CoffeeFresh is a coffee Company that purveys coffee, and Offer a selection of premium teas and fine pastries.
It's the company’s goal for all of its coffee to be grown under the highest standards of quality.
The coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select the highest quality beans.
Marketing Mix
Product
The company sells coffee, Italian-style espresso beverages, cold blended beverages, as well as a selection of premium teas.
An espresso is a strong, black coffee that is brewed by forcing hot water through coffee grounds. It’s more concentrated, has more caffeine than regular
A Coffeefresh Latte is Espresso with steamed milk and foam.
A Caramel Macchiatto is a vanilla latte with less vanilla, extra foam and a caramel sauce on top.
A Coffeefresh Cappuccino is similar to a latte but with more foam.
Coffeefresh Mocha is an espresso, steamed milk and chocolate with whipped cream on top.
A Coffeefresh Coffee Frappuccino is Coffeefresh coffee, milk and blended with ice.
An example of Coffeefresh blended creams is the pumpkin spice frappuccino which includes pumpkin and traditional fall spices, mixed with milk and blended with ice, then topped with whipped cream and pumpkin spices.
Prices
Coffeefresh expects to maintain or lower the price of some of its most popular beverages, as certain espresso beverages;
Unlike the coffee, tea prices aren’t based on the size, instead it’s based on the number of tea bags, since water is pretty cheap in non-bottle form.
Place
The Coffee Holding Company is located in Perth, Australia..
Coffeefresh has branches in Melbourne, Sydney, Gold Coast and Brisbane.
Promotion
Coffeefresh started a community website, My Coffeefresh Idea, designed to collect suggestions and feedback from customers.
My Coffeefresh reward program allows members to earn a free drink after every 15 purchases at participating Coffeefresh stores.
External Environment Analysis
Opportunities
(a) Brand ExtentionThere are opportunities for Coffeefresh to extend its brand into Australia market to provide more variety to its loyal customers and potentially reach new customers. This will provide the company new opportunities for revenue growth to attain more market share.
(b) Growth in Coffee Market
The coffee industry has shown a growth of 12% in the last 12 months. This is further supported by a study stated that the Australia coffee market will grow by 8.9% per annum. With its huge Australia market share, the anticipated growth in the coffee market will offer Coffeefresh considerable opportunities for further growth and future expansion.
(c) Product Line ExtentionThis is crucial for growth and success to perform well with the immense competition in this market. There is vast opportunity for the company to extend its product line with varieties of products such as breakfast items, more flavors of beverages, hot chocolate variations, cocoa products, etcThreats
(a) Competition
Coffeefresh’ biggest potential competitor is BeloDonuts, with economic scale as they opened up stores in all over the world and had much more distribution centers. It is easy for them to launch into the coffee industry and take market share from Coffeefresh. (b). Change in Life Style
Consumer preference plays a huge role in the success or failure of companies in the food service industry. Health-related concerns regarding caffeinated beverages could reduce the demand for coffee. With more people opting for healthier life styles, the sales growth of Coffeefresh may be negatively affected.
Marketing objectives
One of the biggest challenges in Coffeefresh, as a strategic direction, is to encourage people to visit the store and to raise awareness about the brand.
According to this, the company has as marketing objectives:
1)Market penetration, selling more to new customers and increasing the target market through marketing
