An Analysis of the Caribbean Coffee House

This report focuses on an analysis of the export strategy of The Caribbean Coffee House's "Café Trinite" line of specialty coffees. The purpose of the report is to identify any inherent problems within the current strategy and recognize the room for improvement. I have chosen to concentrate my report on the evaluation of Café Trinite within the regional market.

Before contacting the chosen company, I firstly attempted to educate myself about international market entry strategies, so that I would possess thorough knowledge of the issues that may arise within my discussions with the General Manager. Next, I drafted a questionnaire that would guide my interview so that all the information required would be collected. This was followed by an in-depth interview with the GM and subsequent phone calls to various CSR's during the course of my project.

I employed the use of the internet as a tool for obtaining statistical data from credible sites. In addition to which, I developed my knowledge on the topic by reading various texts and scholarly papers on related topics.

I have come to the conclusion that immense competition in the regional market is a major threat to Café Trinite's market share, particularly when we consider that expanding market share is an objective for the line.

My analysis led me to the conclusion that even though a standardized entry strategy may work for the entire region as a whole, this strategy must be revised in order to incorporate some of the unique threats inherent within the market.

The Caribbean Coffee House (TCCH) was originally established in 1931 by the Melizans, a Trinidadian family who owned a coffee plantation, and José Perez, a Cuban coffee connoisseur & roast master. The company first started making a delicious blend of coffees which it called "OK Coffee". However, when former owner Alex Devaux took over, he saw the potential to tap into Trinidad's rich history and align the brand of coffees to Trinidad and Tobago's colourful background and its European influences. Thus came the birth of the "Café Trinité" line of coffees. (See Appendix 2)

Their major target segment comprises of tourists who visit the Caribbean and take away these specially packaged and uniquely flavored coffees as a reminder of their "Caribbean Experience". In terms of exports, TCCH is ranked 2nd in the coffee manufacturing industry of Trinidad and Tobago, though its market share is considerably lower than its major competitor Hong Wing (not specified).