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This marketing plan presents the proposal by the Lighthouse Roasters to supply the roasted gourmet coffee to the Peter’s Doughnuts restaurant.
The alternatives for the supplies
The Lighthouse Roasters have three alternatives that we may use to supply the roasted gourmet coffee to the Peter’s Doughnuts restaurant. The supplies may be done on Mondays, Wednesdays or Saturdays of every week. However, depending on the demand and special occasions, we are flexible to supply the roasted gourmet coffee at anytime requested.
Time and duration of delivery
Delivery of the roasted gourmet coffee will be done in the mornings unless special occasions demand otherwise. However, we are flexible to your suggestions. We propose a renewable contract of six months. This contract is meant to protect your interests from the market dynamics such as changes in prices of the roasted gourmet coffee. We guarantee to supply our roasted gourmet coffee for the entire period of the contract without changing the terms of engagement.
Our roasted gourmet coffee is the best in the market in terms of quality and price. In fact, we use the latest technology in processing this coffee. We are in a position to supply up to 500 pounds of the roasted gourmet coffee per month. This is a guarantee of reliability on our side.
We promise free delivery to all your restaurant branches. In order to diversify market for the roasted gourmet coffee, we intend to create multiple products from the same product with different coloration, scent and packaging. This will create an environment of own competition and block other competitors from encroaching into the company’s market.
In the overcrowded market for roasted gourmet coffee, product position is directly linked to the success in the short and long term. We intend to position this product as the first of its kind in the market since we will add special aromas.
Once this is achieved, the delivery channel will revolve on quality maintenance to support the leading marketer status. In the process, a permanent and positive image of the company will be glued in the minds of our client. In order to cut a unique niche, the right audience will be captivated by the smaller portions available, vitamin A additive, and ‘easy to prepare’ and energy saving benefits.
In order to achieve this aim, demographic differentiation will be based on income supported by strategic packaging and series of relevant marketing campaigns. Since Lighthouse Roasters has established itself in the market, this would the best approach towards commanding a price premium. In addition, the company intends to recruit distribution agencies and well trained marketers for the coffee product.