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1、Caferoma杜炜王腾李爱爱王帆杨素芳刘梦梦IntroductionCaferoma,awellknownbrandofcoffee,isownedbythePanEuropeanFoodandDrinkCompany(PEFD),basedinTurin,Italy.Itispromotedasanexclusivegroundcoffeeforgourmets.ItsimageisthatofanItalian-stylecoffee.Ithasastrongfull-bodied-stylecoffee.Ithasastr
2、ongfull-bodiedflavorandaslightlybittertaste.Itcostsmoreper100gramsthanalmosteveryothergroundcoffeeproductonthesupermarketshelves.TheproblemsandsolutionsAccordingtotheinformation,weknowthatinthelasttwoyears,Caferoma’sshareoftheEuropeanqualitygroundcoffeemarkethasdeclin
3、edbyalmost25%.Ithasbecomeaseriousproblemnow.Obviously,tosolvetheproblem,somemeasuresshouldbetaken.Wehaveexplainedtheadvantagesanddisadvantagesofthemeasure.Tosumup,manywayscancontributetosolvingthisproblem,buttheadvertising,priceandanewproductmaybemosteffective.Doyouth
4、inkCaferomais…%ofpeopleanswering‘yes’Expensive?60Valueformoney?43Goodquality?70Old-fashioned80Exciting?23Exclusive?55ANewProductPriceAdvertiseANewProductAccordingtothesurvey,wecanseethatcaferomaisold-fashionedbuthasgoodqualityandexclusive.sowecoulduseitsbrandastoolsto
5、makenewproduct.Advantage:①Itcanattractthecustomers,forexample,KFCwillpushofsomenewproducts.SomepeoplegotoKFConlywanttoeatthenewproduct.②Itadjuststopeople’squicklifestyleandconvenientspeople’dailylife.Atthesametime,itiseasilycarried.③Aninstantcoffeeordecaffeinatedprodu
6、cthasalowprice.Disadvantages:①Itisnodoubtthatnotonlythetasteofinstantcoffeeorthedecaffeinatedproductnotasgoodasthegroundcoffee,butalsoitnotbenefitsthepeople’healthSolution:Ithinkweshouldthinkofhowtomakeagoodproduct.Notonlyshouldweconsidertheprice,butalsoweshouldthinko
7、fthehealthofthenewproduct.Ithinkthebesteffectiswecanmakeaproductthatcanhavethetwoadvantages.PriceWehavethoughtthatthecoffeisbelongtothehighclasses.Butifwereducetheprice,sothateveyonecouldhaveataste.Advantage:Byreducingtheprice,caferomawouldattractmorecustomerstobuyits
8、othatthesalesvolumeproduct’smarketshareandprofitscanincrease.Disadvantage:Competingonpricingmayincreaseshorttermsales.Butiti
