Kool Beans and Brew is exploring entering the German market by opening a café/bar in Berlin. The team analyzed Germany's country and industry information, current competitors in the local market, comparative product analysis, government subsidies available, growth risks and challenges, current and future consumer demand, consumer needs based on survey research, existing and emerging consumer segments, and macro-segmentation variables affecting success. The team's objective is to open Kool Beans and Brew in Berlin to target working professionals and students aged 20-35 using a foreign market entry strategy of licensing agreements and differentiation. The café will offer locally roasted coffee, teas, pastries, sandwiches and gluten/sugar-free options alongside beer and blended coffee drinks. It aims to provide
Karl Aussia academic brief: coffee brand building researchKarl Aussia
Select edits from a recent research project used to inform a hypothetical student brief along for teaching brand building including new product development (NPD) and activation.
Students are asked to evaluate and utilise this research into the current coffee sector before proceeding to create draft strategies to help achieve our hypothetical coffee brand (Brand X) to achieve their vision - bringing it to life by creating a brand strategy – creative platform, creative brief and integrated communications approach that can include activation concepts:
Created by Karl Aussia | creativeunion.net
Coffee and Ready-to-Drink Coffee in the U.S.: Retail & Food Service, 8th Edit...MarketResearch.com
Make no mistake, coffee is big business: Packaged Facts forecasts that retail and foodservice sales of coffee will top $48 billion in 2014. Of this amount, we expect $11.2 billion (or 23%) to come from retail sales and $37 billion (or 77%) to come from sales at foodservice establishments.
Karl Aussia academic brief: coffee brand building researchKarl Aussia
Select edits from a recent research project used to inform a hypothetical student brief along for teaching brand building including new product development (NPD) and activation.
Students are asked to evaluate and utilise this research into the current coffee sector before proceeding to create draft strategies to help achieve our hypothetical coffee brand (Brand X) to achieve their vision - bringing it to life by creating a brand strategy – creative platform, creative brief and integrated communications approach that can include activation concepts:
Created by Karl Aussia | creativeunion.net
Coffee and Ready-to-Drink Coffee in the U.S.: Retail & Food Service, 8th Edit...MarketResearch.com
Make no mistake, coffee is big business: Packaged Facts forecasts that retail and foodservice sales of coffee will top $48 billion in 2014. Of this amount, we expect $11.2 billion (or 23%) to come from retail sales and $37 billion (or 77%) to come from sales at foodservice establishments.
This marketing project is to rebrand Maxwell to attract Millenials who are in lower- or middle- class within urban/suburban areas. (MKT 300- School of Business at UW-Madison)
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This marketing plan was part of the International Marketing course with Prof. Marco Protano at HULT International Business School.
This marketing project is to rebrand Maxwell to attract Millenials who are in lower- or middle- class within urban/suburban areas. (MKT 300- School of Business at UW-Madison)
Xiaomi - Germany market entry marketing strategy - MBA, HULT International Bu...Friedrich Arnold
The strategic opportunity for Xiaomi in the German smartphone category is to gain 5% market share by Q1 2016. This opportunity arose from Xiaomi’s critical ecosystem of competitive advantages enabling the manufacturer to create superior value to German consumers for a lower price than the current market leader, Samsung.
After evaluating the two strategic alternatives, entering or not entering the German market, I concluded to Enter the German market, invest RMB 59 MM upfront to breakeven during the 2015 Christmas sales and achieve a 5% market share by Q1 2016.
This marketing plan was part of the International Marketing course with Prof. Marco Protano at HULT International Business School.
This report covers those establishments where coffee is the primary sales item or the main selling point to attract consumers. They are based on the European and North American coffee shop models, offering a wide variety of coffee drinks, eg cappuccino, latte, mocha, etc. Other items are usually on sale, such as pastries, pasta, tea, coffee beans etc. However, the food offer may be restricted
Entering in New Market- Coffee Chain in Brazil- international marketingSuman Bhattarai
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Presentation of the main results of a recent study which analyses the evolution of value distribution within the coffee sector, evaluates the social and environmental impacts generated along the chain, and estimates the hidden costs offset on public authorities and third parties. This analysis is based on detailed case studies of value chains between France (on the consumption side) and Colombia, Peru and Ethiopia (on the production side). Discussion wase followed by a debate on what kind of public policy measures could be put in place.
