Expert Answer:Costa Coffee In Brazil Business And Marketing Stra


Solved by verified expert:Coca-Cola has acquired Costa Coffee, which is large coffee chain based in London. It has locations throughout the Eastern Hemisphere.Assume that Costa Coffee wants to expand into the Western Hemisphere, beginning with Brazil. Starbucks has a significant and growing presence in Brazil.Review the following and respond to the questions. A suggestion is to have the team members discuss all five questions, but divide up the research and writing, with each team member taking a particular question.

Unformatted Attachment Preview

Don't use plagiarized sources. Get Your Custom Essay on
Expert Answer:Costa Coffee In Brazil Business And Marketing Stra
Just from $10/Page
Order Essay

Costa Coffee
August 2018 – deal announced in which Coca-Cola acquired Costa Coffee for $5.1 billion. Deal closed in
Costa is based in London and has 4,000 stores in 31 countries (all in the Eastern Hemisphere). It has its
own roaster and sells its coffee retail, as well as through coffee shops.
Assume Coca-Cola seeks to move Costa into the Western Hemisphere, beginning with Brazil, which has a
rich tradition for coffee drinking.
Starbucks in Brazil
Entered in 2006. Now operates 113 stores in 17 cities.
Owned 51% by Cafeo Sereias do Brasil, a Brazilian company established to bring Starbucks to Brazil; and
49% by Starbucks. Offers local cuisine – “pao de queijo” which are balls of bread with cheese in dough,
muffins with cheese and tomato; and a strong, extra roasted Brazilian blend of coffee.
March 2018 – entered into licensing agreement with SouthRock, a leading multi-brand restaurant
operator specializing in airport eateries, to develop and operate Starbucks stores throughout Brazil.
With the ownership transition in Brazil, all Starbucks retail operations in Latin America and the
Caribbean will become wholly licensed.
September 2018 – Starbucks’ Brazilian coffee plantation was raided and found to have workers that
qualified as slave labor.
Ricardo Rico, general manager and vice president for Starbucks licensed store operations, Latin America
– “Much of Starbucks success in Latin America and the Caribbean has been due to our knowledge of
when to rely on local and regional trusted licensing partners to grow the business. For us, the right mix
of ownership models – company owned, licensed or joint venture – has allowed us to remain focused on
our biggest opportunities as we further accelerate growth across the globe, while always striving for the
iconic Starbucks customer and partner experience. We are ready for this next phase of growth in Brazil
and are proud to welcome SouthRock to our strong network of licensing partners in Latin America.”
1. Do a two-paragraph demographic and Hofstede cultural analysis on Brazil. Describe the
potential customer base.
2. Do a two-paragraph ease of doing business, trade, and economic freedom analysis on Brazil.
3. In two paragraphs, explain what entry strategy you would recommend to Coca-Cola for Costa
into Brazil (exporting; licensing/franchising; joint venture; or direct investment/acquisition).
4. In two paragraphs, select a target market, and then pick two of the 4 P’s and describe a strategy
you would use for Costa in Brazil. Why? Would you adopt an international, multi-national, or
transnational approach? Why?
5. In two paragraphs, describe how you would counteract Starbucks in Brazil, leveraging both
Costa and Coca-Cola’s resources (hint: what is Coca-Cola’s current presence in Brazil).
Make sure you do outside research and cite your sources.

Our essay writing service fulfills every request with the highest level of urgency.

Place your order
(550 words)

Approximate price: $22

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

Order your essay today and save 30% with the discount code ESSAYSHELP