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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.Ith
2、asastrongfull-bodiedflavorandaslightlybittertaste.Itcostsmoreper100gramsthanalmosteveryothergroundcoffeeproductonthesupermarketshelves.TheproblemsandsolutionsAccordingtotheinformation,weknowthatinthelasttwoyears,Caferoma’sshareoftheEuropeanqualitygroundcoffeemar
3、kethasdeclinedbyalmost25%.Ithasbecomeaseriousproblemnow.Obviously,tosolvetheproblem,somemeasuresshouldbetaken.Wehaveexplainedtheadvantagesanddisadvantagesofthemeasure.Tosumup,manywayscancontributetosolvingthisproblem,buttheadvertising,priceandanewproductmaybemos
4、teffective.DoyouthinkCaferomais…%ofpeopleanswering‘yes’Expensive?60Valueformoney?43Goodquality?70Old-fashioned80Exciting?23Exclusive?55ANewProductPriceAdvertiseANewProductAccordingtothesurvey,wecanseethatcaferomaisold-fashionedbuthasgoodqualityandexclusive.sowec
5、oulduseitsbrandastoolstomakenewproduct.Advantage:①Itcanattractthecustomers,forexample,KFCwillpushofsomenewproducts.SomepeoplegotoKFConlywanttoeatthenewproduct.②Itadjuststopeople’squicklifestyleandconvenientspeople’dailylife.Atthesametime,itiseasilycarried.③Anins
6、tantcoffeeordecaffeinatedproducthasalowprice.Disadvantages:①Itisnodoubtthatnotonlythetasteofinstantcoffeeorthedecaffeinatedproductnotasgoodasthegroundcoffee,butalsoitnotbenefitsthepeople’healthSolution:Ithinkweshouldthinkofhowtomakeagoodproduct.Notonlyshouldweco
7、nsidertheprice,butalsoweshouldthinkofthehealthofthenewproduct.Ithinkthebesteffectiswecanmakeaproductthatcanhavethetwoadvantages.PriceWehavethoughtthatthecoffeisbelongtothehighclasses.Butifwereducetheprice,sothateveyonecouldhaveataste.Advantage:Byreducingtheprice
8、,caferomawouldattractmorecustomerstobuyitsothatthesalesvolumeproduct’smarketshareandprofitscanincrease.Disadvantage:Competingonpricingmayincreaseshorttermsales.Butiti
