AGW 618 Marketing Management The Espresso Bean and Tea Leaf Abdul Aziz Abdul Rahman S-GSM0406/11 Lecturer: Dr. Zurina Mohaidin Submission Date: April 23, 2013 Case Analysis and Presentation (20%): Every pupil will write a short overview of the Marketing Management in Practice in their group and share on salient topical points lined in class on the appointed day of specific curiosity to be reported is exclusive benchmark of Marketing Management Practices. The written report needs to be about 5 to 10 pages masking the next:
College students from the identical group could write related firm and Marketing Division Profiles however should write on totally different elements of Marketing Management Practices as that is a person task. Full-time college students could write about their earlier employers and people with out prior working expertise could go to, interview and report on any group. The hardcopy of the written report and PowerPoint Shows have to be submitted after the sharing session (most 5 slides and between three to five minutes every). •Firm profile (temporary, embody quantity and profile of workers);
The Espresso Bean and Tea Leaf was discovered by Herb and Mona Hyman in 1963 once they visited Europe to style and expertise the perfect espresso provided in that area. For that matter they’ve determined to convey residence the specialty espresso idea of a enterprise again to California, United States. They first opened their retailer in Brentwood, California, and nonetheless working till this present day. Over the subsequent 35 years, the Hymans continued to develop the espresso enterprise and share their ardour all through Southern California. Distinctive flavours and handcrafted drinks turned the cornerstones of their enterprise.
They fastidiously roasted and blended the beans to go well with their visitors’ tastes. These personalised creations have been used in formulating a few of our in style and enduring blends nonetheless provided in our cafes at present. The Espresso Bean & Tea Leaf has since grown to over 850 shops. Firm-owned shops are situated in California, Arizona, Singapore and Malaysia. Our domestically franchised shops p from California to New York and embody places in Florida, Hawaii, Michigan, Minnesota, Nevada, New Jersey, Oklahoma, Texas, Washington and Washington D. C.
Internationally, The Espresso Bean & Tea Leaf franchise places could be discovered in Brunei, Cambodia, China, Egypt, Germany, India, Indonesia, Iraqi Kurdistan, Israel, East Malaysia (Sabah), Kuwait, Lebanon, Mexico, Oman, Philippines, Qatar, Saudi Arabia, South Korea, Sri Lanka, Thailand, Turkey, United Arab Emirates and Vietnam. Future cafes are slated to open in Hong Kong, Jordan, Mongolia, Connecticut, Georgia and Illinois. At present they’ve over 900 places in 25 nations. Immediately, it has greater than 6500 workers working worldwide and it’s rising greater. Retail Format Conventional
Conventional road facet places and purchasing malls signify the vast majority of The Espresso Bean & Tea Leaf cafes worldwide. Our retail design presents a contemporary, modern look coupled with a extremely environment friendly back-of-house configuration. We’ve got confirmed to achieve success in places huge and small around the globe. Non-traditional The Espresso Bean & Tea Leaf has over 40 airport places around the globe. We provide the traveler a premium specialty espresso and tea expertise wherever they could be, and efficiently function each in-line and free-standing cafes in the airport and journey channels. We’ve got a rising umber of places on College Campuses. The Espresso Bean & Tea Leaf gives an surroundings for college kids and workers to work and socialize whereas having fun with our beverage and meals providing. On Navy Bases, We’re proud to serve members of the US navy and their households. The Espresso Bean & Tea Leaf presents grocery customers Retailer in Retailer cafes and kiosks that present our world class drinks in addition to retail merchandise obtainable on grocery retailer cabinets throughout the US. The Espresso Bean & Tea Leaf can be featured in among the main Lodge and On line casino properties worldwide.
Our scalable retail footprint permits us to ship a premium Beverage and Meals choice for high-quality Lodge and On line casino properties. They provide full enterprise infrastructure and in depth franchise help for the franchisor. With the very good built-in provide chain with worldwide distributions capabilities of which the have thw course of from farm to the prepared drink. CBTL additionally has the unique and proprietary of recipe developed by the product improvement staff and who at all times be certain that the usual are at all times premium. The product contains drinks, pastries and cafe meals.
Additionally they have the actual property and improvement staff to oversees the shop design, retailer specs and constructions of the shop. Additionally they present help staff embody Franchise Enterprise Supervisor who supervise the day –to-day operations to the coaching of franchisee and the coaching places are in Singapore, Kuala Lumpur and Los Angeles. The Marketing Crew gives collateral, assets and steerage to extend model visibility and Help preserve the integrity of the CBTL identify whereas persevering with to increase and strengthen the model around the globe.
