project about spice cafe. i have the details in the folder .

timer Asked: Nov 8th, 2016

Question description

- Marketing strategy: Describe your market segmentation approach (variables used for

segmentation) and its results, describe the segment or segments you have decided to target, the reason

for your decision to target those segments, and how you believe the client should position and present

itself/its projects to each target market. This part includes:

** Market segmentation and targeting: Detailed target market description

**Brand positioning strategy/Unique Selling Proposition – with chosen target audience(s).

- Marketing mix strategies: This section describes your marketing mix strategy (product, pricing,

promotion, and distribution strategies) to create the desired and proposed positioning for the client

and its products/services.


** product


** promotion


To: All Spice Café Groups Objective: Growth. To be profitable, Illya says that he needs to increase revenues by 20%. He has capacity to reach this; just not the customers. He still has the other objectives that he mentioned when he originally spoke with our classes. Objective: New take-out design. Illya would like help deciding best way to bring his product to offices. He has a take-out window. Price: In our report, we are to specifically reference price. Illya has tried several prices and has picked his current prices so that they are competitive with the restaurants in his area. His profit margins are designed so that the entrée will have a profit margin of 10-40%. Sides are not necessarily profitable like the centerpiece dish. The average profit margins on entrees are 20%, but this just includes the ingredients. He has not compared these profit margins with industry norms and does not know how his restaurant is performing relative to other start up restaurants when it comes to financial statements. He may email me financial statements that reference profit margin percentage per centerpiece dish. I will let you know if I receive these financials. Financials: The café is not profitable, but is near its breakeven point. This is why increasing the revenue is so important. Other comments/areas for growth: Monday, Tuesday, and Wednesday dinners are the slowest times of the day. During these times, the company loses money. Brand positioning statement: I told Illya that his customers ultimately determine his brand. I brought up the idea of polling his customers (using a service like survey monkey to contact those who wrote Facebook reviews), and Illya was open to the idea, but he was not enthused. He would want to have some influence over the questions included. I do not personally plan to pursue this path, but would like to know the results if anyone goes this route. 1. Spice Café exists to bring creole, Caribbean, southern food to the Evansville area. It brings a unique dining experience to Evansville. Customers cannot get food like this anywhere else in the city. 2. Behavior they should perform: Repeat visits, tell friends. We each have our own target audiences for the project. Illya says that he can see all types of people coming in: affluent, upper-middle class, and lower/middle income people who want homecooked meals of their traditions. 3. Spice Café serves as a gathering place for people to come together around a meal. At places like Panera, I walk in around dinner time and see men and women sitting around by themselves, quickly eating salad while looking at their phones. At Spice Café, it is different. Here, meals are opportunities to visit with friends and family. Patrons get to try new dishes and start new conversations about culture. They can experience unique, quality cuisine in a family-friendly environment. 4. Illya is authentic. He has spent time traveling the world, eating well, and learning how to cook for years and years. He is very friendly and takes a special interest in each and every customer. I have seen him sit up by the cash register and greet customers by name. He takes a genuine interest in those who walk into his store. This hits the high points. I recorded my entire 45 plus minute conversation with Illya and will provide it via flash drive if anyone emails me and wants to listen to it. Just let me know you want it and we can set up a time so I can lend you a flash drive. Also, please see the additional attachments. They will be very useful when working on the project. Jacob PS. I spoke with Illya just to reiterate some points he originally referenced in the class. These original objectives still hold true: 1. 2. 3. 4. Hire more staff Thanksgiving dinners In one year, only have to cook Saturdays In five years, possible downtown location

Tutor Answer

(Top Tutor) Studypool Tutor
School: Rice University
Studypool has helped 1,244,100 students
flag Report DMCA
Similar Questions
Hot Questions
Related Tags
Study Guides

Brown University

1271 Tutors

California Institute of Technology

2131 Tutors

Carnegie Mellon University

982 Tutors

Columbia University

1256 Tutors

Dartmouth University

2113 Tutors

Emory University

2279 Tutors

Harvard University

599 Tutors

Massachusetts Institute of Technology

2319 Tutors

New York University

1645 Tutors

Notre Dam University

1911 Tutors

Oklahoma University

2122 Tutors

Pennsylvania State University

932 Tutors

Princeton University

1211 Tutors

Stanford University

983 Tutors

University of California

1282 Tutors

Oxford University

123 Tutors

Yale University

2325 Tutors