Submitted by: Submitted by yuange999
Views: 135
Words: 6565
Pages: 27
Category: Business and Industry
Date Submitted: 08/12/2014 06:58 PM
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Yuban Coffee |
Bus 560- CRN 1184 |
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Group 3- Li Ta Cheng, Yiran Dai, Jun Jin, Julia Lichtman, Quan Qui, Casey Webb , Dexing Ye |
8/13/2013 |
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Signatures:
Table of Contents
Introduction 2
Executive Summary3
Target Customer Analysis4
Competitor Analysis 8
External Environment 10
Company Analysis 11
Marketing Information Requirements14
Marketing Mix 15
Plan Implementation 18
Appendix 20
References 21
Introduction
The goal of this marketing plan is to construct a viable and successful plan for marketing Yuban Coffee in China. Yuban Coffee is a product of the Kraft Company. Yuban Coffee is in the industry of coffee and tea manufacturing and can be identified with the NCIS code, 311920, as well as, the SIC code, 2095, 2099 (“Coffee and Tea Manufacturing”, 2013). The major coffee brands available in China include Nestle and Starbucks.
Yuban Coffee is made from “100% premium Arabica coffee beans, “ and is certified by the Rainforest Alliance, which ensures that Kraft is pursuing measures to ensure the environment is protected during the growing and harvesting of their coffee beans (“Kraft Foodservice-Yuban Coffee,” 2013). This certification also ensures that the workers of the Kraft Company receive healthcare, education, fair wages, and dignified housing (“Kraft Foodservice-Yuban Coffee,” 2013). Therefore, in the marketing of Yuban Coffee to consumers in China we will stress the aspect of environmental responsibility and fair treatment of workers to the population.
Executive Summary
In order to successfully market Yuban Coffee to the population of China we must understand the market we are attempting to enter. China has traditionally been a country of tea drinkers and much of the population do not own the devices needed to make coffee, thus it is important that we utilize an instant coffee granule for home consumption and fresh coffee which will be available in cafes making the transition to becoming a nation of...