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CASE STUDY STRATMAN Mej Final
CASE STUDY STRATMAN Mej Final
CASE STUDY STRATMAN Mej Final
CASE
STUDY
Submittted by:
Biado, Janna C.
Gonzales, George P.
Lacsamana, Joules N.
Background:
MCR is a New York-based coffee roaster known for its high-quality green bean, ethically
sourced beans and innovative brewing methods.
Having saturated the domestic market, MCR is considering international expansion. Their
initial target market is Japan, a country with a growing specialty coffee scene. However,
management is divided on the best approach.
Option 1: Exporting the Green Bean Experience MCR would continue roasting their signature
blends in New and export them directly to Japanese cafes and retailers.
Option 2: Partnering for Local Production (International Business Strategy & Corporate-
Level Strategy)
MCR would partner with a local Japanese coffee roaster to establish a production facility
in Japan.
Advantages: Lower shipping costs, potential for cultural adaptation of blends,
knowledge of local regulations.
Disadvantages: Loss of some control over quality and brand, potential for profit sharing.
As MCR considers its worldwide development into Japan, exporting pre-roasted coffee
beans and customizing the roasting method or coffee blends for the Japanese market
present distinct advantages as well as risks.
Disadvantages:
Increased Shipping Costs:
Exporting pre-roasted coffee beans in Japan may result in greater expenses for
transportation, which could have an effect on the operation's entire affordability and
pricing competitiveness in the Japanese market.
Less control Over Pricing and Brand Image:
In the absence of a local presence, MCR may find it difficult to maintain a strong brand
image and regulate product pricing in Japan, which could have an effect on consumer
perception and market positioning.
These two options both have their advantages and disadvantages, it is important to know
what are the pros and cons of their ideas before deciding which strategy is better. Also,
MCR should do market research in Japan to better understand consumer preferences,
competition, and market dynamics. In addition, utilizing local expertise through
partnerships or collaborations might increase the probability of success in the Japanese
specialty coffee market.
3. Evaluation: Considering MCR's resources, industry, and target market, which option
seems most viable? Why? Are there any potential risks associated with this option?
Given MCR's resources, industry position, and target market in Japan, partnering for
local production, appears to be a feasible expansion strategy. This option has different
advantages that are in line with MCR's goals and characteristics of the Japanese market.
Loss of Control: Collaboration with a local partner may result in a loss of control over the
final product's quality and brand representation. Maintaining the quality and brand
integrity would be crucial.
Profit Sharing: Sharing profit with local partner can have an impact on MCR's overall
profitability in Japan. There should be a clear agreement between them regarding the
profit-sharing agreements before they start with the partnership.
Companies usually choose partnerships or joint ventures when expanding into new
market due to the difficulties of international operations and the need for local expertise.
MCR could benefit from creating strategic collaborations with respected Japanese coffee
roasters who share their dedication to quality and ethical sourcing. By combining MCR's
roasting and innovation expertise with the local partner's market knowledge, production
capacity, and marketing networks, MCR can develop a significant position in Japan's
specialty coffee market while reducing market entry risks.
1.Work Culture:
Understanding local work culture is crucial for effective human resource management.
Tailoring marketing strategies to local consumer behavior enhances customer
engagement and brand loyalty. Recognizing differences in communication styles,
including language barriers and non-verbal cues, improves business interactions.
2. Legal Environment
Familiarize with local laws on business operations, labor, taxation, and environmental
standards to ensure compliance and avoid legal issues. Understand local IP laws to
protect intellectual property and prevent infringements. Ensure contracts adhere to local
legal standards, including dispute resolution mechanisms.
3.Economic Environment:
Assess economic stability and growth prospects in the target market to mitigate risks
during downturns. Monitor currency exchange rates, especially for foreign transactions,
as fluctuations can affect profitability. Evaluate the cost of labor, materials, and
operational expenses to ensure alignment with the company's financial objectives.
4.Political Environment:
Political stability is essential as changes in government policies can affect business
operations. Understanding the political climate helps anticipate potential risks.
Additionally, tariffs, trade agreements, and import/export regulations impact the
feasibility and cost of doing business in new markets.
5. Technological Environment:
Assess technological infrastructure quality and availability, including internet
connectivity and transportation systems. Understand local market openness to new
technologies, which influences product adoption and market penetration strategies.