Phân tích chiến lược marketing của Gloria Jean's

7/25/2019 Phân tích chiến lược marketing của Gloria Jean's

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Fundamentals of MarketingSection: - B Group No: - 5

Names Registration No

{1} Osama Sohail L1F0BB!"#005

{#} Somia $%rahim L1F0BB!"#0&'

{&} !rslan (u))um L1S0'BB!"#011{*} Ra+iah ,aammal L1F0BB!"001.

Su%mitte/ to: - Sir !gha "ehmoo/ !li

!ssignment No: - 1

!ssignments ,opic: - urrent situation

anal)sis o2 an organi+ation 3hose pro/uct is a

ser4ice

Su%mitte/ at: - 1#th

No4em%er #00'



,opics o2 !ssignment

. 6s o2 ser4ices: -

7a8 6ro/uct

7%8 6rice

7c8 6lacement7/8 6romotion

7e8 6eople

728 6rocess

7g8 6h)sical 9n4ironment6h)sical

94i/ence

;i22erentiation6ositioning

!nso22 "atir<

BG "atri<

S=O, anal)sis



History of Coffee: -,he history of coffee has %een recor/e/ as 2ar %ac> as the

ninth centur) !t 2irst? co22ee remaine/ largel) con2ine/ to

9thiopia? 3here its nati4e %eans 3ere 2irst culti4ate/ %)

9thiopian highlan/ers @o3e4er? the !ra% 3orl/ %egan

e<pan/ing its tra/e hori+ons? an/ the %eans mo4e/ intoAemen? 3here until ca 1.00 the maor emporium 3as "ocha?

an/ thence to North !2rica an/

3ere mass-culti4ate/ From there? the %eans entere/ the $n/ian an/9uropean mar>ets? an/ the popularit) o2 the %e4erage sprea/

Origin of the word: -,he 3or/ co22ee entere/ 9nglish in 15' 4ia ;utch koffie ,his 3or/ 3as create/ 4ia,ur>ish kahve? the ,ur>ish pronunciation !ra%ic qahwa? a truncation o2 qahhwat al-bun or

wine of the bean One possi%le origin o2 the name is the Cing/om o2 Ca22a in 9thiopia?

3here the co22ee plant originate/D its name there is bunn or bunna

From the a%o4e paragraphs? a certain truth is re4eale/ that co22ee is actuall) a E/rin> o2the east not o2 the 3est ! certain misconception is 2oun/ in the su%continent that co22ee is

actuall) a /rin> originate/ 2rom the 3est 3hile the /rin> 3as properl) %re3e/ an/ ma/e %)

the !ra% tra/ers an/ Su2is 3ho usuall) /ran> the co22ee to sta) a3a>e 2or their night pra)ers

9sta%lishment o2 Gloria eans

Gloria eanHs o22ees 3as 2oun/e/ %) Gloria ean C4et>o in 1'.' in hicago? IS!

Gloria eanHs o22ees %egan as a small co22ee an/ gi2t shop in hicago IS! 3hich no3

has o4er 110 locations throughout the IS Gloria eanHs o22ees IS! is o3ne/ %);ie/rich o22ee? $nc locate/ in $r4ine? ali2ornia $n earl) 1''? Gloria eanHs o22ees

!ustralia 2ranchise/ its 2irst store an/ 3ithin si< )ears ha/ opene/ 15 stores o3ne/ an/

operate/ %) more than 100 2ranchisees $n #00&? a 2ranchise opene/ in ;ar3inD this meant

that the %ran/ 3as no3 esta%lishe/ in e4er) !ustralian state an/ territor) $n #00. Gloriaeans ma/e its 2irst /e%ut at ;e2ense in Lahore





6rice: -

!s compare/ to the prices o2 other locall) o3ne/ a2esK li>e Fre//)s a2

an/ o22ee? ,ea an/ ompan)? their prices are reasona%le

Cafes" PricesGloria eans Rs #00-500

o22ee? ,ea an/ ompan) Rs 500-'''

Fre//)s a2e Rs 500-'''

6lacement: -

,his place houses not onl) stu/ents 3ho are there to rela< a2ter the te/ious hours o2stu/)ing? %ut also %usiness men o2 an) classD %ut mostl) e<ecuti4e class Isuall) the real

loa/ comes at night 3hen the /a)s 3or> is /one an/ its time to hang out Gloria eans

has place/ its t3o stores 3here most people come out an/ that are Gul%erg an/ ;e2ense

in Lahore

6romotion:

Gloria eans go 2or promotion parties? ne3s? internet? ra/io? %ill%oar/s ,he) use

maga+ines as their plat2orm o2 a/4ertisement ,he) ha4ent opte/ 2or tele4ision 3here

there are millions o2 4ie3ers to catch the sight o2 Gloria eans %ut as their target mar>et is

small? that onl) inclu/es high class? upper lo3er class an/ sometimes mi//le class the)

cannot a22or/ to spen/ mone) in tr)ing to attain the customers that are not in their target

,he) also gi4e 2ree seminars an/ lectures to stu/ents to ma>e them a3are that co22ee is as

eJual a "uslim heritage as tea is

,he) o22er the 2ollo3ing /eals to attract customers

#ooks and Coffee - Students $iscount %&'(

#)adies $ay Out-$iscount %*'(

#Midnight +,traagan.a-% small free dink after /uying regular drink(



6eople: -



Bac>groun/ music? people chit chatting com%ine/ 3ith the smell an/ soun/ o2 2resh co22ee

