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Analysis Of Gloria Jean 's Coffee

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1.0 Introduction
1.1 Company Background
Gloria Jean’s Coffee (GJC) is a coffee specialist that serves a variety of quality hand-crafted hot and cold beverages along with pastries. GJC was originated in Chicago, United States in 1979 and it was founded by Gloria Jean Kvetko and Edward(Sweeny, B. 2014). It’s franchising business starts during 1986 and now has more than 358 outlets in Australia, and franchises coffee outlets in 40 markets worldwide (Johnson, S. 2014). In 1995, the Australian businessmen, Nabi Saleh and his business partner Peter Irvine acquired the master franchise. According to (Gloriajeanscoffees.com,2015), GJC became an Australian owned brand in 2004 and later transformed into a successful global brand.
1.2 SBU …show more content…

They offer espresso based drinks such as cappuccino, latte, macchiato, mocha, americano and more. Signature blended beverages from original iced chocolate, signature iced coffee, vanilla chiller to fruit blended and iced teas. GJC often introduce different pastries that goes along with their coffee. GJC offer merchandises such as tumblers, mugs, plunger, specialty roasted beans and coffee capsules for people to brew at home.
Place
GJC opens most of it’s cafés in strategic locations where it has a large number of crowd. Based on the list of store locations on their website, it is located mostly in places such as shopping malls, airports, city centre and CBD. People tend to shop in malls for hours and get tired. This is when they think of going to cafés. While people who visit cafés in the airport are those who waits for departure or people who gathers before sending their friends off. GJC also have stores in the city centre where universities are at a close distance. Central business district (CBD) is focal point of a city. The busiest area where most offices and retail stores are situated. The place where it has the highest flow of people and office workers. Although the rental is high, but such locations will definitely not disappoint.
Price
GJC uses product line pricing strategy. Tellis, G. J. (1986) claimed that this strategy is used by

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