Gloria Jeans

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MARKETING STRATEGY FOR GLORIA JEAN’S

BUI NGUYEN KIM THANH

Submitted in partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION

BOLTON BUSINESS SCHOOL

Date 28 AUGUST, 2012

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Contents
Figure A: Percentage of market share of coffee player in Vietnamese market 12 Figure 1: Marketing Mix Strategy 12 Figure 2: Influence Diagram of Marketing 7Ps 16 Figure 3: The Importance of Market Segmentation 17 Figure 4: Top of Mind Brand Recognition 43 Figure 5: Spontaneous Aided Brand Recognition 44 Figure 6: Prompted Brand Recognition 44 Figure 7: The Most Suitable Source 45 Figure 8: (Part Ii, Q12c, Questionnaire) 46 Figure 9: (Part Ii, Q13a, Q13b, Questionnaire) 47 Figure 10: (Part Ii, Q13a, Q13b, Questionnaire) 48 Figure 11: Percentage of Repeat Customers 49 Figure 12: Location Ranking 50 Figure 13: Price Comparison 51 Figure 14: Brand Personality 52 Figure 15: Coffee Taste Ranking 52 Figure 16: Assessment of Coffee Style 53 Figure 17: Customer Decision Making Criteria 54 Figure 18: Customer Decision Making Criteria 55 Figure 19: Customer Decision Making Criteria 55 Figure 20: Customer Decision Making Criteria 56 Figure 21: Drinks Most Often Purchased 57 Figure 22: Assessment of Gloria Jean’s 58 Figure 23: View of Coffee Shop Location 59 Figure 24: View of Coffee Shop Location 60

Table 1: The revenue 2011 with respect to the components of total revenue

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CONTENT
Chapter One General Overview Abstract.......................................................................................................................6 Acknowledgement.......................................................................................................7 1.1 Introduction...........................................................................................................8 1.2 Gloria Jean’s’ Overview and Statement of the Problem......................................9 1.3 Background..........................................................................................................9 1.3.1 Historical Competitive Environment..................................................................9 1.3.2 Gloria Jean’s Branding Strategy......................................................................10 1.3.3 Gloria Jean’s’ Competitor.................................................................................11 1.3.4 Gloria Jean’s and Coffee Bean.......................................................................12 1.4 Research............................................................................................................12 1.4.1 Problem Statement..........................................................................................13 1.4.2 Research Objective.........................................................................................13 1.4.3 The Structure of the Research......................................................................14 Chapter Two Literature Review....................................................................................................16 2.1 The Definition of Marketing............................................................................16 2.2 Marketing–Mix Components?.........................................................................17 2.2.1 Product…………………………………………………………………....18 2.2.2 Price……………………………………………………………………….19 2.2.3 Place….............................................................................................19 2.2.4 Promotion………………………………………………………….……..20 2.3 Marketing Strategy…………………………………………………………………2 2.3.1 Market Segmentation and Targeting…………………………………..22 2.3.1.1 Market Segmentation………………………………………….22 3

2.3.1.2 Identified Target Customers and Segmentation……………24 2.3.2 Brand as A Source of Sustained Competitive Advantage………….25 2.3.2.1 Brand Positioning………………………………………………26 2.3.2.2 Brand Recognition……………………………………………..28 2.4. Brand Strategy……………………………………………………………………...30 2.4.1 The Role...
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