Comparison Between Behaviorism and Cognitive Theories in...

Name: Và µ Thá »â€¹ Minh PhÆ °Ã† ¡ng Class: DIP12A Due date: January 6th 2013 COMPARISON BETWEEN BEHAVIORISM AND COGNITIVE THEORIES IN TESOL After decades of development of learning theories, many approaches have been inspired and researched basing on the two most popular theories, behaviorism and cognitive theories. Because of their diverse significant devotion at a certain period in pedagogical history, these theories have been brought on debate over and over, to answer the fundamental question of what is learned (Navarick, 2002). â€Å"The primary difference between these two theories is the emphasis on overt behavior in behavioral theory and in cognitive theory, the focus is on cognition or individual thought processes† (Corey, 2009, as cited in Stone,†¦show more content†¦2). Unlike behaviorism, cognitive theories define motivation mostly as intrinsic factors so that learners have to motivate themselves and encounter limitations when adapting new knowledge. Wh en learning takes place, students link the new information to the old one, deciding to modify or abandon the existing knowledge to learn new things. For that reason, extrinsic reinforcements such as rewards and punishments are less appreciated (University of California, n.d., para. 4). The Graduate Student Instructors Center of University of California goes on to say that learning is a process of active knowledge input and the role of instructor is significantly emphasized. It means teachers are required to create suitable environments where only proper behaviors are encouraged. As a result, learners are able to assimilate previous knowledge and accommodate the new one (Peters, n.d., para. 1). For those reasons, what makes cognitive theories different from behaviorism is that cognitive theories put learner as center and forces them to be more active in learning process. Although being developed with opposite features, behaviorism as well as cognitive theories shares some similaritie s which support each other in some ways, like what Atkisson stated, â€Å"though the two movements are different, cognitive doesShow MoreRelatedError Analysis Efl2447 Words   |  10 PagesNormal University, Dalian Liaoning 116029, China) Abstract: This paper makes a study of error analysis and its implementation in the EFL (English as Foreign Language) classroom teaching. It starts by giving a systematic review of the concepts and theories concerning EA (Error Analysis), the various reasons causing errors are comprehensively explored. The author proposes that teachers should employ different and flexible error treatment strategies in accordance with the teaching objectives, students’

Trial Business Plan - 4029 Words

PathWay Business PlanKeval Shah | | * Executive Summary Business Overview PathWay is an innovative new start-up that has been formed with the intention of pioneering a new direction of pathology reporting which is faster and more accessible to healthcare professionals. The company has a great potential for growth and opportunity in the current evolving healthcare setting where digitalisation has become a key priority in the quest to improving healthcare outcomes for patients. Market Overview The importance of technology and information technology (IT) systems in meeting the challenges placed on the health care system is becoming increasingly apparent. The NHS is currently driving a technological revolution with the vision†¦show more content†¦He is currently studying the MSc. Technology Entrepreneurship course at UCL, has had large amounts of experiences in hospitals as a patient and as a visitor and has a keen interest and knowledge regarding the current processes entailed in the NHS. Keval is looking for a technical co-founder as well as a medical co-founder. The technical co-founder will have expertise in both the back-end and front-end of the solution. The technical co-founder should have a vast knowledge of Application Programming Interfaces and database engineering. He will be able to apply insights we gather to makes sure the user experience of the solution is the heart of the problem The medical co-founder will ensure that solution is targeted and addressed appropriately within the healthcare setting and at the same time will provide relevant connections to the NHS Trust board members of the respective hospitals we intend to target. Table of Contents Executive Summary 2 Business Overview 2 Market Overview 2 Product Overview 2 Competitor Analysis 2 Business Model 3 Team 3 2. Business Description 6 1.1 What is the PathWay concept? 6 1.2 What makes PathWay unique? 6 1.3 PathWay’s approach to Market 6 2 Problem Solution Fit 7 2.1 The Problem 7 2.2 The Solution 7 3 Market 9 3.1 Market analysis 9 3.2 Customer Research 9 3.3 Competitors 10 3.4 Competitive Advantage 12 3.5 Marketing and Advertisement 13 4 Strategy 14 4.1 Business Goals 14Show MoreRelatedStrategic Report On Strategic Information System Planning Essay1333 Words   |  6 Pagesalliance s Information System masterminding ought to be changed by general business thinking, and occasionally may even change into a making wellspring of high ground. While anybody can t avoid denying this, operations alliance examiners are for the most part beginning to concentrate how this system happens and what the quantifiable inspirations driving interest are. 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Absolutism in Europe free essay sample

