Di Bella Coffee - Grade: 6 PDF

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The paper explains Di Bella Coffee offers a wide range of coffee brands both locally and internationally. It also describe some of the ways in which Di Bella has used the internet platform to market its coffee products....

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Running head: MARKETING

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Di Bella Coffee Student Name Institution Affiliation

MARKETING

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Introduction According to Di Bella (2012), Di Bella Coffee offers a wide range of coffee brands both locally and internationally. Di Bella Coffee source coffee of high grade through their close partnership with other coffee producers all over the world. Over the past decade, Di Bella Coffee has repeatedly expanded its operations into different countries and has led to marketing their products penetrating the Asian coffee market therefore creating headquarters in certain regions such as Shanghai in 2010. The company also ventured internationally into business in India with many coffee firms and led to the creation of new categories of coffee brands. For example in India Di Bella Coffee, revolutionized the coffee sector and led to the combination of two types of coffee, espresso and instant coffee that promoted the development of TORQ which was a great innovation by Di Bella. Di Bella has used different methods to market its coffee brands worldwide for example through innovations and also the internet. Through the internet Di Bella has reached many consumers and also producers to partner with them. This paper will explain how Di Bella has effectively utilized the internet to successfully market its coffee products internationally. The following are some of the ways in which Di Bella has used the internet platform to market its coffee products. Online marketing and selling Di Bella has different techniques to market its coffee products. Fletcher and Crawford (2010) asserts that Di Bella Coffee Company sells and market their products online therefore maximum utilisation of the internet platform. The company meets its consumers from different market segments and the strategies of selling and marketing online has led to a wide range of coffee products sold in Australia and many others exported to China and India and at the same

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time a larger portion being sold online. Countries such as China through the internet has acquired larger portions of coffee products from Di Bella Coffee Company. This has opened a wider market for Di Bella and has helped in acquisition of larger market share therefore high returns from investments. The company also has used the internet to advertise its coffee product to its consumers all over the world. The advertisement has led to many consumers and other coffee producers to have an extensive knowledge about the brands produced by Di Bella. The rate of consumptions in China and India, has been elevated through the advertisement strategy in the open market. Full digital interactive platform Through the internet, Di Bella has utilised it fully in that, it is the first coffee chain in India to acquire a full digital interactive platform in all its stores. The company has adopted the use of computers and tablets for menu ordering and internet usage. In internet connectivity equipment the company has installed a software that enables social interactions and networking to ensure that customers have a personal connection with the brands produced by Di Bella. Personal connection has led to the success of marketing coffee products internationally. Different consumers from different countries get appropriate information about a particular coffee brand from Di Bella and this has led to increase in consumption rate of the products. The software also has led to personal interaction between Di Bella and the consumers. It has eased interaction between Di Bella and other coffee producers whom they may wish to partners. The software therefore has created a good platform for the establishment of new ideas and necessary actions to be taken in accordance to the consumers and other producers. For example Di Bella Coffee has gotten a large number of contract in Pudong with Siemens Medical Factory through proper interactions and networking (Di Bella 2012).

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Digitalisation Di Bella Coffee Company uses digitalisation through the internet to support the international aspirations of the firm via the recent development of an online store. The store sells products such as TORQ directly to the consumers and wholesalers all over the world. When marketing Di Bella products such as TORQ internationally through the internet, much consideration is given to the technological infrastructure that is in place. International markets can be complicated when compared to the local market. The company has made it possible for their consumers to acquire physically their products in store locations. Through MyDiBella.com site, markets with the access to the site can view different brands of coffee from Di Bella, accessories, natural instant coffee, TORQ, coffee-making equipment and consumables like sugars. In the website, consumers have been given the opportunity to give feedback about the products and services, view different videos about making good coffee, place any orders anytime anywhere, join conversations on social media platform like facebook, and keep track of all placed orders (MyDiBella, 2012). Conclusion The success of a firm internationally is dependent on several factors such as how well the product or service is marketed and viewed by the consumers and other producers. The company needs to adopt new techniques to help penetrate the market. The needs of consumers need to be satisfied fully and by this, it is necessary for the Di Bella Coffee to tailor products to make it suitable for the needs of a specific market segment or on the other hand change the product to suit the international market. Companies need extra efforts to acquire larger market share both locally and internationally. The international market is competitive meaning that Di Bella meets other coffee producers who creates competition in the market, therefore the use of internet to

MARKETING market the products can make the company gain competitive advantage. When producing products internationally, appropriate strategies need to be adopted in order to be a step further from the competitors. When marketing a product globally, the strategies need to be taken into consideration and also the corporate social tresponsibilities practices. An awareness is created when identifying the issues encountered during modification of products and it will enable the company to operate in the international market.

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Di Bella. (2012). Retrieved 11th January 2021 from, www.dibellacoffee.com.au/about-us/aboutdi-bella-coffee.html Fletcher, R., & Crawford, H. (2010). International Marketing: An Asian-Pacific Perspective, 5th edn, Pearson Australia, Sydney. MyDiBella. (2012). Retrieved 11th January 2021 from, www.mydibella.com...