Espressamente Illly Case Study

Decent Essays
According to Balaster, Cammarata, Geroldi, Kurucz, Maj & Milani (2006), Illy is concentrating its attention in China. However, there are some challenges that Illy must overcome in order to tackle the Chinese market. First of all, China is a well-known tea-drinking nation. It is challenging to tackle to Chinese to drink coffee as they dislike the strong taste of it. Next, Nestle and Starbucks play an important role in the China coffee market. Nestle, which acquires “Nescafe” has arrived in China predominant the instant coffee market. In addition, Nestle holds about 85 - 90 percent of the market in China. Moreover, Starbucks has started to open its coffee shops in 1999, which means that Starbucks is well established and when people talk about …show more content…
It had been introduced in Japan, USA, Romania,France and other foreign countries. To capture China market, they also planned to open more espressamente Illy in China. As Andrea Illy said, “China will become one of the world's top five coffee-consuming countries in one generation."(2012) The first espressamente Illy was introduced in Beijing which named espressamente Illy Parkview Green in 2012. This first Boutique Café reflects the change of Chinese culture. Nowadays, most of the Chinese in China are starting to accept the western culture and also the coffee culture. According to Chinese Coffee Consumer Psychology Analysis in China, coffee brings a symbol in China which represents good taste and quality in kinds of beverage. For example, Starbucks has become one of the well-known lifestyle brands in China since 1999. Quality of the coffee also makes an important role in Chinese culture. China customers prefer having a good quality product. According to IREF (2012), espressamente Illy has been designated "The Best International Franchise Chain". Besides, Espressamente Illy won the ‘Best Branded Coffee Shop Chain - Italy’ award in Berlin in 2011. Overall, Illy has fulfilled all of these conditions (quality and branded) if they want to enter the China market. So we can know that the opening of first espressamente Illy in Beijing was one …show more content…
The western ideas and standards of advanced coffee had been spread out to attract the new generations in China. It provides a chance for them to know the value and quality of Illy’s products, especially coffee. Students will learn the way of processing coffee beans, roasting and also how to make a cup of quality coffee inside this University. In addition, it is also suitable for customers which are passionate coffee lovers in China to enjoy an exclusive educational tasting experience. As we know that nowadays the tea culture in China still growing deeper in Chinese’s minds when compare to coffee culture. Although Starbuck has become a famous brand in China, but the influence of coffee culture still consider low. For example, most of the Chinese in China like to seek a certain kind of experience in coffee shop but coffee-drinking is not their habit, it doesn’t have the pervasive coffee culture in western countries. So this University of Coffee in Beijing will give Chinese a new experience to know the nature of coffee culture, sharing the passion for excellence promoting the awareness of quality. And the latest coffee research will be also promoted by them. Not only for coffee, the University of Coffee also willing to discovery others products to ensure their quality, such as chocolate, cappuccino and others. Quality is the important values for them in their mission. In conclusion, all

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