The Espresso CBTL has forms of espresso they usually discover solely the perfect espresso or the highest 1 p.c of Arabica Bean from everywhere in the world to be served to the individuals. Their espresso growers are situated as far Costa Rica to Bali and from the very best elevations of the place of altitude of 3000 to 6000 meter above sea stage. That is to make sure the focus of flavour of the espresso. The variesties of espresso are : Jamaica Blue Mountain espresso from the Mavis Financial institution Property has change into acknowledged for its clear, gentle, qualities and good physique.
The Mavis Financial institution Property makes use of solely spring water to kind the inexperienced beans, that are then allowed to age for 3 to 4 months at three,000 ft. When the espresso beans develop a greenish blue coloration, we all know it is able to ship to our roaster. Brazil Cerrado is Specialty Grade espresso from the inside Cerrado area of Brazil, the world’s largest espresso producing nation. Delicate-bodied with earthy taste and delicate walnut notes. Ethiopia Yirgacheffe grows on a farm tucked away close to the city of Yirgacheffe in the Sidamo area in South Japanese Ethiopia.
A sacred place to espresso lovers, Ethiopia is taken into account the birthplace of espresso. Floral and smooth-bodied, with candy, vivid taste and pronounced lemon notes. Colombia Narino is fastidiously cultivated in the southern state of Narino, the premier rising area of Colombia, and hand-picked from privately owned household farms that take nice delight in their manufacturing, preparation and grading of every espresso. A medium-bodied, with a aromatic aroma and vivid crisp taste – and it is solely obtainable proper right here.
Bali Blue Moon is a medium-bodied espresso from the Kintamani Highlands of Northern Bali, and undergoes a meticulous selecting and sorting course of to make sure that solely the ripest, purple beans (the place the densest flavors are targeted) are used. The espresso cherries are cultivated underneath alternating rows of orange and tangerine bushes to guard the beans and Help lock in their distinctive taste. A toffee aroma mingled with walnut and semi-sweet chocolate flavors, and a crisp black cherry end. Creamy aroma with caramel and buttery vanilla taste.
The tea collections Like inexperienced and oolong teas, black tea comes from the Camellia sinensis plant. Its darker hue and stronger style consequence from the larger stage of oxidation it undergoes throughout processing. From delicate Darjeeling to robust Ceylon, every selection has distinct traits, making black tea a beloved beverage throughout the globe. Distinguished by its balanced qualities of each delicacy and depth, oolong tea falls between inexperienced and black teas in its diploma of oxidation.
Its taste is much less grassy than that of inexperienced tea, however much less daring than that of black. Most of the best forms of oolong develop in Taiwan and Thailand, the place the climates produce leaves with a novel, pure sweetness. Throughout processing, oolong leaves could also be rolled into elongated curls, or condensed into small spheres. Like oolong and black tea, inexperienced tea comes from the plant Camellia sinensis. Inexperienced tea’s delightfully delicate taste is because of its minimal oxidation. It’s processed to take quite a lot of varieties, from finely floor powder to lengthy, curling leaves.
Although it originated in China, the place it has been consumed for over four,000 years, inexperienced tea is now grown in Japan and Sri Lanka, and loved all through the world. If you happen to like your tea with out that further enhance of caffeine, our soothing, top-quality entire leaf decaf teas characteristic your favourite flavors and aromas in a soothing 97 p.c caffeine-free mix. We completely use the Carbon Dioxide methodology of decaffeination, because it gives the density of a liquid and the viscosity of a fuel.
These qualities make Carbon Dioxide a wonderful solvent for scrubbing up caffeine from tea leaves because the Carbon Dioxide is shipped circulating by way of the tea. Our Fruit & Natural Teas are expertly hand blended drinks, derived from an adventurous array of dried fruits, herbs flowers and spices. Produced from our unique in-house recipes, Fruit & Natural Tea Infusions could be loved scorching or iced. And did we point out? They’re 100 p.c caffeine-free. Benefit from the best tea in the world in the comfort of an iced tea pouch.
Particularly designed for getting ready iced tea, the Damaged Orange Pekoe (BOP) leaf is sized for max extraction throughout steeping, ensuing in a extra flavorful, richly coloured tea. These pouches produce a 64 oz. pitcher of iced tea. Profile of Marketing Division (embody no. of selling/gross sales workers, their perform and obligations, advertising and marketing/headcount ratio. Marketing Division • Marketing Management Practices (briefly describes the Marketing Management Practices or concentrate on benchmark practices) Marketing Management Points (what do you see as main Marketing Management points confronted by your organization? )
