...2012 Going into business is good only if you sell your product. In order to sell your product, you have to make your product available to consumers. With making your product available, you need a distribution plan established. There are different channel levels and organizations. You also have to analyze your target market's needs and decide which channel members you will use. There are many characteristics you will have to look at before you choose a channel organization. Either choice will be good, as long as management decides on what is best for the company. First, our coffee company has to set up its distribution channels. Management has to look at direct versus and indirect distribution. Direct distribution is defined as a, “model used by organizations to move products from production to buyer without the use of wholesalers and retailers. By eliminating the number of parties involved in the distribution process, significant savings can be realized. An organization using direct distribution must sell and distribute that product using their own warehouses and sales staff.” ( www.businessdictionary.com) Direct is a good option for our new coffee company because we can lower or cost of distribution. We will need to keep our cost under our budget. Indirect distribution on the other hand is when, “a chain of intermediaries through which a product moves in order to be made available for purchase by a consumer. An indirect channel of distribution typically involves a...
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...SWOT Analysis Brittney Scarborough Bus/ 210 June 8, 2014 University of Phoenix SWOT Analysis The business plan I selected to research and to do an SWOT analysis was on an internet café business. SWOT stands for strengths, weaknesses, opportunities, and threats. I will be discussion all four of these areas in the JavaNet’s business plan. The internet café is called JavaNet, which will provide a different type of communication and entertainment for the public to use at low cost fee. They will educate the public on what the internet can offer them. They will also provide bakery items and coffee at an affordable price. Within two years of operation JavaNet will be sufficient with a customer base to keep the business functioning. Since the internet is continuingly growing, JavaNet will be able to educate the novice users which will bring people of all ages and backgrounds together. I found that JavaNet does have some strength within their business plan. The venture has experienced researchers and creative leaders. The business model is well-developed targeting people of all ages and backgrounds to come to a place with a common goal, to learn what the internet can offer them. The market segments have been accurately targeted by being the first internet café in Eugene. The distribution channels are chosen from the local wholesalers in Lane County. The wholesaler retails beans to twenty different locations in the Eugene area. The friendly and helpful staff will be able to...
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...Providing the highest quality coffee cup: making every sip enjoyable, till the very last drop! Code of Ethics We are an equal opportunity employer, committed to providing a workplace that is free of discrimination of all types from abusive, offensive or harassing behavior. We are committed to creating a work environment where everyone is treated with dignity and respect, bringing out the full potential of each person. This philosophy will, in turn, contribute directly to our business success. The success of our business is dependent on the trust and confidence we earn from our employees, customers and shareholders. We gain credibility by adhering to our commitments, displaying honesty and integrity and reaching company goals solely through honorable conduct. Managers have a responsibility to create an open and supportive environment where employees feel comfortable raising concerns in respect to ethics and transparency. We all benefit tremendously when employees exercise their power to prevent mistakes or wrongdoing by asking the right questions at the right times. We believe in protecting all confidential company information, as well as nonpublic information entrusted to us by employees, customers and other business partners. We will not disclose confidential and nonpublic information without a valid business purpose and proper authorization. We create, retain and dispose of our company records as part of our normal course of business in compliance with all policies...
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...Environmental Factors and Marketing Decisions: Starbucks Starbucks has wide range of business activity. These activities allow the company to use numerous channels of product distribution. With the company operating in many locations worldwide environmental factors play a major role in marketing decisions. Each distribution channel is affected differently and the company's flexibility in the marketing plan allows the company to adjust their strategies to meet the needs of the environmental factors. Starbucks is known as the premier company of the finest coffee in the world. They purchase and roast high quality whole bean coffee, sells them with fresh, rich-brewed Italian style espresso beverages, pastries, confections and coffee-related accessories and equipment. Starbucks provides a work environment treating others with respect and dignity. The company embraces diversity as an essential component in the way Starbucks does business. Starbucks also applies the highest standards of excellence to the purchasing, roasting and fresh delivery of their coffee. Starbucks believes that the company should enthusiastically satisfied customers all the time and contribute positively to our communities and our environment and recognize that profitability is essential to our future success (Starbucks.com, 2008). Starbucks owns and operates its own facilities, warehouses, and retail stores giving the company control of product design, shipping, and receiving. The company's strategy...
