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| Term Paper # 104191 |
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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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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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Lavazza Coffee, 2008.
An examination of the Lavazza Coffee company and the coffee industry in general.
1,506 words (approx. 6.0 pages), 5 sources, APA, $ 49.95
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Abstract
The paper provides a business and industry description for Lavazza Coffee. In particular, the paper examines the key macroeconomic variables that affect the coffee industry and hence have an impact on Lavazza's operations; economic growth factors, issues dealing with employment/unemployment statistics, international trade/economics, and inflation. The paper also focuses on employment statistics and the CPI measure of inflation that can affect the coffee industry. The paper then evaluates the challenges and opportunities facing the Lavazza company.
Outline:
Coffee Industry
Competitive Analysis
Challenges and Opportunities
From the Paper
"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."
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| Term Paper # 101926 |
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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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Diedrich Coffee, Inc., 2005.
This paper discusses Diedrich Coffee, Inc., which produces and sells coffee and operates a chain of coffee houses.
675 words (approx. 2.7 pages), 4 sources, $ 26.95
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Abstract
This paper examines the specialty coffee market. The author evaluates the position and strategy of the company. The paper relates that the company comes under several business headings including roasted coffee, specialty food stores, coffee and tea manufacturing and full-service restaurants.
From the Paper
"Diedrich Coffee Inc. is headquartered in Irvine, California and currently has annual sales of $54.60 million. The company produces and sells coffee and also operates a chain of coffee houses. The company comes under several business headings, including roasted coffee, specialty food stores, coffee and tea manufacturing, and full-service restaurants. Coffee shops are nothing new and come in a variety of sizes and types, though the trend recently has been more in keeping with the coffee bar than the full-service coffee shop. Espresso bars are becoming profit centers all over town, including in hotels, and these espresso bars have a language all their own noted in this article, with terms like skinny, short, tall, double, grande, latte, and cappuccino."
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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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Fair Trade in the Coffee Industry, 2008.
An analysis of the impact of fair trade in the coffee industry, including three case study analyses.
3,337 words (approx. 13.3 pages), 12 sources, MLA, $ 95.95
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Abstract
This paper explores the overall importance of the coffee industry to the global economy and describes how fair trade in the industry not only benefits the major players, but the international economy as a whole. It explores the history of coffee prices and how the fair trade movement which guaranteed a negotiated pre-harvest price changed the living standards for disadvantaged coffee growers and workers. The paper concludes that there is a huge disconnect between prices for coffee in the consumption market and the price paid to the coffee industry workers which results in poverty and poor economic conditions for coffee growers. Three case study analyses are included.
Table of Contents:
Introduction
Structure and History of the Coffee Industry
The Fair Trade Movement: Implications for Coffee Workers and the Global Economy
Case Study #1: Starbucks Impact on a Nations Economy: The Duality of Competition
Case Study #2: Cafedirect and KNCU - Partnership in Fair Trade
Case Study #3: Does Fair Trade Affect Quality? - Examining Coffee in Mexico
How has Fair Trade Helped Coffee Industry Workers: Tenets and Principles of Fair Trade
Fair Trade Certification Organizations: Fair Trade Labeling Organizations and International Fair Trade Standards
Conclusion: Fair Trade is Ethical Trade
From the Paper
"Globalization is a process of enhancing collective measures to integrate economies, not only via goods and services but via governance, investment, trade, and aid (DeAngelis 2004). As globalization has progressed, it is clear that the most advanced countries have gained the most from the integration of economies; as such there is a widening gap between developed/advanced countries and developing/underdeveloped countries. Does globalization favor high-income countries to low-income countries? The coffee industry highlights a common problem with many agricultural products that are marketed within developed regions - impoverished societies characterized poor development trends with a final product that is booming in the industry. Fair trade is the only mechanism that can correct this trend. It should be clear that fair trade is not the savior of the developing region; there are many structural problems that not even free trade can bypass. However, free trade has very visible benefits that have led to changes in sectors of the society (Simmons 2003). The coffee industry has faced many historical processes that have changed the living standards of many producers in the developing region; the free trade movement has helped to create some level of equity as it aids marginalized farmers in the coffee industry."
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The Coffee Industry, 2005.
A detailed report on the economic, political, geographical aspects of the coffee industry.
5,003 words (approx. 20.0 pages), 26 sources, MLA, $ 126.95
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Abstract
This paper begins with a brief look at the history and varieties of coffee and then takes a deeper look at how important coffee is to the economies of the countries in which it is grown. The paper lists the main countries where coffee is grown and then looks at the coffee industry in each of those countries from an economic perspective. The paper also describes the types of processing and supply chain management typically used in the coffee industry, as well as how coffee is marketed in both domestic and international markets.
