Demographic segments
The company will be dealing with disposable coffee cups.
The demographic segments of the company will be diverse and the company will use different methods to serve the targeted market.
The demographics the company will focus on education, sex, age, marital status, occupation and income (Weinstein, 1994).
Because most coffee stores in the city serve children with their non beverage coffee, the new employees, university and high school students the company will focus the products o these restaurants and stores
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Psychographics
Weinstein (1994) described psychographics as based on the activities, opinions and activities of the consumers.
Therefore, the company will base psychographics on how the consumers will spend their time, their preferences and their priorities and their feelings about events ad issues.
Therefore, the company will get involved in corporate social responsibility activities, community and environmental based activities and charities to create an image.
General statement of your customers needs, preferences and expectations for products and services.
Generally the customers of the company prefer well designed disposable coffee cups that are appealing to their clients
The customers also prefer products that are disposable and are environmentally friendly to avoid pollution
The expectation of the products of the company is to be the market leader in supplying of the disposable cups to the companies.
The products are also expected to meet the demand and the desire of the customers
Retail Format
Merchandise: the company will buy raw materials in large quantity and make the disposable cups in sizeable amounts that will retail to different outlets (Bohlinger, 2001).
Services offered: the company will provide delivery service of the products to the clients. The company will also be engaged in recycling of the used products to preserve the environment
Pricing policy: the company will price the disposable coffee cups based on their sizes and designs. The larger cups will be priced more than the smaller cups
Basic advertising and promotional approach: the company will employ personal advertising with the identified clients. Furthermore, use of print media will be essential for disseminating information to many people.
Basic store design and visual merchandising: the company will have the same design store and a logo for identification and visual merchandising in the market. Similar graphics will be displayed in all the subsidiaries for marketing purposes
Store location
The company will be located in the first floor of the commercial building in New York. The floor plan includes a 300 square feet of office and 2200 square feet of the operations are who also include the store and wash rooms. The premises have the necessary electricity and water will only require slight remodeling to accommodate the store and the kitchen
Competitive advantage
To build and maintain customers who are loyal to the company, the company will adopt different strategies (Porter, 1985). The first one is to create quality products at a low cost. This will be cost friendly to the clients compared to our competitors
Our products will also be environmentally friendly. This conforms to the governments regulations on environmental protection and pollution which the clients will like
The company will also provide after sale services such as delivery of the products to their locations.
Mission statement
To establish a company as the premier supplier of best disposable coffee cups in the country while maintaining our principles as we develop.
References
Weinstein, A. (1994). Market segmentation: Using demographics, psychographics, and other niche marketing techniques to predict and model customer behavior. Chicago, Ill: Probus Pub. Co.
Bohlinger, M. S. (2001). Merchandise buying. New York: Fairchild Publications.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.
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