These include inter alia persons with a hectic daily routine those are very concerned about naturalness and sustainability (The Coca-Cola Company 2015; Spaeth 2015). It is recommended that the company target itself on reusable packaging instead of one-way drink packaging. 3.3 Stage of the Product Life Cycle for Coca-Cola Life Far beyond the product policy, the product life cycle (PLZ) has a significant importance for marketing planning. Ende der Leseprobe aus 4 Seiten - nach oben eBook fr nur 3,99, sofort herunterladen. Subject and Scope of Study: - Subject: Marketing mix and strategy for Ethiopias coffee marketing - Scope: Ethiopian Coffee ethiopia Trading Business Corporation /1. Accordingly, these types of coffee were exported for the last five years. These are Yirgacheffe-2, Sidama-2, 4, 5, Limmu-2, Jimma-4, 5, Harer-4, 5, and Nekemte-4,. It also generate competitor past, present and most importantly future strategy. The corporation export 53,840 quintal coffee in 2015/16 year which is 30 share out of the total exported commodity (Egte, 2016).
Format: PDF fr PC, Kindle, Tablet, Handy (ohne DRM). Following this increases in world demand for coffee, volume exported by different countries is expanding. In addition this report is limited by the available timeframe and the fact that not all company information was made available for the product Coke Life. In contrast to other coffee producing countries, the Ethiopian coffee production is dominated by small holder agriculture, contributing with more than 90 of total harvest (Dercon, 2002). Arabica coffee is a high-quality coffee in the world and the developed countries are regular importers of the Ethiopian Arabica coffee.
In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. Each segment may have its own price range. It is obvious that the product is within the category of non-durable goods. For instance in 2015/16, Brazil stands first for world coffee exports, which account for about 28 percent of the total exports, followed by Vietnam, Colombia, Indonesia and Honduras taking 24, 10, 7, and 4 percent of world exports consequently. Exporting companies should design their marketing strategy in order to build sustainable competitive advantages. Germany, Italy, Saudi Arabia, the United Kingdom, the United States of America, Belgium, Spain, France and Sudan are the major importers of the Ethiopian Arabica coffee.
Currently coffee generates less than 35 percent of the total export earnings. But,.6 of the traders use product and remaining.9 the companys use price and distribution (Tizita, 2017). Introduction of Ethiopian Coffee. Today it is headquartered in Atlanta, Georgia and its current CEO is Muhtar Kent (Coca Cola Deutschland 2015 The Coca-Cola Company 2015). In the 1970s, it was estimated that primary producers captured 20 of the total value of the final product, while buyers retained about. Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits. With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Although the importance of supply side factors like production cost and climatic conditions, the international market channelling factors of coffee may give insight for future policy implications. Analysis of Ethiopian Coffee Mix Marketing Strategy Earlier studies show that majority (41.9) of the coffee trading companies in Ethiopia uses all 4Ps of marketing mix element.
Product Diversification Strategy Provide better quality and increasing market share increase volume of sale by offering competitive price as per customer demands and will effectively accomplished by improving the type, quality and quantity of the products, by discarding all. Table of Contents, executive Summary 1 Introduction.1 Authorisation and purpose.2 Limitations.3 Scope 2 Background.1 The Organisation.2 The Product Coca-Cola Life.3 swot Analysis.4 Main Target Market of Coca-Cola Life 3 Product.1 Three Layers. 2 Background, in this chapter some details about the company and its product Coke Life will be presented as well as the main target markets for this product. 1 The Ethiopia Trading Business Corporation has been engaged in exporting coffee, oilseeds, and pulses, and local grain market stabilization. Abbildung in dieser Leseprobe nicht enthalten Figure 2: Framework of Marketing Strategy Source: Adopted from Roger Brooks bank, 1994,.1014. Coffee is also among the most widely traded commodities in the world economy, representing US16.5 billion in gross annual trade (ITC, 2011). Katsikeas (2000) identified two main groups of explanatory variables of export performance: background variables and intervening variables. Furthermore, they often lack the capital required to transport the product to port, relying on traders and roasters to provide financing and transportation. For the last several years its relative predominance in the export sector is decreasing because of increased contribution of other agricultural products like horticulture and floriculture.
Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. 3.4 The Branding of Coca-Cola Life The way consumers view a product is critical, therefore the branding of a product is a necessity and it is essential that organisations understand what brands to create when producing a product whether. To meet the demands of enjoying coffee of different groups of customer, we need to create the variety in product range, which has been separately illustrated in 3 product segments: (i) General segment may include 3 or more product. In addition, the way the products are presented in the retail shops should be retained: In- store corner concepts and other systems provide a high- quality impression and attracts customer interest. Regarding Coke Life the colour is green (Hepburn.d.).