1. Marketing
Strategy
for
Café de Ville
Prepared for: The Lefèvre Family
Prepared by:: Alexandria & Pierre-Louis Lefèvre
aka Liz Long & Janeth Solorzano

2. Proposal Outline for Café de Ville
1. Introduction to Café de Ville
2. Strategic Vision
3. Jersey City: Overview
4. Economic Features
5. Target Markets
6. Strategic Plan
7. Café de Ville’s Business Plan
8. Competitive Forces
9. Management & Benefits
10. SWOT Analysis
11. Marketing Plans

3. Café de Ville
• Owners: Alexandria & Pierre-Louis
Lefèvre
• Family owned business
• Established: 1958 by Lefèvre family
• Product: Bread Company & Cafe
• Plan: Relocate to USA from France
• Place: Jersey City, NJ
• Target Date: December 1, 2011

4. STRATEGIC VISION
• To provide the best coffee house
experience by offering quality and
freshly baked specialty breads and
genuine service in a casual atmosphere
that gathers (converges, strengthens,
stitches) the academic community.
• To provide an effective and efficient
café while providing guaranteed
excellent quality and satisfaction to
our customers.

5. Jersey City: Overview
• Population: (2000 US Census): 240,055
• Area: 14.9 square miles
• Settled: 1660
• Founded: 1838
• Median age: 34.8 years
• Median household income: $46,813

6. Jersey City: Overview
• Part of Metropolitan area
• Historical town
• Commercial & industrial center
• Melting pot with many different cultures
• Up and coming community, ever changing
• Centrally located
• Several Fortune 500 corporations
• 3 Colleges & 6 High Schools in town

7. LOCATION, LOCATION,
LOCATION
768 Montgomery Street
• Property readily available to rent
• Across from Saint Peter’s College
• Saint Dominic’s High School nearby
• Hudson Catholic High School nearby
• Well traveled neighborhood
• Busy street for commuters
• Student Center opening across the street

8. Future Saint Peter’s College Student Center
May 2012

9. Future Café de Ville December 2011

10. Clusters
• Carlo’s Bakery
• Shelley’s • This will ensure the
availability of superior
• Shop Rite resources for production
• BJs • This will give us a network of
business partners that we can
• Pathmark form a relationship with
• Jetro’s • Higher productivity as well as
higher profitability will be
• Monte Leone’s achieved
• Wonder Bagels

11. Clusters of Schools

12. Economic Features
• Number of full-service restaurants: 369
•
The food industry is promising and not over
saturated
• Adult obesity rate:
Here: 22.8%New Jersey: 23.3%
• There is a need for healthy and fresh food for a
region that the adult obesity rate is catching up
with the state’s average rate.

13. Economics
Unemployment as of 2010 is higher in Jersey City
compared to the state.
11.1% in Jersey City
9.6% New Jersey
We will be providing more jobs for the Jersey City
community by opening 3 locations.

14. Target Market:
• The target market are college students, faculty and staff.
• For example, Saint Peter’s College “ has an enrollment
of approximately 3,000 full-time and part-time
students” (3111)

15. Saint Peter’s College
• American Indian/Alaskan Native 0%
• Asian/Pacific Islander 9%
• Black/Non-Hispanic 19%
• Hispanic 23% White/Non-Hispanic 30%
• Non-Resident Alien 3%
• Race/ethnicity unknown 17%

16. Strategic Plan
• Lease building in January 2011, bargain down lease
rates
• Start to form relationship with other similar industries
in area
• Start reconstruction- finish May 2011
• Partially open in June 2011 offering few items
• Grand opening on December 1, 2011

17. COMPANY OBJECTIVES
• Open 3 bakery-cafés in Jersey City by 2012; expand
our café concept to other cities with similar collegiate
demographics.
• Increase operating profit
• Expand Café de Ville’s menu to include more than
coffee and bread as stated in our menu.
• Become the number one cafe for college students by
reflecting their community’s and culture’s personality

18. Café de Ville Menu
Grilled Breakfast Sandwiches French Onion Soup
Signature Sandwiches Irish Soda Bread
Café Sandwiches Specialty teas
Homemade Soups Assortment of Coffees
Fresh Salads. Espresso, Frozen, and Iced drinks

19. Café de Ville Culture
• Student friendly and family
friendly
• Modern style café embracing
technology by providing WI-FI
• Inviting and stimulating
environment
• Peaceful, comfortable ambience
• Jersey City memorabilia
• Assortment of teas,
• Coffee and music

20. Mission Statement of
Café de Ville

21. Customers
• What do they value
• What are they in need of both physically and
psychologically; their social needs
• Develop a strong relationship with
• Provide customer satisfaction
• Targeting students and families
• Offer better quality of food for students and customers

22. Broad Differentiation Strategy
• We will “incorporate • Our service will be:
features that enhance cleaner, safer, quieter, fun,
buyer satisfaction in modern, furnished, student
noneconomic or intangible friendly, convenient, casual,
ways” free web service, creative,
community-driven, friendly
staff, relaxing,

23. Management
• Top-down belief system
• 3 managers, breakfast, lunch & dinner
• Develop a plan for physical distribution
• of goods
• Packaging – special containers
• Provide customer satisfaction
• We will use the best employee policy of empowering our
employees
• We will combat the silo mentality

