Westrock Coffee Company: New Foreign Market and Marketing Mix

International Marketing
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Table of Contents Introduction. 3 Macro-Environmental Analysis. 3 PESTEL Analysis. 3 Political Factors. 4 Economic factors. 4 Social Factors. 5 Technological Factors. 5 Environmental Factors. 6 Legal  Factors. 6 Porters Five Forces. 6 Threat of New Entrants. 7 Bargaining Power of Suppliers. 7 Buyers' Bargaining Power 7 Threat of Substitute Products. 7 The Intensity of Competitive Rivalry. 8 Risk Assessment 8 Political Risk. 9 Commercial Risk. 9 Industrial Risk. 9 Financial Risk. 9 Westrock Coffee's 12 Cs for Indian Market Entry. 10 Segmentation, Targeting, and positioning (STP) 11 Westrock Coffee's Marketing Mix Evaluation in India. 13 Product Mix. 14 Pricing Mix. 14 Place Mix. 14 Promotion Mix. 14 Strategic Recommendations to Enter – Ansoff’s Matrix. 15 Market development 15 Product Development 15 Conclusion. 16 References. 17 Appendix. 20 Appendix 1: Coffee Massive Production. 20   Introduction
International marketing is now a crucial tenet for businesses looking to grow sustainably in unprecedented global connectivity. Thus, international marketing has become more diverse and complex (Doole & Lowe, 2022). Westrock Coffee Company, a well-known name in the international coffee industry, has made significant progress with its distinctive fusion of sustainable practices and high-end product offerings (Westrock, 2022). With a focus on delivering the best coffee while sourcing it ethically, Westrock is a shining example of how business and social responsibility coexist harmoniously (Jorgenson et al., 2023). The company is currently considering market expansion as a part of its ambitious growth strategy, leveraging its strong brand identity to tap into new areas and demographics. Westrock's planned market expansion is poised to usher in a new era of success and influence in the coffee landscape because of the changing preferences of modern consumers who value quality and sustainability (Westrock, 2022). Therefore, the research emphasizes the Indian market for expansion by considering the macro and micro environmental factors with a focus on risk assessment, 12 Cs, marketing, and future strategic considerations.
Macro-Environmental Analysis
Expanding into a new market requires a business to assess the external environment based on varying factors to consider the market's potential. PESTEL and Porter's five forces are assessed below to demonstrate the macro environment.
PESTEL Analysis
The strategic framework effectively demonstrates the external threats and opportunities considering the macro environment factors highlighted below (Doole & Lowe, 2022). The framework analyzed the Indian coffee industry for Westrock Coffee (Westrock, 2022).
Political Factors
The Indian government has actively promoted the coffee industry by enacting pro-business policies and facilitating exports. The creation of the Coffee Board of India, which aims to encourage domestic and international coffee consumption, demonstrates the political will to support the industry. Trade agreements and diplomatic r...