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JUAN VALDEZ CAFE FRANCHISE

IN PETERBOROUGH
STUDENT: HUMBERTO GIL
MEJIA
LECTURER:DEVORAH GREEVE
MBA ANGLIA RUSKIN
UNIVERSITY

INDEX
1.INTRODUCTION
2.HISTORY OF COFFE
3. COFFEE FROM COLOMBIA
4. JUAN VALDEZ CAF PROCAFECOL FRANCHISE
5. REPORT OVERVIEW
6.PESTEL ANALYSIS
6.1 POLITICAL
6.2ECONOMICAL
6.3 SOCIOLOGICAL
6.4 TECHNOLOGICAL
6.5 LEGAL
6.6 ENVIROMENT
7. PORTER 5 FORCES
8. JUAN VALDEZ PORTER 5 FORCES
8.1SUPPLIER POWER
8.2 BUYER POWER
8.3 COMPETITIVE RIVALRY
8.4THE THREAT OF SUBSTITUTION
8.5THE THREAT OF NEW ENTRY
9. SWOT ANALYSIS
10. JUAN VALDEZ CAF SWOT ANALYSIS
11.THE MARKETING PLAN

12.CORPORATIVE OBJECTIVES
13.GROWTH STRATEGY
14.MARKET PENETRATION

15.MARKETING SEGMENTATION
16. JUAN VALDEZ CAFE SEGMENTATION ANALYSIS
17. MARKETING SEGMENT
18.MARKET POSITIONING
19 REFERENCES
20 APPENDIX

1. INTRODUCTION
Coffee is a beverage that is made from hot mix of roasted beans of the coffee plant (Coffea
Rubiaceae family known as coffee).
Although commercially is the world's number one beverage is estimated that one third of the
world population consumes it (half the world's population consume tea).
Coffee is the worlds most widely traded tropical agricultural commodity, accounting for
exports worth an estimated US$ 15.4 billion in 2009/10, when some 93.4 million bags were
shipped.19:13 07/04/2013 (International Coffee Organization 2013) (1)
Its popularity is largely due to its invigorating and stimulating effect, due to the presence of
caffeine in about 0.75% to 1.5% by weight.
Caffeine acts in this case as a stimulant and diuretic acting on the central nervous system,
heart, veins, arteries and kidneys.
2.HISTORY OF COFFE
There are two possible origins of the name of the drink (2)
In one the name derives from the Arabic word qahwah (similar to its use and pronunciation
in Slavic languages, and another that connects etymologically with the province Kaffa in
south western Ethiopia (Abyssinia) credited as being the birthplace plant that gives rise to
the drink.
Those plants growing wild in Kaffa were taken to southern Arabia where they were cultivated
about 500 years ago. The origin is doubtful considering how the name of the drink in
pronounced in different languages. In Chinese kai-fei, in Swedish and Danish kaffe, in
Dutch and German Kofi, in Finnish kahvi, Kav Hungarian, Polish and Ukrainian kawa in
Persian and Turkish kahveh, ending in Castilian, Portuguese and French coffee.
3. COFFEE FROM COLOMBIA
Is the name that is given to 100% Arabica coffee beans produced in Colombia's coffee
regions in altitude specific ranges between 1,000 and 2,200 meters above sea level (masl).
It arises from the particular combination of factors related to latitude and altitude of the land
of coffee in Colombia. Its soils, the botanical origin of the species and varieties of coffee
produced, climate characterized by the double passage of the Intertropical Convergence

Zone the changing topography, light, favorable temperature range, an adequate amount and
distribution of rainfall during the year and local cultural practices including, selective
collection processes and processing of the fruit, washed and dried. These factors together
lead to the production of a protuberant coffee, soft, clean with relatively high acidity, body
balanced pronounced flavor and excellent sensory profile.
The products Behind Caf de Colombia have been famous by its remarkable marketing
campaign. The most important factor is that Colombian growers are aware of the importance
of origin in a cafe not only from the point of view of their quality, but from the perspective of
social environment.
Colombia differs from other countries by having a coffee institution working for sustainable
production welfare to coffee growers called the Colombian National Federation of Coffee
Growers (CNFCG) is known since its foundation in 1927 (3)
4. JUAN VALDEZ CAF PROCAFECOL FRANCHISE