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Sử dụng mô hình Five Forces của M.Porter, để phân tích sức hấp dẫn nghành tiêu thụ cà phê, cụ thể là đối với các mô hình quán cà phê hiện đại như Starbuck, The Coffee House, Urban Station,...
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Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
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It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
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students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
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Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
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Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
1. Kool Beans and Brew
German Market Entry
Team Members:
Jillian Fowler
Daniela Krajacic
Crystal Kappel
Rozel Bepari
Richard Nodal
2. Country Information
Capital of Germany is Berlin.
Population is approx. 81 million.
Ethnic Germans compose 91.5%
German is the official language.
Current economy is the 5th largest in the world.
Primary Natural Resources : coal, gas, lignite, natural gas, iron
ore, copper, nickel, uranium, potash, salt, construction materials,
timber, and arable land.
“Germany has one of the world's most technologically advanced
telecommunications systems; as a result of intensive capital
expenditures since reunification, the formerly backward system
of the eastern part of the country, dating back to World War II,
has been modernized and integrated with that of the western
part” (CIA World Factbook, 2012).
3. Industry Information
Global cafés/bars in Western Europe account for
40% of global value sales in 2010.
In the Café/Bar Industry 4 types exist: Cafes,
Bars/Pubs, Juice/Smoothie Bars, and specialist
coffee shops.
“For cafés/bars, the key advantage relative to
other operators will remain its status as a
bastion of local drinking culture, offering a social
component unmatched in any other category”
Euromonitor, 2011).
4. Current Competitors in Local Market
95 competitors in the Local Market
The TOP 3 in the local market:
Balzac is in the middle of city life you can read
and do your academic studies. They offer
macchiatos, coffee, banana bread, and lunch
bread products.
Manalo is a coffee spot with a dinner/restaurant
feel. They offer coffee, teas, chocolates, salads,
breads, and pies.
Starbucks is an American coffee chain that is
filled with tourists and working people, but not
very comfortable and individual. They offer
sweet muffins, nibbles, and bagels.
5. Comparative Product Analysis
In Western Europe $175 Million vs. the US is
$450 billion.
Globally coffee culture is increasing. 40% of
Café/Bars are located in Western Europe.
“Rising competition has dramatically
increased the number of operators offering
the types of products other cafés/bars
specialize in - coffee/tea, alcoholic drinks,
and experience - placing severe pressure on
what are often small, independent operators,
forcing many to close their doors”
(Euromonitor, 2011).
6. Government Subsidies/Interventions
Very difficult for a foreigner to qualify for
government subsidies.
A business plan is needed in order for the
government to review.
Subsidies up $150,000 from the German
government.
A health and food inspection is also
required before permits are granted for
food to be served on premises.
7. Growth Risks and Challenges
Trend indicates that chained brands are
becoming popular among German
consumers.
If this continues, consumers will less likely
consider independent alternatives.
One of the largest threats in Germany is
from large chained shops like Starbucks.
They will be expanding their presence into
untapped markets.
8. Current Consumption/Future Demand
German consumer trends have changed
rapidly with large and independent coffee
shops emerging in the market.
The current trend among consumers is
now trendy and flavored coffees.
Future demand will consist of anything in
the market which differentiates itself
from the rest.
9. Consumer Needs
The local demand of a Café/Bar is a very profitable
market to enter in Berlin, Germany. “Coffee
consumption has been traditionally high amongst
German consumers, with per capita consumption
of 150 litres per year and 70% of consumers
drinking coffee regularly, according to figures by
the European Coffee Federation (Euromonitor,
2012).
Germany is a coffee dominated industry.
Consumers are also looking for a pleasant place to
consume coffee in.
Consumers also need modern technology and
conveniences like Wifi as they consume their
coffee.
