The first country that the company should choose to expand its business in Italy. This country has a long tradition of cooking pasta and pizza, but it lacks specific associations with chocolate brands. Accordingly, Chocolate Bliss has the opportunity to overcome Ghirardelli and other competitors in their effort to win the market. Since the financial situation in the organization is healthy, it has sufficient resources to study the target audience and launch marketing campaigns.
Additionally, Italy is a tourist country visited by millions of tourists annually. Consequently, its market can potentially grow considerably, which may influence Chocolate Bliss beneficially, providing access to many customers. Moreover, the company can produce new products that can have a strong association with the country, which can have a competitive advantage generating greater value for the organization. Consequently, Italy can become the first aim of expansion because it has such advantages as the potential for growth in the market and an insufficient number of competitors.
Culture and logistics would be the most significant factors that the organization might consider while analyzing the market. Mainly, the differences in language and cultural background might be considered while choosing the target audience and the preferences of the customers (Brooks, 2019). The traditions and eating habits should be assessed to determine how they influence chocolate consumption. The next step might be the observation of the specifics of logistics.
The country has a developed system of air and sea logistics locations due to its position on the map of Europe. Italy is a comparatively small country, but the transportation system, warehouses, and customs clearance should be evaluated to guarantee that the products are delivered without difficulties. Managers should consider the remoteness from the United States, the differences in language, and the specifics of local partners’ way of the leading business in justifying the expansion.
Reference
Brooks, C. (2019). Going global: How to expand your business internationally. Businessnewsdaily. Web.