� Minimum 10 increase in gross profit income each year � Reduce the overhead

? minimum 10 increase in gross profit income each

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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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CoffeeVille Marketing Plan 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
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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.
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