Marketing objectives

Fernhill Coffee Roasters is a private limited company that sells coffee beans to independent cafés and, since 2022, direct to consumers through a subscription service. The UK coffee market is growing, but competition from supermarket own-brands has increased. Extract A: Fernhill sales data

	2023	2024	2025
Café (wholesale) revenue (£000)	2,400	2,350	2,280
Subscription revenue (£000)	310	620	1,040
Number of subscribers	4,100	8,000	13,200
UK specialty coffee market (£m)	410	445	480

Extract B: Pricing decision Fernhill's marketing director wants to raise the monthly subscription price from £8.00 to £9.00. A small trial in one region suggested that the number of subscribers would fall by about 5%. The finance director worries that 'one bad review on social media could cost us thousands of subscribers', and argues that Fernhill should instead spend more on promotion to win market share.