Our Target Audience Is The Business Men And Women Of Charleston

The specialty coffee industry had seen steady growth for years and the trend was expected to continue until at least 2015. Of the various segments within the specialty coffee industry, most of the growth was attributable to beverage retailers “Coffee and kiosks”. In 1979 there were approximately 250 specialty coffee retailers. The number quadrupled by 1989 to approx 1000 outlets, and it exploded to roughly 15000 by 2002. Nationally, specialty coffee sales totaled over $ 10 billion in 2005.

The Starbucks business commerce is trade, and the products include coffee drinks and coffee related products. Since the company has thousands of branches throughout the world, it is very convenient to “run in and out” and grab a coffee. Starbucks has a very loyal customer base and high profit margins. Through the loyal customer base and always being

North Charleston is a very diverse and complex area of the south eastern United States. It has a wide range of races, occupations, and developments. Positioned in lower South Carolina with a population of 97,491 it is a medium sized city. (U.S. Census Bureau, 2011-2015) Three counties Berkeley, Charleston, and Dorchester make up the populace of the selected locality. North Charleston makes up one of the state’s largest industrial and retail centers. The area has a rich history of civil war, racial divide, military, and industrialization. With the Charleston Harbor, massive array of manufacturing plants, and military population it is a constantly growing region.

For this project, I have decided to open a coffee shop that serves regular and specialty coffee, and small pastry items that is located in a prominent neighborhood near a train station or a high foot traffic area. Coffee has become a popular beverage where it is not just needed in the mornings but throughout the day, whether they are on their way to work or just to sit and relax. I am a coffee drinker myself and it is uncommon to find a coffee place that has a warm, home feeling atmosphere. It is important to have one of these types of coffee shop in any neighborhood. My goal is to provide every customer coffee and pastry whether

Because of their substantial growth over two decades, they have spent a considerable amount of time defending their image. Their “clustering” strategy put many small coffee shops out of business and many consumers began to wonder if there really was a need

The company location is based at Penang, Butterworth Sunway Carnival Mall. The facilities such as free Wi-Fi, comfortable sofas and chairs, dimmed light and quiet relaxing music will help the customers to relax from the daily stresses and will differentiate Starbucks Coffee shop from incumbent competitors. To speed up the customer service, at least two employees will be servicing clients. Meanwhile one employee will be preparing the customer’s order, the other one will be taking care of the sales transaction.

People love to drink coffee. Coffee shops, independently owned or chains are every corner. Statistics show that people are taking more coffee every day. It is a very profitable business.

As for other coffee consumption facts, brewing coffee at home declined from 2006-2011 with 75% of total coffee sales made “away from home” (High Beam Business, 2012). Furthermore, an interesting study revealed the growth in this target market: “another new and large growing target market within the coffee industry is college-age students and post graduate individuals residing in urban areas. These two segments account for the largest portion of coffee drinkers” (Scribd, 2012, Marketing

In conclusion, the Broadway Café faces a strong buying power and rivalry among competitors due to the large volume of shops offering the same products and services. The threat of new substitute products and alternatives is also high for the same reasons for buyer power. The Café also faces the threat of new entrants due to the lack of insignificant entry barriers. One upside is the relatively weak supplier power. The coffee industry is huge as stated above and vendors are more than ample. With this information we can conceive our business focus. The Broadway Café is best suit for a focused differentiation strategy. We plan to achieve

In general the coffeehouse industry in the United States was experiencing an increase in coffee consumption per capita due to the “Starbucks effect”. At this time Starbucks was operating approximately 20,000 stores in the United States and was living a fast expansion strategy worldwide.

Sitting, sipping, spending; these are all things one can do in a coffee shop. Coffee shops are in nearly every town in the US. This market has become separate from the rest of the dining industry by specializing in a variety of coffee and coffee drinks. Coffee shops have started to bring new tastes and options for consumers. Coffee shops are a luxury that are beginning to seem stable and perhaps permanent part of the economy, they meet a demand for out of home coffee and meeting spaces.

Starbucks first opened its doors in Seattle’s Pike Place Market with the name being coined from that of Moby Dick’s first mate (Schultz & Yang 1999). It has spread its shops across North America, all over Europe, the Middle East, Latin America as well as the Pacific Rim with an estimated 35 million customer weekly (Michelli, 2008). With tremendous growth from a small time coffee shop, the company has matured to an international icon that today it is one of the world’s leading retailer, roaster and brand specialty coffee (Story, 1971). The company offers whole bean coffees, espresso beverages, and confectionery and bakery items.

Young executive customers are between 24 up to 30 years old. They usually prefer cold coffee drinks, blended coffee drinks and brew coffee

The consumer market is segmented according to age as well as preferences. People working in offices located close to the coffee bar and on sophisticated teenagers. Younger consumers are often willing to spend more on fancy coffee blends and signature drinks; the health-conscious would be willing to pay extra for “healthier” substitutes such as organic products; My market research shows that these are the customer groups that are most likely to buy coffee products. Since coffee consumption is universal across different income categories and mostly depends on the level of higher education.

I first considered Group 5. They have quite a high proportion and many pro´s towards buying Coffee-Mate. Firstly instant coffee seems to be a primary need for this group, they are not price or health conscious and they don’t tend to go on holiday which would secure a continuous pattern of sales. The 55+ model age for this group is advantageous in the sense that advertising can be tailored to attract their attention using specific messages through the ads that will persuade them to need Coffee-Mate. However, reaching out to them will be very hard considering