Illycaffe case summary

Topics: Coffee, Espresso, Starbucks Pages: 4 (1210 words) Published: November 18, 2013
About illycaffe
Based in Trieste, Italy, illycaffe produces and markets a unique blend of espresso coffee under a single brand leader in quality. Over 6 million cups of illy espresso coffee are enjoyed every day. illy is sold in over 140 countries around the world and is available in more than 50,000 of the best restaurants and coffee bars. illycaffe employs around 700 people and has consolidated turnover of EUR 246 million.(2006 results) illy buys green coffee directly from the growers of the highest quality Arabica through partnerships based on the mutual creation of value. The Trieste-based company fosters long-term collaborations with the world‘s best coffee growers -- in Brazil, Central America, India and Africa -- providing know-how and technology and offering above-market prices. To what extent do you think a global strategy in coffee is well founded? For example, is the espresso market global or multi-domestic? To put it simply, the globalization of coffee about consists of three components: a globalization of coffee-off, the globalization of the coffee beans and globalization of a coffee shop. Globalization of coffee-off, arises from the international population movement. With the movement of the population, international exchange and flowing tend to be more frequent. The globalization in coffee close linked to that of coffee shop. Without large-scale coffee shop chain, it would be difficult to achieve the international coffee large purchasing and circulation and even not to mention the a global strategy in coffee. However the emergence of Espresso is the most obvious sign of coffee globalization. Espresso even subverts the American light taste of the traditional coffee, occupying large areas of the U.S. coffee market. To a certain extent, Espresso promote the development of globalization in coffee. The simple modulation technique makes no longer be monopolized by some special technicians, which is widespread in usual coffee shops and...
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