Strauss Group based in Petach Tikva, is entering $40 billion coffee market globally. They are planning to be popular as other major coffee brands in the market. The company was founded in 1936 by the same family who is operating currently. The grandparents of the current owner escaped from Germany and started their dairy; where they started it selling cheese, milk and other dairy products. Later it cooperated with Unilever ice cream and Danone in yogurt. In 1997, the company bought one of the top chocolate and coffee company, Elite Industries. In 2004 the blended these two companies. This year revenues are expected to be $1.8 billion.
About ten years ago, the company stop depending on local market where the markets are saturated; the company adopted a strategy of acquisitions in different countries, where they did well. Strauss Group also started it operations in Eastern Europe, Ukraine and even Brazil, where they have become the second major player in the coffee market.
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