Running head: INTERNATIONAL MARKETING 1
International Marketing
Name
Institution
INTERNATIONAL MARKETING 2
International Marketing
The aim of this paper is to analyze the CAGE (cultural, administrative, geographic and
economic distance) and SWOT (strength, weakness, opportunity and threat) of Illy espresso, to
enable the managing director of Espressamente at Illy, Christopher Reale, identify where the
greatest potential for success lie and the kind of strategy he should pursue to take Espressamente
to market.
CAGE Analysis
Country
Cultural Distance
Administrative
Distance
Geographic
Distance
Economic
Distance
Brazil
Brazil is the
second largest
Only the 11
percent of the
Brazil is 9054
km away from
It has low per
capita
language spoken
is Portuguese
Brasilia to Rome
is 12 hours
