...Gloria Jeans Coffee – Marketing Plan 1. Describe the competitive advantages that your business would offer Gloria Jean’s Coffee is a leading specialty coffee retailer and one of the most famous coffee brands in the world. We provide consumers with a large range of specialty coffee including estate, origins and delicious flavored coffees, a complete menu of espresso-based beverages such as lattes, cappuccinos, smoothie chillers, cocoas and gourmet. After running this coffee business for 3months in Auckland City Central, there is an amount of regular customers who come to have a coffee or another beverage daily. Base on the theory of Loyalty of Customers who will continuously consume the same product or service, the regular customers will not change their consume habit even there is a discount promotion for the same products. Furthermore, another key competitive advantage is the service which provides to the customers will add value to the business and all the staff are trained professionally to service. Location is another advantage. Customers will buy coffee if the location is suitable and convenient to buy. The Gloria Jean’s Café is operating in the heart of Auckland City Central where a tone of companies, schools has and shops which attract a huge amount of people pass by the Café. Based on a study of Customer behavior, Company’s staffs are highly likely to have a coffee in the mornings. 2. What will be the key marketing objectives? The mission of...
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...TIM HORTONS MARKETING PLAN ASSIGNMENT 3 ATIF HAMEED ERP: 10568 MBA-1, Morning Business Definition: When Tim Hortons comes to mind, a dark brown colored bean coffee strikes us instantly. Tim Horton broadly caters hot beverages and fast food items for its valued customers. But still coffee and donuts are its bull eyes. It has built its place in consumers mind and heart through its premier products i.e. coffee and donuts. With the passage of time and changing trends globally, it has expended its business into baking, catering and fast dinning to enhance its presence strongly and increase market share. As a result, Tim Hortons has impressively implemented the idea of “different but unique experiences under one roof. While doing so, it has evolved its vision and mission statement without ignoring its loyal consumers which are the important stakeholders as it still strongly associates o itself to its premier products. Karachi: Pakistan is an emerging market for coffee players. It has most of the things to attract brands like Tim Hortons to Pakistan. Country with sixth most populous nation, middle class is expanding, youth rate in population is one of the highest in the world, people are embracing western lifestyle, and buying power is improving. Therefore, Pakistan is a good market to jump into and grow international presence. Karachi, being the biggest metropolitan of Pakistan, provides perfect platform to launch Tim Hortons in the country. It has already established the...
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...Table of Contents page no. 1.0 Purpose of report………………………………………………..2 2.0 Offline marketing strategy…………………………………….2 3.0 Organization’s resources and capabilities…………………2 4.0 Situation analysis………………………………………………...2-7 5.1 Micro-environment analysis…………………………...3-5 5.2 Macro-environment analysis…………………………..6-7 5.0 E-business Strategy………………………………………………8-10 6.0 Implementation………………………………………………….11-14 7.3 Marketing mix elements………………………………..11-14 6.10 Product…………………………………………………….11 6.11 Price………………………………………………………..12 6.12 Place……………………………………………………….12-13 6.13 Promotion………………………………………………….13 6.14 People, process…………………………………………..13-14 7.0 E-customer Relationship Management……………………..14-16 8.0 Using Digital Media Channels…………………………………16-17 9.0 Evaluation & improvement……………………………………18 10.0 Budgeting…………………………………………………………19 11.0 Limitations/assumptions…………………………………………19 12.0 Anticipated risks and recommendations……………………20 1.0 Purpose of the report The purpose of this report is to assess the e-marketing opportunity of Gloria Jean’s (GJ), link it with offline organizational marketing strategy, develop an appropriate e-marketing plan including outline of the anticipated risks upon implementing the programme and recommend solutions to it. 2.0 Offline marketing strategy GJ offers highest quality gourmet coffee beans. Currently, GJ promotes itself offline through its in-store advertisements and banners. Its in-store advertisements...
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...population. Technological changes will allow Thankyou Water to become more efficient in the distribution of its product and packaging. Thankyou Water’s competitive advantage lies in the price of its product, and the need in which it meets as a socially enterprise. With each dollar of profit going to numerous water projects, Thankyou Water, appeal to this ‘socially conscious consumer’ in the Australian bottled water market. Thankyou Water is positioned similarly on quality to other bottled water competitors; however, Thankyou Water differentiates themselves on the intangible benefits the product provides. The four main competitors in the bottled water market in which Thankyou Water operate, include, PUMP, Frontally, Mount Franklin and the Gloria Jeans product, Water for Water. Each product is positioned...
