The paper "Marketing of Coffee from Strauss Coffee Company, Brazil to Ethiopia" is an excellent example of a literature review on marketing. Brazil is the world’ s largest producer of coffee (Jarvis, 2003). The country exports coffee to its main competitors including Vietnam, Indonesia, India, and Colombia. According to the Brazil Trade Business Group (2011), Ethiopia is the only big producer that does not import coffee from Brazil. Since coffee is a global commodity and a chief foreign earner in most developing countries, it is important that the countries expand their markets further and reach out to more international markets (Feleke and Walters, 2005).
In this paper, a discussion on international marketing shall be done that shall specifically target marketing of coffee from Strauss Coffee Company to Ethiopia. This will involve discussion on the market selection and environmental analysis. In addition, the paper shall devise a marketing mix strategy for marketing the coffee in Ethiopia. This paper shall also develop a foreign market entry strategy for the coffee to be suitably sold in Ethiopia. Market Selection Ethiopia does not import its coffee from Brazil (Brazil Trade Business Group, 2011).
The country is undisputedly the birthplace of Arabica coffee. Its high population gives its place in one of the leading markets in Africa. Since the inception of the government of Ethiopia, it has worked to implement a growth and transformation plan that envisions a growth domestic product of about 14.9 % (Doing Business in Ethiopia, 2012). The environment in Ethiopia is, therefore, getting laid for business. In addition, the people’ s culture of using coffee has been in existence since time immemorial. The government has also opened up privatization and public supervising agency that is open to foreign involvement.
This gives foreign bodies an opportunity to invest in the country and sell their products. In addition, the government has developed more than 200 electronic services that will enable online trading and quick communication between the two countries. According to Goodwin (2012), Ethiopia is taken to be the birthplace of coffee both as a plant and a culture. About 12 million people are known to embrace the culture through farming activities or through picking coffee and this demonstrates the depth of the coffee culture in the country.
In fact, coffee plays such a key role in Ethiopia that it has been linked to many expressions that deal with life relationships and even food. There is a common saying in Ethiopia that says “ Buna dabo naw” , translating to “ coffee is our bread” . Another common saying that encourages the consumption of coffee is “ Buna Tetu” , translating to “ drink coffee” . The culture has gone so deep that in some instances, coffee is used to express someone’ s life. For instance, coffee can be used in an expression like “ I don’ t have someone to take coffee with” .