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Strategic Marketing Plan for Java Sumatra - Research Paper Example

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Summary
Java Sumatra sources and exports premium grade Arabica beans from Sumatra, Indonesia to specialty roasters in the United States. The company currently has a production capacity of 36,000 metric tons per year, and its business objective is to increase its production capacity to 80,000 metric tons per year by 2011…
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Strategic Marketing Plan for Java Sumatra
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Download file to see previous pages With the new production capacity, the company will extend its reach to include wholesalers in the United States who offer premium coffee variants and are looking to include an additional coffee roast in their product selection. This marketing plan examines the current market environment, internal SWOT analysis, competitive universe, company mission, marketing and financial objectives, target market, positioning and market research to determine the best layout for the marketing plan. In order to achieve the sales forecast from 2009 to 2011, a comprehensive advertising and communication plan has been developed, with the internet and print advertising used at the forefront of the marketing plan. Lastly, an implementation and evaluation process is proposed to manage and control the marketing plan.
In the last six years, Java Sumatra has been focused on providing a differentiated product, which is premium grade Arabica beans or roasts from Sumatra, Indonesia. By keeping to this mission, the company has developed a circle of loyal customers who trust the quality of the product and who are satisfied with its customer service promise of prompt and timely product delivery.
With the spread of coffee culture in the United States, most specialty roasters and wholesalers are constantly looking to include new and innovative coffee selections to their customers and Java Sumatra understands the need to work with these roasters in order to survive in this very fragmented market where quality control is lax. As a result, Java Sumatra has gained valuable insight into attributes that are important to specialty roasters when making a purchase, the first of which is a consistent supply of quality beans. In order to meet the demands of specialty roasters and wholesalers, Java Sumatra has planned to increase its production capacity to 80,000 metric tons by 2011.

SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within Java Sumatra, and presents the opportunities and threats facing the company.
Strengths
Strong relationship with plantation owners in Sumatra.
Strong relationship with specialty roasters as a reliable source of supply and consistent customer service levels.
Efficient production process that keeps costs down while maintaining the quality of coffee beans.
Weaknesses
Dependence on a number of plantation owners restricts the supply of coffee beans and inhibits expansion plan.
A limited marketing budget.
Opportunities
Greater awareness of this type of coffee selection provides for increase in demand for quality coffee beans.
The increase in production capacity will reduce costs and allow for a competitive cost structure that rivals the bigger players in the ...Download file to see next pagesRead More
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