Strengths As a new business, Rad Coffee already has been receiving a generous amount of feedback from customers. They have their very own unique theme and style. In addition to that, they serve specialty coffee and their own creation of a variety interesting blended drinks and sweet treats. They strive to make each visit a memorable experience for their customers. They are also vegan friendly, which could be a great factor to make Rad Coffee stronger than many other coffee shops.
I chose to do my research and observation at Starbucks. I 've always been a fan of coffee and have come to enjoy coffee from Starbucks. For many years, I perceived this place as a spot for people who liked buying expensive yet not that good coffee. I thought I would be observing just a place where people meet up and study, but I didn 't really think I would be going into so much depth. However, mainly I chose this place because I thought there was a lot of potential for good research and I 'm very happy in what I found.
In order to drive other coffee retailers out of business, Starbucks will resort to buying over the coffee retailers and flooding the neighborhoods with new Starbucks outlets to a degree that the sales from existing Starbucks outlets were cannibalized (Katie , 2013). This action does not serve any interest to Starbucks. However, Starbucks can be considered to be ethical as the actions that they have adopted, are to increase market share, to be the leading leader in the industry. This helps Starbucks to stand firm in the industry. It is the long-term self-interest of Starbucks.
Called Coffee and Farmer Equity (C.A.F.E.) Practices, it helps farmers grow coffee bean better for people and the planet. Also, Starbucks aim their coffee certified or verified by an independent third party from 100%. Moreover, Starbucks is a fair trade to farmers and maintain high-quality coffee. It is development society and environment responsibility (Coffee Sourcing).
Starbucks X Dunkin’ Donuts My favorite thing in this world, is coffee. I can’t live without it. Usually I brew my own coffee at home. But, most of times I am on the go, so I have to pick up coffee on the way. And my favorite coffee shop is Starbucks.
Thus, Keurig coffee machines are known to be more durable, long-lasting, and less prone to breakdowns. But of course, the best thing about all these is that Keurig’s main aim is not only to bring coffee home but to bring gourmet coffee right to your doorstep. Buying A Keurig Coffee Maker? If you are a homemaker and you are looking for a coffee maker, Keurig is one brand that you should consider. The Keurig coffee maker is available for purchase online.
Nabob is Canada’s leading premium coffee, offering a variety of different types and flavours, initially they should offer their highest volume products in pods before adding more selections later on. They should follow their U.S. price points for Maxwell House, and undercut rival brands to gain consumers. Kraft can afford to offer lower prices due to their low production costs. The lower price than competitors would not significantly affect brand image, consumers know the quality that they are getting. Kraft should choose its traditional distribution method to deliver its product to retailers.
o General public (word of mouth to customers) o Key customers (confirm that they would like their return) o Major stockholders (confirm that market is strong) Goals for Campaign: • The company wants to show that they did not mean any disrespect towards their publics o Starbucks chose to go with that design because they wanted to show that they embrace all religions and celebrations of the holiday by keeping the design simple Media Employed: • News: o Confronted medias with their Starbucks Newsroom Online o Starbucks published two separate press releases on the topic Chose this method due to previous campaign mistakes of using advertising to apologize to publics o Addressed individual people on social media platforms Messages Sent: • Starbucks published two separate press releases on the topic o Nov 8th “The story behind the design of Starbucks red holiday cups for 2015” Elaborating on the reason of their change of cup design Removed the “symbols of the season” used in the past in favor of a simple, two toned red cup They want to show that they have equal acceptance of religious and non-religious peoples coming together to celebrate the holiday whatever way they please • Their cups are designed to show the public they give equal
In the third panel of their ads, Dunkin’ Donuts talk about how their coffee is the solution to a “crazy morning”, “commute”, and “life’s daily chaos”. This is a declaration from the company that their product is target toward everyday drinkers. Looking at this segment, the most prominent features we can identify is that this is an attractive, stable, and sizable market that can produce good profit. On their study of Coffee Drinking Statistics (2015) of America, Statistic Brain Research Institute shows that there are 100 million American who drink coffee daily. 29% of whom go to lower-price outlets such as Dunkin’ Donuts or McDonald).
Further, the company places its cafes and restaurants in strategic places where customers can see it. It does not need to invest a lot of money in advertising since customers recognize its brand using its unique LOGO (Melissa 260). The company values its employees, and this has helped the company in performing well in the market. Treating employees in a fair manner and compliance with labor practices has been a tremendous competitive advantage since it encourages motivation and high performance. 2) Choosing high-quality coffee beans is an