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.
implementation costs will total $3,021.51.
This report is separated into the following areas:
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.