Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

International Marketing Plan: Caffe Nero - Essay Example

Comments (1) Cite this document
Although Caffe Nero lacks experience in the international market and it is mainly located in the UK provinces, the company has a strong promotion campaign and a unique selling point that is different from competitors. It differs from other popular chains and offers a different flavor, unlike that of American choices, which is more favored in Europe…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.4% of users find it useful
International Marketing Plan: Caffe Nero
Read TextPreview

Extract of sample "International Marketing Plan: Caffe Nero"

Download file to see previous pages In order to enter and do business in other countries, a company must develop an international marketing plan, or strategy. A marketing strategy allows the company to analyzing a country's markets, its customers and environments, its spending habits, etc. and knowing the marketing and management methods of the dynamic world market. It is crucial that one addresses global issues such as viewing domestic business activities from an international and global point of view before entering a market. An international marketing strategy also assists in cross-cultural communication, cooperative decision-making, and collaborative problem-solving in a multinational corporation management.This leads to cultural homogeneity.Interaction and integration, global norms, and ideas or practices all become united.It is important that the management of a multinational corporation work together to overcome boundaries and differences and to be able to communicate, cooperate, and collaborate in order to effectively work together, communicate, make decisions, and solve problems as a single entity as a successful marketing plan increases globalization which in turn brings the world together.
This report analyzes the Caffe Nero Group Ltd. ...
Secondary research can be defined as research that has been completed by another person or persons. The secondary research included using sources such as journals, news articles, company literature, academic literature, and mainly Internet sources.
The limitations of secondary date include the availability of data is not available everywhere as compared to primary research and data. Language differences can limit the understanding of data especially when comparing different markets in two or more countries. Information, text, and reports can be hard to locate as secondary data is not very well classified and organized. Also, secondary data and sources may not provide correct information and may not be very reliable, especially compared to primary data.
Situation Analysis
Nowadays, many companies are driven by the wave of globalization to bring their brands in to the international arena. Entering new countries requires companies to develop an international marketing strategy which is geared specifically for the country that the company wishes to enter. Due to computer mediated communication (CMC), such as the Internet, 3G phones, and WAP, information of fashion delivery from country to country is now quicker and quicker. CMC has allowed companies to develop
Student's Last Name 4
marketing strategies and to enter international markets. The focus of this study is the Caffe Nero company and its marketing strategy to enter Switzerland. The company must determine the best international marketing strategy to employ as it plans to enter Switzerland. There are many factors to research and consider when determining the best mode of entry. Caffe Nero must decide which mode of entry to use based upon its own company's ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“International Marketing Plan: Caffe Nero Essay Example | Topics and Well Written Essays - 3750 words”, n.d.)
Retrieved from
(International Marketing Plan: Caffe Nero Essay Example | Topics and Well Written Essays - 3750 Words)
“International Marketing Plan: Caffe Nero Essay Example | Topics and Well Written Essays - 3750 Words”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
dbogisich added comment 1 year ago
Student rated this paper as
I never thought 3750 words essay could be written in such a free manner. I loved the idea of this essay. Will definitely use it for my own work!

CHECK THESE SAMPLES OF International Marketing Plan: Caffe Nero

A comparative analysis between Franklins Caf and Caffe Nero

... and putting them in consistent order. A cafe manager wants great organizational abilities, excellent communication abilities, have the capability and awareness essential to solve the troubles they may face, supervision abilities and teamwork abilities. They also require being particularly knowledgeable about each products they sell. He must communicate with customer, workers and also handled all the necessary things to attract more customers. Caffe Nero: A new position commenced in CAFFE NERO in the year of 2008 June due to the requirement for an internal communications practice in the business to attract more clients. With an increasing store base of 50 storerooms per year in the United Kingdom and a rising number of stores globally...
17 Pages(4250 words)Assignment

