Prince Edward Island-based coffee roaster and caf, had found success since opening in 2012. Co-owner Colleen Mackay and her partners were trying to grow the wholesale side of the business, selling high-end coffee to cafs, restaurants, and other businesses outside of their usual trading area, with a focus on Ontario and Quebec customers. Sales growth of wholesale coffee had been limited, despite the overall success of the brand in its home region. Receiver had a clear identity as a high-quality local coffee roaster, a well-defined set of marketing tactics including price and promotion, and ambitious growth goals. Now in 2018, the question for Mackay was how to go about finding a market that could take Receiver to the next level.

1.  Assess the performance of Receiver leading up to 2018:

a. Perform a SWOT analysis of the company.

b. Explain the nature of the growth experienced by the company to date.

C. Conduct a competitive analysis of the industry in which Receiver competes (direct & indirect competition).

d. Describe the customer segment(s) served by Receiver (think of the various segmentation criteria that the company may have used to choose its target market).

3. Using Ansoff's Matrix, evaluate the type of growth Receiver is seeking and determine the actions that are appropriate for that type of growth. Base your argument on the 4 strategic growth options that any company can consider: market penetration, market development, new product development and diversification Market penetration Product development Existing Markets New Market development Diversification 

3. What are the elements of Receiver's marketing strategy (i.e., its positioning and target market) in 2018? 

4.  With the goal of growth in the wholesale market in mind, create a set of marketing tactics (i.e., product, promotion, distribution, and price) that build on current operations but would better position Receiver for the future.