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:aged between 35 and 60regular commutersclerical or professional: may be represented by managers holding formal business meetings, training or special eventshighly sensitive to service and food quality: eager to impress colleaguessensitive to peer influencesmoderately price-sensitiveincome over $60000represent workplaces in which employees are socially and environmentally responsibletechnologically literate: users of online social mediaWorking in businesses within 500 metres of Coffeeville.Consumer insighti.Use consumer languageFrom a marketing perspective, it will be important to work to maximise the promotional impact of CoffeeVille strengths, while seizing the opportunity to increase custom and market share. CoffeeVille will need to effectively position itself as distinct from the competition, or, where directly comparable, as offering better value. Promotional activity will need to highlight our value proposition and be distributed in a way that both appeals to our target market and underscores our stated commitment to social and environmental responsibility. Onthe other hand, resources will need to be utilised in the most costeffective way to reach customers given cost pressures. Threats may be minimised through positioning CoffeeVille correctly to offset the impact of competitors’ marketing activities.Reasons whyCoffeeVille grinds and prepares coffee and prepares fresh food on site daily. Bread, muffins and prepared pastries are delivered daily from suppliers.Food and beverages are prepared by cafe employees in accordance with kitchen procedures and CoffeeVille food and hygiene standards, available to staff in the employment handbook provided to all staff on induction.
Suppliers● General Restaurant Supplies and Maintenance● Kopi Coffee Beans● Pukka Pastries and Baked Goods● Melbourne Meat Providore.CoffeeVille will endeavour to maintain good relations with suppliers through regular owner level contacts asrequired. CoffeeVille suppliers provide credit terms of 30 days, to which CoffeeVille will strictly adhere.