This essay Components of the Marketing Plan has a total of 1950 words and 12 pages.
Components of the Marketing Plan
I. Situation Analysis: Where are we now?
A. Historical Background
The coffee tree is native to Ethiopia. From there it spread throughout the Middle East. Until the 17th
Century all the coffee of commerce came from Arabia. Slowly, the efforts of Dutch merchants spread
cultivation to the East Indies. Coffee cultivation began in the Americas in the early 1700’s.
Most of the coffee trees of the Western Hemisphere are said to be descended from a single plant. It was
carried from a botanical garden in France to the island of Martinique in the West Indies by Capt. Gabriel
Mathieu de Clieu, a young military officer. He kept the tree alive during an arduous voyage by sharing with
it his limited ration of drinking water.
Coffee cultivation spread quickly through the West Indies in the next few years. Coffee was the first grown
in Brazil in 1729. Brazilian coffee exports achieved importance by 1809, and since the mid-1800’s Brazil
has by a considerable margin been the world’s leading coffee rowing nation. Between 1850 and 1900 other
Latin American nations developed extensive coffee plantations. Commercial coffee growing began in
central Africa about 1900. Africa, however, became a major source of coffee only in the period following
World War II.
The origin of man’s use of coffee is lost in the timeless legends of the Middle East. One of the most
appealing relates that some monks, after observing the liveliness of sheep which had eaten coffee cherries,
began to eat the cherries to help keep themselves awake through long nights of prayer. Consumption of
coffee probably began by the 6th century AD. A reference to coffee appears in a medical manuscript of AS
900. It was first used as a food, as a medicine, and as an ingredient in wine. Coffee as a beverage similar to
that of today - a water extracted of roasted beans - appeared around 1300. In the middle political
discussion. Rulers periodically attempted to suppress them; King Charles II of England termed
coffeehouses seminaries of sedition.
When it became known that roasting coffee beans brought out their flavor, roasted beans were crushed,
boiled in water, and then consumed grounds and all. Spices were often added to the brew. In Egypt soon
after 1600, sugar was added to cut the bitterness of coffee. The use of milk became common in the late
1600’s. In Scandinavia and colonial America, eggs were added to reduce bitterness.
Espresso, which is brewed by forcing steam through finely ground darkly roasted coffee beans, became
popular in the 1940’s. It was the main beverage served in the coffeehouse that began to flourish near
college campuses. Again the centers of literary and political discussions, as well as poetry and folksinging ,
coffeehouse were favorite spots for the beatniks and hippies of the 1950’s and 1960’s.
B. Consumer Analysis
Bad Ass Coffee Company products are attempting to serve the serious coffee drinkers out there. We are
trying to focus of course on the older generation as well as the younger generation of coffee drinkers in the
United States today. We want to try and aim our coffee more toward the younger generation of coffee
drinkers since more and more young adults are starting to drink coffee.
a. The Bad Ass Coffee Company distribution channel can be segmented into 4 categories.
· Independent retailers
· Mass Merchandisers
· Our personal market customers
b. Bad Ass Coffee Company will be targeting the independent retailers as well as the supermarkets and
hope start our own brand name stores around the world.
c. The people who would probably enjoy our products the most would most likely be the baby boomer
type era. We would like to aim our products more toward the new generation of coffee drinkers to come.
d. Kids and minorities are not really going to be targeted as much as the young adults but everyone will be
recognized as a coffee drinker by our company.
e. The serious coffee drinker buys an average of 5lbs of coffee a week. Our goal is to try and raise this
average with the bad ass coffee name in every household.
