This essay Coffeplan has a total of 2014 words and 11 pages.
Components of the Marketing Plan
I. Situation Analysis: Where are we now?
A. Historical Background
The coffee tree is native to Ethiopia. From there it spread throughout the Middle East. Until the 17th
Century all the coffee of commerce came from Arabia. Slowly, the efforts of Dutch merchants spread
cultivation to the East Indies. Coffee cultivation began in the Americas in the early 1700’s.
Most of the coffee trees of the Western Hemisphere are said to be descended from a single plant. It was
carried from a botanical garden in France to the island of Martinique in the West Indies by Capt. Gabriel
Mathieu de Clieu, a young military officer. He kept the tree alive during an arduous voyage by sharing with
it his limited ration of drinking water.
Coffee cultivation spread quickly through the West Indies in the next few years. Coffee was the first grown
in Brazil in 1729. Brazilian coffee exports achieved importance by 1809, and since the mid-1800’s Brazil
has by a considerable margin been the world’s leading coffee rowing nation. Between 1850 and 1900 other
Latin American nations developed extensive coffee plantations. Commercial coffee growing began in
central Africa about 1900. Africa, however, became a major source of coffee only in the period following
World War II.
The origin of man’s use of coffee is lost in the timeless legends of the Middle East. One of the most
appealing relates that some monks, after observing the liveliness of sheep which had eaten coffee cherries,
began to eat the cherries to help keep themselves awake through long nights of prayer. Consumption of
coffee probably began by the 6th century AD. A reference to coffee appears in a medical manuscript of AS
900. It was first used as a food, as a medicine, and as an ingredient in wine. Coffee as a beverage similar to
that of today - a water extracted of roasted beans - appeared around 1300. In the middle political
discussion. Rulers periodically attempted to suppress them; King Charles II of England termed
coffeehouses "seminaries of sedition."
When it became known that roasting coffee beans brought out their flavor, roasted beans were crushed,
boiled in water, and then consumed grounds and all. Spices were often added to the brew. In Egypt soon
after 1600, sugar was added to cut the bitterness of coffee. The use of milk became common in the late
1600’s. In Scandinavia and colonial America, eggs were added to reduce bitterness.
Espresso, which is brewed by forcing steam through finely ground darkly roasted coffee beans, became
popular in the 1940’s. It was the main beverage served in the coffeehouse that began to flourish near
college campuses. Again the centers of literary and political discussions, as well as poetry and folksinging ,
coffeehouse were favorite spots for the beatniks and hippies of the 1950’s and 1960’s.
B. Consumer Analysis
Bad Ass Coffee Company products are attempting to serve the serious coffee drinkers out there. We are
trying to focus of course on the older generation as well as the younger generation of coffee drinkers in the
United States today. We want to try and aim our coffee more toward the younger generation of coffee
drinkers since more and more young adults are starting to drink coffee.
a. The Bad Ass Coffee Company distribution channel can be segmented into 4 categories.
· Independent retailers
· Mass Merchandisers
· Our personal market customers
b. Bad Ass Coffee Company will be targeting the independent retailers as well as the supermarkets and
hope start our own brand name stores around the world.
c. The people who would probably enjoy our products the most would most likely be the baby boomer
type era. We would like to aim our products more toward the new generation of coffee drinkers to come.
d. Kids and minorities are not really going to be targeted as much as the young adults but everyone will be
recognized as a coffee drinker by our company.
e. The serious coffee drinker buys an average of 5lbs of coffee a week. Our goal is to try and raise this
average with the bad ass coffee name in every household.
