Case study:
Read the following case study-
From a small kiosk in a mall established in 1997, Dr. Café has become one of the leading coffee shop chains in the Middle East with more than 600 branches in the world. Dr. Café’s success has been built on its popularity among young and trendy people and its unique approach to selecting the world’s ‘best cereals’. Between 2008 and 2010, Dr. Cafe continued its massive expansion in Malaysia and Singapore with more branches on the horizon. In fact, in its 2030 plans, Dr Cafe outlined its vision to expand globally and increase its network to more than 30,000 branches!
The Marketing Department has been appointed by the CEO of Dr Cafe to investigate and suggest possible options for expansion into an entirely new area; Europe.
As a marketing management student, how can you help a marketing manager in this regard with the following questions.
4.3 Test your knowledge (question):
Discussion Question #1: What variables should be considered while making a list of potential countries?
Discussion Question #2: What market entry strategy would you suggest would be most appropriate for entering the global market and why?
