Georgia Coffee is a popular canned coffee brand produced by Coca-Cola. Despite being produced in Atlanta, it is not currently sold there due to lack of demand for canned coffee. This marketing plan proposes expanding into the Atlanta market through a joint venture with Subway. The target market is young adults who consume more coffee. The strategy is to introduce Georgia Coffee at Subway locations at affordable prices to attract customers and build awareness. If successful, this expansion could open new opportunities while facing competition from Starbucks and others.
Rebuild Globally (RG) is a social enterprise organization based in Haiti that produces sandals from recycled materials to provide jobs for local artisans. RG faces both opportunities and threats in establishing itself in the footwear and fair trade industries. Key strengths include its environmentally friendly production and job creation in Haiti. However, RG also has weaknesses such as limited funding, exposure, and product offerings. It competes with established brands providing similar charitable products and may face supply issues or demand beyond its production capabilities. Overall, RG shows potential for growth but must address weaknesses and threats to become sustainable.
Final project for Intro to Media Planning at Ithaca College. Collaborated with four other students for the duration of a semester to analyze and collect data to create a comprehensive media suggestion for IZZE.
This marketing plan summarizes Ahmed Bahnas's strategy to introduce the malt soft drink Fayrouz in Brazil. The plan outlines key details about the product, Brazil's culture and economy, targeted demographics, distribution through a major importer, competitive pricing, and an promotional approach focusing on in-store sampling and events to drive initial awareness and trial. The overarching goal is to make Fayrouz the preferred drink in Brazil through wide distribution, competitive pricing, and promotional activities capitalizing on major events like the World Cup.
Coca cola presentation International marketing plan for Brazil biomedph22
ย
- Brazil is a large and growing economy that currently lacks a root beer option. Coca-Cola already has a 50% share of the soft drink market.
- The document proposes introducing Barq's Root Beer to Brazil by leveraging Coca-Cola's distribution network and marketing expertise.
- The goal is to increase Coca-Cola's overall sales by 25% within 5 years by capturing a 5% market share for Barq's through promotional campaigns associated with events like the FIFA World Cup.
In this Media Planning group project, we developed our own media plan on the IZZE Sparkling Juice brand and applied the basics of advertising media planning. 'Roots Media' our group agency, created the idea "IZZE: The Last Ingredient" to illustrate that IZZE Sparkling Juice completes your meal and day. An executive summary on the brand, a situation and brand analysis and our agency's media objectives and proposed strategies were incorporated in the plan to emphasize our creative brief on "The Last Ingredient."
Starbucks began in 1971 as a small coffee shop in Seattle owned by three partners. In the 1980s, the company expanded and was sold to new investors. By the late 1980s, Starbucks had over 4,000 stores across North America. As the US market became saturated, Starbucks looked to expand globally. However, entering new international markets presented both controllable and uncontrollable challenges related to price, product, promotion, and local economic, competitive, cultural, and political forces. To improve profitability and manage risks, Starbucks could diversify products, enhance the in-store experience, improve employee satisfaction, and refine its global expansion strategy. In Japan specifically, Starbucks may consider reducing prices or increasing employee benefits to better adapt to
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
Project report on coca cola marketing mixNIRMAL PALA
ย
The document provides information on Coca Cola's marketing mix and strategies. It discusses Coca Cola's mission to maximize shareholder value and create value for consumers. It outlines Coca Cola's 6 key beliefs that guide its business strategy. It also summarizes Coca Cola's financial performance in 2010, noting a 1% increase in net operating revenues and 82% increase in net income. Finally, it provides an overview of Coca Cola's volume by operating segment and geographic region.
Rebuild Globally (RG) is a social enterprise organization based in Haiti that produces sandals from recycled materials to provide jobs for local artisans. RG faces both opportunities and threats in establishing itself in the footwear and fair trade industries. Key strengths include its environmentally friendly production and job creation in Haiti. However, RG also has weaknesses such as limited funding, exposure, and product offerings. It competes with established brands providing similar charitable products and may face supply issues or demand beyond its production capabilities. Overall, RG shows potential for growth but must address weaknesses and threats to become sustainable.
Final project for Intro to Media Planning at Ithaca College. Collaborated with four other students for the duration of a semester to analyze and collect data to create a comprehensive media suggestion for IZZE.
This marketing plan summarizes Ahmed Bahnas's strategy to introduce the malt soft drink Fayrouz in Brazil. The plan outlines key details about the product, Brazil's culture and economy, targeted demographics, distribution through a major importer, competitive pricing, and an promotional approach focusing on in-store sampling and events to drive initial awareness and trial. The overarching goal is to make Fayrouz the preferred drink in Brazil through wide distribution, competitive pricing, and promotional activities capitalizing on major events like the World Cup.
Coca cola presentation International marketing plan for Brazil biomedph22
ย
- Brazil is a large and growing economy that currently lacks a root beer option. Coca-Cola already has a 50% share of the soft drink market.
- The document proposes introducing Barq's Root Beer to Brazil by leveraging Coca-Cola's distribution network and marketing expertise.
- The goal is to increase Coca-Cola's overall sales by 25% within 5 years by capturing a 5% market share for Barq's through promotional campaigns associated with events like the FIFA World Cup.
In this Media Planning group project, we developed our own media plan on the IZZE Sparkling Juice brand and applied the basics of advertising media planning. 'Roots Media' our group agency, created the idea "IZZE: The Last Ingredient" to illustrate that IZZE Sparkling Juice completes your meal and day. An executive summary on the brand, a situation and brand analysis and our agency's media objectives and proposed strategies were incorporated in the plan to emphasize our creative brief on "The Last Ingredient."
Starbucks began in 1971 as a small coffee shop in Seattle owned by three partners. In the 1980s, the company expanded and was sold to new investors. By the late 1980s, Starbucks had over 4,000 stores across North America. As the US market became saturated, Starbucks looked to expand globally. However, entering new international markets presented both controllable and uncontrollable challenges related to price, product, promotion, and local economic, competitive, cultural, and political forces. To improve profitability and manage risks, Starbucks could diversify products, enhance the in-store experience, improve employee satisfaction, and refine its global expansion strategy. In Japan specifically, Starbucks may consider reducing prices or increasing employee benefits to better adapt to
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
Project report on coca cola marketing mixNIRMAL PALA
ย
The document provides information on Coca Cola's marketing mix and strategies. It discusses Coca Cola's mission to maximize shareholder value and create value for consumers. It outlines Coca Cola's 6 key beliefs that guide its business strategy. It also summarizes Coca Cola's financial performance in 2010, noting a 1% increase in net operating revenues and 82% increase in net income. Finally, it provides an overview of Coca Cola's volume by operating segment and geographic region.
Marketing Strategy in the Indian Potato chips marketPoulamiKarjee
ย
This document provides an overview of the Indian potato chips market. It discusses key details about the fast moving consumer goods sector in India and how the potato chips market falls under this. It then analyzes the potato chips market segment using Porter's 5 Forces model. It identifies Lays, owned by PepsiCo, as the market leader with 40% share. ITC's Bingo is identified as the main market challenger with 16% share. Pringles is identified as a market nicher targeting health conscious consumers. The document then provides further details on the strategies and positioning of Lays and Bingo as the top two brands in the market.
P&G is a global consumer goods leader known for iconic brands. It conducts extensive consumer research through over 20,000 annual studies and neuromarketing techniques. This research helps develop category-killing products through relentless innovation and informs their evolving marketing strategy. P&G focuses on innovation, a customer-centric approach, and measuring return on marketing investments to build strong brand loyalty. Their advertising, sponsorship, digital and social media marketing effectively promotes products to consumers around the world.
This document contains a marketing plan for a new ready-to-drink bubble tea product called "Bubble Buzz" to be launched by The Coca-Cola Company. It includes an analysis of the industry, target market, competition, and customer. A marketing strategy is proposed focusing on product design, pricing, placement, and promotional activities. The objectives are to create awareness of the new product, gain market share in the functional drinks segment, and make Coca-Cola the market leader in that segment.