C. Competitive Analysis
Some firms are forced to develop unique distribution channels because of inadequate promotion of
their products by independent marketing intermediaries. Not Bad Ass Coffee Company, we add
Topics Related to Coffeplan
Crops, Coffee, Arab culture, Coffee production in Indonesia, George Howell
Essays Related to Coffeplan
None Provided4None Provided4 CHAPTER 32 The tallest tree is the Redwood (Sequoia sempervirens) approx 110 m The tallest Angiosperm is the Australian Eucalyptus regnans Water Uptake and transport (Fig. 32.1) = water is essential because: transport solute, cool the body, photosynthesis and Turgor pressure Osmosis- movement of H2) through a semi-impermeable membrane Osmotic potential ( o)-depend on dissolve solute: Hi concentration means more negative o. Isoosmotic-two solution with same o; Hypoosmotic- solution
The Greenhouse EffectThe Greenhouse Effect The Greenhouse Effect Issue Statement While some people believe the earth\'s climatic changes are due to the fact that the universe is getting older, others believe it is due to the greenhouse effect. The greenhouse effect is a naturally occuring phenomenon that is responsible for trapping heat near the earth\'s surface and keeping the planet warm. It is called the greenhouse effect because the way it works is similar to the way in which a green house functions. In a greenh
African Americans In The SouthAfrican Americans In The South As a social and economic institution, slavery originated in the times when humans began farming instead of hunting and gathering. Slave labor became commonplace in ancient Greece and Rome. Slaves were created through the capture of enemies, the birth of children to slave parents, and means of punishment. Enslaved Africans represented many different peoples, each with distinct cultures, religions, and languages. Most originated from the coast or the interior of West
Agent OrangeAgent Orange In 1962, the United States Military began to use a potentially toxic chemical known as Agent Orange. The toxic chemical was used a defoliant to destroy crops and eliminate ground cover during the Vietnam War. Vietnamese troops would hide underneath the thick forest and make it impossible for United States troops to spot them. So in 1962 the Army began using Agent Orange as a way of eliminating that problem. The government had very little knowledge about the deadly chemical but went
VEssay submitted by UnknownAH VEssay submitted by Unknown Early Life Born in Monroeville, Alabama, on April 28, 1926, Nelle Harper Lee is the youngest of three children of Amassa Coleman Lee and Francis Lee. Before his death, Miss Lee\'s father and her older sister, Alice, practiced law together in Monroeville. When one considers the theme of honor that runs throughout Miss Lee\'s novel, it is perhaps significant to note that her family is related to Confederate General Robert E. Lee, a man especially noted for his devoti
American Revolution1American Revolution1 The American Revolution The American War was fought from 1776 to 1778 but the Revolution occurred much before the war. John Adams best described the revolution when he said: But what do we mean by the American Revolution? Do we mean the American war? The Revolution was effected before the war commenced. The Revolution was in the minds and hearts of the people...This radical change in the principles, opinions, sentiments, and affections of the people, was the real American R
Amish CultureAmish Culture The past five weeks in my life have really had an impact on me. In such a short period of time, I have become more aware of the different cultures that exist around the world today. We tend to think that our way of life is the only way there is, or at least the only right way. It is really very ignorant to think that everyone believes and behaves the same way. People should stop being so self-centered and take notice and interest in cultural diversity. There are numerous different
Antebellum Periods and ReformsAntebellum Periods and Reforms The Ante-bellum Period and The Reforms The overwhelming number of reforms in the ante-bellum period was a result the rapid change that was occurring around the country. These changes were seen in economics, politics and society. Americans reacted in a nationwide panic which created doubts of the goodness of the changes America was going through. The institution and then rise of the market economy and the Second Great Awakening had the greatest effect on America. Th
CambodiaCambodia The Impact of the Past on the Present Cambodia, then, like so many other nations in the developing world, is an agricultural country, and, in terms of the cash incomes of its people, desperately poor. In the past, Cambodia was able to earn foreign exchange to pay for imported goods by selling agricultural surpluses-of rice and corn, for example-or plant crops, such as pepper, rubber, and cotton. Its normal patterns of trade were broken up in the wars of the 1970\'s. When the fighting di
