Authentic Cup is a manufacturer, retailer, and marketer of beverages based in Ta
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Authentic Cup is a manufacturer, retailer, and marketer of beverages based in Tampa, Florida. Named after their founder, Dalinar Authentic, the company is one of the fastest growing beverage companies in the United States. Their mission is to “Provide authentically sourced fine beverages at reasonable prices.” Authentic Cup specializes in Coffee; however, they have recently added alcoholic beverages to their product lineup. The company is known for their dedication to high quality, ethically sourced beverages at affordable prices. You have been recently hired by Authentic Cup as a consultant to evaluate their digital marketing strategy. During your initial meeting January 17th, you wrote down 5 major observations that you wanted to investigate deeper. For each observation, please indicate which direction you will take and why, paying close attention to items you learned while listening in your Digital Marketing class. Your notes are listed below, followed by italicized questions to be answered (by you). You will not receive credit if you do not explain why.
1. Authentic Cup is trying to decide which product to showcase on their homepage in order to increase online sales: their classic product, Sidamo Ethiopia coffee, or their new product from Columbia Valley, WA, Charles Smith 2006 Royal City Syrah [red wine]. Jasnah, their Chief Executive Officer (CEO) wants to showcase the coffee because she believes they need to stick to their roots in coffee to improve online sales. Kaladin, their Chief Marketing Officer (CMO), believes that showcasing their new product [red wine] will help them to expand their market and that showing their well-known coffee will not improve online sales at all. Who do you agree with, if any? Please explain why or why not?