country
$20 Bonus + 25% OFF
Securing Higher Grades Costing Your Pocket? Book Your Assignment at The Lowest Price Now!

Coffee Industry Marketing Plan Development

tag 0 Download7 Pages / 1,538 Words tag Add in library Click this icon and make it bookmark in your library to refer it later. GOT IT

Question:

Discuss about the Coffee Industry Marketing Plan Development.
 
 

Answer:

Introduction

Coffee is an extremely treasured product. It is presumed that more people consume this precious product every day as they depend on it for their livelihoods. As such, there exist many coffee outlets in the American, European, Australian markets, etc. to include a chain of coffee cafes and independent coffee cafes. A wide chain of coffee stores holds a significant share in the Australian coffee market with the key players being Starbucks, Gloria Jeans, and the McCafe. The coffee market has been very competitive through several components including the service, coffee quality, prices, the atmosphere of coffee cafes, etc. that have an enormous impact on the customer's buying behaviour. Additionally, the external environment also significantly affects the coffee market. However, no matter the coffee outlet, there remains to be room to penetrate the market. This paper seeks to examine the background of the leading competitors in Australia. We will further analyse the various factors and the current state of the coffee franchise.

Starbucks, Gloria Jeans, and McCafe Brands and their Marketplace

Starbucks was founded more than four decades ago, and since then the firm has experienced remarkable growth and success[1]. Today, it is perceived as the go-to coffee shop where people go to work and socialize, a notion that matches well with the company’s marketing strategy. Starbucks strives to create a conducive and relaxed atmosphere where its customers stop between work and home[2]. This technique has been proven to be a success for the company as it generates revenues of nearly $21 billion as of 2016[3].

Gloria Jean’s Coffee is an Australian coffee specialty company that was founded in 1979[4]. The brand is largely synonymous with providing quality coffee and is also a leading franchise system. Gloria Jean's serves and sells a wide range of espresso coffee products, blended and whole bean coffee, and cold drinks. The company is committed to providing the world's highest standard and consistent specialty coffee products. Presently, the company has entered many foreign markets and continues to grow its presence. This has enabled the company to draw a large base of customers and increase their revenue base. On the other hand, McCafe is a coffee shop owned by McDonald's that was established in the 1990s in Australia[5]. The brand has been a strong challenger for coffee market competitors in the Australian market. The brand boasts of offering premium coffee and strives to maintain this reputation in major markets. This has helped them to acquire a strong global presence with a reputation for providing customers with good value for their money.

Positioning of the Products in the Market

Market positioning is the way in which products are placed in a manner to occupy a clearer, distinctive, and desirable place that is relative to the rival company’s products[6]. The positioning strategy is based on customers so as to provide excellent services outside the customers' expectations[7]. Starbucks position itself as the premium product in the coffee market by offering high quality, innovative products, and providing great services to their customers. Price and product standards determine the value of the product[8]. When Starbucks was established its products were expensive and was positioned in accordance to that as they seek to deliver high value promised to their customers. McCafe has positioned its coffee products to target customers who appreciate high standard coffee offered at low prices served by well-trained staff at, and seek an excellent product in an attractive atmosphere. Gloria Jean’s café also has a strong brand recognition and positioning. The company has positioned its products on offering high quality and excellent experience.

The coffee market is a very competitive industry. As such, a company’s competitive advantage is centered on its strength and opportunities they address, as shown in the SWOT analysis.

Strengths - Identifying the company's key strengths is important to enable drive customers to a brand. A good quality and consistent coffee and a strong coffee culture help coffee brands to offer unique products that meet the customer's needs. This element should not only be limited to the coffee standards provided by the coffee chains but should also focus on the environment in which the coffee is consumed. The lifestyle of people has completely changed throughout the years as the economy experiences growth in the disposable income, and most people are willing to spend more on premium products and services.  The coffee drinkers have become more demanding, educated, and discerning of their coffee shops and its staff. Coffee consumers are now discussing the taste and the ‘mouth feel' of their coffee the same way they do in specialty products such as ‘artisanal food.' Consumers are beginning to align themselves with healthier and leaner alternatives to make a preference of gourmet coffee over the traditional based coffee. Additionally, the cafe's staffs are not looked upon as just waiters but as skilled employees whose talent make a huge difference to the taste of the coffee.

