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Case Study

The document discusses a case study about a coffee shop chain called Brew Haven that is considering expanding by opening a new location. It provides background on Brew Haven and outlines key points to consider like target audience, market segmentation, market research, positioning strategy, and location selection.

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Kianna Marie
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342 views1 page

Case Study

The document discusses a case study about a coffee shop chain called Brew Haven that is considering expanding by opening a new location. It provides background on Brew Haven and outlines key points to consider like target audience, market segmentation, market research, positioning strategy, and location selection.

Uploaded by

Kianna Marie
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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FIND A PARTNER within your agency; Use Yellow paper, Handwritten.

Case Study: Coffee Shop Expansion (next meeting)


Background
Brew Haven is a local coffee shop chain in the Philippines known for its cozy ambiance and specialty coffee
offerings. The company is considering expanding its operations by opening a new location in a bustling
commercial area in Metro Manila. As a marketing analyst for Brew Haven, your task is to conduct a market
analysis and develop a market-driven strategy for the expansion.

Key Points:
Target Audience: The new coffee shop location will target a diverse demographic, including young
professionals, students, and office workers in the nearby commercial district.

Market Segmentation: Brew Haven aims to segment the market based on various factors such as age, lifestyle,
and coffee preferences. Segmentation criteria may include coffee consumption habits, taste preferences, and
frequency of visits to coffee shops.

Market Research: Conducting market research is essential to understand consumer preferences, competitor
offerings, and market trends. Market research methods such as surveys, focus groups, and observation can
provide valuable insights for decision-making.

Positioning Strategy: Brew Haven seeks to position the new coffee shop as a convenient and inviting
destination for coffee lovers seeking high-quality brews and a welcoming atmosphere to socialize, study, or
work.

Location Selection: The new coffee shop location will be strategically chosen in a busy commercial area with
high foot traffic and proximity to offices, schools, and residential neighborhoods.

Case Study Questions:


1.What factors should Brew Haven consider when selecting the location for the new coffee shop?
2. How can Brew Haven use market segmentation to tailor its offerings and marketing messages to different
customer segments?
3. What market research methods would you recommend Brew Haven to use in order to gather insights for the
new coffee shop expansion?
4. Discuss the importance of developing a clear positioning strategy for the new coffee shop and its impact on
attracting and retaining customers.
5. How should Brew Haven adapt its menu and ambiance to cater to the preferences and lifestyles of its target
audience in the new location?.

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