busn 5000 week 4 hw

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Trine University *

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Business

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Apr 3, 2024

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BUSN 5000 Homework 4 Please open this document in Microsoft Word and respond directly in this document without modification of the text in bold. This way the answer will be in the same place and in the same format for every student. You will submit this Word file in Canvas. If you have any trouble, reach out to your instructor in a timely manner. Question 1 – In 1993, McDonalds opened the first of its chain of McCafé coffee houses in Melbourne Australia. Since then, the chain has spread throughout the world with roughly 1,300 cafes worldwide. After further reading, provide the following: First, identify who you believe to be the target customer segment and customer need. Second, describe an appropriate marketing strategy (product, price, distribution, and promotion) for this offering. Target Market – Coffee lovers The richness and variety of beverages that are based on coffee are something that coffee aficionados, who are experts in the caffeinated trade, appreciate. Because they have a palate that is sensitive to the subtleties of great brews, these folks take pleasure in discovering the plethora of tastes and sensations that come along with their passion for high-quality coffee. Accessibility and quickness are the most important factors for customers who are looking for quick and accessible coffee choices. Their preference tends toward options that are quick and easy to obtain, which reflects their need for a coffee experience that is streamlined and effective, and that is fitted to their lifestyle of being always on the move. Customers on a budget are individuals who are looking for coffee that is not overly expensive without compromising on the quality or flavor of the beverage. Customers of McDonald's who are already regulars and who want to have a cup of coffee in the familiar surroundings of McDonald's are considered to be brand loyalists. Customer Need/Problem – The primary method by which McCafé satisfies the requirements of its customers is by providing a reliably high-quality coffee that is not only convenient but also easily accessible. The consumers are seeking for a place where they may have a cup of coffee or another specialty beverage at a price that is affordable to them. Product – At McCafé, customers may choose from a wide range of beverages that are based on coffee, including frappés, iced coffee, latte, cappuccino, and espresso for example. Aside from coffee, they also provide other beverages such as tea and hot chocolate as alternatives. There is a possibility that McCafé will provide complementary culinary products such as croissants, sandwiches, or desserts in order to enhance the overall customer experience.

BUSN 5000 Homework 4 Price – In order to attract a diverse spectrum of customers, McCafé must continue to provide prices that are both competitive and affordable. The product has to be marketed as a desired alternative to high-end coffee establishments that offers convenience and excellent quality without sacrificing quality. For the purpose of providing a reasonable value for the quality that is being provided, pricing ought to be comparable with the market or somewhat less costly than competitors. Distribution – It is possible for McCafé to make use of the extensive distribution network that McDonald's manages. You may find coffee shops at independent locations adjacent to popular places such as shopping malls, business districts, and transport hubs. Alternatively, you can find them within McDonald's restaurants that are already in operation. Customers may now access this in a straightforward and accessible manner. Promotion – Advertising: It is important to promote McCafé's goods by highlighting their quality, affordability, and convenience using a range of media venues, including print, radio, television, and online platforms. Through the use of social media platforms and targeted online advertisements, digital marketing provides an opportunity to engage the target audience by showcasing the variety of coffees available and advertising special specials or loyalty programs. Partnerships: Collaborate with neighboring businesses, such as housing complexes or educational institutions, in order to provide employees or students opportunities to take advantage of special discounts or sales. Samples and trials: In order to pique the attention of potential customers and offer them with the opportunity to personally experience the quality of the products, it is recommended that taste tests or samples of McCafé products be provided at crowded events or locations. Loyalty programs: In order to encourage customers to make more purchases, it is a good idea to establish a loyalty program in which customers can earn discounts or prizes for making consistent purchases. collaborations with influencers: In order to promote and advertise McCafé, it is recommended to form collaborations with local celebrities or social media influencers who are in agreement with the brand's values. McCafé should be positioned as a fast, fairly priced, and high-quality coffee option that appeals to a variety of customers while leveraging McDonald's already established brand recognition and distribution networks. In general, this positioning should be done in order to maximize distribution and brand awareness. Question 2 – Provide a brief executive summary describing the McCafé value proposition. Do not quote directly from any source including ChatGPT. Rely on your own reasoning. Limit 300 words

BUSN 5000 Homework 4 McCafé, part of McDonald's global network, offers quality, convenience, and affordability. The brand sources premium Arabica beans to provide a high-quality coffee experience that matches McDonald's dedication to excellence. McDonald's huge global network of drive-thrus, walk-ins, and smartphone ordering boosts convenience. McCafé markets itself as a low-cost alternative to coffee shops, making high-quality coffee accessible to a varied consumer base. McCafé's success stems in its ability to effortlessly integrate into McDonald's infrastructure, offering a harmonic combination of outstanding coffee, convenience, and affordability to satisfy its diverse customer base. Advertising: It is important to promote McCafé's goods by highlighting their quality, affordability, and convenience using a range of media venues, including print, radio, television, and online platforms. Through the use of social media platforms and targeted online advertisements, digital marketing provides an opportunity to engage the target audience by showcasing the variety of coffees available and advertising special specials or loyalty programs. Partnerships: Collaborate with neighboring businesses, such as housing complexes or educational institutions, in order to provide employees or students opportunities to take advantage of special discounts or sales. Samples and trials: In order to pique the attention of potential customers and offer them with the opportunity to personally experience the quality of the products, it is recommended that taste tests or samples of McCafé products be provided at crowded events or locations. Loyalty programs: In order to encourage customers to make more purchases, it is a good idea to establish a loyalty program in which customers can earn discounts or prizes for making consistent purchases. collaborations with influencers: In order to promote and advertise McCafé, it is recommended to form collaborations with local celebrities or social media influencers who are in agreement with the brand's values. McCafé should be positioned as a fast, fairly priced, and high-quality coffee option that appeals to a variety of customers while leveraging McDonald's already established brand recognition and distribution networks. In general, this positioning should be done in order to maximize distribution and brand awareness.

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