D. Market Strategy
D1. 4Ps:
Product
While the main retail products of the Coffee Bean Café are regular coffee, specialty blends, specialty drinks, such as lattes and mocha’s, several types of hot and iced teas, or smoothies and energy drinks. An essential part of its product that will appeal to the present and future customers of The Coffee Bean Café is the atmosphere. The décor and surroundings are very hospitable and tranquil. Wi-Fi will be available to our customers, as well as, appropriate sized tables that allow for socialization and/or to accomplish work. A soft mix of music, determined by the customers’ requests, enhances the atmosphere, as a result, way we try to appeal to everyone’s taste in music and diminish lost customers
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The Coffee Bean Café desires to provide the needs of its customers by giving them a place to relax, get work done, socialize, and enjoy a cup of quality brewed coffee or alternative beverages offered.
With the availability of coffee in many other places, many of which offer a drive through window, we felt that we should additionally provide this service to satisfy the coffee to go needs of our customers and enhance our competitiveness with other retail outlets. We strive to elevate the level of service, amenities, and the quality of coffee to differentiate our products and business from the competitors by providing a place they look forward to coming to.
The marketing of the internet aspect of the Coffee Bean Café will include the fastest, most reliable wireless internet service, with two wireless printers available to print pages for a small fee, comparable to the cost of printing provided by other establishments. The plan is to provide four desktop computers located at the workstations in the quiet room to provide for the needs of our customers that do not have a laptop available to them at the time the need arises. This provides our customers the capacity to complete business transactions while in the Café.
Spanish flavors are integrated into the food and drink at Lorca to incorporate the culture of the Mediterranean. By drawing ties to savory delicacies served on the other side of the Atlantic, the charming cafe is set apart from the surrounding American-based chain restaurants. Foreign blends are imported to diversify the restaurant and provide high-quality coffee for loyal customers. Lorca is famous for their pour-over coffee, a technique very pleasing for coffee aficionados. It is not a feeble task; a special kettle, high-quality beans, and extreme patience are required to achieve this unique specialty. Flavors are distinct and even sweet. Coffee beans are really the fermented see...
Coffee lab environment: The theme of the coffee bar is more like an island, which allows customers to walk around and interact directly and indirectly with baristas. The interactive which also allows customers to express their thoughts, needs, and expressions about the coffee lab. This can bring up to an improvement of the overall coffee lab. It creates inviting environment for its
Tim’s Coffee Shoppe is a well established business that has been running as a sole proprietorship for over 30 years. The business needs to improve on its management strategy in order to perform optimally in its present environment. The purpose of this paper is to provide the owner Tim with suggested improvements on managing the human as well as financial resources of the coffee shop so as to remain competitive and increase profits. The Coffee house is conveniently located close to several metro stations, ensuring a steady flow of traffic. It is also situated near a University, presenting the business with a steady clientele of college students. The business is facing stiff competition from Queequeg’s coffee with 7 shops located near Tim’s. However, the restaurant seems able to hold on to its market share judging from the reported sales revenue of $ 400,000, and increasing sales. The Shoppe recently underwent a remodeling of its interiors and exteriors, and has purchased several new equipment including computers and a freezer. Tim’s is however facing challenges in staff management.
CEO of Starbucks, Howard Schultz, originally had the idea that Starbucks would have the community/traditional feel in their stores, and still serve high-quality coffee (“Our Heritage” 1). Adding an Italian vibe to the coffee shops, keeping its traditional logo, which is based on a mythical creature, and advertising some of its products in a more “traditional” style accomplished the first goal. For an example, Starbucks recently created a commercial about their Refreshers, which was about cooling someone down in the summer time, with the scenery of Tuscany in the background. Serving high-quality coffee was obtained by ordering coffee beans from where they naturally grow and giving it a perfect roast to give to a customer. It was a marketing strategy that helped Starbucks grow and transform its commodity chain to support gathering more raw materials for a cheaper and more efficient way.
Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.
