Based in Trieste, Italy, Illy markets a unique blend of coffee drinks in over 140 countries and more than 50,000 of the best restaurants and cafes in the world. The company wanted to expand the scope of its own café franchise, Espressamente through international expansion. Potential markets are Brazil, China, Germany, Japan, India, the United Kingdom and the United States. Apart from the selection of market entry mode is essential and includes options such as exporting, franchising and joint venture. This case is a concrete example of the difficulties encountered in international trade.
by
Ilan Alon,
Meredith Lohwasser
Source: Ivey Publishing
16 pages.
May 23 2012: release date. Prod #: W12038-PDF-ENG
The case of global markets solutions Espresso Lane
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