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Marketing Plan - Essay Example

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MOODS CAFE Moods cafe is a usual hangout stop for the people of Singapore at a calm spot away from the daily hustle of the city. The cafe serves light food and a moderate range of snacks along with soft-drinks and non alcoholic drinks. The restaurant has been operating for more than a decade and serving an established base of customers who predominantly visit the store to have a quiet time in the relaxing environment of Moods Cafe…
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Marketing Plan
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Download file to see previous pages The cafe also sports a small but enough accommodating library along with some soft music and mood lighting to give a relaxing environment to its customers. With its light menu and other value added services like soft music and a small library, the customers have become addicted to the comfort and coziness offered by Moods Cafe. THREAT FROM COMPETITION The cafe in the near future will face tough competition from two of the international giant franchises namely McDonalds and Starbucks coffee. The two chains of fast food and coffee will be opening around in a period of six months and the customers can barely stop themselves from talking about it. Moods Cafe foresees a loss in its customer base to Starbucks with its state-of-the art technology deployed at the outlet along with McDonald’s world famous burgers (Jakle et al, 1999). Moods Cafe on the other hand, must come up with a strong marketing strategy in order to stop Starbucks and McDonalds from invading into Moods’ territory. COMPETITIVE MEASURES Moods Cafe’s strength is its personalized service and the light environment which people enjoy the most. The most it can do is to add more value to its services rather than totally revamp the brand image of Moods Cafe (Bennett, 1991). Revamping Moods to a more upscale restaurant, bistro or a bar would bring it under head-on competition with McDonalds and Starbucks (Ritzer, 1998; Read, 2010). McDonalds being a fast food chain, would rather focus on drive-way sales and quick breakfast or meal for the customers whereas, Starbucks on the other hand, would impose a more threat to Moods Cafe. As the customers are offered value added services like free Wi-Fi internet usage along with a wide range of coffee flavors and light snack/breakfast, Moods is bound to face tough competition from Starbucks. Customers looking for some time to relax or even work with a coffee on the table would go to Starbucks. One advantage which Moods Cafe will have over Starbucks would be the flexibility of the store environment. Starbucks being an international chain, will have to adhere to strict international guidelines however, Moods Cafe can mould itself in accordance to the tastes of the customers (Bennett, 1991). Moods Cafe will position itself as a cafe with personalized service where the customers will truly relax and feel like next to being at home. McDonald’s peak time is considered breakfast or lunch where the people stop by to have a quick meal whereas, Starbucks can be considered as next to being at work but in a more relaxed environment. People stop by for breakfast, to wait for someone or something, to kill time etc (Read, 2010). Moods Cafe’s Point of Difference would be that it will take the customers away from work and the daily scuttle of the city. Its Unique Selling Proposition would be its relaxing, soothing environment along with its personalized service (Bennett, 1991). In order to create a more compatible market offering, Moods Cafe would also incorporate Wi-Fi technology in order to provide what its competition would be providing. Besides this, as mentioned above, Moods Cafe would be positioned as a place which would feel like next to being home. This would be used as a strategy to compete with both McDonalds and Starbucks which will be positioned as a more upscale brand with little or no personalized serv ...Download file to see next pagesRead More
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