...BEYOND THE COFFEE CUP A Quantitative Study on Planet Coffee Measuring Customer Satisfaction, Brand Response, and Brand Relationship ADV2103 Market Research and Brand Insights Bashar Sulaiman Hadeel Sakkijha Henrique Esper Jsajm Quino Olabode Bode-George December 8, 2015 Brand Management Program Algonquin College of Applied Arts & Technology Ottawa, Ontario Table of Contents Executive Summary ........................................................................................................................ 3 Background of the Study ................................................................................................................ 4 The Brand Equity Problem & Research Purpose ............................................................................ 5 Research Target (Sampling Plan) ................................................................................................... 7 Research Methodology &Approach ............................................................................................... 7 Secondary Research Summary ....................................................................................................... 8 Primary Research Findings ........................................................................................................... 10 Customer Satisfaction ............................................................................................................... 12 Brand Response & Relationships...
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...Carson: Coffee Shop Dream Throughout my high school years, I have managed to form bonds with people that are inevitable. In which is why on February 2nd, 2018 I had decided to do a personal profile on Joshua Carson. We decided to meet up at Starbucks, a coffee shop chosen for no other reason besides the fact that we both enjoy coffee, and that Starbucks has a friendly and calm atmosphere. Joshua arrived in jeans, a black polo shirt, and a beanie pulled over his forehead. “How have you been, I asked, are you ready to get started?” Joshua nodded. “Would you like to order?” I decided to try something different and went with a Butter-beer Frappuccino from the secret meanwhile he went with...
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...SWOT Analysis Toni Dominguez BUS/210 August 10, 2014 Melanie Wright SWOT Analysis A SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats of a business. Hill (n.d.) " SWOT analysis is a process where the management team identifies the internal and external factors that will affect the company’s future performance" (para. 1). A SWOT analysis is typically used at the beginning stages of the business, after a business plan has been completed, to determine any potential risks or assets. However, an analysis can be completed anytime a change is made internally or externally that can impact the business and is recommended for review of your business every 6 months (Shouldis, 2012).. The Java Culture coffee has completed their business plan for a new coffee shop in a prime location near University of Oregon. They are looking to provide a comfortable and relaxing shop for customers to enjoy coffee with friends while providing excellent customer service. The owners have secured their financing, determined their budget for employees and the day to day needs of the business, lease, and forecasted sales based off the market for the first year. Now the owners will need to complete a SWOT analysis to determine any unseen risks or assets to their business that might be impacting to their success. A SWOT analysis will start with the strengths in the business. In reviewing the business plan for the Java Culture coffee shop they have many...
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...SITUATION ANALYSIS 4 2.1 PESTEL ANALYSIS 6 Political 6 Economic……………………………………………………………………………………………………………………………….6 Technology 7 Environmental/Ecosystem 7 2.2 PORTER’S FIVE FORCES ANALYSIS 8 High threat of new entrant to the market 9 Medium bargaining power of suppliers 9 Medium -high bargaining power of customers 9 Low threat of substitute products and high level of competition. 9 2.3 SWOT ANALYSIS 10 STRENGTHS 10 WEAKNESS 10 OPPORTUNITIES 10 THREATS 10 2.4 SWOT MATRIX 11 2.5 COMPETITION 12 MARKET LEADERS 12 3.0 KEY ISSUES IDENTIFIED 14 3.1 ASSUMPTIONS 15 4.0 OBJECTIVES TO BE PURSUED 15 4.1 The Keys to Success of the business 15 4.2 Mission Statement 16 4.3 Company Summary 16 4.4 Unique Selling point: 16 5.0 MARKET SEGMENTATION ,TARGETING AND POSITIONING. 17 1.0 EXECUTIVE SUMMARY The purpose of this report is to conduct a three years marketing plan for Fortune coffee and cake shop which is a family business. The family is interested in setting up a retail outlet at 200 King Street, Aberdeen because of the closeness to University of Aberdeen, Unite student hostel, Robert Gordon University student hostel and the presence of corporate offices like First Nation bus headquarters, Police Scotland office and others. The major sources of information and data are textbooks, journals, internet and personal interview. The marketing plan is divided into four sections: the situation analysis which comprises of the overview of the coffee industry...
