Selection of appropriate markets for: STEP1: Identify Basic Appeal GDP (PPP) Aging Internet Consumption % STEP2 : Assess the National Business Environment PEST Cooperate Tax Rate Food Inflation STEP3: Measure Market or Site Potential Labour Costs GDP per Capita STEP4 : Select the market or Site Number of Competitor Market Share

Stage of selection : Tim Horton Stage 2: Assess the National Business Environment Unites State, Japan, Germany, France, Spain, Sweden, Norway, United Arab Emirate, Denmark, Ireland, Hungary, Switzerland Stage 1: Identify Basic Apparel Norway, Switzerland, Australia, Denmark, Sweden, Singapore, United State, Ireland, Canada, Finland, Germany, New Zealand, United Arab Emirate, France, Hong Kong, Japan, Spain, South Korea, Saudi Arabia, Portugal, Czech Republic, Chili, Poland, Hungary, Russia, Brazil, Malaysia, Turkey, Romania, China, Indonesia, Egypt, Philippines, India Stage 3: Measure Market or Site Potential Germany, Norway, United Arab Emirate, Denmark Stage 4: Select the Market or Site Germany, Norway, Denmark Stage4 Norway Germany Denmark >>> top ten consume coffee (Commodities Prices | Spot | Futures 2017)

A. Market attractiveness - Germany 1 Very poor 2 Poor 3 Medium 4 Good 5Very good %Weight Factor Result (grading x weight) Market size X 15 6 Market growth 10 3 Buying structure 5 Prices 2.5 Buying power 7.5 Market access Competitive intensity 20 Political/ economic risks Etc x 1.5 Total 100 41 Market attractiveness = 41 : 100 = 4.1

B. Relative competitive strength With regard to the strongest competitor = Tchibo 1 Very poor 2 Poor 3 Medium 4 Good 5Very good %Weight Factor Result (grading x weight) Products fit to market demand X 20 8 Prices and conditions 10 3 Market presence 4 Marketing Communication 2 Obtainable market share 15 6 Financial results Etc 5 1 Total 100 36 ตรง Relative competitive strength = 36: 100 = 3.6

Denmark(Coffee Collective) Table1 : Market Attractiveness Table2 : Relative Competitive Strength Country Result German 4.1 Norway 4.3 Denmark 4.5 Country Result German 3.6 Norway 1.8 Denmark 2.7 Table3 : Market Size : Coffee Consuming Country Result German(Tchibo) 5.2Kg per capita Norway(Java) 7.2Kg per capita Denmark(Coffee Collective) 5.3Kg per capita (Caffeine (Coffee) Consumption By Country 2017)

Denmark(Coffee Collective) Table1 : Market Attractiveness Country Result German 4.1 Norway 4.3 Denmark 4.5 Denmark (4.5,2.7) Norway (4.3,1.8) Table2 : Relative Competitive Strength Country Result German 3.6 Norway 1.8 Denmark 2.7 Germany (4.1,3.6) Table3 : Market Size : Coffee Consuming Country Result German(Tchibo) 5.2Kg per capita Norway(Java) 7.2Kg per capita Denmark(Coffee Collective) 5.3Kg per capita

Country Score Mode German 173 Joint venture Norway 174 Denmark 176 Germany Critera Licensing Franchising Joint venture Degree of control 7 1 3 21 5 35 Resource commitment 8 4 32 40 Risk 9 36 27 Speed 6 30 24 Opportunity available 15 25 Expected return 128 151 173 Denmark Critera Licensing Franchising Joint venture Degree of control 8 4 32 3 24 5 40 Resource commitment Risk 12 2 Speed 7 28 21 Opportunity available Expected return 149 141 176 Norway Critera Licensing Franchising Joint venture Degree of control 7 1 4 28 3 21 Resource commitment 9 2 18 36 Risk 5 45 Speed 16 8 20 Opportunity available 25 Expected return 34 115 137 174 Country Score Mode German 173 Joint venture Norway 174 Denmark 176

References Anon, 2017. Caffeine (Coffee) Consumption By Country. [online] Caffeineinformer.com. Available from: https://www.caffeineinformer.com/caffeine-what-the-world-drinks [Accessed 13 Mar. 2017]. Anon, 2017. Coffee Machines for Coffee Shops | Tchibo Coffee. [online] Tchibo Coffee. Available from: http://www.tchibo-coffee.co.uk/sector/coffee-shops/ [Accessed 13 Mar. 2017]. Anon, 2017. Commodities Prices | Spot | Futures. [online] Tradingeconomics.com. Available from: http://www.tradingeconomics.com/commodities [Accessed 13 Mar. 2017]. coffeecollective, 2017. coffeecollective. [online] Coffeecollective.dk. Available from: https://coffeecollective.dk/the-coffee-collective-bars/godthaabsvej/ [Accessed 13 Mar. 2017]. Java, 2017. Java Espressobar og Kaffeforretning - St. Hanshaugen, Oslo. [online] Javaoslo.no. Available from: http://www.javaoslo.no/ [Accessed 13 Mar. 2017].