Gloria Jean's Coffee

Topics: Coffee, Vietnam, Marketing Pages: 10 (3555 words) Published: January 29, 2013
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 appeared in every Australian state. In 2004, due to the fast growth in the Australian market, Saleh and Irvin returned to the USA and purchased the international brand rights. GJ has now opened 1000 stores and signed 42 master franchise agreements across 39 countries globally, with over 480 stores open in Australia. In 2007, GJ opened two franchise stores in Hanoi capital and Ho Chi Minh-the biggest commercial city of Vietnam. Today, there are 6 franchise stores from North to South of Vietnam. According to Dr Trung of Griffith University, GJ is currently the top franchise in Vietnam. 1.2 Products and services

Gloria Jean’s coffee is famous all over the world because of their quality of products. They use only the highest quality Arabica beans which are carefully sorted and expertly roasted on the premises. Therefore, they can always guarantee the quality and freshness of their coffee. Besides coffees, they also pay attention to choosing the right types of tea, cocoas and chocolate to make sure their customers have a variety of selections. Their specific products are mocha, latte, cappuccino and espresso with two styles of hot drinks and cold drinks. Their employees are also well trained in the art of making the perfect coffee to ensure customer satisfaction first time, every time. Furthermore, the company also provides the service name “Gloria at home”, which gives customers things such as recipes and right techniques in making the perfect coffee. This service has not only created positive reactions from customers but it also shows how much skill is required in making good coffee. In the continuous development of their service, GJ also merchandises many different types of products which relate to coffee such as espresso machines, coffee mug/cups, cold sipper cups, etc, and with their brand name printed on the products, Gloria Jean’s easily and freely gains customer’s awareness. In addition to this, the company also provides all...
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