Long-Range Goals and Strategies, Kona Gold
Coffees
Our market research shows that our product line fulfills a need and will hold a
strong position in the marketplace. In focusing on this objective, we will be using
these strategies:
 Product-driven, with an emphasis on quality and specialization
 Quality – it is our goal that the quality of our coffee offerings is and
remains unsurpassed in the field of premium Kona coffee.
 Specialization – Our product line is unique, with particular features that
separate us from our competitors. No other manufacturer offers a 14ounce assortment of seven brand-name Kona coffee of finest quality.
 Market-driven, with an emphasis on new market and niche market
strategies.
 New-market – we are focusing on a new market that has never been
tapped by our competitors and we expect to be the market leader in this
field even if others enter it after us.
 Niche-market – From our market and competition analyses, we know that
our products fulfill market niche.
Long-range milestones
Market share
Annual sales
Profit margin
No. of product
Facility (square
meter)
Number of locations
Number of
employees
Salary cap
New department
First year
4%
$50,480
55.70%
3
Three
years
4.70%
62,675
55.70%
6
Five Years
5.40%
73,104
55.70%
9
2,500
1
2,500
1
2,500
1
10
$290,000
0
11
12
313,668
339,264
0 R&D