A Global Lavazza

Marketing Plan # 101926

Business > Companies
Business > International
Business > Marketing

A Global Lavazza

This paper analyzes the Lavazza coffee company's international marketing challenge.

3,964 words () | 8 sources | MLA | 2008 United States

Paper Summary:

The paper explores how Lavazza coffee, the market leader in Italy, can market their popular brand on a global scale. The paper provides a detailed and analytical examination of the Lavazza brand and explores all aspects of international marketing.

Outline:
Introduction
Business Description
Production Process
Current Marketing Strategy
Marketing Goals
Situational Analysis
Market Summary
Market Demographics
Market Needs
Market Trends
SWOT Analysis
Competitive Analysis
Target Marketing and the Marketing Mix
Services and Service Marketing
Service/Marketing Research
Financial, Budgets, and Forecasts
Contingency Planning
Concluding Remarks: Global Marketing Challenge and Lavazza

From the Paper:

"Lavazza coffee is known as the "undisputed market leader of espresso in Italy, with almost forty-five percent (45%) of the total market" ("Lavazza's"). Lavazza is over a hundred years old and is known for its product quality, which is achieved via a technical and meticulous quality control system.
"The company concentrates on the domestic market and offers its products throughout the world via a distribution system with subsidiaries, namely London, New York, Paris, and Frankfurt and authorized distributors located in cities around the world. This type of marketing has proven to be successful in the past; however diversifying the target market will leverage Lavazza's name as the best quality coffee and optimize the firm's position in the future and in markets outside of Europe. There is a need to implement marketing tactics that will strengthen Lavazza's household name and reputation."

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.