Marketing Plan Juan Valdez
CONTENTS
1. Opportunity. 2.1 Location. 2.2 Objectives.
2. Strategic Marketing 3.3 Segmentation criteria. 3.4 Customer. 3.5 Market segment or niche. 3.6 Competition. 3.7 Legal Aspects. 3.8 Product Positioning.
3. Tactical Marketing.
3.1 Product.
3.2 Price.
3.3 Distribution.
3.4 Communication.
4. Action control. 5.9 Financial Results. 5.10 Programming.
Opportunity
1.1 Location.
1.1.1 Define the reason of marketing plan.
the object or situation for which we made this marketing plan is first to meet an academic requirement and the effect of developing expertise in formulating marketing plans, and as a result of this marketing plan will inevitably improve our curriculum.
1.1.2 Prepare the SWOT analysis. SWOT ANALYSISJuan Valdez Café | Strengths * Excellent technology, committed with quality standards. * Good reputation in the market. * Production * Sponsored by Federación Nacional de Cafeteros, years of history. | Weaknesses * Capacity of production restricted due to geographical conditions. * Variation in temperature * Special management with the coffee, climate. * High production costs, hard labor. | Opportunities * Participation in new markets. * New products * Sophisticated consumer and innovation with clients. * Franchise system to attract potential stakeholders | Threats * New competitors such as Vietnam and Russia * Increase of preference for substitutes such as tea or hot chocolate * Low prices of coffee, massive loss of marketplace * Pests in the coffee harvests | When a company works in the differentiation of a product, what it is trying to achieve is to avoid that the product is identical to the ones that produce the competitors in the markets in order to offer different aspects in quality, brand or service. If the differentiation process is effective it will create barriers to competitors making to the prices descend. By the other
1. Opportunity. 2.1 Location. 2.2 Objectives.
2. Strategic Marketing 3.3 Segmentation criteria. 3.4 Customer. 3.5 Market segment or niche. 3.6 Competition. 3.7 Legal Aspects. 3.8 Product Positioning.
3. Tactical Marketing.
3.1 Product.
3.2 Price.
3.3 Distribution.
3.4 Communication.
4. Action control. 5.9 Financial Results. 5.10 Programming.
Opportunity
1.1 Location.
1.1.1 Define the reason of marketing plan.
the object or situation for which we made this marketing plan is first to meet an academic requirement and the effect of developing expertise in formulating marketing plans, and as a result of this marketing plan will inevitably improve our curriculum.
1.1.2 Prepare the SWOT analysis. SWOT ANALYSISJuan Valdez Café | Strengths * Excellent technology, committed with quality standards. * Good reputation in the market. * Production * Sponsored by Federación Nacional de Cafeteros, years of history. | Weaknesses * Capacity of production restricted due to geographical conditions. * Variation in temperature * Special management with the coffee, climate. * High production costs, hard labor. | Opportunities * Participation in new markets. * New products * Sophisticated consumer and innovation with clients. * Franchise system to attract potential stakeholders | Threats * New competitors such as Vietnam and Russia * Increase of preference for substitutes such as tea or hot chocolate * Low prices of coffee, massive loss of marketplace * Pests in the coffee harvests | When a company works in the differentiation of a product, what it is trying to achieve is to avoid that the product is identical to the ones that produce the competitors in the markets in order to offer different aspects in quality, brand or service. If the differentiation process is effective it will create barriers to competitors making to the prices descend. By the other