University Marketing Report: Analyzing John's Ideal Coffee Shop

This report provides a comprehensive analysis of John Makepeace's ideal coffee shop, examining various aspects of marketing principles. The analysis begins by exploring the desired customer experience and expectations, followed by an identification of logical market segments based on geographic, demographic, behavioral, and psychographic criteria. The report then selects the most promising segments for John's target market, justifying the choices. It details the coffee shop's product offerings, focusing on coffee and related items, and describes the physical and service channels. Furthermore, the report suggests effective advertising and promotion strategies to attract the ideal customer type. Finally, it outlines three key changes, from Priya's perspective, to fix Coffee Connection's problems and align it with John's vision, supported by clear justifications. The report provides valuable insights into marketing strategies for coffee shops.

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

3PRINCIPLES OF MARKETING
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.
3. Using the criteria as studied in the course, determine the 2 or 3 best segments as John’
target markets and support why you choose them.
After the identification of the all logical segments for John’s ideal coffee shop, it can be
suggested that 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 who come to the coffee shop to enjoy the quality of coffee in a
relaxing atmosphere. They are the people who love to seek for a place to spend a little quality
time with the friends and relatives. They are also the regular users. On the other hand, the
psychographic segmentation will help John Makepeace to focus on the aspirers, the explorers,

4PRINCIPLES OF MARKETING
the reformers who have a particular goal to reach and not distracted or grabbed by the electronic
world. They must not choose the other segmentation such as the geographic and the demographic
because the current customers already belong to these segments. They cannot be differentiated.
4. 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. The coffee
shop will offer popular roasts, blends and other types of coffee. The shop would also attract the
customers with more sophisticated tastes in food and drinks. It might offer variety dishes which
go suitably with the taste of coffee in order to expand the range of product offering. It will leave
the customers enthralled with a good range of other products apart from having one or two cups
of coffee.
5. Describe the channel –key physical and service elements John’s coffee shop should have.
The physical channels in the ideal coffee shop of John will be the retail store, where the
waiters and the staffs will be there to serve the order to the customers and monitor that the
customers have received their respective orders (Mayo, 2016). The staffs will also ensure that
there is sufficient space for every customer to have a seat and no one returns due to meaningless
occupancy of customers.
6. Suggest some logical ways John’s ideal coffee shop could advertise and /or promote itself
to attract his ideal customer type.
In order to attract the ideal customer type, the Coffee shop of John should invest in a
welcoming and eye catching storefront. They must ensure that the shop looks appealing to
the passers.

5PRINCIPLES OF MARKETING
Source - (Scott-Jackson & Michie, 2017).
They must install signage regardless of the development of trendy sign-free storefronts which
can serve as critical instrument for the coffee shop. The hanging of letters which convey a
beautiful message can be highly useful (Scott-Jackson & Michie, 2017).
They can use the community outreach to its advantage. It can collectively work to support the
neighborhood of coffee culture (Simpson & Jenkins, 2015). It should build good
relationships with the other coffee shops in the community which can reciprocate its
recommendations.

6PRINCIPLES OF MARKETING
7. As Priya, write in simple and clear language the three most important changes John can
make to fix coffee connection’s problems so that it becomes the ideal vision of a coffee
shop. Briefly support each change.
 First of all, they must limit (or stop) the use of free internet services. It will stop
people from passing their time in the shop without buying anything. They will empty
the spaces after having coffee. There must be time-bound consumption of coffee.
 Secondly, the shop needs to expand their sitting spaces. The interior must be
arranging in such a way that there is apace for at least 20 people to sit comfortably.
 Thirdly, they should increase the cost of coffee. It will eliminate those people from
the customer list who visit Coffee connection only because it is cheap and provides
free internet.

7PRINCIPLES OF MARKETING
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