Procter & Gamble - Marketing Capabilities - A Case StudyKanika Gupta
ย
P&G is a global leader in consumer goods known for brands like Tide, Crest, and Pampers. It pioneered marketing strategies and considers consumer needs. P&G expanded globally through acquisitions like Gillette. It focuses on innovation through R&D and partnerships. P&G uses extensive consumer research and neuromarketing to develop emotionally resonant products. It employs a multi-pronged marketing mix including advertising, sponsorships, celebrity endorsements, and digital/social media. P&G continues innovating through modern marketing approaches to reach more consumers worldwide.
MARKETING PLAN OF HOT ICE TEA BY SHAYAN MAQSOODshayanmaqsood
ย
Hot Ice Tea is a new ready-to-drink tea product being introduced by Pepsi. It can be served hot or cold, making it convenient to drink throughout the year. The product will target health-conscious consumers and those seeking convenience. Pepsi has strong distribution capabilities and will position Hot Ice Tea as the only ready-to-drink product that can be served hot or cold. The main competitors will be other tea and functional drink brands, though Hot Ice Tea occupies an untapped segment as a ready-to-drink product that bridges hot and cold offerings.
This document provides an overview of Coca-Cola Enterprises and the soft drink industry. It discusses the origins and founding of Coca-Cola in 1886 and the beginnings of bottling in 1899. It outlines the consolidation of bottling franchises in the 1980s and 1990s that led to the formation of Coca-Cola Enterprises in 1986. The summary discusses Coca-Cola Enterprises growing its sales and revenues through mergers and restructuring in the 1990s to become one of the largest players in the global soft drink industry.
Bootleg Bros., a craft brewery, is launching a line of canned alcoholic seltzers called Speakeasy. The document outlines objectives, target audiences, customer profiles, and a marketing plan for the launch. The plan includes developing the Speakeasy brand image, creating awareness of the new product line, providing custom seltzer flavors to businesses, building community relationships, and enhancing marketing through consumer feedback. Timing of brand development, advertising, events, and campaigns are scheduled from January to October 2017.
P&G is a multinational consumer goods company founded in 1837. It has a large portfolio of brands and focuses on innovation through design-led product development and understanding consumers. P&G reorganized into global business units in 2007 and increased focus on design thinking. It uses various marketing strategies like multi-branding, celebrity endorsements, sponsorships, digital marketing and social media. Areas for improvement include increasing social media activity, monitoring consumers, and reducing costs.
P&G is an American multinational consumer goods company known for its powerful portfolio of trusted brands. It focuses on innovation and design-driven marketing strategies through new product development, effective communication, and strategic spending. P&G leverages its brands through multibranding, consumer-centric approaches, digital and social media marketing, celebrity endorsements, and sponsorship of major events. This case study examines how P&G's relentless focus on innovation, new marketing techniques, and redefining consumer engagement have helped grow its core brands and expand into new markets.
Dr Pepper plans to integrate social TV advertising into The Big Bang Theory to help promote the brand's uniqueness and history. The strategy aims to increase awareness and sales by promoting Dr Pepper's products and 1885 founding date through ads, product placement, and contests during the popular show. This is expected to help Dr Pepper appeal to younger demographics and potentially increase sales by $5-10 million in the US and $1-5 million in new international markets. Key elements of the marketing strategy include positioning Dr Pepper as a family friendly product through its association with The Big Bang Theory.
The document provides an integrated marketing communications plan to promote Fayrouz soft drink brand during the summer season. The plan includes segmentation targeting adults aged 10-35 in key cities. Strategies use a push-pull approach combining increased distribution with a mass promotional campaign. Tactics proposed include TV, radio, outdoor, print, online, and event marketing. The budget totals over 6 million Egyptian pounds focused on summer campaigns and activities to maintain brand perception and refreshment positioning.
Procter & Gamble is a global consumer goods company known for iconic brands like Ivory soap, Crest toothpaste, and Tide detergent. The company owns over two dozen $1 billion brands worldwide. P&G pursued international expansion starting in the 1930s and acquired brands to expand into new categories like household paper products, coffee, and disposable diapers. Innovation and rigorous product testing have been crucial to P&G's success, resulting in first-to-market products like Crest toothpaste, Head & Shoulders, and Pampers diapers. Strong branding and marketing, including celebrity endorsements, sponsorships, and digital/social media campaigns, have helped build P&G's portfolio of leading
The cola wars are a series of mutually-targeted television advertisements and marketing campaigns since the 1980s between two long-time rival soft drink producers, The Coca-Cola Company and PepsiCo. The battle between the two dominant brands in the United States intensified to such an extent that the term โCola warsโ was used to describe the feud.
In this presentation discussed regarding Rivalry between Cocacola and Pepsi
The document is a project report on strategic management for Dr Pepper Snapple Group. It includes the company's vision and strategy, which focuses on building brands, executing with excellence, and continuous improvement. An external analysis identifies opportunities like expanding into new markets and threats such as strong competition from Pepsi and Coca-Cola. Matrices are used to evaluate the company's external factors and competitive position. Recommendations and an action plan are proposed.
The document provides a SWOT analysis of PepsiCo:
- PepsiCo is one of the largest food and beverage companies in the world with many popular brands like Pepsi, Lay's, and Gatorade. However, it faces intense competition from Coca-Cola.
- Strengths include strong brand recognition, global distribution network, and relationship building with customers. Weaknesses include high dependence on U.S. market and relatively low productivity.
- Opportunities exist in growing international markets and new product categories. Threats include projected declines in soft drink sales and potential labor disputes.
P&G- Marketing Capabilities-Harvard Business School Case studyShivam .
ย
P&G has a long history dating back to 1837 and is a global leader in consumer goods. It has a wide portfolio of brands and focuses on innovation through R&D. P&G reorganized into global business units in 2007 to boost growth. It emphasizes design-led innovation and a consumer-centric approach. P&G utilizes various marketing strategies like multi-branding, advertising, sponsorships, celebrity endorsements, and digital and social media marketing. It continues to focus on understanding consumer needs to develop new products and reach audiences through evolving channels.
The document provides an overview of Coca-Cola's marketing strategies and plans. It discusses the company's mission, vision, values, objectives, target markets, marketing mix of product, place, price and promotion, as well as analyses of the company's internal and external environments including strengths, weaknesses, opportunities and threats.
The document discusses Coca-Cola's marketing strategies in Pakistan. It provides background on Coca-Cola's founding and introduction to Pakistan in 1953. It then discusses Coca-Cola's marketplace and customer needs in Pakistan, including market segmentation based on geographic, demographic, psychographic, and behavioral factors. The document also outlines Coca-Cola's marketing positioning, differentiation strategies, marketing mix including product, price, place, and promotion, and marketing channels and sales promotions used in Pakistan such as advertising, public relations, and cricket/music events.
As a student at the University of Houston, I developed a fully-integrated media plan for Dr Pepper with a focus on both a national target, as well as a local target. This plan, as well as the presentation was awarded first place in a a media plan competition at the University.
This 3 sentence summary provides the key details from the business plan document:
The document outlines a business plan for Coke Drink, which is a beverage company that produces and distributes soft drinks including their flagship product, Coke. The plan discusses the company's management, marketing strategies, operations, finances, and goals to maximize growth in global markets and increase market share. The main competitor identified is Pepsi.
operations research homework help,marketing homework help, project management...guest3d3d11f
ย
This document discusses enterprise business management. It begins by explaining that EBM emerged in the 1990s and has become widely used, but some organizations still struggle with implementation. It then discusses several key aspects of successful EBM implementation, including strategic cross-functional management, system thinking, focusing on core competencies, innovative business models, and creating customer value. Specific benefits are highlighted such as decreased costs, improved quality, and shortened product development times. The document emphasizes considering EBM from a holistic, systems-oriented perspective.
