Lecture 4 Andradas coffee

Question 1

what are 2 ways of segmentation (customer)

Answer 1

geographical and behavioural/need-based

Question 2

what is the needbased segmentation

Answer 2

enthusiast
layperson
pragmatic

Question 3

what is the geographical segmentation

Answer 3

italy
norway
sweden
finland

Question 4

what are 2 ways of differentiation (company)

Answer 4

vertical (quality)
horizontal (taste)

Question 5

what is decommodification

Answer 5

many consumer categories have seen an increase in differentiation and quality

Question 6

what is decommodification driven by

Answer 6

consumer interests
retailers assortment and private label decision

Question 7

what are strengths of andradas coffee (company)

Answer 7

volcanic ground, altitude
potential quality
italian heritage
family based
sustainable production
gender equality
tradition

Question 8

what are weaknesses of andradas coffee (company)

Answer 8

financial constraints
labour intensive
lack of business knowledge
lack of brand awareness
access to distribution
power of intermediaries

Question 9

what are the possible positioning strategies

Answer 9

quality
sustainability
social
heritage