United Coffee UK & Ireland announces new ‘Go To Market’ strategy
In a move that’s set to cement its leadership position in the market, United Coffee UK & Ireland has today announced a new ‘Go To Market’ strategy to add value and to respond to the changing demands and needs of its customers.
Developed in response to the growth in the company’s retail and out of home business, and the continuous developments within the industry, United Coffee UK & Ireland has strengthened the sales and marketing function by creating more customer-facing roles and recruiting outside the organisation to bring new expertise into the team.
With more people and a new way of working, this strategy will see the sales function strengthen nationally and then regionally split into six regions: Ireland, Scotland, North, Central, South East and South West.
Marcus Swift, sales director at United Coffee UK & Ireland, said: “The outlook for next year is very good, with the strongest growth coming from the regions. Big brands will still dominate but we’ll continue to see growth with the independent sector. This new structure means we have the people and skills on board to lead and grow the market.”
United Coffee UK & Ireland has experienced significant growth in recent years to become the UK’s leading total coffee solutions provider, as well as working with multi-country operators. Through this leadership position, the company is increasingly working with customers delivering the whole package, from branding to marketing and focusing on how to create value in an ever-competitive market.
Marcus continued: “We’re changing the way we do business to reflect the market and have put a lot into making this strategy work for our customers, the company and to make sure we’re fit for the future.
“We have always maintained our personal approach and formed long-term partnerships with the people we work with, which sets us apart from our competitors. Throughout this process we have talked to our customers and listened to what they want. As a result, this new structure will help us maintain our leadership position as well as delivering our customers’ needs.”
The new regional structure will support and grow the independent market and regional branded outlets through dedicated customer care and specialist coffee teams across the country. The national account structure will continue to work strategically with the large branded customers.
Marcus continues: “These are exciting times for our business. These changes will ensure that we keep pace with the ever-changing demands of our customers and will put us in a great position to lead from the front into the future. In simple terms, we’re changing the way we do business to help our customers react to the constantly changing landscape they face.”
The new structure will become effective from 1 January 2012.
As the UK’s largest coffee roaster, United Coffee UK & Ireland roasts over 8,000 tonnes of coffee a year and works with some of the best-known and most successful retailers, foodservice providers and independent outlets.
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