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Analysis of the Selected Entry Strategy of Blue Bottle Coffee Roaster

Author

Listed:
  • Ellana Molchanova
  • Oleksandr Dluhopolskyi
  • Oleksandr Savych
  • Kateryna Kovtoniuk
  • Iryna Markovych

Abstract

The article is relevant because the coffee market is one of the most profitable and e-commerce brands. The paper aims to study the theoretical foundations of developing a strategy for promoting a foreign company to the domestic market and to develop practical recommendations for the promotion of “Blue Bottle Coffee” in the coffee market in Ukraine. The methodology of the article is based on a few stages of implementation of marketing strategy. According to the results of the research, the level of potential demand for products and services of “Blue Bottle Coffee” in the Ukrainian market will increase in 2021-2022, but under the condition that the company will develop and expand points of sale, to carry out an effective marketing communication policy. In the next 3 years, potential consumers will become acquainted with the activity of “Blue Bottle Coffee” in the Ukrainian market. However, neither a perfect commodity policy nor a well-balanced pricing policy and a well-chosen distribution system will not be able to provide the appropriate economic result to production and marketing enterprises without an effective system of implementation of promotion strategies.

Suggested Citation

  • Ellana Molchanova & Oleksandr Dluhopolskyi & Oleksandr Savych & Kateryna Kovtoniuk & Iryna Markovych, 2021. "Analysis of the Selected Entry Strategy of Blue Bottle Coffee Roaster," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 8, pages 229-242.
    • Handle: RePEc:bas:econst:y:2021:i:8:p:229-242
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    References listed on IDEAS

    as
    1. Griffith, David A., 2010. "Understanding multi-level institutional convergence effects on international market segments and global marketing strategy," Journal of World Business, Elsevier, vol. 45(1), pages 59-67, January.
    2. Kseniia GOROVA & Oleksandr DLUHOPOLSKYI & Tetiana DLUHOPOLSKA, 2019. "Entering In The Global Manufacturing Outsourcing Market And Innovative Development Of The Ukrainian Industrial Enterprises," ECONOMY AND SOCIOLOGY: Theoretical and Scientifical Journal, Socionet;Complexul Editorial "INCE", issue 2, pages 20-31.
    3. Wu, Chih-Wen, 2011. "Global marketing strategy modeling of high tech products," Journal of Business Research, Elsevier, vol. 64(11), pages 1229-1233.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    JEL classification:

    • D24 - Microeconomics - - Production and Organizations - - - Production; Cost; Capital; Capital, Total Factor, and Multifactor Productivity; Capacity
    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P42 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Productive Enterprises; Factor and Product Markets; Prices

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