The two companies involved in this case study are Green Mountain Coffee Roasters and Keurig Coffee Inc. They are both in the coffee industry. What is interesting is that Keurig Coffee Inc. actually started off as “a technology company in the coffee industry where they developed a brewer that represents a fusion of technology and design” (C36 in the book, [Dess et al, 2012]). Green Mountain Coffee Roasters’ website is http://www.greenmountaincoffee.com and Keurig Coffee Inc.’s website is http://www.keurig.com
Founded in 1971 at Seattle’s Pike Place Market, Starbucks Coffee, Tea and Spices, as it was originally called, has been “brewing-up” its famous blends in over 43 countries, including the United States. Now called Starbucks Coffee Company, business isn’t just about the coffee and tea anymore. Starbucks has its own line of bottled water, handcrafted beverages, fresh food, entertainment, merchandise and a Starbucks Card. The company has received numerous awards for their outstanding business practices. Fortune Magazine has ranked them as one of “The Best 100 Companies to Work For” in 1998, 2000, 2002, and 2008 (Starbucks, 2008). The Starbucks Experience provides consumers and the general public a direct line a of business communication. From friendly baristas to press releases from CEO Howard Schultz, Starbucks keeps its “partners” informed.
Internal resource is the first consideration that can lead to sustainable competitive advantage and Resource –Based View (RBV) is a theory that usefully helps a firm focus on internal resources (Kraaijenbrink, Spender & Aard, 2010). According to RBV (Valuable, Rare, hard to imitate and non-substitutable), companies have different tangible and intangible resources, these resources can be transformed into unique ability, this special ability cannot flow between firms and rival firms and difficult to reproduce. These unique resources and abilities are the source of enterprise sustainable competitive advantage. In this part, Starbucks and Apple are worth to be analyzed by RBV.
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.
When Starbucks started their target market were people who enjoyed coffee not just for the energy boost that they got from the caffeine, but people who enjoyed sitting down and drinking a well-prepared cup of coffee. Upon visiting Italy and falling in love with the coffee bars and the experience that they offered, Schultz envisioned a place between home and work where you could just sit and enjoy your coffee. Starbucks wanted to control their coffee from “raw green bean to the steaming cup” this meant that they had to talk with their farmers to make sure the quality was up to their standards. They
Starbucks is a company in which purchases and roasts high quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment (starbucks.com). During my environmental scan in which took place at the Starbucks on the corner of Fair and Newport across the street from vanguard, I noticed many things in which where never brought to my attention in prior stays and visits at Starbucks; such as the many social groups in which choose to have their meetings at Starbucks. Thus in this essay we will discuss things in which many people do not really notice when going to Starbucks.
Starbucks Corporation engages in the purchase, roasting, and sale of whole bean coffees worldwide. It offers brewed coffees, Italian-style espresso beverages, cold blended beverages, various complementary food items, coffee-related accessories and equipment, a selection of premium teas, and a line of compact discs, through its retail stores.
Uni World Teas (pvt)Ltd is a private limited company with three shareholder individuals acting as company directors.
My coffee shop will be a friendly environment for all people to come in and enjoy. The coffee shop will have plenty of space. Te shop will be able to donate to these different organizations around the area. Also, my employees will have b treated fairly and with respect. Nobody wants to work for a place that you cannot be yourself. The employees will be able communicate with each other to get the job done. I want my employees to be happy to come to work. If employees are not happy to come to work they will not do a good job. The environment will be so great. When the customer come in they will feel the atmosphere and will know what type of people work for the coffee shop. Also, I want my employees to be able to talk to me about anything; this is why I have an Open Door Policy. This will help to keep this in order at all times. Within my company the legal HR practices will be used to the best of my ability.
Political factors determine the extent to which government may influence the economy or a certain industry. Political factors include tax policies, fiscal policy, and trade tariffs. In 1st April of 2015, Malaysia government will fully implement the Good and Service Tax which known as GST. According to the list of products that are exempted from GST, coffee powder, tea dust and cocoa powder are in the list. Due to our company annual turnover is less than RM500, 000, our company is exempted from being GST registered and will thus not be required to collect or pay GST. This will become one of the factors that new coffee house will cooperate with our company and our sales will increase. This is because when they are buying RM100o coffee beans from our