Marketing Plan

Executive Summary

Caribou Coffee, a company founded in 1992 that is at the most recent of several key turning points in its history. Since the year it was founded until the year 2000, there have been a number of changes within the company. It entered a period of rapid growth both domestically and across the globe. From 2000 to 2006, Caribou Coffee its number of stores became more than doubled, to approximately 440 and experienced a 2.6 times increase in revenue. Based on that, by 2007 Caribou was the second largest company-owned gourmet coffeehouse in the United States. Although, until 2009 the company has been experiencing a money loss in the profits, increasingly high net losses, and decreasing stock price which was caused by the competitive market and the potential class-action lawsuit. Since Caribou company started, it created a competitive advantage in their store operation, but will the company be able to maintain and assist their growth strategy?

Based on Caribou Coffee's achievements we suggest that the company:

* Create a special experience for customers by promoting high quality healthy breakfast

* Connect to the local community and concerned with its well-being, a distinctive coffeehouse environment,

* Offer the best customer service that is currently unoccupied by Caribou's competitors.

The purpose of this report is to examine the competition and growth strategy of Caribou Coffee company. Research for this report included a review of the situation analysis (SWOT), marketing objectives (measurable goals), promotional plan (objectives and positioning statement), and the cost to implement (estimate of the cost). All these strategies will be presented during my situation analysis report.

Introduction

Caribou Coffee was founded in Minneapolis, MN in 1992 after its founders, John and Kim Puckett. Inspired to start the business by a climb of the peak of Sable Mountain while on a trip to Alaska. The Puckets decided to open...