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. ...