Global Marketing Assessment 1 Brief - 001 Report analysis for Caffè Nero

Caffè Nero is an Italian-influenced coffeehouse company headquartered in London, England. Founded in 1997 by Gerry Ford, currently the company runs more than 1,000 coffee stores across around 10 countries. After the challenging year with Covid-19, Caffè Nero produced a strong financial recovery and successfully refinanced its debt in 2022. With the new debt arrangement of approximately £330m, the Nero group has secured additional facilities of £85m available for growth opportunities, especially for new global markets.

Now, you are required to conduct a global market analysis for Caffè Nero through which you will identify and recommend the most suitable market/country for Caffe Nero to enter.

The components of the global market analysis:

Part One - Preliminary screening:

• In which you apply the appropriate concepts to help you to systematically carry out the market screening of identified countries using all necessary secondary sources.
•  A minimum of 6 countries should be identified. 

Part Two - Specific market/country screening:

• Develop a set of specific criteria to help you evaluate/rank those identified counties (from part one) and justify your chosen criteria.
• Collect relevant secondary or primary data to help you evaluate how your identified countries perform against your chosen criteria. (A scoring system could be used)
• The outcome of this process will lead to one most suitable target country/market for Caffe Nero.

Part Three - Further research and justification of the target (top one) country:

• Conduct an additional research and justification of the target country/market to further demonstrate the highest potentials of the target (top one) country/market, including analysis of consumer behaviour of the market segment(s) and analysis of the competitive environment.