Joe’s Java
A luxury healthy alternative
Environment
Environment
and
and Strategy
Strategy
Other leading brands in the
coffee shop environment such
as Starbucks and Tim Hortons,
do not market themselves as a
healthy brand. Joe’s Java will
be marketed as a healthy
alternative to other coffee
shops to differentiate itself
from other brands.
Fast growing
segments
Trends in
the industry
High quality coffee has become
more desirable to consumers as
many consumers have begun
making higher quality coffee at
home since the covid-19 pandemic
(Passport 2022). To appeal to
consumers Joe’s Java will use high
quality coffee beans and will be
marketed as a luxury coffee café
Over the past five years, one of
the industry's fastest-growing
segments has been
independent coffee shops
targeting coffee connoisseurs
with high-quality espresso and
siphoned and filtered coffee
beverages. Joe’s Java will be an
independent coffee shop which
will appeal to coffee
connoisseurs as the product
being used will be of highquality
Market analysis
There is an increase in demand for
premium coffee and a rising interest
on green tea as good for health is
primarily driving the value growth of
the market. Consumers, particularly
millennials, are more health conscious
and are willing to try new, healthier
alternatives. (MarketLine 2023)
References
IBISWorld - industry market research, reports, & statistics. IBISWorld Industry
Reports. (n.d.). https://www.ibisworld.com/
Off-campus library access. Sign in - Off-campus Library access. (n.d.).
https://www-portal-euromonitor-com.libproxy.wlu.ca/portal/analysis/tab
Sign in. MarketLine Intelligence Center. (n.d.).
https://advantage.marketline.com/Analysis/ViewasPDF/canada-hot-drinks176841