Question

writting a 7-10 pages essay on a Market Entry Analysis on a Coffee shop entry into Western Africa this essay should be wrote in APA formatting the essay should show all your calculations in your essay Market Analysis Entry should include the following

Defining the problem
Anaylsis of the situation
Obtaining data that is specific to the problem
Analysis and interpreting the data
Fostering ideas and problems solving
Desiging a plan

I hope this is enough information for your help

Answer 1

Writing a 10 page essay is beyond the scope given the time limit. However, I can give you a structure in terms of how to structure this market entry analysis.

To do a market entry analysis, the following format can be used.

Since the case specifically talks about West Africa, here are a few facts about this region which can be used to build on the above format.

By some estimates, current globally consumption of coffee is close to 150 Mn bags and this number is expected to grow to 190 Mn bags by 2020. West Africa is a major producer of the Robusta coffee (about 100K in Cote D Ivoire alone). Any new entrant in this market should leverage on the fact that this geography has such a huge sourcing potential.

Competition

In terms of competition landscape, there is a lot happening in Africa currently. However most of the activity is concentrated in East and South Africa. Starbucks has recently entered South Africa and in East there are a number of home grown entrepreneurs who are creating a market for coffee lovers. Good African Coffee, Java House, Kaldi’s Coffee are all good examples of coffee joints having a major presence in East Africa. For West Africa, the only one is Café Neo (Nigeria).

Market Potential

For the longest period of time, coffee has been produced in Africa purely with the intent of exporting. So much so that the local population has a major affinity towards tea. However with commercialization and exposure to American culture through mainstream media, coffee acceptability has really gone high. Especially amongst the younger age group segment.