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Ivey Publishing 9B18A036 LOCAL LION COFFEE SHOP: MARKETING STRATEGY Lubna Nalees New Das and Robert Neven wrote this case solely to provide material for class c on The authors do not wand to illustrate other effective or ineffective handling of a mananalfuntion The authors may have disguised ootav names and other identify formation to protect confidentiality 07. 2019 to Apr 25, 2019 This publication may not be transmitted photocopied diged orotherwise reproduced in any form or by any means without the permission of the copyright holder Reproduction of this material is not covered under authorization by any reproduction rights organization. To order Copies or request permission to reproduce materials contact Ivey Publishing Ivey Bu ss School Western University, London, Ontario, Canada, NOG ON1, (0519 661 3208(e) [email protected], com Coat 2018 yuss School Foundation Vw 201203-15 from Josiah Davis became an entrepreneur in 2008after graduating from Appalachian State University (ASU) in Boone, North Carolina. Established in 2012, Davis owned and ran a successful business: Local Lion, one of Boone's premier local coffee shops. He was content with his business and loved his family, which was the pillar of strength for his coffee and doughnut business. However, as the mountain college town of Boone grew dramatically in population, Starbucks opened shop just 1.6 kilometres (km) away from Local Lion. Davis believed his business had deep roots and had contributed to creating the coffee culture in Boone. LocalLion provided the typical "mountain coffee experience"
sought by residents and tourists alike. However, the numbers told a different story. More students and tourists were heading to Starbucks, and Davis was left wondering what his next move should be. What could he do to keep his business steady and his customers loyal? What options should he explore? by Nox Eso soychto ton t Caradores Colege BACKGROUND Three years before opening Local Lion, Davis had started a venture that involved cleaning grill hoodsat local restaurants, hotels, and schools. He had noticed a vacuum in the market: to have their grill hoods cleaned, mostfacilities contracted companies from Winston-Salem, (a city an hour-and-a-half drive east of Boone). Davis recognized that he could offer cost savings to local businesses, and he started his own venture. Through this business, he honed his entrepreneurial talent, established rapport with local lenders and investors, and whetted his taste for further success Use ous Authorized for use only in the course Marketing With a growing family, Davis was eventually in search of a new business that afforded him more time with his loved ones. As if by divine providence, he came across a unique opportunity in 2011 he purchased a doughnut fryer and leamed handmade doughnut recipes from friends across the state border in RoanMountain, Tennessee. Davis found this opportunity to be the perfect solution. Just months after acquiring his doughnut fryer, he had procured a storefront, conducted market research, and developed a business plan. Local Lion's doors opened on April 30, 2012 LOCAL LION Local Lion focused