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The action plan Increase advertising funds: More in local newspapers than in national editions Insist on the high quality of its products. Insist on the fair trade policy of the firm: create a sort of a mutual agreement between coffee makers and coffee sellers. Action Plan Diversify its offerings: Partnerships with local bakeries. New kind of coffee beans coming from other regions of the world. Giving more freedom to stores so they can create a unique atmosphere. Action Plan Increase the number of stores in other parts of the world. Use more licensing and franchizing. Take into a