coffee-origin countries.
In 1999, a Corporate Social Responsibility (CSR) department was formed with 5 areas of focus:
Business practices
Environmental issues
Community affairs
Corporate giving
Starbucks foundation
In 2001, Starbucks had donated $7.3million in cash and kind
Production
Situation
- Brazil : Largest producer
- Vietnam : 2nd largest country
=> These lowcosts produc
Brand Awareness Investigation
-This survey show that the brand value of Zoo coffee-market is considered very
low objectively.
-The main reason would be they are still in production
Membership card.
e.g. Caffe' bene membershop card
Reduces acquisition cost
Lncreases retention rate
Strengthen the relationship with customers
coffee in a minute.
-Temperature control is easy.
-Can make steam milk without steamer.
Hypothesis
“The reason why people go to café will not taste and quality of coffee”
-People will go to café for cultural life or atmosphere of café.
-Consumers will be skeptical about initial and maintain cost.
“Dolce Gusto is inconvenient”
-Extract separately
coffee products
∙ US based company,
focusing on the US domestic market
Opportunities
∙ Reduce the size of Instant coffee market
∙ Cooperation with other brands
(e.g. MS, HP, Pepsi, etc.)
∙ Technological advances Threats
∙ Increased competition from coffee shops
∙ Consumer trends toward more healthy ways and away from caffeine
∙ Raw material cost
cost can be reduced in winter time. What’s more, it also has several medical advantages of strengthening the prevention of cold, helping to solve peripheral circulation disorders, offering moisturizer effect for patients with skin problems, making underbelly warmer, providing protection for injury and helping to improve blood circulation system.
Low Popularity of Underclothes
Here