Canyon
Coffee Co. 1
Presented by: Izzy, Rachel, and Hannah
Table of Contents
pg. 1-3 ………………… Analyzing the Situation
pg. 4-6 ………………. Analyzing the Organization
pg. 7-9 ……………….. Analyzing the Publics
pg. 10-11 ………………. Setting Goals and Objectives
2
pg. 11-12 ……………… Creating Action and Response Strategies
Current Situation
● shop and staff started by
Esther & Jennifer’s dream
○ two locations including New
Bethlehem (2018) & Clarion
(2021)
● Biggest set-back? Large scale 3
competitors & disconnection
from college community and
locals
1
Consequences
● Need for greater
● Dynamic demographic
community
shift with departing
awareness and
college students
understanding
● Limited advertising
○ social media
○ word of mouth
2
Resolutions & Research
Initiate consistent advertising
● Social media
● Community events
● Flyers, posters, business cards
Research
● Interview w/ internal sources = accurate
● Next action needed = understand public's’ opinions
○ Create survey to provide qualitative results
3
Organization Analyzation
● Internal Environment:
○ Performance is great with the
consideration of:
■ Customer service and organization
■ Consistent quality of products
■ Clear expectations met by
6
employees involving policies,
procedures, and responsibilities
● Main focus for future:
○ Utilizing consistent networking, menu
expansion, and maintaining positive
environment
4
Organization Analyzation
● Public Perception:
○ Mixed perceptions due to:
■ Removal of student discount
■ Occasional out of stock items on
menu
7
■ Positive staff & environment
■ Quality of products
○ Reputation remains overall favorable
and satisfactory
5
Organization Analyzation
● External Environment:
○ Consistent customer base with consideration
of departing college students over breaks
○ Limited opposition from Competitors
■ Dunkin -- rewards programs/drive thru
■ Starbucks -- “eagle dollars”
■ Michelle’s -- long-standing credibility
8
within community
○ Inflation, covid-19, and departure of students
= main hindrances
○ Needs competitive edge
■ Create connections & partnerships w/ local
personnel
6
Public Analyzation
Major Publics Consumers:
● Community members ● Regulars
(ranging from 35-50 ● Mostly women
years old) ● Aware of competition
● Students (17-22 years 9
old)
Key Publics
● Community members
(ranging in all ages)
7
Survey Results
Values Impactful Content
● Family Social Causes Consumption
● Honesty ● Education ● Social Media
10
● Happiness ● Healthcare ● TV Shows
● Integrity ● Human ● Books
Rights ● Websites
8
Survey Results Continued
Currently: Future Outlook:
● Not a first option for coffee ● Increased involvement with
● Not cost-efficient students
● Hosting local events
● Expanding menu options
11
● Capitalize on comfortable
and calm environment
9
Goals
● Reputation Goal:
○ Be perceived as a positive, friendly brand
● Relationship Goal:
○ Form a better connection with the Clarion Community
12
● Task Goal:
○ Spread awareness by hosting events, passing out flyers,
and being more active on social media
10
Objectives
● Awareness
○ More engagement with Community members as well
as Clarion University students utilizing social media
● Acceptance
○ Utilize surveys, focus groups, and interviews to
analyze any changes Canyon could make to be more
13
accepted by the community
● Action
○ Fulfilling the community’s wants and needs
11
Proactive Strategies
Action:
● Hosting events to bring in
the community
● Bettering audience
engagement by creating
14
interactive posts on social
media or by walking around
handing out flyers/coupons
12
Proactive Strategies
Response:
● Possible construction of a
wheelchair accessible ramp
● Loyalty cards
● Releasing an apology to the
handicapped members of 15
the community
13
Thank You!
16