Silverlight รฉ uma plataforma da Microsoft para aplicaรงรตes web ricas e multimรญdia, lanรงada inicialmente em 2007. O documento detalha as principais versรตes do Silverlight ao longo dos anos, incluindo recursos como suporte a webcam, microfone, impressรฃo, streaming e desenvolvimento para Windows Phone 7. ร fornecido um breve tutorial de cรณdigo para iniciar uma demonstraรงรฃo Silverlight.
Marketing Strategy in the Indian Potato chips marketPoulamiKarjee
ย
This document provides an overview of the Indian potato chips market. It discusses key details about the fast moving consumer goods sector in India and how the potato chips market falls under this. It then analyzes the potato chips market segment using Porter's 5 Forces model. It identifies Lays, owned by PepsiCo, as the market leader with 40% share. ITC's Bingo is identified as the main market challenger with 16% share. Pringles is identified as a market nicher targeting health conscious consumers. The document then provides further details on the strategies and positioning of Lays and Bingo as the top two brands in the market.
P&G is a global consumer goods leader known for iconic brands. It conducts extensive consumer research through over 20,000 annual studies and neuromarketing techniques. This research helps develop category-killing products through relentless innovation and informs their evolving marketing strategy. P&G focuses on innovation, a customer-centric approach, and measuring return on marketing investments to build strong brand loyalty. Their advertising, sponsorship, digital and social media marketing effectively promotes products to consumers around the world.
This document contains a marketing plan for a new ready-to-drink bubble tea product called "Bubble Buzz" to be launched by The Coca-Cola Company. It includes an analysis of the industry, target market, competition, and customer. A marketing strategy is proposed focusing on product design, pricing, placement, and promotional activities. The objectives are to create awareness of the new product, gain market share in the functional drinks segment, and make Coca-Cola the market leader in that segment.
Procter & Gamble - Marketing Capabilities - A Case StudyKanika Gupta
ย
P&G is a global leader in consumer goods known for brands like Tide, Crest, and Pampers. It pioneered marketing strategies and considers consumer needs. P&G expanded globally through acquisitions like Gillette. It focuses on innovation through R&D and partnerships. P&G uses extensive consumer research and neuromarketing to develop emotionally resonant products. It employs a multi-pronged marketing mix including advertising, sponsorships, celebrity endorsements, and digital/social media. P&G continues innovating through modern marketing approaches to reach more consumers worldwide.
MARKETING PLAN OF HOT ICE TEA BY SHAYAN MAQSOODshayanmaqsood
ย
Hot Ice Tea is a new ready-to-drink tea product being introduced by Pepsi. It can be served hot or cold, making it convenient to drink throughout the year. The product will target health-conscious consumers and those seeking convenience. Pepsi has strong distribution capabilities and will position Hot Ice Tea as the only ready-to-drink product that can be served hot or cold. The main competitors will be other tea and functional drink brands, though Hot Ice Tea occupies an untapped segment as a ready-to-drink product that bridges hot and cold offerings.
This document provides an overview of Coca-Cola Enterprises and the soft drink industry. It discusses the origins and founding of Coca-Cola in 1886 and the beginnings of bottling in 1899. It outlines the consolidation of bottling franchises in the 1980s and 1990s that led to the formation of Coca-Cola Enterprises in 1986. The summary discusses Coca-Cola Enterprises growing its sales and revenues through mergers and restructuring in the 1990s to become one of the largest players in the global soft drink industry.
Bootleg Bros., a craft brewery, is launching a line of canned alcoholic seltzers called Speakeasy. The document outlines objectives, target audiences, customer profiles, and a marketing plan for the launch. The plan includes developing the Speakeasy brand image, creating awareness of the new product line, providing custom seltzer flavors to businesses, building community relationships, and enhancing marketing through consumer feedback. Timing of brand development, advertising, events, and campaigns are scheduled from January to October 2017.
P&G is a multinational consumer goods company founded in 1837. It has a large portfolio of brands and focuses on innovation through design-led product development and understanding consumers. P&G reorganized into global business units in 2007 and increased focus on design thinking. It uses various marketing strategies like multi-branding, celebrity endorsements, sponsorships, digital marketing and social media. Areas for improvement include increasing social media activity, monitoring consumers, and reducing costs.
P&G is an American multinational consumer goods company known for its powerful portfolio of trusted brands. It focuses on innovation and design-driven marketing strategies through new product development, effective communication, and strategic spending. P&G leverages its brands through multibranding, consumer-centric approaches, digital and social media marketing, celebrity endorsements, and sponsorship of major events. This case study examines how P&G's relentless focus on innovation, new marketing techniques, and redefining consumer engagement have helped grow its core brands and expand into new markets.
Dr Pepper plans to integrate social TV advertising into The Big Bang Theory to help promote the brand's uniqueness and history. The strategy aims to increase awareness and sales by promoting Dr Pepper's products and 1885 founding date through ads, product placement, and contests during the popular show. This is expected to help Dr Pepper appeal to younger demographics and potentially increase sales by $5-10 million in the US and $1-5 million in new international markets. Key elements of the marketing strategy include positioning Dr Pepper as a family friendly product through its association with The Big Bang Theory.
The document provides an integrated marketing communications plan to promote Fayrouz soft drink brand during the summer season. The plan includes segmentation targeting adults aged 10-35 in key cities. Strategies use a push-pull approach combining increased distribution with a mass promotional campaign. Tactics proposed include TV, radio, outdoor, print, online, and event marketing. The budget totals over 6 million Egyptian pounds focused on summer campaigns and activities to maintain brand perception and refreshment positioning.
Procter & Gamble is a global consumer goods company known for iconic brands like Ivory soap, Crest toothpaste, and Tide detergent. The company owns over two dozen $1 billion brands worldwide. P&G pursued international expansion starting in the 1930s and acquired brands to expand into new categories like household paper products, coffee, and disposable diapers. Innovation and rigorous product testing have been crucial to P&G's success, resulting in first-to-market products like Crest toothpaste, Head & Shoulders, and Pampers diapers. Strong branding and marketing, including celebrity endorsements, sponsorships, and digital/social media campaigns, have helped build P&G's portfolio of leading
The cola wars are a series of mutually-targeted television advertisements and marketing campaigns since the 1980s between two long-time rival soft drink producers, The Coca-Cola Company and PepsiCo. The battle between the two dominant brands in the United States intensified to such an extent that the term โCola warsโ was used to describe the feud.
In this presentation discussed regarding Rivalry between Cocacola and Pepsi
The document is a project report on strategic management for Dr Pepper Snapple Group. It includes the company's vision and strategy, which focuses on building brands, executing with excellence, and continuous improvement. An external analysis identifies opportunities like expanding into new markets and threats such as strong competition from Pepsi and Coca-Cola. Matrices are used to evaluate the company's external factors and competitive position. Recommendations and an action plan are proposed.
The document provides a SWOT analysis of PepsiCo:
- PepsiCo is one of the largest food and beverage companies in the world with many popular brands like Pepsi, Lay's, and Gatorade. However, it faces intense competition from Coca-Cola.
- Strengths include strong brand recognition, global distribution network, and relationship building with customers. Weaknesses include high dependence on U.S. market and relatively low productivity.
- Opportunities exist in growing international markets and new product categories. Threats include projected declines in soft drink sales and potential labor disputes.
P&G- Marketing Capabilities-Harvard Business School Case studyShivam .
ย
P&G has a long history dating back to 1837 and is a global leader in consumer goods. It has a wide portfolio of brands and focuses on innovation through R&D. P&G reorganized into global business units in 2007 to boost growth. It emphasizes design-led innovation and a consumer-centric approach. P&G utilizes various marketing strategies like multi-branding, advertising, sponsorships, celebrity endorsements, and digital and social media marketing. It continues to focus on understanding consumer needs to develop new products and reach audiences through evolving channels.
The document provides an overview of Coca-Cola's marketing strategies and plans. It discusses the company's mission, vision, values, objectives, target markets, marketing mix of product, place, price and promotion, as well as analyses of the company's internal and external environments including strengths, weaknesses, opportunities and threats.
