Gloria Jean's Coffee
Content list
Executive Summary 1. Company profile 2.1 History 2.2 Products and services 2.3 Finance 2.4 Vietnamese market 2.1 Summary of recent marketing strategies
2.1.1 Products
2.1.2 Pricing
2.1.3 Place
2.1.4 Promotion 2.2 Porter’s five forces 2.3.1 Threat of new entrants 2.3.2 Bargaining power of buyer 2.3.3 Bargaining power of supplier 2.3.4 Threat of substitute product and service 2.3.5 Degree of rivalry among existing competitors 3. Selection and Application of creating market theories 4.1 Demographic segmentation 4.2 Psychographic segmentation 4. Recommendation 5. Conclusion
Executive summary
Nowadays, coffee is not only a normal everyday drink but a culture or art, with the passion of coffee “Gloria Jean’s Coffees” have successfully brought their brand to all parts the world. To understand more clearly about creating “marketing”, this report will use Gloria Jeans as the model to analyse their marketing strategy in the new market-Vietnam. Firstly, this report will look through the company’s profile which will include their history, products and services, financial situation and its Vietnamese market. Secondly, marketing 4P is used to analyze the marketing strategies of GJ in Australia. Thirdly, in order to create a successful market in Vietnam, extensive research will be required, this report will attempt to use the theories of psychographic and demographic segmentation to understand marketing strategy of GJ in Vietnam. Finally, this report will identify some mistakes of GJ and provide some recommendations.
1. Company profile
1.1 History
Gloria Jean’s Coffees (GJ) was first operated in a small town of North Chicago, USA in 1979 by Gloria Jean and Ed Kvetko. In 1995, Nabi Saleh and Peter Irvine realised the market opportunity of this brand and brought it to Australia. Two years later, the Gloria Jean’s Coffees franchise system was born and quickly
Executive Summary 1. Company profile 2.1 History 2.2 Products and services 2.3 Finance 2.4 Vietnamese market 2.1 Summary of recent marketing strategies
2.1.1 Products
2.1.2 Pricing
2.1.3 Place
2.1.4 Promotion 2.2 Porter’s five forces 2.3.1 Threat of new entrants 2.3.2 Bargaining power of buyer 2.3.3 Bargaining power of supplier 2.3.4 Threat of substitute product and service 2.3.5 Degree of rivalry among existing competitors 3. Selection and Application of creating market theories 4.1 Demographic segmentation 4.2 Psychographic segmentation 4. Recommendation 5. Conclusion
Executive summary
Nowadays, coffee is not only a normal everyday drink but a culture or art, with the passion of coffee “Gloria Jean’s Coffees” have successfully brought their brand to all parts the world. To understand more clearly about creating “marketing”, this report will use Gloria Jeans as the model to analyse their marketing strategy in the new market-Vietnam. Firstly, this report will look through the company’s profile which will include their history, products and services, financial situation and its Vietnamese market. Secondly, marketing 4P is used to analyze the marketing strategies of GJ in Australia. Thirdly, in order to create a successful market in Vietnam, extensive research will be required, this report will attempt to use the theories of psychographic and demographic segmentation to understand marketing strategy of GJ in Vietnam. Finally, this report will identify some mistakes of GJ and provide some recommendations.
1. Company profile
1.1 History
Gloria Jean’s Coffees (GJ) was first operated in a small town of North Chicago, USA in 1979 by Gloria Jean and Ed Kvetko. In 1995, Nabi Saleh and Peter Irvine realised the market opportunity of this brand and brought it to Australia. Two years later, the Gloria Jean’s Coffees franchise system was born and quickly