Market Analysis South Amerika - Instant Coffee Market in Argentina, Brazil and Chile: “Which country offers the best parallel trade possibilities for the Holland Trading Group in the field of Nestlé Nescafé products?”
In times where globalization even reaches the most private places on earth, companies have to be aware of the emanating business opportunities abroad. The market circumstances nowadays allow trading goods, products and services easily on a global level. This fact is the main driving force for Holland Trading Group, one of the leading trading company‟s active in the distribution of luxury branded items at a European wholesale and international trading level. The pursuit of new business contacts are getting underlined by the companies slogan “Any brand, anywhere, anytime” which shows the international orientation of the concern. Holland Trading Group is continually searching for new product-market-combinations around the globe and has identified South American as an interesting market for future business activities in the segment of Nestlé Nescafé products. To find the most suitable market on the South American continent, a market research in Argentina, Brazil and Chile need to be done to find in the country with the highest possibilities for Holland Trading Group to start parallel trade activities. To be able to give a serious advice to Holland Trading Group, the market scan has to give an answer about the economical situation in the countries. Besides, the legal situation in matters of import and export regulations or existing trade agreements must be discussed in this report. Another response should be given according to the current market situation of the South American coffee market. Facts like the used distribution channels, the competitors and the price structure is also important to know before a decision about a possible market entry in one of the three countries can be made. To answer all these questions an internal analysis of the Holland Trading Group is necessary to figure out the strengths and weaknesses. Furthermore the external analysis, including a DESTEP-analysis, an analysis of the coffee market and a monograph of the competitors and suppliers is necessary to discover the opportunities and threats which will be faced by entering the market in Argentina, Brazil or Chile. Ultimately, the country with the biggest potential for future business emerges and completes this report with entry-strategy advices. Moreover first business contacts of interesting companies on the South American coffee market are included in this report.
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