Marketing Plan - Silky Girl - 6899 Words

1. EXECUTIVE SUMMARY This marketing plan for SILKY GIRL includes aspects such as a Situation Analysis, Objectives, SWOT, PEST, Porter’s five forces, Measuring of Target Markets, Strategic Marketing Mix, and the Implementation and Evaluation. With Porter’s five forces, we will be able to understand how we should improve the company and understand competitors better. Also, it will help us understand the market and how we should position our company before entering the market The marketing plan aims to further publicize SILKYGIRL’s product line through extensive commercial advertising as well as to further add value to their existing product lines, introducing a new product line, SILKY LUXE to cater to a different type of†¦show more content†¦These stores are pretty accessible for the consumers. 3.1 Market Summary SILKYGIRL’s customers are youths, young adults and teenagers. They aim to provide Halal cosmetic products to cater to the Muslims. When SILKYGIRL came into the mass consumer cosmetics market, there were many competitors. Launched in May 2005, their competitors are established brands such as L’ORÉAL, MAYBELLINE, REVLON, SHISEIDO, ZA and market leader AVON. They use celebrities such as Felicia Chin and Edmund Chen to endorse their products and target on youths and young adults. Their products are not wide in range and have a very limited choice. Some of the popular products are eye shadow and eye liner which cater to beginners as they have clear instructions on how to use and apply at the back of the packaging. Market Demographics Demographic segmentation is to segregate the market into groups based on variables like age, gender and occupation. For the purpose of this marketing plan, the market will be divided according to two main demographics of workgroups which are the Generation X and Generation Y. People born between 1965 and 1979 are categorized into Generation X while people who are born in the year 1979 and onwards are considered to be in Generation Y. Generation Y Gen Y are innovators, creative and often seek for new things. They are not brand loyal and often switch brands to try out new products. They are corporate and political sceptics. LargeShow MoreRelatedBrand and Shampoo2071 Words   |  9 PagesTarget is overall revenue. No target as such for the shampoo segment. #61656; Each product category has a code and revenue from shampoo sales seems to be less than 20 %. #61656; One interesting feature was that, for Himalaya products, the sales girls were deployed by the company directly. 2. 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Fine Arts Essay Example For Students

Fine Arts Essay Although different pieces of art come from different eras and different artists, what makes a composition fine art is its ability to evoke emotions in the viewer. These emotions can range from misery to ecstasy and everything in between. Conversely, if there are no feelings experienced by the majority viewers, no matter if theyre positive or negative, than that piece does not fit into the genre of fine art. The great thing about genuinely fine art is the fact that the experience of emotion is absolutely subjective. It is true that a work of art has a certain message embodied in it and an intended emotional response; however, with fine art the experience is different from person to person. Great artistic compositions do trigger similar responses in the viewer; yet, each individual has their own unique interpretation of the meaning and orientation of feelings towards the piece. No matter how similar or different these results are, none of them are the same. Out of all the amazing creations at the Museum of Fine Arts in Houston, four paintings stand out among them all. These are Paul Cezannes Bottom of the Ravine, Paul Gauguins Arearea II, Vincent van Goghs The Rocks, and Georges Seurats Young Woman Powdering Herself. What makes these painting prominent idols of attraction is the fact that they are so simple, yet they convey a deep meaning. And like all fine art each viewer has their own personal perception and reaction to these paintings, perhaps because of their uncomplicated surface appearance. What all of these compositions have in common is that they all depict natural occurrences. Whether or not the events and the contents are based on something or a scene that actually did exist is irrelevant. What matters is that these paintings are composed of images and settings which actually can exist or could have existed. This elicits a personal connection between the viewer and these fine arts since what they are viewing is something that is actually tangible rather than surreal and abstract. Paul Cezanne was a painter of the Post- Impressionism era which was a further extension of Impressionism with fewer boundaries; yet, both of these styles contained images that can exist in the real world. The major difference the distinguishes these two different styles of painting is that Impressionism strives to achieve a photographic type of quality (just an example of the degree of which these paintings resembled real life