Lavazza Coffee

Paper Summary:

This paper explains that Lavazza coffee, the undisputed market leader of espresso in Italy, is known for its product quality. The author relates that, although the company concentrates on its domestic market, it also offers its products throughout the world via a distribution system with subsidiaries and authorized distributors located in cities around the world. The paper recommends that diversifying the target market will leverage Lavazza's name and optimize the firm's position in markets outside of western Europe, especially in eastern European countries such as Albania. The author cites that Lavazza's marketing budget under this recommended plan will equate to an average of 5% of total sales. The paper includes several graphs, figures and tables.

Table of Contents:
Executive Summary
Business Description
Production Process
Overview of Lavazza Coffee's Production Process
Current Marketing Strategy
Marketing Goals
Situational Analysis
Market Summary
Target Market Forecast for Retail Line of Lavazza Espresso Coffee and Espresso
Lavazza's Target Market Growth
Lavazza's Customer Forecast
Lavazza's Target Market Growth Espresso Machines
Market Demographics
Italian Market
European Market
International Market
Market Needs
Market Trends
Key Consumer Growth
Defined Market Segments
Defined Distribution Channels
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Competitive Analysis
Competitor by Growth and Share
Competitor by Growth and Share
Marketing Strategy
Target Marketing and the Marketing Mix
Market Segment Analysis
Services and Service Marketing
Pricing
Promotion
Service/Marketing Research
Financial, Budgets, and Forecasts
Sales Forecast
Sales Forecast by Segment
Expense Forecast
Expenses by Segment
Contingency Planning
Industry or Economic Downturns
Loss of Key Resources
Country specific Economic, Social, and Political Changes
Concluding Remarks: Albania and Lavazza

From the Paper:

"Lavazza has a mandate to provide quality products, this goal is extremely critical. Since the consumer base judges the company on the quality of the products sold. This is the primary - and in many cases their only - measurement of Lavazza's capabilities. Lavazza needs to subscribe to an international research institute to better understand the demographic, economic, political, and social structure of the target market. Additional research should involve tracking competitive activities, gathering data on key business clients and their industries, and watching the evolution of coffee habits and its impact on the industry."

Sample of Sources Used:

• Berry, Tim and Doug Wilson. The Book on Marketing Plans. Oregon: Palo Alto Software Incorporated, 2001.
• "Coffee Importation Statistics". International Coffee Organization Trade Statistics. 20 Jan. 2007 <http://www.ico.org/coffee_prices>
• "Coffee Consumption Statistics". International Coffee Organization Trade Statistics. 20 Jan. 2007 < http://www.ico.org/show_document.asp?id=231>
• Davids, Kenneth. Coffee: The Guide to Buying, Brewing and Enjoying. San Francisco: 101 Productions, 1981.
• Debelak, Don. Marketing Plan. Massachusetts: Adam Media Company, 2000.

More papers on Lavazza Coffee:

• Marketing Plan # 131538 : "Marketing Plan: Lavazza Coffee"
• Marketing Plan # 104191 : "Analyzing Lavazza Coffee's Marketing Plan"
• Case Study # 104697 : "Lavazza Coffee"

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