1.0 Introduction
In this report I am a representative of the Company Organo Gold and I will be focusing on our coffee. I will cover our company background and the mission statement. The report will go on to analysis the market, focusing on our market strategy. Essentially looking at how developments in market fundamentals have influenced our customers over time. The report concludes by offering up ways to control and monitor our market.
2.0 Company Background
Our company was found in 2008 by Bernado Chua. The mission of our company is to improve the quality of people’s health, wealth and just to bring about a balance to their lives through our secret Chinese herb Ganoderma Lucidum.
Organo Gold Coffee is currently being sold in 13 countries, the USA, Germany, UK, Jamaica, The Netherlands, Austria, Philippines, and Peru to name a few and the list continues to grow.
Our coffee is a blend of gourmet coffee beans with a mushroom known as ganoderma, crushed into a traditional Chinese herb. This herb, ganoderma lucidum, is what sets our coffee apart from other brands. The Asian herb has been used in traditional Chinese medicine for more than 4,000 years and is well known for its healing properties. Ganoderma is high in antioxidants, it enhances the body immune system Fights disease & infection, provides more energy and vigor and detoxifies the natural body but the list is endless.
3.0 Marketing analysis
3.1 Customers
According to statistics on Kantar 800,000 British adults can up found in coffee shops up at least four times a week and about 80% of the UK population consumes coffee. With coffee being the second most traded commodity next to oil we do not have a shortage of customers.
We pride ourselves on being a healthy gour...
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...e different levels in the company which is a way to monitor and control how much money is coming in. the different levels are retail sales, getting promotional packs, teaming up to grow the network, receiving bonuses from product orders, developing a personal team and then eventually become a certified consultant earning 3% of the company’s profit.
7.0 Conclusion
To conconclude it is evident that the consumption of coffee on a global scale is indeed thriving. In many countries across the world consumption levels have reached saturation, this can be seen as a positive as there still exist several dynamic niche opportunities for Organo Gold coffee to benefit from. Furthermore, the perception of coffee as a healthy product has changed considerably of late, our company has made vast efforts to increase consumers knowledge of the positive health properties of coffee.
Strong relationship with suppliers: Portola contacts directly to the coffee bean’s supplier for 95% of the beans used in production. It is better to contact directly to the farmers to achieve the best possible quality. The goal is committed to quality and a contributor to the industry.
The larger serving size of Great Cups of Coffee is perhaps the most apparent gage that will improve appeal for the company’s customers. Receiving extra of a proportionately quality product for a comparable price obviously works as an enticement for customers to prefer Great Cups more than the opposition. While customers identify with a better quality and superior taste with fresher coffee, Great Cups supports its effective model of serving coffee that has been roasted no more 72 hours ago and that is blended and ground right at the store. Great Cups also provides as an unintended marketing method community bulletin boards and assists with book club gatherings as well as
Green Mountain Coffee Roasters initially got started in 1981 as a small café in Waitsfield Vermont and united with Keurig later in 2006. The company produces specialty coffee as well as coffee makers with the help of Keurig whom produces single-cup coffee and tea makers; it is now among their product list. The company roasts 100% Arabica type of coffee transforming it into more than a hundred different coffee products available for selection. Green Mountain Coffee Roasters and Keurig coffee no longer retains ownership of the original café. However, the company still has its headquarters situated in Waitsfield Vermont on a vase land of about 90,000 square feet. (8,400 square meters). The company also prides on having other regional centers which are located in various cities including: Upstate New York, Washington, Maine, Massachusetts and Connecticut. According to the case study, “Exhibit 6 shows the net sales and growth in reference to the year 2008, 2009 and 2010” (C36 in the book, [Dess et al, 2012]). From that data, we can see how the company has developed. The rest of the 2010 annual report also helps in examining the performance of the company which can be seen in Exhibits 3, 4 and 5.
The founders of Keurig Inc. created the company to develop an innovative technique which allows customers to brew one perfect cup of gourmet coffee at a time. In this case, the CEO Nick Lazaris along with the other leaders of Keurig Inc. must determine how to successfully enter the at-home-market for use at customers’ homes, while maintaining a healthy relationship with Green Mountain Coffee Roasters, Inc. (GMCR) and Van Houtte. GMCR and Van Houtte are two of the company’s main roaster partners that own a 70% stake in Keurig, so they want the business to succeed but are a little apprehensive about the company’s marketing and pricing strategies.
middle of paper ... ...in keeping the wheels of the business. The maintenances of the company equipments etc. They also acts as a help support of the company, this means if there is any enquiry by the customers, the customers will ring the helpdesk support and complain about the products or any information that the customers need will be provided by the this department. About the complains, these complains will be transfer to the research and development department to make the product better or to fix the problem the consumer having.
The core business of “Illy Coffé” group is in the food industry, specifically in the coffee sector (detailed profile information can be found in the appendix). The major part of sales 88% (Prospectus, 2012) are concentrated on products based on coffee; furthermore, this sector is characterized for a strong dependence on price, strong competition, dependence of customer´s preferences and, economic factors (GDP, inflation, etc.); in fact, these characteristics denote a high risk of reduction of sales or profitability due to changes in customer demands, preferences or volatility of production costs.