since cameras were not yet invented), whereas Post-Impressionism does indeed contain elements that do exist in life but with a less rigid attempt to depict how the images would appear in real life. Thus, Post-Impressionism is less limited by precision yet composes life-like scenes. This gives these paintings an almost cartoon like appearance. This era is also distinguished from symbolism in that symbolism is more of a reflection of ideas. Paul Cezanne was the genius behind the composition Bottom of the Ravine. This painting fits perfectly into the scheme of Post-Impressionism as it displays a mountainside, a life-like image, but in a loose cartoon-like fashion. This is done by using fewer colors and shades than would actually appear on a real mountain and also having each color distinguished from its surroundings rather than blending together as it would naturally occur. The main subject in this piece is the mountain that is prominent because of its large size and the fact that it is the dominant figure with all the other objects, which are trees, existing on it and the background, the sky, being the only thing contrasting with it. The sky is far too plain to be the subject of the painting and each trees is too undistinguished to be the subject; yet the fact that it contrasts with the mountain causes it to play a vital role in this work in that it brings out the green shrubbery and the mountain as a whole. The colors are shades mainly of blues, yellows, and greens. They were applied with blotted strokes and dabs, but they come together in such a way that the scene as a whole gives an invigorating, refreshing, and happy feel all while having a three-dimensional appearance. This is done by the natural setting of the mountain being uninterrupted by people and all the colors together giving a refreshing natural feel; the pure blue sky especially ccontributes to this overall feel. This painting was actually based on something that did exist. Paper Persuasive EssayThe emotions evoked by this painting are negative even though most of the colors are bright. This is because the subject has a lot of dark in it especially at its core. Also the tree is being swayed by the wind when nothing else is. This tree represents strength and sturdiness and the fact that it is being swayed by the wind indicated that it is not serving its function. The weaker, less significant foliage is remaining stagnant and since this is so, it makes the meaning clear absolute strength and power can easily become corrupt. The last artist who had painted one of the most fabulous works of art in all of the Museum of Fine Arts Houston, is Georges Seurat. The title of his painting is Young Woman Powdering Herself. This painting also belongs to the Post-Impressionism era and it fits its characteristics perfectly. First off, it is composed of something that could have really happened. Secondly, the colors are lacking the necessary shades that would allow this painting to actually look real. The subject of the painting is an attractive woman holding a powder puff. She has very large and round breasts which contribute to her attractiveness. She seems very upset as she is applying her makeup. The colors in this work are very light and are pastel colors. There are different shades that do blend together but it is the fact that they are so faded and pastel-like that causes this painting to seek unreal in its appearance. The painting is composed of tiny little dots that come together to make the painting as a whole and allow the painting to look solid from a distance; this is the same effect a television set has. The fact that the woman is so upset while she is putting on her makeup, gives the sense that she does not want to be objectified any longer. Obviously she is getting ready to go somewhere and with somebody and she feels obliged to have to do this. This causes the viewer to feel a strong sense of compassion and sympathy for the subject. The light colors also play a part in this feel in that they are faded just as this womans dignity is. These paintings have their similarities and differences. They are similar in that they all come from the same era and for this reason and because they have the same basic characteristics of this time period. The Bottom of the Ravine is similar to The Rocks in that they both have a mountainous setting; however, both of these works are different from the other two works because they lack people as subjects. Furthermore, besides the similarity that they both contain people, Arearea II is drastically different than Young Woman Powdering Herself since the former has a handful of people in it, dark colors, and a happy theme whereas the latter has only one person in it, light colors, and a sad theme. Whatever a critiques taste in art is, they can surely appreciate any work that makes them feel something. These four paintings are rich with emotional undertones causing the viewer to have a certain attachment to these works. Because of their quality of evoking emotion in the individual experiencing the painting, these four compositions are clearly samples of fine art.

