Initial Strategy: Our consulting company began a 1.5-year cooperation with a premium Italian coffee brand, targeting the Middle Eastern market. Our initial focus was on reaching shops specializing in European products, retail chains, distributors of premium products, and the HoReCa sector. For the first six months, we introduced the coffee products to distributors and retail chains, receiving positive feedback almost immediately.
Main Obstacles: Despite the initial positive response, the primary buyers took a long time to make their decisions as they deliberated on prices, order volume, and listing fees. This prolonged negotiation process prompted us to re-evaluate our strategy.
Solution: We shifted our focus to entering the market through specialized small shops and coffee houses, offering them favorable conditions. This pivot proved to be successful, with the first order placed just a few months later. As the product became increasingly recognizable over the next year, the distributor saw its sales statistics and agreed to bear the listing fee costs.
Outcomes: We signed an exclusive contract with a distributor for the UAE area, securing a strong foothold in the Middle Eastern market. An exhibition event was held where we invited buyers from Qatar and Saudi Arabia, further expanding our reach.
Future Strategy: Our strategy for the future includes increasing sales and entering new Middle Eastern markets through targeted marketing activities. We also plan to register the coffee producer company in the Middle East, solidifying its presence and enhancing its reputation as a premium Italian coffee brand.