Coffee is a worldwide cash crop of which demand has exponentially increased over the years. “Coffee is (after oil) the world’s second most important traded commodity” (Cleaver 61). Competing coffee brewing companies wage war on offering the freshest, best tasting coffee the market has to offer. With such stiff competition there must be enough coffee beans deemed to be good enough in quality to supply the increasing demand. Starbucks can be considered one of today’s top competitors if not thee top coffee manufacturer presently in business. This successful company has had a huge impact on the coffee industry as well as the world. They have gone through great length to provide consumers with an excellent product as well as create a legacy that shows how to best go about running a massive corporation while keeping the environment clean and healthy.
In the United States, coffee is the second largest import (Roosevelt, 2004). Furthermore, the United States, consumes one-fifth of all the worlds¡¦ coffee (Global Exchange, 2004). The present industry is expanding. It is estimated that North America¡¦s sector will reach saturation levels within 5 year (Datamonitor. n.d.). According to National Coffee Association (NCA), 8 out of 10 Americans consume coffee. In addition, it is estimated that half of the American population drinks coffee daily. The international market remains highly competitive. It is estimated that 3,300 cups of coffee are consumed every second of the day worldwide (Ecomall, n.d.). The latest trends included dual drinkers, an increase in senior citizens...
Koehn, N.F., Besharov, M.A., & Miller, K. (2008). Starbucks Coffee Company in the 21st Century. [Case study]. Boston, MA: Harvard Business School Publishing.
Companies all over the world varies but yet shares a common challenge, that is to solve problem not only effectively and efficiently but also creatively. The P-O-L-C framework which stands for Planning, Organising, Leading and Controlling plays a major role in both the company’s survivability and success. The SWOT analysis looks at both internal and external factors that can affect the Starbucks’s performance. The purpose of this report is to define and analyse how Starbucks respond and should have respond to the change of its external environment on the cofee market,This report will also identify and disscuss how The P-O-L-C framework and can help starbucks to compete and reduce the loss of their failing peformance in the Australian market and how SWOT analysis helps to define some externalities that can be a threat to Starbucks.
Caf? Expresso, as the first mover in the coffeehouse marketplace, which has expanded quickly and become one of the ?big three? players in the global coffee shops chain. However, recently this company is continuously facing a lot of problems in terms of its staff, easy-copied business model and product range, resulting this company lost its leading position to the number three. Therefore, its adjusted visionary goal is ?return Caf? Expresso to the number one position in the marketplace? (Beardwell, 2010). To achieve this goal, Caf? Expresso identifies ?the coffee drinking experience? is significant to achieve competitive advantage and customer value-added, which was delivered through three key elements (graph 1),
Besides the high demand and cost for gasoline these days, coffee is considered the second most traded commodity on worldwide markets next to oil. "Coffee is grown in more than 50 countries in a band around the equator and provides a living for more than 20 million farmers. Altogether, up to 100 million people worldwide are involved in the growing, processing, trading and retailing of the product" (Spilling the Beans , ). In 2001, coffee farmers and plantations produced over 15 billion pounds of coffee while the world market only bought 13 billion pounds. The overproduction in the coffee industry is not a usual thing and is one of the major reasons why prices vary throughout the industry.
Bernado’s idea to start the Organo in 2008 was inspired by the need to market and show the world the many benefits of Ganoderma, an ancient Chinese herb. In the last few decades, Chua has dedicated so much of life marketing and selling coffee, tea and other products made using ancient herbs. Bernado has also previously served as an executive with Gano Excel. During his tenure at Gano Excel, Chua oversaw the expansion of the company to Hong Kong, China and the US.
Coffee is the first thing that people associate with instant energy on a groggy morning. “In the U.S., coffee is king of beverages” (Reinke) Research has been done that has named coffee as an addiction to the people who consume large quantities of it. Coffee was named the top source of antioxidants. This is partly because of the amount consumed each day. Some of the antioxidants that coffee has are quinines and chlorogenic acid. It also contains trigonelline, an antibacterial compound. This is where coffee acquires its delicious aroma. Now let’s step back for a minute and just think about how much caffeine people consume. In an 8oz cup of coffee it has about 85 milligrams of caffeine. This is about double the amount that tea contains. Studies have shown that caffeine stimulates the brain and nervous system. This is where you get that energized feeling. After about the third cup, knees start to bounce, pens are clicking and people start running laps around the office. Caffeine can become addicting if you drink too much. Coffee can become that addictive habit people are unable to shake.
Around 1910, an American chemist, G. Washington, created a more refined water-soluble powered coffee, which had a better taste and was marketed on a broad scale. It was the first time that instant coffee was mass produced owing to such a meaningful innovation of instant coffee and Washington's brand "Red E Coffee” dominated the instant coffee market in the United States for 30 years (Thomson, 2006).