//Major Coffee Corporation: brand strategy & international development - CONFIDENTIAL

This is a confidential strategy project I managed for a major international coffee house.

- Context : That company has done a "close to perfect" strategy worldwide but still - some areas in the world are so competitive that they are more difficult to get in. The US is a good example of it. This is why I came to advise on US strategy for this coffee house client.

- Achievements : I observed today's US strategy and compared it to company global strategy. I focused on retail practices and on-line business, local customers' habits, competition, retail differences, customer service practices, PR and brand awareness. I advised on new ways to promote the coffee brand locally.

- Goal : Find more appropriate means to fight with local, financially powerful competitors and ultimately become a major coffee player in the US. Results : in process...