Blue Ridge Coffee Case Study
Sales Strategy for the Flavored Coffee
Following the introduction of the new flavored coffee, there is need for coming up with a sales strategy for increasing the sales of the new product. The strategy gives details on how the product will reach the customers, and in the end, making them aware of the difference between the new product-line with the other products from the company. These strategies are necessary for improving the total company sales, consequently increasing the profitability of the company. The strategy is also necessary for the coming up with sales activities that position the flavored coffee to a state where it can gain a competitive advantage in the market. The most appropriate sales strategy of choice for meeting the sales objective of the company is the triple-tiered sales strategy (Frain, 2009).
Justification of the recommendation
The strategy is necessary for the establishment of a good relationship between the wholesale clientele and the company. The association that the regional sales teams have with the wholesale customers is vital for giving the company the necessary information regarding the performance of the product. The triple-tiered strategy is necessary for the identification of the challenges that the competitors are going through, and building on their weakness to increase the sales volume. An element of a weak competition in consideration involves brand recognition. Carolina Coffee Roasting Company, Island Joe's and Baronet Roasters have low brand recognition, which the company can build on to develop the product, consequently increasing the sales volume. The third element in the strategy involves getting information from the customers directly regarding the flavored coffee. Through this, the company can make adjustments suit the customers' needs and after taking care of their needs, the sales volumes will increase because of their contention.
Market and sales potential
According to estimates from the National Coffee Association and some experts in the industry, the consumption on flavored coffee is at the 40% mark. They give a suggestion that the percentage is expected to rise because younger people are increasing their coffee uptake. The association gives an estimate that out of the 40%, about 25%-30% coffee consumers take the flavored coffee, which gives the company a positive market outlook. From the data provision on the market potential, it would be necessary to implement the sales strategies for maximum benefit. The data shows that there is room for growth in the industry, which gives an assurance that there is room for increasing sales volume (Frain, 2009).
Segment
Annual Sales
Estimated Increase
Food Service
$3.8 M
+12%
Corporate and Office Distribution
3.7 M
+15%
Coffeehouses (Retail)
2.5 M
+17%
Operators
1.4 M
+12%
Grocery Stores
700,000
+15%
TOTAL
$12 M
Sales data that supports the recommendation
The increase in the annual sales also shows that the sales volume is improving. Judging from the graph below, it is evident that the sales volume of the company is increasing, and there is still market for more increment.
Methods of generating demand for the new product
One of the methods that the company should use for increasing the demand for the product would be to introduce consumer promotions for the new product (Frain, 2009). By promoting the products to the consumers, or by giving them free samples, the demand for the product will increase because their confidence on the quality of the product increases. It is necessary to make the consumers aware of this product before the commencement of consumer promotion. Advertising through the mass media is vital as a cost-effective method for the generation of demand for the product (Frain, 2009).
Apart from customer promotion, the other way of increasing the demand would be to set prices relative to the volume of purchases. If the customer gets a lower price for purchasing a larger volume of the product, the demand for the product increases, consequently increasing the sales volume of the company.
Sales forecast with the moving average techniques
Monthly sales
Sales ('000)
January
February
March
By assuming that the monthly sales are as shown in the table, the average sales for the 3-month are 130.33 thousand dollars, which is the prediction of the sales to for the next month, April. After the realization of the new sales in the month, the calculation of the average begins from February to the new month, whose average predicts the sales of May. This is a simple way to predict the sales of the next month because of the smoothing effect of the moving average method.
Sales message recommendation
a. Provide a motivation for the message you recommended.
Through the introduction...
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