Page 22 C offeeV ill e Bus i ness Pl an 2011 12 Groups organisations and

Page 22 c offeev ill e bus i ness pl an 2011 12

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Page 22
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C offeeV ill e Bus i ness Pl an 2011 / 12 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: aged between 35 and 60 regular commuters clerical or professional: may be represented by managers holding formal business meetings, training or special events highly sensitive to service and food quality: eager to impress colleagues sensitive to peer influences moderately price-sensitive income over $60000 represent workplaces in which employees are socially and environmentally responsible technologically literate: users of online social media 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. Page 23
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C offeeV ill e Bus i ness Pl an 2011 / 12 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. Page 24
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C offeeV ill e Bus i ness Pl an 2011 / 12 Our competitors Competitor details Focaccia Buzz Zelda’s Coffee Mia 2002 2000 2008 15 staff 10 staff 15 staff 15% 15% 15% Ofers fun alternative for the lunchtime business crowd. Ofers excellent food and drinks for the lunchtime business crowd. Ofers good quality at reasonable prices. Ofers consumers maximum choice, allowing the customer to assemble their focaccias as they wish. Sandwiches are made with high- quality ingredients. The price-point is high, but the food is quite good. Also has licence to serve alcohol. Ofers good coffee and cake at a lower price point.
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