Mkt 500, Assignment1

Go Joe Segmenting and Positioning

Diane Coia

Marketing Management

Dr. Karen Mountain

April 22, 2012

Go Joe Segmenting and Positioning

Company Overview

Mo Joe Beverage, Inc. strives to become a leading airport quick service server of specialty hot and cold beverages. We brew high quality coffee, tea and hot chocolate both caffeinated and decaffeinated for immediate consumption but will be expanding by creating Go Joe, packages of eco friendly cups with beverage packets for consumers on the go. Go Jo will first focus in the instant coffee market and add tea and hot chocolate within five years. We believe our Go Joe packages will give us a competitive advantage because consumers will be able to take our beverages with them whenever they want to prepare a quality drink, quickly, wherever they go. They will able to purchase Mo Joe from our store locations or travelers can order from our website, MoJoeBeverage.com.

In each of our first three years, revenue has grown by eighty five percent year over year. We have benefited from the growth in demand for coffee. We believe the increase in demand for instant coffee will continue to sustain our trend in increased revenues. We currently operate from within the Philadelphia International Airport in Pennsylvania but look to expand in the next few years to airports with like populations and demographics such as Chicago, Houston and New York City as well as internationally in Quebec, Canada (Fetto, 2009).

We continually ask our consumers what products and services they prefer and have focused our business model to fit these needs. We have found by providing a quality beverage, both quickly and conveniently and at an affordable price, we have been able to create a loyal customer base. This fits our customer needs, which are often in a hurry to catch a plane and are looking to take a good beverage with them. We expect Go Joe will also fit these needs when they arrive at their destination and want to consume our beverages...