Causes of the Civil WarCauses of the Civil War CAUSES OF THE AMERICAN CIVIL WAR I. Introduction to Civil War The American Civil War was a war fought within the United States of America between the North (Union) and the South (Confederacy) starting from 1861 and ending in 1865. This war was one of the most destructive events in American history, costing more than 600,000 lives. It was thought to be one that helped shape the character of the American individual today. From the Southern point of view, this war was a War
Causes of the Civil War1Causes of the Civil War1 CAUSES OF THE AMERICAN CIVIL WAR I. Introduction to Civil War The American Civil War was a war fought within the United States of America between the North (Union) and the South (Confederacy) starting from 1861 and ending in 1865. This war was one of the most destructive events in American history, costing more than 600,000 lives. It was thought to be one that helped shape the character of the American individual today. From the Southern point of view, this war was a War
Entrepreneurial AdventureEntrepreneurial Adventure Entrepreneurial Adventure: The Development of Economics in The United States “Capitalism came in the first ships.” -Carl N. Degler Barit Brown United States History Saturday, March 18, 2000 4,753 words The United States was a nation of development. It was a nation of growth and of innovation. From the signing of the Declaration of Independence, to the end of World War II and so forth, complex dilemmas called for complex solutions and complex solutions called for innovat
Evaluation of the new dealEvaluation of the new deal An evaluation of the new deal Franklin D. Roosevelt brought the new deal in to Americans life in the early thirties. Its purpose was to deal with the depression. Following the depression there were many programs and acts to help the nation recover from the depression. The forgotten Americans were the ones who needed the new deal to benefit them. These people were the blacks, women, immigrants, and the many people who suffered from poverty. Unemployment was one of t
Farm LifeFarm Life Farm Life Isn’t Easy! Life as a farmer was by no means easy. There were a lot of problems and strains, but it had its good points. The Homestead Act passed in 1862 by Congress gave 160 free acres of prairie land to anyone who would live on it for five years. A lot of farmers also bought land from the Railroad Company so they could be close to the transcontinental railroad tracks, which made transportation better. Though the land was free, the problems nearly outweighed the advantages.
George Washington CarverGeorge Washington Carver George Washington Carver was born into slavery January of 1860 on the Moses Carver plantation in Diamond Grove, Missouri. He spent the first year of his life, the brutal days of border war, between Missouri and neighboring Kansas. George was a very sickly child with a whooping cough, which later lead to his speech impediment, and he was tiny and puny. George’s father, James Carver, died in a wood hauling accident when he was bringing wood to his master’s house one day. G
Honest Abe Abe LincolnHonest Abe Abe Lincoln INTRODUCTION Abraham Lincoln, Honest Abe, is one of the greatest American Presidents. He is known today for his Presidency in which he fought the Confederacy during the Civil War and abolished slavery with the Emancipation Proclamation and later the Thirteenth Amendment. He was an intelligent, honest, and just leader who governed at a critical time in American history. PRE-PRESIDENCY Lincoln was born on the twelfth of February 1809 in a cabin three miles outside of Hodgenv
Light and the GloryLight and the Glory The Light and the Glory The United States Constitution has been the bedrock for the longest lasting government in all history. Why is it that our constitution still exists after more than two hundred years? Is it the incredible minds of those that framed it, or is it something else? In 1620, the Pilgrims departed from Holland and set out for America. Ten years later, they were followed by the Puritans. The Puritans and the Pilgrims experienced incredible hardships, which forc
MercantilismMercantilism Mercantilism is an economic theory where a nation\'s strength comes from building up gold supplies and expanding its trade. Britain formed the American colonies so that they could increase their gold stores. They wanted raw supplies to make into products to sell and make money. They wanted America to pay taxes so that Britain could make money. America used the theory in that they thought they ought to, in order to be strong expand their trade beyond Britain. Countries like Belgium,
Normandy InvasionNormandy Invasion Introduction The Allied invasion of France on June 6, 1944 is variously known as D-Day, the Longest Day, Cross-Channel Attack, and probably some others as well. It was the largest single military operation of World War II. Hence, the Normandy beaches are a must stop if you get anywhere close to France. The 50th anniversary celebration in 1994 generated a lot of hype. The recent movie Saving Private Ryan rekindled that interest. However, the landing always held a special niche g
Plantation slaveryPlantation slavery Slave Life The warm climate, boundless fields of fertile soil, long growing seasons, and numerous waterways provided favorable conditions for farming plantations in the South (Foster). The richness of the South depended on the productivity of the plantations (Katz 3-5). With the invention of the cotton gin, expansion of the country occurred. This called for the spread of slavery (Foster). Slaves, owned by one in four families, were controlled from birth to death by their white
