Costa’s Expansion into South Korea

Costa Expanding Into South Korea

Abstract

In this report we looked into the successfulness of Costa Coffee if they were to expand into South Korea. We found there to be many advantages such as high domestic demand for coffee and a large number educated wealthy consumers who are the target audience for the company. We used OLI and PESTEL to investigate the different facets of the business before briefly reviewing different modes of entry which the company could undertake. We then decided that a joint venture would be the best method of expansion into South Korea due to being able to tap into existing knowledge of the market place linked with Costa’s extension knowledge and success in the market place and it’s strong brand.

Table of Contents

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Diary

Abstract

Table of Contents

Introduction

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Main Body

Methods and materials

Findings

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Ownership Advantages

Location Advantages

Internationalisation Advantages

Risk and Strategies

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Conclusion

Appendices

References

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