Instructions review the writing assignment instructions (unde

1. Instructions
REVIEW THE WRITING ASSIGNMENT INSTRUCTIONS
(under Content) BEFORE STARTING.
Coca-Cola/Costa Coffee Case Analysis (25% of the grade)
The Case for this assignment is
Case: Coca-Cola Brews a Hot Acquisition: Costa Coffee
Find the case in Content>Course Resources>eReadings
Cite this case as:
Maamoun, A., (2020). Coca-Cola brews a hot acquisition: Costa
coffee. In SAGE Business Cases. 2020. 10.4135/9781529724554
Case Study Goals:
Understand the scope of challenges when entering into new
markets
Apply cultural considerations in adapting a global brand to a
local context
Critically assess marketing implementation strategies
Identify potential country markets that match with a company’s
core competencies

2. Demonstrate critical thinking and effective writing skills
consistent with a 400-level college course
Case Study Objectives:
Understand how a company's management orientation can direct
their approach to foreign market entry
Demonstrate understanding and application of the external
environments affecting global marketing activities
List, describe and apply the different modes of foreign market
entry
Analyze qualitative country and business facts and their
implication on global marketing strategy
Make and defend your country selection and business decisions
Develop critical thinking skills by demonstrating ability to
apply global marketing concepts to a particular situation
Demonstrate college-level writing skills consistent with a 400-
level course.
Please answer the following questions in your case analysis (not
the questions in the case study).
Why did Coca-Cola acquire Costa Coffee?
What has made Costa Coffee successful so far?

3. Based on the case narrative, identify two issues challenging
Costa Coffee's current operations. What would you recommend
Coca-Cola/Costa do to address those challenges?
Assume Coca-Cola is interested in introducing Costa Coffee to
the United States. How will the U.S market be different from
what Costa Coffee has experienced in Europe, Asia, and Africa?
For its first U.S. expansion project, what U.S city would you
recommend to Costa Coffee for its launch? Be sure to explain
your rationale in terms of why that city would be an attractive
expansion strategy.
Create a SWOT analysis for Costa Coffee entering the US
market. Include three (each) strengths, weaknesses,
opportunities and threats. Remember that in a SWOT analysis,
strengths and weaknesses are internal, while opportunities and
threats are external.
PREPARE your Case Study as follows:
Carefully read the case once for a review and then a second
time for specific content information. Be sure to give special
emphasis on the strengths, weaknesses, opportunities and
threats for the organization. Be prepared to discuss the
organization in terms of mode of entry, operational policies as
well as extent of customization based on cultural
considerations.
Thoroughly read the chapters in the weekly conferences and
conduct additional outside research on country and business
resources.

4. Review the following global marketing topics to ensure you
understand the marketing principles and can demonstrate you
can apply them in this case.
Be sure you understand all of the global marketing concepts
covered in this case and review these concepts in the course
modules if needed:
Marketing environment
Management orientations
Foreign market entry
Global branding principles
Product development
Branding
Pricing
Promotion
Distribution
SWOT analysis
3.
Prepare thoughtful answers to the questions being asked!
4. Follow
ALL

5. the guidelines for writing and submitting your Written
Assignment
5. The Written Assignment should be 4-5 pages in length.
Special Note:
Formulate your own answers based on case facts and your own
external research. Remember, your case will be assessed by
Turnitin prior to grading.
Reading
http://2012books.lardbucket.org/books/challenges-and-
opportunities-in-international-business/s12-international-
expansion-and-gl.html
http://2012books.lardbucket.org/books/challe nges-and-
opportunities-in-international-business/s07-culture-and-
business.html
http://knowledge.sagepub.com.ezproxy.umgc.edu/view/hdbk_int
lmarket/n7.xml
http://knowledge.sagepub.com.ezproxy.umgc.edu/view/hdbk_int
lmarket/n13.xml
http://knowledge.sagepub.com.ezproxy.umgc.edu/view/hdbk_int
lmarket/n15.xml