Making it in Marketing!!: September 2008

http://www.businessweek.com/globalbiz/content/aug2008/gb20080813_265355.htm

Elite Coffee (Israel)
It seems like Starbucks competitors number is growing. The small Israeli company decided to go global and its success is accelerating. In order to do global business they used the acquisition strategy; “ The company embarked on a strategy of acquisitions in countries where coffee drinking is either strongly entrenched or taking off in popularity with newly affluent consumers. So far the strategy has paid off…” Elite is looking forward to enter the Asian market; “China fits the bill since there is a growing middle class, and their strategy is to gain the advantage by being first on the ground in such a huge market"
I guess global business works nice also for small countries like Israel.