Strategic Marketing Report for Dare Iced Coffee: Analysis and Strategy

This strategic marketing report examines Dare Iced Coffee, a food and beverage manufacturer. The report begins with an executive summary and an introduction to the company, its vision, and its market position. It then presents a detailed analysis of the company's strengths, weaknesses, opportunities, and threats (SWOT). The report delves into the competitive landscape, highlighting key issues and challenges faced by Dare Iced Coffee. Strategic recommendations are provided, focusing on areas such as advertising, communication strategies, and overall business development to enhance sales and success. The report includes an activation plan and concludes with a discussion of strategic implementation, evaluation processes, and control measures. Finally, it provides recommendations for improving the company's marketing strategies, particularly within advertising and communication, to develop both internal and external strategies.

Running head: STRATEGIC MARKETING
Strategic marketing
Name of the student
Name of the university
Author note

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Executive summary
The report is the strategic marketing report of Dare Iced Coffee. The report consist of the
brief description about the company using the business style format. The report consists of
the strategic recommendation that will enable the company to increase the growth of the
company. It is based upon the strategic marketing concept. It further include the activation
plan that turns out to be helpful for the company. The report consists of the key issues faced
by the company and the present visions and mission of the company. The report further
analyses the problems and the opportunities that have been identified from the business
strategy. The report consists of the strategic development and the strategic implementation of
the business. It is inclusive of the evaluation process of the strategies and the control
measures of the same. The report concludes with the recommendations that can be applied to
improve the strategy. The report concludes with a recommendation in the areas where the
company can make changes in order to improve their sale and success. This include the
advertising strategies and the communication strategies within the organization. This implies
the development of the internal as well as the external strategies.

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Introduction:
The food and beverage manufacturer Lion has launched a new product in the DARE
range, DARE Cold Pressed Coffee (Dare Iced Coffee 2018). The vision of the company is
to bring the cold press coffee process from the boutique cafes to the mainstream. The
aim of the company is to create a new segment within the dairy beverage category. It aims to
provide an opportunity for the convenience and grocery retailers to capture a drinking
occasion for the 25 to 35 year old urban professionals. The strength of the company is it is
made from fresh milk and it is served in huge amount. In the year 2017, the company won the
grand Eiffie award. The report proposes the study of the marketing aims of the company
and effective recommendation of the same. This include the strategic development, the
strategic implementation and the strategic control and evaluation. The biggest opportunity of
the company is the double Espresso. This is new in the market and it has been termed as the
innovative concept. The Dare Iced Coffee Espresso was named as the champion Flavoured
Dairy Drink at the 2018 Australian Grand Diary Awards. They have turned to be the top-
selling iced coffee. The other opportunity of the company is the multiple products it has. It
has Dare Double Espresso, Dare Espresso, Dare Mocha, Dare Raw that has natural
ingredients and Dare Cold Pressed. It is served in huge quantity minimum starting from 250
ml. The company holds 36.5 % share of convenience milk beverage market in Australia
(Chang and Chen 2015).
The DARE Cold Pressed Coffee have many competitors in the market. Many
emerging café in Australia follow the concept of cold pressed coffee that is liked by the
young generation. They are the biggest competitor. The promotional activities of the
company should be innovative and effective. The promotion should be done in newspapers,
hoardings as well as in the social networking sites. The promotional activities might surpass
the strategies of the competitors (Jefferies 2015). The company was facing a problem to reach

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out to the target audience and make a mark in the competitive market. They were unable to
grow the insight among their audience. This idea was not new in the market. This idea
already existed in the market, therefore it was difficult for them to cope up with this. The
coffee of the company is made of coffee powder that is blend of Robusta and Arabica coffee
beans. This gives dare more caffeine than brands made with only Arabica. The amount of
more caffeine might not be preferred by many people. This can be termed as a problem that
existed in the company (Crane and Matten 2016). The strength of the company is the
innovative concept it has. The company produces the best quality coffee made out of pure
dairy product. The weakness of the company is the increased amount of caffeine it has which
might be harmful and not liked by all. The company has the opportunity to explore itself in
the places where it has not yet explored itself. There are many other leading cafés that have
the same concept. This can turn out to be the biggest threat of the company (Aversa and
Haefliger 2017).

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References
Aversa, P. and Haefliger, S., 2017. Business Model Portfolio Diversification. working paper,
Cass Business School, London.
Chang, W.L. and Chen, S.T., 2015. The impact of World Café on entrepreneurial strategic
planning capability. Journal of Business Research, 68(6), pp.1283-1290.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Dare Iced Coffee. (2018). Dare Iced Coffee. [online] Available at:
http://www.dareicedcoffee.com.au/product/ [Accessed 19 May 2018].
Dobson, J.C., 2014. The new dare to discipline. Tyndale House Publishers, Inc..
Jefferies, M., 2015. Cold Coffee. The Prairie Light Review, 38(1), p.47.