Introduction
Importance of Coffee
Brazil
The Ecuadorian/Amazon Region
Other Countries
Process/Supply Chain
Marketing and World Trade
From the Paper
"According to legend the origins of the coffee industry began when an Arabian goatherd named Kaldi found that his goats reacted strangely around a certain green-leafed bush with red cherries. He ascertained that the excitement exhibited by the goats was due to the effects from eating these cherries. He also consumed some of the fruit and felt ?invigorated?; later monks were said to have benefited from the plants qualities to help them stay awake during their long hours of prayer. Whether this story has any basis in fact is unknown but what has been determined is that Coffea Arabica originates from Ethiopia. The plant was cultivated by the Oromom people in the Kafa Province of the country. Arab traders are said to have transported seeds and grew plantations in about 1000 A.D. (Coffee, FAO)"
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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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Starbucks' Coffee Shops, 2004.
This paper discusses the design of Starbucks Coffee Company?s coffee shops.
1,190 words (approx. 4.8 pages), 3 sources, APA, $ 40.95
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Abstract
This paper explains that marketing professionals use store design, including music, color schemes, placement of products, and placement of advertised in-store specials, to create an ambiance that compels people to purchase their products and services. The author points out that the Starbucks coffee shop store design, which is of the utmost importance to the company, uses a terra cotta color scheme, reminiscent of coffee shops in Milan, Italy, to create a feeling of relaxation and quality. The paper relates that the company has a store design team consisting of 80 individuals that oversees store designs in various regions around the country and throughout the world; only people who have actually worked behind the counter at a Starbucks store are allowed to be embers of this team.
From the Paper
"The design of a full sized Starbucks coffee shop is usually open, very clean and inviting. The smell of the coffee is enticing and the menu that is available to customers is extensive and contains several types of coffee. In recent years, Starbucks has tried to make the process of purchasing coffee more convenient with the advent of the Starbucks Card. With the Starbucks card customers can prepay for purchases, which makes the experience more time effective and convenient for customers."
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The Little Purple Coffee Shop, 2004.
Business plan for a coffee shop designed to target a market of young, social coffee drinkers.
2,209 words (approx. 8.8 pages), 6 sources, APA, $ 68.95
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Abstract
This paper describes a marketing strategy for The Little Purple Coffee Shop. The paper begins by segmenting the market to identify a specific market with specific characteristics and needs. Next, the paper discusses how to position the product in order to meet the two major needs of this targeted market. The two major needs recognized are variety and a high degree of socialization. The paper then provides product development and marketing strategies to position the products based on these two recognized needs and to match the characteristics of the target market.
From the Paper
"The Little Purple Coffee Shop is a new business designed to target a young market of social coffee drinkers. In this highly competitive market where the coffee shop will be competing against recognized and successful companies such as Starbucks and Gloria Jean?s it is critical that the business targets a specific market effectively. This has been achieved by segmenting the market to create a target market with specific characteristics and needs. The product has then been positioned to meet the needs of this target market. Product development and marketing strategies have then been created to position the products as desired, and to meet the needs of the target market. This includes considering branding, product/service attributes, and product-support services. Overall, this information creates a specific product and service tailored to the needs of a specific market, with this helping to assure the success of The Little Purple Coffee Shop."
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The Coffee Industry, 2005.
An examination of the factors to consider regarding investment in the coffee industry.
3,284 words (approx. 13.1 pages), 20 sources, APA, $ 94.95
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Abstract
This paper examines the history and sociocultural and economic influences of the coffee industry and then explains why any investment strategy for the coffee industry must consider all of these factors. The paper also assesses the history, production, and problems faced by countries that supply most of the world's coffee, as well as the markets and coffee consumption habits of the countries that consume the most coffee.
Nicaragua
Columbia
France
Hungary
The United States of America
From the Paper
"According to TechnoServe (2003) for example, 68 stakeholders from all sectors within the coffee industry have agreed to a collective analysis of the coffee industry in order to determine how best to deal with the crisis. Among these stakeholders are companies from specific countries where coffee has a major impact on the economic and social well-being of their residents. These include Cafecom and Fedecocagua from Guatemala, The Colombian Coffee Federation and Racafe & CIA from Colombia, Nestle USA and the National Coffee Association from the United States, Oxfam International from both the United States and Europe."
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Free Trade and Nicaraguan Coffee, 2001.
An analysis of how free trade in Nicaragua would improve the lives of coffee farmers.
1,915 words (approx. 7.7 pages), 11 sources, MLA, $ 61.95
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Abstract
This paper examines the potential financial and social benefits that free trade would have on Nicaragua's coffee bean farmers. The paper shows that free trade coffee in Nicaragua is an important part of ensuring the livelihood of the Nicaraguan coffee grower and the continuation of the coffee industry. The paper provides a brief history of this coffee growing industry and economic statistics.
From the Paper
"On the average Saturday afternoon in Bellevue, WA, the door of the Starbucks at Lohemans Plaza is almost impossible to get through- not because there is a rush on frappiccinos or lattes, but because protestors are blocking the entrance (Ahlers 2002). This small yet dedicated group of protestors is disappointed in many aspects of Starbucks business practices, yet their major problem lies with the issue of fair trade. While this phenomenon is not a common occurrence throughout the country, awareness of fair trade practices, specifically in the coffee industry, has caught the attention of political activists of all ages."
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