Strategic Marketing of Organization
Added on 2021-05-31
13 Pages3519 Words59 Views
Running head: Strategic marketing Strategic marketing
Strategic marketing Table of ContentsBackground of the company........................................................................................................................3Marketing objectives...................................................................................................................................3Competitive strategy....................................................................................................................................5SWOT analysis........................................................................................................................................5Porter five forces analysis........................................................................................................................7Marketing strategy.......................................................................................................................................8References.................................................................................................................................................122
Strategic marketing Background of the companyThe coffee bean & Tea leaf is an American coffee chain incorporated in 1963. The company is operated and managed by international Coffee & Tea, LLC. The company’s headquarter is located in Los Angeles, California. The organization has around 1000 own stores in the United States and 31 stores in other countries. There are approx 12,000 employees employed in the firm.Tea, coffee and food are included in the main product list of the company (Coffee Bean & Tea Leaf, 2018). Marketing objectives There are two main objectives that are maximizing its market value and maintaining its operational activities. The main objective of the company is to be global and modern leader by delivering a contemporary customer experience in the marketplace. Furthermore, the company aims to seek and find new opportunities in coffee and tea industry. The other objectives of the company include the following.To be global and modern leader by delivering a contemporary customer experience in themarketplace. To satisfy the needs, demands and requirements of the customers all over the world. To maximize the profitability of the firm by minimizing the cost of tea, coffee and food products (Paharia, Avery & Keinan, 2013). To attain long term mission and vision of the firm. To increase the sale and revenue of the firm by providing delicious products to the consumers across the world. To make a good image in the minds of the consumers by fulfilling the requirements and needs. To overcome and beat the competitors by analyzing and identifying the plans, policies and strategies of the competitors (Coffee Bean & Tea Leaf, 2018). The annual report and the forecasting process before applying the blue ocean strategy, it has beenfound that the total revenue of the company would be increased from $ 253 in 2018 to $ 306.13 in 2020. On the other hand, the profit of the company has been enhanced by 10% per year from $112 to $ 135.52 in 2018. It explains about the better performance of the company in near future. 3
Strategic marketing However, on the basis of the annual report and the forecasting process after applying the blue ocean strategy, it has been found that the total revenue of the company would be increased from $ 275 in 2018 to $ 332.75 In 2020. It explains that the total revenue of the company would be enhanced by 5% per year. On the other hand, the profit of the company has been enhanced by 10% per year from 2018 to 2020. It explains about the better performance of the company in nearfuture. The table below indicates the financial objectives from 2018 to 2020 before applying blue ocean strategy.Coffee Bean and Tea Leaf Company ( All amount shown in $ Million)Forecast 2018Forecast 2019Forecast 2020Revenue $ 253.00 $ 278.30 (+5%) $ 306.13 (+5%)Profit $ 112.00 $ 123.20(+10%) $ 135.52 (+10%)Market Share25%30%34%The below indicates the financial objectives from 2018 to 2020 after applying blue ocean strategy.Coffee Bean and Tea Leaf Forecast Forecast Forecast 4
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