Café direct
1.Give a clear definition of the marketing function - what does it aim to do?
Ans - The market function is the satisfaction of the buyers and sellersto keep the prices under check and control transform in supply and demand to reach efficiency.
- The aim of Café direct is making money with the business of making lives better. And the company works closely to ensure that it delivers the best quality product to hot beverage drinkers - while at the same time offering producer communities the finances and support they need to evolve from poverty. And Its will be success by inter-dependence of the company and the producers and their relationships with other organizations.
2. In the light of the definition above, how does market analysis help to meet the aims of the marketing function?
Ans - Marketing analysis will help the company by the company will specific consumer groups or area that interested in own product and know about who is the competitor . It will make the company easier to sell product and easier to reach efficiency of the company.
3. What are the key marketing objectives of the company?
Ans Cafédirect aims to achieve the following targets:
- 10% share of roast and ground market sector (UK)
- 4% share of the freeze dried market
- 1% share of tea market sector
- increase turnover to £22million by 2005 to make it five times more profitable thus generating more leverage for the producers' influence and empowerment.
4. In your view, does the marketing strategy adopted by the company appear to help them to meet these objectives?
Ans Yes, it does. Because in case study of Café direct company appear to help to meet their objective.They try to analyze market, planning, receive advice from the program that concern with their company. And they improve and develop their company to achieve their objectives. I think that their strategy is suitable for the company and I like that company try to help the growers to recieve fair price from growing by they have participated in Fairtrade .
