Marketing Poposal for JavaJoy, Inc Brewing Equipments Essay

Exclusively available on Available only on IvyPanda® Made by Human No AI

Introduction

JavaJoy, Inc would like to increase their sales by exploiting the explosion of gourmet coffee consumption as an opportunity for growth. The following proposal has been prepared.

Objectives

  1. To examine the current market size, target audience and potential demand.
  2. To recognize promotional platform that can be used for launching the JavaJoy machines
  3. Classify attitudes to JavaJoy, Inc brewing systems, our pricing and competitor products.
  4. Identify the existing marketing channels and their effectiveness.

Desk research

Purpose

To examine the current market size and potential demand, our search in secondary sources will collect information on national usage of beverage brewing machines in the last ten years. This trend data should provide a useful indication about the standing in the market place. We must, at this phase generate a list of other brands and reveal any important information on competing makes that may be useful in the research.

The desk research will seek to answer a list of questions which should be listed in effective sequence and having exact wording and none biased. A multichotomous test will give the researchers precise answers on; how many customers use coffee brewing machines? What brands and type of brewing machines are used? What are the machines currently used for? What prices are charged? What sizes are available? What promotions are currently used? What distribution channels are used? Who should be the target audience?

Procedure

The search will commence within JavaJoy; Inc. We will consult staff with records, brief them on the requirement of the research and would hold four meetings for the purpose. We would expect to access inside information on the regional market place, information on distribution channels, correspondence with customers, regional buying patterns and any complaints. These will be all indicative of the likely domestic market and place and will indicate strengths and weaknesses to help in segmentation. An external search will be done; we will obtain and analyze existing market assessments by relevant trade associations. We will inspect published research relevant to our products. We intend to create a portfolio of promotional materials used by our competitors. This will aid us in exploring likely marketing platforms.

Qualitative research

Focused research will be used to probe the attitudes of the potential customers towards the JavaJoy brand, to assist in the exploratory component of the objective.

Successive quantitative research will be used to gauge how strong these attitudes are?

How and where JavaJoy machines are used? Brands which customers are aware?

Which groups of people are likely to use this high quality machines? The quantities they could probably buy?

Population and sampling

I propose two groups as follows

Group 1Group 2
Medium and large restaurantssmaller chains / independent restaurants / institutions

These will include

Large users and small users

A questionnaire will be prepared with an aim of probing: what kinds of coffee brewing machines are currently in use? What other kinds of machines are potential buyers aware of? Which group is likely to use our machines? What quantities are they likely to buy? Would they be ready to pay a higher price for our product?

Procedure

We will describe then show JavaJoy products along with the likely competitors highlighting our superiority. One issue here is pricing which could be an important variable. This should be ensured that it won’t be a distraction by emphasizing on the quality.

Quantitative research

We propose to carry out personal interviews and telephone studies concurrently

Use of questionnaire has been chosen to get the first hand information and establish a potential link for further inquiries. We have not proposed a postal study or online approach since we feel that personal interview offers us the prospect of selecting people accurately and quickly. Use of telephone gives us ways of reaching more respondents. This gives us an assurance of achieving the desired number and types of respondents (Leedy, 1980).

Purpose

This stage aims to quantify how many users of coffee machines are their and the types that they use. It will also give the percentages of brands which consumers are aware of. We will provide percentages for both unprompted and prompted responses. By sorting the data, we will know what type of customers buy and use these machines and the prices they are prepared to pay. We will also seek to investigate negative or positive name association for the product.

Population and sampling

We will carry out 180 interviews in medium, large and small enterprises and institutions. This will give spread of responses and the opportunity to identify interesting differences. The data should be analyzed and a report prepared using the appropriate data analysis tools like the ANOVA ( Winner, 1991).

Reporting

An easy to understand report, including graphs, figures and tables will be presented after the qualitative research. This are tools for organizing and displaying data (William, 1995). A meeting with the management to discuss the next stages of the research will be held. A formal presentation of all results, along with conclusions drawn will be made. A report summarizing the findings will also be drawn.

References

Leedy, Paul. ( 1980). Practical research planning and design. New York: Macmillan.

Winner, J. ( 1991). Statistical principles in experimental design. New York: McGraw-Hill.

William,V. ( 1995). Statistics. Cambridge: Harper and Row.

More related papers Related Essay Examples
Cite This paper
You're welcome to use this sample in your assignment. Be sure to cite it correctly

Reference

IvyPanda. (2021, November 17). Marketing Poposal for JavaJoy, Inc Brewing Equipments. https://ivypanda.com/essays/marketing-poposal-for-javajoy-inc-brewing-equipments/

Work Cited

"Marketing Poposal for JavaJoy, Inc Brewing Equipments." IvyPanda, 17 Nov. 2021, ivypanda.com/essays/marketing-poposal-for-javajoy-inc-brewing-equipments/.

References

IvyPanda. (2021) 'Marketing Poposal for JavaJoy, Inc Brewing Equipments'. 17 November.

References

IvyPanda. 2021. "Marketing Poposal for JavaJoy, Inc Brewing Equipments." November 17, 2021. https://ivypanda.com/essays/marketing-poposal-for-javajoy-inc-brewing-equipments/.

1. IvyPanda. "Marketing Poposal for JavaJoy, Inc Brewing Equipments." November 17, 2021. https://ivypanda.com/essays/marketing-poposal-for-javajoy-inc-brewing-equipments/.


Bibliography


IvyPanda. "Marketing Poposal for JavaJoy, Inc Brewing Equipments." November 17, 2021. https://ivypanda.com/essays/marketing-poposal-for-javajoy-inc-brewing-equipments/.

If, for any reason, you believe that this content should not be published on our website, please request its removal.
Updated:
This academic paper example has been carefully picked, checked and refined by our editorial team.
No AI was involved: only quilified experts contributed.
You are free to use it for the following purposes:
  • To find inspiration for your paper and overcome writer’s block
  • As a source of information (ensure proper referencing)
  • As a template for you assignment
Privacy Settings

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

  • Basic site functions
  • Ensuring secure, safe transactions
  • Secure account login
  • Remembering account, browser, and regional preferences
  • Remembering privacy and security settings
  • Analyzing site traffic and usage
  • Personalized search, content, and recommendations
  • Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Required Cookies & Technologies
Always active

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Site Customization

Cookies and similar technologies are used to enhance your experience by:

  • Remembering general and regional preferences
  • Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy.

Personalized Advertising

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy.

1 / 1