Procafecol S.A. was created in November 2002 by the National Federation of Coffee
Growers of Colombia, coinciding with the opening of a store first Juan Valdez Coffee in
Bogot D.C (4)
Since 2004, Procafecol S.A. began the process of expansion of Juan Valdez Coffee shops
in different cities starting with Bogota, the capital of Colombia and in 2006, following the
creation of the brand began Juan Valdez products through new channels of distribution
as supermarkets and institutional channel of Colombia. This new dynamical allowed the
company to reach the premium Colombian coffee products to more consumers in Colombia
and in the world
The year 2005 was the beginning of the international expansion for Juan Valdez . This year
marked a milestone for the brand after its arrival in major markets like Spain and the United
States. From 2006 were created alliances with companies such as Falabella of Chile, Casual
Brands Group in Spain and Latincaf - Int Food Services Corp of Ecuador, which made it

possible to open the doors of new stores Juan Valdez Coffee to the public offering of new
territories best premium Colombian coffee.
5. REPORT OVERVIEW
Juan Valdez the franchisees flagship character was created in 1959 and since then
represents more than 500,000 Colombian coffee families. Its primary function is to promote
to the world the work and dedication that make it possible to obtain an exquisite product and
unique as Colombian coffee.(5)
For years, Juan Valdez has been dedicated to the promotion of Colombian coffee and put
his firm in 2002 as a backup to the products that bear his name and coffee shops where real
live premium Colombian coffee experience.
Thus was created the Juan Valdez Coffee shops, where thanks to our coffee and our
paper we provide an unforgettable experience for each of our clients.
Since the creation of Juan Valdez as the brand that identifies the premium Colombian
coffee, their products, and coffee shops became the showcase for excellence to boost the
work of farmers, reflecting their responsibility and commitment to the producers of the best
beans from Colombia.
6.PESTEL ANALYSIS
PESTEL is an acronym that stands for Political, Economical, Social, Technological,
Environmental and Legal. It is used by many international consultancies to describe an
analysis that is used for determining the opportunities and risks of global expansion.
(PESTEL, 2013)
6.1 POLITICAL
CHANGE TAKING PLACE

IMPACT ON JUAN VALDEZ CAF

Fair trade , and high standards

Recognition and endorsement of the Juan

certification,ISO 9000 awarded by the

Valdez brand to become the international

government of Colombia (CNFCG)

image of Colombian coffee

Franchisee created by the Colombian

The implementation and start of a brand

government in 2002(PROCAFECOL)

which offers pure Colombian coffee.

Wide support of the Peterborough council

Create jobs in the UK in the area of

towards the development of the city. with the

Peterborough, Cambridgeshire as part of the

Juan Valdez products, engaged and focus in

mission and values of Juan Valdez Cafe

service and quality

6.2 ECONOMICAL
CHANGE TAKING PLACE

IMPACT ON JUAN VALDEZ CAF

The March 2013 average composite

The business is becoming less profitable for

indicator price for coffee fell to $1.32 per

coffee traders.

pound, a 28 per cent drop compared to last


February-NASDAQ-(6)
The monthly average composite price for

The business is becoming less profitable for

Colombian Milds suffered an even bigger

coffee growers

drop during the same period, falling 34 per


cent from $2.44/lb to $1.61/lb (International
coffee organization)
The current economic recession in the U.K

Despite the UK falling into a triple-dip

can affect the market

recession, consumers are increasingly


willing to pay 2.50 or more for a cup of
coffee. In the 13 weeks to the end of May,
Costa's jumped 8.4%. Last year Costa's
profits rose 38% to 70m.

Rising of the peso, Colombian Currency (7)

It affects the exportations of the coffee from


Colombia

6.3 SOCIOLOGICAL
CHANGE TAKING PLACE

IMPACT ON JUAN VALDEZ CAF

Encourage people to know more about the

Customers, will know the difference between

development of Arabica coffee in Colombia

Colombian Arabica flavour and other kind of


coffee

79.6% of coffee consumers care about the

Juan Valdez Cafe is committed to the care

conscious effort to recycle. (Mintel, 2012)

and respect for the environment through


sustainable practices

6.4 TECHNOLOGICAL
Implement of special machines for making

Juan Valdez Cafe will use cutting edge

different kinds of coffee and cappuccino and

technology in all its stores, in areas such as

American designed exclusively to handle

coffee machines, customer service, systems,

Colombian Arabica coffee beans (PROCAFE

inventory, etc.

