Principles of Marketing: Coffee Connection Case Study Analysis

This case study analyzes the Coffee Connection, a fictional coffee shop, focusing on its marketing strategies and target market. The analysis begins with the owner's vision for an ideal coffee shop, emphasizing a social environment. It then explores the global coffee market and details the segmentation of potential customers based on geographic region, demographics, and psychographics. The study identifies the best target segments for the Coffee Connection, focusing on behavioral and psychographic factors. It describes the coffee shop's product offerings, including coffee and complementary food items. The case study also examines key physical and service elements such as staff and storefront. Finally, it suggests advertising strategies, including storefront design and community outreach, and proposes changes such as limiting free internet, expanding seating, and adjusting coffee prices. The analysis concludes with a list of references used in the case study.

Principles of marketing
THE CASE OF COFFEE CONNECTIONS

Analysis of the ideal coffee shop
 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.
 John wanted to offer such an environment where people could come,
spend some quality times with their loved ones.
 They will have their coffee and leave after some time with a desire to
visit again.

Global coffee market

Cont….
 John’s ideal coffee shop would be a place to socialize which will be all
inclusive
 It will not only be for 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.

Type of Segmentation Segmentation criteria The target customer 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 chat with friends and relatives
by meeting them They are the easy-going people, determined
and busy people. They are the regular users.
Psychographic Social class / lifestyle Middle and upper class. Their lifestyles are mainstreamers,
aspirers, succeeder, explorer and reformer.

Determine the 2 or 3 best segments
as John’ target markets
 the Coffee Connection must work on the behavioral and psychographic
segments as it will help John to establish his ideal coffee shop.
 The customers under the behavioral segment are the hard core loyals
 They are also the regular users
 They must not choose the other segmentation such as the geographic
and the demographic because the current customers already belong to
these segments.

Detail what John’s ideal coffee
shop product is.
• The product of the coffee shop in John’s
ideal coffee shop will mainly be coffee.
• It might offer variety dishes which go
suitably with the taste of coffee in order to
expand the range of product offering

The channel –key physical and service
elements
THE WAITERS AND THE STAFFS TO SERVE THE ORDER TO THE CUSTOMERS
AND MONITOR THAT THE CUSTOMERS HAVE RECEIVED THEIR RESPECTIVE
ORDERS

some logical ways John’s ideal
coffee shop could advertise
 Coffee shop of John should invest in a welcoming and eye catching
storefront. They must ensure that the shop looks appealing to the
passers.
 They must install signage regardless of the development of trendy sign-
free storefronts
 They can use the community outreach to its advantage. It can
collectively work to support the neighborhood of coffee culture

three most important changes
 they must limit (or stop) the use of free internet services.
 the shop needs to expand their sitting spaces.
 they should increase the cost of coffee

Reference
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Cameron, E., & Green, M. (2015). Making sense of change management: A complete guide to the
models, tools and techniques of organizational change. Kogan Page Publishers.
Dewi, H. S. C. P., Surjanti, J., & Iriani, S. S. (2018, October). Product Quality and Advertisement
Effects on Purchasing Decision Considering to Brand Image. In 1st International
Conference on Social Sciences (ICSS 2018). Atlantis Press.
Lisdayanti, A., & Anwar, T. A. (2018, June). Increasing public awareness of consuming
Indonesian coffee through electronic marketing. In IOP Conference Series: Earth and
Environmental Science (Vol. 164, No. 1, p. 012019). IOP Publishing.
Mayo, A. (2016). Human resources or human capital?: Managing people as assets. Routledge.
Scott-Jackson, W., & Michie, J. (2017). Culture and Business Operations: How the Gulf Arab
Leadership Style Impacts a Contingent Human Resource Management. In Business and
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Simpson, P., & Jenkins, P. (2015). Gamification and Human Resources: an overview. Brighton:
Brighton Business School.