Decaffeinated coffee is popular in the United Kingdom. The market is growing and has no signs of abating. However, the market is competitive and filled with consumer choice. It is a diverse market with diverse tastes for everything from gourmet third world coffee with the Oxfam seal of approval to GM grown decaffeinated beans imported from Japan. In this market with so many choices, it will critical for us to cleverly enter and define ourselves in this otherwise potentially bewildering market. Without carefully targeted marketing, millions can lost instead of made.
The aim and objectives of the research is to see how to market more of the companies products in the crowded U.K. Market. While the market has a lot of potential, there is a necessity to market the product correctly. Consumers have a lot of choice. The company is trying to tap into a specific group of customers and then keep them in a state of brand loyalty. To justify this brand loyalty, our marketing program must be targeted cleverly to play upon environmental concerns, consumer vanity and demand for quality.
Problem statement
In Britain, there is stiff competition in between the coffee and tea markets. Further, there is stiff competition in the coffee market in general and the decaffeinated coffee market more particularly. Given the tightness of the market, there is a need to employ smart marketing techniques to carve niches out of this market.
The Global Coffee Market
In the global coffee market, there less and less coffee globally that is available for sale. According to a report from the USDA, global production of coffee in 2011-2012 will reach an estimated...
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