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Cocoa Bio Company Case Study

In:

Submitted By charlotte911013
Words 3307
Pages 14
Topic
Option A. Company Case Study

Introduction

In the recent years, people pay more attention to healthy food. The brand I chose which name is Cocoa Bio can easily solve this problem. Cocoa Bio's idea is to create natural products of nourishment, which help people improving health using one of the best products that the nature has offered, the cocoa and consequently the chocolate. Cocoa Bio (2010).
Cocoa Bio was established in the United Kingdom. In March of 1997, Cocoa Bio started working to offer us this kind of products to a marketing expansion. In this essay, I will focus on expanding this brand to South Korean in which has not been covered yet. I will use PESTEL analysis macro environment, then discuss market entry modes and market mix strategy, and last, I will propose which one to choose, standardization or adaptation.

PESTEL analysis

Political factors
South Korea is government-led market economy. The economic aspect of the direction and development depends on government’s unilateral command, because of its highly centralized system of government. The most cannot be ignored problem is substantial degree of selective state intervention in the private sector. It is an obstacle for Cocoa Bio market entry and penetration. Besides, South Korean market has relatively limited volume, and it mainly relies on foreign trade to accelerate economy, therefore the government is quite sensitive to imported goods. Furthermore, Protection of homegrown company is quite common in South Korea. Imported goods are hard to occupy local share of the market under the pressure of protection policies of local products. Lee, Y. and Trim, P. (2008). This is not conducive to Cocoa Bio with establish brand image. Nevertheless, the attitude of government towards import has changed. In recent years, t it gives more lenient policy to import market. Moreover, the South Korean

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