COL)
Baristas trained in the Specialty Coffee

Technology based on the best training

Association of Europe replicating their

techniques for baristas

practices with the best technological


standards in Juan Valdez Coffee.
(PROCAFECOL)

6.5 LEGAL
International certification ISO 9000 for quality

Better quality standards, better acceptance

standards for Colombian coffee (CNFCG)

from customers

6.6 ENVIROMENTAL
Climate changes is varying the temperature

Can Affect the supply of coffee from

on the Colombian Andes affecting coffee

Colombia

harvests (8)
Constants tropical pests affecting crops of

Can Affect harvests, and coffee growers

coffee in the coffee Colombian

7. PORTER 5 FORCES
It is a very accurate approach for planning corporate strategy proposed in 1980 by
Michael E. Porter in his book Competitive Strategy: Techniques for Analyzing
Industries and Competitors.
The point of view is that Porter five forces determine the consequences of long-term
profitability of a market or some segment of it. The idea is that the corporation must

evaluate their objectives and resources against these five forces which govern
industrial competition. (Vector study, 2008. Five forces competition)

1. Threat of new entrants


The market or segment is unattractive depending on whether the entry barriers are
easy or not to cross by new entrants that may come with new resources and
capabilities to seize market share.
2. The rivalry among competitors
For a corporation will be more difficult to compete in a market or in one of its
segments where competitors are very well positioned, are very numerous and fixed
costs are high, it is constantly faced with price wars, aggressive advertising,
promotions and entry new products.
3.

Bargaining power of suppliers


A market or segment will not be attractive when providers be very well organized,
have strong resources and to impose its conditions of price and size of the order.
The situation is even more complicated if that supply inputs are key for us, no
substitutes or are few and expensive.

4. Bargaining power of buyers.


A market or segment is not attractive when customers are not very well organized,
the product has several or many substitutes, the product is not very distinct or is of
low cost to the client, allowing you to make substitutions at a very low cost. As better
organization of buyers better the requirements of lower prices, higher quality and
service and therefore the corporation will be a decline in profit margins.
5. Threat of substitute products
A market segment is unattractive or if there are actual or potential substitutes. The
situation is complicated if the substitutes are more technologically advanced or may
enter lower prices by reducing profit margins of the corporation and industry (9)
8. JUAN VALDEZ PORTER 5 FORCES
8.1SUPPLIER POWER

Coffee rust, devastates coffee farms in some parts of the coffee zone in Colombia.
The rust infects leaves on coffee plants and Quickly Inhibits Their Ability to produce
the coffee beans that end up in our favorite arabica or robusta coffees.

Recent strikes by farmers in Colombia make the international price of coffee rising
increasingly.

The overproduction of coffee in countries like Vietnam is detrimental to the


international price of grain, lowering price, making this business profitable.

8.2 BUYER POWER

According with a retail research analysts survey UK coffee market grew by in


7.5% in 2012 but the UK economy in the same year had a negative growth rate of
-0.3 in the final quarter of 2012 which can affect the buyer power (10)
8.3 COMPETITIVE RIVALRY

A lot of competitors. There are three main brands of coffee in the UK. Costa
Coffee with 1,342 coffee shops and owns the 40.4% of the market, Starbucks with
743 coffee shops and owns the 30.7% of the market and Caffee Nero located in
third with 490 coffee shops and owning the 14.0% of the market. The next
competitor in the list will be ATM Coffee but they only own the 1.7% of the market.
(Rupert, N.2012)
8.4THE THREAT OF SUBSTITUTION
Although Juan Valdez Cafe stands out as a very competitive franchise in the
Peterborough area are major brands and franchisees as Costa, Starbucks, Cafe
Nero, plus many independent shops that make the business is very competitive.
8.5THE THREAT OF NEW ENTRY
One important threat for a coffee shop business like Juan Valdez is the threat of
new entry of more competition in the market

9. SWOT ANALYSIS
The SWOT analysis (Strengths, Weaknesses, Threats, Strengths, and Opportunities)
provides an assessment of the state of the organization both internally and externally. The
analysis is divided into two different axes:
External and internal level: taking into account the threats or opportunities that come from
outside as well as weaknesses or strengths of the organization internally.
The SWOT analysis is a useful tool because of its effectiveness to set goals within the
company.

10. JUAN VALDEZ CAF SWOT ANALYSIS


STRENGHT

WEAKNESS

Is a franchise well known for the quality of

The franchise Juan Valdez competes with

coffee worldwide

many other like Costa, Cafe Nero,


Starbucks, Azzurro, Ritazza, Coffee
Republic, etc ...

