You are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan.
Consumer/Marketplace Insights and Micro-Moments
Resource: Read the articles from the University Library.
Perform a price/quality segmentation analysis using the resources provided in the University Library. (You can see an example of this in Topic 9 of your textbook/reading material). You will need to search for and visit the websites of the different chains to help you determine their proper placements on the segmentation axes to place The Westside Coffee Company in its appropriate place. Use the coffee chains mentioned in the University Library article titled “Leading Coffee Chains.”
Identify 8 to 10 insights you learned from the research study.
Illustrate observational learning by visiting a local coffeehouse and list insights that confirm or differ from the research findings.
Create a micro-moments map on a table or spreadsheet with 4 columns. Under each heading, fill in all the things a new customer who has never heard of The Westside Coffee Company might want to know before visiting.
Based on your micro-moments insights, review The Westside Coffee Company website and make 4 recommendations for improving the site.
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