The paper "Gloria Jean’ s Coffees Marketing Plan" is a great example of a marketing case study. Gloria Jean’ s Coffees was founded in late 1979 in Chicago USA. However, since its inception, the coffee store has grown and expanded its market influence both across the USA states as well as in Australia. The coffee outlet is based on an operational mission of developing a family of stores that supply highest quality coffee to the consumers as well as ensuring the provision of highly personalized services to the existing consumers across the organizational stores (“ Gloria Jean’ s Coffees” , 2014).
Under its objectives, it intends to increase its positioning among the loyal consumers, maintain growth in the rather highly competitive coffee industry as well as increase purchase frequency of coffee products in a day. 2.0 Market Overview The organizational market category is in the cafes through its opening up the Gloria cafes. In this regard, the served coffee products and offered services are customized based on market needs. Moreover, the organization targets small consumer base of individuals aged between 18-25 years as contrasted to its competitor Starbucks that targets consumes aged between 15-64 years of age. The organizational ventures in the Australian market present it with increased growth potentials due to the rising growth trends that were forecasted at 2.5% annually.
Moreover, with the immigrant nature of the Australian market and the growing trends in coffee consumption such as the current average of 14 cups per individual in a week, the venture sales are bound to increase into the future, as the industry is still in its growth stage (Courville, 2003, p. 97). The existence of a growing coffee use culture, developing economic situations in Australia as well as stable political institutions supporting both domestic and foreign businesses, the venture success into the future is guaranteed.
In this regard, the venture unique market traits such as its strong brand image developed over time, appropriate market positioning and creativity culture are expected to stimulate its growth and improve its overall market competitiveness against the competitors into the future. 3.0 Competitor Analysis The key Australian market competitors for the organization include the Starbucks and 7 eleven companies. On one hand, the Starbucks company offers a variety of products such as the globally recognized cocoa Frapucinno and reading and library rooms’ spaces.
Among the organizational strengths include the global presence that offers it an increased market reputation as well as the products variety and standardized product offerings. However, the organization has weaknesses in its declining global performance and low liquidity to adapt to change in demand. On the other hand, the 7 eleven company that has its merits and strengths in the offering of cheap coffee and its speciality in offering services for 24 hours a day, as well as the location of the stores in strategic locations, poses a major competitive threat.
The supply of other products under the organizational roof increases its relative overall demand (McLean, 2004, p. 333). However, despite the organizational supply of products such as fast coffee and Slurpee, has a challenge in its use of the fast-food marketing model and perceived supply of non-professional high-quality coffee that reducing demand by profiled organisations and individuals in the market. Therefore, based on this review, it is apparent that despite their strengths, both competitors have a share of weakness that offers the Gloria Jean’ s coffee cafes an opportunity to expand and establish increasing market influence.
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