Capstone Project Part 3 and 4

Strategic Audit

Student's Name

Institution

Cultural differences

There are a lot of cultural difference in different nations where countries move to conduct their businesses. It is the cultures that will influence the rate and response that is given to the goods as they are introduced in the market. Cultural difference is something that is important for a company to consider before going into a new country (Bain, & Economist Newspaper Limited 2013).

Some of the cultural difference include the following, in the United States, there is a different culture in relations to the consumption of coffee. It is usually used in reference to the ubiquitous presence of many of the coffee shops, and the espresso stands especially in the Seattle, metropolitan area and also the spread of the franchises of the businesses such as the Starbucks and their clones in the entire United States. The other key aspects coffee culture include things such as the presence of the free wireless internet access for a majority of the customers; there are many customers who do their businesses in the locations for a lot of hours on some regular basis (Musso, & Druica, 2014).

The style of the coffee culture usually vary from one café to the one. In the American culture, there are also many instances of coffee breaks where people especially the workers take time off the work to go and have some coffee with the other colleagues. There are also several coffee joints including in the hospitals and different sporting joints where they are sold out to any potential buyers. Coffee is also consumed by majority of the Americans due to the connection that exists between the consumption of coffee and American independence and revolution since during that time they consumed a lot of coffee.

Cultural exchange

In the event that there is the interaction of different cultures, there is high likelihood of exchange of the cultures. Since the trend of consumption of coffee is higher in the America than in Britain, there are many things that the firm will learn from the American population and businesses. The first one includes the different trends in the consumption of the coffee, the cultural attribution that they give to the coffee consumption, the rates of the consumption plus the various testes that they feel upon consumption of the other brands of coffee that is already in existence in the market. Some of the things that can be quite different from the practices that are done in Britain as a country.

Distribution Methods

There are different strategies that are already taken into consideration when distributing the products up to the final end user. Some of the distribution methods that they are to adopt must be very competitive and also have the capability of reaching the customers in good time. The best distribution method, in this case, is the use of direct sale to the customers who are the consumers. This can be done through the establishment of coffee joints, opening of coffee shops and the introduction of the door to door delivery option so as to ensure that different clients are reached with the coffee while still fresh (Musso, & Druica, 2014).

The other method can be taking advantage of the existing large retail stores such as the supermarkets and using them as the major distribution points and channels for the products. The retail food outlets will in fact act as the best way of attracting new and different clients who are in need of the products that are to be introduced in the market. It is also through them that market assessment can be done by the company so that they can know how the product is functioning in the market.

Product/Market

The market for the products will be varied and diverse in that there are many people in America who take a lot of coffee. The rate of coffee intake in America is very high as compared to even Britain. This is the sole reason why the product will get a high rate of reception among the different groups of the Americans depending on the targeted population that they have and intend to reach.

Pricing

The price of the coffee will vary depending on the quantity that is being offered. A good example is in the case where the company will charge relatively lower prices in the American market since there are many individual companies in the same country which have fully established themselves in the market. There are however some places where the prices will be higher especially when making of the home and door to door deliveries (Musso, & Druica, 2014).

Positioning

The positioning of coffee in the market is such that it has a very high competitive advantage in the market. It has to prove that it is the best-selling coffee company as compared to the already existing companies that are already operating in the American market. The business intends to make profit and it must hence strive to do so.

Reference

Bain, C., & Economist Newspaper Limited. (2013). Guide to commodities: Producers, players and prices, markets, consumers, and trends.

Musso, F., & Druica, E. (2014). Handbook of research on retailer-consumer relationship development.