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Coffee Marketing Strategies, 2007.
This paper offers a marketing strategy and competitive analysis, taking into consideration three different coffee shop companies.
3,621 words (approx. 14.5 pages), 2 sources, APA, $ 100.95
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Abstract
In this article, the writer examines the coffee shop industry in the Untied States. The writer points out that Starbucks is the dominant leader in this industry, followed by regional competitors Diedrich Coffee and the many individually owned and operated coffee shops throughout the metro area and the nation. Starbucks, Dietrich Coffee, and the Coffee Bean and Tea Leaf Company, which has locations both throughout the Western US and internationally, are the three companies included in this marketing strategy and competitive analysis. The writer demonstrates that Starbucks dominates the U.S. coffee market from a retail perspective and has critical success factors of global growth and supply chain coordination as their most pressing challenges. The writer concludes that the competitive growth strategy of Starbucks centers on the management team's focus on the development and launching of stores, on international growth and on improving innovation and new product development.
Outline:
Introduction
Segmentation Strategies
Marketing Mix Analysis
Website Analysis
Market Position Analysis
Micro-environment versus Macro-environment
Customer Relationship Management
Societal Marketing
Concept Stages of the Product Life Cycle
Personal Buyer Decision Process
Competitive Analysis of Advertising Efforts
Supply Chain Management Assessment
Sustainable Competitive Advantages
References
From the Paper
"Starbucks' segmentation is also globally-focused, as can be seen from the world map shown in the following graphic. Segmenting globally has raised an entirely new set of revenue opportunities for the company, which expects by 2009 to have the majority of its revenue generated outside the United States. Investment analysts tracking Starbucks agree with this assessment. The backlash against globalization from western corporations is a major issue for Starbucks global growth plans, and their approach to highly customizing their stores and hiring only local workers, giving them health insurance, profit sharing, and respecting local customs has helped make globalization successful to this point. There is an abundance of work going on inside Starbucks right now to bring GIS expertise in-house to aid in their segmentation planning based on taking both demographic, psychographic and attitudinal segmentation criteria overlaid against potential market areas."
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Devising a Marketing Strategy, 2005.
Describes a marketing strategy for a fictional coffee product in a fictional country.
5,456 words (approx. 21.8 pages), 6 sources, MLA, $ 133.95
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Abstract
This paper provides economic, geographic, and cultural information on a fictional country as a backdrop for a marketing plan for a fictional coffee product called "Cafe Creme Lite". The paper details the targeted consumer group of the product; analyzes relevant geographical, political, and economic information regarding the marketing of the product; describes the industry and the company that would produce Cafe Creme Lite; and provides a SWOT analysis. Based on the information presented, the paper then presents a complete marketing strategy for the new coffee product.
Situation Analysis
The Industry
The Product
The Six Forces
Marketing Triangle
SWOT
Marketing Strategy
Consumer Behavior Theories
From the Paper
"Nirvana is a Mediterranean European country which borders Italy. Its climate is ideally suited for agriculture and dairy farming. Consequently, the majority of the population is either directly or indirectly involved in these two pursuits. They are directly involved in the sense that they are dairy or agricultural farmers and indirectly involved in the sense that they are involved in industries which have emerged in response to agriculture and dairy farming. That is, food canning and processing and dairy product production. Nirvana is a parliamentarian republic. It is a liberal system of government in which freedom of speech is greatly valued. Consequently, the Nirvanese are exposed to a liberal and informative uncensored media which keeps them in touch will the latest trends, scientific theories and modes of thought. This fact ids relevant insofar as it has led to the development of increasing health consciousness and weight concerns. The Nirvanese are demonstrating a growing awareness of the relationship between food types and diseases and this has somewhat impacted the dairy industry. Once highly profitable, the dairy industry is showing steadily decreasing profits because of the relationship between consumption of fatty dairy foods, such as cream, butter and cheeses, and heart diseases, not to mention weight gain."
