MARKET ANALYSIS

Tyler BubinEntrepreneurship 3/1/10

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 Dowe Egberts 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