INTERNATIONAL MARKETING STRATEGY

International Marketing Strategy

[Name of the Author]

Table of Contents

Market selection1

Introduction about JURA1

Critical discussion1

Environmental analysis of India coffee Market3

Environmental Analysis3

Threats3

Opportunities3

Pestle Analysis3

Political3

Economical4

Social4

Technological4

Product5

Price6

Promotion6

People6

Process6

Physical environment7

Foreign market strategies8

Production strategy9

Licensing11

Joint Ventures11

Social networking tools11

Face book11

LinkedIn11

Twitter11

Conclusion12

References13

International Marketing Strategy

Market selection

Being in charge of International Marketing in a “Bean-to-Cup” coffee machine manufacturing company named “JURA “I have decided to launch my products in Asia market and for which I have chosen India as our next target market.

Introduction about JURA

Jura had started its operation in 1931. It is a Swiss company fully named as JURA Elektroapparate AG. It has been developing high -ended household products (JURA, 2012,n.d). As a pioneer in “Bean to cup” machines, company has contributed a lot not only in household usage but for commercial usage as, well. This brand has now become global, and it is currently available in almost all parts of the world namely UK, Spain, Australia, and South East Asia. Company has its own sales force which is working globally and in many parts of the world company has entered into the market through various contractors and distributors. Jura famous products for the households are Impressa Z line, Giga Line, Impressa S, Ena line etc. Their commercial product for commercial usage includes Giga X line, Impressa X95, Impressa XF50, Impressa X9 Win etc.

Critical discussion

The Gross Domestic Product (GDP) in India is expanded to 0.8 percent in the second quarter of 2012 as compared to last quarter. Historically, from 1996 until 2012, India GDP Growth Rate averaged 1.65 Percent reaching an all time high of 6.10 Percent in March of 2010 and a record low of -1.50 Percent in March of 2004 (Trading economics). India is a tea culture. However in recent times, India tea market share is occupied by coffee market. Coffee culture in India has been so fast in spending its growth with opening of fresh coffee outlets. These existing outlets have played a very important role in developing coffee market and introducing coffee to the masses in India. Different age group of people in India like coffee over tea now reason being the availability and awareness created by many foreign companies entering in the market. Various surveys have been conducted in India regarding awareness and consumption of coffee. Recently star bucks have entered India market which has increased, not only the competition but also increased the market size of the coffee industry. According to the CCD's president of marketing (Ramakrishnan.k 2012,p.4) India per capita annual consumption of coffee is 82 g. Where as in U.S it is 4 kilogram, and in some countries in Europe it is around 8 kilogram. In India, there are 6000 towns but coffee availability is less than 2000.further he added that, Starbucks and all other international entrants will have tough competition in India, including understanding the nuances of the Indian consumer. “In the U.S, 40% of coffee sales occur before 11 a.m. In India, sales typically happen only after 11 a.m.,” he says. “That's a huge shocker for the Western brands.” Now India has total consumption ...