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Caribou Coffee Strategic Analysis

The company was founded in 1992 in Minnesota, which is the second largest company owned gourmet coffee house based on the number of coffee houses in USA. The company has focused on high quality products and offering the customers high quality gourmet coffee, beverages, teas, baked goods, whole bean coffee, branded merchandise and related products.

It also sales its products to grocery stores, mass merchandiser, office coffee providers, airlines, hotels, sports and entertainment venues, college campuses and other commercial customers. The company uses the high quality of Arabia coffee beans and tries its best to meet customer’s preference and expectation. The company also focuses on creating a unique coffee house environment which provides an inviting and comfortable atmosphere for customers, especially for take-out customers the quick service.

It also focuses on quality customer’s service. The stop provides compatible and personal service in a clean, smoke free environment. In 2003 under the direction of Mr. J. Coles, the chief executive and president of the country and the rest of management the company ook some strategic initial to improve the operation which include the development new product and promotion, improving customer’s service and selection and training of stores staff, increasing coffee house opening and strengthen the selection of site strategy.

In this period, net sales of the company grew up and expanded form 203 to 322 coffee houses it also expanded geographically and internationally. As of June 28, 2009 it has 414 stores, 97 franchised location and 522 coffee houses which include 108 franchised and licensed locations.

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