1. TBE Enterprises
Submitted by
Keon Webb
Senior Consultant of Marketing
November 16, 2015

2. TBE Enterprises
11005 Owings Mills Boulevard
Owings Mills, MD 21117
November 16, 2015
Susan Leeing, Chief Executive Officer
Courtney’s Bagels Café
11000 Owings Mills Boulevard
Owings Mills, MD 21117
Dear Ms. Leeing:
On November 9, 2015, you informed my team and I that sales were steadily decreases and that
you felt Courtney’s Bagels Café needed a new marketing strategy to attract more business. To
help my team and I create a customer-friendly Web site, please send us your financials from the
past three years and previous customer surveys that were conducted.
In this report, my team and I will highlight the following key components:
 Purpose- This states our purpose and objective for helping your company change from
no official Web site to customer-friendly Web site in order to market your business in an
effective way.
 Needs Analysis- This portion of the report will highlight problems that your current
marketing strategy faces such as accessibility problem and sales/marketing problem.
 Solutions for the Problem- In this section of the report, my team and I proposed creating
an official company Web site that is user-friendly. There will also be explanations on
why having a Web site is beneficial for your company.
 Recommended Actions- This part of the report will talk about my team and I
recommend in order for your company’s Web site to be effective like online ordering and
customer comment section. This section will also explain how the Web site will attract
more business and why that is important.
Please review this report and provide us with your feedback by November 19, 2015. This will
give us enough time to be able to implement the company’s Web site by the new fiscal year. If
you have any questions or want any additional information, please call me at 410-777-1480 or e-
mail me at kwebb@TBEEnterprises.org.
From,
KeonWebb
Keon Webb

3. iii
Table of Contents
List of Illustrations iv
Abstract v
Introduction 1
Purpose 1
Background 1
Discussion 1
Needs Analysis 1
Accessibility Problem 1-2
Sales and Marketing Problem 2-3
Solution for the Problem 3
Recommendation 3-5
Conclusion 5
Works Cited 6

4. iv
List of Illustrations
Figure 1 Company with a Web site vs Company without a Web site 1
Figure 2 A Company Without a Web site: Is it Detrimental or Not? 2
Figure 3 Change in Sales From 2007-2012 3
Figure 4 Projection of Sales from 2016-2020 4

5. v
Abstract
This report is about your company’s problem with its marketing strategy. Your company does
not have an official company Web site. My team and I propose creating a customer-friendly Web
site in order to attract more business which means an increase in sales and profit. The topics in
the report that will be discussed are as follows:
 Purpose of implementing a Web site
 Analysis of the problems with the current marketing strategy
 Solutions for the problems with the current marketing strategy
 Recommended actions with implementing a new Web site

6. 1
Introduction
Purpose
This is a proposal for a new marketing strategy for Courtney’s Bagels. This new marketing
strategy includes creating a Web site for Courtney’s Bagels because the company does not have
an official Web site. By creating a company Web site for Courtney’s Bagels, the company will
attract more customers and business.
Background
Since 2013, Courtney’s Bagels Café, has experienced a significant drop in profit of
approximately 30 percent from $1,000,000 to $700,000. Because of this drastic decline in profits,
your company has had to terminate several employees in order to save the company money.
Some of the employees have worked at Courtney’s Bagels Café since the company first started.
To terminate over 100 of these employees, your company had to offer healthcare for as long as
18 months and assist the employees with finding another job.
Discussion
Needs Analysis
Accessibility Problem: Your company does not have an official company Web site and
this creates an accessibility problem. Without the Web site, customers only can find information
about the company in person when they come into your establishment. For some people, that
may be an inconvenience because they may not have the time to stop by store for information.
Figure 1 is a pie chart that explains a survey conducted with 20 of your customers on
whether they believe accessibility is easier with a company is with a Web site versus a company
without a Web site.

7. 2
Figure 1 Company with a Web site versus Company without a Web site pie chart
Sales and Marketing Problem: Companies without Web sites tend to have problems with
marketing and getting their product/ service recognized. Since your company does not have an
official company Web site, potential customers may not know about your company’s products/
services. The following are common problems found with companies that do not have a Web
site:
 No online ordering is available (Tunks, 2014)
 Consumers cannot see what they want unless they come in the store (Tunks, 2014)
 Consumers do not know what a company sells unless they go in the store (Tunks, 2014)
 Consumers might not know the address of the establishment (Tunks, 2014)
 Consumers may not get the company’s phone number as fast as possible (Tunks, 2014)
 Not able to reach a wider audience (Tunks, 2014)
 Competitors have an advantage over your company (Tunks, 2014)
 The business may not be seen as credible (Tunks, 2014)
Figure 2 is a table that shows another survey conducted with 10 marketing experts on
whether marketing a business without a Web site is detrimental or not to that entity’s overall
operations.
Figure 2 A Company Without a Web site: Is it Detrimental or Not? Pie chart
These problems are significant since your company does not have a Web site because
ultimately this puts Courtney’s Bagels Café at a disadvantage. Your competitors that have Web
sites will have an advantage over your company which means all of your customers could
potentially go to a competitor rather than stay loyal to your company. If people do enjoy or want
to try Courtney’s Bagels Café and cannot access it easily through a Web site, then your business

