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Situation Analysis
KSZ Coffee Bar has just begun business, and marketing is essential to its success and future profitability. The bar offers a place for people to meet in a comfortable, person-meeting environment. The basic market need is place where singles can meet new similar people. KSZ Coffee Bar uses a sophisticated conversation system to enhance and facilitate singles meeting each other.
Marketing Summary
KSZ Coffee Bar possess good information about the market and knows a great deal about the common attributes of the prized and loyal customers. KSZ Coffee Bar will leverage this information to better understand who is served, their specific needs, and how the KSZ Coffee Bar can better communicate with them.
Marketing Anlaysis
In 1999, the global bar/restaurant market reached $24 billion dollars. Alcohol sales are estimated to grow by 9% for the next few years. This growth can be attributed to several factors. The first factor is American's reliance on alcohol for socialization. This factor is intuitive as alcohol breaks down social inhibitions. Another factor is the trend to eat and drink outside of the home. This occurs as Americans work longer and longer hours during the week. Eating and drinking out is a convenience that many are willing to pay for. It also provides contact with more people.
Marketing needs
KSZ Coffee Bar is a unique bar/coffee shop/tapas house that is organized to try to facilitate new friendships. The KSZ Coffee Bar will offer a changing menu of tapas, microbrews, and assorted coffee drinks in conjunction with a structured conversation system. KSZ Coffee Bar seeks to fulfill the following benefits that are important to their customers.
The market trend is headed toward a more sophisticated customer. The restaurant/bar patron today is more sophisticated in a number of different ways:
Situation Analysis
KSZ Coffee Bar has just begun business, and marketing is essential to its success and future profitability. The bar offers a place for people to meet in a comfortable, person-meeting environment. The basic market need is place where singles can meet new similar people. KSZ Coffee Bar uses a sophisticated conversation system to enhance and facilitate singles meeting each other.
Marketing Summary
KSZ Coffee Bar possess good information about the market and knows a great deal about the common attributes of the prized and loyal customers. KSZ Coffee Bar will leverage this information to better understand who is served, their specific needs, and how the KSZ Coffee Bar can better communicate with them.
Marketing Anlaysis
In 1999, the global bar/restaurant market reached $24 billion dollars. Alcohol sales are estimated to grow by 9% for the next few years. This growth can be attributed to several factors. The first factor is American's reliance on alcohol for socialization. This factor is intuitive as alcohol breaks down social inhibitions. Another factor is the trend to eat and drink outside of the home. This occurs as Americans work longer and longer hours during the week. Eating and drinking out is a convenience that many are willing to pay for. It also provides contact with more people.
Marketing needs
KSZ Coffee Bar is a unique bar/coffee shop/tapas house that is organized to try to facilitate new friendships. The KSZ Coffee Bar will offer a changing menu of tapas, microbrews, and assorted coffee drinks in conjunction with a structured conversation system. KSZ Coffee Bar seeks to fulfill the following benefits that are important to their customers.
- Selection: a creative choice of food and drink and a well-constructed structured conversation system.
- Accessibility: the patron will gain access to the KSZ Coffee Bar with minimal waits and long business hours.
- Customer service: the customer is ALWAYS right.
- Competitive pricing: all products will be competitively priced relative to the competition.
The market trend is headed toward a more sophisticated customer. The restaurant/bar patron today is more sophisticated in a number of different ways:
- Food quality: the preference for higher-quality ingredients is being reinforced as customers are being subjected to an increasing number of options.
- Quality conversation: patrons are recognizing intellectual conversations can be had in bar settings and would prefer this over normal bar talk.
- Access to meeting people: people are tired of being single and are looking for ways to meet like-minded individuals.
Swot:
The strengths that we have in KSZ Coffee Bar is that we have strong relationships with third parties,are structured conversation system, then we have are fantastic staff who are highly trained and coustomer attentive to tie it all togther.
The weakness in KSZ Coffee Bar is that we have limited brand quailty, the struggle to constantly produce new coversation topics for the singles that come, and the limited marketing budget to develop are brands awareness.
Competition: - Form other single meeting events
- From several different sources