Your Biggest Mistake Essays - United States Presidential Debates

Your Biggest Mistake In response to the question "what has been your biggest mistake?" My biggest mistake is everyone's biggest mistake, that no one can help. We all take on assumptions throughout our lives, and when we finally come to understand this, we spend our lives undoing all of them in order to approach the truth with assumptionless intelligence. Some get far enough for some gigantic insight. Einstein got far enough back to come up with relativity. When I was a baby it took me an extra long time to respond to my name. My father tells me that there was a certain sense of disdain in my refusal to respond, as though I was not willing to call my awareness by a group of noise waves, or even willing to call it separate yet. I want to be back there as intelligent as I am now. I want to consider everything from that one pivotal moment of assumption. Imagine coming into the world with your current raw intellect, without having been taught how to think about anything. Imagine simply feeling your awareness and not having any preconceptions about what it is. Would you necessarily see yourself as an object like the other objects you saw around you? Without being told what your abilities are, what abilities would you develop? Maybe this super amnesia could be effected upon a mind, and this perspective could be gained. Or perhaps the fastest way would be to wake a true AI, some computer that had evolved out of its code to achieve actual awareness as independent of circuitry and current as ours is of neurons and the skull.

hiv affected parents Essays

hiv affected parents Essays hiv affected parents Essay hiv affected parents Essay Lapriah Morrison soc 482 Dr. Donna Cole December 4, 2013 HIV-lnfected Parents and Their Children in the United States HIV has an insightful influence not only on the people it infects, but also on their families. Children who are dependent on their parents are particularly vulnerable. Because of the effects of HIV disease and the social conditions that are often associated with it, parents living with HIV may have limited financial, social, and emotional resources to draw upon in raising their children. Additionally, if parents become incapacitated or die, others need to take over the role of caring for the children. Children and families of people with HIV may depend on public and charitable resources that cover such services as income supplementation, health care, child care, housing, bereavement support, foster care, and adoption. These services are not always available, and the dishonor associated with HIV can complicate access to such services. To address the needs of children and families affected by HIV, they needed to know the extent and importance of the problem. Analysis Nationally representative data have not previously been available to describe this population, although the percentage of HIV infected adults with hildren has been reported for regional and convenience samples. 10-12 studies have estimated the number of children with vertically acquired infection and the percentage of childbearing women who are HIV infected. 4-16 several researchers have used modeling techniques to estimate the number of children in the United States who have lost or will lose their mothers because of HIV. These studies have drawn attention to the fact that HIV affects more than Just those who are infected. To gain a better understanding of parenthood and family responsibilities among HIV nfected adults in the United States, they used data from a national probability sample of men and women who are receiving health care for HIV to dete rmine who had children the ages of the children, and with who the children lived with. Methods The HIV Cost and Services Utilization Study used multistage national probability sampling to select a random sample of adults with known HIV infection who had at least one visit for health care at a facility other than a military, prison, or emergency department facility during a two month population definition period in 1996. They also sampled geographical areas, medical providers, and then patients. In the first stage of sampling, they sampled metropolitan statistical areas with the largest AIDS caseloads, along with an additional 20 metropolitan statistical areas and 24 clusters of rural counties. In the second stage of sampling, they sampled 58 urban and 28 rural known providers from list of all providers known by local informants to sampled 87 urban and 23 rural other providers who had affirmed caring for HIV patients in a screening survey of approximately 4000 physicians randomly selected rom the physician master file maintained by the American Medical Association. In the third