CaferomaReport商务英语关于咖啡的案例分析

.范文CaferomaBusinessEnglishReport2012.5.8.范文TableofContents1.Introduction12.Discussion23.Recommendations34.Conclusion5.范文IntroductionCaferoma,awellknownbrandofcoffee,isownedbythePanEuropeanFoodandDrinkCompany(PEFD),basedinTurin,Italy.Itispromotedasanexclusivegroundcoffeeforgourmets.ItsimageisthatofanItalian-stylecoffee.Ithasastrongfull-bodied-stylecoffee.Ithasastrongfull-bodiedflavorandaslightlybittertaste.Itcostsmoreper100gramsthanalmosteveryothergroundcoffeeproductonthesupermarketshelves.Inthelasttwoyears,Caferoma’sshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.BythepiechartwecanthatTopfiveEuropeancoffeebrands’marketsharehasincreasedbyalmost25%.Thereareseveralreasonsforthis:Consumershasbecomelessloyaltobrandsandaremorewillingtotradedowntolower-pricedcoffeeproducts.CompetingbrandsofItalian-stylegroundcoffeeatmuchlowerpricehavecutintoCaferoma’smarketshare.Anditdoesnotgivetheimpressionofbeingup-to-dateandcontemporary.Possiblesolutions:ChangeCaferoma’simagetoappealtoadifferentmarketsegment.Reducethepricetomakeitmorecompetitive.Deviseanewadvertisingcampaign.SellCaferoma’sunderdifferentbrandnamesatlowerprices.SellCaferomacoffeeforsupermarketstopackageand.范文sellundertheirownlabels.BringoutaninstantcoffeeordecaffeinatedproductundertheCaferomabrand.Allowselectedmanufacturersofcoffeeequipmenttousethebrandontheirgoodsforalicensingfee,ofcourse.Finding1.Pricingsolution:Reducingthepriceproperlyandweshouldconsidertheproduct'scostbeforewechangethesaleprice.2.Advertisingsolution:Strengthentheadvertisingpromotion.3.Brandsolution:Improvingthebrandimage.SellCaferomawithaminorchangeorfreegiftunderdifferentbrandnamesatlowerprices.Theabove3solutionshavetheireachbenefitsandshorts.SoIwilltellyousomeoftheiradvantagesanddisadvantages.Nomatterwhichsolutionswechoose,theyalsohavetheireachbenefitsandshorts.First,wedecreasethecoffeepricewithinourlimitsthatthechangedsalepriceisnotlessthanthecostprice.Sowenotonlyimprovethemarketcompetitivenessbutalsopromotethemarketingturnover.Butatthesametime,itwilltakethemistaketoconsumersthatthequalityofourproductsmaybedeclined,what’smore,somecustomerscouldthinkweimprovetheoriginalprofits.Second,advertisingisoneofthemostimportantpartinmarketshare.Soweshouldstrengthentheadvertisingpromotion.Forexample,launch.范文anadvertisingcampaigntointroduceourCaferomacoffeetogeneralpeopleandletthemknowit’sspecialcharactersdeeply.However,everythinghasitbothwaysandadvertisingisnotanexception.Manypeoplemaythinktheadsarenotworthintrustingandmostbusinessmenspreadthefalseproductsinformationtopeople.Sotheydon’tbelieveads,whichwillmakeourpromotionfrustrated.Third,brandimageisalsoveryimportant.Weshouldestablishandimprovethebrandimageandarousethecustomers’brandawareness.Atthesametime,wecouldsellcoffeewithafreegiftoraminorchange.BesidesbringoutaninstantcoffeeundertheCaferomabrand.Ithinkit’sagoodwaytoimproveourbrandimage.Throughanalyzingtheseabovesolutions,Ithinkourmainconsumersarethemiddle-incomepeople,whichgrowthemarketturnovergreatlyandexpandthemarketing.Butfromtheotherhand,welosetheup-market.Inaword,wecouldbuildtwomarketingdirectionthatisup-marketandmiddle-incomemarket.Last,Ibelievewecanhaltthedeclineandmakemoreprofitsifwefollowthesolutions.RecommendationIthinkthemosttypicalreasonisthatwedidn'tdotheadvertisingright.Ourlifeissofullofadvertisements.Advertisingisapaid-formofpresentationorpromotionofgoodsandservices.Itisnon-personalinnature,andthepromotermustbeidentified.Advertising'sroleistocreate.范文apositiveimageofaproductorservicebyinfluencingthebehavioroftargetcustomers.Wecannotwalkdownthestreet,rideonabus,watchtelevisionorreadouremailswithoutseeingadvertisements.Iftheadvertisementisnotattractingatall,whowouldliketodrinkourcoffee?Sothemostimportantthingthatweshoulddoimmediatelyistoimprovetheadvertising.Thereareseveralwaysforustodoitbetter.Here,Ihavethreerecommendations.First,thepersonwhoisinvitedtoplayaroleintheadvertisementshouldbewell-knownenough.He(orshe)wouldbeexpectedtobeastar.Peoplealwaysspendalotoftimesearchingtheinformationoftheirherons.Theywillfeelveryhappyiftheyusethesameshampooandeatthesamefoodasthosestars.WhatwillhappenifpeopleseeLADYGAGAisdrinkingourcoffee?Ofcoursetheywillgotothesupermarketandbuyasameone.Althoughitmaycostusalot,Ibelieveitwillbringusmore.ThesecondrecommendationisthattheTVadsshouldbetelecastedinarighttime.Youmayaskme“whatisthat?ActuallyitmeansthosehoursinwhichmostofpeoplearewatchingTV.Weallknowthatitisjustawasteoftimeandmoneyifanadvertisementhasnoaudienceatall.AccordingtothereasonthatIhavementioned,weshouldalways.范文remembertotryourbesttochoosearighttimeforouradsnow.Thebiggerthenumberofpeoplewhohavewatchedourads,thebiggerthenumberofpeoplewhowouldbuyourcoffeebecausetheywillnomoredrinkacoffeethattheyhaveneverseenbeforethangotoaplacethattheyhaveneverheard.Finally,weshouldsendtheadstoanyplaceswecan——notonlyontelevisions,butalsoonmotorways,onbusesandevenonthewallsofthoseshoppingmalls.Handingouttheleafletisanotherexcellentwaybecauseit'scheapandeasy.Allthatweneedtodoisdesignapattern,print