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OE101 Marketing Contexts (Grade 8.5!)
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This report was written for the OE101 Marketing Contexts Education Unit. The score achieved is an 8.5.
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OE101CoffeeFortune
649894 Franken
Michael
Dario Mulder
650868
B.V
Marketing Context
1
,2
Title page
Student 1: Dario Mulder, 650868
Student 2: Michael Franken, 649894
Educational unit: Marketing Contexts, OE101
University: Inholland University of Applied Sciences
Location: Rotterdam
Accompanying teacher: Mr. Arends
Company: Fortune Coffee
Deadline: 16 May 2022
th
,Foreword
For Marketing Context, we carried out several analyses on the impact of various themes. Each
company is a unit that wants to perform as well as possible. That is why it is so important to gain
insight into how you perform as a company and where improvements can be made. This study for
Fortune Coffee took a broad view of how they implemented their external strategy internally and
what relevant aspects interfered with this.
We would like to thank Fortune Coffee for their trust and cooperation. It was an instructive and
interesting process for both of us and we hope that Fortune Coffee can add value to its daily
operations with the help of this research. In addition, we would like to wish Mr. Arends a lot of
reading pleasure.
For all questions, we can of course both be contacted, via:
Michael Franken: 649894@student.inholland.nl
Dario Mulder: 650868@student.inholland.nl
Michael Franken & Dario Mulder
Rotterdam
15-05-2022
, Management summary
This research report was written for Fortune Coffee. It examines how Fortune Coffee can respond
to trends and developments in the current market. The aim of this research is to provide
appropriate advice on how Fortune Coffee can implement these.
This research aims to answer the main question: "How can Fortune Coffee implement
improvement opportunities to improve its competitive position in today's market context?". It is
designed to strengthen the competitive position of Fortune Coffee by looking at possible
opportunities in the market in which they find themselves. The sub-questions in the study are
designed to answer a specific part of the main question. The combination of these answers will
form the basis of the advice that will be given to the management of Fortune Coffee.
The results of the research for Fortune Coffee are in short that there are many opportunities in
the current market in the field of sustainability and branding and marketing communication. By
making clear objectives in this area Fortune Coffee can improve its position in relation to the
competition.
This means that Fortune Coffee should look at what they are already doing in the field of
sustainability and branding and marketing communication and how they can expand this. The
advice is to set goals and look at what competitors are not yet doing and where Fortune Coffee as
a company can excel.
The suggestion for Fortune Coffee is to start supplying coffee to employees of customers who
work hybrid. This would ensure that even more coffee is purchased and no competitor is doing
this yet. Having all of Fortune Coffee's vehicles run on electricity is a sustainability goal that they
can strive for and that competitors are not yet doing. All in all, there is plenty of profit to be made
for Fortune Coffee in the current market.
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