Caso ILLY.
Enviado por unopalcamino • 7 de Mayo de 2016 • Documentos de Investigación • 941 Palabras (4 Páginas) • 496 Visitas
Raúl Eduardo Saucedo il704720
ILLY
CAGE ANALYSIS
Country | Cultural Distance | Administrative Distance | Geographic Distance | Economic Distance |
Brazil | Language Interest in Premium varieties. Opening of American-style coffee shops Larger and wealthier middle class Strong local brands | Growth in export and social programs 1,855 franchises operating | Capital is aproximately 9,054 km. Away from Rome. Flight time is of 12 hours | Largest grower of coffee in the world. Second largest consumer in the world. Fast growing market by sales Coffee market was dynamic. Low consume per-capita Eight largest economy in the world |
China | Language Tea and coffee are stablished product categories Mature market Coffe drinkers enjoyed food while drinking coffee Historically a tea drinking culture Increase standards of living Growing number of middle-class consumers Chinese frequented coffee shops for music and ambience | Complex nature of conducting a business Laws that make doing business difficult Two-plus-one requirement Franchising is complicated | Capital is approximately 8,147 km away from Rome. Flight time is of 11 hours aprox. | Beverage industry was one of the country’s fastest growing factors Saturated market |
Germany | Language Coffee is an established product “unfashionable and unhealthy” product reputation (changing) Popularity of specialty coffee Fierce competition and high concentration industry | 1000 franchise operating German Franchise Association had a great deal of power, although it was only partly recognized by the court. Quality for a reputable franchise business. | Capital is approximately 736 km. Away from Rome. Flight time is approximately two hours. | Second in the world in pounds per coffee consumed per person Per capita consumption in decline 150 litres per person consumed in coffee Economic difficulties |
India | Language Historically tea culture Specialty and gouret coffee shops increased Increased exposure to international lifestyles and global trends Increased consumption of coffee Interest in Western culture and way of life | 70 international franchise operating The country’s banking system and bureaucracy had the potential to hinder business and successful partnership (easy doing business). | Capital is approximately 5,929 km away from Rome. Flight time is approximately eight hours. | Sixth largest producer of coffee in the world Income rose and a middle class emerged Coffe consumption had increased by 6 per cent Lower levels of saturation and continued industry dynamism Unprecedented growth Second fastest economy in the world Middle class rising |
United Kingdom | Caffeine has been the most significant stimulous Historically a tea-drinking nation Coffee has taken up permanent residence | Ability of companies to secure Premium locations at lower prices 842 franchise systems operating Few restrictions to franchising Easy place to do a business UK Trade and Investment helped foreign business investe and locate | Capital was approximately 893 km away from Rome. Flight time is approximately two hours. | Coffee industry grew stronger |
Japan | Language “The outlook for the country’s hot drinks sector is considerably brighter tan that of the alcoholic drinks sector. Strong consumer interest Value on convenience | Franchise sector had flattened out Identify right business partners | Capital is approximately 6,138 miles away from Rome. Flight time is approximately of 13 hours | World’s third largest coffee importer Poor economy conditions |
United States | 50% of americans consume coffee daily Premium coffee as a luxury good Culutural obsession Coffee industry strengthened by growing perception of the health benefits | Concentrated and saturated coffee franchising market
| Capital was approximately 4,497 km away from Rome. Flight time is approximately nine hours | Global leader of coffee consume Coffee market characterized by high consumption, high saturation and concentration |
SWOT ANALYSIS
Strengths
| Opportunities
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Weaknesses
| Threats
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What does analysis of the CAGE and SWOT show you? Base don these results, which international market should Espressamente pursue next?
There’s a lot of differences between the countries that Espressamente wants to penétrate, some ones have many restrictions in franchising, others are countries where is difficult to do a business, another ones have few restrictions and are easely to do business, different cultures and perseptions of coffee, but the similarity is that in every country the market, consumption and acceptance for coffee were growing.
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