Many countries in Europe experienced hardships in the year 1500s due to a lot of ideologies that led to reforms and freedom of the populace form peasantry. Such reformation also embodied the equality among common masses and the continuous spreading of protection of rights for every people in a particular country. As this philosophy continued to flourish in Europe, more conflict began to arise by the common people to be able to claim and fight for that rights they want. In addition to that, countries like France, England, and Germany also suffered from struggles due to the political breakdown in their lands. Because of that, many sought ways on how to improve the situation in their country and all of these efforts led to the decision of having a single ruler to govern over the land. This also meant the denial of such rights claimed by the common people like freedom from forced labor and land ownerships. We will write a custom essay sample on Absolutism in Europe or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Absolutism is defined as a type of government where the full power resides solely in the monarchial rule or the corresponding King of a country. This principle is based on the heavenly right of a ruler to govern a country and that this person should not be queried or challenged. According to this belief, the kingship was given to a person by God, therefore, no one should go against the will of God. With respect to the natural law, the end study still resulted to absolutism. Moreover, while absolutism provides great power on the monarch leader, they still have to maintain good relationship with the aristocrats and other nobles in the country. Members of the aristocracy played a major role in maintaining the rule of king in its good condition. These people supported the ruler by leading the armies of the land against rebels and insurgencies. On the contrary, these nobles can also dispute the authority of the single ruler, making its government shaky.   France is a good example of an absolute type of government. Under this government, the political power of France was centered on the kingship and all control over military, taxation and other state affairs is in the hand of the king. However, such control is still fragile because the king should maintain good standing with the other nobles and aristocrats and should maintain a standing army to preserve his rule. With France, King Henry IV laid policies that further strengthened the monarchial rule over the French territory which in turn, provided benefits on the public. In addition to that, King Henry also acquired the services of religious ministers to establish an improved management and as a result, many structures were built that further improved the lives of the people. Conversely, rebellions emerged when higher taxation was imposed by the French ministers, and this made the government weaker and its influence limited. The uprising was led by other aristocrats that defied the orders of the king to collect dues that were beyond the normal taxation. As a result, compromises were made between the two parties to restore peace in France.   In countries like Austria and Prussia, absolutism is said to be very effective and was less challenged by wars or rebellions by its citizens and nobles. When the Ottoman Empire attempted to conquer nations like Austria, the nobles joined together that eventually led to the defeat of the Turkish armies.   As a result, the authoritarian rule of the present leader on that country was further supported by the people of Austria. The same happened in Prussia when wars continued to plagued the nation and the leader of this country emerged to have saved the country over the possible hardships that â€Å"war defeat† might bring to them. The war also weakened     the power of the nobles who antagonize the Prussian government at that time. In Russia, absolutism was developed and can be traced back when Russia then was conquered by the Mongolian army. The Mongol leader made the people of Russia suffer and even imposed huge taxes against the people. The Mongol leader also appointed Russian nobles to do the tax collection job over the Russian cities which eventually turned against them. When the Russian nobles already gained much resources and support from the populace, they started to revolt against the Mongol rule over their country.   When they finally beat their enemies, the ruler of Russia justified the need of absolutism in their country to further strengthen the defense of Russia over its enemies. The tsar also improved the structures of the Russian country like the St.Petersburgh construction. The distinctiveness of absolutism that was in eastern part of Europe by the year 1600s was significantly unusual from that of nations like Spain and France in the western side of the continent. Eastern Europe was able to recover from the stage of scarcity and malady in the 1300s in a diverse way. On the other hand, when population levels in the countries in the western part of Europe were small and there was a lack of manual labor in the medieval era, the peasants were able to attain greater liberty from the said limits occurred in the feudalism epoch. Conversely, in Eastern Europe the landlords and the aristocrats were still clever to constrict the peasants on their lives and as a result, weaken their struggle for freedom. A valid hypothesis for that scenario is that this might happened because those rulers in places in the western part of Europe were much more prominent than in the Eastern towns for the reason that of extensive commercial revolution that happened in the West. These towns gave a substitute and usually a sanctuary for the masses that were not in their original land. Additionally, monarchies in the western part of the continent