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Dorato Company Strategic Marketing Analysis

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Table of Contents

  • Abstract
  • Introduction
  • Firm Analysis
    • Company overview
    • Management philosophy
    • Global ranking and analysis
  • Industrial analysis (Domestic and Global)
    • Domestic Analysis
  • Global Analysis
  • Industry Growth, trends, characteristics
  • Trends and characteristics
  • Competitive Analysis
  • The 5 Forces of Competitiveness (Porter p40)
  • SWOT Analysis
  • References


Dorato is a newly formed company whose mandate is to sell coffee products locally and internationally. This paper work outlines major planning activities that are to be carried out in its jurisdiction. This work provides the answer to why, how and when these plans will be implemented in the long run. Dorato was established after market research revealed that there are some regions both locally and internationally that still need some coffee products that are either poorly offered or are not being offered at all. The need for this paper stems from the fact that strategizing is often thought to be the best way for young companies to go through their everyday operations. 


Coffee is consumed by about 83 percent of adults in the United States of America. According to this statistic, the United States continues to be the world’s largest coffee customer. According to a New York-based organization, 63 percent of adults drink coffee every day, equivalent to 65 percent on an annual basis.

According to a New York-based research firm, daily consumption of gourmet coffee remains large, with around 31% of total consumers, whereas consumption of other products has decreased dramatically. Arabica coffee prices have fallen by 5.8% in New York lately, although Robusta coffee prices have risen by nearly 12% in London (FAO p64). Arabica is mostly found in Latin America, where it is produced by multinational corporations such as Starbucks and McDonald’s. Robusta beans, which are mostly used in instant coffee, are commonly grown in Asia and Africa. According to the International Coffee Organization, headquartered in London, Brazil is the second largest customer after the United States, followed by Germany. These are some of the facts and figures that enticed Dorato partners to start the company in the first place. In these difficult financial times, it is essential for the corporation to strategize in order to stop flopping if their activities fail.

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