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Coffee Time: A Marketing Plan, 2008.
A marketing plan of the proposed coffee shop, Coffee Time.
2,499 words (approx. 10.0 pages), 7 sources, MLA, $ 75.95
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Abstract
The paper outlines a marketing plan for a coffee shop that will be known as Coffee Time. The paper looks at difficulties in selling services, the target market, market research methods, consumer characteristics, the competitive environment as well as promotion and pricing strategies.
Outline:
Product or Service
Brand name & Rationale
Type of Business
Challenges of Selling Services
Target Market & Research Methods
Target Market Characteristics
Final Consumer Characteristics
Market Needs Being Satisfied
External Environment Influence
Market Research Techniques
Promotion Strategies
Initial Pricing Schemes
From the Paper
"The product or service in this case is coffee as well as various tea drinks which are to be marketing in a concept for a coffee shop. The restaurant industry is composed of two major segments: the full-service segment and the fast food segment. However, over the past decade a novel concept has quickly been developing into a new segment of its own: the quick-casual segment. Coffee Time has found a niche market product in its mixed coffee/tea products and has planned its menu to include, in addition to fresh breads, such items as: salads, soups, gourmet roast coffees, and other specialty type food and drink items such as teas, chais, and other gourmet style teas. Per the coffee industry, the specialty coffee market is and always has been a fractured market with the exception of Starbucks ("IS"). "
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The Specialty Coffee Market, 2007.
This paper explores current and future economic dynamics in the specialty coffee market.
1,453 words (approx. 5.8 pages), 12 sources, MLA, $ 48.95
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Abstract
The paper discusses the economic fundamentals of the law of supply and demand as well as of perfect competition to explore current and future economic dynamics in the specialty coffee market. The paper relates that demand for specialty coffees has experienced growth for some time, but suppliers are not receiving the expected increase in price because there is excess supply. The paper discusses how suppliers are turning to fair trade market agreements to get a better price, but points out that ultimately, production will have to adjust to the market realities of perfect competition where there would be production cutbacks and/or market exits.
Outline:
Introduction
Economic Theory
Demand in the Specialty Coffee Market
Supply in the Specialty Coffee Market
Conclusion
From the Paper
"The laws of supply and demand are the most important determinant of market structures (Economics basics: demand and supply). The law of demand states that, if all other factors remain equal, the higher the price of a good, the less people will demand that good and vice versa. The law of supply states that when the price of a good rises, holding other factors constant, producers will be willing to supply more of the product. Price, therefore, is determined by supply and demand. Economic equilibrium refers to a point where a market for a product has attained the price where the amount supplied of a certain product equals the quantity demanded."
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Coffee Market, 2002.
A discussion of the dynamics of the global coffee industry.
3,033 words (approx. 12.1 pages), 20 sources, APA, $ 89.95
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Abstract
This paper provides an analysis of the international coffee market, including an explanation of the factors affecting the market, including pricing dynamics, supply and demand and the role of cartel-like behavior among industry associations. It focuses on a article in The Economist magazine ("Drowning in Cheap Coffee", 9/29/01 ) in which the author offers some background on how coffee's latest price slump came about, explains what some producers - and producer associations - are doing about it and suggests remedies for escaping their plight. It draws a comparison between the global coffee market and the world oil market, as both operate according to some of the same dynamics and cartel-like influences. A number of illustrative graphs and charts are included.
From the Paper
"Another type of advantage realized by certain growers, not necessarily related to their choice of competitive strategy, is a low degree of operating leverage. By relying heavily on manual labor, a variable cost, rather than large-scale production machinery that entail high fixed costs, farmers across Latin America have been able to quickly scale down production in the face of poor economic conditions. Moreover, these firms likely have lower break-even points than equipment-dependent producers - that is, they can cover costs even while overall revenue is down, to a greater extent than more mechanized operations. While firms benefit from this kind of operational flexibility, the Economist article points out the other side of the coin: tens of thousands of rural laborers from Mexico to Brazil suddenly looking for work, many begging for food along roadways."
