Author(s): Rina Cerrato
Type: M.E.S. Papers/Theses
The strategy proposed to follow in this preliminary marketing plan is customer oriented
in order to anticipate the targeted market’s needs and wants and seeks to offer a high-quality
product in a way that may prove to be suitable to the customer’s desire. The project also
recognizes that it is in the business of influencing the coffee consumer’s behaviour in order to
promote the sustainable specialty coffee market. For the purpose of this Project, the customer is
defined as York University’s community.