Analysis of the Selected Entry Strategy of Blue Bottle Coffee Roaster

Ellana Molchanova, Oleksandr Dluhopolskyi, Oleksandr Savych, Kateryna Kovtoniuk and Iryna Markovych

Economic Studies journal, 2021, issue 8, 229-242

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.

JEL-codes: D24 D47 M31 P42 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2021:i:8:p:229-242

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