International Marketing Individual Project
Report (Minimum 1000 words (NOT characters, Times New Roman 12 point, Double Space) Due Nov.12
Choose one of the following foreign coffee restaurant businesses to help enter American market.
Costa Coffee (UK)
Coffee Time (Canada)
The Coffee Club (Australia)
Coffee Island (Greece)
Espresso House (Sweden)
Analyze the companys current SWOT in their own market. Then provide new SWOT Analysis based on American coffee market environment. Then provide Segments, Target and Positioning (STP) to enter American market to successfully penetrate the companys business to American market.
Executive Summary
The Executive Summary allows the reader to quickly understand the essence of the proposed project including the market opportunity, marketing idea, recommendations. The Executive Summary should be concisely written with an emphasis on context, not details and is typically written after all other sections are complete.
SWOT Analysis of the company of your choice (Current foreign Market)
Strengths: characteristics of the company that give it an advantage over others
Weaknesses: characteristics of the company that at a disadvantage relative to others
Opportunities: elements in the environment that the company could exploit to its advantage
Threats: elements in the environment that could cause trouble for the company
Provide SWOT Analysis Matrix + detailed explanations for each part
SWOT Analysis of the company of your choice (American Market)
Strengths: characteristics of the company that give it an advantage over others
Weaknesses: characteristics of the company that at a disadvantage relative to others
Opportunities: elements in the environment that the company could exploit to its advantage
Threats: elements in the environment that could cause trouble for the company
Provide SWOT Analysis Matrix + detailed explanations for each part
Market Segmentation, Target, and Positioning (American Market)
Segmentation (At least two of below suggestions)
Geographical (a country, region, city, town, etc.)
Psychographic (e.g. personality traits or character traits which influence consumer behavior)
Demographic (e.g. age, gender, socio-economic class, education, etc.)
Behavioral (e.g. usage rate, brand loyalty etc.)
Target
What was the basis for the selection of these target markets?
Describe your online presence potential consumer persona.
Positioning
What is your online presences desired market position?
