US Retail Coffee Market (A)

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Case

Reference no. 9-582-087

Subject category: Marketing

Authors: George S Yip (Harvard Business School); Jeffrey R Williams (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1982

Version: 1 August 1985

Length: 25 pages

Data source: Field research

Topics: Forecasting; Product portfolio management; Market segmentation; Demographics; Market structure; Competition; Marketing strategy; Retail

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Abstract

Set in mid-1978, this case covers all aspects of the US retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the implications for the marketing strategy of each major producer. Students have to make explicit 5- and 10-year sales and market share forecasts and draw up BCG-type portfolio matrices. Case is part of a two-day series, beginning with an aggregate view of the entire market and its evolution and narrowing to a view of market strategy for a single brand.

Location:

United States

Industries:

Beverages; Non-alcoholic beverages

Size:

USD5 billion revenues

Other setting(s):

1978-1981