Create a POWER POINT presentation on the strategic directions for the company in the case study, Internationalization of Bosnian black coffee brand: Bringing the traditional coffee experience to the world Download Internationalization of Bosnian black coffee brand: Bringing the traditional coffee experience to the world. After reading the case study and participating in the discussion board, you will present the following 11-slide presentation in class on the Monday after the due date (first Monday back). The content of the slides and the presentation will focus on the case. In addition, you will need to do additional research to support your analysis and conclusions. Students must read the case and apply 3 tools to study the environmental environment (PESTLE, SWOT, PORTER’S FIVE FORCES)Â
The research must be specific to the case and not just general research. The slides must contain:
Title slide
The problem presented in the case
Strategic questions that you need to decide related to the case
PESTLE analysis and summary findings
SWOT analysis and summary findings
Porter’s Five Forces analysis and summary findings
Options for the strategic direction of the company
Recommendation for one of the strategic directions
Additional information that is needed to implement the decision
Concluding thoughts and summary
Internationalization of Bosnian black
coffee brand: bringing the traditional
coffee experience to the world
Selma Kadi c-Maglajli
c and Maja Arslanagic-Kalajdzic
Introduction
, CEO and owner of AS Group,
It was a cold evening in early March 2019 when Rusmir Hrvic
, CMO of AS Group, were sitting in a restaurant overlooking the small
and Adis Hasakovic
town of Veghel in The Netherlands. They were having dinner after a meeting with the
management representatives of one of the leading retail chains in The Netherlands, Jumbo.
Jumbo was part of the privately-owned Van Eerd Group, which was established in 1921.
According to Statista (2018a, 2018b), it was the fourth largest retail chain in The
Netherlands with more than 580 stores (just after Kruidvat [more than 930 stores]; Albert
Heijn [about 850 stores] and Gall & Gall [about 600 stores]). The managers of Jumbo
seemed keen on the idea of accepting their traditional black coffee brand and listing it as a
stock unit for further merchandising, but they wanted to see their marketing plan with firm
details as soon as possible.
