Costa Expanding Into South Korea
Abstract
In this report we looked into the successfulness of Costa Coffee if they were to expand into South Korea. We found there to be many advantages such as high domestic demand for coffee and a large number educated wealthy consumers who are the target audience for the company. We used OLI and PESTEL to investigate the different facets of the business before briefly reviewing different modes of entry which the company could undertake. We then decided that a joint venture would be the best method of expansion into South Korea due to being able to tap into existing knowledge of the market place linked with Costa’s extension knowledge and success in the market place and it’s strong brand.
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