 

Weaknesses - The emergence of the internet brought about by advanced technology has made it possible for people and business to transact over the online platforms. The online platform is mainly used to display products information and to sell them. This feature has a significant impact on coffee shops as they need to put more weight on it.

Opportunities - By providing an exquisite cup of coffee to consumers in an enjoyable and relaxed atmosphere, coffee franchises should start focusing on diversifying its product portfolio without negatively affecting their core business. An innovative culture is what is needed in the coffee market to produce unique products and services that satisfy consumer needs. When applied strategically, this factor has a significant and long-term positive impact on the coffee franchises as it helps to minimize costs, and increase profits.

Threats - This element of the SWOT analysis is centred on the external dynamics that may diminish the business performance[9].Competition is considered as the major cause of concern for most organizations. Stiff competition has the magnitude of lowering a company’s profits since competitors have devised ways to draw consumers with superior products at affordable pricing.

From the above analysis, possible gaps are evident in the coffee market. There exists an emerging trend of coffee consumption where people are seeking healthier lifestyles and want to be provided with gourmet and organic food products. The healthy trend and hectic lifestyle of the people are likely to influence the coffee shops in future[10]. There also exists a lag in technology investment which tends to limit transactions.

Two Alternative Marketing Strategies for the Products

It is highly recommended for coffee brands to take into consideration the demand among consumers for healthier, quality coffee products as well as specialty beverages. Offering low-quality cappuccino and espresso even for a discounted price is less likely to appeal the contemporary and more sophisticated coffee enthusiast who would prefer to pay more for premium products.  Coffee outlets need to take this on board and also introduce new recipes and a wide range of diversified types of coffee on its menu. Advanced technology has simplified transaction process for people and business because of its speed and convenience. Coffee franchises need to develop and actively run online platforms for them to reap high benefits. This platform will enable them to display and sell their products to customers via the internet and also facilitate one on one communication with customers.

Organizations need to develop a solid marketing plan for their businesses. As such, coffee brands can start by identifying its target market. These market can be broken down into smaller groups such as age, profession, income, etc. Segmenting the market is essential to identify a consumer's distinct characteristics and to position a business or product to its target market reasonably[11]. Likewise, may need to develop a plan to boost its online presence. A substantial investment in technology is crucial to improving the ordering and payment processes. As such, they must be ready to heavily invest their time and resources developing internet technology to widen online presence.

Conclusion

The marketing strategies discussed above aims at making coffee brands products available to their customers. To achieve this, the companies should strive to promote the quality, affordability, and convenience in the take home compendium. Starbucks, Gloria Jean’s, and McCafe each have designed and implemented their own strategies which seek to provide products that are high on quality and at affordable pricing, this offers a natural selection in reaching the suitable potential customers.

 

References

Euromonitor International. Cafes/Bars in Australia. Retrieved on 18 May, 2017 from https://www.euromonitor.com/cafes-bars-in-australia/report

Gloria Jean’s. About Us. Retrieved on 18 May, 2017 from https://www.gloriajeans.com/, 2017

Kotler, P., & Armstrong, G. Principles of marketing. Upper Saddle River, N.J: Pearson, 2014

Kotler, P., & Keller, K. L. Marketing management. Upper Saddle River, N.J: Prentice Hall, 2012

McCafe. About Us. Retrieved on 18 May, 2017 from https://www.mcdonalds.com/us/en-us/about-us.html, 2017

Starbucks Annual Report. Annual Report. Retrieved on 17 May 2017, https://s21.q4cdn.com/369030626/files/doc_financials/2016/Annual/FY16-Annual-Report-on-Form-10-K.pdf, 2016

Starbucks. Retrieved on 03 May 2017, from https://www.starbucks.com/, 2017

Download Sample

Get 100% money back after download, simply upload your unique content* of similar no. of pages or more. We verify your content and once successfully verified 100% value credited to your wallet within 7 days.

