Introduction to Marketing Principles 11 MARKETING PRINCIPLES Marketing Principles
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Marketing Principles (MKT00075)
Added on 2020-02-18
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MARKETING PRINCIPLES 11 MARKETING PRINCIPLES Marketing Principles Author Note: Introduction 2 2.1 (i) Problem Identification 2 2.1 (ii) Problem Delineation 3 2.1 (iii) Information Gathering 3 2.1 (iv) Idea Generation 4 2.1 (v) Idea Evaluation 5 2.2 (i) Profile of sustainable offering 5 2.2 (ii) Environmental analyses 6 SWOT Analysis 2017). The next segment illustrates profile for sustainable offering, SWOT analysis, PESTLE analysis and then customer and market analysis for Coffe
Introduction to Marketing Principles 11 MARKETING PRINCIPLES Marketing Principles
Marketing Principles (MKT00075)
Added on 2020-02-18
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Running head: MARKETING PRINCIPLESMarketing PrinciplesName of the Student:Name of the University:Author Note:
2MARKETING PRINCIPLESTable of ContentsIntroduction......................................................................................................................................22.1 (i) Problem Identification..........................................................................................................22.1 (ii) Problem Delineation............................................................................................................32.1 (iii) Information Gathering........................................................................................................32.1 (iv) Idea Generation...................................................................................................................42.1 (v) Idea Evaluation....................................................................................................................52.2 (i) Profile of sustainable offering...............................................................................................52.2 (ii) Environmental analyses.......................................................................................................6SWOT Analysis...........................................................................................................................6PESTLE Analysis........................................................................................................................82.2 (iii) Market and customer analysis..........................................................................................10Conclusion.....................................................................................................................................10Reference List................................................................................................................................12
3MARKETING PRINCIPLESIntroduction This study deals with coming up with a plan to bring a new eco-friendly product that willhelp in reducing waste and pollution. Coffea Robusta Australia is one of the Coffee shops thatwill be opened in Australia where this reusable coffee cup will be used for serving the customers(Singh et al. 2014). The reusable coffee cup name had been kept as CoffeaEco-reusable coffeecup. This reusable coffee cup help in saving the environment as well as saving own money witha functional and reliable mug. In this coffee shop, individuals can even purchase Coffea Eco-reusable coffee cupfor individual consumption. This company will be supplying reusable coffeecups to nearby offices and department stores and generating revenue from there as well. Thecurrent segment explains steps in Creative Problem Solving that need to be taken intoconsideration by the Coffee shop named as Coffea Robusta Australia. The next segmentillustrates profile for sustainable offering, SWOT analysis, PESTLE analysis and then customerand market analysis for Coffea Eco-reusable coffee cup (Potting and van der Harst 2015). 2.1 (i) Problem Identification Single-use coffee cups mainly accounts for a large amount of unnecessary waste. In orderto solve the problem, reusable coffee cups should be used by individuals as these areenvironmentally friendly coffee cup and helps in reducing the waste as far as possible. Inaccordance to latest statistics, it is stated that Australians throw away around 2.5 milliondisposable cups every year. To that, a lot of cups are used in the high street coffee chains that arenot actually recyclable. The problem is the polyethylene that makes them waterproof that canonly be recycled at a very tiny number of specialized plants. It is therefore required to reuse the
4MARKETING PRINCIPLEScup as it directly help in cutting down on harmful landfill waste. There is practically no need todeal with those flimsy plastic lids that unleashes scalding hot coffee onto the hand at givenmoment (Potting and van der Harst 2014). 2.1 (ii) Problem Delineation The second step in the Creative Problem Solving is Problem Delineation where the keyproblem is dissected as well as looked at in more depth. Further analysis need to be made in thisstep that discuss the importance of using reusable coffee cups instead of single-use coffee cups.On analysis, it is found that every year around 2.5 billion disposable cups are thrown away (Lin,Lai and Chen 2015). 2.1 (iii) Information Gathering The third step in the Creative Problem Solving is Information Gathering where it isrequired to gather information relating to the new eco-friendly product suggested. It is essentialto understand why it is important to use reusable coffee cups than single-use coffee cups. Onanalysis, it is found that reusable cups are recyclable as they are made out of paper. In addition,the recyclable bit is trapped under the film of plastic that stops the paper on getting soggy. Itbecomes difficult for removing and so it goes straight to landfill (Kumar et al. 2017). Single-use coffee cups are not recyclable due to plastic liner as well as coffeecontamination. In addition, garbage haulers do not accept plastic lids in curbside recycling bins.Furthermore, cardboard sleeves can be recycled and reused but often are not. The vast majorityof Single-use coffee cups sold at coffee shops eventually arrives at the landfill. The coffee shopsin Australia had estimated the cost of disposable packaging (lid, coffee cup and insulating
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