Midwest Coffee Roasting Co Service Marketing Evaluation
description
Transcript of Midwest Coffee Roasting Co Service Marketing Evaluation
Lauren Rahman | Ryan Eash | Robby Ciganek | Brandon Mead
HistoryIntended Audience
Mission
“The value of identity, of course, is that so often with it comes purpose.”-Richard R. Grant
Don’t just drink coffee, experience it.
Ideal ModelVisual Model
Branding: organic, simple, inviting, quality, high value
Setting: effective, inviting
Appearance: trendy, warm
Process: signage,
easily understood
Service: quick,
quality, persona
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Product: organic, simple, home-
roasted, delicious
Markee Item: Fresh Brew Pure
Organic Coffee
Drinks & Simple Food
Items
People: friendly, good
relationships
Workers: skilled, friendly
Customers: trained,
loyal
Friendliness
Knowledgeable
Quality
Organic
“The most serious mistakes are not being made as a result of wrong
answers. The truly dangerous thing is asking the wrong question”
-- Peter Drucker
Focus AreasFocus Questions
“The difference between something good and something
great is attention to detail.”-- Chuck Swindoll
Tools
Focus GroupClient
Report/Interview
Observational DataPrice Study
Mystery Shopper Reports
Customer SurveysCustomer Interviews
Strengths
“Change almost never fails because it's too early. It almost always fails because it's too late.” –Seth Godin
Weaknesses & Recommendations
Atmosphere, Events & Promo
Service Process
Backstage
Benchmarking
Lack of direction, not lack of time, is the problem. We all have twenty-four hour days – Zig Ziglar
Implementation Plan
Long-Term Implementation Focus
Backstage: Longetivity
Atmosphere & Events: Variety
Service Process: Updating
Benchmarking: Consistently the Best
Three Year Implementation Focus
Backstage: Expansion
Atmosphere & Events: Polishing
Service Process: Coping w/ Demand
Benchmarking: New Competitors/
Positioning
Two Year Implementation Focus
Backstage:
Efficiency & Review
Atmosphere & Events:
Adjustment & Customer Satisfaction
Service Process:
Knowing the Customer
Benchmarking Environmental Scanning
& Organic/
Homemade
Immediate Implementation Focus
Backstage:
Regulation
Atmosphere & Events:
"Home-like"
Service Process:
Speed & Layout
Benchmarking:
Organic & Homegrown/roasted
Q & A