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Marketing Coffee in Eastern Europe, 1993.
Political & economic background. Analyzing the market in terms of market size, consumer issues, coffee preferences, distribution & promotion, exchange and import factors.
4,050 words (approx. 16.2 pages), 15 sources, $ 135.95
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From the Paper
"MARKETING COFFEE IN EASTERN EUROPE
This research assesses the prospects of marketing coffee in Eastern Europe. The countries of Eastern Europe of greatest interest in this assessment are Rumania, Hungary, and Czechoslovakia. Included in this assessment are discussions of economics, market size, consumer expenditures, coffee preferences, product distribution and promotion, and foreign exchange controls and import duties.
Economics
The collapse of the Communist Bloc in Eastern Europe was widely interpreted as a boon for the economic welfare of all Europe. The Communist collapse, together with the increased economic integration within the European Community (EC) beginning in 1992 as a result of the implementation of the Single Act of.."
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Secondary Marketing Research on Coffee, 2008.
An analysis of coffee consumption patterns and future outlook for the coffee industry in Canada and the United States.
1,491 words (approx. 6.0 pages), 6 sources, MLA, $ 49.95
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Abstract
This paper discusses the issues that a new coffee producer must look at within the changing market dynamics in order to to penetrate the diverse consumption patterns of coffee. The paper focuses on coffee consumption in the United States and Canada. It also analyzes the future outlook for the industry within both Canada and the United States.
Table of Contents:
Introduction
Future Outlook
Consumption Patterns
Statistics about Coffee Consumption in Canada
The Market Analysis
Potential Market(s) in the US
Conclusion
From the Paper
"Coffee sales proved the most lucrative for the global hot drinks market in 2005, generating total revenues of $21.2 billion, equivalent to 40.3% of the market's overall value. The market's performance is forecasted to accelerate, with an anticipated CAGR (Compound Annual Growth Rate) of 2.4% for the five-year period 2005-2010 driving the market to an expected value of $59.2 billion by the end of 2010. (Hot Drinks Industry Guide Gives Coffee a Good Future Outlook)"
"Research from the National Coffee Association of the USA says that Coffee drinkers are becoming educated about different varieties of coffee and are increasingly demanding quality in their choices. Even though the coffee market has wrestled with increasing fuel prices as well as green coffee prices, it has been able to pass these costs on to the consumer. Prepared coffee sales continue to outpace packaged coffee sales, becoming more widely available than ever before and many manufacturers of packaged coffee have struggled to grow their market share."
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Organizational Strategy of Blenz Coffee in Canada, 2008.
A discussion of the popular Canadian coffee chain 'Blenz', focusing on its organizational strategy.
1,692 words (approx. 6.8 pages), 4 sources, APA, $ 54.95
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Abstract
This paper examines the organizational strategy of Blenz Coffee. The paper explains that the dominant strategy of Blenz is not one of lower cost but of differentiation. The paper then explains that Blenz uses this differentiation as a means to establish a competitive advantage over industry giant, Starbucks. The paper points out that although Blenz claims its focused differentiation is on its convenient "locations", top quality service and "highest quality" products, its real focused differentiation is on its specialty products not common to other coffee houses, such as the use of Belgian chocolate in some of the hot beverages. The paper then looks at why the differentiation strategy is the best one for Blenz to employ, as the organization cannot base profitability on its pricing system. The writer believes that Blenz can only grow in strength if it manages to satisfy the needs of the very-popular high-quality coffee chain industry. The writer suggests that the company's key tools for "differentiation" - primarily based on advertising of the use of real chocolate in chocolate beverages - are inadequate. Hot chocolate is not a large enough draw-card to turn one customer away from Starbucks towards Blenz. The writer then points out that, in this increasingly technological age the appeal of free wireless technology may draw in larger customers and encourage loyalty.