The document discusses Coca-Cola's marketing strategies in Pakistan. It provides background on Coca-Cola's founding and introduction to Pakistan in 1953. It then discusses Coca-Cola's marketplace and customer needs in Pakistan, including market segmentation based on geographic, demographic, psychographic, and behavioral factors. The document also outlines Coca-Cola's marketing positioning, differentiation strategies, marketing mix including product, price, place, and promotion, and marketing channels and sales promotions used in Pakistan such as advertising, public relations, and cricket/music events.
As a student at the University of Houston, I developed a fully-integrated media plan for Dr Pepper with a focus on both a national target, as well as a local target. This plan, as well as the presentation was awarded first place in a a media plan competition at the University.
This 3 sentence summary provides the key details from the business plan document:
The document outlines a business plan for Coke Drink, which is a beverage company that produces and distributes soft drinks including their flagship product, Coke. The plan discusses the company's management, marketing strategies, operations, finances, and goals to maximize growth in global markets and increase market share. The main competitor identified is Pepsi.
operations research homework help,marketing homework help, project management...guest3d3d11f
ย
This document discusses enterprise business management. It begins by explaining that EBM emerged in the 1990s and has become widely used, but some organizations still struggle with implementation. It then discusses several key aspects of successful EBM implementation, including strategic cross-functional management, system thinking, focusing on core competencies, innovative business models, and creating customer value. Specific benefits are highlighted such as decreased costs, improved quality, and shortened product development times. The document emphasizes considering EBM from a holistic, systems-oriented perspective.
Silverlight รฉ uma plataforma da Microsoft para aplicaรงรตes web ricas e multimรญdia, lanรงada inicialmente em 2007. O documento detalha as principais versรตes do Silverlight ao longo dos anos, incluindo recursos como suporte a webcam, microfone, impressรฃo, streaming e desenvolvimento para Windows Phone 7. ร fornecido um breve tutorial de cรณdigo para iniciar uma demonstraรงรฃo Silverlight.
El caballero estรก atrapado en su oxidada armadura y no puede quitรกrsela. Su esposa e hijo amenazan con irse si no puede mostrar su verdadero yo. El caballero decide buscar al mago Merlรญn para que lo ayude a quitarse la armadura. Antes de irse, el bufรณn Bolsalegre le dice que Merlรญn aรบn vive y que puede encontrarlo en el bosque. El caballero parte esperanzado de que Merlรญn pueda liberarlo de su prisiรณn metรกlica.
The document discusses trends that will impact museums in the future according to the American Alliance of Museums. It outlines seven key trends from the "TrendsWatch 2012" report including harnessing crowdsourcing, alternative funding models, engaging aging populations, and the changing nature of education. The trends reflect challenges like declining arts participation and threats to nonprofit status. Museums are encouraged to consider how these trends will impact their communities and operations going forward.
Nature humbles anyone who thinks they can control it. The relationships of characters like Hatsue and Ishmael began and ended in the Cedar tree, with Ishmael's realizations based on nature. Events like Carl Heine's death, the trial, and intimate moments between couples developed the theme that nature is random and cannot be controlled, as humans have tried to do since the Paleolithic era through technology, though it is not enough.
The document provides updates on various Navy programs and policies in a 3 page newsletter format. Key updates include the launch of a new Navy installations command website, reminders about validating PRIMS data and transferring Post-9/11 GI Bill benefits, the upcoming implementation of E-Leave to streamline leave requests, the importance of safeguarding personally identifiable information, and new general military training policies. Sailors are encouraged to get sponsorships arranged for permanent change of station moves and provide feedback on programs like United Through Reading.
A presentation and forecasting session given by Elizabeth Merritt, founding director of the Center for the Future of Museums, and Peter Bishop, associate professor of strategic foresight at the University of Houston, at the 2010 Texas Association of Museums conference.
Coffee shops are becoming increasingly popular in India, especially among youth, with over 1,500 cafes opening in the past decade. However, India's coffee consumption is much lower than other countries, at only 85 grams per capita compared to over 4 kilograms elsewhere. While India is a major coffee producer, much of the output is exported. Coffee Day is the leading cafe chain but faces challenges of high real estate and labor costs, as well as increasing competition. The report recommends Coffee Day improve its brand image, employee training, delivery process, and ambiance to better attract and retain customers. An internship at Coffee Day Global provided valuable insights into cafe and plantation management operations.
ccd findings study by prof.pradeeppatil jkhims nittepradeep patil
ย
Coffee shops are becoming increasingly popular in India, especially among youth, with over 1,500 cafes opening in the past decade. However, India's coffee consumption is much lower than other countries, at only 85 grams per capita compared to over 4 kilograms elsewhere. There is significant potential for growth in the Indian coffee market. Coffee Day is a large coffee chain in India but needs to improve its brand image and customer service. Based on an analysis of Coffee Day's strengths and weaknesses, recommendations are provided to enhance its offerings and operations. An internship at Coffee Day Global provided valuable practical learning about managing and growing a large organization.
This report discusses the global operations of three coffee shop chains: Costa Coffee, The Coffee Bean & Tea Leaf (CBTL), and Gloria Jean's Coffees. It outlines the reasons these companies expanded globally, including increasing profits and better competing against rivals. Their corporate strategies focused on international franchising and related diversification across coffee, tea and merchandise. The report also describes the companies' organizational structures with headquarters in their home countries and global presences. Finally, it provides details on their coffee and tea supply chains, sourcing from Rainforest Alliance certified farms around the world.
Starbucks India or it can be called as Tatabucks. As Starbucks Corporation and Tata Global Beverages announced 50:50 joint venture called Tata Starbucks Ltd. in January 2012 which operate and own outlets branded Starbucks โA Tata Allianceโ. An agreement was also signed between Starbucks and Tata coffee that coffee would 100% locally sourced and roasted
Jamba Juice is developing a new campaign to increase sales and brand awareness as competition rises. The goals are to increase sales by 10% among 16-35 year olds with a $35,000 budget combining traditional and guerrilla marketing. A second goal is to boost brand awareness against competitors in smoothies and specialty beverages like Starbucks. The campaign will target young, health-conscious consumers who drink smoothies and coffee daily.
International marketing management group 12- starbuckstanujmathur99
ย
Starbucks is the largest international coffeehouse chain operating in over 50 countries. It entered international markets through joint ventures and licensing agreements. When entering India, Starbucks faced issues related to culture, marketing channels, and regulations. After failed attempts to enter through joint ventures, Starbucks is now considering a wholly-owned subsidiary. India represents a significant opportunity for Starbucks due to its large population, growing middle class, and rising coffee consumption. However, Starbucks must address cultural and regulatory challenges to succeed in India.
The document discusses the advertising strategies of Coca-Cola and Pepsi in global and local markets. It notes that both companies spend billions annually on advertising, representing a significant percentage of their revenues. The soft drink industry is highly competitive, so brands rely on advertising and branding to sustain their market position. While Coca-Cola and Pepsi are global powerhouse brands, their advertising campaigns have localized over time in India to connect with local audiences and cultural contexts. Localization of branding is a key strategy given lack of product differentiation.
This marketing plan proposes strategies for introducing the Jamba Juice healthy lifestyle brand to Thailand. It begins with an analysis of Jamba Juice's products and competitors in Thailand. The plan then discusses targeting health-conscious middle-class Thai and expatriate professionals in Bangkok. It proposes a holistic marketing approach that considers employees, corporate social responsibility, and suppliers. The integrated marketing strategy focuses on market penetration through newspaper ads, promotions, sampling, internet marketing, and in-store advertising to achieve objectives of profits and customer numbers in the first year.
Project Proposal
Project Proposal
Project Proposal
Part 1
Rodney A. Lee Sr.
Grantham University
Project Proposal: Expansion Opportunity to overseas of Starbucks Company
Introduction
Starbucks Company is a coffee company and the coffeehouse chain that is based in America. The company was started in 1971 in Seattle, Washington. The company was started by three friends namely Gordon, Jerry and Zev, who had a great interest in the sale of fresh coffee beans. The company operates a lot of locations around the globe including in the United States, China, Canada, Japan and in the United Kingdom. The locations of the Starbucks usually serve cold and hot drinks, micro-ground instant coffee, the whole-bean coffee, full-and loose-leaf teas, and espresso. Most of the Starbucks stores are involved in selling of pre-packaged food items, drink-ware and the cold and hot sandwiches (Bussing-Burks, 2009).
