The following was presented as part of a business plan by Apex Corporation."To answer the increased demand for artisan coffee, Apex Corporation is releasing a new line of coffee, "Gourmet Select." Apex Corporation will first introduce the coffee into majo

This argument of for the success of Gourmet select coffee is rife with major flaws and lack the fundamental aspect which needs attention. While it is a good move to cater to the increasing demands of artisan coffee, before reaching to the conclusion, various studies which includes the preference of the beans which Gourmet coffee lovers , along with a thoroughly studied marketing strategy aiming to reach those very intended coffee buyers and finally achieving their satisfaction to the level where they decide to shell out Money for the prospected Coffee Brand must be undertaken.

The basic and the most major flaw which the company is doing is not ascertain which type of Gourmet Coffee beans they prefer or what is the preexisting sale of different coffee types have. This would help them choosing the type of coffee which they can expect to sell and in a larger number to reap considerable profit. There might be an increase in demand for artisan coffee but to which type or the country of origin will decide the marketing plan. Second major flaw in the argument is that company hopes that people will somehow catch attention of the new coffee brand from them among myriad numbers of options currently swarming in supermarkets. Even if they do get hold of it, the chance that it will be liked and promoted among others is unlikely because as stated earlier it might not be what people want.

Even if they answer these very questions still a major issue concerning making indent in the existing market remains. As per going by the common nature of people, they are chary of changing their existing brand in any product and tend to not stick to newer one as the previous brand have also won their choice. A detailed study is required where by Apex corporation must analyse the current brands being offered by other coffee producers taking into account their market hold , pricing people tendency to shift brands and what new can be offered so as to capture their imagination. For example if a certain coffee brand is having a very stronghold on its product due to its flavor or taste then before foraying in that market Apex must answer what qualities their coffee would have on the existing one to make an impact. Pricing is a key here because contrary to what one might think, making ones product cheap will not produce a direct influence as a lover of artisan coffe would not mind shelling few bucks extra. Again price it too much and it might produce a negative effect.

One more important aspect is to survey the supermarkets keepers which includes the questions relating to what is the brand faith of people and whether people come to them asking for a specific type. This will certainly ease a lot of things as the supermarkets are the front end and people mostly interact with shop owners about their needs , choices preference etc.
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We see that in a competitive world of marketing and branding, One cannot simply hope to sell its product and detailed analysis with catering to tailored need of people will only help any brand survive lest make profit. This results from a holistic approach considering all the aspects of the market as detailed above along with future trends to sustain it.