Sustainable growth since it first coffee shop,

Generally, consumers dont know so much to

opened in the International Airport El

recognize Colombian coffee

Dorado, Bogota (2002)


Juan Valdez a shop specialized in high

Most of the Consumers dont recognize the

quality Arabica coffee, promotes a better

difference between Arabiga and Robusta

national (UK) and worldwide generating a

coffee beans

good reputation of Colombia

OPPORTUNITY

THREATS

Previously successful expansion to other

Triple dip European recession.

Countries such as U.S.A, Chile, Spain, Saudi


Arabia, etc
Equality of opportunities for everyone

Competence coming from the Independent


shops

Growing economies in Latin America and

Risk of recession in the growing economies

Asia

in the near future

11.THE MARKETING PLAN


The marketing plan is the basic tool of management that needs to bring market-oriented
company that wants to be competitive. In its implementation will set the various actions to be
undertaken in the area of marketing, to achieve the objectives. This cannot be considered in
isolation within the company, but fully coordinated and consistent with the strategic plan,
being necessary to make the corresponding adjustments regarding the overall business
plan, as it is the only way to respond to valid needs and issues raised.

12.CORPORATIVE OBJECTIVES
Positioning Juan Valdez as the brand premium Colombian coffee in Peterborough
Generate satisfaction in customers around products, environment and services.

Build and consolidate an organizational culture focused on service and innovation.


Strengthen the coffee business models through the coffee ritual generating value to
shareholders

13.GROWTH STRATEGY
ANSOFFS MODEL
The matrix or matrix Ansoff product / market is a strategic analysis tool mainly in the area of
marketing, used to define what are the strategic alternatives organization require to increase
sales. For startups will be the entrepreneur or the CEO who must use it to squeeze all the
information that can facilitate strategic tool.
Representing each of the axes of the Ansoff matrix current and future possibilities of the
company in terms of products and markets, this matrix provides four strategic alternatives:

Existing Markets

New Markets

Existing Products

New Products

Market Penetration

Product Development

The firm seeks to achieve


growth with existing products
in their current market
segments, aiming to
increase its market share.

The firm seeks growth by


targeting its existing
products to new market
segments.

Market Development

Diversification

The firm develops new


products targeted to its
existing market segments.

The firm grows by


diversifying into new
businesses by developing
new products for new
markets.

Ansoffs Model. (Vector study, 2008)

14.MARKET PENETRATION
According with a recent study the penetration of the coffee shops, There are more than
5,000 branded coffee shops in town centres, retail parks, railway stations, airports and even
drive-thrus along motorways across the UK, and last year they served up 2bn of coffee
double the sales recorded in 2005. Add in the independently owned coffee shops another
5,500 and the near 5,000 that have rapidly sprung up in outlets from corner shops to
Wetherspoons pubs, and there are already well over 15,000 places to find a caffeine fix.

15.MARKETING SEGMENTATION
Marketing segmentation involves dividing a market into smaller segments of buyers
with distinct mixes. Through market segmentation, companies divide, large, heterogeneous
markets into smaller segments that can be reached more efficiently and effectively with
products and services that match their unique needs. (Kotler and Armstrong, 2012 p.214)
There are four major segmentations variables for consumer Markets according to
Kotler and Lane (2012).

Geographic Segmentation that calls for dividing the market into different geographical
units, such as nations, regions, states, counties, cities or even neighbourhoods.

Demographic Segmentation which divides the market into segments based on


variables such as age, gender, family size, family life cycle, income, occupation,
education, religion, race, generation and nationality.

Psychographic Segmentation divides buyers into different segments based on social


class, lifestyle, or personality characteristics.

Behavioural Segmentation divides buyers into segments based on their knowledge,


attitudes, uses, or responses to product. (Kotler and Armstrong, 2012 p.214)

16. JUAN VALDEZ CAFE SEGMENTATION ANALYSIS


The company will focus on two main segments of the takeaway market.
Age segmentation: Ages of high coffee drinkers, Juan Valdez cafe will focus on the group
of ages that have more takeaway market. In this case the company will attack the market
between 15-44 years. (Mintel, 2012)

Working status: Type of job takeaway coffee drinkers has. Full time and part time employees
will be the market that the company will focus due this to groups use more takeaway service.
(Mintel, 2012)