International marketing plan

In this report, the marketing plan of IKEA to enter into the Pakistani market has been presented. The external environment analysis shows that IKEA can find huge opportunities in the Pakistan furniture industry as currently no international furniture brand is operating in the country. Although economy of Pakistan is threatened by unstable political conditions, terrorism and weak economic conditions still, the changing patterns of people and their preference for western furniture products over weigh these threats. Porter’s five forces analyses show that furniture industry of Pakistan is a highly attractive industry. The market audit shows the strengths of IKEA which can help the company to ensure a successful presence in the Pakis...
14 Pages(3500 words)Essay

International Marketing Plan

... or very low because of low sales, high unit costs, promotional and advertising costs. We plan to churn at least 40,000 dollars as net profit towards the second quarter of the second year. Product: We are offering a basic product i.e. dipping dots in different flavors. One of the major strengths of dipping dots is its unusual appearance and is currently the most innovative ice cream out in the market. The fact that it is dry freezes the ice cream dots in such a way that it is able to deliver a fresher richer flavor also adds to its uniqueness and appeal. Dipping dots also is able to be sold in various outlets such as kiosks or general stores. Price: We will be using market penetration pricing strategy to enter into the market so that we can...
3 Pages(750 words)Research Paper

Caffe Nero - 5 year Marketing Plan

... Nero. Control This marketing plan of Caffe Nero is of five years; therefore, it will have to monitor all aspects of this marketing plan and the utilization of budget carefully. The controlling implementation will include the budget for marketing campaign, promotional expenses both on electronic and print media, travel expenses for trade exhibitions and shows, expenses on the market research and analysis, and some internal miscellaneous expenditures of the organization. We will be required to watch all these activities closely with the intention to reduce the spending cost and maximizing the revenue. This will enable us to keep our marketing plan within allotted budget and timeframe. Appendix-I Products Caffe Nero Coffee and Brands Food...
9 Pages(2250 words)Coursework

International Marketing Plan for Allianz

...International Marketing plan for Allianz 2nd December 2009 Executive summary Allianz is an international company specializing in the provision of financial services, and the company's headquarters is in Munich, Germany. In the global business world of today, companies cannot afford to just remain domestic, as this could lead to a decline in the company's reputation and business. Serious companies have to work hard on their international presence, to ensure that their stakes in the market are maintained and increased. Founded in the year 1890, Allianz has branches in more than 70 countries and more than 180,000 employees worldwide. The company has acquired about 60 million customers to whom it provides property and casualty insurance...
8 Pages(2000 words)Case Study

The Closing Stock Market Price of Caffe Nero

...) came from issuance of stocks worth 408,000 pounds for 2005 and 133,000 pounds for 2004. Other sources long term loans (Harvard Business School, 1998) of 3,000,000 pounds for 2005 and 2,000 pounds for 2004. b) Discuss how a stock market listing has enhanced the financial resources options of the company. When the stocks of companies are offered in the stock exchanges, like in this case of Caffe Nero, people will be encouraged to invest or sell stocks(Harvard Business School, 1998) there. The potential investors of Caffe Nero will refer to the financial statements in deciding to invest in Caffe Nero. The financial statements(Harvard Business School, 1998) is a big factor that will be entice prospective investors...
7 Pages(1750 words)Research Paper

International Marketing Plan

...Cultural Analysis Introduction Gini & Jony, an Indian manufacturer of kids’ clothes, has presence all over India and has international presence in Dubai. However, the company has not yet entered China though it has been one of the most attractive markets of the world. The company wants to move in Shanghai because of the presence of the urban population. The paper will look into the cultural analysis of China to assist the company to enter into the market. Cultural Analysis The science and technology in China developed much before the advent of the modern industrial revolution. The old Chinese culture is shrouded in mystery with instances of Taoism, Confucianism, and Chinese Yoga. The Chinese culture has been the inventor of paper, tea etc...
4 Pages(1000 words)Assignment