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...ANNA MAZHE ANGBAZO ANAMAZH MARKETING PLAN FOR COFFEE SHOP marketing management course work 1 TABLE OF CONTENT 1 EXECUTIVE SUMMARY 2. SITUATION ANALYSIS 2.1 Current situation 2.2 Location 2.3 Micro environment 2.4 Macro environment 3. SWOT ANALYSID 4. KEY ISSUES IDENTIFIED 5. ASSUMPTION 6. OBJECTIVES TO BE PURSUED 7. TARGET MARKET AND POSITION 8. MARKETING STRATEGY 8.1 The product 8.2 The place 8.3 The price 8.4 Promotion 9. BUDGET 10. IMPLEMENTATION. MARKETING PLAN FOR ANAMAZH COFFEE SHOP 1. EXECUTIVE SUMMARY This summary contain the marketing plan for Anamazh coffee shop in Aberdeen. It examines the market situation of coffee business in Aberdeen and the United Kingdom. The document analyze the size and trend of the business, explaining the macro and micro environment using PESTLE and 3Cs model to study factors that can impact on the intended business. Base on the situation analysis, the sustainability of coffee business in Aberdeen and the United Kingdom is achievable, UK is known as a nation with coffee drinkers. Furthermore, the brand competitors were critically examine. There are many coffee shops business in the United Kingdom and Aberdeen. In UK the three top leading coffee brands are Costa, Starbucks and Café Nero, likewise in Aberdeen. They have the larger market, therefore, Anamaze brand must take its competitive advantage to penetrate the market. The document also explain the key issues of the intended business and also make assumption...
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...serve as a starting point for a potential coffee shop at Kelana Jaya, Petaling Jaya. While the plan provides an extensive look into the feasibility studies of such an endeavour, we recognize that further research may be required before undertaking this business. We have provided all the financials including the balance sheet, income statement and cash flow statements. However, our research shows that the starting and sustaining of a coffee shop in the KJ area is viable, given the incredible demand for a community-oriented coffee destination. Asbek Coffee House is committed to providing quality coffee and related products in a relaxing community-based atmosphere. The shop will serve assorted drinks and baked goods in an environment conducive to business meetings and casual rendezvous alike. By serving a narrow product line, Asbek Coffee House will minimize the start-up and operating costs required and increase the likelihood of survival and sustainability. With a community focus, Asbek Coffee House will attract and retain consumers from the KJ who seek a gathering place in addition to quality coffee. 1.2 COMPANY SUMMARY Asbek Coffee House is a coffee shop that provides the KJ area coffee and food, a tranquil environment, and a step toward new development in the community. With the area in desperate need of new development, Asbek Coffee House was created with the intent to create a place for the KJ community to gather and enjoy coffee. In order to start the business, seeking...
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...Assignment 1: Strategy Analysis- Starbucks Introduction One of the most competitive industries in the world is the food and beverages companies. Being one of the shopping and tourist capitals in the world, Hong Kong has many competing companies in these industries. The coffee market in Hong Kong has been markedly flourishing in the past decades leading to the sprout of the number of coffee shops in the country. the sprout of the number of coffee shops in the city. The coffee drinking culture in the said country has been one of the most eclectic from ‘gourmet’ to the local blends served in coffee houses. In Hong Kong, there exist different competing coffee shops and this includes Starbucks Coffee shops. It can be said that this type of industries can be considered to have a strong competition in the market. Primarily, of this paper is to analyse the strategies used by Starbucks through SWOT Analysis and Porter’s Five Forces Model. From this analysis, optimistic and pessimistic scenario for the next ten years will be considered. Company Overview Starbucks Coffee is known as one of the fastest growing brands in the international level, the company made its debut in May 2000 as it opened its first store in Hong Kong at launched at Central's Exchange Square. The second store was opened at Hysan Avenue in Causeway Bay (Ho, 2002). At the end of 2000, Starbucks had already nine coffee houses in Hong Kong and continue to grow in the...
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...Marketing Environment and Target Market Following the American Psychological Association’s Guidelines Mariana Freitas Ivy Tech Community College Logansport Campus Marketing Project - Coffee Shop and Internet Cafe Marketing Environment Analysis Competitive Forces Fran’s Coffee Shop is located in Logansport. The business operates in a monopolistic competition; it has a considerable amount of competitors and it focuses on distinguishing its product and service from the other coffee shops in town. Fran’s Coffee Shop’s main competitor is Boardwalk Cafe, which was founded in 1992 by Joe and Bryon Stephens and their parents. Some others owned the business throughout the years until it closed in 2013. Boardwalk Cafe reopened in May of 2014 under new ownership of Patricia Rozzi. Even though the building was completely renewed, the recipes remained the same. The menu is composed of a list of grinders, salads, pizza, and nachos that were instituted by the Stephens family in 1990s (Einselen). Although both businesses have some characteristics in common, there are distinctive differences between the two. Boardwalk Cafe does not offer free Wi-Fi or delivery service to the customers. Boardwalk Cafe does not have a Web page or Facebook page. The business advertisement is done on the city’s newspaper and sometimes the radio. Boardwalk Cafe trusts their loyal customers to promote their business through word of mouth. Boardwalk Cafe has been a part of Logansport for over two decades...
