An internal analysis (Strengths & Weaknesses of Illy & Espressamente) •An external analysis (Opportunities & Threats from the Global Coffee Market).
•A strategic SWOT analysis, crossing internal & external analyses, in order to determine strategic directions for the internationalization of Espressamente. 3. Analysis of each of the 7 foreign markets considered for expansion: •Cultural distance with Italy
•Market attractiveness (based on most important variables) 4. Analysis of Illy’s competitive strength on each of the 7 foreign markets 5. Recommendation as to the market(s) to prioritize
6. Recommendation of market-entry strategy(ies) for the selected markets. Questions
1. Brief description of the context and of the decision which has to be made.
2. SWOT analysis, including:
•An internal analysis (Strengths & Weaknesses of Illy & Espressamente) •An external analysis (Opportunities & Threats from the Global Coffee Market).
•A strategic SWOT analysis, crossing internal & external analyses, in order to determine strategic directions for the internationalization of Espressamente. 3. Analysis of each of the 7 foreign markets considered for expansion: •Cultural distance with Italy