stage of sampling, they sampled patients from anonymous lists of all eligible patients who had visited participating providers during the population definition period. Women and members of staff model health maintenance organizations were oversampled. Data collection began in January 1996 and ended 15 months later. Their overall rates were 68% for full interviews and 87% for people with abbreviated interviews or information supplied by others. In total they gained 2864 full interviews. Living Arrangements for Children Fifty-two percent of children lived with the respondent, and 28% lived with their other parent, for a total of 80% living with at least one parent. The remaining children lived with their grandmother (9% of all children), with another relative (5%), with an unrelated foster or adoptive parent (4%), or in another situation. Living situation varied a lot by the sex of the respondent. Sixty-nine percent of children of a female respondent lived with the respondent and 6% lived elsewhere with their father, whereas 32% of children of a male respondent lived with the respondent and 53% ived elsewhere with their mother. There was no significant decrease in the proportion of children who lived with their parent. Infected Adults Living With Their Children HIV- Women were much more likely than men to be living with their children: 76% of women with children (and 45% of all women) and 34% of men with children (and 6% of all men) lived with at least 1 child. Among women and men living with children, 15% and 21%, respectively, had at least 1 child living elsewhere. The possibility that a respondent lived with his or her children varied by household income for women and en and by the respondents level of education. Percentages of Children Younger Than 18 Years in Various Living Arrangements, by Sex of Respondent: HIV Cost and Services utilization study, 1996-1997 Living Arrangement Female Male Respondent parent 69 32 Other parent 6 53 Grandmother 10 8 Another relative 3 Unrelated adoptive/foster parent 2 Other Health of and Available Support for Parents Living With Children Many parents were at a fairly advanced stage of illness that could have been affecting their ability to take care of their child. Twenty-three percent of parents living with children eported that their lowest CD4 count was 50 to 199, and 22% reported less than 50. Sixty percent of parents living with their children had symptomatic HIV, and another 30% had AIDS. Many of the parents may have been too sick to tend to their childrens needs or may have had other conditions that interfered with their ability to take care of their children. For example, 21% of parents living with children had been hospitalized during the previous 6 months, including 10% who had been hospitalized for 7 or more days. 0% of parents who had been hospitalized during the previous 6 onths were also living with a spouse or partner. Eighteen percent of parents living with children had needed home health care in the previous 6 months; 45% had symptoms consistent with a psychiatric disorder; 10% showed evidence of probable past drug dependence; 5% had been heavy alcohol drinkers in the previous 4 weeks; and 10% had needed drug or alcohol treatme nt in the previous 6 months. Although many parents appeared to have resources available to draw upon, some parents lacked social networks that could pick up the slack if they were unable to take care of heir childrens needs, and some had limited financial resources. Twenty percent had no close friends, and 16% saw family members once a month or less. Twenty-five percent had no one to lend them money, and 16% had no one to help with chores. Thirteen percent had gone without needed health care at least once in the previous 6 months, because they needed the money for basic necessities such as food, clothing, and housing, and 8% had gone without basic necessities because they needed the money for health care. Some put off going to the doctor because they were too sick 19%), they were taking care of someone else (16%), or they did not have a way to get there (23%). Twenty percent had had to find a place to live in the previous 6 months. Sixty-seven percent were participating in 1 or more government supplemental income programs and 31% received Supplemental Security Income, 31% received Social Security Disability Insurance, and 39% received Aid to Families with Dependent had private insurance, and 17% had no health insurance. Conclusion In this sample of HIV-infected adults in care, we have shown that many throughout the country have children and some continue to conceive and have hildren after diagnosis. HIV-infected parents generally continue to live with their children even as their disease progresses. If there are any future plans of the epidemic they will need to consider the impact on parents of having responsibility for children and the impact on children of having parents with a chronic, stigmatizing, and potentially fatal condition. Parents may need support in meeting conflicting responsibilities of looking after their own health needs while also taking care of their children. 