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E-Commerce
The Coffee Company is an Australian-based coffee retailer and wholesaler that offer fresh hand roasted coffee, Carlisle teas, confections and related products for brewing and storing coffee and tea (The Coffee Store). The company's owners developed the website for the company because it was inexpensive and the owners felt there was nothing to lose by making the investment (State, 2004). Without knowing it upfront, the coffee company was meeting the underserved needs of Australian consumers for fine coffee and related products throughout the country.
The target customers of the coffee company are people who are unable to visit the store, because they live too far away for instance, and customers that use the website to research the company online and then come into the store (State, 2004). The company has decided to pursue more online customers by adding more content about coffee and tea to its website and using search engine optimization techniques to increase the traffic to the website...
Coffee is also roasted daily, and not warehoused and the company's niche is offering the freshest coffee with the best flavor (The Coffee Store). The Coffee Store caters to the discerning coffee drinker by offering freshly roasted coffee and varieties of tea for both retail and wholesale customers (The Coffee Store).
As of 2004 the Coffee Company employed seven workers in its store, but did not have the online capacity to dedicate an employee to fulfilling online orders full time (State, 2004). The current website offers shipping throughout Australia for coffee, tea and related products with international shipping available (The Coffee Store). The company has 50 different coffees and 100 varieties of tea and the company has been in business since 1969…
References
The Coffee Company. (http://www.coffeecompany.com.au/)
State of Victoria (2004). The Coffee Company. Retrieved from: www.mmv.vic.gov.au/casestudies
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