Indonesia and Imports to U.S.

PRODUCT DESCRIPTION

The product which is the subject of this assessment and plan is a line of specialty coffees. Javanese coffee has been imported to the United States from Indonesia for decades. In recent years, Javanese coffee has had to compete against an increasing number of premium coffees imported from other areas of the world  Africa, Central America, Hawaii, and South America. In addition, several American coffee roasters and blenders have developed premium instant coffees in a wide variety of gourmet flavors. In order to compete more effectively in the changing American coffee market, Javanese coffee will be processed in an instant product version and the Javanese instant coffee will be offered in a wide variety of liqueur flavors. The initial product offerings will be Javanese Amaretto and Javanese Anisette.

MARKETING RESEARCH AND SEGMENTATION

Marketing research and market segmentation for Javanese Amaretto and Javanese Anisette are considered in this section. The results are considered in the following discussions: (1) intende

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ll broaden the target market beyond confirmed coffee drinkers. Target Market Trends The buying power of adult women in households headed by individuals in the 30to50 age range and with annual incomes in excess of $35,000 is strong (Sales & Marketing Management [SMM], 1988, p. B-23). The trend toward status purchases remains strong in the American economy in 1988. The trend in the target market is toward the purchase of specialty coffees. Thus, the venture may expect success in the marketing of premium price coffees ("Premium," 1988, p. 1). In addition, higher level food service establishments are also increasing purchases of specialty coffees. In this context, however, the venture must compete with other purveyors of specialty coffees. Market Size Nationwide, adult women in the 30to50 age bracket account for approximately 13 percent of the total population (Bureau of Labor Statistics [BLS], 1987, p. 235). In the Portland, Oregon metropolitan area, where the proposed venture will begin operations, this proportion is somewhat higher. Although adult women in the target market households are expected to make most of the purchase decisions related to Javanese Amaretto and Javanese Anisette, consumers of th
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Some common words found in the essay are:
Javanese Anisette, Advisers CEA, RISKS INVOLVED, Management SMM, South America, Hills Brothers, United Indonesia, amaretto javanese anisette, javanese amaretto javanese, javanese anisette, Javanese Amaretto, Amaretto Javanese, javanese amaretto, amaretto javanese, Segmentation Strategy, target market, specialty coffees, javanese coffee, target market households, proposed venture, market javanese, market households, product lines, market javanese amaretto, competing product lines,
Approximate Word count = 1887
Approximate Pages = 8 (250 words per page)

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