Article Title

Pacific Coffee Market Analysis: The Viability of Asian Coffee Brand Pacific Coffee in US North Eastern Market

Authors

Jorge Morales, Kean UniversityFollow
Leiming Tu, Kean UniversityFollow
Ensharah Virk, Kean UniversityFollow
Umaima Anwar, Kean UniversityFollow

Abstract

Pacific Coffee, a Hong Kong based coffee shop chain with a pacific Northwestern U.S style, aims to go international and expand their brand beyond East-Asian markets. Despite its growing prospects towards an American market, Pacific Coffee would encounter many obstacles such as an oversaturated market and difficulties in increasing brand awareness with its previous methods. Through a PEST and SWOT analysis the brands ability to create a successful presence in Union Township of New Jersey was measured amongst the powerful coffee shop chains currently dominating the region. This data was then compiled alongside surveys to ultimately provide a recommendation to Pacific Coffee on which integrated omni-channel marketing campaign will ultimately be the best method to enter the American Market. Instead of a sales approach, by attempting to infiltrate the market through increased brand awareness Pacific Coffee has a much higher chance for success within the city of Union.

Recommended Citation

Morales, Jorge; Tu, Leiming; Virk, Ensharah; and Anwar, Umaima (2020) "Pacific Coffee Market Analysis: The Viability of Asian Coffee Brand Pacific Coffee in US North Eastern Market," Kean Quest: Vol. 3: Iss. 1, Article 4.
Available at: https://digitalcommons.kean.edu/keanquest/vol3/iss1/4