International Marketing: An Asia-Pacific Perspective
The paper describes how Di Bella Coffee offers a wide range of coffee brands both locally and internationally. It shows how the company has continuously expanded its operations in different countries. The document explains some of the ways in which Di Bella has used the internet platform to market ...
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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