Marketing mix and strategy for Ethiopia's coffee marketing PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Marketing mix and strategy for Ethiopia's coffee marketing PDF full book. Access full book title Marketing mix and strategy for Ethiopia's coffee marketing by Dereje Tesfa. Download full books in PDF and EPUB format.
Author: Dereje Tesfa
Publisher: GRIN Verlag
ISBN: 3346005895
Category : Business & Economics
Languages : en
Pages : 26
Get Book Here
Book Description
Seminar paper from the year 2019 in the subject Business economics - Trade and Distribution, grade: A, , language: English, abstract: Ethiopia is the single largest African producer of coffee with about half of its production going for export. It plays a central role in Ethiopia’s economy and as the country’s leading export is an important source of foreign exchange. The coffee bean export business reserved for Ethiopia citizens. Out of the total number of coffee exporting companies, 93 percent are private companies, 5% are coffee growing farmers' cooperatives, and 2 % are governmental enterprise. The extent to which cooperatives and private, including previous Ethiopian Grain Trade Enterprise (EGTE) now named Ethiopia Trading Business Corporation (የኢትዮጵያ የንግድ ሥራዎች ኮርፖሬሽን) and state farms, play a role in coffee exports from Ethiopia. Currently coffee generates less than 35 percent of the total export earnings. For the last several years its relative predominance in the export sector is decreasing because of increased contribution of other agricultural products like horticulture and floriculture. Consequently, only a little over 26% percent of the total export earnings is contributed by coffee during the year of 2011 (FDRE, 2011). This is the lowest share earned from export of coffee in the history of economy.
Author: Dereje Tesfa
Publisher: GRIN Verlag
ISBN: 3346005895
Category : Business & Economics
Languages : en
Pages : 26
Get Book Here
Book Description
Seminar paper from the year 2019 in the subject Business economics - Trade and Distribution, grade: A, , language: English, abstract: Ethiopia is the single largest African producer of coffee with about half of its production going for export. It plays a central role in Ethiopia’s economy and as the country’s leading export is an important source of foreign exchange. The coffee bean export business reserved for Ethiopia citizens. Out of the total number of coffee exporting companies, 93 percent are private companies, 5% are coffee growing farmers' cooperatives, and 2 % are governmental enterprise. The extent to which cooperatives and private, including previous Ethiopian Grain Trade Enterprise (EGTE) now named Ethiopia Trading Business Corporation (የኢትዮጵያ የንግድ ሥራዎች ኮርፖሬሽን) and state farms, play a role in coffee exports from Ethiopia. Currently coffee generates less than 35 percent of the total export earnings. For the last several years its relative predominance in the export sector is decreasing because of increased contribution of other agricultural products like horticulture and floriculture. Consequently, only a little over 26% percent of the total export earnings is contributed by coffee during the year of 2011 (FDRE, 2011). This is the lowest share earned from export of coffee in the history of economy.
Author: Grzegorz Maciejewski
Publisher: BRILL
ISBN: 908686905X
Category : Business & Economics
Languages : en
Pages : 260
Get Book Here
Book Description
This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets. The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise. 'The main idea of the monograph is the effort to improve the activities of coffee producers by analysing and eliminating the discrepancy between the marketing strategies used and the real needs and preferences of consumers. The monograph is based on primary and secondary data obtained as a result of surveys of consumers and participants of the supply side of the coffee market. The conclusions presented in the monograph are drawn from the analysis of documents of twenty-six coffee producers, individual in-depth interviews with managers, a case study of the company MOKATE sp. z o.o. - the leader of the Polish instant cappuccino market, and from direct interviews with 800 coffee consumers. The Polish coffee market is one of the largest markets of this kind in Europe and it has great potential for growth. Therefore, this publication is not only a valuable contribution to research on behaviour of market entities, but also an important source of inspiration for managers responsible for everyday marketing in FMCG markets, in particular, in coffee markets.' Prof. Roman E. Niestrój Professor of Marketing, WSB University, Poland 'This book describes possible marketing strategies with focus on the coffee sector. The history of 'marketing' is presented, from the first attempts at a scientific approach in 1926, up to the establishment of this term in science in the 1950s. The authors refer to various definitions of marketing and describe its strategy variants (defensive/active). The main element (and advantage) of the book is the presentation of various methods of implementation and (equally important) their control. This content is supplemented by tables and figures concerning production, consumption and prices in the coffee market. In general, the book has a significant practical value, as it shows enterprises (not only from the coffee sector) how to effectively implement marketing strategies.' Dr. Joachim Schwanitz Managing Director, Huth's Kaffee & Feinkost, Germany
Author: Maingi Joe
Publisher: GRIN Verlag
ISBN: 3656588031
Category : Business & Economics
Languages : en
Pages : 21
Get Book Here
Book Description
