Cafédirect
*Give a clear definition of the marketing function - what does it aim to do?
Marketing function is a major specialized activity performed in marketing. It’s plays a critical role in linking sales, development, customers and prospects, and the company's executive management. Marketing has traditionally been thought of as a combination of market research, strategic planning, product planning, and sales support.
Cafédirect is a proven and successful model which aims to balance the business of making money with the business of making lives better. The company works closely to ensure that it delivers the best quality product to hot beverage drinkers in the UK. Today it is the leading Fair-trade hot beverage business in the UK and has blazed the trail for ethical trading since its inception as the first British Fair-trade coffee company in 1991.
*In the light of the definition above, how does market analysis help to meet the aims of the marketing function?
Marketing analysis can help the company to know the wants and needs of customers. So, it is very important to know what the customer wants. That will help the company to respond to their wants and needs which is can make benefit and good effect for company and Cafédirect have been analyze market that’s why they can meet the aims and can achieve their goal.
* What are the key marketing objectives of the company?
These are the key marketing objectives of the Cafédirect that aim to achieve their goal :
- 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.
*In your view, does the marketing strategy adopted by the company appear to help them to meet these objectives?
Yes, of course. Because of Cafédirct appear to help to meet their objectives. They try to analyze market, planning, receive advice from the program that concern with their company. They try to be the leading brand which strengthens the influence, income and security of producer partners and link them directly to consumers. Its success is built on the inter-dependence of the company and the producers and their relationships with other organizations. And I think their strategies are very clearly and can help company to achieve their goal.
