MARANTAL, MARIAN B.

BSBA IV-MKT

TEXT :

2015

VIEWPOINT:

Green Mountain Coffee Roaster

MAJOR PROBLEM :
base?

How to choose the best way in expanding its customer

OBJECTIVE :
To adopt or choose the best way in expanding its
customer base in Green.
Mountain.
SWOT ANALYSIS
STRENGTH :

Providing customers good coffee in two decades.

Well known for its ethical business practices and its

commitments to social
responsibilities.
Worlds largest supplier of double certified coffee products.
WEAKNESS :

Availability of different coffee flavors.

OPPORTUNITIES :Provide customers that would suit their chosen flavors.

Another resources or suppliers for different coffees.
THREATS :

Big competitors like Starbucks coffee

Cultural factor
Economic factor

ALTERNATIVE COURSES OF ACTION

ACA #1 :

Worldwide constituting or putting up branches

ADVANTAGES :
come and go.

1. Different customers from different places would

2. Theyd become well known internationally.

DISADVANTAGES:
needed.

1. Large amount and long range of time will be

2. Critics will increase.

ACA #2 :

Conduct research or survey from customers.

ADVANTAGES :
upon coffee.

1. They will know customers wants and tastes

2. Direct help from customers through to expanding

terms.
DISADVANTAGES:

1. Not so sure if all customers will cooperate.

2. Probably will be conducted on near places.

RECOMMENDATION :

ACA #2

PLAN OF ACTION :
1. Set goals and plans first.
2. Check the best location for branching.
3. Assemble papers, documents and requirements for expansion.
4. Conduct the activity after everything's done.