My professor is extremely strict with the format and I would have to send an email including the attachments that outline the format vetted to be used. Also, although this will be Qualitative research he still wants me to include a survey. 2008 economic crisis hit very hard many sectors globally, besides tourism, too. According to the economic and
financial reports, the demand for hotel & restaurant industry declined sharply, and as a result of that situation, tourism revenues had been affected negatively.
Turkey was one of the few destinations, which had a growing at the international tourist arrivals despite the 2008 crisis.
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Carry out market research on the quick service restaurant industry and the food delivery industry.
Questions to be answered: growth of the industry, expected growth, market drivers, market segmentation, market demographics and associated use statistics. This all with an emphasis around mobile phone app ordering.
IBIS graphs required and part of length requirements.
1. Market Opportunity
1.1 Coffee Shop Market Overview
Over the past five years, the Coffee and Snack Shops industry has been buoyed by increased consumer spending, driven by higher disposable incomes and greater confidence in the economic outlook. Demand for coffee and snack shops has increased at a faster rate than most segments of the food service sector, as consumers increasingly seek convenience at an affordable price. The industry has been given a boost by rebounds in consumer spending and the Consumer Confidence Index over the five years to 2016, which have increased at annualized rates of 2.4% and 10.4%, respectively. Over the five years to 2016, industry revenue is expected to increase an annualized 4.5% to $39.6 billion, including an increase of 3.6% in 2016. Key Market Drivers are:
? Coffee Consumption Rising: Coffee shops account for a large portion of industry revenue and establishments, and most other industry establishments also serve coffee. When coffee consumption increases, coffee shops’ revenue goes up.
? Consumer Spending: Consumer spending has been rising steadily over the last 5 years, and is expected to continue.
? Healthy Eating Trend: There is a market trend gravitating toward lighter, healthier foods. Coffee shops are catering to this trend by offering low fat and soy milk options, as well as lighter snacks.
1.2 Growth of Independent Coffee Shops
Despite the overwhelming size of Starbucks, the gourmet coffee market has continued to expand. One of the fastest-growing segments of the industry over the past five years has been independent coffee shops targeting coffee connoisseurs with high-quality espresso, as well as siphoned and filtered coffee beverages. This trend, which has been termed “third-wave” or “specialty” coffee, considers coffee an artisanal product, rather than a commodity; the origin of the ingredients is important, much like wine. This mirrors trends in other countries, such as Australia, the United Kingdom and Scandinavia, where ordering a cup of coffee has become an experience in itself among many demographics.
Prominent third-wave coffee exponents such as Stumptown Coffee Roasters in Portland, OR and Intelligentsia Coffee in Chicago, both of which were acquired by Peet’s Coffee and Tea in 2015, have led the charge along with Blue Bottle Coffee in San Francisco by growing at annualized rates of more than 20.0%. Although specialty coffee remains small in comparison to the total industry, in part due to the higher price point that third-wave coffee commands, the segment has grown quickly over the past five years and has had a large influence on the major coffee chains. In fact, Starbucks has recently introduced its own brand of high-end coffee under the name Reserve to effectively compete with higher-end roasters in New York City and Seattle.
Product Offerings
The Coffee and Snack Shops industry includes a range of store types that generally promote and sell a specific snack or beverage, such as coffee, bagels, ice cream, frozen yogurt or cookies. The product mix for individual stores varies considerably; however, the industry average is weighted toward coffee shops such as Starbucks and Dunkin’ Donuts, due to their large market share. Both these chains generate well over 50.0% of their revenue from beverages, with Starbucks earning an estimated 75.0% and Dunkin’ Donuts earning 63.0% from beverage sales. Coffee beverages. Coffee is by far the largest product segment in the industry, accounting for an estimated 51% of industry revenue.
? Coffee: Industry operators produce a wide range of coffee products that are differentiated by strength, style, type of beans and type of milk. Traditionally the industry mainly serves brewed coffee at a low price point. Dunkin’ Donuts’ house coffee blend typically sells for about $2.00 per 20-ounce cup. Meanwhile, a 20-ounce cup of brewed coffee at Starbucks retails for a slightly higher price point of about $2.35. Over the past five years, higher-priced forms of coffee, such as espresso, siphoned and filtered coffee beverages, which typically retail for more than $3.00 per cup, have grown as a share of the coffee segment. The type of beans operators use has become a significant point of differentiation among smaller niche shops, with rare blends, fair trade coffee and organic beans becoming more popular. This trend has supported premium pricing across the segment and given rise to a greater number of independent operators. The number and form of iced coffee beverages has also grown over the past five years as brewing and serving techniques have improved, given rise to forms that do not compromise flavor, such as cold-brewed coffee. Iced coffee sales are largely seasonal, with demand much higher in warmer seasons.
