Tyler Bubin Entrepreneurship 3/1/10 Market Analysis
Marketing Function & Mission Satement • Cafédirect is a proven and successful model which aims to balance the business of making money with the business of making lives better. -Bized.co.uk • Cafédirect's mission is 'to be the leading brand which strengthens the influence, income and security of producer partners and link them directly to consumers'. –Bized.co.uk
Market Analysis • Cafédirect is the leading Fairtrade hot beverage business in the UK. • Makes sure their suppliers are fairly treated. • Finds a balance of growing economically and ensuring satisfaction to customers as well as employees.
Market Position • Two main aspects of Cafédirect’s marketing position. • First company to be in retail and food service. • Ensures its product quality by its product range and marketing campaigns
Competitors in the Market • Competitors in coffee: Nescafe, Gold Blend, Kenco, and DoweEgberts Maxwell House. • In Tea: PG Tips, Typhoo, Yorkshire Tea, and Twinnings.
Marketing Objectives • 36% of profit goes toward product development insuring company growth. • Establish both Retail products and Catering services. • Ensuring a reliable supply of the very highest quality coffee, • Rewarding farmers for their effort to produce the best coffee
Does their strategy work? • Cafédirect’s strategy to satisfy both the employee and customer leads them to be the top company in their line of business.
Their Main market segments • Cafédirect customers are mainly people who support fair trade. • Fairtrade: companies negotiate directly with the growers or producers of products to establish a fair price. • Benefits third-world countries • Cafédirect reaches all types of people due to their product quality
What is their market structure? • Cafédirect is ran by a board of eight • one nominee from each shareholder • three independent non-executive directors and Cafédirect's Managing Director • three producer representatives : -two from coffee and one from tea
Market share? • has four founder shareholders: Oxfam, Twin Trading, Traidcraft, and Equal Exchange • purpose of developing a pioneering Fairtrade brand to open up the coffee market • retain 25% ownership of the company