frequently seen by the populace to protect them from their enemies who would want to plunder their land. The policies made by these rulers were also for the ordinary public to be protected from mistreatment of those who are in the noble families. There are three known countries with powerful kingdoms and these are Prussia, Austria and Russia. All of these nations proved to their citizens the worth of having a single ruler to oversee the whole kingdom and toe welfare of the entire public. They also provided protections for the people who were vulnerable from their enemies like barbarians and other nomadic groups. On the other hand, landlords in the eastern part applied pressures to the peasants to produce goods for other nations rather than for their own spending. As such, the populace was not satisfied with the rule of their landlords in the east, thus, adding mistrust on the kingship of the rulers in the Eastern Europe. In addition to that, there was limited growth in the population in the Eastern Europe and as a result, nobles easily dominated these lands. The rulers perpetually received support from the aristocrats and letting them a liberated life in controlling their own populace. References Absolute Monarchy and Enlightened Absolutism. Retrieved on Feb 25, 2009. Retrieved fromwww.wsu.edu Absolutism. Retrieved on Feb 26, 2009. Retrieved from www.sunysuffolk.edu Reign of Louis XIV. Retrieved on February 26, 2009. Retrieved from www.stetson.edu

Yuban coffee free essay sample

I. Introduction/Executive Summary and Product Description Yuban coffee is a brand of coffee you can find in your local grocery store that you probably did not know existed. It was founded by John Arbuckle, a famous coffee roaster, who has invented the original Yuban coffee in 1986. Yuban coffee only uses the best Arabica beans. In addition, Yuban is certificated by the Rainforest Alliance, which declares that at least 30% of Yuban coffee is organic. Chemical fertilizers and pesticides are not used on the organically grown beans and the rainforest alliance also works to sustain agriculture, forestry and tourism in the regions of the forest that the coffee beans are grown. More recently, Yuban coffee has been slowly grown, if grown at all, and has not been reaching its full potential. The main problem of Yuban is the lack of brand awareness and an unsuccessful marketing strategy. When the marketing strategy changes to solve these problems, it will make the Yuban brand more competitive and successful in the coffee market. We will write a custom essay sample on Yuban coffee or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Our marketing plan will be discussed in detail in the pages to come, but our general objective is to build brand awareness by defining and marketing towards a more specific target market. Also, with the implementation in of our recommendations, Yuban coffee will be able to reach this objective. Ultimately our marketing plan will consist of the following: 1. Increase Yuban’s brand image by: a. increasing brand awareness from business-to customers / Business-to-Business markets by penetrating the online and social media sectors b. creation and implementation of the vending machine/coffee brewing machine c. using recent acquisitions to push the Yuban name d. redesigning product packaging to reflect environmentally conscious brand II. Target Customer Analysis People in the United State love coffee, just like how people in China love tea. Research suggests that 50% of the population of United States drinks coffee and those coffee drinkers in the United State drinking more than 3 cups of coffee each day! Aside from the United States there are so many other people in the world who love coffee (E-imports, 2012). This makes coffee become the second valuable trading product after oil. For the people who love coffee, most of them have a favorite brand, even a specific taste. So for Yuban, they have a big market and great opportunity to develop. Yuban coffee is certified by the Rainforest Alliance Certification, which means Yuban coffee is healthier and environment friendly. â€Å"Made from 100% premium Arabica beans, YUBAN mountain-grown coffees offer uncompromising, robust flavor and seductive aroma† (Kraft. com). Also, because of this reason, Yuban coffee is more expensive than some other instant coffee, especially its caffeine-free organic coffee. Therefore, the target customer of Yuban coffee should be those people who are environmentally and health conscious, and willing to pay more money on coffee. In figure 2. 1 of the Appendix, the two charts show the difference purchasing power on different generations. We can see in the first chart that people in age 25-34, 35-44, and 45-54 have the strongest purchasing power. And people now in those ages fall into 3 generations different generations, the Baby boomer (1946-1965), Generation X (1966-1976) and the Millennial Generation (1977-1992). We feel the older generation being the baby boomers may not care too much about being health conscious, but if we had the time and money we would want to research this to find out if they are a part of our target market. The younger generation, being the millennial generation is anyone currently age 21-34. Then you finally have the last generation, which is Generation X, who includes anyone currently 37-47 years old. So, out of these 3 generations it will be in our best interest to go with the millennial generation. They have good economic condition, and they have good education background. It means they can afford higher price of coffee, and the Millennial generation will be the most environmentally conscious, which we will discuss in another part of the paper. III. Competitor Analysis Yuban competes in the premium coffee bean and ground coffee market. While there are numerous coffee brands competing in the North American marketplace, most of these compete on a cost leadership strategy. Only a few competitors such as Green Mountain Coffee, J. M. Smucker’s Folgers are brands which have small premium distributors such as Fair Winds Coffee and Organic Coffee Co. , and all compete in the premium coffee category within the environmentally friendly and fair trade category (Agas, 2006; Statistics, 2013). These brands specifically differentiate on quality rather than cost. Market Share of Main Competitors: The coffee bean and grind industry is highly fractured in terms of market share. While Yuban only has some 1. 