Outline:
Introduction
Organizational Strategy
Organizational Structure
Strategy and Structural Alignment and External Factors
From the Paper
"According to Blenz, the dominant structure and strategy of the company is to "develop customer loyalty and growth by providing an environment of quality, service and consistency through the development of people, products and attitude" ("About Us"). The company publicly points to its Belgian chocolate chips as evidence of its commitment to providing "new and exciting beverages for our stores" (ibid) and an example of "how Blenz continually strives to be the innovation leader within the industry" (ibid). The organization's current strategy is based on one of international expansion. As a relatively new company (Blenz was established in 1992), Blenz does not yet have the reach of its competitors, such as Starbucks and Seattle's Best (which are industry leaders in the United States). Therefore, the current strategy of the company is based on expanding operations in existing international locations, and plans to expand into new international locations."
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Coffee Grinders Plus, 2004.
This paper comprises the executive summary and the marketing strategies for the new product called Coffee Grinders Plus.
758 words (approx. 3.0 pages), 2 sources, MLA, $ 27.95
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Abstract
A brief analysis of the way the company intends to market their new product, Coffee Grinders Plus, a silent coffee grinder. It discusses competition, distribution, marketing strategy, target market, and future prospects.
From the Paper
"Coffee Grinders Plus is in the process of launching and marketing a new product called a silent coffee maker. Coffee grinders have done good business since they were first introduced ten years ago especially amongst a target market that values the taste of freshly ground coffee. Coffee is one drink that is liked by people in the United States, Eastern Europe and Russia. American consumers prefer ground coffee to the instant variety. Certain demographics show that the wealthier consumers living around the coastal areas and the suburbs have the buying power and like to spend more money on home coffee-making products. 'Urban Professional' and 'Urban Pioneer' demographics, taken in cities like San Francisco, Boston, Seattle, Portland, and New York, buy the most diversified range of coffee products. It was also noticed that university students also consume the most coffee outside the home. The middle-aged consumers are also more likely to spend money on coffee making equipment."
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Starbucks Coffee, 2007.
This paper examines the successful marketing strategies employed by Starbucks Coffee.
1,094 words (approx. 4.4 pages), 3 sources, MLA, $ 38.95
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Abstract
In this paper, Starbucks Coffee messaging is analyzed from a promotion and pricing analysis perspective, with specific attention to television, Internet and point-of-purchase media strategies. Starbucks' promotional messaging is analyzed in the context of each media strategy the company has chosen to use, including how the company positions its products for its target markets. The paper also evaluates how Starbucks' product life-cycles are rapid and marked with high levels of innovation. The paper concludes that due to Starbucks' many lifetime customers and a product strategy that never stops due to the multi-hemisphere focus of the company, Starbucks dominates global coffee service today.
Outline:
Introduction
Messaging Analysis
Analysis by Media Strategy
From the Paper
"Starbucks wisely supplants this "reward yourself" messaging with a focus on their core demographic of coffee drinkers looking for the caffeine to excel at their many activities, both professional and personal. This is readily apparent in their TV spots showing the young professional going off to work with a Double Shot in their hand. This is a motivating spot in that there is a marching band behind the young professional and even a cheering section when he gets to his desk. Clearly, caffeine sells. This specific commercial was called "Eye of the Tiger" as the band itself follows him through his morning routine and out the door to work."
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Lavazza Coffee, 2007.
This paper is a marketing analysis and plan for Lavazza coffee.
3,675 words (approx. 14.7 pages), 7 sources, MLA, $ 101.95
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Abstract
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."
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Marketing Starbucks, 2004.
This paper is a marketing plan for Starbucks Corporation in the specialty coffee industry.