The company started being profitable for the first time in the 1980s, which led to the revitalized prosperity with its entry in California because of its expansion despite of the initial economic down. The company expanded their locations to Japan in 1996, and expansion to overseas now contributes to nearly one-third of the Starbuckโs stores.
Growth opportunity of Starbucks
Starbucks has been reporting increased customer traffic of late and also experience a growth of 3% in the customer count. The expansion plans of the company involve opening more stores in different locations which will be major drivers of growth for the Starbucks. Considering the size of the company it may appear that the fast growth of the company will not be experienced any further. However, the company great opportunities for growth at a pace that is healthy in the decades to come (Hill, 2010). The following are growth opportunities for the Starbucks Corporation:
a. Growing beyond coffee
One of the major growth initiatives in the company has been involving enhancement of the non-coffee sales. The selling of food has been growing at a pace that is increased compared to the rest of the company sales. The company added lunch sandwich offering that are new in order to promote additional growth. The company is also beginning to test selling of the beer, wine, and the small-plate appetizers. These new investments for the have a promising pay off, which will lead to a tremendous growth of the company (Michelli, 2007).
b. Mobile order and pay
The company is also planning a potential game changer in planning to roll out the mobile order and pay functionality chain-wide. This will enable the customers to be in a position of placing orders in advance and collect them with no waiting in line. This will be the urban solution on the convenience of the drive-through. This provides a potential growth on the delivery services and convenience in the company (Michelli, 2007).
c. Lots of ways to grow
Starbucks is moving in a fast way searching various key opportunities for gro.
This document presents a marketing and advertising plan to stimulate growth for the Squirt grapefruit soda brand. It analyzes Squirt's position in the market, where it has seen flat sales as competitors have gained ground. The plan proposes expanding advertising spending, especially in Hispanic markets, targeting younger demographics, and increasing distribution in emerging Hispanic areas. It recommends a synthesis of these actions along with higher overall advertising to capitalize on opportunities from a growing Hispanic population fond of grapefruit soda.
Starbucks started as a small coffee shop in Seattle in the 1980s and has since grown into a global chain of over 5,000 coffee shops across 28 countries. While Starbucks has experienced enormous expansion since going public in 1991, it has also faced several challenges including changing customer preferences among Generation X customers and increased competition from other coffee chains. Starbucks addressed these issues by expanding internationally, repositioning its products and services in domestic markets, and maintaining aggressive growth. However, Starbucks now needs to readjust its strategies and reposition itself to overcome recent declines in growth rates due to market saturation in key markets like the US and Japan. Potential solutions for Starbucks include focusing on new international markets, improving customer service and the in-store experience,
Starbucks began in the early 1980s as a small chain of coffee shops in Seattle. It grew rapidly in the 1990s and now owns over 5,600 coffee shops across 28 countries. While Starbucks has expanded greatly since going public in 1991, it has also faced several problems. As new generations found Starbucks' prices expensive and environment unappealing, growth slowed. Starbucks faced increased competition and issues with employee satisfaction. To maintain growth, Starbucks aggressively expanded overseas, with Japan and the UK becoming its largest international markets. However, international expansion also introduced uncontrollable risks around politics, economies, cultures and currencies that Starbucks had to navigate.
Trader Joe's is considering expanding into Japan and Australia. It has several strengths that could enable successful expansion into these markets, including unique product offerings, affordable prices, and a strong brand reputation emphasized through its Fearless Flyer newsletter. Both Japan and Australia represent opportunities for growth due to similarities with Trader Joe's culture and consumer demand for high quality, healthy products. The document provides a background on Trader Joe's business model and a SWOT analysis to evaluate expansion opportunities and challenges in Japan and Australia.
The document discusses the global carbonated beverage market. It provides an overview of the market size from 2017-2022, key questions answered in the report, executive summary including market trends, drivers, challenges. It then discusses market definition and segmentation, market share overview of key players, and key market trends. It also provides an overview of a key player in the market, The Coca-Cola Company, including its products, global presence and recent initiatives.
External and Internal Analysis 8Extern.docxgitagrimston
ย
External and Internal Analysis 8
External and Internal Environmental Analysis
STR/581
Professor Alfonso Rodriguez
July 30, 2014
Sheila Medina
Introduction
Coffee has become an integral part of the lives of numerous people. In 1971, Starbucks coffee opened its first coffee shop in the Pike Place Market in Seattle, Washington. Now, according to research โStarbucks Corporation is the leading retailer, roaster and brand of specialty coffee in the world, with more than 6,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rimโ (www.investor.starbucks.com). Starbucks aims to be the consumerโs favorite coffee shop and to achieve this the company focused on customer satisfaction as well as company advancement. Therefore, it is important to act based on what is written in Starbucks mission, value and vision statement, โTo inspire and nurture the human spirit-one person, one cup, and one neighborhood at a timeโ (www.starbucks.com).
A review of Starbucks financial reports has identified an increase in revenue over the past few years. However, this increase in revenue doesnโt account for the increase in profits. The profit increase is not as high as it could be due to external factors such as other coffee shops and the increase in amount of competition. This report aims to identify the different internal and external environment factors attributing to the changes in Starbucks external environment by utilizing several different analyses.
SWOT Analysis
Strengths
Starbucks possesses several main strengths including their high visibility being located in high traffic areas, quality of service and products and their established brand loyalty. Starbucks remains an established leader being the number one known coffee house in the world while possessing a competent workforce, providing quality service, and continuing financial soundness. They also are known for their strong internal and external relationships with their suppliers.
Weakness
Weaknesses that Starbucks must address include: Product affordability and pricing, coffee beans price is the major influence over the firms profits, maintaining the positive public opinion of their products, avoiding any negative publicity, and remaining connected to their customers. Starbucks must also consider the fact they have expanded domestically and internationally resulting in saturation of the markets. They are also a non-smoking facility alienating some customers from purchasing coffee or other products from their store.
Opportunities
Opportunities include the ability for Starbucks to enter into different and new markets,
partnership opportunities with businesses, growing acceptance and customer satisfaction, and increase different product offerings. Starbucks must strive to continue expanding their products and food service to remain competitive and reach other consumers. Another option would be for Starbucks to allow consumers to order t ...
Coca-Cola has been in business since 1886 and is currently the world's leading beverage company operating in over 200 countries. The document outlines Coca-Cola's marketing strategy, which includes targeting both young consumers aged 16-30 as well as expanding into the mid-age demographic with more purchasing power. The strategy aims to increase sales volume and market share through new product positioning, making consumers aware of different Coke varieties, and emphasizing that Coke can be enjoyed on any occasion.
Starbucks Coffee Company - Expanding into IndiaVaibhav KHanna
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The report covers various tools and frameworks from International Marketing course and evaluates the Starbucks current position within the Indian market and suggests recommendations based on 360 degree analysis from Macro business factors, company core competencies, SWOT and customer feedback.
Gloria Jean's Coffee originated in Australia but has expanded internationally, including to Northern Cyprus where it opened locations in Nicosia, Famagusta, Kyrenia, and EMU between 2007-2011. It serves hot drinks like coffee, chocolate, and teas as well as cold drinks. To maintain market share in the competitive coffee industry, Gloria Jean's focuses on creating a comfortable atmosphere for customers and uses strategies like competitive pricing and centrally-located stores. A SWOT analysis identifies strengths in brand recognition and variety of offerings, weaknesses in high costs and reliance on coffee sales, opportunities in expanding locations and co-branding, and threats from competitors and changing consumer preferences.
This presentation is made to do market research and identify business opportunities for Starbucks in Africa.
Sample data is used only from Ghana but recommendation can be used to explore opportunities in other African countries as well.
