Industry Analysis Of The Coffee Industry

2827 words - 11 pages

Advertising Final ProjectTERM DEFINITIONS:1.Integrated Marketing Communication - Integrated Marketing Communication refers to the combination of Sales Promotions, Public Relations, and Advertising, to achieve a desired end result.Ex: Integrated Marketing Communication allows MTV to reach a target audience by enticing them with flashy promotions, a fun "hip" lifestyle, and the chance to be in the "in" crowd.2.Strategic Orientation - Strategic orientation is the combination of a companies mission, previous campaigns, SWOT analysis, Financial Data, Goals, and ROI.Ex: Through strategic orientation companies are better equipped to generate profit and compete successfully because they better understand the "Big Picture" of what they have to offer.3.Advertisement - A paid form of non-personal presentation of ideas, goods, and/or services by an identified sponsor.Ex: A commercial for NIKE tennis shoes would be considered an advertisement because it is marketing a good (tennis shoes) by an identified sponsor (NIKE).4.SWOT Analysis - SWOT analysis is identifying the Strengths, Weaknesses, Opportunities, and Threats of a marketing campaign.Ex: By doing a SWOT analysis of a previous COKE commercial the Coke Co. can determine what things to change, keep, or maybe eliminate in their next commercial or campaign.5.ROI - The ROI, or Return on Investment is important in determining whether the revenue generated by an ad exceeds the cost of producing it.Ex: Spending $4.2 Million to travel to Japan and shoot a commercial for a small time American Shoe Company that might only gross $2.5 Million dollars a year would show that the ROI would not be beneficial.6.Campaign - Clients hire advertising agencies to create advertising campaigns to promote their company and/or brand.Ex: A small business looking to grow may hire an advertising agency to help them develop a campaign that will broaden their market.7. Market - A market is the present as well as the prospective consumers for a product or service.Ex: A company such as NIKE has a very large market because they create shoes that are suitable for all ages, however their market is narrowed in the fact that their shoes aren't always financially attainable for people with lower incomes.8.Direct Marketing - Direct Marketing is marketing a brand's identity through mailers, leaflets, and brochures.Ex: The ARMY directly markets to people between the ages of 18-25 who are looking to have a different lifestyle. They feature adventurous settings and an air of prestige in all of their advertisements, which narrows the demographic that will be more likely to respond to these advertisements.9.Logo - A logo is an image or a symbol that represents a company. The logo usually becomes synonymous with the brand and is enough to portray the company it represents.Ex: Logo's that have become Synonymous their brands are seen in companies such as NIKE swoosh, McDonald's with the golden arches, and even Starbucks with the green Siren that...

Find Another Essay On Industry Analysis of the Coffee Industry

Analysis of the Fashion Industry

1227 words - 5 pages The fashion industry creates all the clothes that one is wearing at any moment of the day, from hats and hair accessories to undergarments to buttons to shoes. One could pursue either a creative or business career in the fashion industry. The fashion industry affects society both positively and negatively, especially negatively, in ways like eating disorders, providing sizes for plus-size consumers, and representation of plus-size models and

Industry Analysis of Walmart

727 words - 3 pages Michael Porter's framework for industry analysis keys in on five forces that shape the competitive environment. The five forces are: 1. Rivalry among existing firms. 2. Threat of new entrants. 3. Bargaining power of buyers. 4. Bargaining power of suppliers. 5. Threat of substitutes. This model can be used by business managers to develop an edge over rival firms. Use of this model will allow the manager to better understand the context of the

Case analysis of the Soft Drink Industry

4478 words - 18 pages relationship of SubstitutesThe carbonated beverage industry provides a non-alcoholic means of satisfying an individuals desire to quench their thirst. Traditionally, coffee and tea would be considered substitute products. In recent years, carbonated beverages have seen the emergence of many new substitute products that wish to reduce soft drink's market share. The soft drink market has been traditionally competitive, without the added friction from

An Analysis of the Airline Industry

1132 words - 5 pages My industry analysis will be about the airline industry. Nature of competition The airline industry is in a state of oligopoly, bordering onto the state of imperfect competition. The various aspects that have a bearing on the nature of competition will be covered subsequently. Imperfect information. There is imperfect information about the airline market. This can be gauged by the fact that airlines are never sure as to what is the exact

Economic Analysis of the Home Building Industry

4262 words - 17 pages home building industry. Lastly, the reader will see the authors' opinions and decision based upon their comprehensive research.Home Building Industry OverviewThe home building industry is comprised of companies that provide new residential homes. The homes they build can be divided into two main categories: conventional site-built homes and manufactured homes. Site homes are built on a piece of land that is sold along with the house. Types of

