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 Gloria Jean’s Coffee is committed to building a unified family who consistently serve the highest quality coffee and provide outstanding and personalized service in a vibrant store atmosphere. In applying to a local café store, the key objectives are still retaining the existing customers and exploring new customers in order to increase the revenue of business.

3. What would be the buying