Starbucks has encountered both controllable and uncontrollable elements in entering global markets. Uncontrollable elements include political, economic, and cultural issues in foreign countries that can change suddenly. Controllable elements include marketing mix factors that Starbucks can adapt, such as product offerings, pricing, placement, and promotion.
Major risks facing Starbucks include limited product choices restricting growth and market concentration in the US and Canada. To improve, Starbucks should focus on core products, services, and environments while expanding their international markets and fine-tuning their marketing mix for other cultures.
Starbucks' strategy of over-saturating the US market and under-spending on advertising may be mismatched. To improve in Japan, Starbucks should
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The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
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(๐๐๐ ๐๐๐) (๐๐๐ฌ๐ฌ๐จ๐ง ๐)-๐๐ซ๐๐ฅ๐ข๐ฆ๐ฌ
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๐๐ฑ๐ฉ๐ฅ๐๐ข๐ง ๐ญ๐ก๐ ๐๐๐ญ๐ฎ๐ซ๐ ๐๐ง๐ ๐๐๐จ๐ฉ๐ ๐จ๐ ๐๐ง ๐๐ง๐ญ๐ซ๐๐ฉ๐ซ๐๐ง๐๐ฎ๐ซ:
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Marketing Homework Help
1. Marketing Plan for Georgia Coffee 1
Report on
Marketing Plan
For
Georgia Coffee
2. Marketing Plan for Georgia Coffee 2
Abstract
Georgia is a popular brand of coffee flavored beverages and it is sold by the Coca-Cola
Company. The Japanese subsidiary of Coca-Cola started its production in the year 1975. But it is
strange to note that despite being produced by Atlanta, Georgia based Coca-Cola company, this
product i.e., Georgia coffee is not been sold within Georgia. The main reason is that there are no
consumers for canned coffee in United States. This is a marketing plan for Georgia Coffee,
operating in the US state of Georgia as well as the nation of Georgia to expand to Georgia
market. This expansion includes forming a joint venture with Subway Corporation and a
Georgian company that can provide navigation through cultural barriers. The Georgian economy
has been improving since the late 1990s, and the coffee market is strong in Georgia's largest
cities. Georgia presents challenges that other international markets do not, but it also holds
promise not available in other markets as well. The Georgia Coffee culture will be totally
foreign in Georgia, but its strangeness also will be refreshing. The Georgian partner will need to
be trained in Georgia Coffee's philosophy and explain to Georgian employees the differences
they can expect to see in Georgia Coffee's approach to business and to them. The combination of
Georgia Coffee and Subway sandwiches promises to be a successful one in the Georgian market.
This marketing plan aims at designing a strategy to achieve positive result and growth.
Introduction
Georgia coffee, the coffee flavored beverage that is sold in can has a very good market in Japan
and it has expanded to other markets like Singapore, Bahrain and India too. There are many
seasonal blends that Coca-Cola markets original, Original, Mocha Kilamanjaro, and Emerald
Mountain Blend through out the year. Consumers enjoy coffee as a cold or hot beverage. To
mention few of Georgia blends of coffee are Georgia Coffee Original, Georgia Coffee Mocha
Kilamanjaro, Georgia Coffee Emerald Mountain Blend, Georgia Coffee Emblem Blend, Georgia
Coffee European Blend, Georgia Coffee Royal Blend etc., But it is really interesting to note that
though it is produced in Atlanta, it is not been marketed there, simply because the people of
Atlanta does not have a liking for that particular taste. Now it will be a great task to design a
marketing strategy to have an entry in the Atlanta market and make the people to accept this
3. Marketing Plan for Georgia Coffee 3
product. In this report let us analyze the marketing plan for Georgia Coffeeโs expansion in to
Atlanta market.
MARKETING PLAN FOR GEORGIA COFFEE EXPANDING IN ATLANTA
MARKETING PLAN PHASE I
THE MARKET
Market Situation Analysis
Based in Atlanta, Georgia Coffee is a small company that in many ways strives to be the
Starbucks of the US East. It operates a dozen locations in and around Atlanta and is expanding
to T'bilisi, the capital of the nation of Georgia. A coffeehouse culture has been developing in
Georgia's northern neighbor of Russia for several years; Starbucks battled in Russian courts to
reclaim its trademark from a Russian trademark "squatter," delaying its entry into Russia for
several years (Kramer, 2007). Starbucks has not yet expanded into Georgia, the Ukraine or the
other nations that formerly comprised the south-central section of the USSR. The economy of
Russia is more conducive to Starbucks than is that of Georgia. Georgia Coffee will be able to
become well established before Starbucks is likely to turn its attention to Georgia. Starbucks'
current focus is China, where its greatest attention is likely to remain for some time (Guest, 200).
Market Needs and Trends
It is to be noted that the people need a comparatively economical beverage to be consumed due
to the recession effected in the state of Georgia, The company can utilize this chance and try to
market its product using the pricing strategy for the entry in to market and then hike the prices to
the nominal profit one once the market has been captured. It is a great challenge for the Georgia
Company to enter in to Atlanta and unless it opts for any strategy like above, it is difficult to
enter in to market. Also with the population of adult growing drastically it has to pay more
attention to tap the future adult market who is the present youngsters.
4. Marketing Plan for Georgia Coffee 4
Market Demographics
Atlanta is the largest city that is in the Georgia state. It is the ninth most populated city of United
States metropolitan area. Its population grew steadily during the first 100 years and it reached its
peak in 1970. After this period the population within the city limits gradually falls while in the
metro area continued its growth. It ranks 33rd largest in USA and sixth largest city in south
eastern region of US. It is to be noted like other parts of the world, Atlanta also witnesses the
growth of the older people in its area. A study reveals that older population doubled between
1970 and 2000. It also predicts that by 2015 it might double again. By the year 2030, it is
predicted that one out of 5 residents in Atlanta region might be above 60 years old.
(www.atlantaregional.com).
Georgiaโs Macro Environment and its Market Growth
Georgia has been suffering along with much of the rest of the developing world during the
current worldwide recession. It posted only 3 percent growths in GDP in 2008, and is expected
to achieve even less in 2009 (Georgia, 2009). Prior to the recession, however, Georgia's
economy enjoyed GDP growth of more than 10 percent in both 2007 and 2006 (Georgia, 2009).
GDP in 2008 was only $21.5 billion, less than some of the world's leading businesses. About 59
percent of the total economy is in services, with another 35 percent in agriculture (Georgia,
2009). Manufacturing accounts for very little of Georgia's economy. Because services are so
important to the country's economy, it also has a great deal of contact with financial markets of
the world. Currently Georgia is battling corruption and past problems with collecting tax
receipts. Russia invaded for a short time in 2008 (Nyquist, 2008), apparently to demonstrate that
it can and to encourage Georgia not to interfere with Russia's political ties with Turkey and
Turkey's Islamic neighbors. Georgia is as equally pro-Western and committed to the concepts of
small government and free enterprise, creating an ideological conflict.
5. Marketing Plan for Georgia Coffee 5
THE COMPANY
Georgia Coffeeโs Mission statement
It is the mission of Georgia Coffee to provide coffee and coffee-based drinks of superlative
quality at prices affordable for customers and profitable for the company.
Georgia Coffeeโs Products
The product of Georgiaโs coffee is canned coffee that can be enjoyed either hot or cold. Some of
it blends are Georgia Coffee Original, Georgia Coffee Mocha Kilamanjaro, Georgia Coffee
Emerald Mountain Blend, Georgia Coffee Emblem Blend, Georgia Coffee European Blend,
Georgia Coffee Royal Blend, Georgia Coffee Platinum Blend, Georgia Coffee Qualite Latte,
Georgia Max Coffee,Georgia Coffee Milk and Bitter, Georgia Coffee Latte (Japan 2004),
Georgia Coffee Latteโno sugar added and low in calories, Georgia Coffee Soy Latte, Georgia
Coffee Demitasse Rich, Georgia Coffee Sweet Series White Chocolate, Georgia Coffee Tasty,
Georgia Coffee Cafe Au Lait
Georgia Coffeeโs positioning
Georgia Coffee's products are positioned to be more affordable than those of its leading
competitor Starbucks and more appealing than those of McDonald's or Dunkin' Donuts,
attracting those customers who seek the luxury of Starbucks but prefer the pricing of others'
products.