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...Costa Coffee Analysis and Strategy – “The Sister Project” Contents 1. Introduction 4 2. External Analysis 4 2.1. Customer Analysis 4 Target Age Groups 4 Key Areas 5 2.2. Competitor Analysis 5 2.2.1. Direct Competitors: Leading coffee shop brands 6 Market Route 6 Independent Coffee Houses 7 2.2.2. Indirect Competitors 7 2.2.3. Key growth areas 8 2.3. Market Analysis 9 The market 9 Awareness of the market 9 Market drivers 9 Market barriers 10 Goods and services 10 Suppliers 10 Customers 10 SWOT analysis 10 Market Trends 11 Market Opportunities 12 2.4. Environmental Analysis 12 2.4.1. PESTEL Analysis 12 3. Internal Analysis 14 3.1 Strategies and Objectives 14 3.2. Brand Analysis 15 3.3. Business Portfolio Analysis – Services 16 3.4. Brand performance 17 3.5. Marketing and Communications 17 4. Key issues 18 4.1. Brand image 18 4.2. Differentiation 18 4.3. Clarity of message 19 5. Strategic positioning 19 “The Sister Project” 19 6. Bibliography 20 1. Introduction Costa is Britain’s leading coffee chain in a highly competitive and growing market. Despite a tough economic environment in Britain, the brand has managed to continue rapid expansion at home and in emerging economies abroad. The brand focus on the core product has been matched with portfolio expansion into new service areas. This report analyses Costa’s relationship to the existing coffee market, in order to look at some of the key...
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...Joe” Marketing Research Analysis Table of Contents Executive Summary Introduction and Research Design Secondary Research Qualitative Research: Interviews Data Analysis Frequency Analysis Limitations Conclusions and Recommendations Executive Summary The purpose of this marketing research report is to analyze the coffee shop market in the Greater Houston area to give Joe Brown a better understanding of the industry before investing in Cup of Joe coffee shops. Mr. Brown has 4 specific marketing research questions he is wanting answered through this analysis: What consumer segments can be identified in the Houston area coffee-drinkers market? What are the attitudes and behaviors of each segment with respect to coffee and coffee shop visits? How do the segments above evaluate the 4 potential competitors (Starbucks, Dunkin’ Donuts, McDonalds, and Burger King)? Is there a segment that is currently underserved by the existing 4 competitors and what type of coffee shop would this segment most likely demand? Before building a competitive national coffee shop brand, Mr. Brown needs information from primary, secondary, and qualitative research in order to be successful. Starting research in the Greater Houston area is a convenience for Mr. Brown since he is from Sugarland, TX which allows him to supervise operations of the business. Secondary research indicated that 54% of Americans over the age of 18 drink coffee daily. Research has found that coffee purchases are relatively...
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...SUCCESS…………………………………………………………………..5 INDUSTRY ANALYSIS………………………………………………….......6 STRENGTHS…………………………………………………………………………6 WEAKNESSES………………………………………………………………………6 OPPORTUNITIES…………………………………………………………………....6 TREATS………………………………………………………………………………7 MARKETING STRATEGIES SUMMARY………………………………...8 PRODUCTS AND SERVICES……………………………………………………....8 PRICING STRATEGIES…………………………………………………………….8 PLACING………………………………………………………………………….....9 PROMOTION STRATEGIES……………………………………………………….9 COMPANY SUMMARY……………………………………………………10 OWNERSHIP……………………………………………………………………….10 LOCATION AND FACILITIES……………………………………………………10 START-UP COST…………………………………………………………………...11 MARKETING ANALYSIS SUMMARY…………………………………...12 MARKETING SEGMENTATION………………………………………………….12 TARGET MARKET…………………………………………………………………13 MANAGEMENT SUMMARY………………………………………………14 MANAGEMENT TEAM…………………………………………………………….14 PERSONNEL PLAN………………………………………………………………...16 IMPORTANT ASSUMPTION………………………………………………………16 1. Executive Summary When the economy is growing fast, the majority of Ho Chi Minh City residents become richer. Their standard of living is higher as a result. People expect higher quality in the products and the services they get. Nowadays, customers do not say “drink a cup of coffee” anymore; instead, they use “enjoy a cup of coffee”. They expect not only high quality coffee, but more than that they expect to have a relaxed, joyful time when they come to a coffee shop. Love café is opened to satisfy that demand...