51 the children, as well having needs related to their parents HIV infection, ncluding financial assistance, emotional support, and supervision when the parent is incapacitated or dies. HIV-infected adults could also benefit from counseling and support when making decisions about having children. Unfortunately, even if transmission rates decrease many parents are already infected, and the disease will continue to have a large impact on families and on how society treats them. Reference Page 1 . Caldwell MB, Mascola L, Smith W, et al. Biologic, foster, and adoptive parents: care givers of children exposed perinatally to human immunodeficiency virus in the United States. Pediatrics. 199Z90:603-607. 2. Carten A], Fennoy I. African American families and HIV/AIDS: caring for surviving children. Child welfare. 3. Cohen FL, Nehring WM. Foster care of HIVpositive children in the United States. Public Health Rep. 4. Forsyth BW, Damour L, Nagler S, Adnopoz J. The psychological effects of parental human immunodeficiency virus infection on uninfected children. Arch Pediatr Adolesc Med. 5. Mark A. Schuster, MD, PhD, David E. Kanouse, PhD, Sally C. Morton, PhD, Samuel A. Bozzette, MD, PhD, Angela Miu, MS, Gwendolyn B. Scott, MD, and Martin F. Shapiro,

Status of women defined in the Arab culture Assignment

Status of women defined in the Arab culture - Assignment Example Many aspects in the Arabian cultures and including religion evidently show that Arabian men and women do not share equal privileges and rights in society. Women in Arabian countries hold lower status than that of their male counterparts. Most Arabs in Arabic countries, and those found in different parts of the world are known to follow the Arabic principles and customs. Although Islam is dominant in Arabic states, some Arabs belong to the Christian faith, while others are Jews. However, these still adhere to some of the Islamic principles. Therefore, the religion of Islam plays the major role in determining the different ways through which Arab men and women interact, including their status in society. Since Islam is a religion that has been present for many years, it is considered part of the culture in Arab countries, and this highly influences different social and cultural aspects of Arabs. The mainstream, secular discourse believes that Islam is oppressive to women. This is reflected in various practices in the Arabian cultures, which require women to act differently from men, in a rather discriminatory manner. For instance, women’s dressing is highly restricted. In most conservative Arab countries, women can only dress in clothes covering their whole bodies, and even veils for the head and face, as some allow women to only show their eyes, and not any other part of their bodies. This is in addition to many other practices, including those involving property ownership, which undermine women in Arab countries (Desiree Web). The status of women in Arab countries is directly related to the religion of Islam. In past times, women in Arab countries were secluded, and were not given the opportunity to take part in the public life. Women were rather confined to their private lives only. After independence however, Islam countries such as Tunisia have considerably changed the status of their women

The Cause and Effect of Learning the English Language Essay

The Cause and Effect of Learning the English Language - Essay Example It is evidently clear from the discussion that not so many people can speak the English language well in the companies in Saudi Arabia and such, employees who could speak the language well are often paid high salaries. In addition, English speaking employees also get promoted easily compared to the non-English speaker because companies prefer those who can interact with more people. This is becoming more important today because employees now have to work with other people from other countries and culture with the globalization of our economies. Such, learning English is becoming more and more important to be effective in one’s job in the future. This explains why many of us flocks in English speaking universities in order to improve our English. We would like to get paid well and get easily promoted in the companies that we will work in the future when we go back to our respective countries after graduation. It is hard but it is worth it.  