C. Competitive Analysis
Some firms are forced to develop unique distribution channels because of inadequate promotion of
their products by independent marketing intermediaries. Not Bad Ass Coffee Company, we add a direct
sales force through selective distribution. We only sell our coffee to a limited number of retailers. In order
to get Bad Ass Coffee you must got to one of our many coffee houses
Topics Related to Components of the Marketing Plan
Crops, Coffee, Arab culture, Specialty coffee, Coffee production in Indonesia, George Howell
Essays Related to Components of the Marketing Plan
Introduction The Allied invasion of France on JuneIntroduction The Allied invasion of France on June 6, 1944 is variously known as D-Day, the Longest Day, Cross-Channel Attack, and probably some others as well. It was the largest single military operation of World War II. Hence, the Normandy beaches are a must stop if you get anywhere close to France. The 50th anniversary celebration in 1994 generated a lot of hype. The recent movie Saving Private Ryan rekindled that interest. However, the landing always held a special niche going back to the e
Slave LifeSlave Life The warm climate, boundless fields of fertile soil, long growing seasons, and numerous waterways provided favorable conditions for farming plantations in the South (Foster). The richness of the South depended on the productivity of the plantations (Katz 3-5). With the invention of the cotton gin, expansion of the country occurred. This called for the spread of slavery (Foster). Slaves, owned by one in four families, were controlled from birth to death by their white owners. Black men,
The Populist Party, a third political party that oThe Populist Party, a third political party that originated in America in the latter part of the nineteenth century, derived as a result of farmer discontent and economic distress. This was caused by the country\'s shift from an agricultural American life to one in which industrialists dominated the nation\'s development. The public felt as if they were being cheated by these robber barons, a term given to those who took advantage of the middle and lower classes by boldly stealing the fruits of
The American RevolutionThe American Revolution The American War was fought from 1776 to 1778 but the Revolution occurred much before the war. John Adams best described the revolution when he said: But what do we mean by the American Revolution? Do we mean the American war? The Revolution was effected before the war commenced. The Revolution was in the minds and hearts of the people...This radical change in the principles, opinions, sentiments, and affections of the people, was the real American Revolution. Thus, The A
A Lifetime of Change- American DreamsA Lifetime of Change- American Dreams The quest for truth and Justice, for social and economic equality. A place where everyone had a fair change at making it big. America! America! The land of the FREE and the home of the brave, set your sail and travel to the New World of wonder and where your wildest dreams come true. Through the eyes of Peter Noyes you can see a drastic change in America. Within his lifetime the American Dream became real, and the ways of life became a lot better. When Peter
Often times people tend to look at a work of art aOften times people tend to look at a work of art and only see a picture. Later, if one looks closer a clear message or meaning is depicted by the artist. Thomas Hart Benton’s work, Cradling Wheat, for example is just a picture at first glance, but as one examines the painting closer, the story behind it becomes evident. This tempera and oil on board composition illustrates four men in a field threshing and bundling wheat. Benton draws the viewers eye forward by placing the characters in the fore
The gap between rich and poor in the world today.The gap between rich and poor in the world today. In the world of 1995, there are still huge differeces between rich and poor, developed and less developed countries. But why? Who is to blame? What can we do about it? Many things have been tried out to solve these problems, but does it work? It seems bizarre, that we, modern, intelligent people, have not yet succeded to get rid of the differences between DCs (developed countries) and LDCs (less developed countries). We try, don\'t we? Every year
Peter CalabresePeter Calabrese Economics 101 Dr. Maglione March 22, 2000 How has your life changed since 1991? Have you noticed: an increase of material goods around your house, a new car in your driveway, or a little bit bigger gut due to eating more prime rib and filet mignon. If you have answered yes to any of these questions you are among the millions that have benefited from the economic boom. The economic boom refers to the period of economic expansion that started in March of 1991 and is still happening
The Economy Of The Czech RepublicThe Economy Of The Czech Republic The government of the Czech Republic faced a political and financial crises in 1997 shattered their image as one of the most stable and prosperous post-Communist states. This somewhat new republic, despite the financial tribulation, has been able to reduce their inflation to 10 percent, formed a balanced budget, and hold unemployment down to only 3 percent, since their break away from the former Czechoslovak federation on January 1, 1993. The country’s gross dom
TABLE OF CONTENTSTABLE OF CONTENTS Letter of Transmittal..................................................... iii I. Introduction............................................... 1 II. Five Careers for a Graduate of Agricultural Studies. 1 A. Self-Employed Farmer............................ 1 B. Sales (Equipment, Chemical, Seed)............. 1 C. Ground Truthing Manager........................ 1 D. Teacher.............................................. 2 E. Farm Manager...................................... 2 III.
Genocide in RwandaGenocide in Rwanda The definition of genocide as given in the Webster’s College Dictionary is The deliberate and systematic extermination of a national, racial, political, or cultural group. This definition depicts the situation in 1994 of Rwanda, a small, poor, central African country. The Rwandan genocide was the systematic extermination of over eight hundred thousand Tutsi, an ethnic group in Rwanda, by the Hutu, another ethnic group in Rwanda. In this essay I will briefly describe the hist
English 102English 102 Jeff Stayton Section 39 February 15, 2000 Why Reconstruction failed The reconstruction of the south was the period during and after the Civil War where several different groups in the government tried to solve the economic, political, and social problems that arose as a result of the Civil War. It was a time of disorder and chaos. Southern whites rejected all forms of equality and blacks wanted nothing but full freedom and land of their own. This led to frequent and inevitable riots.
