Decision Point: The Global Marketing Program: Product

With the market entry strategy determined, you turn your attention to the marketing tactics beginning with product.

Coffee drinking is strongly influenced by a country's culture. Based on your research into the Australian market, which of these three product strategies would be the best for Caff$$ Gustoso in its new market?

Select an option from the choices below and click Submit.

Product invention: Develop a new style of coffee for the Australian market to create a beverage focused on health and mindfulness.

Product adaptation: Replace Caff$$ Gustoso's high$-$sugar, espresso$-$based drinks with lower sugar options for the Australian market.

Product extension: Do not change Caff$$ Gustoso's espresso$-$based products for the Australian market. Offer the same American$-$style espresso beverages in Austinfia as in the U$.$S$.$