International marketing plan

D. Price Pricing, which is one of the P’s of marketing, will determine the right price that a company will place its products at and ensure that theyretain, attract new customers and remain competitive in the market. Determining the cost of the Kauen chewable toothpaste tablets will be done by considering various factors in the market, namely, cost of goods (shipping or handling expenses), operation costs (overhead, payroll, marketing and office supplies) (Kleindl 24). The main aim of the company other than satisfying customer needs is to make profits and the retail price will be set at a cost that ensures the company makes profits, and the company will use competitive pricing. The cost of competitor toothpaste companies in the co...
1 Pages(250 words)Essay

International marketing plan guide

... International Pricing in Qatar Marywood is catholic sponsored and deal mainly in liberal arts with the main campus located in Scranton, Pennsylvania. Marywood University offers international programs o meet global needs of education and allow the university access a larger market in terms on international and global penetration. There have been measures aimed at international expansion of Marywood university both physically and virtually to enable access by international students. One of the countries aimed for the expansion and access to Marywood University’s programs is Qatar. However, understanding of the market conditions in Qatar for efficient service delivery and success of the marketing channels for use by the university...
2 Pages(500 words)Essay

International marketing plan

...International Marketing Plan Brand and Market Analysis 1 History The history of the L’usine brand is related to the Almarai Company’s history and investment in the bakery industry. While the parent company underwent various changes in the 1990s such as the centralization of its business structure, the centralization move was considered to make sure that every product that the company traded was affordable by using low-price as a marketing strategy. However, the L’usine brand of products was introduced in 2007 when the parent company, Almarai, entered into the bakery industry. This move was preceded by the acquisition of two Western Bakeries in Jeddah. In order to expand the market target of the company with baked products, the company...
7 Pages(1750 words)Assignment

Potential Benefits of International Trade

Conditions set for international trade have also changed in various nations. Today, interdependent is evident due to various global distributions. Examples are; transportation systems, the internet as well as satellite communication systems.
The establishment of WTO (World Trade Organisation) promoting equity in nations’ status, the international monetary Fund (IMF) besides the World Bank, has made stronger the anchorage of international trade. These organisations aid in reducing the trade barriers across boundaries. Nelson (2000). This is a study set out to make a comprehensive and vivid answer to the question, “Which are the benefits of international trade and why are trade restrictions imposed by countries?&rdq...
6 Pages(1500 words)Coursework

International Security Studies: Examination

Globalization affects international security in the sense that problems involving terrorism, the environment, religious extremism, weapons of mass destruction, and the economic crises have become more universal and widespread in character (Ivanov “Article”). As a result, these issues pose a greater threat to national and international stability and safety. More lives are now affected by threats to international security; these threats did not seem too ominous before the entry of globalization. Consequently, some extremists justify the use of mass weapons of destruction in order to guarantee their security. And as globalization continues to expand and to grow bigger as a phenomenon, threats to international security are...
7 Pages(1750 words)Assignment

International Law: Child Soldiers

Using children to fight wars is not only morally abhorrent but very bad very the physical and mental health of the children in question. That is in part why a series of international laws and treaties have come into effect to try to deal with this scourge. But the issue is more complicated than that. While child soldiers are victims of war crimes, they too can also perpetrate serious breaches of the law of armed conflict. Under normal circumstances, individuals who commit such acts, be they combatants or not,2 would be vulnerable to prosecution. However, because children in such situations are victims as well as perpetrators and because of the special protections afforded to children under international law, many have questioned w...
8 Pages(2000 words)Case Study

International Affairs v. Liberalism

As a matter of fact, Hoffman’s statement that “international affairs is the nemesis of liberalism” has a grain of truth in it and this is especially so after the 9/11 incident.
There are two schools of thought or perspectives that are used to view international affairs: liberalism and realism. The study of these two perspectives is significant to the idea posed by Stanley Hoffman because they determine the reasons why international affairs, according to him, does not only see eye-to-eye with liberalism but seems to stand on the opposing side of it.
Liberalism can be defined as having four elements: citizens; the legislature; property rights, and; a market-driven economy (Dunne 186). Realism, on the othe...
6 Pages(1500 words)Assignment