The Great WallThe Great Wall In the year 221 B.C.E., there was a great ruler over the Ch\'in kingdom in China, named Shih Huang Ti. Shih was power hungry and wanted more land so he gathered his army and captured the surrounding kingdoms. As the ruler of so many kingdoms he became the first emperor of China. Shih showed his tyranny when he burned all history books to insure that his people and future generations would only remember him and none of the earlier rulers. He had a strong army but the fierce tribes
The Egyptian CivilizationThe Egyptian Civilization Egyptian civilization formed along the Nile river and the earliest traces of human life in that region are from the Paleolithic Age, (Old Stone Age), about 300,000 B.C., at the very edges of the Nile Valley. Beyond, on both sides of the river the land was and still is desert. At that time the people moved from place to place, ate berries, roots, and any animals they could find, but stood close to their lifeline, the Nile. The lands along the Nile were rich enough to be
Sherman’s March to the SeaSherman’s March to the Sea George M. Hovsepian December 14, 1998 Sherman’s March to the Sea On November 15th, 1864 Major-General William Tecumseh Sherman, commander of the Grand Army of the West, embarked on a raid which would become known as the march to the sea designed to cut a 60 mile wide swath from Atlanta to Savannah. Once in Savannah he would turn north through South and North Carolina and on into Virginia to help Grant defeat Lee at Richmond. As Sherman’s soldiers were leaving Atlanta,
On March 10, 1821, President James Monroe appointeOn March 10, 1821, President James Monroe appointed General Andrew Jackson to take possession of Florida and gave him the full powers of governor. Jackson accepted the office only on the condition that he could resign as soon as the territorial government was organized.(1) On July 17, 1821, Spain transferred Florida to the United States, and Jackson sent his resignation to the president in November. In all, Andrew Jackson visited Florida only three times: in 1814 during the War of 1812, in 1818
There are two main reasons why the Neo-Assyrian EmThere are two main reasons why the Neo-Assyrian Empire became so powerful between 934 – 610 B.C. First, through this era, the power of Assyria was largely dependant on the success of its army (Saggs, 1962). Winer (1961) states that the Assyrian military perfected the art of war. During this time period, some 180 punitive expeditions or campaigns were launched against foreign foes, rebellious vassals or other anti-Assyrian groups (Olmstead, 1923). Second, the Assyrians developed an efficient and
The European colonies in the Americas were built uThe European colonies in the Americas were built upon the backs of the African slaves whose unpaid labor produced immense capital for Atlantic economies. Taken from their African homelands and thrust into the Americas, Black slaves labored under the hot Western sun to produce cash crops to add to the coffers of others. The slaves had no economic incentive to produce for their masters. To provide the necessary motivation, the slave masters relied above all on violence to coerce their slaves into
I am a person who believes that all people shouldI am a person who believes that all people should be treated fairly. I believe in the freedom of thought, the freedom of religion, the freedom of speech, but most of all the freedom to control ones own destiny. During his dictatorship Joseph Stalin stripped his people not only of freedom of thought, religion and speech, but of many other rights as well. Although Joseph Stalin managed to bring about great changes in a very short period of time, I believe that the results were not worth the price
In the never-ending search for energy sources, thIn the never-ending search for energy sources, the invention of the steam engine changed the face of the earth. (Siegel, Preface) The steam engine was the principal power source during the British Industrial Revolution in the 18th century. The steam engine opened a whole new world to everyone. The steam engine maximized production, efficiency, reliability, minimized time, the amount of labor, and the usage of animals. The steam engine in all revolutionized the Eastern Hemisphere, mainly Europe
Nathan LaFolletteNathan LaFollette During the first battle of Bull Run the Union troops ran in full retreat back to Washington DC. During this time General Lee told president Davis that give him ten thousand troops and he would capture Washington DC, Davis thought he was kidding and just laughed him off. Had Davis not been mistaken our country might very well be split in half. That is just one of the massive blunders the South committed during the war. Some of the other problems the South had during the war was
Why the North won the Civil War You Are Bound toWhy the North won the Civil War You Are Bound to Fail. Union officer William Tecumseh Sherman to a Southern friend: In all history, no nation of mere agriculturists ever made successful war against a nation of mechanics. . . . You are bound to fail. (Catton, Glory Road 241) The American antebellum South, though steeped in pride and raised in military tradition, was to be no match for the burgeoning superiority of the rapidly developing North in the coming Civil War. The lack of emphasis on man
Throughout history, music has made dramatic impactThroughout history, music has made dramatic impacts on the way civilizations and communities function and behave. Likewise, the behavior and attitudes of people in a community add to the flavor and attitude of the music made within the culture. Examples of this sort of connection include the Baroque era in Europe, where the character of the common citizen and the music were very refined and structured, or in England during the 70?s, where the citizens and the music displayed anger and revolt aga
Creating the PastCreating the Past Ancient Egyptians and Norsemen along with all other cultures believe that the world and all that lies there in was created by a Supreme Being or force. For most people faith alone is not enough to base their very existence on; people want to know why, how, and all of the details. It is only human nature for a person to be curious and want to know why something happened the way it did. Curiosity is the reason the Egyptians and Norsemen began to write or create myths and deities.