Coffee and Starbucks Essay Example for Free

Coffee and Starbucks Essay Starbucks has been the most successful coffee chain using their aggressive expansion strategies to surpass its competitors. Through its expansion, Starbucks has focused on creating a dense network of stores all around US, while also opening up new locations all around the world. However, Starbucks’ aggressive expansion strategies have posed major threats to its financial health such as tight cashflows, increase debts, poor liquidity ratios and etc. In addition, this approach can exacerbate competition among close Starbucks stores. Due to the aggressive expansion, Starbucks has lost its internal focus in its core business coffee and its unique â€Å"Starbucks Experience – third place†. The issues are how Starbucks can stay profitable in the future and at the same time sustain its dominant position in the gourmet coffee industry. We have examined the industry analysis that focuses on the industry trends, the firm competitive environment and followed by a SWOT analysis on Starbucks. Finally, we look at the company strategy analysis that focuses on the Starbucks’ strategic intent and its strategic position. From these analyses, we recommend a few options where Starbucks should pursue moving forward in order to avoid further decline and sustain its dominant position. .:Company Background History:. Starbucks Coffee, Tea and Spice was established in 1971 by Jerry Baldwin, Zey Siegel and Gordon Bowker in Seattle to sell roasted coffee beans and coffee machines. (See Exhibit 1 for timeline) At that time, the founders’ philosophy was to provide high quality coffee and educate the public the art of appreciating fine coffee. It was the founders’ passion and strong commitment on educating the public that attracted Howard Schultz to join Starbucks in 1982 as the head of the marketing department, overseeing the company’s retail stores. On one of his business trips to Milan, Italy, Schultz stumbled upon an opportunity to revamp Starbucks and shift its focus from its original business activities. Schultz’s new business proposition for Starbucks was to serve freshly brewed coffee at their outlets which he sold to the founders without success. After many unsuccessful attempts, he left the Company. In 1987, Schultz acquired Starbucks from the founders and changed its name to the more abbreviated ‘Starbucks’ and modified her logo to what we see today. After the acquisition, he introduced the idea of ‘The Starbucks experience’ to all Starbucks’ outlets; that is to create a comfortable atmosphere for patrons to relax. From then on, every Starbucks outlet was the perfect duplicate of this concept. In 1992, Starbucks had launched an IPO and its common stock was being traded on the Nasdaq. In 1995, Starbucks venture overseas and formed a joint venture with SAZABY Inc to open Starbucks stores in Japan. In 1996, Starbucks first oversea outlet was opened in Tokyo. Today, Starbucks has a total of 7,087 Company operated stores and 4,081 License stores in US. Additionally, it has 1,796 Company operated stores and 2,792 Joint Venture and License store operating in other 43 countries. .:Definition of the Industry, Competitors and Scope of Analysis: Generally, Starbucks is in the Food and Beverages industry. However for the purpose of this paper, we would define Starbucks to be in the gourmet coffee industry with the following competitors : †¢Coffee Bean and Tea Leaf; †¢Costa Coffee; †¢Caribou Coffee. (See Exhibit 2 for a brief write up on reasons for the choice of these competitors and some background information of them) For the purpose of this paper, our analysis will be focusing on Starbucks in US and Australia. The next section provides an overview of the gourmet coffee industry and the competitive environment in US and Australia. .:Overview of the Industry:. .:Political Forces:. Generally both the US and the Australia political situation appeared to be well established and stable. This will provide a good platform for both current businesses and new businesses to operate in. In US, despite the current verge of recession, the political mood is still likely to favour increased regulation of businesses. In addition, even though international tensions are likely to remain but their impact on political stability and economy will remain minimal. Similarly in Australia, the political climate is likely to remain relatively stable. Although the relationship between the federal government and the states had been rocky in the past; it has improved after the introduction of a more stable formula for revenue distribution..:Economical Forces:. US: Real economic growth is expected to slow from an estimated 4% in 2008 to 3. 