Management Information Systems

Management Information Systems

Introduction

The objective of this assignment is to explore the coffee market in UK and understand the consumer preferences with aid of data resources and the outcome it would have on a new brand of Mysore coffee in the competitive UK coffee market. As the premium sectors develop in the UK, greater emphasis is placed on Arabica beans, with marketing and pack support centered on the provenance and taste credentials of specific beans. Arabica is fast becoming synonymous with premium quality, and this is likely to lead to increased prices, particularly as some countries are seeking to trademark native bean varieties. For instant, Ethiopia applied to trademark two different Arabica beans in the US in 2006 - called Sidamo and Harar (Source Mintel, Report 2006). Arabica beans command a high price because tastes are particular to a growing location. Brazil is the world’s largest producer of Arabica beans. Erratic weather during the growing season 2006-7 led to market nervousness and prices reached around $2.66 per kg, up 16% since 2005 (according to data from the International Coffee Association).

The origin of the coffee the company Amrut distillers basically a liquor and spirits company diversify in to the coffee segment to give value addition to your single malt portfolio is planning to launch in the market a Mysore Coffee which is an Arabica bean and has it connoisseurs throughout the globe. Their channels to distribution would preference in Indian restaurants, Specialist coffee merchants, Retail channel. The idea is to create distinction for an Indian coffee rather than being used as a substitute for Irish coffee. There is a variety of different brands in the market and an issue of brand recognition for an Indian coffee. Consumers today are concerned about health issues and how well it delivers with low caffeine value. It would also have to face resistance from the convenience segment in the market such as vending machines and product development in the ready to drink coffee market.

Coffee shops have a clear role in educating consumer taste buds and extending their preferences in to different varieties in coffee. This has stimulated consumer demand in retail. They are luring away potentially lucrative consumers, typically those that working population, affluent, younger adults away from the retail format of stores because of the environment they provide. They are becoming lighter users of the retail category and satisfying their need through the food service segment which shows this brand to present in this segment too.