Marketing Plan Essay Research Paper Components of

Marketing Plan Essay, Research Paper

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 many coffee houses in the U.S. or order directly through us. Only a

select few specialty stores carry our product. We want our coffee to be a

delicacy. II.) Marketing Objectives: Where do we want to go. A.)Sales Objectives

To increase our sales volume in the next year we plan on increasing sales at the

Bad Ass Coffee Company by an increa

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