Ch. 4 - The Marketing Environment

Italian multinational brand Lavazza coffee operates in over 50 countries and a brand message is translated in 40 languages. This factor relies on integrated communication that puts people at the center. The target audience for Lavazza coffee ranges from young to old, from rich to middle class.

Ch. 11 - Developing and Managing Products

ISSpresso - is the coffee machine that brings espresso to space, redefining the boundary between science fiction and reality. This allows astronauts to drink the espresso in orbit.

Lavazza compostable - a capsule capable of turning into a no waste because everything becomes compost, a natural fertilizer for the soil.

Ch.3 - Ethics and Social Responsibility

The Lavazza Foundation focuses on enhancing the skills of farmers and their organizational structures. Project interventions relate to the whole value chain: marketing production, food safety, diversification of production, adaptation to climate change, and issues related to the enhancement of the role of women and young people.

Ch. 2 - Strategic Planning for Competitive Advantage

SWOT Analysis Lavazza

S - Services in over eighty countries; Good Reputation among customers; Excellent quality coffee;
W- More expensive than most coffee brands;
O - New technologies; Lower personal taxes; Expand in new countries; Can diversify in the tea beverage segment;
T- Threat from existing coffee chains and fast food outlets.

Ch. 1 - Overview of Marketing

''The history of Lavazza is that of a business which, for over 120 years, has pursued a company vision based on passion for work, for the product and the land in which it operates. These values have been ingrained in Lavazza’s DNA since its foundation, and upheld by generations of entrepreneurs ''