Principles of Marketing

Running Head: PRINCIPLES OF MARKETING
Principles of Marketing
Name of the Student
Name of the University
Author Note

1PRINCIPLES OF MARKETING
1. Do an analysis of the ideal coffee shop that John Makepeace want, using the given case
facts and induced insights. Be sure to explain your ideas fully, particularly what the
customers expect, would enjoy as extra benefits, and what they want to feel.
From the case study it has been found that Makepeace wants the coffee shop be an ideal
coffee shop. It will be that type of coffee shop where the people will come to hang out and meet
other cool people. The study shows that Coffee Connection is a new coffee show which is
trendy and cost-friendly too located in the west side of Vancouver, BC. The current situation of
the coffee shops is that there was lineup of the customers but there were less socialized people
and more tech –savvies present. John wanted to offer such an environment where people could
come, spend some quality times with their loved ones, have their coffee and leave after some
time with a desire to visit again.
The current customers of the coffee shop occupied the seats in such a way that the other
customers were not staying due to lack of space to socialize. The survey of Priya has revealed
that most of the recent customer visit Coffee Connection to enjoy the free internet connection
provided, the low cost of the coffee and also because they did not feel bothered at their long stay
back (Abdel-Rahman, Ismail & Elshafe'a, 2015). John’s ideal coffee shop would be a place to
socialize which will be all inclusive and not only those people who aimed at exploiting the
benefits provided by the shop and sit for hours buying only a single cup of coffee thereby
subsequently decreasing the sales for sure.
2. Identify and detail all logical segments for John’s ideal coffee shop
All the logical segments for John’s ideal coffee shop is as follows in the table format.
Type of Segmentation Segmentation criteria The target customer

2PRINCIPLES OF MARKETING
segment
Geographic Region
Density
People from different parts
of Canada, British
Columbia and also
Melbourne and Sydney
(Dewi, Surjanti & Iriani,
2018, October).
The density will be Urban
Demographic Age / Gender / Life-Cycle
stage / occupation
It will be 22-60 , both the
males and females .
Bachelor stage young
people, those who are
single and not living at
home. The newly married
couple, the senior citizens
(Cameron & Green, 2015).
They will be students,
employees or professionals
Behavioral Degree of loyalty / benefits
sought/ personality/ user
status
The hard core loyals. Who
enjoy the quality standard
coffee at a relaxing
atmosphere, who love to