An Analysis of the Brewpub Industry

3695 words - 15 pages The Brewpub: An IntroductionThe brewpub is considered a segment of the craft-brewing industry. It is an industry in which many entrepreneurial opportunities exist. A brewpub is a restaurant-brewery that sells the majority of its beer on site. The beer is brewed primarily for sale in the restaurant and bar (Association of Brewers.) Most brewpubs are independently owned and are classified as small businesses. (This section will need more once

Analysis of Competitors within the Softdrink Industry

1123 words - 4 pages C.Competitive Environment AnalysisCoca-Cola and Pepsi are the two major industry players in the soft drink industry, they account for a total of more than 60 percent and more than 70 percent of the U.S. and world markets, respectively. (Refer to Table 1 below)Table 1 World Soft Drink Market Shares (%)Company199519941993Coca-Cola Co.47.245.644.8PepsiCo Inc.22.121.821.7Cadbury Schweppes7.98.07.8Other 22.824.633.5Source: Beverage Marketing

A Brief Analysis of The Steel Industry

1511 words - 6 pages Steel Industry In the early part of this century was a time when industry was booming with growth around the installation of major railroads. With this growth came the transatlantic cable, the telegraph, and a whole lot of steel. Steel would be needed in the construction of these new transportation systems and communications were now possible between businesses and industries. (Wren, 2005) This paper will first discuss the development of

An Analysis of the Dairy Industry

3364 words - 13 pages Mastitis causes huge loss to the dairy sector and thus the selection of mastitis resistant animals will be a boost to this industry. So, the present investigation was undertaken to find out the association of leptin gene with mastitis by polymerase chain reaction-restriction fragment length polymorphism (PCR-RFLP). Genomic DNA was isolated from the blood of 40 Murrah buffaloes (including 20 mastitic animals), randomly selected, maintained at

Industry Analysis

2328 words - 9 pages INVESTMENTS (BA 343)INDUSTY ANALYSISDONNELL WHITEIndustry Analysis an overview of an industry breaking down the industry from the beginning to the decline if that is the faith of that particular industry. I will breakdown and explain the five phases of the industry life cycle which shows the tradition path a product takes from its conception to its decline or revamping. Explain the dividend policy as it relates to the five stages of the industry

Industry Overview of the Airline Industry

1562 words - 6 pages to be; better security screening, increase profit margin thereby lowing the need for government subsidies, more leg room for passengers. Another large opportunity for the Airline industry is to own and manufacture their own resources which would stabilize the prices of tickets a little more. Many managers and top executives business decision focus on primarily on opportunities to stimulate profit and growth.An analysis of the internal and external

Similar Essays

5 Forces Analysis Of Specialty Coffee Industry

751 words - 3 pages Customers a) This industry has a great # of customers, therefore they have less power.b) The customer makes relatively small purchases, as coffee is a generally low involvement product.c) Specialty coffee purchases are relatively small in regard to other purchases. Over the course of a consumers life however, coffee purchases can equivocate to a substantial amount.d) The specialty coffee industry offers much product differentiation. The

Coffee Industry In The Uk Essay

1577 words - 6 pages Coffee Industry in the UK The coffee industry has grown rapidly since the 1990s; before Starbucks emerged, people were used to drinking low quality coffee from tins. Starbucks introduced fresh coffee made from top quality beans that have excellent taste and drinks such as the caffe latte and cappuccino, which have helped to fuel the development of the coffee market into a multi million pound industry. The size of UK branded coffee chains

An Industry On The Brink: Consumers Need To Wake Up And Smell The Genetically Modified Coffee

2805 words - 11 pages An Industry on the Brink: Consumers Need to Wake Up and Smell the Genetically Modified Coffee A recent upsurge of opposition to the production of genetically modified crops has farmers all over America asking themselves one question: To modify or not to modify? Genetically modified (GM) crops allow farmers to use fewer pesticides while still achieving the same yields. American farmers have planted GM crops since 1995 and, at least for

Analysis Of The Cosmetic Industry

1524 words - 6 pages Mid term précis and analysis of the cosmetic industryPrior to discussing any creative industry, it is crucial that we first define 'creativity'. Creativity refers to the course of producing something original, or in the least, with original elements. Thus, a creative industry refers to economic activities that involve the creation of new, original materials.The cosmetic industry is one of such industries, of which will be analyzed