As the CMO of Volcanica Coffee ( essay should be focused on Volcanica Coffee brand ), you are asked to develop a marketing strategy to gain competitive advantage in the market. You should reflect on the marketing framework from a strategic point of view, assess the branding strategy, list your key competitors and explain how you’ll achieve the competitive advantage, as well as which strategy is the most adequate one (attack/defense).
Branding strategy: what is the brand equity, corporate identity/associations that customers make regarding the brand.
Product strategy: What core need does the product refer to? What is the actual product/service (features, variety, technicalities…)? What is the augmented product? (e.g.: warranty)
Pricing strategy: What is the pricing strategy? What are the price tiers? How is this competitive and/or related to the target audience?
Place strategy: What is the distribution channel strategy? How many levels does it have? How is it managed?
Promotional strategy: What is the main message that they want to convey to customers? What tone do they use to communicate (formal, casual, educational…)? What promotional channels do they use? List owned, paid, and earned media.
Competitive strategy: Should the company focus on an attack or defense strategy? Why? Explain the type of marketing tactics that you would implement in order to fulfill these strategies. Remember to include quality references and good in-text citations. Formalities:
Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • The in-text References and the Bibliography must be in Harvard’s citation style.
