Coffee Now!
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The great interest in the global economy by smaller companies which are seeking to build long-term strategic plans must consider whether or not international marketing is a critical part of those long-term plans. Coffee Now! is a small company located in California which produces ready-to-drink coffee in cans and bottles which it distributes to high-end grocery stores throughout the country. In addition, the company uses distributors to locate its products in vending machines, also on the West Coast. This research considers the reasons that Coffee Now! might consider international expansion, problems which need to be addressed, and how the company might undertake such an expansion process.There are two primary reasons why companies expand on an international level: competition and markets. The competition facing companies domestically is increasingly from foreign firms. Americans, for example, purchase cars and electronics made in Japan, ham and golf carts from Poland and shoes from Brazil. Competition comes not only from recognized industrial nations, but also from developing nations and the former Soviet Union. The other major reason that companies consider the international economy is the availability of markets. Market opportunity and growth is certainly present in foreign countries, although purchasing power can vary greatly. For many products and services, companies are turning to the diversification that international marketing brings
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d as greatly as traditional soft drinks, conflict of interest has not yet been a problem for the company. Coffee Now! expects to continue this strategy as it enters the Japanese market.
It is important that a company undertake international marketing with the same care and consideration that it uses when introducing a product domestically. This means that the company needs to understand the key features of the target market. Such features include the size of the market and its anticipated rate of growth, the stage of development that the market is in, the stage of the product lifecycle that the company would be entering (along with the saturation levels of the market), buyer characteristics, social and cultural factors that influence purchases, and the physical environment (Cavusgil, Zou & Naidu, 1993, p. 480). These considerations are especially applicable if the company is considering marketing a product that already is being sold in the market, which is the case with canned coffee in Japan.
The recent economic downturn in Japan is likely to hurt consumption in general, but consumption of goods such as canned coffee should withstand the upheaval well. This is because canned coffee is not a durable good, and while it may b
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Some common words found in the essay are:
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Approximate Word count = 1581
Approximate Pages = 6 (250 words per page)
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