2 interne Case text Growers cup FINAL

2774 words 12 pages
AP degree in Marketing Management

2nd internal exam - Written and oral exam
Interdisciplinary case examination
19. January 2015 at 10.00 – 21. January 2015 at 10.00
You are not allowed to contact the case company!

This paper consists of three questions, which are all included in the total assessment of the exam paper by the following indicative weighting:

Question 1: 20%
Question 2: 60%
Question 3: 20% In total: 100%

The paper consists of 13 pages + front-page and enclosures A, B, C, D
48 hour – re -exam.


1. Instructions 3
1.1 The written part 3
1.2 The oral part 3
1.3 The Grower’s Cup Case material 4
2. The Scenario 5
2.1 History and company profile 5
2.2 Products 6
2.3 Promotion 7
2.4 Hot Drinks in
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2.2 Products
Today, Growers cup offers a wide variety of coffees and teas all with the characteristic brewing packaging design which is a great lightweight option into the back country coffee market. The product range covers specialty coffees, Fair trade & organic coffees all from around the world. Kenya, Mexico, Honduras, Bolivia and many more. Moreover they have introduced black, green and red teas in their product portfolio too.
This brief focuses on Growers cup’s selection of coffees.
The products are specially designed, PE-coated paper bag that contains 25g of fine ground coffee, as well as a specially positioned filter. You’re supposed to open the bag from the top, pour in 0.5L of boiling water, let stand for 5-8 minutes and pour your fresh coffee out through the side opening.
The filter will keep all the grounds inside; it’s almost like a portable french press. Only “almost” because once you’ve poured half the bag, the remaining coffee will not even touch the grounds inside, preventing the coffee from going bitter over time as it does with a french press. This is a great idea anytime, but especially when camping or in other situations where carrying even the most basic coffee making apparatuses would be inconvenient.
To brew yourself a cup of coffee all you have to do is:
1. boil your water
2. open the packet
3. pull