Overview
You are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan.
Consumer/Marketplace Insights and Micro-Moments
Resource: Read the articles from the University Library.
Assignment Format:
This assignment should be submitted as a 5- to 7-slide Microsoft® PowerPoint® presentation with at least one slide dedicated to each section of the assignment (five or more slides – not counting the title slide and reference slide).
For example, you should have a slide with a heading for the following elements of the assignment: Price/Quality Competitive Analysis (Axis graphic), Research Insights, Observational Learning Insights, Micro-Moments Map and Recommendations for Improving Website.
Perform a price/quality competitive analysis using the resources provided in the University Library. You will create a visual map of the competing coffee companies to see how they compare to The Westside Coffee Company in terms of price and quality. This is also referred to as perceptual maps or positioning maps, if you wish to research more examples outside of your text. (You can see an example of this in Topic 9 of your textbook/reading material).
You will need to search for and visit the websites of the different chains to help you determine their proper placements on the segmentation axes to place The Westside Coffee Company in its appropriate place. Use the coffee chains mentioned in the University Library article titled "Leading Coffee Chains."
Identify 8 to 10 insights you learned from the research study. For example, what did you learn about the competitors, the target audience and/or the industry that could help you develop a successful marketing strategy.
Illustrate observational learning by visiting a local coffeehouse and list insights that confirm or differ from the research findings.
Create a micro-moments map on a table with 4 columns. Under each heading, fill in all the things a new customer who has never heard of The Westside Coffee Company might want to know before visiting.
Based on your micro-moments insights, review The Westside Coffee Company website and make 4 recommendations for improving the site.