Development of market entry strategy on Great Britain market for Russian company "Live Coffee"

Student: Khisamutdinova Liliya

Educational Programme: Master

Year of Graduation: 2014

In master's dissertation there were investigated both theoretical and practical sources of foreign and native authors. These conceptions underlied  the base for developing market entry strategy on the foreign market. On the basis of studied approaches there was obtained not only an understanding of the key elements of  international expansion strategy, but also revealed an additional component of the strategy development scheme - the implementation of communications with customers. This component may help entering new markets in the most appropriate way, understanding product perception and optimal methods of distribution, establishing trust relationships with distributors, etc.In addition there was achieved the main objective expressed in developing a market entry strategy of "Live Coffee" on the UK market. This was facilitated by the following tasks:¾   Analysis of the main reasons for the company's entry into foreign markets;¾   Study of key factors influencing the selection of specific countries;¾   Determination of the main ways of entering the foreign market;¾   Construction of the market entry strategy taking into account the communication component;¾   A comprehensive analysis of the UK market in general and in the coffee industry;¾   Investigation of coffee consumers the UK to help identify the basic guidelines when entering the market.On the basis of a comprehensive and integrated analysis was determined the optimal format for input on product market (ground, grain, in capsules), packaging format (200 &500 gr.), the specific mixture (mix of Arabica and Robusta), availability of useful components, key sales channels (supermarkets and hypermarkets), product portfolio, communications of customers with the goods in the points of sales.Thus, according to the analysis of theoretical and practical information there was formulated preferred way of "Live Coffee" entering the UK market - through direct exports. There was noted the importance of attracting and contracting with large distributors cooperating with major retail chains in the country. Also there was identified the importance of having sales representatives founded on distributors base to implement the necessary control over the distribution of products.It should be noted that, consumer research, which is the primary communication has had a direct impact on the preferred way of entering the UK market. The results obtained reflected the product strategy, choosing distribution channels, product range, contacts with partners.However, it should be noted that the results obtained require further development through the collection of primary data from business partners and consumers. Despite this, the findings are the primary justification for market entry strategy of "Live Coffee" on the UK market and can be used for companies in this sector in the solution of international expansion.

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