Marketing Plan (1880 words)

Marketing Plan
Components of the Marketing Plan I. Situation Analysis: Where are we now? A.

Historical Background The coffee tree is native to Ethiopia. From there it
spread throughout the Middle East. Until the 17th Century all the coffee of
commerce came from Arabia. Slowly, the efforts of Dutch merchants spread
cultivation to the East Indies. Coffee cultivation began in the Americas in the
early 1700’s. Most of the coffee trees of the Western Hemisphere are said to
be descended from a single plant. It was carried from a botanical garden in
France to the island of Martinique in the West Indies by Capt. Gabriel Mathieu
de Clieu, a young military officer. He kept the tree alive during an arduous
voyage by sharing with it his limited ration of drinking water. Coffee
cultivation spread quickly through the West Indies in the next few years. Coffee
was the first grown in Brazil in 1729. Brazilian coffee exports achieved
importance by 1809, and since the mid-1800’s Brazil has by a considerable
margin been the world’s leading coffee rowing nation. Between 1850 and 1900
other Latin American nations developed extensive coffee plantations. Commercial
coffee growing began in central Africa about 1900. Africa, however, became a
major source of coffee only in the period following World War II. The origin of
man’s use of coffee is lost in the timeless legends of the Middle East. One of
the most appealing relates that some monks, after observing the liveliness of
sheep which had eaten coffee cherries, began to eat the cherries to help keep
themselves awake through long nights of prayer. Consumption of coffee probably
began by the 6th century AD. A reference to coffee appears in a medical
manuscript of AS 900. It was first used as a food, as a medicine, and as an
ingredient in wine. Coffee as a beverage similar to that of today – a water
extracted of roasted beans – appeared around 1300. In the middle political
discussion. Rulers periodically attempted to suppress them; King Charles II of
England termed coffeehouses “seminaries of sedition.” When it became
known that roasting coffee beans brought out their flavor, roasted beans were
crushed, boiled in water, and then consumed grounds and all. Spices were often
added to the brew. In Egypt soon after 1600, sugar was added to cut the
bitterness of coffee. The use of milk became common in the late 1600’s. In
Scandinavia and colonial America, eggs were added to reduce bitterness.

Espresso, which is brewed by forcing steam through finely ground darkly roasted
coffee beans, became popular in the 1940’s. It was the main beverage served in
the coffeehouse that began to flourish near college campuses. Again the centers
of literary and political discussions, as well as poetry and folksinging ,
coffeehouse were favorite spots for the beatniks and hippies of the 1950’s and
1960’s. B. Consumer Analysis Bad Ass Coffee Company products are attempting to
serve the serious coffee drinkers out there. We are trying to focus of course on
the older generation as well as the younger generation of coffee drinkers in the
United States today. We want to try and aim our coffee more toward the younger
generation of coffee drinkers since more and more young adults are starting to
drink coffee. a. The Bad Ass Coffee Company distribution channel can be
segmented into 4 categories. ? Independent retailers ? Supermarkets ? Mass
Merchandisers ? Our personal market customers b. Bad Ass Coffee Company will be
targeting the independent retailers as well as the supermarkets and hope start
our own brand name stores around the world. c. The people who would probably
enjoy our products the most would most likely be the baby boomer type era. We
would like to aim our products more toward the new generation of coffee drinkers
to come. d. Kids and minorities are not really going to be targeted as much as
the young adults but everyone will be recognized as a coffee drinker by our
company. e. The serious coffee drinker buys an average of 5lbs of coffee a week.

Our goal is to try and raise this average with the bad ass coffee name in every
household. C. Competitive Analysis Some firms are forced to develop unique
distribution channels because of inadequate promotion of their products by
independent marketing intermediaries. Not Bad Ass Coffee Company, we add a
direct sales force through selective distribution. We only sell our coffee to a
limited number of retailers. In order to get Bad Ass Coffee you must got to one
of our