The paper "The Process of Marketing and Selling Coffee to International Markets " is a perfect example of a marketing case study. Organizations rely on marketing to sell and communicate their activities and products to the general public. There are several marketing communications methods deployed by organizations to ensure they reach their target clientele with ease and conquer the market. This analysis will look into the marketing approaches and mix that will be used in achieving our goals and target market. This analysis will look into the process of marketing speciality coffee from Harar Province in Ethiopia to global markets in the United States and Europe.
Coffee marketing looks at various marketing and selling factors including price, location, taste and unique selling points and product appeal. The marketing and selling process will be aided by organizational strategies and other factors that will allow the coffee brand to sell successfully in set target and niche markets. Marketing Analysis The process of marketing and selling coffee to international markets involves a lot of activities and research on the product. Harar coffee is a speciality Arabica coffee from Ethiopia which has been artfully roasted and exquisitely selected to ensure the highest quality of coffee is achieved.
The quality and taste of the Harar coffee meet internationally set standards and thus it is economical in terms of marketing and selling this coffee. There are several methods that will be deployed in meeting the desired market. The situational analysis looks into the process of selling speciality coffee into different markets through the use of certain promotional methods. The factors that will be analyzed in marketing and selling this coffee brand include; Product Life Cycle Establishment Stage This looks into the different stages the product has to undergo within the set target market in the process of being sold.
At the initial stages, a monopoly can be created depending on the usability of the product to its customers. Most firms normally attract losses at this stage; this is especially evident if the product belongs to a new class of products. The users are not normally aware of the product and its usage, in order to gain a place in the market; companies invest on information dissemination strategies or promotional strategies in order for the product to be known (Robbins, 2008).
This stage is mainly characterized by low competition, loses and limited or no profit at all. Maturity Stage At this stage, the sales start to slow down as the product has achieved its acceptance in the market. Most new firms will try to become innovative by developing similar products in order to compete with the existing product. Since there are a number of companies now in the market with a similar product, competition for customers increases tremendously.
As a result of competition, the product profit declines and hence marking the beginning of the maturity stage (Malhotra, 2006). This would be in the case of Harar coffee when new and similar products will be introduced into the market. As a result, the company will have to contend with the increased competition but the company could rely on the advantage of the product’ s superior quality and aroma.
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