KENYAKENYA Kenya is in the heart of African safari country and no Tarzan movie can prepare you for Kenya\'s wilderness. I chose Kenya because someday I want to go on a safari and I thought that by researching Kenya I would learn a little more about safaris. The major tourist attractions in Kenya are the safaris. No other country contains a greater variety of birds and animals than Kenya, home of the Safari. Kenya has about eleven different types of safaris: Wildlife Safaris, Orinthological Safaris/Bi
THE CAUSES OF THE CIVIL WARTHE CAUSES OF THE CIVIL WAR The tragic ‘fireball in the night’ imagined by Jefferson had finally rung. The Missouri Compromise had failed. Proslavery and antislavery civilians clashed in the streets and took up arms. Thousands of Northerners were willing to die for their beliefs. The Civil War had begun. The states were at war with each other. This dividing battle between the North and the South was unavoidable. The Civil War was caused by economic, political and moral problems. It all started
Global WarmingGlobal Warming Human kind has entered a brand new relationship with the earth. The constant and increasing pressures we are exerting threaten our planets ability to sustain life itself. Change-in the way we think , and in the way we live-is needed now. Global warming is the most urgent environmental problem the world will face in the next decade and the next century. Few, if any, trends are more important to our future than climate change caused by human activities. Scientist around the world ar
Thursday October 24 1929 is a Day that was later kThursday October 24 1929 is a Day that was later known as Black Thursday. Black Thursday was the day a small crash occurred at the New York stock exchange. However Black Thursday Would turn out to be nothing compared to what awaited America and its economy on the following Tuesday. America was about to enter her darkest days the Great Depression. Sena Peterson my great grandmother was just an eighteen-year-old young lady living on her fathers corn farm in Iowa. Far away from New York and t
Analysis of the Immigration ProblemAnalysis of the Immigration Problem The world has gone through a revolution and it has changed a lot. We have cut the death rates around the world with modern medicine and new farming methods. For example, we sprayed to destroy mosquitoes in Sri Lanka in the 1950s. In one year, the average life of everyone in Sri Lanka was extended by eight years because the number of people dying from malaria suddenly declined. This was a great human achievement. But we cut the death rate without cutting the bi
Deforestation’s ImpactDeforestation’s Impact PSC 391 May 1, 2000 Deforestation is the permanent destruction of indigenous forests and woodlands.(WWF) Currently, forests cover approximately one fifth of the world’s land. Forests provide us with many products we use in our everyday lives. They also provide for us in other ways such from helping stop soil erosion to providing us with medical drugs, dyes and fabrics.. Humanity depends on the survival of a healthy ecosystem and deforestation is causing many social, econom
Genetic Engineering Awareness WeekGenetic Engineering Awareness Week What are you Eating? Campaign for Food Safety and Awareness General Education Honors Project Project Proposal March 31, 2000 Table of Contents Introduction___________________________________________________________ 3 The Project___________________________________________________________ 3 Significance___________________________________________________________ 4 Evaluation____________________________________________________________ 5 Team Budget_________________
Life is ChangingLife is Changing Global warming is the most urgent environmental problem the world is facing. Few, if any, trends are more important to our future than climate change caused by human activities. This change is not beneficial. This warming trend occurring because of the buildup of greenhouse gases primarily carbon dioxide, methane, and nitrous oxide- which is a direct result of humans and the Industrial Revolution (EPA, 2000). These gasses are emitted profusely into the atmosphere by factories,
The story of El Niño begins on the eastern marginsThe story of El Niño begins on the eastern margins of the Pacific Ocean. For centuries, Peruvian fishermen have known that the usually cold and nutrient rich waters from time to time become exceptionally warm, accompanied by collapsing fish stocks. At the same time, torrential rain and flooding of the rivers of the Andes occur. This abnormal situation returns every 3-7 years and, since the event usually peaks around Christmas, the fishermen named the phenomenon El Niño (el niño is Spanish for bo
Hydroponics: Gardening Without SoilHydroponics: Gardening Without Soil Have you ever thought of growing plants without soil? A science known as hydroponics will allow you to do just this. Hydroponics systems have been used since the time of the ancient Babylonians who used them to used them to grow their famous hanging gardens. Today, all around the world, fruits, vegetables, flowers, and ornamental plants are grown using hydroponics. The word hydroponics was derived from the Greek words hydros, meaning water, and ponos, meaning