Sit-in or takeaway visits to coffee shops, by detailed demographics, 2011 (Mintel, 2012.
Figure 29)
Sit-in
%
Gender:
Men
Women
Age group:
15-24
25-34
35-44
45-54
55-64
65+
Working status:
Full-time
Part-time
Not working

Takeaway
%

77.1
84.7

20
15.3

75.3
68.6
76.3
84
88.9
91.3

28.9
32.1
26.7
14
5.7
2.5

74.9
84.4
85.5

25.6
15
11.5

17. MARKETING SEGMENT


A market segment is a group of consumers who share similar needs and desires. For
instance, we can differentiate between car buyers looking for a economical means of
transportation, buyers looking for a luxury car, and buyers looking for excitement and
adventure.
We must be careful not to confuse a segment and a sector.
Marketers do not create the segments, but identify them and then select those who are to
lead. Marketing segment offers more advantages than mass marketing. The company can

design, publicize, deliver the product or service and put a price so as to satisfy the target
market.
The company also define the program and marketing activities to better respond to the offer
of competitors.
However, even a segment is sometimes fictional, at least in some sense, since not all
members of a segment want exactly the same product, so companies must submit offers
flexible to all members of a segment.
Age group segmentation: Juan Valdez Cafe will focus in the drink-take away market,
between ages 15-44 because they are the potential group of clients.
18.MARKET POSITIONING
An effort to influence consumer perception of a brand or product relative to the perception
of competing brands or products. Its objective is to occupy a clear, unique, and
advantageous position in the consumer's mind (Kotler and Armstrong, 2012)

High Price
Starbuck Coffee
Costa Coffee
Caff Nero takeaway express line

High Quality

Low Quality

Fast food/Sandwich shop

Low Price

19. MARKETING MIX:


Product
Juan Valdez product mix designed to attract premium coffee lovers or good quality. The
products taste decidedly Colombian - either lunch or coffee with variations depending on the
weather and temperature. They offer the classic black and very recognized Cafe, Americano
capuccinno, etc. In summer, for example is offered Frappe coffee and ice is mixed. In winter

the most desired product is the cappuccino in marketing include identity elements, such as
clothing, jumpers, agendas, backpacks, bags, etc..
The location of Juan Valdez Cafe in the city centre of Peterborough is key to determine the
success of a chain of retail. Juan Valdez Cafe looks to cater to your target market with
strategically placed shots (Kotler and Armstrong, 2012 )
Promotion
Juan Valdez coffee undertake massive campaigns to disseminate its clients through:
Television: trade through regional channels in Peterborough and also using video clips
representing corporate identity of Colombian coffee.
Permanent contest in coffee shops where consumers are rewarded with clothing, bags,
calendars, etc. ...
Sales promotion: Juan Valdez cafe special users with 'Caf Citizen Card' for clients
rewarding. It is a loyalty program for new customers and retain existing ones.
Process
The ordering process and delivery in the CCD is based on principles of self-service. But now,
in most coffee shops the waiter comes and takes the order and deliver order in the table. In
the take- away process is more simply, the customer orders and a red recyclable glass is
given.
Physical evidence
a) Juan Valdez coffee and red colors are used in logo,the red represents vitality, passion
for coffee. Along with Juan Valdez and his mule Conchita representing the image of
Colombian peasants working in the collection and processing of coffee, for a high quality
value
b) Architecture and Decoration: Largely wood interior with tropical colors and granite based
mountains and coffee plantations in Colombia, representing an environment friendly and
colourful
c) Literature: The literature provided by Juan Valdez cafe is indicative of its youthful image.
The menus, posters, brochures are designed to attract potential clients
People: People in Juan Valdez coffee have the belief that motivation and personal skills
are of great importance placed. Their employees are like friend to the client, but also know
about international standards of hygiene and cleanliness.

