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International Marketing Plan for the Coffee Bean and Tea Leaf Company in

Germany

Leah Hurley

Professor Ishihara

BUS-43 Online: International Marketing

I. Executive Summary

For more than 40 years, The Coffee Bean & Tea Leaf® has remained true to our vision: to bring our customers the most extraordinary collection of coffees and teas from the world's most exclusive growing estates. In keeping with that vision, we proudly offer our premium products through our amazing franchisees located in 19 international countries around the world and growing! Now, our customers can enjoy our delicious beverages from Shanghai to Dubai! Now we are pleased to introduce our latest business endeavor, an international franchise location in Germany! As far as the market susceptibility of the German market to the Coffee Bean and Tea Leaf Co., Germany is known as a coffee drinking nation. In 2010, per capita consumption of coffee increased to 150 liters in total volume terms. According to the German Tea Association, tea became the favorite hot drink of many Germans, with tea imports reaching 44,000 tons in 2009.According to the German Federal Statistics (Statistisches Bundesamt Deutschland’s), people in Saarland consume the highest volumes of coffee (four cups per day), followed closely by Schleswig-Holstein and Nordrhein Westfalen. However, a coffee cup in Germany is relatively small: 100ml on average. Coffee is expected to register see good total volume sales growth over the forecast period. According to the German Coffee Association, and other sources, coffee is a healthy drink. They claim that coffee stimulates mental activity and positively aids sports activities, such as fitness, but also prevents diabetes and Alzheimer’s disease and protects the liver. Such publicity usually has a significant influence on

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