Responsible Coffee Requires Responsible Marketing

Book excerpt: Big Bend Coffee Roasters (BBCR) is a small business in Marfa, Texas offering high quality, Fair Trade and organic coffee. Primarily, the business operates as a wholesale roaster catering to small-to-medium size coffee shops across the country, but primarily in the Texas region. While the wholesale business is the core business model of BBCR, the company would like to pursue retail sales online. Currently, there is no marketing plan in place. This report is a one-year marketing plan incorporating the entire 2013 strategy and implementation with the following goals: 1) raise brand awareness in Texas, and 2) increase retail sales of BBCR coffee and products.