Strategic Marketing Plan for Java Sumatra Research Paper

Strategic Marketing Plan for java Sumatra - Research Paper physical exerciseWith the new proceedsion capacity, the company allow extend its reach to accept wholesalers in the United States who go premium coffee variants and are looking to include an additional coffee roast in their product selection. This selling plan examines the current market environment, internal SWOT analysis, competitive universe, company mission, marketing and monetary objectives, target market, positioning and market research to determine the best layout for the marketing plan. In order to strain 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 grou nd floor Arabica beans or roasts from Sumatra, Indonesia. By keeping to this mission, the company has developed a circle of loyal customers who trust the tone of the product and who are satisfied with its customer service promise of prompt and timely product delivery.With the feast 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 whole tone control is lax. As a result, Java Sumatra has gained valuable acuteness into attributes that are important to specialty roasters when making a purchase, the first of which is a consistent append 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 careful tons by 2011.SWOT AnalysisThe following SWOT analysis captures the key strengths and weaknesses within Java Sumatra, and presents the opportunities and threats facing the company.StrengthsStrong 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 be down while maintaining the quality of coffee beans.WeaknessesDependence on a number of plantation owners restricts the supply of coffee beans and inhibits expansion plan.A limited marketing budget.OpportunitiesGreater 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