Business plan: coffee producer "Tchibo"

2.2. New York 4
3. PEST – Analysis 6
3.1. Political 6
3.2. Economic 7
3.3. Social 7
3.4. Technological 8
4. SWOT-Analysis 11
4.1. Strengths 11
4.2. Weaknesses 11
4.3. Opportunities 12
4.4. Threats 14
5. Objectives 15
5.1. Management style 15
5.2. Financial key elements 15
5.3. Distribution channels 16
5.4. New York Distribution channels 17
6. Implementation Strategy 18
6.1. Market Entry Strategy 18
6.2. Marketing Mix 19
6.3. Target groups 20
6.4. Costs 23
7. Conclusion and Future expectations 26
References 27
1. Company Description
1.1. Facts, Figures and History
The company Tchibo is the 27 biggest private company in Europe with about 3.8 Million € total assets (2004). They’ve got about 12.000 employees. Tchibo has made its impact in 11 countries (Germany, Great Britain, Russia, Hungary, Poland, etc.) with over 60,000 points of sale. Today the fifth largest coffee producer in the world, Tchibo is also a market leader in Germany, Austria, Poland, Czech Republic and Hungary.1
Tchibo established in 1949. The founders Max Herz and Carl Tchilling-Hiryan came up with the idea to distribute roasted coffee by post – a business idea that revolutionised the coffee market. Tchibo opened its first coffee shop in 1955 and its first distribution warehouse in a bakery in 1963.2 With increasing success, Tchibo continually expanded its product range over the years that followed, now selling this range through a unique distribution system.
1.2. Concept and Products
The company retails both its coffee and non-food items through a chain of around 1,000 coffee shops3, cafes and outlets within other retail facilities, such as bakeries and supermarkets. Goods and services can also be purchased online.4 In Germany the online offer counts every month eleven million visitors and 230.000 orders. The sales of the online shops in Germany, Austria, Great Britain and Switzerland (for example: ) increased to about 140 million € / year.5 Tchibo direct GmbH was named the "Mail-order Company of the Year" in 2004. Tchibo is...

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