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Trident University International
Principles of Marketing Module 4 Case
MKT301: Principles of Marketing
Date of Submission
Script to Accompany Slide
The product selected is gourmet coffee and snacks which will be sold in a cafe. The business will focus in selling gourmet and specialty
coffees such as lattes, mochas, cappuccinos, etc. using high-quality ingredients. In addition, the café will offer customers pastries, small
salads, and sandwiches which will use natural, locally sourced ingredients. This high quality coffee and snacks will be sold in a trendy,
relaxed atmosphere. For convenience, our products will be available for consumption on the premises and will also be available for
takeout, as well as take-home options for items such as coffee beans and merchandise. Merchandise will include promotion items related
to the business such as a variety of branded coffee mugs, Frenchpresses, coasters, stationary, and apparels which will all bear the
The coffee shop will adopt a competing idea of a small company which aims at producing and selling caffeinated beverages along with
other options to the young demographic of students and young professionals who wish to have a snack in a quiet environment with access
to WIFI so that they can study, read a novel, or carryout meetings. However, the café will be available to individuals of all age groups
who wish to access the quite space, as well as individuals of all genders and races.
The café’s operations will be strategic enough to expand and grow in future to compete globally among top ranked caffeinated beverage
companies such as Starbucks(Moderandi, 2013).The small business will be focused on ultimately becoming a popular franchise which
will grow to all states in the US, and ultimately extend to the global market.
The vision statement of the coffee shop will be to build a business which serves as a stress reliever for customers by refreshingthem by
meeting their coffee needs. The mission of the coffee shop will be to serve its customers a wide variety of assorted coffee drinks 24 hours
a day and in a conducive environment where they can relax and unwind. The key focus of the café will be to provide a quiet environment
which is less crowded, hence individuals can study and work without any distractions.
Coffee consumption is widely common among all demographics, hence the target market will be a wide range of consumers including
corporate executives, business men and women, and students. The coffee will especially create a very quiet environment, thus will be
more appealing to individuals who prefer to take coffee as they get work done. This includes professionals who need a quiet place to work
on their reports or students who need a cup of coffee as they study.
Therefore, unlike most coffee shops which target a wider group of consumers, this café will specifically seek to provide a relaxed
environment which is appealing to customers who pr...
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