1- Choses a brand and analyze their end-user segmentation and what concept of target are they using
2- Franchising involves a continuing relationship in which franchisers provides the right to use trademark and management assistance in return for payments from the franchisee. Give an example of an international Franchisor.
3- Like many other industries, the coffee sector faces a series of significant challenges. These
challenges can be attributed to ever-growing demand for a good cup of coffee, and several
trends within the coffee industry. Elbas’ bakery in Riyadh contracted with local coffee
supplier, which is Sewa’s roastry, which provides them different kind of arabica beans. Most
coffee beans produced globally are Arabica beans, which are grown in India, East Africa, and
Latin America. However, one type of special edition beans just grows during limited period of
the year, which may affect a continuous supplying and therefore the availability of the coffee
drinks in the menu.
Moreover, there are significant trends impacting the coffee distribution. One of them is a shift
in consumer values. Modern consumers are more conscious of ethical brands. As such, many
coffee drinkers want retailers and coffee shops to support sustainable harvesting and fair-trade
labor practices by purchasing fair-trade beans.
(a) Which party that has more power in this case? Identify the type of power?
(b) How can Elba’s bakery balance their dependence on Sewa’s coastery? Which strategy should they Implement?
(e) If you are marketing manager in Elba’s bakery, give a solution for this issue to prevent conflict
between both sides?
(d) Regarding consumers trend toward sustainable and ethical practices in coffee industry. Suggest a content post to share with high interactive profile segments.
(e) How can Sewa’s roastery build a commitment with Elbas bakery and make sure that they are not switching to another coffee suppliers?
