Date

2019 12:00 AM

Major

Marketing

Department

Marketing

College

Liberal Arts and Sciences

Project Advisor

Dan Malliet

Description

In the recent transition from operating as a church mission to becoming their own not-for-profit corporation, Café El Zapote now has vast opportunities to begin growing. They have used traditional marketing efforts such as paper advertisements in church newsletters and Facebook to promote their mission to this point. They sell ground one-pound bags at church services along with a small amount of beans sold to a local roaster. The current challenge they are facing is what direction to take in order to grow their market presence at a sustainable rate with their current resource constraints. I provide three recommendations to Café El Zapote focus on in the coming year of 2019: (1) target new green whole bean buyers, (2) implement new forecasting methods, and (3) focus on building brand awareness in order to launch an e-commerce platform down the road.

File Format

application/pdf

Share

COinS
 
Jan 1st, 12:00 AM

Growing El Zapote Gourmet Coffee

In the recent transition from operating as a church mission to becoming their own not-for-profit corporation, Café El Zapote now has vast opportunities to begin growing. They have used traditional marketing efforts such as paper advertisements in church newsletters and Facebook to promote their mission to this point. They sell ground one-pound bags at church services along with a small amount of beans sold to a local roaster. The current challenge they are facing is what direction to take in order to grow their market presence at a sustainable rate with their current resource constraints. I provide three recommendations to Café El Zapote focus on in the coming year of 2019: (1) target new green whole bean buyers, (2) implement new forecasting methods, and (3) focus on building brand awareness in order to launch an e-commerce platform down the road.