SWOT ANALYSIS OF GEORGIA COFFEE
Each product has its own strength weakness opportunities and threats which govern the market
and its productโs success.
Strengths
6. Marketing Plan for Georgia Coffee 6
โข Georgia Coffee offers true competition for industry leaders, as it is already running
successfully in other parts of the world; with a little variation in its product according to
the Atlantaโs taste it can definitely turn to be successful in Atlanta too.
โข Georgia Coffee practices environmental and socially responsible principles and practices,
which will enable the people to Atlanta to view the companyโs product as reliable one
and they will at least give a fair trial to the product introduced in their region.
โข The company and its products have been well received where ever it operates and hence
it is likely to be successful in Atlanta too as it already has its administration part firmly
rooted in the grounds with a solid principle for operating the market.
Weaknesses
โข The company is dependent on the US market dominated by large companies. Hence it has
to compete with the large companies which have a large base of its own customers. It has
to face a stiff competition with those companies and at times making the customers try
this product itself indeed a great task.
โข It relies solely on the beverage industry and of course primarily on coffee beverages. In
short the product is a single product on which the companyโs profit and loss account
relies on. If the company loses to gain the customers satisfaction for this product the loss
cannot be compensated by the parallel product of the same company.
Opportunities
โข The global coffee market continues to expand. And this trend is applicable for Atlanta
region too. Hence it can go forward and devise strategies to convert this market to cash.
โข The company continues to expand its markets and Atlanta which is called as Coffee
County is one among the target.
Threats
7. Marketing Plan for Georgia Coffee 7
โข Coffee markets are volatile and unpredictable and hence it has to take care about
expanding. Better it follows a slow and sure process in entering the market.
โข Revenues continue to increase over prior years but have been slowing over time. Unlike
other industry the product does not promise a high return.
COMPETITION
Competition is increasing, not only within the coffee industry but also within the larger specialty
foods industry (Starbucks Corporation, 2008). As stated, Starbucks is Georgia Coffee's leading
competitor; McDonald's and to a lesser extent Dunkin' Donuts also are direct competitors.
Indirect competitors include all sellers of coffee and any other beverage that coffee drinkers
might choose on any occasion.
MARKETING PLAN PHASE II
MARKETING STRATEGY
Value Proposition
The value proposition is addressed in the mission statement, which is to provide products and
service of superlative quality at prices that are more affordable than those that will be charged
when Starbucks eventually enters the Georgia market.
Critical Issue
In marketing the Georgia coffee in Atlanta, the critical issue is that the people are not having the
habit of consuming the canned coffee. Hence if we could change the attitude of the people of
Atlanta to start using the canned coffee then that will turn to a key success factor. By entering in
to a partnership with subway sandwiches, it can have an access to the large base of customers
8. Marketing Plan for Georgia Coffee 8
already. Now only thing is that it has to make the customers to just give a thought to try the taste
of canned coffee.
Financial Objectives
Georgia coffee is already running profitably in other global parts. By trying to get into a new
market of Atlanta, it wants to have consumers in the place where it is produced. It can very well
adjust the profit account of other profitably running heads across the global with Atlanta. Hence
it aims to get an entry with the help of Subway Corporation with not much expectation on the
financial returns, at least in the initial stage of breaking in to the market. However after one year,
it plans to target to get at least about 50% of the profit that it gains from operating in other global
areas and it gives ample space and time for showing the profit as it is understood it is a little
tough market to break through.
Marketing Objective
The main objective of marketing is to increase the product awareness among the people of
Atlanta by about 40 % in one year. To communicate the target audience i.e., youngsters about the
features and benefits of the product. Making them to realize about the competitive advantage and
try the product. To plan for the decrease the potential customerโs resistance to buy the product
that will lead to about 30% increase in the sales in a six mothโs time.
Target Market Strategy
As per the general survey conducted in a nation, it is found that it is the youngsters who consume
more coffee than the old people. The main reason is that they love to have a cup of coffee when
they are with their friends. Needless to say, in office there is large consumption of coffee and
people tend to drink more than three cups of coffee a day. This is true especially in the IT
industry where there is more number of youngsters working in the night shifts. Hence the target
customers for Georgia coffee are the youngsters; hence have to target the advertisement to tap
their attention so that we can win a major share of the market.
Marketing Message
9. Marketing Plan for Georgia Coffee 9
It is the message that is conveyed to the target prospect. The message can be like โFeel so
exhausted. try out Georgia Coffee and be ready for an outdoor activity in the evening with your
friendsโ here the message says that the problem is the tiredness of the target customer and he has
to overcome it in order to attend the get together with his friends. โAt a price of X dollars try be
out of your tiredness and refresh yourselves and start enjoying the lifeโ. โWant to win friends,
take them out to subway corporation and treat them a sandwich with Georgia coffeeโ These
messages reach the target audience who are the youngsters who want to impress their friends,
who want to overcome the tiredness, and donโt want to miss any get together with their friends.
Branding
Georgia Coffee has already a strong brand for its product. Its brand name is โGeorgia Coffeeโ
This brand manages to confirm the products credibility, it manages to connect to the target
customers who are youngsters emotionally and motivates the buyer to try the product. As
already the brand is existing we can use the same brand for marketing in Atlanta too. Hence care
to be taken to use the same branding everywhere to ensure the customers who are present
globally get the same sense of loyalty when they see or hear the Georgia coffeeโs branding
Strategy Pyramids
The strategy of expansion of Georgia Coffee in Atlanta is that it adapts the joint venture with
Subway Corporation and tries to use its customer base for convincing the existing customers of
subway to have a try of Georgia coffee and its main aim is to provide the quality coffee at the
affordable price to its customers. The strategy pyramid can be depicted by the following figure
which is self explanatory.
10. Marketing Plan for Georgia Coffee 10
Expan
sion in
Atlanta
Joint venture with
Subway corportation
To provide quality canned coffee
At an economical price
Marketing Mix
11. Marketing Plan for Georgia Coffee 11
Price, product, place and promotion โ the "4 Ps" - all are integral to the successful marketing of
the organization's products and services. As more marketers seek the attention of more
customers in a relatively finite number of outlets, close management of each "p" is critical to the
success of a product, service, business or message. In most cases, each "P" needs to be managed
well if the organization is going to find success in its marketing efforts.
Product marketing
The product is discussed above in detail. Georgia Coffee will need to ensure that it continues to
meet customer needs, regardless of how those customer needs may change in the future.
Pricing
An optimum price is the maximum that consumers are willing to pay and still buy the product
with regularity. These other measures include:
What do competitors charge for similar products? What is the company's intent for this product?
Will the company be taking part in retailer discounts? How much are consumers willing to pay?
What is consumer's perceived value of the product?
There are other considerations in price, but most consumer products today are priced according
to demographics of the target market and how long the producer believes the product life cycle
will be. The life cycle for this product is seen as being quite long; the company needs to price
for longevity rather than as a temporary product. Alternative options include increasing the price
to impart an air of product superiority and great value.
There are several actions that precede the act of setting prices in according with four leading
pricing objectives. There are many possible pricing objectives; the four selected as being
primary are "1) the overall financial, marketing, and strategic objectives of the company; 2) the
objectives of" (Pricing objectives, the product or brand; 3) consumer expectations; and 4) the
resources available to the organization.
Promotion and Advertising
12. Marketing Plan for Georgia Coffee 12
Product promotion has three components, which are public relations; advertising; and
incentives. Public relations are the interaction between the producer and the customer.
Advertising is the publicity that marketers purchase, and it is the area of marketing that often is
the most visible. This type of publicity is that which marketers can slant to whatever light they
choose, as long as their claims honestly reflect the qualities and uses of their product.
