Essay about Marketing Plan the Coffee Bean and Tea Leaf

Coffee Bean amp; Tea Leaf Marketing Plan Coffee Bean amp; Tea Leaf Marketing Plan Coffee Bean amp; Tea Leaf Overview The Coffee Bean and Tea Leaf [CBTL] was founded by Herb amp; Mona Hyman in 1963 in Brentwood, California. CBTL is the oldest and largest privately held specialty coffee and tea retailer in the United States and celebrates its 50th anniversary this year. According to Hoovers, online, the company operates approximately 900 franchised stores worldwide with sales of $198.1 million last year. CBTL serves various coffee, tea and blended drinks. CBTL stores sell a variety of bulk coffee and tea as well as assorted accessories such as tea pots, infusers, and coffee cups. CBTL’s three main competitors are:†¦show more content†¦The main purpose is the market Penetration and brand familiarization it will produce. The Importance of Marketing to our Selected Organization’s Success Marketing plays a key role in any organization, but it’s extremely important when an organization launches a new product or service. CBTL has major competition within the coffee industries and it needs to achieve a level of exclusivity within its customer base in order to attract new clients, keep the old ones persuade the ones that do not have much preference in coffee. Furthermore, the marketing strategy needs to appeal to busy people who know what they want and want it fast. CBTL has tap into this new social media generation that â€Å"thinks differently, acts differently and most importantly,†¦, consume marketing messages differently. (Pekala 2009). Social media and technologically savvy paying opportunities will distinguish us from other competitors. By using these instruments the target clients will gain a sense of trust for the product and will begin to establish a relationship with our good s and our organization as a whole; therefore, reaching our goal of attaining this market for more than just a cup of coffee. A SWOT Analysis Strengths * Due to the CBTL’s time spend in the market there is a valuable aspect of staying power and 50 years in business behind the idea. Having staying power and a great reputation helps build on theShow MoreRelatedTaking a Look at Coffee Bean and Tea Leaf1560 Words   |  6 PagesBackground on Coffee Bean and Tea Leaf Coffee Bean and Tea Leaf is an American Chain Coffee house that sells coffee, tea, desserts and pastries. Coffee Bean and Tea Leaf is operated by the International Coffee Tea, LLC and they have over 990 outlets in 27 different countries. The first outlet was started in the year 1963 by Herbert B. Hyman. Because of his efforts and dedication to excellence, he was known as the father of gourmet coffee in California. After 40 years, Coffee Bean and Tea Leaf becameRead MoreS.W.O.T. Analysis of Coffee Bean Tea Leaf2153 Words   |  9 PagesS.W.O.T. Analysis of Coffee Bean amp; Tea Leaf STRENGTH * Company’s marketing strategy All the stores of  The Coffee Bean amp; Tea Leaf  were located at  high traffic, high visibility locations in each market. The market entry strategies use by the coffee shop in managing their foreign franchisees when expanding into Asia including master franchising and company owned-stores. A  master franchise  is a person or entity that provides services to franchisees in a specified territory, typicallyRead MoreCOMPETITOR OF STARBUCKS1148 Words   |  5 PagesThere are: Coffee Bean Tea Leaf The endurance and popularity of The Bean, as it is affectionately referred to by devotees, can be attributed to the high standards that were established from the beginning. From trend-setting drinks like the World Famous Ice Blended, to the employees who become a part of the communities they work in, The Coffee Bean Tea Leaf  ® has discovered the formula for a successful coffee and tea company. San Francisco Coffee The company that serve fresh coffee sourced fromRead MoreThe Coffee Bean Tea Leaf Mareting Assignment2331 Words   |  10 PagesIndividual Assignment of International Marketing: * Executive Summary: The Coffee Bean and Tea Leaf is one of the trading companies of the largest coffee and tea in the world. We have over 850 stores in 23 countries. We always aim was to create the kind of the best coffee and tea to offer to consumers. We are proud to have raw materials are grown and processed according to the most stringent standards. Besides, we always have a team of managers and staffs are trained all theRead MoreExecutive Summary: Starbucks Corporation2827 Words   |  12 PagesStarbucks has been facing many tough challenges and yet it is still remains as the best coffee House in the world. The mission of Starbucks is to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time. Their main competitors are include Dunkin Donuts, Biggby Coffee, Caribou Coffee, McDonald s, Panera Bread, and Einstein Bagels, ,Secret Recipe, Old Town White Coffee and Coffee Bean. The political stability shows what derived the Starbucks to establish themselves inRead MoreEssay on Starbucks Strategic Plan1239 Words   |  5 PagesExecutive Summary Starbucks Corporation success in the coffee business has arguably been the most successful coffee chain in the past few decades. The company has been able to continue to attract customers even though they are not positioned as the lowest cost provider of coffee. Starbucks has been able to aggressively expand the business by attracting investors as well as selling their coffees for premium prices and increasing their profitability. The rapid growth of Starbucks has become aRead MoreTo Build or Buy Bus 402 Essay2095 Words   |  9 PagesTo Build or Buy Strayer University Course: BUS 402 January 29, 2012 My business strategy is to purchase an existing tea and coffee shop which is located a mile away from where I work in Ashburn, Virginia, the business is call Sakasa tea and coffee. Sakasa is located next door to George Washington University and directly across is a chick fil a and a small hotel also it is right off a major highway so it has a great location. The reason the owner is selling is because of health issue and asRead MoreCafe..1135 Words   |  5 PagesCafe Coffee Day – Brand Strategy in India       Case Study Contents 1. Introduction 2. CCD – an established brand image in India 3. CCD’s wide network – the anytime, anywhere cafe 4. Exhibit 1: Total number of stores/cafes of Cafà © Coffee Day and its competitors 5. 1996 – 2008, CCD’s first store launch to building a strong competitive advantage 6. Innovative formats to woo new customers 7. Reinforcing brand image with the cluster approach strategy 8. Company-ownedRead MoreFigaro Coffee5549 Words   |  23 PagesSECTION 2 MANAGEMENT AND ORGANIZATION FIGARO COFFEE COMPANY Figaro  -  Head  Office 5 Pine Street Corner Sheridan Street, Mandaluyong City02 637 5969 | Corporate Vision * We will be the preferred brand of specialty coffee of the international business traveler. Our products and unique style of service will leave a lasting impression among our customers. * We will be the investment of choice in the countries where our brand is represented thereby providing attractive returnsRead MoreChannel Strategy: Starbucks2677 Words   |  11 PagesEvaluate 7.1 Short Paper: Channel Strategy—Starbucks Corporation Kathleen Litman INT 640—Multinational Marketing Strategies Professor Michelle McKeogh February 26, 2012 Overview—Starbucks Corporation According to Starbucks’ 2011 Annual Report, the company is the premier roaster, marketer and retailer of specialty coffee in the world, with over 17,000 stores in more than 55 countries, as of fiscal year 2011. 2011 was an important year for the company in that it celebrated its 40th anniversary