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Blue ridge coffee case study sales strategy case

Caffeine, Study Guidebook, Case Study, Case Studies

Research from Case Study:

Green Ridge Espresso Case Study

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Revenue Strategy for the Flavored Espresso

Following the intro of the fresh flavored coffee, there is requirement for coming up with a product sales strategy for increasing the product sales of the new product. The approach gives information on how the merchandise will reach the customers, in addition to the end, thus, making them aware of the difference between the new product-line with all the other items from the organization. These approaches are necessary to get improving the entire company revenue, consequently increasing the profitability of the company. The strategy is also necessary for the coming up with sales activities that position the flavored coffee to a express where it may gain a competitive edge in the market. The best sales strategy of choice pertaining to meeting the sales aim of the business is the triple-tiered sales technique (Frain, 2009).

Justification with the recommendation

The strategy is essential for the establishment of any good romance between the from suppliers clientele plus the company. The association the regional revenue teams have with the from suppliers customers is vital for offering the company the necessary information about the performance from the product. The triple-tiered strategy is necessary pertaining to the recognition of the problems that the competitors are going through, and building on their weakness to increase the sales amount. An element of a weak competition in account involves manufacturer recognition. Carolina Coffee Roasting Company, Island Joe’s and Baronet Charcoal grill have low brand acknowledgement, which the organization can build on to develop the product, consequently elevating the revenue volume. The next element in the strategy requires getting info from the consumers directly regarding the flavored caffeine. Through this, the company could make adjustments address the customers’ requires and after taking good care of their needs, the sales volumes will increase because of their contention.

Marketplace and revenue potential

Relating to quotes from the Nationwide Coffee Association and some professionals in the industry, the consumption on flavored espresso is at the 40% draw. They give a suggestion that the percentage is likely to rise mainly because younger people are increasing their coffee subscriber base. The connection gives an estimate that out of your 40%, regarding 25%-30% caffeine consumers take the flavored espresso, which gives the business a positive marketplace outlook. In the data provision on the market potential, it would be necessary to implement the sales techniques for maximum benefit. The info shows that there exists room to get growth in the industry, which gives an assurance that there is area for increasing sales amount (Frain, 2009).


Annual Sales

Believed Increase

Foodstuff Service

$3. 8 Meters


Company and Business office Distribution

3. 7 Meters


Coffeehouses (Retail)

installment payments on your 5 Meters



1 . some M


Grocery Stores

seven-hundred, 000



$12 M

Product sales data that supports the recommendation

The increase in the total annual sales likewise shows that the sales volume level is enhancing. Judging through the graph under, it is evident that the sales volume of the business is increasing, and there is even now market for more increment.

Strategies of generating with regard to the new merchandise

One of the strategies that the company should make use of for increasing the demand pertaining to the product should be to introduce customer promotions pertaining to the new item (Frain, 2009). By promoting the products towards the consumers, or perhaps by giving them free selections, the demand intended for the product will increase because their particular confidence around the quality in the product boosts. It is necessary to make the consumers conscious of this product prior to the commencement of consumer promo. Advertising through the mass media is critical as a cost-effective method for the generation of demand for the product (Frain, 2009).

Apart from customer promotion, the other method of increasing the necessity would be to arranged prices in accordance with the volume of purchases. In the event the customer gets a lower selling price for purchasing a bigger volume of the item, the demand intended for the product raises, consequently elevating the product sales volume of the company.

Sales prediction with the going average methods

Monthly sales

Sales (‘000)




By simply assuming that the monthly product sales are while shown in the table, the standard sales to get the 3-month are 135. 33 1, 000 dollars, which is the conjecture of the product sales to for month, The spring. After the understanding of the fresh sales in the month, the calculation from the average begins from March to the fresh month, in whose average predicts the sales of May. This is an effective way to forecast the sales of the next month because of the smoothing effect of the moving typical method.

Revenue message advice

a. Supply a motivation to get the message you recommended.

Through the introduction of the cool product to the marketplace, it is clear that the company will be in a position to meet the customers’ satisfaction. Around the development of the product, there were selected considerations since the product is because of a market research around the various elements that most consumers are considering for the purchase of similar products. This device is saying they will the market when it comes to sales development.

a. Analyze sales info to support your recommendation.

From the previous revenue pattern, the corporation was challenged to come up with a product that has changes that get hand in hand with all the requirements by the clients to increase the product sales record. Throughout the analysis in the sales info, it is obvious that sticking with the same item on the current market may reduce the revenue record by the organization in the modern market.

Job Three:


Prepare a report to senior management of the From suppliers Division of BRC in which you do the following:

A. Recommend an organizing method for the sales unit depending on the company desired goals

The organization from the sales product play critical role to the process of completing business strategy and promoting objectives of any company. The Blue Ridge Coffee must invest hugely in product sales organization to allow it obtain the initial and long-term goals (Finnegan Willcocks 2007). Apparently, the effectiveness of the organization features considerable impact to the capability of the organization to perform with regards to sales, client satisfaction, market placement, and profits. Upon attaining these fundamental components of business, the company could compete properly against its rivals and also achieving inside objectives (Finnegan Willcocks 2007). The inexpensive division ought to introduce new initiatives with regards to sales administration and sales agents with a view to appreciate the effectiveness of certain requirements of the corporation. A comprehensive assessment of the revenue organization is definitely inevitable in order to enable the corporation accomplish the aim of raising sales consistent with the company target. The assessment would include total change of the company sales framework (Finnegan Willcocks 2007). It is very important that the administration of the from suppliers division execute a comprehensive evaluation of skills and effectiveness of the staff in the sales section. This would help appraise the performers and at the same time retrench or send the non-performers taking. In essence, appraisal provides an avenue through which the corporation can restructure the labor force to meet the needs as spelt out in the mission and vision in the organization (Finnegan Willcocks 2007).

Apart from the staff, the section shall consider renovating the sales technology to match the contemporary requirements. It is time the corporation stopped apply the old technologies within the income section. Instead, it should take advantage of the advances of technology. For example, it may enhance sales potential through internet marketing, marketing and sales to their esteemed customers located in across the globe. Prospective potential buyers will also find an opportunity to examine and compare Blue Ridge items to those of competitors in the market. A greater emphasis of the buyer relationship management is another important factor that helps enhance sales as well as the general corporation of the sales section of the business (Wallace 2004). Proper managing of buyer relationship is an important strategy because it makes esteemed buyers and potential customers feel appreciated by the organization. Besides, the enterprise ought to invest in approaches that would boost expense reduction as well as extended use of tactics as regards the market segmentation. This kind of trends effect the need to develop uncontrollable sales organization alongside assessment of sales performance and evaluation of the option methods of arranging sales. Additional organizing tricks of the sales unit based on the company desired goals include testing research, mass media promotions and private sales (Wallace 2004).

1 . Discuss the relationship between the sales force organization plus the areas of promotion in addition , marketing within the BRC.

The sales team organization is an important tool that determines the success of all revenue strategies and future prospective customers of the firm in the extremely competitive industry. Depending on the character of the sales structure (highly structured or less structured), the promotion and advertising procedures could be complicated or perhaps simplified (Wallace 2004). A centralized salesforce tend to confine promotion and marketing activities and approaches at a particular point in the organization even though a decentralized sales force offers room for devolution of promotion as well

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