The Expansion Of The Portola Coffee Industry In California

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

However, a foremost component of the marketing planning process is discerning, innovative marketing strategies and plans that may well direct marketing attempts (Kotler and Keller, 2009:80). In this direction, the first and foremost task is to identify the opportunities in the market and find out the prospective segments where a firm can take opportunities to enhance its business and profitability.

This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives

3. Defining the firms marketing scope – basing it on customer satisfaction; comparisons to competitors; and maintaining strategy development

-Use brand name recognition to expand into new markets and create more awareness in current market

New Markets not only refer to different geographical (such as country, city, state, region, etc.) but also demographical (Sex, Age, Group, etc.). Same as the Market Penetration strategy that company does not launch new products and services. Also, company does not modify and enhance the existing products and services. Instead, this strategy is used to develop new markets by existing products and services. For example, computers company whose target customers are the corporate customers. But they would like to expand the target markets to consumers market for family or personal use. Also, a theme park offers 50% off promotion for customers’ age over 50 in order to expand the market segments to this age group. In addition, Europe stores or brands support online buying and waive the international delivery charges can also help to expand the market outside of

Use the current and historical marketing information to help us finding the required marketing situations and future development directions

The growth of the coffee industry is expected to keep growing even become larger in the near future. Without new innovation the industry would never grow. There have been some tiny and some large changes in the coffee world that in toll add up to a new experience that many cannot refuse to be a part of. One of the goals of many coffee shops is to make the customer comfortable and happy. To do this many Starbucks’ around the world have installed new wireless charging stations in there stores so that when costumers are there they can easily charge their phones without worrying about bringing a charger of their own. This new addition to the stores is just one part of getting ready for the future. Phones and technology in general is a huge part of everyday life and this has to be incorporated into many places people shop. By adding technology to stores it makes the entire buying process more streamline. Starbucks has also integrated the use of phones in to the payment system at every store. Customers use their own phone that has a barcode to pay for their goods. With just the touch of a button the entire buying process can be completed. This makes it easy because you do not need to worry about remembering your wallet all you need is your phone and many people already have it with them. Included in the app is also a rewards system that provides user with rewards bases on how often they go and even recommendations for what a customer may enjoy next time. One of the newest changes

3. Market development – This strategy entails finding new markets for existing products. Market research and further segmentation of markets helps to

The executive summary includes the segment and process of marketing to be included in the marketing plan of business to introduce new product launch in the market. There are various segments of market emphasized in the study focusing upon the operational activities of the company. The first perception highlights the new product launch in the new market environment and in the second market perception; it highlights the launch of new product in the existing market. The product selected here is muesli cereals, which is going to be introduced in the segment of market in China. The company selected here is Hubbard Foods Limited who is working with its business in New Zealand. The company needs to gain access to methods of increasing market share and the total market size of Hubbard foods limited. Gaining of market share is an aggressive strategy in business, which is used by most of the business owners to make strength of organization in order to compete with competitors. The most important thing to increase market share and market size is to acquiring and securing more customers for the company by doing promotions of New Zealand natural and green environment means healthy and green image of country origin. Hubbard foods have to select niche marketing strategy to sell their

Review of the detailed marketing activity. A study of the company 's marketing mix; in terms of the 7 Ps - (see below)

To achieve this, relevant business ideas and concepts must be applied, current trends in business must be analysed, the four P’s of marketing – Product, Price, Place, and Promotion – must be incorporated, communication must be appropriate for a business environment, and the marketing strategy must conform to a budget of $50,000 (the client’s budget). In addition, an interview was conducted with the client to collect information about the important aspects of the products and the client’s personal views on how he would like to promote the product.

3. Strategic Objectives: It is expected that the brand with its new positioning will achieve four major objectives:

EXECUTIVE SUMMARY
 INTRODUCTION: THE COMPANY
 NEW PRODUCT IDEA CUSTOMER NEEDS AND WANTS TARGETED
MARKET
SEGMENT
 SWOT
ANALYSIS
 BRANDING
AND
POSITIONING
 PRICING
 PROMOTION
 PLACE
(MARKETING
CHANNEL)
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The marketing objective is to enthusiastically support the company’s persistent development and financial success through proper execution of the strategy.