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...yisStarbucks Case Analysis: I. Problem Identification and Decision To Be Made Starbuck’s main decision needing to be made is to determine whether they should allocate $40 million to extra labor in order to better satisfy their customers. Starbuck’s believes that they have created a recession proof product; however, recent marketing research determined that is not the case. Customer satisfaction has been steadily declining and their customer’s perceptions on what determines excellent customer service has changed in recent years. This change in customer perceptions is due in part to the fact that their customer base has shifted to a younger, less educated clientele that hold different attitudes toward Starbucks than the previous customer base. The lack of marketing organization within Starbucks is surprising. They currently have no chief marketing officer and their marketing department functions as 3 different groups: analytical marketing research group, new product development group, and a promotional development marketing group. This has created a major problem for Starbucks because, as stated in the case, “We tend to be great at measuring things, at collecting market data, but we are not very disciplined when it comes to using this data to drive decision making.” This is a problem because although they have a vast amount of data about their customers, they don’t know how to turn it into money. One of the most obvious problems that I see with Starbucks is the...
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...Cafe Coffee Day is India's favorite coffee shop, for the young and the young at heart. CCD today has definitely become the largest youth aggregator.”Although demographically, a typical consumer would be male or female between 15-29 years of age, belonging to middle or upper middle class, we call our consumers young or young at heart. We are about juke boxes, good and affordable coffee and food.” Sudipta Sen Gupta, ex-marketing head, CCD. CCD focuses on projecting a feeling of togetherness, friendship, romance or informal office meetings over a cup of coffee and celebration which are critical core values. Accordingly the cafe ambience, the look and feel inside is maintained. Other than the regular stores (SQUARE) CCD has is having the premium formats (LOUNGE) where one can be what s/he is best at being…oneself. Moreover they have coffee day express, coffee day beverages (coffee day wakeup), coffee day fresh n ground and coffee day exports thus catering to every aspect of coffee. With its vision to be the friendly and stylish social hub for the young and the free spirited to get together and converse over a cup of coffee, and complementing this is the fact that half of India having being born after 1983,the company rightly calls itself “India’s largest youth aggregator.” And with their simple yet sensitive objective “A great cup of coffee. From bean, to cup. Every time”, they have hit the right notes. Having zeroed in on the youth and...
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...| 2013 | | Team Project Plan Part AProject Management Establishing a new café, Devine Beverages in Norwest business park | Table of Contents Executive summary 3 Purpose of the document 3 Project background 4 Scope Statement 4 Project Name: 4 Project Sponsor 4 The project sponsors for Café Divine are Divine Beverages Pty Ltd. 4 Project objectives 4 Description of the project 5 Project deliverables (Figure 1) 5 Milestones 6 Legal Requirements 6 Location Sourcing 6 Financial 7 Human Resources 7 Marketing 7 Technical Requirements 7 Projects Constraints/Limits and Exclusions 8 Customer Review/ Monitoring and Controlling 8 Work Breakdown Structure 9 References 13 Appendix 13 Figure 1: 13 Project Charter 14 Team contract 17 Executive summary The aim of this report is to detail how Divine Beverages Pty Ltd will be establishing its first café. The location of the café will be in Norwest Businesses Park. Management have determined that the construction of Northwest Rail link, will in turn lead to a large and sustained growth of business clientele within the Norwest/Bella Vista area. The café management also determined that their competitive difference will focus upon providing an exotic blend of kopi luwak coffee, coupled with a multilingual workforce who can fluently converse with foreign corporate clientele. Divine Beverages management have determined that there are seven major deliverables each with its own major milestones...
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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 read...
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...Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan. Table of Contents Introduction 4 Zero Based Planning 4 Identify Target Market 5 SWOT Analysis 6 Marketing Communication Objectives 8 Developing Strategies & Tactics 10 Integrated Marketing Communication 12 Evaluation Effectiveness 15 Conclusion 15 Appendix 16 References ...
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...Michelle Ton 1 Executive Summary Starbucks Corporation has arguably been the most successful coffee chain in the past few decades, using their aggressive expansion strategies to push out much of its competition. Through its expansion, Starbucks has focused on creating a dense network of stores all around America, while also opening up new locations all around the world. By leading the retail coffee market, Starbucks is able to sell its coffee for a premium price and increase their profitability. Its success can be seen in the gradual rise of its stock prices from 1992 – 2007, reaching almost 6000% of their initial public offering 1 . Yet, in the recent year, the market has shown Starbucks to be in constant decline, as their stock has dropped about $15/share, a value they have been above since 2004. Also, looking at Starbucks’ SEC filings, we can see that its comparable store sales have decreased significantly in US markets since 2004. This has prompted Team Macchiato to evaluate Starbucks’ current strategies in addition to the retail coffee market as a whole. To evaluate the problem, one of the biggest questions to consider is to what extent is the “designer coffee” market just a fad. In other words, will the allure of gourmet Starbucks coffee be maintained or will more appealing options threaten the success of Starbucks’ primary product? If the designer coffee market is indeed a fad industry, we need to evaluate Starbucks’ possible options to avoid further decline...
