The paper "Appropriate Internationalization Model for Senseo" is an amazing example of a case study on marketing. In many years internationalization has remained a big challenge for many companies especially those do operate in the global arena. This is because different economic environments are presented by different countries. On many occasions, different countries have different policies that govern Direct Foreign Investment activities. The objective of this report is to discuss the case of the Senseo alliance, a firm that deals with the production and marketing of coffee pods and coffee machines.
The report will look into various key success factors, key competencies, threats and venturing into new markets (Andexer 2008). Finally, the report will discuss the appropriate internationalization model for Senseo and thereafter draw conclusions and recommendations that can be used by the managers to internationalize their businesses. Key success factors The industry for many years now has witnessed tremendous growth which is associated with the growth of demand for coffee across the world. Because of its high demand, coffee usage has spread to other countries of the world from Ethiopia where it was first discovered.
For example, after coffee was first discovered in the ninth century in the highlands of Ethiopia. It is a demand that made the product to be very common in other countries of the world. Some of the countries that had had the experience of coffee by the 15th century included: Egypt, Yemen, Persia, Turkey, Azerbaijan and other several countries of North Africa. However, important to note is that the demand for the product has been motivated by the fact that it plays a very vital role in society.
In some countries especially from Africa and Asia, many people had preferred the product because it was used during religious ceremonies. On the other hand, coffee has been associated with political activities. This means the product apart from its natural use had been associated with different activities within the society. The other important factor that has led to the rapid growth of the industry is attributed to the fact that this product for many years has been packaged and sold in different sizes. However, this is contrary to the past when the product was only sold as filter coffee in only 500 grams packets.
The development and introduction of new packaging systems have been as a result of innovation within the industry that has enabled coffee in the modern world to be produced and roasted in different styles (Muhlbacher, et al 2006). Coffee bar culture in developed markets has also been a causal factor for industry success. This is because many could wish to pass by different coffee homes for their drink. This trend for many years has been considered by different coffee manufacturers as a stable market that will be used to make more sales (Mitgwe 2006).