Company & Marketing Strategy. Business & Marketing Essay

Folgers Coffee Company
Name
Institution / Affiliation
Introduction
In the United States, coffee is one of the most treasured drinks of all time. For instance, Americans consume more than 400 million cups of coffee daily, making the United States the prominent consumer of coffee in the world (Statista, 2020). For many Americans, coffee is the first drink they taste every morning and also forms the main drink on their breaks during the day. Most Americans associate a good blend and flavor of coffee as an essential component in improving moods as well as refreshments. As such, companies that manufacture and sell coffee can tap into this large market. As such, they should formulate effective strategies and enhance the quality of coffee to increase sales and profits. This study will explore the SWOT analysis as well as the marketing strategy of Folgers coffee company.
Folger Coffee Company SWOT analysis
Founded in 1850 by James Folger in San Francisco, Folgers’s coffee company rapidly grew to become America’s favorite coffee company beating big chain coffee shops such as Starbucks. Currently, Folger coffee is owned by J. M. Smucker Company’s family and produces different types of coffee including regular, Flavored, Decaf, simply Gourmet, Cappuccino, and stomach-friendly. Also, the company produces numerous products such as single-serve, instant coffee, Coffee beans, ground coffee bricks, and K-cup pods, to name a few –to satisfy the wide diverse customer needs as well as make the drinks even better (Folgers coffee, 2020).
Folger coffee company strengths include; robust distribution network and broad product portfolio, a century experience in roasting and manufacturing of coffee, a robust brand in the coffee segment, a solid marketing strategy, market leadership in the United States. On the other hand, Folgers’s weaknesses include limited global presence – the brand is only available in three countries including Mexico, Canada, and United States; and stiff competition from local and international coffee brands. The corporation has numerous opportunities such as a large customer base both in the local and international markets; expansion into other beverages such as energy drinks and ice creams; and availability of ready coffee mixes suitable for customer groups. Folger faces numerous threats such as ever-growing mobile coffee shops, the emergence of ready-to-drink coffee and self-roasting, extensive change in the prices of unroasted coffee, low quality coffee as well as unrealistic pricing strategies by competitors.
Folgers marketing strategy
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