Cafe Rosetta
Autor: Leela Nagar • March 18, 2015 • Research Paper • 3,290 Words (14 Pages) • 865 Views
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Table of Contents
Background…………………………………..…………………………………………….. 2
Customer Segmentation………………………………………………………………..….3
Business Environment: Direct Competitors…………………………………………...4
Business Environment: Indirect Competitors…………………………….…………...5
Business Problem…………………………………………………………………………..5
Decision Alternatives……………………………………………………………………….5
Recommendations…………………………………………………………………………..7
Implementation
- Product & Positioning……………………………………………………………….8
- Price…………………………………………………………………………………….10
- Promotion……………………………………………………………………………...10
- Channel & Placements………………………………………………………………11
- Financial Projections………………………………………………………………..12
Exhibits………………………………………………………………………………………...14
References………………………………………………………………………………….....21
Background
“About 83 percent of adults drink coffee in the U.S., the world’s biggest consumer of the beverage, up from 78 percent a year earlier, according to the National Coffee Association’s 2013 online survey. That’s an average of three cups a day per person, or 587 million cups.”1
Financial and technological investment into the coffee industry has been increasing. For example, tech luminaries Instagram Chief Executive Kevin Systrom and Jack Dorsey, a co-founder of Twitter and Square, invested over $55 million in San Francisco Bay Area based Philz Coffee in the last few years.3 The additional investment has coffee becoming more than just a caffeinated drink—it’s becoming an experience, a pastime, a passion. It is a $30 billion a year national industry, making coffee a luxury item, an ingredient, a disease-fighting antioxidant, and a social pastime.2
Even with the additional investment, “past-day penetration of coffee was stable in 2013 (63% vs. 64% in 2012)”1 according to the National Coffee Drinking Trends Report. In order to differentiate the way beer and wine manufactures have by making craft beers and boutique wineries, coffee companies and roasters have engaged in a quest to find rare and distinct beans and develop unique processes to maintain a competitive edge.
One company that has successfully differentiated itself is Espresso Vivace, a Seattle area coffee shop and roaster known for its high quality of coffee and roasting practices. Aiming to research, develop, and prepare coffee as a new culinary art, David Schomer—owner of and lead developer for Espresso Vivace and known as the coffee prophet—developed the Caffe Nico: a 4-ounce mixture of espresso, steamed half and half, orange and vanilla syrups, orange spritz, and cinnamon.4 The mix is highly regarded and very popular in the Seattle area.
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