A Green Factory Sustainable Solution

COMM338 FINAL PROJECT

Express-O-Cup

A Green Factory Sustainable Solution

Table of Contents

Executive Summary 2

Company Description 2

Overview of the Company 2

Mission 3

Core Competency 3

Situation Analysis 3

SWOT Analysis 3

Market Trend Analysis 5

Environmental Analysis 6

Competitive Analysis 7

Marketing Objectives and Goals 8

Identify and Evaluate Opportunities 8

Segmentation and Target Market Analysis 8

Positioning & Market Mix 9

Financial Analysis 11

Marketing Organization 12

Evaluate Performance 13

Appendices 14

Appendix A- Stakeholder Analysis 14

Appendix B- Proposed Mug Style 15

Appendix C – Financials 16

Executive Summary

The Green Factory has developed a brand new product, the Express-O-Cup, which will change consumption patterns and reduce disposable cup waste. The Express-O-Cup is a revolutionary product and plan combination that creates an incentive for using reusable mugs by creating an exchange between the consumer and our firm. The cup itself will be beta-tested on the Queen’s campus and be sold at The Campus Bookstore. Once the mug has been purchased for $10.49, a plan can be purchased for one semester at $74.49, two semesters (full-year) at $130, or the mug can be purchased without a plan. The set plan allows the customer to consume unlimited coffee refills with their Express-O-Cup at Common Ground, The Tea Room, and on-campus Tim Horton’s and Sodexo locations. The thermos will be clear with a label insert, which will indicate the chosen plan and will be easy for vendors to recognize. The main target market is Daily Coffee Drinkers near Queen’s campus, which approximate to 11 180 individuals. This product will be promoted though the use of social media, print advertisements and sales promotions.

Company Description

Overview of the Company

Express-O-Cup is a beverage consumption program established by The Green Factory. Stitchy Lizard Embroidery and Digitizing Company, based out of Toronto, will supply the mugs...