Coffee retail business is the most flourishing business in the economic recession. With every business facing difficulties in operations, coffee retail business enjoys growth. One such company is Pacific Coffee Company; subsidiary of China Resources Enterprise ltd. Due to the rapid growth of coffee consumption in the mainland China, the company has decided to blanket the market with company’s coffeehouses.
It was found that the marketing strategies of the company were to some extent focused on becoming the largest retail of coffee provider and to attract the customers towards the company’s products. By this it was concluded that marketing strategy can play an essential role in the success of the company and to do so effective and efficient marketing strategies are required for the company to live up to their dreams.
Some recommended strategies for the company were to enhance the implementation of technology into the business operations, expansion into new markets, diversification of the products, collaboration with banks, colleges and companies to allow selling of company’s products in their premises, promotional strategies, shifting the focus from retail business to under-serviced sectors, additional value creation and last but not the least online pre-ordering of the coffee to reduce the waiting time of the customers.
By implementing above mentioned marketing strategies the company would have a competitive edge over the other players in the market. These recommendations would help the company to be the leader of the market with profitability, growth and greater opportunities. Table of Contents Executive summary 1 Introduction 3 Methodology 4 Situational analysis 4 Segmentation, Targeting and Positioning (STP) 6 Segmentation: 6 Targeting: 6 Positioning: 6 SWOT analysis 7 Strengths 7 Weaknesses 7 Opportunities 8 Threats 8 Recommended Objectives and Goals 8 Recommended Marketing strategies and Programmes 9 Penetrating the Market 9 New Target Audience 9 Global Expansion 10 Collaboration with Banks, Colleges and Companies 10 Expanding the Coffeehouses in Mainland China 10 Additional Value Creation 10 Introduction of iPhone Applications 11 Product Diversity 11 Promotional Strategy 11 Increasing the Service Time 11 Focusing on under-developed Sectors 12 Conclusion 12 References 14 Introduction Coffee retail business is one of the fastest growing businesses even in such economic conditions (Roast Magazine, 2012). Being inspired from the American and European coffee culture, Pacific Coffee Company (PCC) set its foot in Hong Kong market in year 1992 (Pacific Coffee, 2012a). Being a pioneer in such market, the aim was to provide the customers with “the perfect cup of coffee” in order to meet the thriving demand of the customers. With the passage of time, the company was known for its quality and a competitive position in the Hong Kong market (Pacific Coffee, 2012a). The PCC’s expansion in the Asian region was another success for the company. Due to the strong brand reputation, the company was able to expand in China, Singapore and Malaysia. With the main focus on Hong Kong’s coffee market, the company operates more than 100 shops in Hong Kong with 130 outlets in China, Singapore and Malaysia (Pacific Coffee, 2012a). With future expansion plan, the company’s 80 percent shares were bought by China Resources from Chevalier Pacific Holdings (Leung and Lui, 2010). The aim of this expansion was to expand the business in China a lot faster and to be the China’s largest coffee-shop operator (Syed, 2010). In this report, marketing strategies of PCC would be assessed along with the value creation process of the company. The research would also highlight the key strengths and weaknesses of the company’s marketing strategies to provide significant information to the readers. Moreover, it includes the environmental analysis and recommendations for the company to improve the profitability, market share and value creation pr