Business Plan Real Estate Agency

re representing our company as their business consultants and our responsibilities are limited to the knowledge of the client’s business and information provided by the client.
The company Of-Fit has been operating as office supplies and equipment supplier since 1998. Their corporate office is in Aberdeen and it has excellent industry relations. The company is a sole proprietorship and its owner is Mr. Andrew Schwatz who has been working in the industry for more than 20 years. The company current staff is 8 and its revenues are £115,690 and £156,178 in 2008. The company aims to expand its operations in other business areas and regions of the UK.
The detailed business plan developed for this report incor...
12 Pages(3000 words)Business Plan

E-Commerce Marketing Plan for Gap Inc

The business of the bleu is a web-based or ecommerce business that offers the customers the products from the outfit and accessorize from head to toe with five basic brands. Bleu is aimed at offering and meeting the customer’s requirements for a unique lifestyle. Currently, Bleu also established the business regarding the full range of “accessories and furnishings” for a business customer to individualize their home, with a unique style of living and wearing. This report will present detailed analysis of the Bleu ecommerce website marketing plan. This research and analysis report will present a comprehensive overview of the different areas of Bleu online marketing strategy implementation.

Bleu business...
10 Pages(2500 words)Case Study

International Business: World Economic Forum and Davos 2010

... sense power consumption and power quality. A modest sheet of paper, 50,000 thinner than human hair, when stacked, nets a material 500 times stronger than steel and is changing the way airplanes, automobiles and electronics are made (Alpern, 2009). International Technological collaborations are taking place in the form of strategic alliances, joint ventures and intimate supplier-producer relationships. Such collaborations include activities such as joint development agreements, technology sharing and R&D contracts amongst others (Rycroft, 2002). ICT has pervaded every aspect of business and today the value chain depends on the use of technology to link the customers and suppliers. In the current dynamic and global markets, technology...
7 Pages(1750 words)Coursework

Data Mining and Data Fusion in Direct Marketing

Marketing is a broad concept that includes all the activities regarding the target market, segmentation, positioning, product, price, promotion, and distribution. Marketing also includes the activities of selling the final products and providing after-sales services. Today marketing is done in various forms, but conceptually there are only two different forms of marketing, one is direct marketing and another one is indirect marketing. This report is all about direct marketing which is one of the oldest concepts of marketing. Since the present age is the age of information, it is quite expected that each and everything in business would be influenced by ‘information’. Direct marketing is not an exception. It is also inf...
6 Pages(1500 words)Coursework

Marketing of Services: Starbucks Company

The employees are also awarded stock options. Through this, their salary may rise by 14% of the gross pay. The stock investment plan allows the buyers to buy common stock of the company at a discount. They can get hold of it in 85% of the fair market value. The other fringe benefit that the company provides is that of “Future Roast” 401(K) Plans. The employer matches the employee’s contribution to this plan by adding from 25 to 150 percent of the first 4 percent of pay. It is depended on the length of the service.

All these benefits get reflected in the result of employee job satisfaction. In Starbucks, the Employee Job Satisfaction rate is 82% as per the report of Hewitt Associates Starbucks Partner V...
6 Pages(1500 words)Assignment

Project Management of Beijing Capital International Airport T3 Terminal

Some stakeholders can be both driving (positive) and restraining (negative) forces, it depends on how the project will meet their interests. These forces are marked by a dotted line. If changes happen, and the project won’t meet the interests of some of these stakeholders, a vector of the corresponding force will be changed onto the opposite and the force will move onto the opposite part of the diagram.

Each half of the diagram (left and right) is divided into three parts – Low, Medium and High. It defines the size of a force vector and indicates the importance (power) of a given force. Short forces have a low level of power.

Civil Aviation Administration of China (CAAC) – undoubtedly advanc...
7 Pages(1750 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic International Marketing Plan: Caffe Nero for FREE!

Contact Us