Marketing - Company Analyz
Marketing Report
MRKT101
Marketing report of Espresso House Sweden AB
NAME: 000001377
Course: Mrkt101
Lecturer: Chris Dutt
Due: 11-11-12
Table of contents
1.0 Introduction p. 3
2.0 Espresso Houses Marketing Mix 2.1 Promotion p. 4 2.2 Price p. 4 2.3 Product p. 4 2.4 Place p. 4 2.5 Process p. 5 2.6 People p.5
3.0 Characteristics of the company 3.1 Products/services p. 5 3.2 Variability in the business p. 6 3.3 Working together p. 6
3.4 Owing a service, renting a cup p. 6
3.5 The different seasons p. 6
4.0 Position in existing and future markets p. 7
5.0 Collection of marketing information p. 8
6.0 Position within chained cafés p. 8
7.0 Process of service quality p. 9
8.0 How to satisfy guests p. 9
9.0 Critics and conclusion p. 10
10.0 References p. 11
11.0 Appendix p. 13
12.0 Tables p. 14
Introduction
A lot of people know that Swedish people is one of the main coffee consumer in the world, by drinking 3,2 cups of coffee each day this and to have a specific word for having a coffee, “fika”. There for there is a lot of companies in Sweden which main business is to provide a good cup of coffee; one of those companies is Espresso House. (Bruzelius, Johansson, 2012)
The company Espresso House is not an old company; the first Espresso House coffee shop in Sweden was opened 1996 in Lund, one of the biggest student cities in the southern parts of Sweden. Its owners Charles and Elisabet Asker had the thought to start a small coffee shop to provide their slogan “att ge världens bästa gäst världens bästa kaffeupplevelse”(Espresso House, 2012), which means, giving the best guest in the world the best coffee experience. At Espresso House there is no customers, only guests.
The chain Espresso House operates in 25 different cities in Sweden and
MRKT101
Marketing report of Espresso House Sweden AB
NAME: 000001377
Course: Mrkt101
Lecturer: Chris Dutt
Due: 11-11-12
Table of contents
1.0 Introduction p. 3
2.0 Espresso Houses Marketing Mix 2.1 Promotion p. 4 2.2 Price p. 4 2.3 Product p. 4 2.4 Place p. 4 2.5 Process p. 5 2.6 People p.5
3.0 Characteristics of the company 3.1 Products/services p. 5 3.2 Variability in the business p. 6 3.3 Working together p. 6
3.4 Owing a service, renting a cup p. 6
3.5 The different seasons p. 6
4.0 Position in existing and future markets p. 7
5.0 Collection of marketing information p. 8
6.0 Position within chained cafés p. 8
7.0 Process of service quality p. 9
8.0 How to satisfy guests p. 9
9.0 Critics and conclusion p. 10
10.0 References p. 11
11.0 Appendix p. 13
12.0 Tables p. 14
Introduction
A lot of people know that Swedish people is one of the main coffee consumer in the world, by drinking 3,2 cups of coffee each day this and to have a specific word for having a coffee, “fika”. There for there is a lot of companies in Sweden which main business is to provide a good cup of coffee; one of those companies is Espresso House. (Bruzelius, Johansson, 2012)
The company Espresso House is not an old company; the first Espresso House coffee shop in Sweden was opened 1996 in Lund, one of the biggest student cities in the southern parts of Sweden. Its owners Charles and Elisabet Asker had the thought to start a small coffee shop to provide their slogan “att ge världens bästa gäst världens bästa kaffeupplevelse”(Espresso House, 2012), which means, giving the best guest in the world the best coffee experience. At Espresso House there is no customers, only guests.
The chain Espresso House operates in 25 different cities in Sweden and
References: Websites * Dagens Nyheter (2008) Espresso-House-frukosttest Espresso House (2012) Vaart Kaffe. Available from: http://www.EspressoHouse.se/vaart-kaffe/vaart-bryggkaffe/ Accessed 1st November 2012 * Espresso House (2012) Miljomugg * Espresso House (2012) Nyheter-Pressmeddelande. Available from: http://www.EspressoHouse.se/nyheter-media/nyheter-pressmeddelanden/2012/ Accessed 2nd November 2012 * Sydsvenskan (2012) Sverige-tjanar-mer-pa-turismen-an-sydafrika