MARKET ANALYSIS OF FRESH & HONEST’S BUSINESS MODEL COFFEE MAKER RENTALS AND COFFEE BEAN SALES

This study oversees the business model of Fresh & Honest, a premium coffee solution provider specializing
in coffee machine rentals and coffee bean sales to high-end clients such as 5-star and 7-star hotels, luxury resorts, and
corporate offices. The study focuses on understanding how bundling coffee machines with coffee bean supply impacts
customer loyalty and retention compared to offering them separately. While existing research in the coffee industry
discusses customer loyalty, there is limited insight into the effectiveness of bundling products in a B2B context. This
research fills that gap by analyzing how such bundling strategies influence purchasing decisions and long-term
partnerships.
The project uses a census-based primary data collection method, targeting existing customers of Fresh & Honest. Data
was collected using structured questionnaires comprising multiple-choice, Likert scale, ranking, and open-ended
questions. These questions were specifically designed to assess customer satisfaction, machine usage frequency,
perceived value, and likelihood of contract renewal when coffee beans and machines are offered as a bundle.
The research design is descriptive in nature, aiming to observe and analyze current client behavior and attitudes. Data
analysis tools such as ANOVA, correlation, and regression were used to examine relationships between product bundling
and customer retention metrics.
A key case study addresses the issue of underutilized coffee machines at client locations. After identifying challenges
like poor machine placement, lack of staff training, and minimal promotional support, a comprehensive implementation
plan was developed. The strategic repositioning of machines, combined with targeted engagement initiatives, led to a
significant increase in usage and client satisfaction.
This study offers actionable insights for B2B product bundling strategies, underlining the importance of integrated service
models to drive loyalty and improve business outcomes.