Marketing Essay Example | Topics and Well Written Essays - 750 words - 14

Marketing - Essay Example Coffee is its main strength and that is considered a supplement/complement to retail services. Its retail presence is strong in North America but limited to that region. China is expected to become the company’s second largest market. Euromonitor Internationl: Global Company Profile, p. 5, 2007) refers to Euromonitor International Asia-Pacific and reports that China is â€Å"expected to have one of the lowest forecast growth rates for fresh coffee, the category in which the company operates (12% over the 2005-2010 period compared to world growth of 13% over the same period) and the company is up against some strong competitors in hot drinks.† Berger, Buchman, Chase et al (n.d.) gives a PEST analysis: Porter’s 5 Forces Analysis—deals with factors that are outside of an industry but has an influence of what goes on within, or the microenvironment, that determines how firms compete. These are the forces that drive