Liberty University Final Group Paper BUSI520 –B21 Jeffrey Wietholter, Nathaniel Martin, Richard Oros, John Rafoss, Kevin Staples March 7, 2012 Executive Summary Keurig is today’s fastest growing home and business single cup coffee maker. Their invention of the single K-Cup coffee roasting product has revolutionized the coffee industry. Keurig today is a subsidiary of Green Mountain Coffee Roasters (GMCR). GMCR prides itself on producing premium all natural coffee beans and is now providing the coffee for Keurig’s K-Cups. Written below is an integrated marketing analysis of Keurig’s current business.
They have different types of warm and cold coffee, lemonade, sandwiches, salads, pastry, candy and they also sell cups that they designed. Starbucks Activities. Starbucks believes that they should have a positive impact on the community they serve. Since that they have grown into a big international business which has over 20000 stores over 62 countries they have a lot of activities. From helping the community with their services, offering more work for the neighborhood, and helping with the gardening of their parks, supporting foundation etc.
One of these innovative new products is the Single Serve Coffee Pod (SSP), a machine that can brew one cup of coffee at a time. The pod was first conceived in 1978 in Italy, and was originally targeted at office users. Kraft redesigned the pod and retargeted it to home users in Switzerland in 1982. By 2003, the pod had been introduced to 10 European countries, and coffee pods were about 15% of all coffee makers sold. By 2008, European SSP sales were expected to exceed $150 million, and by 2010, they would draw for 10% of European home coffee maker market.
EXECUTIVE SUMMARY In North America, the Starbucks Coffee Company is the leading retailer of the finest specialty coffees. Originally founded in 1971, Starbucks has become a leader in global retail stores throughout the world. The company’s objective is to continue its growth as the most respected coffee franchise while providing the finest coffee in the world. Starbucks, now considered a global company, has managed to open over 5100 coffeehouses in 47 countries and projects to have as many as 5800 coffeehouses by fiscal year end in 2009. Their international saga began in 1996 with the first expansion being taking place in Tokyo.
Therefore, he put more effort in providing benefits for employees. He shared his dream, thoughts, and vision to every member of Starbucks. He showed his appreciation to the contribution of each employee of Starbucks by listening and operating every potential idea of his co-workers and employees in expanding Starbucks, such as adding skim milk to choices, practicing the ideas of Frappuccino drinks, ice cream, and coffee bottles. Moreover, he provided bean stock options and health care benefits for both part-time and full-time employees. Because of the great relationship between employees and manager, Howard slowly closed the gap
The customers can be classified into two kinds: the long-standing customers like residents and faculties, and temporary customers like students and visitors. In September 2009, Tim Hortons will open up its first store in the West Mall Complex (WMX) of SFU, replacing Raven's Cafe and Chartwells. Tim Hortons is a fast-serve coffee franchise that serves coffee, espresso products, cold beverages, sweets such as donuts, and breakfast, lunch and dinner meals. The company’s quality products, combined with a strong reputation for service and reliability, allow them to attract and maintain a large and loyal customer base nationwide. Although Tim Hortons and Renaissance Coffee operate in different segments of the coffee market, and differ strongly from atmosphere and business structure, to product quality and product pricing, Renaissance's sales level may still be strongly affected by this opening.
Starbucks provides a variety of coffees and es pres s os as well as fres h food items including pas tries , s andwiches , s alads , and other items . Additionally, it s ells branded bottled co ffees and ice cream. Starbucks als o owns s everal brands including Seattle’s Bes t Coffee and Tazo tea. Starbucks Corporation was given a weighting of 20% becaus e of its brand image and appeal to its target market. Starbucks offers a s imilar fres h ingredien t environment and values its employees highly.
They believe in a virtuous circle entwining the food chain, human beings and Mother Earth: each is reliant upon the others through a beautiful and delicate symbiosis. They send the message of preservation and sustainability which follows providing high quality good to customers and high profits to investors. Whole Foods markets have positioned themselves at the hub of this growth by becoming the world’s largest organic food store and earning billions in revenue from their 300+ stores all over North America and the United Kingdom. They continue to thrive as they still hold true to their original ideals and seek out to sell the finest natural and organic products available. Their basic mission: “Whole Foods Whole People Whole Planet are the elements that play a vital role in their company’s success”(Thompson, Strickland & Gamble, 2009).
Starbucks has a good sustainability plan, excellent leadership and motivated stakeholders that will follow the organization well into the future. Starbuck’s Background Starbucks has been a household name for over 20 years. It is the largest coffee house in the world with over 17,000 stores in 50 countries (Wikipedia Website, 2011). Starbucks was founded by two teachers in Seattle, Washington with $1,350.00 each and a $5,000.00 bank loan (Kline, 1998). In 1987, Howard Schultz acquired Starbucks and ran with the idea that a barista-type coffee house was going to be the wave of the future.
Mccafe equipment is small, inexpensive and easy to setup Drive-through option for fast food delivery for the busy customers Mccafe positioned for working adults who enjoy coffee Mccafe had a positive initial customer response allowing a 30% increase in coffee sales in the 1st 6 months of operation from the previous year WEAKNESS: Fast food industry is more often perceived as unhealthy due to its high in calories. There is growing competition in the coffee business with Tim Horton’s restaurant having the greatest market share followed by Mccafe (e.g., Wendy’s merger with Canadian coffee and doughnuts, via Tim Horton’s, is expanding into the coffee business. Mcdonald’s was also recovering from a loss of market share in breakfast sales There is still much to be learned about Mccafe’s products in terms of which items are successful and which items are not. Opportunities: 29% of the industry’s coffee consumed is purchased from drive-thru’s and has grown fourfold since 1995 Annual retail coffee consumption had increased by 15 percent in Canada There is a decrease trend in the fine dining segment and an increase trend in the quick service