93% of the marketplace, companies such as Folgers and Maxwell House have 21. 6% and 14. 62% respectively but with down market products (Statistics, 2013). Thus, it is quite clear that there is extensive room for further growth of the Yuban brand. Market Structure: The coffee industry is an extremely competitive one. However, the market structure of the coffee industry and specifically the coffee bean industry that provides the raw materials for Yuban could be described as an oligopoly. The specific characteristics of this oligopoly are, however, more reminiscent of a cartel because a relatively small number of suppliers control the supply and distribution of coffee beans globally (Igami, 2011). Consequently, Yuban, which is a brand within the Kraft Foods umbrella, has limited choice in selecting its supplies. The coffee bean industry was controlled officially through a cartel structure until 1989 under the International Coffee Agreement or ICA but thereafter market competition with new entrants such as Vietnam eroded the control of this official cartel organization (Igami, 2011). Yet, because coffee bean production is largely limited to certain geographic regions, these countries’ governments express a great deal of control over which entities control production and distribution. Competitive Barriers: There are a number of significant competitive barriers within the coffee bean and coffee grind industry. While virtually any firm can purchase the raw materials or even the finished product in the form of ground coffee, the packaging and distribution of the product is a much more sophisticated endeavor. The most significant competitive barrier is the establishment of a retail distribution channel which requires negotiated shelf space in retail outlets, distribution channels including warehousing and transportation services and product packaging and design facilities (Amato Amato, 2009). All of these factors require both material resources as well as managerial competencies that must be established prior to actually entering into the industry. Sources of Competitive Advantage: Yuban’s coffee retail coffee industry has several sources of competitive advantage. The primary source of competitive advantage for Yuban is its parent corporation’s size, scale and revenues. Kraft as a corporation that earned more than $18. 3 million during 2012 and its coffee products which include Yuban contributed an estimated 8% of these revenues to Kraft’s earnings for that period (Annual, 2012). Consequently, Yuban has access to Kraft’s considerable financial resources as well as its developed competencies in the selling and marketing competencies of major food product brands. IV. External environment analysis Economic environment: The main emerging markets in coffee consumption especially in Asia and South America market under the background of rising, global demand for coffee during fiscal year 2011 to 2012 rose 2%. During the fiscal year 2012 to 2013, global coffee production stabilized at about 146 million bales (60 kg per bag). Coffee is one of the most widely consumed beverages worldwide and in the United States. There are 183 million coffee drinkers in US and a 7% increase over 2011 in coffee consumption. Technological environment: Modern technology can improve the production process and achieve economies of scale. Ultimately sophisticated technology can help coffee production in many factors, the product brand, and the coffee beans. Ultimetly, the process of producing good quality coffee beans is relatively the same with some secrets of the drying process that differ. In our recommendations, we suggest the introduction of coffee vending machines, which will be an area that Yuban will differentiate itself from the rest of the coffee market. Political and legal environment: Low production of coffee beans, causing unstable climate could lead to a protectionist producers. So higher import prices to offset the damage caused by the low production. Yuban coffee is already rainforest certified, and thus the political environment is in its favor and will only cause it to grow more to become a more active leader in this political and legal area. Cultural and social environment: More than 50% of Americans drink coffee every day. This represents more than 150 million daily drinkers. 