8% in 2009. The modest slowdown reflects the impact of lower demand from its trading partner. As these exists imbalances in the economy and the poor short-term outlook for growth, it is assumed that conditions in the US are now recessionary and that growth will remain very weak in 2009. This will in turn affect the GDP and the disposable income of its residents. Australia: Traditionally, rapid growth in Australia has been slowdown recently due to recession. Improved monetary and fiscal management have reduced macroeconomic volatility, but risks and imbalances are present. The low domestic savings rate renders the banking system dependant on foreign financing. The current account deficit is large, and international financial markets may start to worry about the underlying causes. Bubble conditions also seem to exist in the housing market. .:Socio-cultural Forces: Consumers’ Perceptions and Disposable Income:. US: There had been an increase in coffee consumption in the US market though the rate had slowed down in 2005 posing threats to coffee retailers. Recently, US consumers had increasingly opt for healthier hot drinks such as tea and RTD beverages which affect coffee consumption rate. The trend is likely to continue, leading to decline in coffee consumption. Australia: Coffee sales had experienced quite lukewarm growth from 2000 to 2005. The culture of cafe had caused more people to opt for on-trade sales coffee at the cafe instead of home-brewed coffee. According to BIS Shrapnel, people increasingly tend to go to cafes for their coffee and there is an increase of 50% within 2 years in coffee consumption. .:Technological Forces: Technological Developments:. Technological changes have created many new products and processes. It helps to reduce costs, improve quality and lead to innovations which in turn benefits consumers as well as organizations. Many organizations in the gourmet coffee industry had recognized the importance of providing wireless internet access and Wi-Fi hotspots to its patrons. These technology advances had created a leisure place for patrons to surf net or hang out after home and work. Most of the organizations had also introduced automated coffee machines to speed up the brewing process so as to shorten waiting time. To further improve business operations and efficiency, some organizations have also make use of information technology systems to help them run their businesses more smoothly. .:Environmental Forces:. With major climate changes occurring due to global warming, many organizations in the gourmet coffee industry had increased their environment awareness by reduced the usage of disposable cups to serve coffee and increased the use of ceramic mugs. Furthermore, the organizations had also reduced the size of their paper napkins, paper bags and in store garbage bags. The organizations were also encouraged to purchase Fairtrade certified coffees so as to promote responsible environmental and economic efforts. The following section presents our analysis of gourmet coffee industry with the aid of Michael Porters 5 Forces model. .: Analysis of Gourmet Coffee Industry- Porter 5 Forces:. Please refer to exhibit 3 for the criteria used for the scoring of each forces and an analysis of each forces. Force #1: Threat of New Entry:. †¢Threat of new entry is high. †¢High start up cost involved in purchasing equipments, sourcing for coffee beans and training barista. †¢Strong brand identity leading to high switching cost for consumers Score: 10 Force #2: Threat of Substitutes:. †¢Substitutes are gourmet coffee of a different brand †¢Current gourmet coffee industries is saturated †¢High switching cost †¢Threat of substitutes considered to be relatively high Score: 6 Force #3: Bargaining Power of Suppliers:. †¢Majority of commercially available coffee beans come from a few industrializes countries. †¢Increase the cost of coffee houses in sourcing and gaining access to these high quality coffee beans. †¢Bargaining power of suppliers is relatively high Score: 5 Force #4: Bargaining Power of Consumers†¢Bargaining power of customers is relatively neutral. †¢Current player gained brand loyalty †¢Product differentiation helps to retain current customer and attract new customers. †¢However price sensitive customers might seek for cheaper alternative. Score: 0 Force #5: Rivalry between Competitors:. †¢Intensity of rivalry is moderate. †¢Brand identity and high switching cost is relatively unfavorable to new player that has just entered the market. Score: 3. Conclusion:From the above analysis, we noted that the threat of new entry, the bargaining power of the supplier and threat of substitutes are relatively high. On the other hand the bargaining power of the consumers is neutral and the intensity of rivalry is moderate. Hence from the above analysis we concluded that even though there is high intensity of rivalry in this industry it is still considered to be attractive. This is because, according to report from Mintel, there is still potential for growth in the coffee industry as the number of coffee houses in US itself had increased by 70% from 200 to 2005. .:Key Success Factors:. The key success factors in the gourmet coffee industry includes: -ensure product quality by applying the highest standards of excellence to the purchasing, roasting and fresh delivery of coffee; -provide a cozy atmosphere where people relax and chill out; -recruit passionate people who love coffee and equipped them with skills to provide upscale customer service; -reduce customer waiting time by implementing many innovations to speed up the process; -accelerate innovation in producing products of a much superior quality than that of its competitors; and -locate stores at high traffic, high visible locations.