Marketing strategy of Pacific Coffee Company (Hong Kong) Essay

trade dodge of Pacific Coffee union (Hong Kong) - Essay ExampleCoffee retail business is the to the highest degree flourishing business in the economic recession. With every business facing difficulties in operations, java retail business enjoys growth. One such association is Pacific Coffee Company subsidiary of China Resources opening move ltd. Due to the rapid growth of coffee consumption in the mainland China, the keep friendship has decided to blanket the grocery with companys coffeehouses.It was found that the food marketing strategies of the company were to some extent focused on neat the largest retail of coffee provider and to attract the customers towards the companys products. By this it was concluded that marketing strategy can play an essential role in the success of the company and to do so impressive and efficient marketing strategies are required for the company to live up to their dreams. Some recommended strategies for the company were to compound the im plementation of technology into the business operations, expansion into new markets, diversification of the products, collaboration with banks, colleges and companies to allow selling of companys products in their premises, promotional strategies, shifting the focus from retail business to under-serviced sectors, additional value mental home and last but not the least online pre-ordering of the coffee to reduce the waiting time of the customers.By implementing supra mentioned marketing strategies the company would have a competitive edge over the other players in the market. These recommendations would divine service the company to be the leader of the market with profitability, growth and greater opportunities. Table of Contents Executive compact 1 Introduction 3 Methodology 4 Situational analysis 4 section, Targeting and Positioning (STP) 6 Segmentation 6 Targeting 6 Positioning 6 SWOT analysis 7 Strengths 7 Weaknesses 7 Opportunities 8 Threats 8 Recommended Objectives and Goa ls 8 Recommended Marketing strategies and Programmes 9 Penetrating the Market 9 New Target audition 9 Global Expansion 10 Collaboration with Banks, Colleges and Companies 10 Expanding the Coffeehouses in Mainland China 10 special Value Creation 10 Introduction of iPhone Applications 11 Product Diversity 11 Promotional schema 11 Increasing the Service Time 11 Focusing on under-developed Sectors 12 Conclusion 12 References 14 Introduction Coffee retail business is one of the fastest growing businesses even in such economic conditions (Roast Magazine, 2012). Being inspired from the American and European coffee culture, Pacific Coffee Company (PCC) set its foot in Hong Kong market in year 1992 (Pacific Coffee, 2012a). Being a pioneer in such market, the aim was to provide the customers with the perfect cup of coffee in order to meet the grow demand of the customers. With the passage of time, the company was known for its quality and a competitive position in the Hong Kong market (Pa cific Coffee, 2012a). The PCCs expansion in the Asian region was another success for the company. Due to the strong trade name reputation, the company was able to splay in China, Singapore and Malaysia. With the main focus on Hong Kongs coffee market, the company operates more than 100 shops in Hong Kong with 130 outlets in China, Singapore and Malaysia (Pacific Coffee, 2012a). With future expansion plan, the companys 80 percent shares were bought by China Resources from Chevalier Pacific Holdings (Leung and Lui, 2010). The aim of this expansion was to expand the business in China a lot faster and to be the Chinas largest coffee-shop street girl (Syed, 2010). In this report, marketing strategies of PCC would be assessed along with the value creation process of the company. The research would also shine up the key strengths and weaknesses of the companys marketing strategies to provide significant information to the readers. Moreover, it includes the environmental analysis and re commendations for the company to improve the profitability, market share and value creation pr