1 Local coffee shop The Morning Bean was desperate, looking for any way to save its business and compete with local coffee rival ‘Starbucks’. The owner decided to reach out and ask for advice from a local marketing team that can make his outdated and suffering coffee shop into a thriving local business in the community. With the help of the four P’s as a team we’ve come up with several suggestions for the owner to think about that will without a doubt save his business. Before any other aspect is determined, place should be examined first. It is recommended that the shop is moved to a location next to a university, such as University of Bridgeport, and focus on the other factors from there to establish a brand. Having the location be next …show more content…
How do the customers see your organization? First impressions are vital – people make snap judgements about everything they see. The customer, upon seeing it is a coffee shop, already expects the coffee to be good, but it must be emphasized that this coffee shop is of a higher caliber. With a location next to a university, a complementing marketing strategy must be used. Providing samples, handing out and putting up fliers, and having employees promote the brand at school events can help raise awareness; one strategy would be to go to school orientation and handing out free samples of coffee along with goodie bags with contents like business cards, stickers of the logo, punch cards for free drinks, packaged samples of food for sale, and fragrance strips that smell of coffee can illicit interest easily. Fragrance strips specifically both cause a coffee craving without immediate relief and appeal to two very modern, American traits: the desire to smell and taste (Source 3). They are typically used for perfume but using them for coffee can give someone a craving even if they’re in class as long as they have that fragrance …show more content…
When facing a competitor like Starbucks, quality is a great way to stand out and draw a crowd; who would not prefer a better, cheaper cup of coffee? Starbucks coffee, while good and possibly distinct by necessity, is not the best you can get. Your coffee shop does not have to get top of the line coffee, but noticeably higher quality coffee goes a long way. (Source 1, 8) Important too are the other ingredients that go into the coffee – milk, cream, sugar, milk, syrups, and anything else that might be added to a cup must be high quality as
Panaderia Cuscatleca has their product in a Mexican newspaper and they keep it in their store, which won’t really promote their store if it’s always inside their store. They have business card that is plane with just blue letters say their bakery name and the contact number and store address, which it really plane. Beside those advertising they do go to charities events and festival to promote their bakery, but the problem is that the festival is located far from their store. Which is no really affected because why go to Panaderia Cuscatleca 8 or 12 miles away when they can go to the closes one near them. Panaderia Cuscatleca need to stand out of every other bakery by making their own logos stickers because who doesn’t love stickers and pass it around one by one, they should reward their customer by creating an award card for pass purchases and give out free sample because people are afraid to buy something they never eaten before, getting to know your customers and letting your customers knows about the bakery is how you attract
Current business position – The cafe operates next to a shopping mall in Epping and serves the purpose of offering beverages and snacks for shoppers visiting the mall in a soothing environment. There are no other cafes in the surrounding
Starbucks and Tim Hortons Nowadays, the number of coffee drinkers are increasing. As the demand for coffee grows, the number of coffee chains is also increasing. Of that, the representative coffee chains in North America are Starbucks and Tim Hortons. Starbucks has the highest brand awareness amongst the world coffee chains. It started in Seattle, the United State in 1971.
Political • Growing demand and supply shortage has increased world coffee prices. • Favorable advantage to accessing raw material through supplier relationships. • Fair-trade practices include its Coffee and Farmers Equity (C.A.F.E.) program among other fair trade policies and agreements. • Starbucks adheres to local, national and international government laws and policies and tightly control labour practices, avoiding scrutiny and negative imagery from being a large corporation. Economic • High industry sensitivity to the macroeconomic factors affecting disposable income, a main industry driver.
Caffeine is a chemical found naturally in few plants all over the world. From these plants it is processed into its pure form and then put into other things such as soda, energy drinks, tea, and pills. Energy drinks and soda are some of the most widely marketed products in the world, even though they contain the highest concentration of caffeine outside of pure caffeine supplements. It is a stimulant that affects everyone in strange but semi predictable ways. Research has been done on this topic since the 1920’s and many different conclusions have been reached.
