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Barista Italiano - Coggle Diagram
Barista Italiano
Target Markets
Consumer market
Americans drink 4 million cups of coffee per day making the United States the leading consumer of coffee in the world.
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Suppliers
Barista Italiano has to maintain a good relationship with its suppliers because they
are important to it in order to be able to expand in such a market.
Public
Public is a group that has an actual interest or impact on a
certain organization`s ability to achieve it is a objective.
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Data Barista Italiano
Sales
Presumably taking no extra money to store their products, the Dutch Barisa Italiano branch is likely making a decent profit off online sales.
The financial situation
They operate with the use of warehouses, warehouses that in the case of the Netherlands, already function for other companies owned by the co-owner of the Dutch division in the first place.
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Geographical markets
Nowadays Barista Italiano also gains market shares in the UK, Germany, France and Spain, through the website Amazon.
Barista Italiano is extremely focused on the way they communicate to the outside world and to the market.
One of the marketing activities is that Barista Italiano shows clearly on their website that the company pays for all the shipping costs.
CI mix
Mission
Quality: analysis, selection, test, research for coffee; wisdom of experience
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Quality: 100% natural, no artificial aroma; analysis, selection, test, research for coffee
Actual Identity
Product names: exotic, support “Made in Italy” label
Pictures: simple, focus on just one product/coffee
website/insta: white; modern,young, focus on compability with machines, for everyone, private use
Micro-environment
weakness
The coffee is for companies as well as for private use. This can also be seen as a weakness because Barista Italiano is focusing on more than one target group.
Strenght
The strength concerning the choice of the target market is that the coffee is for companies as well as for private use.
Macro-environment
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DEPSTEP analyse
Coffee has become a bigger part of the Americans lifestyle, because their consumption is up by 5% since 2015.
Drought will increase the range that the diseases can have and it will kill the insects that pollinate the coffee plants.
According to the Capsule Coffee Machine Market Size & Share Report (2019) the market for coffee capsules machines is expected to grow from 2019 to 2025 with an annual growth rate of 4.8%.