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Case 2 Beano's Cafe

This document contains information about students attending a class on marketing strategies. It lists the names and student IDs of 5 students in the class. It also provides the class details including the group, day, time, and location. The remainder of the document discusses the background and key markets of a café called Beano's, how it segmented and targeted its market, how it differentiated itself from competitors, examples of customer experiences, and principles of market targeting.

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Diyanah Akop
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2K views15 pages

Case 2 Beano's Cafe

This document contains information about students attending a class on marketing strategies. It lists the names and student IDs of 5 students in the class. It also provides the class details including the group, day, time, and location. The remainder of the document discusses the background and key markets of a café called Beano's, how it segmented and targeted its market, how it differentiated itself from competitors, examples of customer experiences, and principles of market targeting.

Uploaded by

Diyanah Akop
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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STUDENT NAME NORHAMIZAH BINTI RAHIM HANI NAJMI BINTI KHALID NUR HAZIQAH BINTI MOKHTAR

MATRIC NO. SEF090026 SEF090011 CEA110078

GROUP: 4B CLASS: MONDAY VENUE: BSB04 DATE: 26 MARCH 2012

NURUL DIYANAH BINTI AKOP

CEA110088

Company background : Successful and popular caf.


Has branches throughout country. The cafs has variety characterized.

Key market
The creator saw problem entering Egyptian market. Beanos wanted to increase its market share and target

new segment.

Market Segmentation

Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes

Demographic : Age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality

Market Targeting

The process of evaluating each maarket segments attractiveness and selecting one or more segments to enter

They target the segment of age

Beanos Caf positioned itself as an affordable, modern

caf with a lively, and entertaining environment.


Affordable Modern cafe Entertaining environment

Beanos Caf differentiated itself from the competition

Affordable outing Listen to the latest music Use wireless internet

Having a kitchen allows Beanos to offer a larger menu selection Customer can also ask for items not includes in the menu or can modify their chosen item Using ready-made food

Beanos caf experience


Change their name

Put more table in the crowded location Reduce price Management response about the music playing in the cafe Redesign their logo

Principle of market targeting

THIS QUESTION NEEDS YOU TO DISCUSS.

FIRST, DEFINE WHAT IS VALUE.


THEN DESCRIBE IN CONTEXT OF PEGASUS

AIRLINES. IDENTIFY ANY UNIQUE ISSUES IN THE VALUE CREATED BY PEGASUS.

THIS REQUIRES YOU TO ANSWER YES OR NO.

ALSO NEED TO PROVIDE REASONS WHY YOU

CHOSE YOUR ANSWER. REASONS MUST BE BASED ON THE CASE MATERIAL GIVEN. READ THE CASE AND THEN IN YOUR OWN WORDS, WRITE YOUR JUSTIFICATIONS IN POINT FORM.

BRIEFLY SUMMARIZE THE CASE IN TERMS OF

WHAT YOU FOUND, OVERALL MARKETING IMPLICATION(S): WHAT THIS CASE MEANS TO YOU AS STUDENTS. THEN ALLOW Q&A SESSION TO START.

PRESENTERS NEED TO CONTROL Q&A TO LIMIT

UP UNTIL 5 MINUTES MAX. USUALLY AROUND 2-3 QUESTIONS.

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