Populist PartyPopulist Party The Populist Party, a third political party that originated in America in the latter part of the nineteenth century, derived as a result of farmer discontent and economic distress. This was caused by the country\'s shift from an agricultural American life to one in which industrialists dominated the nation\'s development. The public felt as if they were being cheated by these robber barons, a term given to those who took advantage of the middle and lower classes by boldly steal
RooselveltRooselvelt Franklin Delano Roosevelt Franklin Delano Roosevelt was the 32nd president of the United States. Roosevelt served longer than any other president. His unprecedented election to four terms in office will probably never be repeated; the 22nd Amendment to the Constitution of the United States, passed after his death, denies the right of any person to be elected president more than twice. Roosevelt held office during two of the greatest crises ever faced by the United States: the Great De
Salt River PimaMaricopa Indian TribeSalt River PimaMaricopa Indian Tribe The Southwest Region Native American tribe that is discussed in the following focuses on the Salt River Pima-Maricopa Indian Community. The Pima-Maricopa Indians have struggled and endured a constant hardship of events in its background, history, and location. Thomas Dobyns, the author of The Pima and Maricopa stated, ”they have suffered through their worst years at the hands of ruthless investors and land grabbers, and the fight to undo the damage will never
Slave cultureslave culture Slave Culture Slavery in America thrived and continued to grow because there was a scarcity of labor. Cultivation of crops on plantations could be supervised while slaves used simple routines to harvest them, the low price at which slaves could be bought, and earning profits as a bonus for not having to pay hired work. But in the beginning half of the 19th century a strong push for slavery\'s final straw was coming. The people of the South tended to be more genteel, and seemed not
The American DreamThe American Dream A Lifetime of Change- American Dreams The quest for truth and Justice, for social and economic equality. A place where everyone had a fair change at making it big. America! America! The land of the FREE and the home of the brave, set your sail and travel to the New World of wonder and where your wildest dreams come true. Through the eyes of Peter Noyes you can see a drastic change in America. Within his lifetime the American Dream became real, and the ways of life became a lot
The Success of England and S Spain in the ColonizaThe Success of England and S Spain in the Colonization of the New World The Success of England and Spain in the Colonization of the New World The success in the colonization of the New World (America) depended of many factors such as the treatment of the natives, the Church, methods of government, the support of the colonists, the role of religion, and also the condition of the country who wanted to colonize. I consider success when you have a goal and you achieve it, or perhaps when you obtain
The Transatlantic SlaveThe Transatlantic Slave Transatlantic Slave Trade From the 1520s to the 1860s an estimated 11 to 12 million African men, women, and children were forcibly embarked on European vessels for a life of slavery in the Western Hemisphere. Many more Africans were captured or purchased in the interior of the continent but a large number died before reaching the coast. About 9 to 10 million Africans survived the Atlantic crossing to be purchased by planters and traders in the New World, where they worked
Costa RicaCosta Rica Greg Coffta Bio190/Costa Rican Adventures 11/30/1999 Part I Banana: Bananas were most likely picked up by the European traders in Southeast Asia when in search for spices. Soon, as the discovery of the Tropics arrived, traders took bananas to Central America. Breadfruit: this fruit commonly grows among the southern Pacific islands, and it probably found its way to Costa Rica when the natives started to explore on boat. Chocolate: as far as I could find, chocolate is native to Central
None ProvidedNone Provided Chapter 1(pgs.15-24) In first chapter, the reader is introduced to all of his wonderful animals. Obviously most of the chapter is intended to spark pity and a sense of sympathy for the poor, suffering farm animals, but the old Major\'s words are very telling. The wise old pig addresses the central conflict of the book, and of Orwell\'s intended meaning-- tyranny. The first (and seemingly only) dictatorship the animals must overcome is the rule of Mr. Jones and the other humans. T
Wildlife RefugeWildlife Refuge WILDLIFE REFUGE Gray Lodge Wildlife Area, located in Butte County of Northern California, serves many purposes to surrounding communities, including wildlife. Divided in two segments, this refuge serves the wildlife and recreational desires of visitors; one segment is for the waterfowl to rest, and the other designated for hunting. Approximately 50,000 visitors come to this Wildlife refuge every year. Various activities and events bring spectators of nature and sport hunting year
