Marketing Strategy for Java Dave's Coffee

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Carlos Lugo

Team D

Part 5

Professor Read

MARKETING STRATEGY FOR Java Dave’s Coffee
GENERAL OVERVIEW

Business Strengths:

our extensive knowledge of the coffee industry is our greatest strength, in addition to our positioning in the region.

Business Weaknesses:

The greatest weakness our business faces is our ability to handle our existing competition. Currently, we are not the only providers of coffee in the area, and any competitor that moves in will pose a threat to our stability.

BUSINESS GOALS

Profit:

Our current profit goals are: Year Two: $ 3Million post-tax profit Year Three: $6 Million post-tax profit. We have not established any other long-range profit goals at this time

Sales

Our long-term sales goals are to operate at or close to cash flow break-even by Year Two and to be profitable from Year One onward. We would like our profit margin to be 7 percent by Year Three.

Marketing

our long-term marketing goals is to develop an extensive Web site, to increase our public relations activities, and to create a product window to draw in customers.

POSITION IN THE MARKETPLACE

Description of Our Customers

Our customers are 18 to 55-year-old professionals, married or unmarried, without children, who are Students and Professionals.

Our Customers’ Needs

our target customers are looking for a customized product and customer service at an affordable price, within driving range.

Why Our Customers Choose Us

our well-informed, up-to-date staff, combined with our extensive product knowledge of the best coffee blends, allows us to surpass the services provided by our competitors.

What Sets Us Apart from the Competition

what sets our company apart from our competitors is the fact that we sell custom-designed coffee for people. We ask them questions, find out exactly what they want and need, and make suggestions on best suitable product to consume.

MARKETING CAMPAIGN SPECIFICS

STRATEGY

Goals of...
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