24. Employees
• Hire students from Hudson County Community College’s
Culinary program
• Hire students from all 3 schools in neighborhood
• Hire 3 managers & 2 cooks/baker
• Medical benefits
• 401K pension
• One free meal per workday
• Paid lunch hour

25. Concerns
• No Parking
• This problem can be solved by reaching out to the closest
parking lot and creating a contract.
• Crime rate
• With the development of SPC’s student center, it is almost
guaranteed that their security will be covering that area.
• Competitive Forces

26. Competitive forces
Local Businesses • These businesses do not
provide the service or the
• Burger King products that we will be
offering. They also do not
• Subway have the ambience that
customers will benefit from.
• McGinley Square Pub
• Astor Bar
• Chicken Delight
• Panda House
• Old Peking Chinese

27. Number of Rivals
• Industry is fragmented into Local bakery competitors:
– Neidas’ Bakery
many small mom and pop
cafe/ bakeries 761 Bergen Ave
– Dunkin Donuts
• Most of our competitors
739 Bergen Ave
that specialize in the
– Christines’s Bake shop
bakery and coffee that
743 West Side Ave
provide a comfortable
– Karen Bakery
environment are located
2801 JFK Boulevard
near the Waterfront (10-
– Papa’s Donut Rest
15 minutes away from SPC)
896 Bergen Ave

28. Number of Rivals
Cafe Restaurants
• Jim S Cyber Café Uncle • Prince of Pizza
841 A Bergen Ave 763 Bergen Avenue
• Dunkin Donuts • Burger king
(again) 748 Bergen Avenue
• JC Soul Food Café • Peking Chinese Restaurant
197 Monticello Ave 746 Montgomery Street
• Earle Café • Chicken Delight
57 Sip Ave 731 Montgomery Street
• Metro City Café • Panda House Chinese
1 Amity Street 735 Montgomery Street

29. Restaurants with Wi-fi
• McDonalds
428 Grand St
• McDonalds
564 Newark Ave
• Jim S Cyber Café Uncle
841 A Bergen Ave
• NYC

30. Industry change
• Economic crisis, people out of work
• College is expanding, building new
center
• City population growing
• No diners nearby
• Closest diner, VIP, is scheduled to close
• People are generally more health
conscious

31. Rival’s strategic
moves
• Change their menu, add healthier foods
• Burger King will always be changing their menu,
keeping up with the times. The quality of their food is
not good. It is still fast food.
• Astor Bar continually changes their menu. However,
they will always be a bar and customers might not find
that an acceptable environment to eat in.

32. Key factors in
Future Competitive success
• Construction of new Student Center at SPC – right
across the street from our Cafe
• Offering a product that we specialize in …fresh bread
that we can eventually sell to other venues in the area,
expanding our business
• Crime factor – SPC security will have a strong presence
due to the new Student Center
• Bread industry/café is not found in this area of Jersey
City

33. Key factors in
Future Competitive success
• The objective is to maximize profits, not market
share
• We do not look to be price leaders
• We look to compete in excellent service
• Our price per meal will be higher than our
competitors:
• Neidas’s Bakery averages is $7 per meal
• Panda’s Chinese average is $5.50 per meal
• Mc Donald’s average is $4.50 per meal

35. Opportunities for
profits
• 3 schools in neighborhood to draw profits from
• Can eventually do deliveries for breakfast, lunch &
dinner throughout Jersey City
• Downtown area is a great target for deliveries
• New student center will bring a lot of action to the area

36. SWOT Analysis
STRENGTH
• Demand: The demand for coffee shops, bakery and quality
products at competitive prices is enormous in the Montgomery
area
• Customer base: The customer base which is the main element
whilst determining the target market is enormous.
• Location: We can attract St Peter’s students and staff,
especially when the new student center will be built in front of
it. We can also attract NJCU students and staff who want a
more inviting atmosphere to study or have coffee.

37. SWOT
Weaknesses:
We will be catering to a high level of customers during the academic school
year but this will change during the summer and various school holidays.
Opportunities:
• Diverse Target market:
• Promotion through embracing culture
Threats:
• Pricing
• Diverse Target market: we have competitors that cater to every
demographic market.
• New entrants and costs:

38. Marketing Plans
• Holistic marketing approach
• Use internet & intranet to advertise
• Advertisements in newspapers & Flyers
• Reach out to schools & Businesses
• Cable commercial
• Develop sales promotion

39. Marketing Strategy
• Building strong online presence through the promotion
of our website features, such as placing orders online.
• Sending Campus Reps
• Facebook and Twitter presence

40. Public Relations
• Develop public relations within community
• Hold special events
• Participate in community service events such as: Relay
for Life
• Get involved in Sponsorship; sponsor teams
• Give back to community – donate bread at the end of
the day
• Work on public relations – person to person

41. Recommendations to
our family
• Move business to Jersey City, New Jersey in USA
• Lease property located at 768 Montgomery Street in
JC
• Make connections with other similar businesses
• Start advertising open positions
• Reach out to all the schools & businesses in area
• Begin promoting business
• Hold Grand Opening of Café de Ville on Dec. 1, 2011

42. References
• Harvard Business Review: Location, Location: The Geography of Industry
Clusters
• Harvard Business Review: Enabling Bold Visions
• Harvard Business Review:
• www.youtube.com
• www.jerseycity.com
• Marketing Strategy, Lectures 2, 3, 4, 5
• http://www.city-data.com/city/Jersey-City-New-Jersey.html
• http://quickfacts.census.gov/qfd/states/34000.html