Kudzu is a major threat to Michigan. In this reporKudzu is a major threat to Michigan. In this report I will discuss many factors as to why kudzu is a threat, and what we as a state can do about it. The reason I chose this topic was that I have lived in the south for most of my life, and have seen the effects of Kudzu. This plant is very threatening to us agriculturally as well as economically, and we need to deal with this problem now, before it spreads up into the beautiful landscape of Michigan. Kudzu is a climbing, semi-woody, perennial vin
Clover, growth rate, inoculation with Nitrogen fixClover, growth rate, inoculation with Nitrogen fixing bacteria in Nitrogen deficient conditions Nitrogen Fixation was proved to increase the growth of clover plants over a ten-week experiment in Nitrogen deficient conditions. The Hypothesis was proved correct with no difficulties encountered. Nitrogen is approximately 78% (volume) of dry air. It is present in the protoplasm of living matter and the compounds contained in Nitrogen (Nitric Acid, Explosives, Cyanides, Fertilisers and Protein) are n
Science is a source that continues to radically imScience is a source that continues to radically improve the state of mankind. It has allowed for advances in production, transportation, and even entertainment, but never in history will science be able to so deeply affect our lives, as genetic engineering will certainly do. Genetic engineering is a safe and powerful tool that will bring forth amazing results, specifically in the field of medicine. It will bring in a world where gene defects, bacterial disease, and even aging are a thing of the
With the ever-increasing problem of pest control,With the ever-increasing problem of pest control, it is clear that some form biological must be implemented in order to help farmers. This biological control must be able to effectively control the pest population, this means not killing them but rather never letting the pest populations get too large. Through computer-simulated programs the Spider Division of Frankenstein, Inc. was able to genetically create a spider that genetically perfect for biological control. This paper will discuss the m
From Heaven to HellFrom Heaven to Hell In the United States we often look to European and African countries for examples of dictatorship, civil war, inequality and genocide. In the 1990s, several countries experienced mass exodus, civil war, race war, religious war, and genocide. Yugoslavia’s Serbian population attempted to cleanse itself of Muslims and Croats, in Rwanda the Hutu population exterminated almost the entire Tutsi population, while in East Timor and several other countries refugees fled from the tyran
The rainforests are very important to the world foThe rainforests are very important to the world for many reasons, most of them being very simple. One major reason is that the plants in the forest turn carbon dioxide into clean air, which helps us fight pollution. Also, by absorbing carbon dioxide, the rainforests help deter the greenhouse effect. The trees of the rainforest store carbon dioxide in their roots, stems, branches, and leaves. The plants and animals of the rainforest also provide us with food, fuel wood, shelter, jobs, and medicin
Slavery is the SouthSlavery is the South Essay #3 Slavery played a dominating and critical role in much of Southern life. In the struggle for control in America, slavery was the South’s stronghold and the hidden motive behind many political actions and economic statistics. By dominating Southern life, slavery also dominated the economic and political aspects of life in the South from 1840 to 1860. By the 1840’s and 50’s the Southern economy had almost completely become slave and cash crop agriculture based. Without
Will the World Starve?Will the World Starve? Looking out a window upon a barren desert, a dry wasteland unfolds as a carpet to nowhere. Abandoned cities dot the horizon, as the ruins speak volumes to the once populated extravagance of a country which lived on wealth and opportunity. The vision just described is not one out of a Hollywood movie script, but one that is not only possible but probable. Currently, the world population numbers over six billion, with China alone cradling over one-sixth of the world’s total
Reemy Reem Anth. 307Reemy Reem Anth. 307 The Roots of Dependency 1. The Navajos, Pawnees, and Choctaws all had to endure European, political, economical, and environmental threats to their own culture. When the life and subsistence system (hunting and gathering) of an Indian Nation is affected; in one way or another it has an affect on an Indian population as a hole. The trials and tribulations that these three tribal nations have experienced is proof of that. Gradually the Indian community would go through a perio
Physical Descriptions Of Biblical Patriarchs / InfPhysical Descriptions Of Biblical Patriarchs / Influenced Of Ancient Art : A 6 page paper that compares the Biblical descriptions of some of its major patriarchs (Abraham, Isaac, etc;) with the archaeological findings of the time, to support their descriptions. The writer attempts to show that archaeological findings, including art and sculpture, deny some of the representations in the Bible, including the advanced age of many of the patriarchs in Genesis, and the racial hereditary basis for cha