30 million U. S. adults have professional coffee drinks daily, which includes drinks such as mocha lattes, coffee, mocha coffees, cappuccino, and etc. 65% of coffee consumption in the breakfast time, between meals, with the remaining 5% and other foods. At the same time, 35% of coffee drinkers prefer black coffee. V. Company Analysis Yuban is an inexpensive brand of South American coffee. Comparing the same kind of coffee, Yuban provides lower price coffee than other brand in the market. Though Yuban coffee offers a lower price, it also emphasizes the quality of the product. Strength: Yuban provides 100% Arabica beans which are the finest coffee beans. To support the high quality coffee beans, the company gets the Arabica beans from some of the best coffee growing regions in the world, and the highest quality coffee beans are sourced from some of the finest beans grown in Central and South America. Thus, Yuban will continue to be made with 100 percent Arabica beans but not 100 percent from Colombia, and some of them from Brazil, Peru and Nicaragua and so on. In addition, to avoid ruining the coffees flavor, Yuban used a sugar and egg glaze on the beans in a roasting process, ensuring to keep the flavor of the beans a rich taste. Currently, Yuban is owned by Kraft Foods which is the worlds biggest buyer of Rainforest Alliance-certified coffee. And Yuban has been granted certification with the Rainforest Alliance in 2006. It means that there are at least 30% of its beans are organic. According to the certification, Yuban not only uses environmentally friendly farming methods, it is also required to provide a fair system to worker and efficient farm management. It is to keep the product quality in a high level while still supporting the team who is responsible for growing and protecting Yuban coffee beans. Weakness: Yuban does not have its own official website. If people want to buy Yuban coffee, they can only purchase it off of websites like Amazon and of course super markets. In a shopping website like Amazon, there are many different kinds of coffee brand, not just Yuban coffee. In fact, if people buy an instant coffee or coffee beans, most of them have a particular brand they buy and will not search another brand’s product. Consumers just focus on what they need and in this situation Yuban is not targeting its target customer because it is sharing the arena with many other coffee options available too. Yuban also does not have a renowned brand of coffee name or customer loyalty. An official website is useful to let customers focus on your brand’s product, and support more detail information about your company. It is an image that you are selling the customers. Thus, this is a weakness for Yuban coffee. Opportunity: People lifestyles are changing because more and more people enjoy drinking coffee, especially when humans reach a certain age in their life that is acceptable to drink coffee. Yuban can use the change of lifestyle trend to promote its coffee. After all, Yuban coffee is historic brand in coffee market, and it will give consumer confidence to taste its coffee. Thus, it is a good chance to increase the market share. Moreover, Yuban is owned by Kraft Foods which is one of the top 500 companies in the world. It can use Kraft Foods’ awareness and resources to attract more customers, because people may know what Kraft Foods is, but they may not know what Yuban is. Thus, Kraft Foods can support the confidence for the consumer, when the consumer consider whether to buy Yuban coffee or no. Yuban coffee also does not own different kind of coffee products. It keeps the style of traditional instant coffee, and launches several different types of coffee to suit customer preferences. So far, there are no other products other than instant coffee or whole coffee beans. Regardless of the season Yuban coffee products do not change where as some other coffee brands may offer different roasts or blends. There is an opportunity here because it can develop some new products which are based on 4 seasons a year. This can help attract more potential customers if we offer something different from time to time but still maintain our original product. Yuban coffee is also not packaged with much innovation to differentiate itself and sell. Yuban can increase market share through diversifying the products and also focusing on the packaging to offer a design that matches the purpose of it. Threat: Yuban coffee is certified through the Rainforest Alliance, but that only guarantees 30 percent of the beans in any package of Yuban coffee are organically grown. It means that there are 70 percent of Yuban coffee product that do not probably come from ecologically-sensitive farms. Customer may focus on the 70 percent of Yuban coffee product and worry about the quality of them. Yuban strives to support lower price and high quality product, but the organically grown coffee beans are more expensive than coffee beans that are not organically grown. If more and more customers pay more attention to this, Yuban coffee will lose some customers. Thus, this is one of the threats for Yuban coffee. What’s more, in the external environment, the economic recession will reduce customers’ demand of coffee, and there are many competitors in the coffee market, such as Folgers, Maxwell House, and Nescafe. However, Yuban coffee does not focus on the promotions or advertisements. It will affect the company’s business. It probably reduces its sales and profits, even market share. Thus, Yuban must confront these problems, and how to solve them. VI. Marketing Information Requirements In our research, we learned that Kraft Foods has a wide portfolio of recognized roast and ground coffee brands that is unique to every type of coffee customer. Their portfolio includes Maxwell House, Gevalia Kaffe, Yuban, and Cafe Collection. Yuban coffee is made from 100% premium Arabica beans, is mountain grown coffee which offers uncompromising, robust flavor and seductive aroma. According to the Kraft food website, Yuban coffee is made to appeal to those consumers who demand environmentally conscious