10. Survey Research
Specialty coffee and tea drinks are preferred by young adults
Coffee variants like lattes and cappuccinos & tea variants like chai
latte
Drinking coffee is a cultural experience
Consumers value nice coffee shop atmosphere and socializing with
friends and family
Preference for gourmet coffee, fair trade certified, freshly locally
roasted
Preference for health conscious snack/food menu
including ingredients that are organic and/or locally sourced,
sustainable and otherwise eco-friendly
Drinking coffee - affordable indulgence, part of lifestyle
Prefer “to go” option when needed
In-store entertainment: added benefits - live music at night, beer
Favorable attributes: Wi-Fi, mounted iPads, Mobile pay App, Reward
Stars
11. Existing and Emerging Segments
Concept of Gemütlichkeit (“akin to cosiness”)
increasingly present in Berlin’s cafés
‘Third Wave’ artisan espresso bars reflect the
demands of an increasingly international
population: café becomes the office
The “third place” concept encourages longer
stays and more frequent visits
A typical customer is:
“young, trendy, discriminating” Berliners
“a professional, a creative, a world citizen…
cosmopolitan, often multilingual, aware of
food, music, and fashion; friendly and open”
12. Macro-Segmentation Variables
In 2010, , Germany held the largest total annual disposable income in
Western Europe, as well as one of the largest in the world (US$2.1
trill).
Income inequality is low and between 2010 and 2020, it will only rise
moderately.
The middle class is large - 31.5% of all households in 2010.
High savings rates, but real per capita consumer expenditure will
increase only by 9.5% over 2010-2020.
Germany had the most foreign citizens in Europe in 2011 (7.2 million).
Economic immigrants bring a young and dynamic workforce, which
is providing commercial opportunities and offsetting the country’s
rapidly ageing population.
Berlin has the highest urban population in Germany. Berlin urban
population has been steadily increasing.
Thus, Berlin is a very suitable central location for opening of a first
Kool Beans & Brew café/bar.
13. Other Variables Affecting the Success of Kool Beans & Brew
Private consumption will increase from 1.4 % in 2011 to 1.7 % in 2013.
Activity will further increase as confidence improves and domestic demand
strengthens.
The positive rebound in private consumption will be enticed by strong labor
market performance, low deleveraging needs and favorable financing
conditions.
Business confidence should be further boosted by the expected recovery of
world trade and the rest of the euro area.
Café/bars and specialist coffee shops appeal to different type of customers -
either youngish or elderly consumers:
Kool Beans & Brew will position its outlet to appeal to a younger target
group, including students and young professionals.
The positive development of café/bars market is greatly due to the economic
recovery in 2010 and 2011.
The proportion of food in cafés/bars total foodservice sales has increased from
year 2006 to 2011:
Due to extended food offering and a wider selection of products
Kool Beans & Brew featuring a limited health conscious food menu.
14. Team Objective
Open Kool Beans & Brew In Berlin, Germany.
95 different competitors that sells Coffee.
Many indirect competitors.
Team is betting on the differentiation.
Promoting the predominately through social
media.
Kool Beans & Brews mission is to provide
highest possible quality coffee, food, beers,
service and espresso using the state of art
technologies, and provide a place to relax,
socialize and have access to communication and
related technologies.
15. Target Market
Kool Beans & Brews will focus on
working professional and students
between the ages of 20-35
Focus will be given to health conscious
consumers
16. Foreign Market Entry
Licensing Agreements
Bonanza Coffee Roasters
Neumann Kaffee Gruppe
Berliner Bürgerbräu
Differentiation strategy
Cater to Berliner’s by appealing to their “lingering”
coffee shop culture
Kool Beans & Brew brings an innovative café design
that combines a relaxed atmosphere with an interactive
technology setting
18. Product/Service Information
Kool Bean & Brew Services
Extended hours between 8 AM – 2 AM
In store Entertainment to enhance customers
experience likely to increase revenue
Place for relaxation, social hour, and leisure
with an at home feeling will help create loyal
customers
Wi-Fi service as well as mounted iPads for
work, and study.
Absolutely the best possible customer service.
19. Product Positioning and Brand Image
We will adapt our product to the target market by
consumer and brand ourselves within the market in
Germany by 5 ways:
Online Marketing as the future of food service
branding
Focus on the dining experience
High-margin items in the spotlight
Health and wellness
Spicy International flavors
Absolutely the best possible customer service.
German Café Culture will be integrated.
20. Pricing Strategy
Annual disposable income in Germany is forecasted to
increase over the next several years.
Kool Beans & Brew will adopt the following pricing
tactics:
Short-term pricing tactic – Kool Beans & Brew will
adopt a competitive pricing strategy in the short
term.
Long-term pricing strategy – Kool Beans & Brew
will adopt a diversification strategy which allows our
menu to have pricing variety.
