NEW COMPETITION PAPER

NEW COMPETITION PAPER - T heVillageCaf Stanley Marcus...

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The Village Café Stanley Marcus Retailing Communications Competition 2010 Lauren Couper Jenna Szopinski Jeanny Tanhnavong Mathew Turner 1
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Table of Contents 1. Executive Summary 2. 3. Target Market 4. Positioning 5. Competitive Analysis 6. SWOT Analysis 7. Recommendations a. Go Green Mondays b. Employee Recognition c. Artwork Lighting d. Frequent Customer Cards e. The Battalion Advertisements f. Gift Cards g. Hotel Advertisements h. Local Alliances i. Information Distribution 8. Conclusion 9. Appendix a. Interviews b. Mystery Shopping c. Survey d. Survey Results e. Works Cited 2
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Executive Summary 3
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Executive Summary The Village Café in downtown Bryan, TX is owned and operated by Kristy Petty. During the day, the establishment is an art gallery, coffee shop, and café. During the evenings, it is an eventful night with salsa dancing, open mic, and poetry readings. Upon our first meeting with the owner, it was decided that this retail audit would be most beneficial if it focused mainly on helping The Village Café build awareness. Our retail audit begins with the company’s history and background where we will briefly discuss the origins of the business. We will then explore the target market for The Village Café, where Kristy Petty emphasizes who she wants the target market to be. We will also discuss The Village Café’s positioning and an overview of their product, price, promotion, and place. Kristy Petty mentions who the café’s specific competitors are and their strategic differences. We felt that it would be appropriate to perform a mystery shopping analysis, where we looked at the competitor’s pricing, merchandise presentation, customer service, sales associates, atmosphere, customers, and exclusives. Next, we conducted a Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis. After careful analysis of the mystery shopping results, independent interviews, and surveys, our consulting group determined nine possible marketing recommendations for The Village Cafe. The implementation costs will total $3,021.51. This report is separated into the following areas: 1. 2. Target Market 3. Positioning 4. Competitive Analysis 5. SWOT Analysis 6. Recommendations The objective of this retail sales audit is to provide The Village Café with strategic insight on the information gathered through research in order to help build brand awareness. 4
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Kristy Petty has always been interested in owning her own business, even though she was a Speech Communication major from Texas A&M University. She has a passion for visual and performing arts, museums, and cafés and realized Bryan/College Station was missing a place where people with similar interests could visit. She and her partner then decided to open up their first business. She hoped to create a local, enjoyable place where people could feel as if they were in another city such as Austin, Houston, or Dallas. The Village Café first opened in
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NEW COMPETITION PAPER - T heVillageCaf Stanley Marcus...

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