Delta Cafés

: going to China : choosing who to target and where to sell

Abstract

This dissertation has the objective of studying Delta Cafés, the leading company in the Portuguese coffee market. The case study presented occurs in 2014, and is set to clearly detail the process of internationalization of Delta Cafés in the Chinese market. Rui Nabeiro, the company’s CEO, had to decide which would be the best entry strategy to conquer the highest market share in such an intriguing, yet powerful market. The choice of entry was debated amongst two main strategies, the first one of following an approach where the brand would be launched as a Luxury brand and a second one, where the company would focus in a Mass Brand strategy. A detailed study of Delta and its consumers was elaborated in order to determine the most viable decision concerning the two possible entry strategies. The global coffee market was taken into deep consideration, given that, Delta’s decision would be based not only on the current market situation, but also in future trends that the market may follow. When considering all the dimensions above, a thorough analysis was pursued when answering the questions in order to define the appropriate entry strategy, with the purpose of achieving the most viable decision.

Date of Award	27 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor)