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Hilmann Reinier: Cokeˇ¦s Coffee Challenge in China  
Product Ref: 15/558C Company: Hilmann Reinier

Product Type: Case Industry: Food, Beverage & Tobacco
Retail & Wholesale

Related Product(s): N/A
Authors: Mary Han   Helena Hu
Jim Coke had been a jack of all trades since his student days. A big dreamer, Coke knew that he was on the cusp of something big. A Hong Kong resident since 2010, he wanted to dominate the coffee distribution market in Hong Kong and mainland China. After only one year, he had managed to secure the unthinkable: a coffee distribution deal with Hong Kongˇ¦s leading supermarket chain, ParknShop. More importantly, he was now Jamaica Blue Mountain R coffeeˇ¦s official licensee in 67 countries, including China and Hong Kong. Should he continue to obtain exclusive or non-exclusive Hong Kong distribution rights for specialty food commodities or was it time to take on China, with its population of 1.35 billion people?
Functional Area : Marketing
Strategy & General Management

Learning Objective: 1. To understand some of the typical challenges faced by entrepreneurs, particularly those who strategically target China via Hong Kong.
2. To understand the six critical dimensions of entrepreneurial behavior through the promoter and trustee lenses described by Stevenson.
Length: 22 pages Country: Hong Kong SAR

Pub. Year: 2015 Level of Difficulty: 2
This product type is available in the following language(s):      English
Related Information: N/A
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Case (15/558C) HK$58 / US$7.5
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