Yuban coffee
Table of Contents
I. Introduction/Executive Summary and Product Description……………………………………………..3
II. Target Customer Analysis………………………………………………………………………………..3-4
III. Competitor Analysis………………………………………………………………………………………4-6
IV. External Market Environment Assessment……………………………………………………………..6-7
V. Company Analysis……………………………………………………………………………………...…7-9
VI. Marketing Information Requirements………………………………………………………………….…9
VII. Plan Implementation……………………………………………………………………………….....…9-13
Appendix…………………………………………………………………………………………………….14-15
Work Cited…………………………………………………………………………………………………...…16
I. Introduction/Executive Summary and Product Description
Yuban coffee is a brand of coffee you can find in your local grocery store that you probably did not know existed. It was founded by John Arbuckle, a famous coffee roaster, who has invented the original Yuban coffee in 1986. Yuban coffee only uses the best Arabica beans. In addition, Yuban is certificated by the Rainforest Alliance, which declares that at least 30% of Yuban coffee is organic. Chemical fertilizers and pesticides are not used on the organically grown beans and the rainforest alliance also works to sustain agriculture, forestry and tourism in the regions of the forest that the coffee beans are grown. More recently, Yuban coffee has been slowly grown, if grown at all, and has not been reaching its full potential. The main problem of Yuban is the lack of brand awareness and an unsuccessful marketing strategy. When the marketing strategy changes to solve these problems, it will make the Yuban brand more competitive and successful in the coffee market. Our marketing plan will be discussed in detail in the pages to come, but our general objective is to build brand awareness by defining and marketing towards a more specific target market. Also, with the implementation in of our recommendations, Yuban coffee will be able to reach this objective. Ultimately our marketing plan will
I. Introduction/Executive Summary and Product Description……………………………………………..3
II. Target Customer Analysis………………………………………………………………………………..3-4
III. Competitor Analysis………………………………………………………………………………………4-6
IV. External Market Environment Assessment……………………………………………………………..6-7
V. Company Analysis……………………………………………………………………………………...…7-9
VI. Marketing Information Requirements………………………………………………………………….…9
VII. Plan Implementation……………………………………………………………………………….....…9-13
Appendix…………………………………………………………………………………………………….14-15
Work Cited…………………………………………………………………………………………………...…16
I. Introduction/Executive Summary and Product Description
Yuban coffee is a brand of coffee you can find in your local grocery store that you probably did not know existed. It was founded by John Arbuckle, a famous coffee roaster, who has invented the original Yuban coffee in 1986. Yuban coffee only uses the best Arabica beans. In addition, Yuban is certificated by the Rainforest Alliance, which declares that at least 30% of Yuban coffee is organic. Chemical fertilizers and pesticides are not used on the organically grown beans and the rainforest alliance also works to sustain agriculture, forestry and tourism in the regions of the forest that the coffee beans are grown. More recently, Yuban coffee has been slowly grown, if grown at all, and has not been reaching its full potential. The main problem of Yuban is the lack of brand awareness and an unsuccessful marketing strategy. When the marketing strategy changes to solve these problems, it will make the Yuban brand more competitive and successful in the coffee market. Our marketing plan will be discussed in detail in the pages to come, but our general objective is to build brand awareness by defining and marketing towards a more specific target market. Also, with the implementation in of our recommendations, Yuban coffee will be able to reach this objective. Ultimately our marketing plan will
Cited: Agas, G. (2006). Conscious choice: Yuban coffee. Natural Health, 36(10), pp.20-24. Amato, L Annual form 10-K. (2012). Kraft Foods, Investor Relations (online). Retrieved from: http://ir.kraftfoodsgroup.com /sec.cfm Igami, M Statistics and facts on the coffee market in the U.S. (2013). Statista Research Publications, 01(05), pp.1-72 Oches, S. (2012, November). Meet your customer. Retrieved from http://www.qsrmagazine.com/consumer-trends/meet-your-consumer Cliath, A Gaudelli, Janis. The Greenest Generation (April 29, 2009). Retrieved from: http://adage.com/article/goodworks/truth-millennials-green-movement/136331/ http://www.greenopia.com/USA/coffee_listing.aspx?ID=CO-01-