Small Business Person Plans to Open a Premium Coffee Shop Discussion


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Discussion 1: Please visit the following site:

1. How does the brand segment the market for novelty ice-cream? Geographic? Demographic? Psychographic (lifestyle)? Benefit sought? Explain and include 1 reference.

2. Which targeting strategy (see link) have they chosen? –

3. Which positioning strategy (strategies) are they using (see link)? Explain.

Discussion 2: You are a small business person who plans to open a premium coffee shop, much like Starbucks. Your value proposition is premium blend coffee from small farmers around the globe, a fun, informal environment for college students and others who might enjoy televisions, a funky atmosphere (paintings on the walls, workers wearing tee-shirts and shorts, cement floors, and used furniture for seating.

1. Considering your unique brand position, the market, competition, and your goal of achieving brand awareness and premium image, how would you arrive at prices for your coffee? How important are the 4 Cs (costs, competition, customers, company strategy) for this product?

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