products. Thus, Yuban coffee is perfect choice for customers who want to make a difference in the world. This strategy of marketing Yuban coffee to the environmentally conscious is part of our objective, however, Kraft foods has not differentiated who the environmentally conscious really are. We discussed earlier who our target market included, but let us take a closer look and understand them and their habits better. In a study conducted by Generate Insight (2009) â€Å"69% of millennial’s surveyed expressed genuine interest in the environment, but they also admitted to a lack of personal involvement in green-related activities. In short, this group understands the why but is unsure of the how† (Gaudelli, 1). Thus it will be our job to tap into how they can be a part of the green movement. If we had the time and money, which Kraft does have, we would recommend doing marketing research on the three generations which include gen x, baby boomers and the millenials to understand their buying habits especially when it comes to choosing an environmental conscious product over one that is not. VII. Marketing Mix Product: The package of Yuban coffee suggests that its drinkers can have great tasting cup of java and feel that they are participating in doing something great for coffee farmers as well as the environment. Yuban is grown according to Rain forest Alliance Certified standards and also applies organic coffee beans. Therefore, the product has two benefits, being better for the rain forest and world, and is also organic, which means you can feel really good when you drink Yuban. The package description also comprises information of there being a minimum of 30% Rain Forest Alliance Certified Coffee in each bag which is supposed to help in conservation of the environment as well as support coffee farmers (Cliath, 2007). Yuban coffee has a very distinctive smell than any other coffee. It has a fresh and pleasant smell, loaded with a fresh ground coffee bean fragrance. It is mild and has no bitter after taste (Cliath, 2007). The introduction stage is the first stage in the life cycle where the coffee was introduced to the market. At this stage there were low sales with high retail prices. Then there is the growth stage that is characterized by rapid increase in sales. This happened when the Yuban coffee was just introduced to the market. It is believed by some industries that Yuban coffee is still in the growth stage, signs indicate that it is in the maturity stage. In the maturity stage, there is high brand awareness, high distribution, and lower prices. Yuban coffee is believed to be in this stage (Cliath, 2007) however, we feel differently about this. We feel that Yuban can be reintroduced into the market with our recommendation and back track to the introduction and growth stage once more. The coffee is packaged in what seems to be a 12 ounce bags. Today it is packaged in the traditional preserved coffee containers, or in coffee cases. Coffee cases are individually sealed cups of premeasured grounds, designed for use in one cup coffee makers. They are packaged in reasonable pouches for convenience and freshness and the label also contains a K for Kosher on the outside. There is no indication through whether the bag is made of recyclable material or is (Cliath, 2007). Thus Yuban is not differentiating its packaging in relation to its purpose either. Customer service is required for the coffee brand so as to get the feedback from the customers on what they need improved. The product also does come with a warranty from the company. Customers are assured of the quality in the product. Place: Some products need much less market exposure than others. An ideal market exposure degree makes the coffee available widely enough to reach the target customer’s needs. This however, should not be exceeded. The ideal exposure degree involves intensive distribution, selective distribution, as well as exclusive distribution (Cliath, 2007). Yuban coffee is distributed both at the wholesale and the retail level. It distributed all across nations of the world. One is likely to get Yuban coffee at the supermarkets, retail shops, and coffee shops. It is also distributed directly by the company to the wholesalers. The product is aimed at individuals who feel that they are participating in the preservation of the environment and minimize or stop further destruction to the rain forest (Cliath, 2007). With our recommendation of introducing the Yuban vending machine, placing these machines in call centers across the nation, colleges and universities will be another way to introduce our environmentally conscious product to our target market. Promotion: The promotion objectives are to get customers to remain committed to buying environmentally conscious products and our customers will feel like they are doing their part in sustaining the world and environment through their purchase of Yuban coffee. Promotion Blend: The advertising plan will focus mainly launching a website for Yuban as well as its own Facebook, YouTube and other media site promotions. Though print advertising can be very beneficial we will try not to dive too deep in this area as we are promoting an environmentally conscious product and want to track our carbon footprint. Our copy thrust will be more psychological to ensure that customers are aware that they are doing the right thing by choosing to buy Yuban coffee. Personal selling can be used especially if we show customers who and where the original Yuban coffee beans are grown and cared for. This can be demonstrated through videos on YouTube and also shared on our Facebook page