Mc café customers :
https://infoscout.co/brand/mccafe
According to the study of south-east mc cafe consumer demographics carried by infoscut ,the consumers characteristics of mc cafe could be divided into three categories. First,the majority customers dimension is around $40K-$10K, it means that the customers are middle-class level. Another significant characteristics is that the dominative customer are working class such as 45+.For aged 25-39. Many within this group have young families. McCafé are designed to offer them a place to meet friends and enjoy a quality coffee Mc café customers .
Purchase decision process
When a buyer considers what to buy the goods and services ,it will pass through the process of purchase decision process ranging
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First, there are huge demand in coffee market in Hong Kong, according to the Hong Kong Professional Coffee Association, Hong Kong citizens consume 50 cup of coffee per year in average. Although there are numerous coffee shop in market ranging from chain shop to small-scale shop, the price of purchasing a cup of coffee is quite high, it is almost 30 dollar per one. For the lower class group, they want to enjoy the coffee with a affordable price .In fact, coffee is a normal good among the lower class, it may satisfy a kind of conspicuous consumption and get the social attention among the social network (Hierarchy of needs, Maslow);for the middle class, As they relatively have higher income than the lower-class, they will focus more on the quality of product in order to achieve the self-actualization such as the lifestyle of coffee (hierarchy of needs, Maslow). Therefore, they will find out the certain quality of coffee and goods eg cake. The advertisement below is showing a certain coffee bean of Mc cafe
As strategy consultants of McCormick & Associates, we use Porters Five Forces Model as a framework when making a qualitative evaluation of a firm's strategic position (Appendix 1.2). These five forces determine the competitive intensity and therefore attractiveness of a market. These forces affect the ability of a company to serve its customers and make a profit. A change in any of the forces normally requires a company to re-assess the market place.
The larger serving size of Great Cups of Coffee is perhaps the most apparent gage that will improve appeal for the company’s customers. Receiving extra of a proportionately quality product for a comparable price obviously works as an enticement for customers to prefer Great Cups more than the opposition. While customers identify with a better quality and superior taste with fresher coffee, Great Cups supports its effective model of serving coffee that has been roasted no more 72 hours ago and that is blended and ground right at the store. Great Cups also provides as an unintended marketing method community bulletin boards and assists with book club gatherings as well as
Wandering in Seattle, you can see a lot of people holding a cup in their hands. What are they all drinking? Coffee! The smell of coffee may represent one of the Seattle’s tempting scent. People in Seattle have a great fancy of coffee. It might because of the rainy days in Seattle, coffee might be seen as an element to enliven the dank life. Also, it might because people here are really relaxed. Coffee has already entered into the spirit of Seattle. Coffee shops scatter in every corner of Seattle. People always like to bring magazines, newspapers, and laptops there for reading, chatting, surfing the internet, and working. Enjoying the wonderful atmosphere in coffee shops after the busy work is a wonderful way for people to relax themselves. The coffee culture has promoted economic consumption level in Seattle. The annual coffee consumption in Seattle is huge, and Seattle is the origin of the world’s largest coffee shop chain, Starbucks. It was first opened in Seattle in 1971 with an invisible shop in the Pike Place. But nowadays, Starbuck owns more than 6000 branches all over the worl...
Coffee is grown all over the world and is a product that brings hedonic value to the customer. Since this product is consumed on a regular basis by many individuals seeking to meet their hedonic needs, price is very important. Consumers want to feel that they are purchasing a brand of coffee that they enjoy at the lowest price possible. Price harmonization has become a very important concept with the increase of technology, specifically the internet. The internet has allowed consumers the power to easily purchase from varies sellers and producers, both nationally and globally. Consumers have the power to check prices on products or goods
1.2. Compare Buyer behavior and decision making process in different situation (P 1.2) ......... 4
Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.
In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.
Coffee is much more than the hot, black liquid that millions of us drink every morning; it is a worldwide commodity that has been keeping us awake for hundreds of years. It seems that a coffee shop can be seen on every shopping center and a coffee pot in every work break room. Our lives today revolve around coffee, regardless if we drink it or not, and ironically it not only stimulates of senses but also our economy. We wouldn’t be able to imagine Bill Gates not with his cup of coffee making Microsoft in his garage, or Henry Ford waking up early to perfect the auto industry and the assembly line. The economics of coffee may not be a simple one to study, but it is one you will be kept up all night learning about.
Compare the globalization approaches of Starbucks & McDonalds The parameters to be used for this comparison are:
In 2003, Starbucks was listed as one of the Fortune 500. Despite the ongoing recession, the company had managed a 31% increase in net revenues for the year. This was reasonable, considering they only spent about 1% of total sales on marketing. All of this, coupled with the fact that they were popular with customers and employees, was a sure recipe for success.
From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase. Not all purchases require following all five steps to a T, but consumers, whether they know it or not, follow a version of this model when making a purchase. Companies also use this model in order to effectively market their products and services. A company
How should McDonald’s respond when ads promoting healthy lifestyles featuring Ronald McDonald are equated with Joe Camel and cigarette ads? Should McDonald’s eliminate Ronald McDonald in its ads?
Caf? Expresso, as the first mover in the coffeehouse marketplace, which has expanded quickly and become one of the ?big three? players in the global coffee shops chain. However, recently this company is continuously facing a lot of problems in terms of its staff, easy-copied business model and product range, resulting this company lost its leading position to the number three. Therefore, its adjusted visionary goal is ?return Caf? Expresso to the number one position in the marketplace? (Beardwell, 2010). To achieve this goal, Caf? Expresso identifies ?the coffee drinking experience? is significant to achieve competitive advantage and customer value-added, which was delivered through three key elements (graph 1),
Purchasing process is the process of buying the right material, at the right quantity, at the right moment, at the right price and from the right supplier ( Heinritz et al, 1986). It can also be defined as the way an organisation behaves towards it suppliers, as suppliers are the pillar of strength for all organisations at large. According to We...
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.