? Other Beverages: Industry operators sell a range of other hot and cold beverages. Cold beverages include products such as milkshakes and iced teas. Coffee and snack shops also tend to sell bottled water, juices and a limited selection of carbonated drinks. Hot beverages include products such as tea, hot chocolates and chai lattes. These products provide an alternative to highly caffeinated drinks. A coffee shop may offer several types of teas. As with cold beverages, demand for this segment is seasonal. In warmer seasons, demand for hot beverages decreases. This segment has declined as a share of industry revenue over the past five years, outpaced by growth in coffee and food items.
? Food: The food segment includes snack items such as donuts, cookies, pastries, cookies, cakes, bagels and muffins, yogurt and ice-cream as well as full-meal food options like sandwiches, wraps, salads and fruit. The industry competes on the basis of speed of service; therefore, items that require more preparation time are not commonly found in coffee and snack shops. While sandwiches, salads and other lunch items do not sell in as large volumes as other products, they tend to be more expensive and thus boost revenue. Additionally, these items are positioned as complements to coffee and consumers rarely buy them without a beverage. The food segment has increased as a share of industry revenue over the past five years as coffee and snack shop owners have sought to promote the sale of higher margin food products. Consequently, the industry now competes directly with fast food and other restaurant operators.
The next table shows segmentation by product offerings:
1.3 Market Segmentation
As a mass market product, coffee appeals to all strata of incomes and ages. However, the top 20% of earners account for 37.8% of the revenue of coffee shops. The next figure shows the revenue by income level.
It is also quite clear that businesses account for a very small share of revenue of these stores. The top 60% of income levels account for 76.8% of revenue. Our marketing will be targeted at this segment of the population.
1.4 Market Demographics
Some key facts for the coffee consumer population are:
? 40% of 18-24 year-olds are drinking coffee every day as of 2012, growing from 31% in 2010.
? 54% of adults age 25-39 drink coffee every day as of 2012, up from 44% in 2010.
? 75% of all US adults drink coffee, and 58% report drinking coffee daily.
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Participate in an interactive simulated environment to make real-world marketing decisions, and then develop a formal marketing plan (15 pages).
Introduction
Completion of this portfolio work project will help you understand the key components of a marketing plan.
Scenario
The Vice President of Marketing at Allstar Brands has assigned you to the over-the-counter (OTC) cold medicine group for the company. Allstar Brands is one of five companies competing in the OTC cold medicine market. Using the PharmaSim simulation, you will make decisions regarding promotion, pricing, distribution, advertising, and product mix for Allstar Brand’s OTC cold medicine.
Your Role
You will start out as a Brand Assistant and, if all goes well, will complete the simulation by making additional decisions at the level of Brand Manager at Allstar Brands. The decisions made regarding the OTC cold medicine market during the simulation will become the basis of a marketing plan.
Requirements
Use the Marketing Plan Template [DOC] to develop your situation analysis, marketing strategy, and marketing mix plan elements. Be sure to interpret each figure and table used in your plan and to summarize the data results. Include the following in your marketing plan:
Business context.
Situation analysis. Incorporate a rationale for changes in the situation as you progressed through the simulation.
Marketing strategy. Incorporate a rationale for changes in the strategy as you progressed through the simulation.
Marketing mix. Incorporate a rationale for changes in the mix as you progressed through the simulation.
Social media and technology strategy. Recommend how social media and technology can be incorporated into your strategies. Include at least three specific recommendations that outline an implementation plan and expected results.
Deliverable Format
Requirements:
Marketing plan is 15 pages (in addition to the title, reference, and appendix pages).
Use at least two different types of figures and two tables to present the data. At least one figure should present data at a single point-in-time, and at least one figure should present data over time. Be sure to correctly label all elements of your figures and tables in the plan and appendix.
Related company standards:
The marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (located in MBA Program Resources), including single-spaced paragraphs.
In addition, include the following in your marketing plan:
Title page/slide.
References page/slide. Use at least three scholarly resources, one of which must come from the Wall Street Journal, Forbes, or MIT Sloan Management Review.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria:
Competency 1: Apply marketing theories and models to develop marketing strategies.
Articulate the context of the business.
Competency 2: Evaluate the effectiveness of marketing strategies and methods.
Evaluate the effectiveness of marketing strategies.
Competency 3: Use data to support evidence-based marketing decisions.
Evaluate the competitive environment of the business.
Evaluate the marketing mix for a product.
Competency 4: Analyze the role of technology and social media in effective marketing strategies.
Analyze the expected effectiveness of social media and technology strategies.
Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders.
Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.
Faculty will provide feedback as they were the recipient of your deliverables in the workplace, using the scoring guide. Refer to the assessment scoring guide to ensure you meet the grading criteria before submission.
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Context/overview: During Week 1 you invented a product. This week you will target and position your product.
Write a 3-5 page paper stating your USP ñ unique selling proposition. Explain market segmentation or anything else that would help target your consumers and position your product for success in the marketplace.
Your target market section should address the following:
Describe your target market, whether a business or consumer market, using segmentation variables. These include the use of demographics, psychographics, geodemographic, geographies, behavioral segments, or other segmentation criteria.
Describe your rationale for selecting the target markets that you did. State why these markets are attractive to you as a marketer.