1,700 words (approx. 6.8 pages), 1 source, MLA, $ 55.95
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Abstract
This paper explains that Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation, and are generally classified into two divisions, college students and business executives. The author points out that the Starbucks Corporation's pricing strategy is largely based on competition. With prices ranging from a minimum of $8 and a maximum of $18, Starbucks coffees are in the average price range for the specialty coffee market. Starbucks' wide range of business activity allows it to utilize numerous channels of product distribution. The paper relates that the company adapts vertical channel integration, wherein the corporation owns and operates its own production facilities, warehouses, and retail stores.
Table of Contents
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Target Market
Marketing Mix
Product Strategy
Pricing Strategy
Distribution Strategy
Publicity Strategy
Advertising Strategy
Personal Selling Strategy
Sales Promotion Strategy
From the Paper
"The introduction of new products in the company is seen through the promotion of the following products: the ready-to-drink Starbucks Doubleshot, Starbucks Ice Cream, and Starbucks Coffee House Blend brand. The RTD drink Doubleshot is a new Starbucks product aimed to satisfy the needs of consumers who are always in a hurry. Thus, Doubleshot is a Starbucks product that is "[t]he ideal way to start a busy day!" Meanwhile, Starbucks Ice Cream is a product aimed mainly to college students who love the traditional Starbucks traditional coffee beverage taste ice cream form, and this product is available in six (6) flavors. Lastly, the special signature brand House Blend Coffee of Starbucks introduces a new way wherein home-based consumers will also enjoy the goodness of Starbucks coffee. This product comes in different flavors (ranging from African, Arabian, to French Roast flavors), customized to fit the coffee-lover's taste and need for new, yet, equally delicious taste of the traditional Starbucks coffee."
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Starbucks Coffee, Japan, 2005.
This paper discusses the international marketing strategy of Starbucks in Japan.
950 words (approx. 3.8 pages), 2 sources, APA, $ 33.95
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Abstract
This paper explains that Starbucks' currently mixed success in Japan is evidence that attempting to replicate an American fast food franchise success story, without adapting to local tastes and needs, is a recipe for disaster. The author points out that, relying upon the Japanese taste for newness and Americana, Starbucks quickly found itself running up against (1) Japan's notoriously fad driven economy, (2) Japanese cultural differences such as smoking and (3) not providing enough tea alternatives. The paper relates that with so many Japanese people eating out, Starbucks Japan had many marketing problems relating to its food quality, in terms of freshness and selection; unlike in the U.S., ovens had to be installed in all stores to improve the freshness of its food offerings.
From the Paper
"Initially, it seemed that Starbucks had many advantages in adapting its "circular, green-and-black logo" to Japan. One external advantage enjoyed by Starbucks, an advantage integral to the Japanese culture, was the Japanese peoples' food buying habits. For instance, although it is an industrialized country, supermarkets are less common in Japan than they are in the United States. Many people shop and eat habitually in local neighborhood stores and eateries in Japan because it is impractical to drive to a large supermarket. Patronizing coffee and noodle shops is an ingrained part of local culture."
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Lavazza Coffee, 2008.
An examination of the marketing plan for Lavazza Coffee.
2,101 words (approx. 8.4 pages), 6 sources, APA, $ 66.95
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Abstract
The paper examines the marketing budget for Lavazza Coffee and identifies the appropriate techniques for evaluating Lavazza Coffee's marketing plan. The paper explains why evaluating Lavazza's marketing plan in terms of a competitive analysis is the most appropriate evaluation technique.
Outline:
Introduction
Business Description
Types of Marketing Budgets
The Marketing Budget that Suits Lavazza
Marketing Strategy
Techniques for Evaluating Lavazza's Marketing Plan
From the Paper
"Marketing expenses will correlate with Lavazza's revenue. This is based on a 2.5% factor of annual revenues. These expenses include any related advertising, printed materials, public relations, travel, web support, dues, or other expenses incurred during the marketing of Lavazza. Hence it's best to budget for these specific line items that rely on the accounting categories. It will also aid with evaluative techniques such as variance analysis, forecasting, and return on investment calculations, since Lavazza will be able to complete the calculations for specific areas within the budget."
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