Diversified Menu will help drive profitability
Profit margin expectation is 15%
21. Location and Promotion Strategy
Singlelocation in a central city area -
Kreuzberg quarter of Berlin.
Café will cater to German’s “lingering” coffee
shop culture
Primary Promotion Strategy: On-line
advertising and social media.
Internet is available to most Germans, with
67% of people using the internet in 2009.
Introduction of the Kool Beans & Brew App
Editor's Notes
Hello....thank you for your time today. Please allow me the opportunity to introduce our team. They are Jillian Fowler, Daniela Krajacic, Crystal Kappel, Rozel Bepari, and myself Richard Nodal. We intend on launching our business venture, Kool Beans and Brew within the Berlin market. I am excited to now share with you our research and strategic market approach for the next biggest coffee café in Berlin....Kool Beans and Brew.
These are the most important facts of Germany: The capital is Berlin, Population is Approx. 81 million, Ethnic Germans compose 91.5%, German is the official language, Germany is 5 th in the world, The Primary Natural Resources : coal, gas, lignite, natural gas, iron ore, copper, nickel, uranium, potash, salt, construction materials, timber, and arable land.
I think all the above needs to be said verbatim.
There are 95 competitors, but just to name the top 3 are Balzac, Manalo, and Starbucks. They all offer coffee, munchies and a different type of environment setting.
All above should be said.
It is very difficult for a foreigner to come into Germany and qualify for government subsidies. The best option is to pursue a loan through the German Small Business Association. In order to accomplish this one must first develop a business plan and submit it to the German Small Business Association board for approval. If successful, this can provide up to $150,000 of capital to start a coffee shop within the boundaries of Berlin. Regarding, government intervention, There are the usual business licenses and sellers permits that need to be granted. Our team is working hard to achieve all of the necessary licenses and is confident we will be successful.
The trend indicates that such chained brands are becoming increasingly popular among German culture. This will certainly pose a risk for Kool Beans and Brew. As popularity grows within this chained market segment, German consumers will less likely look to unchained alternatives. This will undoubtedly present a risk for our business venture. It is becoming more of a trendy market than anything else. Independent cafés face keen competition with chained specialist coffee shops. Especially chains like Starbucks are enjoying increased popularity. With respect to such brands, it is not only about the coffee, but also about lifestyle.
Coffee is very popular in Germany and consumers have begun to assimilate it into their culture as a trend. It is a constant battle between competitors to make the more better-tasting coffee. Future demand translates into a coffee which differentiates itself from the rest. Something the consumer has not already experienced. Kool Beans and Brew intends to satisfy this demand with not only its fresh roasted beans, but with its local brewed beer, pastries, muffins, scones, and teas. Its’ warm, comfortable ambience and extended lounge hours will make it stand out from the rest.
The local demand of a Café/Bar is a very profitable market to enter in Berlin, Germany. Germany is a coffee dominated industry cafés are less common that offer snacks, gourmet coffee with a lounge/bar social comfort feel. In addition to regular coffee consumption, consumers are also looking for an appealing place in which to consume coffee in. Our competitors offer good tasting coffee and a desirable place in which to enjoy it in. Kool Beans and Brew will satisfy these needs as well as offer conveniences such as the latest technology and Wifi. These are all things that consumers expect and appreciate as they choose where to spend their consumer dollars.
Primary research using a survey was conducted. Survey results revealed that the traditional pattern of drinking standard filtered coffee has changed with the growth of chained and independent coffee shops. Verbatim from slide - connect while reading so it makes sense, read it shorter if needed since presented on slide
The concept of Gemütlichkeit (meaning “akin to cosiness”) is increasingly present in Berlin’s cafés. The so-called ‘Third Wave’ of coffee is spreading from east to west of the city. The introduction of artisan espresso bars is amounting to something of a revolution in coffee consumption. It reflects the demands of an increasingly international population for whom a café becomes the office. Germans did not have a culture of indulgence. The city was not known for gourmet things. It changed through the people who moved to Berlin, as the city became more international. While leveraging the “third place” concept that encourages longer stays and more frequent visits, Kool Beans & Brew will cater to those “young, trendy, discriminating” Berliners who love to indulge in high quality gourmet coffee.