A cross cultural perspective of polygynyA cross cultural perspective of polygyny A Cross Cultural Perspective of Polygyny As an institution, polygyny, the social arrangement that permits a man to have more than one wife at the same time, exists in all parts of the world. From our present knowledge, there are very few primitive tribes in which a man is not allowed to enter into more than one union. In fact, ethologists now believe that only one to two percent of all species may be monogamous (Tucker). None of the simian species are str
Aztec CultureAztec Culture Aztec Nation By: DJ XTC The Aztec Nation A distant sound is heard. It sounds like a deep drum being hit with a heavy instrument. You hear it again and strain your eyes in the direction of the sound. All around you is dense jungle. Snakes slither between your legs. You hear the sound once again. In front of you is a dense stand of ferns. You part them and look down into a wide open valley. The valley gets so wide and it is so green that it takes your breath away. But that is not wha
Aztec Culture1Aztec Culture1 Aztec Nation By: DJ XTC The Aztec Nation A distant sound is heard. It sounds like a deep drum being hit with a heavy instrument. You hear it again and strain your eyes in the direction of the sound. All around you is dense jungle. Snakes slither between your legs. You hear the sound once again. In front of you is a dense stand of ferns. You part them and look down into a wide open valley. The valley gets so wide and it is so green that it takes your breath away. But that is not wh
Crop ProductionCrop Production Beginning about 12,000 years ago, the human population began a trend that completely changed the way we, as a race, evolved. For the first time in history, humans pushed beyond the restraints of traditional hunting and gathering, into domestication and farming. It was a change that would not only take thousands of years to prove worthy, but also may have set us back on the evolutionary path at the time. Along the path to this point, we have been constantly changing and finding ne
The Aztecs A case studyThe Aztecs A case study The Aztecs are an ancient culture that had many customs and rituals that by modern standards are considered barbaric. Their culture was made up of different social classes, and was primitive yet very advanced. They were located in the mainland of Mexico, and their empire was quite vast over that area. Their culture began around 1100, and ended around 1520. The exact numbers of the Aztecs is not known due to the age of their culture, but judging by the size of their empire
Tzotzil MayaTzotzil Maya This paper introduces the Tzotzil Maya by establishing some of the essential information about them. The home of the Tzotzil Maya lies in the highland region of central Chiapas in southeastern Mexico. Their territory has increasingly started to overlap with the Tzeltal, which are also Mayan indigenous people. This has caused them to influence each other culturally, linguistically, and politically. The habitat of the Tzotzil is highland, with mountains, volcanic outcroppings, and val
Gothic Architecture Vs Egyptian ArchitectureGothic Architecture Vs Egyptian Architecture Gothic Architecture Vs. Egyptian Architecture The sediment richens the soil year after year by the Nile that floods the valley and rises twenty to thirty feet high. African villagers expect the seasonal rains; the precipitation determines the crops productivity. The valley cut by this dominating river is also where one of the greatest Neolithic civilizations grew. The originals were of mixed races but all derived from the white races. By 4000 B.C. the
Gothic Architecture Vs Eqyptian ArchitectureGothic Architecture Vs Eqyptian Architecture Gothic Architecture Vs. Egyptian Architecture The sediment richens the soil year after year by the Nile that floods the valley and rises twenty to thirty feet high. African villagers expect the seasonal rains; the precipitation determines the crops productivity. The valley cut by this dominating river is also where one of the greatest Neolithic civilizations grew. The originals were of mixed races but all derived from the white races. By 4000 B.C. the
A Critique of Cradling WheatA Critique of Cradling Wheat Often times people tend to look at a work of art and only see a picture. Later, if one looks closer a clear message or meaning is depicted by the artist. Thomas Hart Benton’s work, Cradling Wheat, for example is just a picture at first glance, but as one examines the painting closer, the story behind it becomes evident. This tempera and oil on board composition illustrates four men in a field threshing and bundling wheat. Benton draws the viewers eye forward by placi
Egyptian and mesopotamia artegyptian and mesopotamia art Though they were close geographically, the differences in their customs put Mesopotamia and Egypt worlds apart. These two Empires were in some ways radically different, yet in others, amazingly similar. Both built temples, farmed, had social classes, had government, and praised many gods. Under their great rulers, these two empires expanded and developed many things that still effect us in our lives today. Egypt was located in the Nile River Valley. They used the fer