Describe the market in terms of its anticipated growth, revenue opportunities, past performance, etc. Utilize our author’s criteria for segmentation to demonstrate that your target markets suggest the likelihood of success the market needs to be identifiable, measurable, sustainable, accessible, and reachable.
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Write about the RATIONAL PROPOSITION- KEY SUCCESS FACTORS AND SWOT ANALYSIS of Gorgio Armani, and also include the MARKETING POSITIONING AND COMPETITIVE ADVANTAGE VS KEY COMPETITORS.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
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“How marketing has evolved over the years and what the current challenges are in marketing looking at the developments in the market.” Give enough examples to illustrate your opinions.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
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It must be overtly clear you’ve used the information in the resources, reading and first day of class to form your analysis. If we don’t get the sense you understand the initial concepts we’ve taught your grade will be negatively affected.
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Prepare Part A of your Marketing Plan for the focus company that you selected and your instructor approved in Module 2. Use the Build a Marketing Plan Template (also available following p. 72) to assist you and be sure to include your responses to each question in that template.
You should use the questions listed in each section of Part A on the template to formulate your responses. However, your responses should be in paragraph format, not bullet points or Q & A format. This will assist you when you pull together your final Project Summary in Module 14. Note that there are three parts to this segment: Part A-1 Internal Environment (8 points), Part A-2 External Environment (8 points), Part A-3 SWOT Analysis (9 points). Be sure to answer all of the questions provided in the template for each of these three parts.
Your final submission must be written in APA format style. Information on APA style can be found in the Course Project Folder on the Learning Modules page and in the Orientation for this course. Spelling and grammar do count, so utilize the spell check feature to assist you if needed.
Part A-1: Internal Environment (8 pts) Remember that the internal environment includes any strengths or weaknesses inside the company or organization. Research the Mission Statement, corporate culture, what you have done in the past with your target markets, products, pricing, promotions, and supply chain. etc. Then provide examples of resources (including management expertise) that your company has that made them unique. How has your company added value through its offerings in the past? Be sure to use the questions in the template as a guide to help you research the Internal Environment.
Part A-2: External Environment (8 pts) Continue with a review of the external environment: Look at various examples outside your focus company to find opportunities and threats. Describe the nature of the overall domestic vs. global market (either in terms of their locations or sales). Describe their competitors and describe their marketing strategies (who are their target markets, what products do they offer, what pricing strategies do they use, what types of promotion do they use, what is their supply chain? Then provide one example each of the key trends that affect your focus company in terms of the economic environment, changing technology, regulatory environment (this could be a law, lawsuit, recall), and social/cultural environment. Be sure to use the questions in the template as a guide to help you research the External Environment.
Part A-3: SWOT Analysis (9 pts) Complete your Situational Analysis with a SWOT analysis of your focus company. What are the key strengths, weaknesses, opportunities, and threats of your company? Include at least two of each in your SWOT analysis. Remember that Strengths and Weaknesses come from internal sources and Opportunities and Threats come from external sources. When you list these examples, provide a short description of how they relate to your focus company, not a bulleted list.
For example, don’t just list competition as a Threat – briefly describe who are the competitors of your company and why do you consider them a threat? If you list employees as a strength, give a brief reason why you feel that way. You can use bullet points to respond to this SWOT analysis; but next to each bullet point, provide an explanation or description of each.
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Also, share your thoughts regarding the appropriateness of using the 7Ps of Services Marketing for Goods Marketing It’s an unbreakable rule of business that if you want to get customers, you have to market yourself. Marketing can seem like a chore when you have many other things to do but it’s important that you do it, and you do it well.
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Consumer Behavior Target Market Report Anonymous You are a marketing manager for a health and beauty organization and need to market a new brand of toothpaste that fits into your company’s “Fit for Life” product line.
Consumer Behavior Target Market Report
The “Fit for Life” product line focuses on a holistic approach to health and wellness. The current product line includes soaps, shampoos, gels, and creams made from natural ingredients.
Consumer Behavior Target Market Report Essay Paper
You need to analyze the concepts of different marketing and consumer behavior related to the new toothpaste in the line. Your job is to increase consumer demand and sales of the new product. To do so, you need to assess consumer behavior and decision making.
Complete the following activities and present your response in an 8- to 10-page professional Consumer Behavior/Target Market report:
Detail the new toothpaste, including its history, function, and purpose, and how this product will fit into the company’s current “Fit for Life” product line.
Prepare a market segmentation analysis to define potential consumers for this product.
Write an assessment of the marketing mix.
Analyze the needs and motivation of the target market. What types of primary and secondary market research could you perform to discover your target market’s motivational issues and personality traits? What ethical considerations need to be considered when conducting this research?
Consumer Behavior Target Market Report Analysis
Analysis of perceived risks to the consumer as they apply to your product. Discuss ways to mitigate the risks.
Justify your ideas and responses by using appropriate examples, use at least 4 references (one of which may be your textbook), and follow APA formatting.
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