MARKETING AUDIT- PIONEER COFFEE STORES

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Table of Contents

Pioneer Coffee Stores Marketing Audit…………………………………………………………………………………………………………..3

Executive Summary …………………………………………………………………………………………………………………………………………3

Environmental Aspects…………………………………………………………………………………..4

Demographics …………………………………………………………………………………………………………………………………..4

Community…………………………………………………………………………………………4

Culture……………………………………………………………………………………………….5

Markets……………………………………………………………………………………………………………………………………………………………….6

Market Needs……………………………………………………………………………………..7

Market Trends…………………………………………………………………………………….7

Market Forecast………………………………………………………………………………….7

Competition……………………………………………………….. ………………………………………………………..8

SWOT Analysis……………………………………………………………………….. ………………….8

Strengths………………………………………………………………………………………………………………..  ………………………………………..8

Weakness…………………………………………………………………………………………………….8

Opportunities………………………………………………………………………………………………9

Threats………………………………………………………………………………………………………..9

Marketing Strategy……………………………………………………………………………………….9

Marketing Mix……………………………………………………………………………………………10

Conclusions and Recommendations……………………………………….………11

 

 

Pioneer Coffee Stores Marketing Audit

 

Executive summary

The coffee market keeps on having a rising number of companies desiring to make an entrance to the market. Pioneer Coffee Stores must be aware on all levels of competition and maintain its performance on operations if it is to make retention on its status as the city’s leading retailer of coffee. The store’s focus on customer service, quality and taste is consistent with the segmentation of the market. The current mix of products is in line with the market forecast and the industry. Furthermore, the continuous review of the products, especially in non- food goods, for extra revenue sources is required to increase the sales. The present line of product would be improved on consumer demand and through a regional perspective. The current pricing is competitive with the other coffee stores in the neighborhoods. The coffee store has protected itself from the coffee prices that are volatile, and could apply pricing advantage should the coffee costs rise.

The customers view the products of Pioneer Coffee Stores from the perspective of value than the perspective of price; consequently coffee pricing could be increase. Due to the recent national and regional price increase adjustments will not be recommended until two years or later. Moreover, aggressive advertising would reduce the competition risk. Furthermore, additional marke.............


Type: Essay || Words: 2940 Rating || Excellent

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