Case Study

Running Head : The Coffee Company The Coffee Company : A Successful E-Business to an Existing Storefront

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Abstract

Through the dawn of the Internet , numerous possibilities were presented in the world of the web in endless permutations . One of these includes the very successful industry of E-commerce . The Coffee Company , a Melbourne-based Gourmet Coffee and Tea Company , is distinguishing the various market opportunities in the e-commerce retail and service environment with the use of the Market Opportunity Analysis . It is

an outline evaluation process which covers numerous concerns and issues of company business potency and ultimately determines whether a certain company holds the necessary tools to respond to market needs and customer wants

The Coffee Company : A Successful E-Business to an Existing Storefront

The Coffee Company , belonging to the retail and service industry of the gourmet coffee and tea sector , holds key opportunities to consider Sustainable growth and success for the business may be obtained by these opportunities being identified to be available and viable . In definition , a marketing opportunity is an area of buyer need and interest in which there is a high probability that a company can profitably satisfy that need (Kotler , 2006 ,

. 55 . Through the use of the Market Opportunity Analysis (MOA , there are five main points to identify , all of which present an evaluation process in determining promise and possibility (Kotler , 2006 . First , Can the benefits involved in the opportunity be articulated convincingly to a defined target market (s (Kotler , 2006 ,

. 55 . Second , Can the target market (s ) be located and reached with cost-effective media and trade channels (Kotler , 2006 ,

. 55 . Third , Does the company possess or have access to the critical capabilities and resources needed to deliver customer benefits (Kotler , 2006 ,

. 55 . Fourth , Can the company deliver the benefits better than the actual /potential competitors (Kotler , 2006 ,

. 55 . Lastly , Will the financial rate of return meet or exceed the company 's required threshold for investment (Kotler 2006 ,

. 55 . The questions stand Can The Coffee Company address all these concerns

Through capitalizing on the strong reliability of e-commerce , The Coffee Company holds the capability to service customers who are not only coffee and tea enthusiasts and prefer in-store purchases , but also those who rather choose to enlist their s online . Having established a website , The Coffee Company offers its customers a wide array of information . With just a few clicks , customers can access the company background , the coffee bean and tea selection in terms of stock with and tips , coffee and tea hardware and accessories , and news and current updates , which are all important in their decision making (The Coffee Company , 2004b . Having also incorporated a secure system gateway payment arrangement , The Coffee Company does not only offer assured convenience to its customers , but it also guarantees that the credit card information they disclose are only used per transaction basis . This addresses a particular market which consists of customers who...