Verbatim from slide
Verbatim from slide – feel free to shorten it while reading if seems too much, since audience can read from the slide
Kool Beans & Brew will open in Berlin, Germany. The cafe will face 95 competitors, and many indirect competitors including retail stores that sell coffee beans. Needless to say market is very saturated. We will be focusing on Differentiation. Kool Beans & Brew will be promoted predominately through social media. In a nutshell, Kool Beans & Brew’s objective is to provide highest possible quality coffee, food, beers, service and espresso using the state of art technologies, and provide a place to relax, socialize and have access to communication related technologies.
Our focus for our target market is going to be men/women, working professionals and students, between the ages of 20-35. According to a Euromonitor International, “Cafés, bars/pubs and specialist coffee shops appeal to different type of customers. While independent cafés are mainly visited by middle-aged consumers and families, specialist coffee shops usually have a much younger target group, including students, young professionals and couples. We will also brand ourselves as a place for health conscious consumers.
Kool Beans and Brew will enter the German Market by licensing the use of products through Bonanza Coffee Roasters, Neumann Kaffee Gruppe, and Berliner Bürgerbräu. Kool Beans & Brew has eliminated the risk of introducing a brand of coffee and beer that would not meet the tastes of our target market. As part of our differentiation strategy, Kool Beans & Brew will cater to Berliner’s by appealing to their “lingering” coffee shop culture. To do so, we will enter the market by bringing an innovative café design that combines a relaxed atmosphere with an interactive technology setting.
Verbatim, or whatever makes it sound better.
Verbatim, or whatever makes it sound better.
The lifestyle of many working professionals is busy and hectic. In Germany they work long hours and often grab quick snacks and bites to eat. In order to focus on a target market we need to focus on consumer spending. The focus of many consumers is price, quality, recommendations, and branding. We will adapt our product to the target market by consumer and brand ourselves within the market in Germany by 5 ways: Online Marketing as the future of food service branding Focus on the dining experience High-margin items in the spotlight Health and wellness Spicy International flavors Our research has shown that the German culture favors ambience and special environments with comfort, art, vintage, music, and uniqueness. We will brand our establishment as a unique café/lounge to our consumers with an at home feeling
Annual disposable income in Germany is forecasted to increase over the next several years. By 2019, the per capita disposable income in Germany is expected to be over U.S. $25,000. This positive forecast along with the German cultural tendency for frequenting cafés has played an integral role in setting Kool Beans & Brew’s pricing strategy. Kool Beans & Brew will adopt the following pricing tactics: Short-term pricing tactic – Kool Beans & Brew will adopt a competitive pricing strategy in the short term. With Starbucks being a primary competitor, we will focus our pricing to be approximately 10–20% below Starbucks. Kool Beans & Brew will initially be priced between Starbucks and McDonald's McCafe. Long-term pricing strategy – Kool Beans & Brew will adopt a diversification strategy which allows our menu to have pricing variety. . Kool Beans & Brew will offer a diversified menu that includes higher profit earning products such as pastries, espresso and Iced-coffee beverages. “Snack and beverages often have high mark-ups, especially beverages (espresso-based drinks, smoothies, alcohol). High-margin items help maximize profits and help offset the effects of discounting” (Euromonitor International, 2011). Food Service (i.e. pastries) will be a key driver in Kool Bean & Brew’s revenue. In Germany, nearly 60% of sales in Cafes and Bars were driven by food. (Euromonitor International, 2011). As a smaller operation, the management at Kool Beans & Brew will maintain tight expense and labor cost controls and as a result believes that a 15% profit margin is attainable.
Our high-end café/bar named “Kool Beans & Brew” will enter the German market as a single location in a central city area - Kreuzberg quarter of Berlin. At night, the café/bar will also offer craft brews from the local brewery and have an in house pastry maker. The café/bar will be open daily, offering free Internet and live music at night in order to cater to the German “lingering” coffee shop culture. Online advertising and social media are the relatively easiest ways to reach consumers and is often cost effective. Germany is a developed country with highly evolved technologies. Internet is available to most Germans, with 67% of people using the internet in 2009. Kool Beans & Brew will focus on the online marketing and social media, as well as implementing technology-based services such as mobile pay using the Kool Beans & Brew App and a scanner. The app will allow the customers to perform the scan themselves and this fast and easy option.