Gloria Jeans
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
1
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
2
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
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
1
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
2
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
References: Mark your age? [Circle the code below] From 20 – 25 yrs. (1991 - 1986) From 26 – 29 yrs. (1985 - 1982) From 30 – 35 yrs. (1981 - 1976) The groups of age not to belong the above groups Occupation [SA] Code 1 2 3 4