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Cilantro - High Quality and Upscale Niche Coffeehouse - Research Paper Example

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The paper “Cilantro - High Quality and Upscale Niche Coffeehouse” presents a marketing plan for “Cilantro”. Company’s goal is to become a leader among upper-class coffeehouses.  It plans to apply superior quality with great tasting product, aggressive and ongoing marketing activities…
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Cilantro - High Quality and Upscale Niche Coffeehouse
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Download file to see previous pages The concept of specialty coffee business is fast growing and is readily accepted and appreciated by the population. Coffee chains continue to grow even though the country is facing economic downturns causing poor sales in many categories. Such a market for coffee shows that there is much opportunity for any new entrants in this field.
The services will be offered under the name of ‘Cilantro’, a premium Mediterranean coffee shop with superior coffee products along with other drinks for non-coffee people such as fresh juices and finest tea. Along with the drinks, a selection of pastries, gourmet chocolates, and gift items will also be offered. The core product of the company is coffee.
The coffee offered will be of different assorted variety such as espresso, cappuccino, Caffe Latte, Caffe Mocha, Mediterranean coffee, herbal coffee, Café Milano, Banana nut java coffee, and different flavored espresso drinks made by Monin and Ghirardelli. Different flavors of tea exotic to the natives of Los Angeles will be offered such as English breakfast, Peppermint, Herbal, Lemon, Darjeeling, and others. Freshly squeezed juices of the seasoned fruits will be offered along with a selection of gourmet pastries such as brownies, bagels, fresh scones, fancy cookies, and muffins.  
The menu of Cilantro sets it apart from other specialty coffee houses which gives it a competitive advantage over others. The popularity of flavored drinks is an advantage to the company as the people are more aware of the tastes this coffee shop will offer. Although this is a premium coffee shop, the prices have been set to reflect the foods costs for every item which is similar to the prices offered by the competitors.
People have developed a sophisticated coffee taste and now know the difference between high and low qualities of coffees. Rodeo drive in Los Angeles is one of the most exclusive streets of the retail fashion business. People who come here looking for exclusivity for the money they offer. They belong to the high social class who take pride in what they eat and wear. ...Download file to see next pages Read More
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