Reference no: EM133184065

Problem:

You are the Chief Marketing Officer of a successful Canadian coffee company, Niagara College Café. The Company is fully integrated: beans are imported from various coffee growing countries and delivered to your facility in Niagara. The Company blends, roasts, packages and distributes coffee to grocery retailers across Canada under the brand name, Niagara College Café. This includes Zehrs, Loblaws, Metro, Safeway, Sobeys, Farm Boy. The Company also has café locations across Canada whereby consumers can purchase and consume freshly made coffee on-site. This includes drip coffee, pour over coffee, espresso, latte, cappuccino as well as pastries sourced from local bakeries. Each café is slightly different in terms of layout and fixtures because The Company mission is to integrate the Niagara College Café brand with local neighbourhoods. For example, the café on St. Paul Street in downtown St. Catharines is slightly different than Yonge- Dundas Square in downtown Toronto or Kitsilano Beach neighbourhood in Vancouver. All locations are corporately owned and branded as Niagara College Café.

The Board of Directors of Niagara College Café have assigned you the task of exploring International Market Entry strategies. You are to report back to the Board of Directors with a recommendation of how to enter an international market.

Based on course material, explain in detail, the steps and consideration required. Include the country, type of investment entry strategy (transfer related/foreign direct investment), identify the entry mode (of the 8 available options) and key components. As Chief Marketing Officer, what would you recommend, why and provide support/rationale. Include reason for entry in terms of coffee manufacturer and as a retail café. Would you enter both, or only one (which one) and why.