Moccona coffee makes use of that advantage, their coffee is cheaper than those that are available in the coffee shop and yet a very statisfying taste can be experience. Not to mention having a buy one take one strategy in their price and some penny off in other products. Promotion The core of marketing is its product and the goal of marketing is targeted if the right and appropriate promotion had done. Recently Moccona coffee make used of their TV advertisement , Awaken is their latest TV campaign shot in Rome.
Starbucks sells high quality food and brands for affordable prices. Recently, the company launched a wine collection in addition to the coffee. Now, customers can enjoy a coffee in the morning and a wine after work. This strategy will bring more revenue to the company and will put the Starbucks on the map with other great small shops. The brand has also positioned itself best coffee brand in the market by providing attractive store design, unique environment, elegant taste and high quality coffee beans (Kotler & Keller, 2009).
In fact, just the smell of coffee in itself can relieve stress especially if it is the kind caused by lack of sleep. This is according to studies done at the Seoul National University in which the brains of sleep-deprived rats were exposed to the aromas of coffee. Yet another study by the National Institute of Health determined that drinking at least 4 cups of coffee everyday reduced the chances of getting depressed by up to 10%. This is because of the antioxidants found in coffee. However, that is not all; another research by the Harvard School of Public Health determined that coffee was instrumental in the production of chemicals such as serotonin and noradrenaline, which in turn helps fight depression subsequently reducing the chances of suicide by a whopping
Summarize the overall strategy of Starbucks Management in its effort to create and develop a new concept and a rapidly expanding company. The overall goal of Starbucks Management was to create an American version of the Italian coffee bars that Howard Schultz had experienced first-hand in Milan. He believed that Starbucks should function as an important part of the community, as a meeting place for its customers. He wanted Starbucks to become an experience that would differentiate itself from its competitors.
In order to formulate an effective ad, the target audience must always be defined and understood. Starbucks Coffee’s target audience is families with young children. There are several factors involved in determining the target audience, and that is demographic, geographic, psychographic, and consumer insights. Firstly, there are several demographic variables that are taken into account.
Starbucks was founded in 1971. They have 18.850 stores in more than 40 countries which makes them the first coffee specialty retailer in the world. They operate most of their stores having only 50 franchises (as of 2017) as to keep strict control over quality. The success of Starbucks is based on their unique value proposition. They offer customer the finest coffee produced by themselves, with strong commitment on creating a global social impact, served in stores that promote a welcoming and warmth sphere where everyone can feel “like home”.
We enjoy market leadership and are fast expanding. We have the largest franchise network of outlets within the country, having presence in all major urban centres, and are prepared to explore market potential in Gulf, UK, USA and Europe soon It’s a long history of 40 years of hard work, perseverance and passion. The idea of establishing Cafe Students was conceived and materialized by Haji Mohammad Ali (Late) in 1969 with very humble beginnings. It all started from home cooked Biryani and a few other dishes served from a small eatery located in the middle of the city, Saddar, Karachi.
It is the long-term self-interest of Starbucks. Conclusion In conclusion, Starbucks only concern and goal is to generate profit. Thus, to achieve their goal, Starbucks is selfishly putting the small coffee retailers out of business to gain more profit and disregarding the effect that it could cause to the various stakeholders.
They are focused on their suppliers such as coffee beans farmers and customers. Starbucks through the fair transition to keeping coffee beans market position and provide high-quality coffee as well as a comfortable place to customers enjoy Starbucks’ coffee and food. Also, Starbucks has involved a lot of community activities, so they are created a long-term relationship with the community. Moreover, Starbucks also focus on environment development. Such as cycling activities and water Conservation.
Winter was just around the corner. It was my first time in the biggest coffee shop in town. I could see the cheerful and brilliant lighting of the shop as I walked across the vast parking lot. There were tables outside the shop each with a brown vintage style umbrella. This particular coffee shop is not a cafe, it’s a coffee shop literally.