Mochalicious Marketing Plan Marketing Strategy Research Paper

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Also, it has to expend a huge amount on marketing and promotional efforts which significantly decreases its profit margins. The company has also restricted itself to the coffee product only -- adding more products can also help it gain a higher market share (Kurtz, MacKenzie, & Snow, 2010).

Competitor Analysis and Differentiation Strategy

Mochalicious Coffee directly competes with the small and large scale coffee and beverages brands like Starbucks, McDonald's, Dunkin Donuts, Barista, Seattle's, Au Bon Pain, Biggby Coffee, Caribou Coffee, Blue State Coffee, etc. These top coffee brands compete with each other on the basis of quality, taste, and pricing of their products. In order to compete with these competitors, Mochalicious Coffee has to charge a competitive price as well as maintain the top quality and taste of its coffee. It also makes every effort to differentiate its products from those of its competitors so that customers always prefer it due to its uniqueness, quality, and taste. With the help of this strategy, the company aims to become stronger and more competitive firm in the short run and the top market leader by expanding its operations and product lines in the long run.

Analysis of the Macro-Environmental Issues In addition to the competitive pressures, Mochalicious Coffee also has to face a number of environmental forces at the macro level.

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The most significant force is the social, cultural, and demographical trends in the local market. The life styles, taste, preferences, and eating habits of the general consumers directly impact its operations and sales performance. Similarly, the economic forces like inflation, economic stability, industry growth, etc. also impact the way Mochalicious Coffee designs its corporate, business, and functional level strategies (Paley, 2006). The political stability, legal and regulatory requirements, and environmental protection laws are also mandatory for Mochalicious Coffee to follow in order to operate in a legal and ethical way. Moreover, the technological advancements require it to keep its business operations up-to-date according to the changing market needs and increasing competitive pressures (Kotler, Brown, Burton, Deans, & Armstrong, 2010).

From all these trends, the most significant impact is brought out by the social and demographical forces. The company has successfully integrated its business strategies to capitalize on these trends and become the most competitive and profitable coffee brand. For this purpose, it has introduced different flavors and tastes in its products so as to meet the requirements of different types of customers......

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