8. 3
will only be accessible for those who come to the physical location of your store. This cuts a
huge portion of potential customers because everyone has access to Internet which operates
24/7.Even if the physical location was closed and you had a Web site, all of your company’s
content would be able to be seen. Without having a Web site, your company could experience a
significant decrease in the amount of business that your company is used to.
Solution for the Problem
The current marketing strategy for Courtney’s Bagels Café is both ineffective and
insufficient. From 2013 to now, the profits have decreased 30 percent. Courtney’s Bagels using
this same marketing strategy would do nothing but hurt the company more in the long run and
not help your company reach its goals. With the current marketing strategy, there is no way for
your company to expand your customer base. Implementing this new Web site will improve the
company’s sales and profits by 20 percent within the first year. Furthermore, having a company
Web site will strengthen your marketing strategy.
Figure 3 shows how my team and I helped increase sales from 2009-2012 with a
company named Johnson & Co. They also experienced a decline in profit from 2007-2009
because they did not have a Web site when we started doing business with them.
Figure 3 Change in Sales from 2007-2012 of Johnson & Co. line graph
Recommendations
In order to get your business back on track and strengthen your marketing strategy, my
team and I suggest creating a company Web site for the following reasons:
 Accessibility becomes easier and faster for potential customers (Bohi, 2009).
 More people will be attracted to the business (Bohi, 2009).

9. 4
 More people means more business which increases sales (Bohi, 2009).
 A Web site can create an opportunity for long-term clients (Bohi, 2009).
 A Web site can promote online ordering (Bohi, 2009).
 Your company will be on level playing field with its competitors (Bohi, 2009).
 Cost saving (Bohi, 2009)
 Low maintenance (Bohi, 2009)
 Improve customer service (Bohi, 2009)
 Customer convenience (Bohi, 2009)
 A Web site can make your company more credible (Bohi, 2009).
 Keeps customers informed (Bohi, 2009)
 Possibility of reaching a wider market (Bohi, 2009)
 Time saving (Bohi, 2009)
In order for your company to attract more business and be user-friendly, the Web site
should include the following:
 Online Ordering- this will allow customers to order faster if they do not have time to
order inside the store (Bohi, 2009).
 Customer Comment Section- this will allow customers to leave comments and give
feedback on the product and services. This will ultimately help your company know what
to improve on to make the customers experience better (Bohi, 2009).
 Contact Information- this allows customers to call in an order if they want it to be done
by the time they get there. This can also be of use if a customer has a question about
anything pertaining to the business (Bohi, 2009).
 Pictures of Food Items- this allows customers to have a picture of what their choices are
(Bohi, 2009).
 Bolding and Coloring- this will capture the customer’s eyes and highlight the company’s
key items or any specials that are going on (Bohi, 2009).
 Concise content and readability- this make your content easy to read and interactive
which makes the Web site more user-friendly (Bohi, 2009).
 Improved Navigation-this allows customers to browse through your Web site without
getting confused. This makes navigation easy and simple for the customers (Bohi, 2009).
 Logo at the top of the page- this allows customers to know it’s your site and they will be
able to put your company’s name with the content they are seeing (Bohi, 2009).
 Contrasting Color Scheme- this is imperative because of the right contrast between the
content and background. This allows the content to be more legible and easier to read.
Without the right amount of contrast, customers will find it difficult to read the content
(Bohi, 2009).
 Mobile Optimization- this allows customers to have access to your business through
mobile devices such as smart phones and tablets (Bohi, 2009).
Figure 4 shows sales projections over the next five years if your company took the
recommendations that my team and I have suggested for them.

10. 5
Figure 4 Projection of Sales from 2016-2020
First, I would like to take a look at the company’s financial over the past 5 years. Then, I
would like to conduct another survey different from the 2 previously discussed earlier in this
report. I’d survey the customers that come in to ensure I incorporate their feedback with the Web
site I will be designing. This survey will allow me to figure out whether your customers like the
idea of your company having a Web site and if so, what to incorporate in the Web site in order
for it to be successful. The following will be questions on the survey:
 Do you feel it would be helpful if Courtney’s Bagels had a Web site?
 Do you think online ordering would be beneficial?
 Do you prefer to come in to order or would you rather be able to order online?
 Is a company without a Web site detrimental or not to its overall operations?
 Is a company with a Web site easier to access than a company without a Web site?
 If Courtney’s Bagels had a Web site, what would you like to see on it?
 Do you think having a Web site will make ordering food faster and more efficient?
Conclusion
The topics that have been presented are the following: the purpose of this report, needs analysis
which includes accessibility problems and sales/ marketing problems, solutions for the problem,
and recommended actions. My team and I would like to conduct more surveys with your
customers and marketing experts, so we can ensure the Web site will be most effective with
being user-friendly and attract more business.

11. 6
Work Cited
Bohi, Heidi. Effective Web Sites. Alaska Business Monthly, 25(10), 26-29.
Cebi, Selcuk. Determining importance degrees of website design parameters based on
interactions and types of websites. Decision Support Systems, 54(2), 1030-1043.
Fuhrman, Elizabeth. Positive and effective communication. Independent Processor, 8(4), 22-25..
Geissler, Gary L. Designing and Maintaining an Effective Web Site to Facilitate Online
Customer Relationships. Advances in Consumer Research, 29(1), 496-497.
Mithas, S., Ramasubbu, N., Krishnan, M., & Fornell, C. Designing Web Sites For Customer
Loyalty Across Business Domains: A Multilevel Analysis. Journal of Management
Information Systems, 23(3), 97-127.
Park, Yongtae. Lee, Sungjoo. How to design and utilize online customer center to support new
product concept generation. Expert Sytems With Applications, 38(8), 10638-10647.
Thongpapanl, Narongsak. Ashraf, Abdul R. Enhancing Online Performance through Website
Content And Personalization. Journal of Computer Information Systems, 52(1), 3-13.
Tunks, Karen. Websites: Attracting Small-Business Customers. ABA Bank Marketing & Sales.
46(3), 20-25.