Marking Plan

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Caribou Coffee - Marking Plan

Executive Summary

In this study, we try to explore the concept of “Marketing Plan” in a holistic context. The main focus of the research is on this Caribou Coffee Company and its relation with their Marketing Plan. The research also analyzes many aspects of Marketing and tries to gauge its effect on Caribou Coffee.

Table of Contents

Executive Summaryii


Company Overview - Caribou Coffee1

Industry Analysis2





Marketing Mix4





Major Competitors6

Target Market6

Marketing Strategy7

Personal Selling8

Employees of the Coffee Shop8

Factors of Success9

Branding Strategies9

Pricing strategies10

Product line11

Product and Target Market Strategies12

Pricing Tactics13



Caribou Coffee - Marking Plan


The measurement process is a fundamental aspect of marketing research. The measurement of marketing phenomena is essential to the process of providing meaningful information for decision-making. Issues that are commonly measured are the market potential for a new product, buyers groups according to demographic or psychotropic characteristics, attitudes, perceptions and preferences of buyers to a brand new, or determine the effectiveness of the new campaign advertising (Palmer, 2000). The task of selecting and designing measurement techniques is the responsibility of specialist research. The task of marketing measurement is typically complicated by many concepts or constructs that invade the field of marketing. The marketing plan will help the organization to monitor the monthly and annual sales revenues and expenses. Moreover, it will direct the entire organization to the customer satisfaction and development of different models as per customer needs (Peterson and Robert 2005).

Company Overview - Caribou Coffee

Caribou Coffee Company (Caribou Coffee) is a coffeehouse operator in the US. The company operates around 410 company-owned coffeehouses and 131 franchised and licensed locations. Caribou Coffee offers coffee and hand crafted espresso-based beverages, as well as specialty teas, baked goods, whole bean coffee, branded merchandise and other coffee lifestyle items. In addition, the company sells products to grocery stores, mass merchandisers, club stores, office coffee and foodservice providers, hotels, entertainment venues and e-commerce channels. Caribou Coffee is a subsidiary of Caribou Holding Company Limited. The company primarily operates in the US, where it is headquartered in Minneapolis, Minnesota and employs around 1,642 people.

The company recorded revenues of $284 million in the fiscal year ended December 2010, an increase of 8.2% over 2009. The company's operating profit was $10.1 million in fiscal 2010, an increase of 82.4% over 2009. Its net profit was $9.4 million in fiscal 2010, an increase of 83% over 2009.

Industry Analysis

PEST Analysis

All organizations can be affected to a lesser or greater extent by macro forces, i.e. political, legal, economic, technological and social forces. Companies occasionally try to influence legislation through R & D pioneering new technology or changes to strengthen its strategic position or to discover new opportunities (Mabey and Mayon, 2003). Macro forces generally are not under the direct control of companies, therefore, the purpose of the strategic direction is to enable the organization to act effectively to threats and environmental constraints and opportunities emanating from the same. To meet this objective, strategic leaders must identify and analyze how expression of these macro-forces in relation to the ...
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