Marketing_ Coffee Bean Report.docx - S/N Content Page 1...

This preview shows page 1 - 4 out of 42 pages.

S/NContentPage1Executive Summary32Introduction43Segmentation of CBTL® By Customers’ Characteristics: Geographic Segmentation44Segmentation of CBTL® By Customers’ Characteristics: Demographic Segmentation55Segmentation of CBTL® By Customers’ Characteristics: Psychographic Segmentation56Marketing Research: Step 157Marketing Research: Step 258Marketing Research: Step 369Marketing Research: Step 4610Marketing Research: Step 5611Recommendations for CBTL®: More Enforcement on Loyalty Program6 - 7 12Recommendations for CBTL®: Increasing Frequency of Promotions713Recommendations for CBTL®: Corporate Social Responsibility7 - 814Recommendations for CBTL®: Implementation of Read Made CBTL® Meals8 - 10 15Recommendations for CBTL®: Suggestion on Collaborating CBTL® with Ben & Jerry10 - 11 16Recommendations for CBTL®: Partnership with Prestigious Hotel12 - 1317Conclusion131
Executive Summary This report was commissioned to examine what The Coffee Bean and Tea Leaf®(CBTL®) has done to sustain its growth over years of operations and to proposeways in which CBTL®can sharpen its competitive edge through its marketing mix, inconsideration of the current and foreseeable market environment.It is important to undertake this study to understand the demand of the localconsumer market and how excellent branding can aid the company in buildingconsiderable brand equity, creating positive emotional connections with its lifelongcustomers.A market survey research has been conducted to determine the purchase behaviourof consumers such as the products they frequently purchase and the factors thatconsumers like or dislike from CBTL®. Through careful evaluation of this survey,CBTL®can identify core aspects of its business that require revision in order toretain existing consumers as well as attracting new ones. With these insights, thebrand can expect to bridge the gap between its present performance and desiredobjectives.The analysis of this market survey will assist in crafting out the recommended waysin which CBTL®can augment consumers’ perceptions and its competitors’ influencein the market. To counter these unsatisfactory factors, a few strategies were developed to aidCBTL®in seizing potential opportunities in the local market. The strategies will beproposed as the reformation of existing strategies and the initiation of freshstrategies.If the suggested findings and proposal of strategies are deemed viable by theManagement, a concrete action plan can be undertaken to execute theserecommendations.1.Introduction to CBTL®2
CBTL®originated in Southern California in 1963 by Herbert B. Hyman where he firststarted importing and roasting coffee. CBTL® has over 22 types of tea and it is aprivate, family-run business. To date, there are 1,200 stores worldwide. CBTL®wasonly introduced to the Asian market in 1996 and company owners in Singaporebought over the brand in 1998. There are a total of 51 outlets in Singapore, 19 of

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture