Market Research & Marketing plan
Planet Bean is a local coffee roasting company who has introduced a new ready-to-drink coffee product: Comet Cold Brew. As the cold brew market begins to gain traction within the North American market, the College’s Research & Innovation team was asked to conduct market research to gain a better understanding of the market, identify target markets, competitors and provide positioning and marketing strategy recommendations.
In collaboration with the Planet Bean team, the North American ready-to-drink coffee industry and cold brew market was examined to discover possible target markets, consumer trends and the level of competition. Data analysis of survey results was conducted to illustrate consumer opinions. Strategies were recommended for Planet Bean to apply in order to improve their market presence and capitalize on their current market position.