Upload Unique Document

Document Under Evaluation

Get Credits into Your Wallet

*The content must not be available online or in our existing Database to qualify as unique.

Cite This Work

To export a reference to this article please select a referencing stye below:

My Assignment Help. (2018). Coffee Industry Marketing Plan Development. Retrieved from https://myassignmenthelp.com/free-samples/coffee-industry-marketing-plan-development.

"Coffee Industry Marketing Plan Development." My Assignment Help, 2018, https://myassignmenthelp.com/free-samples/coffee-industry-marketing-plan-development.

My Assignment Help (2018) Coffee Industry Marketing Plan Development [Online]. Available from: https://myassignmenthelp.com/free-samples/coffee-industry-marketing-plan-development
[Accessed 14 July 2020].

My Assignment Help. 'Coffee Industry Marketing Plan Development' (My Assignment Help, 2018) <https://myassignmenthelp.com/free-samples/coffee-industry-marketing-plan-development> accessed 14 July 2020.

My Assignment Help. Coffee Industry Marketing Plan Development [Internet]. My Assignment Help. 2018 [cited 14 July 2020]. Available from: https://myassignmenthelp.com/free-samples/coffee-industry-marketing-plan-development.


At MyAssignmenthelp.com, we are committed to deliver quality assignment assistance in the fastest way possible. To make our service delivery fast, we have hired subject matter experts to work on different subject specific assignments. We have hired experts who owe in-depth knowledge in their respective subjects. As per their expertise, they provide geography assignment help, Physics assignment help, Strategic assignment help, history assignment help, art architecture assignment help and assistance with other subjects as well.

Latest Marketing Samples

BMA610 Digital And Social Media Marketing

Download : 0 | Pages : 20
  • Course Code: BMA610
  • University: University Of Tasmania
  • Country: Australia

Answer: Introduction Technological advancement has made the current business practice more competitive and complex. One of the major reason for introducing technology in business in a more robust fashion is to get more customers and bring more efficacy and sustainability to the business (Lohmüller and Petrikhin 2018). In respect to this, it can be stated the start-up business companies in modern times are highly fond of the digitisation ...

Read More arrow Tags: Australia 29 Digital and Social Media Marketing University of Tasmania 

MKF3881 Digital Marketing

Download : 0 | Pages : 12
  • Course Code: MKF3881
  • University: Monash University
  • Country: Australia

Answer: Introduction  Tesla is American clean energy and electric vehicle company based in California. Tesla specializes in battery energy storage, electric vehicle manufacturing, and solar roof tile manufacturing (Tesla, 2020). Tesla has multiple manufacturing plants and assembly lines such as Giga factories and Nevada plants.  As of 2020, the company sells Model X, Model 3, Model S, and Model Y (Tesla, 2020).   In 2019, ...

Read More arrow Tags: Australia 29 digital marketing plan of tesla Monash University 

MKT7005 Fundamentals Of Marketing

Download : 0 | Pages : 10
  • Course Code: MKT7005
  • University: The University Of Adelaide
  • Country: Australia

Answer: Introduction  The following assignment is based on the SWOT analysis of the carbonated soft drink which has been already discussed in the previous assignment. The aim of this report is to analyse the secondary research of the company which is famous world wide as Coca Cola (SHTAL et al., 2018). The purpose of the assignment is to cater and examine the SWOT analysis from the PESTLE analysis that has been conducted previously....

Read More arrow Tags: Australia 29 fundamental of marketing The University of Adelaide 

N50212 Marketing Communications

Download : 0 | Pages : 9
  • Course Code: N50212
  • University: University Of The West Of England
  • Country: United Kingdom

Answer: Introduction The concepts of marketing as well as communication form important aspects of the various business organizations. Therefore, it is seen that the primary focus of the various business organizations in the present times is on the concept of marketing and they often take the help of effective marketing strategies to bring about the overall growth as well as the development of their concerned business organizations. The concep...