and website, similar to what Kashi does with their cereal products. Yuban can initiate a reward system that if their coffee packaging is recycled to certain grocery stores they can get a discount on the next Yuban coffee product they buy. Again here, customers can feel good about this buying process. Publicity will be used when we introduce Yuban coffee in the coffee shop recommendation through Tom n Toms and Urth Cafe. It will become recognized as the coffee used in these shops and slowly grow to the coffee used in customer homes and so on and so forth. Price: The demand for an entirely organic coffee is price sensitive because the cultivation of organic coffee is difficult. Thus, if we can figure out what the minimum requirements are to be certified as organic in FDA standards and such, then maybe 30% is good enough and we do not have to promote that our product is only 30% organic, and we can call it entirely organic if the requirements are not demanding. The pricing strategy for Yuban would be price slightly higher than competitors such as Folgers but only because of the environmental work that goes into sustaining what Yuban believes in. Also, by pricing our coffee slightly higher we can including something in our promotion that a part of the revenue from sales is pumped back into the environment to fix what matters most in the world environmentally. Yuban can offer discounts if their packaging is recyclable or reusable. We may be able to start an imitation to return Yuban coffee cans or jars to grocery stores to get a discount on their next Yuban purchase. This goes in line with what Yuban is all about and is also a discount to the customer which will get them to continually buy our brand of coffee. VIII. Recommendations and Implementation Brand recognition is very important and closely connected to the implementation of our recommendations. We recommend that Kraft first redesign and assign Yuban its own website so customers are aware of the different product offering and what this brand of coffee is all about. In the Internet age, people have always enjoyed looking on the different websites for the information they can find on each individual product, however, there is no independent or well put together website for Yuban coffee, which will make it difficult for investors to learn more. For example, Folgers which is another brand of coffee that everyone knows quite well due to the Folgers jingle actually has its own website despite the fact that it is a part of the Smuckers Company. Kraft food also has a portfolio of coffee that is targeted to different customers, however, Yuban has not been given that independence or leadership to stand alone or gain reputation. Maxwell House Coffee, the second of the 4 coffee brands/products of Kraft Foods has its own website, Facebook, and YouTube. Though Yuban is a product of Kraft Foods, Yuban has a poorly designed website with little information on it at all. Also, the Yuban page in Kraft Company official site is very simple. Yuban is a coffee made under the Kraft Food line, and it appears they are unwilling to pour in the proper funds needed to fund a separate Yuban Coffee Website. Customers are considered as the backbone of any businesses. Hence, Yuban need to be well aware of their customers’ satisfaction for their products or services, especially in their efforts to track the ‘environmentally conscious’ customer base. Also, Yuban should conclude problems reported by customers and try to fix the problems, which benefit the company’s further development. In addition, another recommendation for Yuban is that the brand can also develop vending machines that will provide hot coffee and specialty drinks with the touch of a button or two. Yuban is well known as a ground coffee product. However, making a coffee run to the nearest Starbucks or local coffee shop is not an option during the day. Hence, our recommendation of vending machines is also a very convenient to those customers. Especially if the machines are placed in locations such as college hallways and buildings where students are only allowed enough time to grab a quick beverage or snack during their short break. Placing the vending machines in call centers where hours of operations usually start early in the morning and are located in large multi-level buildings that grind and brew a cup of fresh coffee is would be a strategy which would allow Kraft foods to tap into the coffee machine business because not only would Kraft supply the coffee, which is Yuban in our case, but it would also sell the machine that brews the coffee to these business, or collect some sort of rent or lease for having it. Our third and final recommendation would be to become the coffee supplier of coffee shops such as Tom n Tom’s and Urth Cafe. Tom n Tom’s has an interesting location base in Los Angeles, Australia, Singapore and Thailand. They do not however carry or brew good quality coffee. Thus, by becoming the sole coffee provider for Tom n Tom’s will be a win-win situation. Urth Cafe is a cafe which offers exclusively organic coffee and tea, Yuban would fall into this category and could provide lower prices than other organically grown coffee. Though Urth Cafe currently only has location here in Los Angeles, it is only an example of the position that Yuban coffee can take in the market. Appendix Figure 2. 1 Figure 8. 1 Research and make improvement Time Event Cost Note One month Redesign a new website $30,000 Two months Shot video on You Tube $50,000 Three months Research and make improvement Included in customer service Long time Customer service department 200,000 per year