? minimum 10 increase in gross profit income each

ɿ
Minimum 10% increase in gross profit income each year.
ɿ
Reduce the overhead per store through disciplined growth.
ɿ
Decrease the cost of sales.

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Page 11 of 19
3.4 Target Marketing
The market has been divided into three target markets or segments:
individual takeaway; individual sit-down; groups (organisations and
business catering).
Individual takeaway
According to market research undertaken by Action Marketing, the
estimated total potential size of this market is 12,000–15,000 individuals.
The market size is growing at 5% annually, as Melbourne grows generally
and as social trends point to increasing awareness of social/environmental
issues and desire for quality food within the area population.
The profile of a customer within this segment is:
ɿ
aged between 20 and 60
ɿ
regular commuters
ɿ
clerical or professional
ɿ
income over $40,000
ɿ
moderately price-sensitive but may see higher price as indicator of
quality
ɿ
sensitive to service and food quality
ɿ
sensitive to peer influences
ɿ
consider themselves socially and environmentally responsible
ɿ
technologically literate: users of online social media
ɿ
working in businesses within 500 metres of CoffeeVille.
Individual sit-down
According to market research undertaken by Action Marketing, the
estimated total potential size of this market is 4,000–5,000 individuals. As
with individual sit-down, the market size is growing at 5% annually, as
Melbourne grows generally and as social trends point to increasing
awareness of social/environmental issues and desire for quality food within
the area population.
The profile of a customer within this segment is:
ɿ
aged between 35 and 60
ɿ
regular commuters
ɿ
potentially tourist, foreign or domestic
ɿ
clerical or professional: may be managers holding informal meetings
or interviews
ɿ
income over $60,000

CoffeeVille Marketing Plan
Page 12 of 19
ɿ
highly sensitive to service and food quality: eager to impress
colleagues, others
ɿ
sensitive to peer influences
ɿ
consider themselves socially and environmentally responsible
ɿ
technologically literate: users of online social media
ɿ
working in businesses within 500 metres of CoffeeVille.
Groups (Organisations and business catering)
According to market research undertaken by Action Marketing and
CoffeeVille, the estimated total potential size of this market is 650
businesses. The number of businesses targeted by CoffeeVille is likely to
remain steady.
The profile of a customer within this segment is:
ɿ
aged between 35 and 60
ɿ
regular commuters
ɿ
clerical or professional: may be represented by managers holding
formal business meetings, training or special events
ɿ
highly sensitive to service and food quality: eager to impress
colleagues
ɿ
sensitive to peer influences
ɿ
moderately price-sensitive.