Mavis Bank Coffee Factory’s International Business Strategy

Subject: Strategy
Pages: 2
Words: 339
Reading time:
2 min

Mavis Bank Coffee Factory (MBCF) Ltd. uses a home replication international business strategy to market its coffee in the US. This means the coffee products are made for domestic consumers but, consumers in the US found the products luxurious and enjoyable, and therefore MBCF international business strategy responded to this demand. The products under the brand name Jablum is marketed in the US by independent wholesalers and retailers who are mainly US citizens and the Blue Mountain Coffee Inc, an international distributor with the sole license from the Jamaican Coffee Board to market Blue Mountain coffee in northern America.

Home replication strategy addresses the issue of maintaining high-quality coffee that can not be easily duplicated. Premium coffee from Jamaica Blue Mountains is sold in the US market by independent distributors and retailers known for their stock in original premium coffees such as Jablum brand coffee. The distribution of MBCF coffee by Blue Mountain Coffee Inc, a sole license holder for the marketing of Blue Mountain coffee in North America helps to maintain a high-quality product in the market as consumers are assured of the original Jablum coffee.

The use of e-commerce by MBCF Ltd where customers can order their coffee online is another way of ensuring that the company fetches optimum prices in the US. Since coffee is roasted three times a week the customers ordering online will be assured of a constant supply of fresh coffee anytime they order. This establishes a wide consumer base that is willing to pay for fresh and original coffee.

Home replication strategy treats business in the US as separate from the home country one. This way the strategy does not address the potential impacts of consumers’ perceptions of the company as a result of its dealings with its partners in Jamaica such as suppliers, laborers among others. Issues such as worker exploitation in coffee farms and low wages can lead US consumers to change their perception of the company.