Customer

Merlo Coffee is aiming to achieve its customer base by increasing their orders to 100,000 per

month, which accounts to approximately 1.2 million orders in a year (Annual Report, 2019).

Merlo emphasize every niche equally but a large part of Espresso line is shared by job

professional Millennials.

Company

Merlo Coffee is associated with two main bodies Australian Coffee Traders Association and The

Australian Specialty Coffee Association to maintain a good quality control in coffee production.

Public

Merlo Coffee supports Rainforest Alliance Sustainable Coffee Program to maintain wildlife

ecosystem while providing coffee to its customers (Thorne et al., 2016). It makes the Merlo

Corporate Socially Responsible by contributing positively in the community development.

 Political

The Coffee industry is highly dependent on exports as many countries are producing

coffee. It is mostly imported by European and North-American countries because of its high

demand in those countries. Merlo is also affected by international trade and trade relationship

between these countries. Governments around the world are imposing taxes to reduce their

imports that can have a dramatic effect on the coffee industry as well. The Australian Customer

Requirements and Goods and Services Tax 1999 (Australian Government, 2017) influence the

political environment in which the coffee industry functions. But the Australian government is

supportive in terms of encouraging coffee companies to incorporate technologically advanced

ways to process coffee (Thang & Phuc, 2016).

  Technology

To meet the dynamic technological demanads, Merlo management opened a new $5 million

Manufacturing plant that will knowingly increase its manufacturing and storage capacity (Food

& Drink Business, 2018). This will enable the company to to roast up to 100 tonnes of beans

every week with advanced machinery setups.

References

Australian Government, (2017). Import and Export. Canberra: Australian Government

Merlo Coffee Pty Ltd, (2019). Annual Report.

Food & Drink Business, (2018). New Merlo facility to triple coffee output. Retrieved from:

https://www.foodanddrinkbusiness.com.au/news/new-merlo-facility-to-triple-coffee-

output
Thang, T.C., Phuc, V.H. (2016). Food and Fertilizer Technology for the Asian and Pacific

Religon. Retrieved from: http://ap.fftc.agnet.org/ap_db.php?id=657

Thorne, D. M., Ferrell, O. C., & Ferrell, L. (2016). Business and society: A strategic approach to

social responsibility and ethics. South-Western Cengage Learning.