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Internationalization of Bosnian black coffee brand: bringing the traditional coffee experience to the world

Selma Kadić-Maglajlić (School of Economics and Business, University of Sarajevo, Sarajevo, Bosnia and Herzegovina)
Maja Arslanagic-Kalajdzic (School of Economics and Business, University of Sarajevo, Sarajevo, Bosnia and Herzegovina)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 30 March 2019

Abstract

Learning outcomes

The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops).

Case overview/synopsis

This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company.

Complexity academic level

This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand management.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 8: Marketing.

Keywords

Acknowledgements

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.

Citation

Kadić-Maglajlić, S. and Arslanagic-Kalajdzic, M. (2019), "Internationalization of Bosnian black coffee brand: bringing the traditional coffee experience to the world", Emerald Emerging Markets Case Studies, Vol. 9 No. 1. https://doi.org/10.1108/EEMCS-05-2017-0104

Publisher

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Emerald Publishing Limited

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