Project Report from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Wales, Newport,, language: English, abstract: This is a marketing plan for Costa Coffee which is based on the Costa Coffee case study. The marketing plan discussed in this report carries out a detailed analysis and strategic examination of different marketing aspects of Costa Coffee in the UK and in its global markets. The report makes use of various tools and models as described in marketing literature. The report also utilizes a number of techniques by which the entire marketing plan is realized. The major aim of the marketing plan in this report is to demonstrate the insight into strategy development for effective marketing and how to make use of this insight for such marketing plan as discussed in this report. The report conducts a step-by-step examination of Costa Coffee. First of all it conducts the marketing audit of the firm and discusses various aspects of the audit in technical details. Both the micro and macro environments of the company are discussed at length. Next, the report undertakes a detailed SWOT analysis of Costa Coffee to take help to realize a robust marketing plan. After the SWOT analysis, the report moves on to set the marketing objective for Costa Coffee to set its 3 year future marketing plan. The report then discusses the very critical 7 P’s of the company or the marketing mix strategies and discusses how the company can capitalize on its present day success. The report then moves on to discuss various aspects of budget allocation for the company’s local market as well as its global markets. The report ends with a discussion on controls in the overall marketing plan. Various aspects of controls are discusses, and it is also discussed how the company should continue to improve its decision making processes while closely monitoring its operations.
Author: Katharina Reinhard
Publisher: GRIN Verlag
ISBN: 3668176728
Category : Business & Economics
Languages : en
Pages : 55
Get Book Here
Book Description
Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of King Juan Carlos, language: English, abstract: The present paper develops a marketing plan for Starbucks. The author begins this task by performing a marketing analysis including a Porters Five Forces-analysis of the retail coffee and snacks industry. He then proceeds with an external and internal analysis, examining competitors and social, economic and environmental trends as well as the companies own resources and current position. Following a SWOT-Analysis, different aspects of strategic and operational marketing are highlighted, among them the product itself, price, place, promotion, targeting and segmentation. Finally, implementation and control of the strategy are discussed and a conclusion is drawn.
Author: Rosalind Masterson
Publisher: SAGE
ISBN: 144624394X
Category : Business & Economics
Languages : en
Pages : 529
Get Book Here
Book Description
Electronic Inspection Copy avilable for instructors here 'A very good course support that also offers students interesting and updated case studies to study in groups during tutorials. This book provides a good balance of theoretical concepts and managerial insights to offer the students a comprehensive introduction to the vast subject of marketing' - Veronique Pauwels-Delassus, IESEG School of Management The Second Edition of Marketing: An Introduction gives students embarking on an introductory marketing course at undergraduate level a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging you to take an active role and apply what you've learned to your own experience. The book covers; the marketing environment, making sense of markets and buyer behaviour, the marketing mix and managing marketing. - Packed with activities and applications, it integrates the principles of marketing theory with the practice of marketing in the real world - Marketing challenges in each chapter illustrate decisions that face practitioners day-to-day, encouraging students to reflect on how they would handle situations in their future careers - E-focus, CRM focus, ethical focus, B2B focus and global focus boxes present hot topics in marketing and help you to relate these to students' own experience - End of chapter mini case studies featuring a range of organizations, products and techniques provide further illustrations of marketing in practice Designed specifically for students new to Marketing, the Second Edition of this much-loved book provides students with all they need know to succeed on their introductory course. Visit the Companion Website at www.sagepub.co.uk/masterson
Author: Suhas Mahadeo Hawaldar
Publisher:
ISBN:
Category :
Languages : en
Pages : 85
Get Book Here
Book Description
Author: Abrham Gebreselassie
Publisher: GRIN Verlag
ISBN: 3346447790
Category : Technology & Engineering
Languages : en
Pages : 73
Get Book Here
Book Description
Master's Thesis from the year 2014 in the subject Agrarian Studies, grade: 5 (Excellent), Szent István University (Institute of Regional Economics and Rural Development), course: Rural Development and Agribusiness, language: English, abstract: The general objective of this paper is to analyze the trends of coffee sector in Ethiopia in general. Furthermore it wants to generate baseline information on production and marketing systems of the selected study area in particular by concentrating on parameters like production, marketing, institutional and organizational support and challenges and opportunities. Currently, Ethiopia contributes 3.6 percent of the total value and 3 percent of the total quantity of coffee traded to the global market, which leads the country to be the 10th largest exporter of coffee in the world and the first exporter in Africa. 40% of the total coffee production of Ethiopia is exported, which earns 33% of the overall value of agricultural goods exported and 24% of the whole export value of the country. Over one-third of the population living in the rural areas and over 15 million populations sustain their livelihoods and participated in coffee production. There are around one million coffee growers in the country. Coffee has been an important commodity which has got greater attention by the government of Ethiopia. It is the first cash crop that the Ethiopia Commodity Exchange (ECX) started trading operations in April 2008 in order to advance coffee markets in the country. High costs and high risks of transaction were the features of agricultural markets in Ethiopia before 2008, with only one third of the production reaching the market. Besides, smallholder farmers have little information about the market which limits them to sell their final products at the nearby market, deal with good prices as well as minimizing their market risk. Coffee market incompetence chiefly affect the income of coffee farmers and discourage them in the process of coffee production and marketing which lead to a significantly decreases in the country’s foreign exchange. This suggests that it is very critical to study and monitor systematically the production and marketing systems in all coffee growing areas of the country for the sake of planning and designing suitable research and development interventions that are applicable to the specific systems.