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...Introduction One of the benefits when a business moving from a domestic to an international strategy is the firm can earn a greater return on its investments. This means the firm can realize many advantages on resources and capabilities over its rival. In 1995, because of the saturation of the United States market, Starbucks, an international coffee house chain, started to expand its business overseas. Starbucks first tested the Japanese market by establishing joint ventures with local retailers. By 2001, Starbucks had more than 150 stores and plans to continue its success at a brisk pace. The company began by entering into joint ventures with local businessmen that allowed Starbucks to retain control and have the benefits of a local operating partner, Starbucks was able to embark on an aggressive expansion campaign, and successfully opened in foreign markets by 2001. This plan made the opening of over 600 stores located out of the United States possible. The decision to expand internationally gave Starbucks the ability to reach a larger market and meet its stated growth goals. More than 200 units in other countries, including China, Japan, Kuwait, Lebanon, New Zealand, Malaysia, the Philippines, Singapore, South Korea, Taiwan, and Thailand. http://www.fundinguniverse.com/company-histories/Starbucks-Corporation-Company-History.html * An outline explanation of the chosen international organization Starbucks Mission Statement To inspire and nurture the human spirit–...
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...Targeting and Positioning: 18 1. Segmentation: 18 2. Targeting: 19 3. Positioning: 19 C. Competitive Strategy 20 D. Marketing Mix: 21 1. Product 22 2. Price 22 3. Place: 23 4. Promotion 23 5. People 24 6. Physical Evidence 24 7. Process 25 VI. IMPLEMENTATION: 26 A. Product development and diversification 26 B. Price 27 C. Internationalization and distribution networks: 28 D. Promotion: 28 E. People: 28 F. Budget: 29 VII. CONTROL AND MONITORING: 30 VIII. APPENDIXES 31 EXECUTIVE SUMMARY: Starbucks Corporation, currently the global leader in the coffee business, started off as a coffee bean roaster and retailer in 1971 in Seattle. Since then the firm has established 20,891 stores across 64 countries under the leadership of Howard Schultz. In the last decade, Starbucks has resorted to aggressive expansion making it the leader on the coffee shop market. However, increased domestic competition, recession and rise of commodity prices have led them to shut down 128 stores in 2013. Hence, arises the need for a novel marketing plan. An analysis of the current situation reveals that Starbucks’ biggest strengths are its brand image and store appeal. However, Starbucks’ reliance on the U.S markets for its revenue is highly unsafe in the long run. Hence it is advisable to venture into other markets and thus...
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...methods of market entry by describing the five components of the marketing plan, the framework on which effective marketing decisions can be based upon. This paper will concentrate on the first of the five components. Components | Description | Topics | 1 | Market Segmentation and Product Positioning | | | Market Segment | | | Target Market | | | SWOT | | | Market Position | 2 | Market Strategy for Products | | | | Product Offering | | | Product Branding | | | Depth and Breadth of the Product Line | | | Marketing Plan fits within Organization | 3 | Pricing Strategy and Channel Distribution | | | Pricing Strategy | | | Pricing Tactics | | | Legal & Ethical Issues to Pricing Tactics | | | Market Distribution Channel | | | Distribution Strategy | 4 | Integrated Marketing Communication & Customer Satisfaction Strategy | | | Advertising Strategy | | | Effectiveness of Advertising | | | Promotional Strategy | | | Measurements | | | Gaps in Customer Expectations | 5 | Enhancing the Marketing Plan | | | | Competitors Strengths and Weaknesses | | | Closest Competitor | | | Leader Within the Industry | | | Trends and Macro-Environment Issues | | | Plan to Capitalize on Trends | The Company and Current Situation Coffee Time is owned by the Richardson/Scarnecchia family since early 1995. Coffee Time is operated by the President and CEO, Diana Richardson. The family resides...
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...External environment 10 2.2.1. Customers 10 2.2.2. Suppliers……………………………………………………………………………….11 2.1.3. Competitors 12 3. Inputs and Outputs 13 3.1. Inputs 13 3.2. Outputs 14 3.3. Research for production of Nescafe-Nestlé in Vietnam 15 4. Manufacturing process 16 5. Markting strategy in Vietnam ans Aia 18 III. REFERENCES 20 IV. APPENDICES………………………………………………………………………...22 Introduction In this research work the company chosen is Nestlé. We have tried to cover the brief history of the company, vision, mission and objectives of the company. This brief history and other sub heading under company background is compulsory to be understood and researched well as they form the basis for marketing plan of the company. We have also tried to cover the internal and external environments for the company and countries for its future growth and further marketing planning strategy Analysis 1. Nestlé Worldwide 1.1. Overview of Nestlé All over the planet, people know Nestlé. Nestlé is a Swiss multinational nutritional and health-related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues among the world's 40 largest corporations. Nestlé was founded in 1867 by Henri Nestlé. Its international R&D network supports the products made in more than 500 factories in 86 countries. The Nestlé factories are operating in the region of: 1. Africa 2. America 3. Asia ...
