Marketing Analysis of Gloria Jean's

Topics: Coffee, Starbucks, Strategic management Pages: 12 (3876 words) Published: February 6, 2013
Australian Coffee Making industry
Australian coffee industry continues to mature and surge ahead. Australia has emerged as one of the most discerning and profitable coffee locations in the world, and the amazing monetary figures spent on coffee in Australia each year support global perceptions that Australians are in a position to judge the merits of good coffee. Over the past five years, Australia's Cafes and Coffee Shops industry has demonstrated itself to be a complex, highly competitive and successful industry. Industry players have benefited immensely from the nation's love of quality coffee, which steered the industry through the recent economic downturn, during which it outperformed rival hospitality industries such as restaurants and catering. Specialty coffee shops in Australia are becoming a lucrative sector, as a result of a growing coffee culture and increasing franchising opportunities. Australia's strong coffee drinking culture has heavily influenced growth in specialty coffee shops, especially among the younger generation Gloria Jean’s in Australian Market

Gloria Jean’s Coffees is dedicated to offering the world’s highest quality specialty coffee – from bean to cup. Australian owned and locally operated, the Gloria Jean’s Coffees family now stretches far and wide across the globe, with over 1,000 coffee houses in 39 countries. It is combination of passion, commitment to their communities and dedication to delivering the highest quality coffee to their guests that unites their global team in the same Vision – to be the most loved and respected coffee company in the world. Gloria Jean's Coffees was founded by Gloria Jean Kvetko in 1979 in Chicago, USA. Gloria Jean's Coffees began as a small coffee and gift shop in Chicago USA which now has over 110 locations throughout the U.S. Gloria Jean's Coffees USA is owned by Diedrich Coffee, Inc located in Irvine, California. In 1995, Nabi Saleh and Peter Irvine, former Managing Director of advertising agency DDB Needham, visited the United States to sample the Gloria Jean's Coffees brand. Saleh and Irvine identified the opportunity for this brand in Australia, purchasing the international licensing rights from Diedrich Coffee, Inc. They established Jireh International Pty Ltd the company that holds the right to franchise Gloria Jean's Coffees in Australia, and purchased the rights to the Gloria Jean's Coffees brand for all other countries from Diedrich Coffee, Inc, with the exceptions of the USA and Puerto Rico. In late 1996, Jireh International Pty Ltd opened the first Gloria Jean's Coffees store in Miranda, Sydney, and two weeks later another in Eastgardens, also in Sydney. These stores were set up to test the concept in the Australian market. In early 1998, Gloria Jean's Coffees Australia franchised its first store and within six years had opened 185 stores owned and operated by more than 100 franchisees. In 2003, a franchise opened in Darwin; this meant that the brand was now established in every Australian state and territory. Jireh International Pty Ltd formed a North American Affiliate, Praise International North America, Inc. and as of June 14, 2009, the North American rights were sold by Diedrich Coffee to the American Affiliate of the Australian holding company. Vision of Gloria Jean’s

To be the most loved and respected coffee company worldwide. Mission of Gloria Jean’s
Gloria Jean’s Coffees is committed to building a unified family, consistently serving the highest quality coffee and providing an outstanding and personalized service in a vibrant store atmosphere. Objective of Report

The objective of the report is to identify the corporate and business strategies of Gloria Jean’s, its main competitive strengths and the possible threats that Gloria Jean’s may confront in the future.

External Environment Analysis of Australian
Coffee Making Industry

Macro Environment (Six segments) Analysis
Global Segment: Gloria Jean’s Coffees has...
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