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...EXACTUTIVE SUMMARY This report was commissioned to find out a solution of Starbuck current losing dominant position in Coffee shop industry. The current issues were brought by 20 years phenomenal expansion, which is also the only way that a company must be passed. The report draws attention to both of the company’s internal control and external environmental changes. Further analyzed company’s current situation by SWOT analysis and Market Mix analysis. Also, the report make a conclusion of 3 other strong competitor of Starbucks’, from a view of special ability and distribution channel using similarity and difference comparison method. The report also evaluates Starbucks’ different type of targeted customers, and finding out differential way to promote them. Products and service quality and licensing issues, which are brought by fast expansion, should be taking concern by partners. In order to solve this problem and reduce financial risk at the same time, this report have provide 3 alternatives, “Make the company franchises growth rate slow down; take control of the quality first. Qualify the licensing retail stores and share operating experience between these stores. Continuing provide variety products” is recommended. 1. Problem Statement The Starbuck coffee shop has become one of an expending company in Canada. However, current marketing strategy cannot corporate the situation efficiently, the share price was decline sharply, the customer not...
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...testing, business analysis, prototyping, test marketing commercialization and monitoring & evaluation. The first process is idea generation. Idea generation is the process of creating, developing and communicating ideas which are abstract, concrete or visual. This process includes the process of constructing through the idea, innovate the concept and bringing the concept to reality. For example, if you can see and observe coffee shops in Malaysia, after making an order we have to wait near the pick-up desk to get our order. You also can wait at your table and the barista will call your name when your order is ready. Sometimes it can happen that you didn’t hear the barista calling up your name. It is difficult to shout out customer name every time the order is ready. That is why coffee buzzer is a must item in all coffee shops. The idea generation is coffee buzzer to make coffee shops become more organised in term of pick-up order. The used of this coffee buzzer is when you are done with your order the cashier will give you this buzzer and you can wait at your table. When your order is ready to pick-up the buzzer will vibrate and you can go to pick-up your order and give back the buzzer to the counter. This is the innovation towards coffee shops. The second process is idea screening that used to evaluate innovative product ideas, strategies and marketing trends. Back to the idea is to make an innovation towards coffee shops that is to make a coffee buzzer. This product...
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...STARBUCKS STARBUCKS, One of the most well known and leading coffee supplier around the world. Starbucks began its business in 1971. Before that they are a roaster and retail seller of whole bean and ground coffee, tea. They have only one store at that moment which is located in Seattle's pike place market. At present starbucks serves millions of customers walking into their stores every day. The stores are presently in 17,000 locations in 50 countries (STARBUCKS 2013). Starbucks has revolutionised after HOWARD SCHULTZ became the director of retail operations. (Strategic development of starbucks) MISSION STATEMENT: "TO INSPIRE AND NURTURE THE HUMAN SPIRIT- ONE PERSON, ONE CUP AND ONE NEIGHBOUR AT A TIME". (Our starbucks mission statement 2013) STARBUCKS mission statement clearly depicts that they are not only giving importance of coffee, also to bestow the customer with rich experience. To enact these principles, Starbucks does everything in order to accomplish their aims and objectives. Starbucks treats their employees in prominent manner and respects them in each and every aspect. Starbucks always believes that they serve the customer with the best coffee possible. Starbucks does everything in a perfect and particular genre like buying coffee beans. They buy coffee beans by travelling personally to coffee farms in Latin America, Africa and Asia. After careful consideration and selecting the beans, the beans are then transported...
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...of Contents Executive Summary 3 I. Introduction 4 II. Situational analysis 4 1. PEST 4 2. Company analysis 6 3. Market Potential and Sales Forecast 8 4. Customer analysis 9 5. Competitor analysis 12 III. Marketing objectives 16 IV. Marketing strategy 16 1. Product: Coffee G7 16 2. Service: Trung Nguyen Coffee Chain 18 V. Supporting Marketing Programs 19 VI. Financial Projection 20 VII. Monitors and Controls 21 1. Sales force efficiency 21 2. Advertising efficiency 21 3. Sales promotion efficiency 21 4. Distribution efficiency 21 VIII. Contingency Plan 21 IX. Marketing Plan Timeline 22 Appendices 23 Reference 33 Executive Summary This report aims to propose marketing activities for Trung Nguyen Coffee in the year of 2014. The marketing plan includes (1) situational analysis, (2) marketing objectives, and (3) marketing strategies. First, situational analysis reveals that Trung Nguyen coffee is in the top 3 leaders in the industry with a market share of 38%, chasing after are Nescafe and Vinacafe with 27% and 31% respectively. It also shows that although the government has supported the development of coffee industry, some market volatility has had negative effects on Trung Nguyen’s performance. In terms of competitors, there is a similarity in product and price. However, the promotional methods varies among the three. Likewise, coffee consumer behaviors are analyzed in this part. Second, the marketing objectives...
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