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...Starbucks originated in 1971 in Seattle. Today there are over 17,000 stores across 55 countries all over the world. The mission; “inspire and nurture the human spirit one person and one cup at a time” (Starbucks Company Profile, 2011, p. 1). Starbucks got its name from a story; Moby Dick and logo is a Greek mythology siren. This company views employees as partners. Products include coffee; more than 30 blends, handcrafted beverages; such as Frappuccino’s and ice coffee, merchandise; cups, mugs, music, books, fresh food; cookies, salads, and sandwiches. Marketing mix A plan, that is controlled, including four elements; product, price, place, and promotion. The company makes adjustments of these four elements until the right combination meets consumer needs. The ultimate goal, when using this tool, is to make a profit (Marketing Mix, 2012). Product is the central part of the marketing mix. One has to figure out how to make it, how the product line is going to run and set it up. One also has to decide the range of products the company will offer consumers (The Times 100 Business Case Studies, 2012). Price creates revenue. The other elements of the marketing mix cause for spending. To understand what a product should cost, one must understand what the consumer feels like the value of that product should be. In order to do this the company must research consumer opinion (The Times 100...
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...International School Of Business - University of Economics ho chi minh city | TRUNG NGUYEN 2014 ANNUAL MARKETING PLAN | GROUP 2 | 12/18/2013 | | | Group 2: Le Hoai Tram – Pham Thanh Tu – Tran Thi Hong Van | Table of Contents Executive Summary 3 I. Introduction 4 II. Situational analysis 4 1. PEST 4 2. Company analysis 6 3. Market Potential and Sales Forecast 8 4. Customer analysis 9 5. Competitor analysis 12 III. Marketing objectives 16 IV. Marketing strategy 16 1. Product: Coffee G7 16 2. Service: Trung Nguyen Coffee Chain 18 V. Supporting Marketing Programs 19 VI. Financial Projection 20 VII. Monitors and Controls 21 1. Sales force efficiency 21 2. Advertising efficiency 21 3. Sales promotion efficiency 21 4. Distribution efficiency 21 VIII. Contingency Plan 21 IX. Marketing Plan Timeline 22 Appendices 23 Reference 33 Executive Summary This report aims to propose marketing activities for Trung Nguyen Coffee in the year of 2014. The marketing plan includes (1) situational analysis, (2) marketing objectives, and (3) marketing strategies. First, situational analysis reveals that Trung Nguyen coffee is in the top 3 leaders in the industry with a market share of 38%, chasing after are Nescafe and Vinacafe with 27% and 31% respectively. It also shows that although the government has supported the development of coffee industry, some market volatility has had negative effects on Trung...
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...Marketing Research for New Product of Red Bull 6 March 2015 Business Research/Analysis - BMDS 6340 Final Group Paper Spring I, 2015 Table of Contents Introduction 3 Company Background 4 History of Red Bull 4 SWOT analysis of Red Bull 5 Current business market environment and competitor’s analysis 6 Management dilemma against new product 7 Product offering and market strategy 9 Product Offering 9 Market Strategy 9 Research design and analysis 10 Research design and testing 10 Research findings 11 Business Strategy development and implementation 12 Business strategy development 12 Business strategy implementation 13 Conclusion 14 Introduction To keep itself competitive and ensure long-term sustainability of the business, companies keep on making effort to innovate and revitalize their product and service portfolio. Such practices require substantial efforts in researching the consumer demands or expectations, assessing product feasibility and identification of potential market opportunities. The insights derived from such efforts plays critical role in developing and supporting various strategic decisions taken by company to expand its business scope and explore new business opportunities. The market research is performed by the companies to solve certain specific business objectives, among which the exclusive purpose can be mentioned as: assess the revenue generation prospect of the business opportunities, evaluate the competitiveness of the company, identification...
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...Crossroads Business plan Project realized by: Sandu Elena Amalia Faculty:FABIZ Series:B Group:116 Table of Contents 1.0.Executive Summary 3 1.1. Objectives 3 1.2. Keys to success 4 1.3. Mission 4 2.0. Company Summary 4 2.1. Business location 4 2.2. Company Ownership and Management 4 2.3. Development Stage 4 2.4. Financial Status 5 Table: Start-up 5 2.5. Products and services 6 3.0. Industry analysis and trends 6 4.0.Target market 8 4.1. Geographic segmentation 8 4.2. Demographic segmentation 8 4.3. Psycographic segmentation 8 5.0. The Competition 9 6.0. Company structure, Intellectual property and Ownership 10 7.0. The Marketing Plan and Sales Strategy 11 7.1. Product strategy 11 7.2. Pricing strategy 12 7.3. Channels of distribution 12 7.4. Promotion and Advertising 12 7.5. Sales strategy 13 8.0. The Financial Plan 14 Appendix 17 Actually,this seems to be the basic need of the human heart in nearly every great crisis-a good hot cup of coffee. 1.0.Executive Summary Crossroads is going to be a coffee shop which not only does it satisfy the coffee lovers but it also provides a nice environment for those who want to enjoy a good book or want a nice, quiet place in which they can work. I have decided to start-up this business because of my love for both coffee and reading. I love the way a book shop is and I thought that it could be great to have a place in which we could enjoy a delicious cup of coffee and also...
