Kitchen Marketing Mix

Mix is a culinary learning business that provides individuals with the opportunity to learn how to cook, to socialize with other individuals who are interested in learning how to cook. Their business model is based on revenue from the classes they provide, and from a retail space where the tools used in class are available to purchase. The classes are run by professional chefs in the Boston area and are offered four times a week. As the company progresses they are hoping to offer more classes and take in more students. The following feasibility report will evaluate Mix Inc. on its potential to be a contender in the food education and kitchen appliance industry.

The owners, and investors, of Mix, recognized a need to educate young adults in

This target market fits well with what the companies are trying to accomplish and the market survey that was conducted. The area of operation for Mix, which would be the South End of Boston, the primary customer base does exist. The correct age, income, and relationship status make up a large percentage of the demographic (Wikipedia). The increase in this customer base does support continued growth. With an increase in available technology, there is no reason why people cannot learn to cook from instructional videos online. The social aspect of Mix, however, will keep a customer coming back. Another concern about this specific customer base is that it seems contingent on couples who are either married or in a relationship. This leaves out most single individuals who maybe cannot convince a friend to come with them to a class at Mix. There is also a heavy lean towards women, whereas there are many men who enjoy cooking for themselves. Mix has also taken into consideration secondary, and tertiary target markets. Their secondary market is males who have significant other, which still exclude single men. Mix’s third target market is private events for companies, birthday parties, and special events. This tertiary market is good because it is completely independent of the other target markets. Both the primary and secondary, target markets are interrelated, for the secondary market to be successful it should be diverse from the primary market. The lack of diversification between the primary, and secondary, markets could lead to potential issues because the primary market does not seem to have consistent growth. The growing market for cooking classes seems to be much broader than the outlined target