MKT2013: Identify and analyze the relevant factors in the microenvironment that might be affecting Global Coffee Co’s business performance: Principles of Marketing Case Study, UPTM, Malaysia
| University | Universiti Poly Tech Malaysia (UPTM) |
| Subject | MKT2013: Principles of Marketing |
Global Coffee Co. is a well-established coffee chain that operates in multiple countries. Over the past year, the company has experienced a decline in customer visits and sales across all of its stores.
Global Coffee Co. has long been a favorite among coffee enthusiasts for its diverse coffee blends and cozy ambiance. However, shifting market dynamics, changing consumer preferences, and emerging competitors have led to a decrease in foot traffic and overall sales. The market is becoming increasingly competitive, with new coffee shops and alternative beverage options entering the scene. Despite offering various high-quality coffee options and a comfortable atmosphere, the company is struggling to attract and retain customers.
- Identify and analyze the relevant factors in the microenvironment that might be affecting Global Coffee Co’s business performance.
- Discuss the potential impact of demographic, economic, social, technological, and cultural trends on the company’s marketing strategies.
- Apply the consumer behavior concepts you’ve learned to explain why consumers may go to Global Coffee Co. Consider cultural, social, personal, and psychological factors influencing consumer perceptions and decisions.
- Discuss the potential segmentation bases that can be utilized to market this product.
- Based on your analysis, propose and justify three strategic recommendations that Global Coffee Co. could implement to reverse the decline in its sales performance.
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