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...Biggby Coffee Marketing Plan Proposed by: Olivia Daley Submitted to: Devry University Date: 1/22/2014 Five Year Marketing Plan Table of Contents 1. Executive Summary 2. Company Description 3. Strategic Focus & Plan 4. Situation Analysis 5. Market-Product Focus 6. Marketing Program 7. Financial Data & Projections 8. Organizational Structure 9. Implementation 10. Evaluation & Control 11. Bibliography Biggby Coffee 1. Executive Summary Biggby Coffee Shop is a unique middle of the road coffee shop that provides made to order coffee drinks for the casual coffee drinker to the serious coffee connoisseur. Its headquarters are based out of Lansing, Michigan and the company has been in business for over 15 years. They franchise their coffee shops to Sole Proprietorships’ and or L.L.C’s. Biggby Coffee offers a middle of the road price point for coffee consumers in that it is more expensive than McDonald’s , but less than Starbucks. My Biggby Shop will be formed under an L.L.C. and will be based in Columbus, Oh. Columbus currently has either lower end chain coffee shops or higher end chain coffee shops. It will be located in an area of town that currently has no coffee shop presence which is the northeast side. It has an untapped market of early adopters, college age and business people. The average salary range for this area is $40,000 per year, which...
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...Overview 3 1.2 Speciality Coffee Industry and Starbucks Coffee Supply Chain 3 1.4 Problem Definition 4 Literature Review 4 2.1 Current Situation of Starbucks and Older Supply Chain Method 4 2.2 Supply Chain Visibility 5 2.5 C.A.F.E (Coffee and Farmer Equity Practices) Practices 6 Findings 7 3.1 Starbucks’ Operations 7 3.1.1. Material Flow 7 3.1.2 Purchasing System 9 Discussion and Analysis 10 4.1 Starbucks’ 3PLs Strategy 10 4.2 Value Change Analysis 10 Conclusion 11 Appendix A 15 Appendix B 16 Appendix C 17 Appendix D 18 Appendix E 19 Appendix F 20 Appendix G 21 Appendix H 22 Appendix I 23 Introduction 1.1 Brief Company Overview Starbucks is the world’s #1 speciality coffee retailer with more than 20,000 stores n 65 countries (See Appendix G). It operates an estimate of 8,800 of its shops, while licensing and franchises operate the remainder of the stores. The company also owns Seattle’s Best Coffee, Torrefazione Italia coffee brands, Teavana, Tazo, Evolution Fresh, and La Boulange (SCC 2014). Starbucks offers consumers various products including: coffee, handcrafted beverages, merchandise, fresh food, and consumer products of coffee and tea and ready-to-drink (RTD) goods (SCC). 1.2 Speciality Coffee Industry and Starbucks Coffee Supply Chain The speciality coffee industry has seen drastic growth with increase in sales between the 1980s and 1990s. A great number of coffee specialists believed that differentiated coffee supported by the speciality...
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...Current CEO | Howard Schultz | Revenue | $ 14.9 Billion (2013) [25% Profit Gains] | Total no. of retail stores | 20,184 (2013) 13,279 in the United States | Employees | 200,000 (2013) | Main Competitors:Around the world | McDonald's Corp., Dunkin' Brands Group, Inc., Nestlé S.A., Green Mountain Coffee Roasters, Costa Coffee, Caribou Coffee Company | Starbuck’s Global Footprint Table 1 SOURCE: The Washington Post, (2013), A coffee giant’s global footprint [ONLINE]. Available at:http://apps.washingtonpost.com/g/page/world/a-coffee-giants-global-footprint/514/ [Accessed 12 March 14]. Starbucks’ External Environment Porter’s five forces Threat of new entrants: Medium-High New entrants could include local coffeehouses and companies like 7-eleven (more convenient than Starbucks) that offer new blends of coffee drinks. The entry barrier for the coffee industry is relatively low, even for premium coffee like Starbucks. Any large and well-funded company could be potential entrants. McDonalds, for instance, is able to quite easily add specialty coffee to their existing services and enter into the market. There is low product differentiation in the sense that coffee and pastries are made from basic ingredients that aren’t too difficult for one to re-create by oneself. And lastly, customers have no switching cost which makes it a bigger challenge. However, despite the above, for a company such as Starbucks, their well-established brand should be able to lower the...
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