%eans %eing groun/e/ /e2ines Gloria eans 4isitors Gloria eans has a mi<e/ clientele o2

all agesD chil/ren come 2or the /elicious /esserts an/ ca>es? pro2essionals an/ %us)

e<ecuti4es /rop in 2or a cup o2 co22ee %e2ore hea/ing %ac> home in the e4ening an/ groups

o2 2ashiona%le aunties eno) their little gossip session in a corner o2 the ca2 Stu/ents o2 all

ages 4isit at Gloria eanHs o22ees outlets not ust 2or group /iscussions? home3or> or 2or

proects %ut also to hang out an/ ha4e

2un Ne4ertheless? all is goo/ as long as its ser4ing its purpose o2 gi4ing the people some peace

o2 min/ an/ entertainment at the same time ,here are no 3aiters to ser4e the customers

ustomers ha4e to or/er at the counter an/ the) get their /esire/ 2oo/ item in 2i4e to

2i2teen minutes 0lmost 1&& people isit this caf2 eeryday and the num/er increases

on special holidays(

!arget Segments Characteristics

!ge #5-&5 an/ ol/er Sometimes chil/ren

$ncome Rs &5000-M5000

Social lass Stu/ents? Business an/ =or>ing lass

Gen/er "ale an/ Female



6rocess: -,he process o2 ma>ing co22ee at the counter is simple %ut the comple<it) comes 3hen the

co22ee has to %e importe/ 2rom the !ustralian 2arm itsel2 2or Gloria eans is a 2ranchise

compan) an/ accor/ing to stan/ar/ rule the co22ee has to %e ma/e e<actl) the same 3a)

using e<actl) the same material an/ proce/ure ,he co22ee %eans are %ought at goo/ rates2rom the Rain Forest

!lliance 2arms ,he 2armers that arent pai/ accor/ing to the crop %ecome 4er) poor an/

thus are not a%le to pro/uce goo/ Jualit) crop )ear a2ter )ear ,his alliance 3as ma/e to

support the 2armers %) pa)ing goo/ an/ reasona%le prices 2or Jualit) co22ee %eans Follo3ing

are the proce/ures applie/ to o%tain the co22ee %eans: - 6oint to %e ta>en that the co22ee is

grin/e/

2reshl) an/ po3/ere/ co22ee li>e Nesca2e is not use/ to maintain Jualit) o2 the co22ee

3oasting

Picking of

Coffee eans

Packaging

;rin>ing ,he customer

then can or/er his co22ee on

the counter an/ the process

onl) ta>es 15 minutes 2or

the preparation ,his 3hole

process is Sel2 Ser4ice? no

3aiters are appointe/ 2or it

onl) the co22ee ma>ers are

at the counter so that the

customer can 2eel the truetaste o2 co22ee ust %)

ma>ing his choice on the

counter

Grin/ing





ϕ !nso22 "atri<: -

!ccor/ing to the current situation? there 3ere alrea/) man) restaurants

%esi/es a2s that ser4e co22ee? so the entr) o2 Gloria eans is no surprise that

it actuall) entere/ the current mar>et 3ith the current pro/uct ie co22ee thus

it is a "ar>et 6enetration



ϕ BG "atri<: -

@igh

:

Cofee

Lo3

@ighMarket Share Lo3

!ccor/ing to BG matri<? Gloria eans is actuall) in the ash o3 sector Gloria eans

come to 6a>istan almost # )ears ago? in #00. an/ 3ith a large %ang it got its reputation

among the elite class o2 the societ) as the most e<cellent o22ee ma>er But a2ter its entr)?

the mar>et share has escalate/ %ut the gro3th is still negligi%le $ts %ecause that the class

that the) ha4e targete/ is consi/ere/ as Niche sector in 6a>istan !lso 6a>istan is still a ,ealo4er rather than a o22ee Lo4er Besi/es co22ee there are still some %e4erages that people

ha4e consi/ere/ them as part o2 their /ail) li4es li>e o>e? uices an/ the li>e Lea4ing

them 3oul/ %e li>e lea4ing 3ater? in

literal sense ,he most ri/iculous pro%lem that remains is that most people consi/er o22ee

as the E=estern St)le an/ tra/itional min/set o2 the people are not )et rea/) to accept this

alien /rin>D although histor) spea>s 2or itsel2 that o22ees %irth 3as in the $slamic Cing/om

Gr o

3th



in 1Mth

centur) %ut most people /ont >no3 !n/ so Gloria eans is still struggling at the

gro3th stage



ϕ S=O, !nal)sis: -

1Strengths

ℑ Bac>3ar/ $ntegration

ℑ $nternational co22ee 2irm

ℑ omparati4el) lo3 prices

ℑ 6ioneers in 6a>istan

#=ea>ness

ℑ ulture

ℑ Lo3 num%er o2 2ranchises

ℑ atering 2it into short range o2

group

&Opportunit)

ℑ Gro3th

ℑ !cceptance o2 the o22ee

ulture

*,hreats

ℑ Securit)

ℑ Large num%er o2 competitors

ℑ Lac> o2 a3areness among

people

ℑ Re/ ,ape

Strengths =ea>nesses

Opportunit) ,hreats

Documents

Phân tích chiến lược marketing của Gloria Jean's