Introduction to Marketing: FPSE 1 Dutch Bros Case Study Analysis

This assignment analyzes the Dutch Bros case study, a coffee chain, focusing on its marketing strategies. It begins with a SWOT analysis, identifying the company's strengths (distribution, cost structure), weaknesses (low current ratio, cash flow issues), opportunities (reduced import barriers, reduced market regulations), and threats (competitors, substitute products). The assignment then explores the range of customer needs, wants, and demands, highlighting the company's diverse offerings beyond coffee, including various drinks, 24-hour service, and loyalty programs. Next, it describes Dutch Bros' market offering, emphasizing its generous employee terms, drive-through service, friendly customer interactions, and content marketing. Finally, the assignment examines how Dutch Bros creates and captures customer value through speed, quality, and service, emphasizing its focus on building relationships and providing a positive customer experience. The assignment uses textbook references and external sources for support.

FPSE 1 Dutch Bros ANSWER SHEET INT 2020 S1
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1) Create a combined SWOT analysis from the information given in the case
Strengths (internal) Weaknesses (internal)
Distribution and reach: This organization has a
large number of stores in every state and
supported through the strong network of
distribution.
Cost structure: The company has the low cost
structure that helps to deliver the products at
low costs and make it affordable for everyone.
Low current ration: It presents that organization
capability to meet the short term financial
obligations that is lower compare to the average
of industry. This present that company will have
the liquidity issues in future.
Cash flow issues: Lack of financial planning
regarding cash flow lead to the particular
circumstances in which not sufficient cash flow
required compared to the unnecessary
unplanned borrowing.
Opportunities (external) Threats (external)
Barriers regarding business have minimized on
the import of products. It will minimize the
New development of the competitors within the
market pose the threat for the organization to
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FPSE 1 Dutch Bros ANSWER SHEET INT 2020 S1
incurred cost on production inputs.
Regulation within the market has reduced it will
make the easier for the business to carry out the
operations.
compelling with the future as customer attracted
to the new techniques.
Availability of the substitute products has
increased and decreased the organization
product consumption (Dutchbros, 2020).
2) List the range of ‘needs, wants and demands’ (Textbook 7 Edition pages 5 and 6) that coffee
buyers have, according to the data.
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FPSE 1 Dutch Bros ANSWER SHEET INT 2020 S1
This organization is not limited to the just coffee. This organization knows that customers not like
coffee only but variety of drinks. It also serves many drinks like smoothies, teas, Rebels, freezes,
Italian sodas, frosts, and many more. Dutch Bros provides many flavours to customers at cheap
and affordable price. This works according the drinks in all size to satisfy the requirements of the
customers. In today’s time customers like services at 24 hours. Most of the locations of the
company are opened 24 hours. The opening times of stores are accurate which customers like and
invite them on the regular basis with the effective services. In today’s customers like to gain best
and unique services. This organization runs the loyalty and reward program which help the
business to repeat more base of customers (The newsletter pro, 2020).
3) Describe Dutch Bros current ‘market offering.’ (HINT: Write down what the definition is for
‘Market Offering’ (Textbook 7 Edition pages 6 and 7) in your own words first).
This organization offers the effective generous terms to loyal employees as started to pay the
minimum wages. It also offers the franchisees terms which are too generous. It offers the option to
order from the window that helps the customers to take the product from the car or someone will
come to the window of customer and take the order. This organization is recognized for the
friendly services. This increases the smile on the face of employees and customers. This kind of
service offerings by organization creates the more chances for customers to become happy. It
focuses to connect with the customers by content marketing. It equip website by popular sources of
payment. This organization offers many methods regarding payment which are convenient for the
customers and popular within the online purchasing. This organization put helpful content which
relates to the coffee brewing approaches, recipes regarding drink, and new roasting trends that
satisfy the requirements of the customers (Bro-Marketing, 2020).
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FPSE 1 Dutch Bros ANSWER SHEET INT 2020 S1
4) How does Dutch Bros create value for its customers, and capture value from them in return?
(Textbook 7 Edition pages 4 and 5, including Figure 1.1)
Dutch Bros do the business activities to make the connection with the people and live to provide
the customers core values. This helps the business to satisfy the customer’s. For this organization
works to deliver the best experience to customers by increase the satisfaction level. This present
that organization run the coffee business but creates the good relationships. Values of the
organization increase the organization visibility.
Speed
Dutch Bros provides the best services with the high speed. Organization focuses on its services at
higher level to gain the competitive advantage. Organization moves very fast and serves with the
sense of urgency and ensures that customers spent quality time by speedily delivery of products
and services.
Quality
Organization already knows that product and quality services are mastered craft for success.
Customers like to perfect drink and eat the remarkable product and service every time by visiting
to the stands.
Service
Customers like the best services and like the positive interaction. Customer likes the best tastes in
food and beverages as the effective service.
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FPSE 1 Dutch Bros ANSWER SHEET INT 2020 S1
Bibliography
Bro-Marketing. (2020, 03 26). TRADITIONAL “BRO-MARKETING” PRINCIPLES . Retrieved from
theadstrategist: https://theadstrategist.com/bro-marketing/
Dutchbros. (2020, 03 26). Dutchbros Coffee. Retrieved from Dutchbros: https://www.dutchbros.com/
The newsletter pro. (2020, 03 26). Coffee and Customer Service. Retrieved from Thenewsletterpro:
https://www.thenewsletterpro.com/coffee-and-customer-service/
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