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.
| Coca Cola carries market development by introducing new types of Coca-Cola in their market by catering the needs of the market such as dietary needs. Coca Cola has therefore introduced a new type of dietary cola that cater to different dietary requirements. Coca Cola has developed a new dietary soda called Coke Zero | Product Development | Cadbury carry out their product development, by developing new products for example new types of chocolate such as the Cadbury Dairy Milk Ritz and Lu chocolate, which they investing highly on through market research. This generated sales and interests and allowed the organisation to get new customers. | Coca cola carries out its product development in almost the same manner as Cadbury except Coca Cola he company's Business Intelligence and Planning Department is responsible for collecting the research and presenting it to the Consumer Marketing Department.
Marketing Mix 8 5.1 Product strategies 8 a) Key consideration 8 b) Product strategies 9 5.2 Distribution strategies 11 a) The role of distribution 11 b) Physical distribution 13 5.3 Promotion strategies 14 a) Promotion objectives and Factors that affects promotional mix 14 b) Promotional mix decisions 15 c) Integrated Marketing Communication 16 5.4 Price strategies 16 a) Price objectives 16 b) Prices policies 17 c) Prices settings 17 6. Implementation 18 7. Control 20 8. References 23 Executive summary The Coca Cola Company is the leader in soft drink industry. According to the vision that has been set out in their report, the Coca Cola Company aims at build better environment, better quality of products and strong relationship with their partner.
That is why in my assessment I will try to look closely to the company, see how it operates as well as will try to implement company strategic plan while comparing it to other similar brands in the market. Executive Summary Starbucks Corporation has arguably been the most successful coffee chain in the past few decades, using their aggressive expansion strategies to push out much of its competition. Through its expansion, Starbucks has focused on creating a dense network of stores all around America, while also opening up new locations all around the world. By leading the retail coffee market, Starbucks is able to sell its coffee for a premium price and increase their profitability. Its success can be seen in the gradual rise of its stock prices from 1992 till 2011.
Greggs perceived competitions are fast food chains like McDonalds and Starbucks, which have been extremely successful in countries abroad. Owing to its unique product offering Greg aims to open multiple stores in Germany berlin as the first stage of expanding in international market abroad so it can diversify its risk, make more profit and broaden its reach. This reports aims to assess the international marketing strategies that will be used by the company and the factors that impact its internationalization decision of foraying into the German European market/, 2. Introduction The inception of Greggs occurred in 1930s delivering eggs and yeast on a bike to families in Newcastle upon Tyne. John Gregg opened a small bakery on Gosforth High Street in 1951.
Minyu Xu SWOT analysis Opportunities and Threats Opportunities: International market Keurig company’s main product is the K-Cup, a single-serving coffee brewing system. The Keurig single cup coffee maker platform was named a "Brand of the Year" in the 2012 Harris Poll EquiTrend Equity Study in the "Coffee Maker" category. It is also the leading single cup brewing system in North America. However, to achieve more opportunities and profits, it is a good choice to go to international market for several reasons. First, to encourage global marketing, many countries have free their trading acts and encourage foreign companies to invest in.
Incorporation of materials from book to project Part a: Target Market Selection – Funnel Process Level 1: Determine if a basic need for the product exists in the target markets From our research we have determined that a basic need for the Tim Horton’s brand exists in both the Chinese and South African markets. The main basis for this finding is the growth in both fast food (quick service restaurant (QSR)) and hot beverage sectors. South Africa – Hot Drinks (Marketline Advantage) Market value The South African hot drinks market grew by 4.3% in 2010 to reach a value of $911.1 million. Market volume The South African hot drinks market grew by 1.8% in 2010 to reach a volume of 49.6 million kg. South Africa – Fast Food (QSR) (ifama.org - 2007) China – Hot Drinks (Marketline Advantage) Market value The Chinese hot drinks market grew by 5.8% in 2010 to reach a value of $10,974.3 million.
Initially it was the rich Brahman families who consumed coffee. However with the growing Indian economy and the middle class ready to spend more and adopt global lifestyle and culture, coffee shops have become more and more popular. According to EuroMonitor, the coffee retail industry in India is over $185 million and it is growing at an annual compound rate of 25%. Currently there are around 1500 outlets in India. The main reason for this explosive growth is the growing youth segment of India.
Answer: A long with the changing demand of customers and developing technology, coffee roasters need to catch up industry trend and adjust the change to ensure stay and continuing success in the coffee industry. Since Keurig introduced a new technology which serves speed and provide fresh taste at the same time, coffee roasters will need to put more effort on develop a new way to package their products to compete with K-Cup and open up their market and consolidate market position. Q1-3: how attractive is the Keurig system to Keurig? Answer: Keurig is providing easier and efficient way to consume fresh coffee. Considering the number of cups consumed in offices per year which are approximately 20.8 billion (1,937,000*43*250), making $0.04 profit on every K-Cup will bring 832million profit to Keurig per year (not considering time value of money, tax and etc.).
AB InBev has created a vision of becoming the “Best Beer Company in a Better World”. This vision includes responsible drinking programs, preserving the environment, and giving back to communities in addition to growing the profitability of the company. International Expansion AB InBev operated 152 plants in 30 countries when they started to form an expansion plan. One of the biggest investments they made to expand internationally was in China and Brazil. China was one of the fastest growing markets in the beer industry.