AstrologyAstrology Have you ever wondered what the signs of the Zodiac means? When we turn on the TV it seems we always see an advertisement on horoscope predictions. People call in and get the predictions they have been looking for. When the newspaper first arrives, some people go to the horoscope section first. They base the entire day or entire week on the report they get. It seems that this phenomenon is something all new, or is it? Astrology has been around since ancient times, even dating back to b
Captain John SmithCaptain John Smith John Smith had many characteristics that helped to make him an important person in the beginning settlement of the New World. He was a brave and strong person who seemed to have little fear. He ran away from home when he was young and became a soldier in Europe and the Near East (Barbour). He thrived for excitement and adventure. During the settlement of Jamestown, he took on the responsibility of leadership by saving the colony from starvation (Microsoft). He made the men pla
Crazy horseCrazy horse Crazy Horse When I think back of the stories that I have heard about howthe Native American Indians were driven from their land andforced to live on the reservations one particular event comes tomy mind. That event is the Battle of the Little Big Horn. It isone of the few times that the Oglala Sioux made history with thembeing the ones who left the battlefield as winners. When storiesare told, or when the media dares to tamper with history, it isusually the American Indians who are l
Joseph StalinJoseph Stalin Joseph Stalin was a Georgian Marxist revolutionary leader and later dictator of the USSR. He was born in Gori, Georgia. He studied at Tiflis Orthodox where he was expelled from in 1899. After joining a Georgian Social Democratic organization in 1898, he became active in a revolutionary underground, and he was twice sent to Siberia. As a leading Bolshevik he played an active role in the October Revolution. In 1922, he became general secretary of the Party Central Committee, a positi
Thomas Jefferson2Thomas Jefferson2 The third president of the United States, a diplomat, statesman, architect, scientist, and philosopher, Thomas Jefferson is one of the most eminent figures in American history. No leader in the period of the American Enlightenment was as articulate, wise, or conscious of the implications and consequences of a free society as Thomas Jefferson. Thomas Jefferson was born on April 13, 1743, at Shadwell, a tobacco plantation in Virginia. His father, Peter Jefferson, was a self-made
Gulivers travelsgulivers travels Gulliver\'s Travels Author Info Swift was dean of St. Patrick\'s Cathedral in Dublin when his novel came out. Since in this book he wrote about and often harpooned-prominent political figures, he published the book anonymously. While most readers were trying like mad to find out who the author was. Swift\'s close friends had fun keeping the secret. Londonwas stunned with thoughts about the author\'s identity, as well as those of some of his characters. Swift\'s dying years were
Guns Germs and SteelGuns Germs and Steel Book Review on Jared Diamond’s Guns, Germs and Steel Why is it that Europeans ended up conquering so much of the world? Or as Yali puts it in the far beginning of the book, “Why is it that you white people developed so much cargo and brought it to New Guinea, but we black people had little cargo of our own”? Despite all the contrary evidence from anthropology and human biology, many persist in attributing the differing political and economic successes of the world’s peoples
In Dubious Battle book reviewIn Dubious Battle book review Summary This story opens with the main character named Jim Nolan leaving behind his former life and going to meet Harry Nilson, a leader of the “Party.” Jim had a father killed in a riot, a mother who died, and a sister that was missing. He wants to join the “Party” because he wants to do something that will give his life meaning. He is accepted, and is introduced to other members of the party. The next day, Jim accompanies Mac McLeod to Torgas Valley to help worker
ScarlettScarlett Scarlett by Alexandra Ripley Scarlett is about a southern woman who had survived the Civil War, had been widowed twice with two children. She got married again to Rhett Butler, and they had a daughter who was killed when she fell off a horse. Since the death of the child, her husband did not want anything to do with Scarlett. Rhett gave Scarlett all the money she needed, but she wanted him. Heartbroken, she went to Ireland where her father came from. She did not tell anyone in America
Stranger From A Different ShoreStranger From A Different Shore Struggling Strangers Strangers From A Different Shore by author/professor Ronald Takaki has brought a new perspective of my growing knowledge of the hardships and endless obstacles that Asian-Americans have struggled with through their immigration experience. Immigrants of Asia represent many countries and many different situations that have brought them to this better country with hopes for more opportunities to succeed. Asian-Americans are those whose roots