The profile of a customer within this segment is � aged between 35 and 60 ɿ

The profile of a customer within this segment is ?

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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 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.
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CoffeeVille Business Plan 2011/12 Page 23 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 ɿ income over $60000 ɿ represent workplaces in which employees are socially and environmentally responsible ɿ technologically literate: users of online social media ɿ working in businesses within 500 metres of CoffeeVille. Customer management CoffeeVille will communicate with customers through targeted direct mail and social media campaigns. The company will encourage feedback through email and social media and will highlight positive company responses to feedback in marketing messages. CoffeeVille will work to develop its strict customer service and food quality standards and incorporate these into employee handbooks.
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CoffeeVille Business Plan 2011/12 Page 24 S.W.O.T. analysis Strengths Weaknesses Excellent staff, highly skilled at coffee making and food preparation. Great location. High customer loyalty. Coffee and food offerings that exceed competitors’ offerings in quality and speed. A limited marketing budget to develop brand awareness. Limited space and capacity to serve more customers. High cost of sales associated with choice to provide fair trade and organic food and coffee. Opportunities Threats Strong market potential. A significant percentage of the target market still not visiting CoffeeVille on a daily basis. Expansion and franchising. Extension of business hours. Corporate catering. Competition from local cafes and food service providers. Uncertainty of worldwide coffee supplies. Potential shifts in population when buildings or streets are redeveloped.
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CoffeeVille Business Plan 2011/12 Page 25 Our competitors Competitor details Competitor Established date Size Market share (%) Value to customers Strengths Weaknesses Focaccia Buzz 2002 15 staff 15% Offers fun alternative for the lunchtime business crowd.
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