PRODUCT: COFFEE

Interpret the combined impact of external and internal influences on consumer purchasing patterns, specific to the coffee industry. Critique consumer attitudes toward the product or service. Assess at least three key situations in which the product or service is used or consumed. Assess at least three key segments of the consumer market that may use the product or service. Determine linkages between segments of the consumer population and consumption situations to external and internal influences. Evaluate consumer need gaps. Apply consumer need analysis to the development of possible marketing opportunities or marketing strategies that reposition the selected product or service to appeal to a different market. Project key trends of consumer behavior that are central to marketing planning and implementation, such as social media and emerging technologies. Evaluate these influences, trends, and segments for the selected product or service thoroughly, and summarize the findings. Discuss how these influences and trends relate to marketing practices and the building of a marketing strategy for your product or service. Discuss how marketing leaders can leverage this information.