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...Michelle Ton 1 Executive Summary Starbucks Corporation has arguably been the most successful coffee chain in the past few decades, using their aggressive expansion strategies to push out much of its competition. Through its expansion, Starbucks has focused on creating a dense network of stores all around America, while also opening up new locations all around the world. By leading the retail coffee market, Starbucks is able to sell its coffee for a premium price and increase their profitability. Its success can be seen in the gradual rise of its stock prices from 1992 – 2007, reaching almost 6000% of their initial public offering 1 . Yet, in the recent year, the market has shown Starbucks to be in constant decline, as their stock has dropped about $15/share, a value they have been above since 2004. Also, looking at Starbucks’ SEC filings, we can see that its comparable store sales have decreased significantly in US markets since 2004. This has prompted Team Macchiato to evaluate Starbucks’ current strategies in addition to the retail coffee market as a whole. To evaluate the problem, one of the biggest questions to consider is to what extent is the “designer coffee” market just a fad. In other words, will the allure of gourmet Starbucks coffee be maintained or will more appealing options threaten the success of Starbucks’ primary product? If the designer coffee market is indeed a fad industry, we need to evaluate Starbucks’ possible options to avoid further decline...
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... | |[pic] | |Service Marketing Project Report On Café Coffee Day | | | | | |Submitted by :- Nandita Sadani | |Enrollment No. :- A30601909048 | PREFACE Marketing strategies are methods followed by most successful and well known companies to improve their scope in any market. It is a means by which we determine whether one company is better than the other or not. Food chains are a growing industry in the modern world with an increase in the number of working hours of the average working person. Hence, even food chains need to improve their marketing strategies to appeal to the middle-class consumer. The main aim of this project is to make the reader understand the various strategies followed by food companies to improve their scope on...
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...SUMMARY ABOUT STARBUCKS Starbucks Corporation is an international coffee and coffeehouse chain. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also sold at grocery stores. Starbucks establish as the premier purveyor of the finest coffee in the world while maintaining their uncompromising principles as they grow. The following six guiding principles are the main company mission. First of all they provide a great work environment and treat each other with respect and dignity. Secondly they embrace diversity as an essential component in the way we do business. Moreover they apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Also they develop enthusiastically satisfied customers all of the time. Furthermore they contribute positively to our communities and our environment. And finally they recognize that profitability is essential to our future success. The company’s environmental mission statement is that Starbucks committed to a role of environmental leadership in all facets of our business. QUESTION...
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...STARBUCKS COFFEE Hospitality Organizational Management I. History The history of Starbucks starts back in 1971 when the first store opened in Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea from Alfred Peet (of Peet's Coffee fame). The store initially sold just coffee beans and coffee making equipment rather than the drinks they have become so famous. After about 10 years, Howard Schultz was hired as Director of Retail Operations and came to the conclusion that they should be selling drinks rather than just beans and machines. He couldn't convince the owners, so he went his own way to start the Il Giornale chain of coffee bars in 1986. The next year, Baldwin and the others sold Starbucks to Schultz who then renamed his Il Giornale locations to Starbucks and quickly started to expand. After conquering Seattle, the chain spreads across the United States and then internationally. The first location outside of North America was in Tokyo and they still have a sizable presence in Japan today. Over the course of its history, Starbucks has bought or acquired companies like Peet's and Seattle's Best Coffee, and took over many locations of Coffee People and Diedrich Coffee stores. In the 1990s, Starbucks was offering stock options to employees and went public. Today, Starbucks has expanded to more than 17,000 stores in 55 countries around the world. Their biggest presence is still in the United States, with 11,000 locations. You can find a...
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...declarara: “Pienso que hemos demostrado que estamos en presencia de un producto a prueba de recesion”. Christine Day, no obstante, no era tan optimista. En parte porque la reciente investigación de mercado de Starbucks reveló algunos hallazgos no esperados. “Nosotros siempre hemos estado orgullosos en nuestro servicio al cliente”, dijo Christine Day, “Pero de acuerdo a los datos, no siempre conocemos las expectativas de ellos en el área de satisfacción del consumidor”. Como resultado de esta preocupación, Day y sus asociados han diseñado un plan para invertir u$s 40 millones anualmente en las 4500 tiendas de la empresa que implicaría adicionar 20 horas de trabajo por semana por tienda, con la idea de mejorar la velocidad del servicio y así incrementar la satisfacción del consumidor. En dos días, Day estaba obligada a hacerle una recomendación final a Shultz y al CEO de Starbucks, Orin Smith sobre la posibilidad de implementar el plan de inversión. Day, preparándose para la reunión con Schultz y Smith, consultó con uno de sus asociados: “La verdadera cuestión es si realmente creemos lo...
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