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Alaska Coffee

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Alaska Coffee Company

Alaska Coffee Co. has many strengthens within the organization that allows it to still remain in business. They are a differentiated business because of their three key differences which include: freezing coffee in air-tight containers, using high-grade washed Arabica coffee, and roasting using the Sivetz air-roaster. All of the products Alaska Coffee Co. sold were positioned as high quality and differentiated. The beverages that were sold were differentiated products because they were specialty coffees, and because the product was made to order by skilled workers in retail stores. The customer experience at the stores was important to customers because of the décor, music, smells, customer service, and the coffee itself. They also had complimentary products to go along with the specialty coffee such as Italian pastries, bagels, mugs, and T-shirts. Also, they purchased products in low quantities to guarantee that no inventory remained and was wasted. Alaska Coffee Co. was home-grown in Alaska and relied heavily on local support and a reputation for quality. Alaska Coffee Co. did not attempt to sell low-price or low-cost goods. They sold home espresso machines that ranged from $600-$1,000, which were above average for the machines. Another strength Alaska Coffee Co. had was that it offered training services to commercial accounts. Some of the training that they provided to accounts and the general public was free, but some all day classes reached up to as much as $85 per person. The retail general manager improved the training system for retail employees by instituting a skill-based evaluation method which incorporated level-based achievements for various positions within the retail department. Newly hired baristas had to complete 3 levels of baristas tests in order for the company to know their level of coffee knowledge and

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