The purpose of this research is to present a marketing assessment and plan for the introduction of a product to be imported to the United States from Indonesia. The results of this research are presented in the following discussions: (1) product description; (2) research and segmentation, (2) marketing plan, and (3) assessment of the venture and the risks involved.
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) intended uses and benefits of the product; (2) the needs and wants satisfied by the product; (3) competition; (4) target markets; (5) target market trends; (6) market size; (7) segmentation strategy; and (8) external factors.
Coffee is used both as a social beverage and as a stimulant in American society. As Javanese Amaretto and Javanese Anisette will be caffeinic products, they may be used as both social and stimulant beverages. Additionally however, these products...