Repositioning strategy of Brazilian coffee producer within its Global Value Chain via entering the European market
Authors
Fecko, Oliver ; Cretu, Catalin
Term
4. term
Publication year
2015
Submitted on
2015-06-07
Abstract
This thesis aims to provide Grupo CMEW, a Brazilian coffee farmer, with recommendations on how to reposition within the coffee global value chain by entering the Western European market. Focusing on improving margins, strengthening brand perception, and increasing sales, the study addresses which markets are most appropriate and which entry modes and partnerships fit the firm’s capabilities. The research adopts a qualitative, exploratory design based on a one-week field trip to Germany and the United Kingdom, using semi-structured interviews with owners of German coffee roasters, UK coffee trading companies, and the company’s owner. The analysis is grounded in theories of internationalization, global value chains, foreign market entry modes, international market selection, and product positioning, applying screening approaches and the BCG matrix. It includes a coffee GVC assessment and a firm-specific GVC analysis, a comparison of Germany, the United Kingdom, and the Netherlands, and evaluations of distribution networks, international experience, product options (green/roasted beans, capsules/pods/ground), certifications, traceability, relationships, and channels; it also provides a deep dive into entry-mode considerations for Germany. The outcome is a step-by-step understanding of how a coffee farmer can move up the value chain and internationalize more successfully, along with practical recommendations on target market selection, entry strategy, and potential partnerships, while acknowledging the qualitative scope and limited fieldwork timeframe.
Dette speciale har til formål at give Grupo CMEW, en brasiliansk kaffefarmer, anbefalinger til, hvordan virksomheden kan repositionere sig i kaffens globale værdikæde ved at træde ind på det vesteuropæiske marked. Med fokus på at forbedre marginer, styrke brandopfattelsen og øge salget undersøger specialet, hvilke markeder der er mest relevante, og hvilke indgangsformer og partnerskaber der passer til virksomhedens kapabiliteter. Undersøgelsen er kvalitativ og baseret på en uges feltarbejde i Tyskland og Storbritannien, herunder halvstrukturerede interviews med ejere af tyske kafferisterier, britiske kaffehandelsvirksomheder samt virksomhedens ejer. Analysen bygger på teorier om internationalisering, globale værdikæder, markedsudvælgelse, udenlandske markedsindgangsformer og produktpositionering og anvender bl.a. screeningsmetoder og BCG-matricen. Specialet omfatter en værdikædeanalyse af kaffe og af Grupo CMEW, en sammenligning af Tyskland, Storbritannien og Nederlandene, samt vurderinger af distributionsnetværk, international erfaring, produkttyper (grønne/ristede bønner, kapsler/pods/kværnet), certificeringer, sporbarhed, relationer og kanaler; der indgår desuden en dybdegående drøftelse af indgangsformer for Tyskland. Resultatet er en trinvis forståelse af, hvordan en kaffefarmer kan rykke længere op i værdikæden og internationalisere med større sandsynlighed for succes, samt praktiske anbefalinger om markedsvalg, indgangsstrategi og potentielle samarbejder, under hensyntagen til undersøgelsens kvalitative karakter og begrænsede tidsrum.
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