The Espresso Lane to Global Markets case study is a Harvard Business School (HBR) case study written by Alon Ilan, Meredith Lohwasser. This case provides a practical example of the challenges faced in international business.Ĭase Authors : Alon Ilan, Meredith LohwasserĮMBA Pro Porter Five Forces Analysis Approach for The Espresso Lane to Global MarketsĪt EMBA PRO, we provide corporate level professional Marketing Mix and Marketing Strategy solutions. In addition to market selection, mode of entry was vital and included options such as exporting, franchising and joint venture. Potential markets included Brazil, China, Germany, Japan, India, the United Kingdom and the United States. The company wanted to expand the reach of its own franchised coffee bar, Espressamente, through international expansion. EMBA Pro Porter Five Forces Solution for The Espresso Lane to Global Markets case studyįounded in Trieste, Italy, Illy marketed a unique blend of coffee drinks in over 140 countries and in more than 50,000 of the world's best restaurants and coffeehouses.
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