Read More arrow

BUSI330 Principles Of Marketing

Download : 0 | Pages : 2
  • Course Code: BUSI 330
  • University: Liberty University
  • Country: United States

Answer: Company Goals Ford Motor is a multinational automotive company founded by Henry Ford in 1903 and whose headquarters are based in Michigan. The company is divided into two brands, Lincoln brand which sells luxury cars and ford brand which sells commercial vehicles and automobiles ("Ford Motor Company: Company Information | Ford.com," n.d.). Improving fuel economy for all products while adhering to regulations and addressing stabilizat...

Read More arrow
Next
watch

Save Time & improve Grade

Just share Requriment and get customize Solution.

question
We will use e-mail only for:

arrow Communication regarding your orders

arrow To send you invoices, and other billing info

arrow To provide you with information of offers and other benefits

1,361,360

Orders

4.9/5

Overall Rating

5,081

Experts

Our Amazing Features

delivery

On Time Delivery

Our writers make sure that all orders are submitted, prior to the deadline.

work

Plagiarism Free Work

Using reliable plagiarism detection software, Turnitin.com.We only provide customized 100 percent original papers.

time

24 X 7 Live Help

Feel free to contact our assignment writing services any time via phone, email or live chat.

subject

Services For All Subjects

Our writers can provide you professional writing assistance on any subject at any level.

price

Best Price Guarantee

Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.

Our Experts

Assignment writing guide
student rating student rating student rating student rating student rating 5/5

1896 Order Completed

95% Response Time

Herman Berens

MSc in Psychology

London, United Kingdom

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

134 Order Completed

95% Response Time

Thomas Nelson

MS in Information Systems Technology with Specialization in Database Administration

New Jersey, United States

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

440 Order Completed

99% Response Time

Jack Arens

MBA in HRM

London, United Kingdom

Hire Me
Assignment writing guide
student rating student rating student rating student rating student rating 5/5

154 Order Completed

97% Response Time

Harold Alderete

PhD in Economics

London, United Kingdom

Hire Me

FREE Tools

plagiarism

Plagiarism Checker

Get all your documents checked for plagiarism or duplicacy with us.

essay

Essay Typer

Get different kinds of essays typed in minutes with clicks.

edit

GPA Calculator

Calculate your semester grades and cumulative GPa with our GPA Calculator.

referencing

Chemical Equation Balancer

Balance any chemical equation in minutes just by entering the formula.

calculator

Word Counter & Page Calculator

Calculate the number of words and number of pages of all your academic documents.

Refer Just 5 Friends to Earn More than $2000

Check your estimated earning as per your ability

1

1

1

Your Approx Earning

Live Review

Our Mission Client Satisfaction

great work. WOW. nicely done. good reference. great approach. one of the best assignment

flag

User Id: 424798 - 13 Jul 2020

Australia

student rating student rating student rating student rating student rating

I am very pleased with the turnout of my assignment! My stress level dropped dramatically with MAH\'s assistance!

flag

User Id: 383727 - 13 Jul 2020

Australia

student rating student rating student rating student rating student rating

At first, I started to lose faith in MYASSIGNMENThelp, then I was assigned a tutor that was able to take the suggested changes and went over and above the call of duty to complete my assignment. I am so thankful for this tutor. Can I work with you ag...

flag

User Id: 450083 - 13 Jul 2020

Australia

student rating student rating student rating student rating student rating

I have long awaited to give a 5-star rating and this EXPERT/tutor was able to review the track changes I requested and made those changes and even went over and above the call of duty to make sure my work was completed and done correctly. Thanks

flag

User Id: 450083 - 13 Jul 2020

Australia

student rating student rating student rating student rating student rating
callback request mobile
Have any Query?