MARKETING MIX:
Product
Juan Valdez cafe is designed to attract premium coffee lovers or good quality. The
products taste decidedly Colombian - either lunch or coffee with variations depending on the
weather and temperature. It will be offered the classic black and very recognized Cafe,
American, cappuccino, etc. In summer, for example is offered Frappe coffee and ice is
mixed. In winter the most desired product is the cappuccino in marketing include identity
elements, such as clothing, jumpers, agendas, backpacks, bags, etc..
Price
Price is the monetary value we place upon our products offer them to consumers. Some we
can design strategies related to price are:
The age range is between 15 and 29 years have tried to get a policy that can satisfy all its
customers. The price of a cup of coffee varies from 2.50 to 3.70 Prices are fixed and the
elevation is due most of all to taxes than anything else.
Americano..........................................................................................................1.75
Capuccino...........................................................................................................2.30
Frappe................................................................................................................3.70
Expresso............................................................................................................2.50
Espresso cortado...............................................................................................2.30
Chocolate...........................................................................................................2.25
The location of Juan Valdez Cafe in Peterborough city centre is key to determine the
success of a chain of retail. Juan Valdez Cafe looks to cater to your target market with
strategically placed shots.
Promotion
Juan Valdez coffee undertake massive campaigns to reach more clients through:
Television: trade through regional channels in Peterborough and also using video clips
representing corporate identity of Colombian coffee.
Different kind of contests in coffee shops where consumers are rewarded with corporate
image as clothing, bags, calendars, etc. ...

Local Radio Stations commercials emphazing on Peterborough and Cambridgeshire Area in


triple A time.
Billboards: on the streets of Peterborough and surrounding areas if it is allowed
Process:
The ordering process and delivery in Juan Valdez Cafeis based on principles of self-service.
But now, in most coffee shops the waiter comes and takes the order and delivery order in the
table (Marketing teacher 2012) (12)
Physical evidence:
a) Juan Valdez coffee and red colors used in logo. The red represents vitality, passion for
coffee. Along with Juan Valdez and his mule Conchita representing the image of Colombian
peasants working in the collection and processing of coffee, for a high quality value
b) Architecture and Decoration: Largely wood interior with tropical colours and granite based
mountains and coffee plantations in Colombia, representing an environment friendly and
jovial
c) Literature: The literature provided by Juan Valdez Cafe is indicative of its youthful image.
The menus, posters, brochures are designed to attract potential clients
People: People in Juan Valdez coffee have the belief that motivation and personal skills are
of great importance placed. Their employees are like friend to the client, but also know about
international standards of hygiene and cleanliness

REFERENCES AND BIBLIOGRAPHY


(1) International Coffee Organization, London 2013. World coffee exports, by value
and volume 1997/98 2009/10 [ICO Graphic]. International Coffee Organization (ICO).
(CMR, 10/12). [Online] Available at: http://www.ico.org/trade_e.asp [Accessed 7 April
de 2013]
(2) The history of coffee including a Chapter of Chicory, William Law, University of
Harvard 2008, pages 10 to 20.
(3) Colombian National Federation of Coffee Growers, Coffee from Colombia,
description of the coffee [Online document], Cafe de Colombia, available at
http://www.cafedecolombia.com/particulares/es/el_cafe_de_colombia/ [Accessed 7
April 2013]

(4) Franchise Juan Valdez Cafe, description of its creation, mission, vision and
shareholders, [Online document], available at
http://www.juanvaldezcafe.com/index.php/page/show/35/menu_internal [Accessed 7
April 2013]
(5) Colombian National Federation of Coffee Growers , Get to know Juan Valdez, the
character who represents Colombian Coffee, [Online animation], English version
available at http://www.juanvaldez.com/#/conoceme/
(6) Price of coffee in International markets [online report] and graphic statistic,
available at http://www.nasdaq.com/markets/coffee.aspx [Accessed, 7 April 2013]
(7) Rise of the price of Colombian Peso, see comparisons with other currencies,
[online report], available at http://www.xe.com/currency/cop-colombian-peso
[Accessed 7 April 2013]
(8) how-climate-change-could-eventually-end-coffee, threats for the coffee plant under
the global warming [Online journal article], available at
http://www.usnews.com/news/articles/2013/03/27/buzzkill [Accessed 7 April 2013]
(9) Vectors Study, 2008. Five forces of competition. Vectors Study. Available:
http://vectorstudy.com/management_theories/five_forces_of_competition.htm
[Accessed 07 April 2013]
(10) How coffee shops are still blooming in the UK, [online article} Available at
http://www.marketingweek.co.uk/quality-quest-keeps-coffee-sector-full-ofbeans/3033917.article
(11) Kotler, P., Lane K., 2012. Marketing Management. 14 ed. Global: Pearson.
(12) Marketing Teacher LTD 2000, 2012. Process as part of the marketing mix.
Marketing Teacher. [Online] Available at: <http://www.marketingteacher.com/lessonstore/lesson-process.html#> [Accessed 02 December 2012]

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