Author: Zelalem befekadu
Publisher:
ISBN:
Category :
Languages : en
Pages :
Get Book Here
Book Description
Author: Tewodros Ayalew
Publisher: GRIN Verlag
ISBN: 3346312275
Category : Business & Economics
Languages : en
Pages : 65
Get Book Here
Book Description
Research Paper (postgraduate) from the year 2020 in the subject Business economics - Investment and Finance, grade: 96 %, World Wide Education (WORLDQUANT UNIVERSITY), course: FINANCIAL ENGINEERING CAPSTONE PROJECT, language: English, abstract: Following the recent world crisis as a result of COVID-19 pandemic, the world has suffered tremendous losses in almost all market sectors that form the global economy. In this light, the researchers have decided to carry out a market research in one of the sectors of the global economy which is the commodity market. That market has a booming characteristic specifically the Ethiopian coffee export market. Therefore, it will be the project point of focus. The capstone project focuses on analysing 30 years of data and the current year before and after the COVID-19 pandemic, as well as during the period it has existed. The research used a couple of modern day tools to gather and analyse the data which has been collected from the Ethiopian Coffee Authorities. Tools such as Python and Excel have been used to develop a model for prediction and to test the hypothesis such as the ARIMA, Simple Linear Regression as well as the Paired T-test. Correlation and Covariance analyses have been carried out to test the relationship between the Ethiopian coffee market and the global economy participants such as the US and China to evaluate the degree of relationship and to find out whether the COVID-19 Pandemic has any effects on the coffee market in Ethiopia. The research result shows that the Ethiopian coffee export market will double its revenue for the coming 10 years. The project find out COVID-19 has a significant negative relationship with the coffee market but as compared with other countries disasters, the coffee export market in Ethiopia has been slightly impacted, there was still significant growth in the market during this period due to governmental policies put in place to protect the market from crashing or suffering from very heavy losses over time. It can be considered as a role model for other world countries in combating the pandemic to protect the market.
Author: Khanh Pham-Gia
Publisher: GRIN Verlag
ISBN: 3640380932
Category : Business & Economics
Languages : en
Pages : 57
Get Book Here
Book Description
Research Paper (undergraduate) from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of applied sciences, Munich, language: English, abstract: Starbucks is the world leader in the premium coffee market and has an amazing success story. In this study the key factors for the successes of Starbucks are analyzed. The distribution strategy of Starbucks, e.g. through coffee stores, grocery markets, and new retail channels, is investigated. Additionally, problems of the rapid expansion of Starbucks in national and international markets and their solutions are discussed. Starbucks sells not only its coffee; it sells the "Starbucks' experience". The company is successful to convey its vision to the customers. It can convince customers paying more for high-quality products and a new life style. Starbucks reached its goal to establish and leverage its powerhouse premium brand through rapid expansion of retail operations, introduction of new products and store concepts, as well as development of new distribution channels. Starbucks has revolutionized the coffee business. The main marketing strategy is to represent Starbucks' store as a "third place" between work and home. The company could increase the market share in existing markets and open stores in new markets rapidly. Additionally, Starbucks always tries to expand its products portfolio. The company cooperates and takes alliances with other companies to develop and distribute new products. As the result, Starbucks has developed from a local coffee bean roaster and retailer in the US to a multinational coffee and coffeehouse chain with more than 14,000 stores in 42 countries. The rapid expansion of Starbucks leads unfortunately to some serious problems. The company has to fight with the commoditization of Starbucks' brand because of a series of decisions which are necessary for the rapid business growth. Getting back to the s