McNamara (n.d.) explains that advertising is "bringing a product (or service) to the attention of
potential and current customers." Advertising puts the name of the product or service in front of
as many people as possible, and often in as many media as possible.
Promotion, on the other hand, collectively is a set of activities that "keeps the product in the
minds of the customer and helps stimulate demand for the product" (McNamara, n.d.).
Promotion includes ongoing advertising.
โข Distribution - All of Georgia Coffee's products will be available only through its retail
stores, stands and kiosks.
โข IMC Strategy - The elements of the communication mix include: advertising, direct
marketing, sales promotion, publicity/public relations and personal selling. Several of
these points are discussed above; only those that are not are addressed below.
โข Direct Marketing - "A zero-level channel (also called a direct-marketing channel)
consists of a producer selling directly to final customers through door-to-door sales,
Internet selling, mail order, telemarketing, TV selling, and other methods" (Kotler and
Keller, 2007; p. 244). This works well with Mary Kay Cosmetics or the Total Gym that
Chuck Norris promotes and sells, but it is far less practical for items such as laundry
bleach or chewing gum. Though direct marketing allows the producer to be closest to the
end user, it is not always practical. Kotler and Keller (2007) illustrate that the Wrigley
Company would not find it feasible to "establish small retail gum shops throughout the
world or to sell gum by mail order. It would have to sell gum along with many other
small products and would end up in the drugstore and grocery store business" (p. 241).
Direct marketing allows a company to explain its product or service directly to decision
makers but is limited in the number of people it can reach.
13. Marketing Plan for Georgia Coffee 13
โข Publicity and Public Relations - Farman (2003) speaks to publicity, noting that both
advertising and publicity share a common goal of increasing "awareness of a business,
product or service in a positive, compelling way to generate new customers" (p. 7) while
reinforcing the business, product or service with existing customers. Advertising is
directed in its content and placement, and even the timing with which it appears before
(or is heard by) consumers.
โข Personal Selling - "Personal selling is sometimes called the 'last 3 feet' of the marketing
function, because 3 feet is the approximate distance between" (Clow and Baack, 2007; p.
338) either the retail salesperson and customer or the space across the desk between a
sales representative and a business customer. In the case of Georgia Coffee it is the
individual filling the customer's order.
Web Plan
Georgia Coffee to plan and devise a web site which provides all the information about its product
and it has to have an access to all the other official sites of the Georgia Coffee from a single
point web site. For example a person who enters the site of Georgia Coffee โ Atlanta should be
able to enter the Georgia Coffee โ India. The web plan to be very simple that it reaches the mass.
Too complicated web plan will naturally tend the web browsers to feel tired and switch on the
pages without even looking in to the contents.
Website Goals
The main goal of the website of Georgia Coffee โ Atlanta is to tap the web browsers of coffee
fans who would like to try out different tastes of coffee. It aims to increase the visitors to the
website thereby consumers of their product.
Website Marketing Strategy
Strategy used is that they tend to invite the web browsers by taking their web page in the initial
few pages when one types the word coffee in Atlanta, so that it reaches customers easily.
14. Marketing Plan for Georgia Coffee 14
Development Requirements
In due course of time the web to be developed that the consumers are aware of the new brands of
Georgia Coffee available across the nation and also they will be able to find out the distributors
in their locality and they could order the product through net.
Service
Service of the product is giving the customers the best beverage at the affordable price at the
nearest shop all over Atlanta. To achieve this Georgia Coffee has to work out a very good
strategy of selecting distributors all over the nation.
Channels
They ate the means by which we sell the products to the customers. Georgia tends to route its
sales channels through Subway Corporation throughout Atlanta to market its product. And it has
taken its distributor as Subway Corporation which is already in the market.
International Markets
As already discussed it is already flagging its products in Japan, India, Singapore and Bahrain.
It is doing pretty well in all these places. Especially in Japan and India it is able to sweep the
market.
Implementation Schedule
It tends to implement the marketing strategy in three phases as explained in this report.
Sales Plan, Strategy and Process
It initially tends to expand in Atlanta by entering in to a joint venture with Subway Corporation
which has its own customer base in Atlanta. Those who come to utilize the services of Subway
will be induced to taste the Georgia Coffee and later there is a lot chance of them becoming a
regular customer.
15. Marketing Plan for Georgia Coffee 15
Financials.
Break-even Analysis
This analysis is useful in the marketing plan. To determine the volume of sales that is required for a business to
"break even" or have its sales revenue to be equal to its costs. Here the price of the canned Georgia Coffee is
based on the projected sales volume. It is used to set goals and objectives in the plan. The break even
volume is arrived at by dividing the fixed costs by the by the difference between the Price and the Variable
Costs
Sales Forecast
It is the expected volume of sales of the product in an assumed marketing environment. Here in
this case it is expected that at least about 25% of the subway corporation clientโs taste and
change in to the Georgia Coffeeโs customers.
Expense Forecast and Linking Expenses to Strategy and tactics
As it is entering in to joint venture with subway corporation, the infra structure is already
existing and it has to pay for advertising etc., to reach the mass of customers.
CONTROLS
Implementation
It is to enter in to joint venture in to Subway Corporation and see to that the products are
available across Atlanta in all Subway corporations regardless in which corner of the nation they
exist.
Keys to Success
Keys to Success - The key to success for Georgia Coffee are its ability to meet its customer's
needs and develop customer relationships. Undertaking customer satisfy action strategies will
16. Marketing Plan for Georgia Coffee 16
involve the ability to assess customer needs and flexibility to implement change which can be
accepted by the employees.
Market Research
When a research was conducted, it was found that most of the youngsters would like to have a
try on the new brands in the market for it is their basic nature to try out something adventurous
Contingency Planning
When the above plan of marketing the product through joint venture with subway fails, it can
either tap the market by opening direct sales or by approaching distributors who will follow
personal selling as strategy to tap customers.
CRM Plans
It enables marketing departments to identify and target their best customers and to generate the
quality leads. It provides the employees with information and process that is necessary to know
their customers and understand their need and help them in building the strong relation with
them. Here the customers are youngsters and to be more specific they are the customers of
subway whom we are targeting.
Conclusion
Hence as already Georgia Coffee has a strong net work in other countries like Japan, India,
Singapore and Bahrain, It is aware of the operational strategies. Now by adopting the strategy of
entering into a joint venture with Subway Corporation it is sure to break into the Atlanta market
slowly and steady and this strategy of entering the market through otherโs customers will work
out to the success of Georgia Coffee.
17. Marketing Plan for Georgia Coffee 17
References
Clow, Kenneth E. and Donald Baack (2007). Integrated Advertising, Promotion, and Marketing
Communications, 3rd ed. (Boston: Pearson Prentice Hall).
Farman, Ruth (2003, September 1). Blend publicity onto your marketing mix. Las Vegas
18. Marketing Plan for Georgia Coffee 18
Business Press, 20(35), p. 7.
Georgia. (2009, October 28). The World Factbook. Retrieved November 4, 2009
from https://www.cia.gov/library/publications/the-world-factbook/geos/gg.html.
Guest, Greta (2006, May 16). Starbucks strategy goes beyond java: Chairman explores new
entertainment. Detroit Free Press, p. NA.
Kotler, Philip and Kevin Lane Keller (2007). A Framework for Marketing Management, 3rd
ed. (Boston: Prentice Hall).
Kramer, Andrew E. (2007, September 7). After Long Dispute, a Russian Starbucks. The New
York Times. Retrieved November 4, 2009
fromhttp://www.nytimes.com/2007/09/07/business/worldbusiness/07sbux.html.
McNamara, Carter (n.d.). Basic Definitions: Advertising, Marketing, Promotion, Public
Relations and Publicity, and Sales. Authenticity Consulting. Retrieved November 4, 2009
from http://www.managementhelp.org/ad_prmot/defntion.htm.
Nyquist, J. R. (2008, August 8). Russia Invades Georgia. FinancialSense.com. Retrieved
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from http://www.nowsell.com/marketing-guide/pricing-objectives.html.
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(http://www.atlantaregional.com/html/470.aspx)