Midwest Coffee Roasting Co Service Marketing Evaluation

Lauren Rahman | Ryan Eash | Robby Ciganek | Brandon Mead

HistoryIntended Audience

Mission

“The value of identity, of course, is that so often with it comes purpose.”-Richard R. Grant

Don’t just drink coffee, experience it.

Ideal ModelVisual Model

Branding: organic, simple, inviting, quality, high value

Setting: effective, inviting

Appearance: trendy, warm

Process: signage,

easily understood

Service: quick,

quality, persona

l

Product: organic, simple, home-

roasted, delicious

Markee Item: Fresh Brew Pure

Organic Coffee

Drinks & Simple Food

Items

People: friendly, good

relationships

Workers: skilled, friendly

Customers: trained,

loyal

Friendliness

Knowledgeable

Quality

Organic

“The most serious mistakes are not being made as a result of wrong

answers. The truly dangerous thing is asking the wrong question”

-- Peter Drucker

Focus AreasFocus Questions

“The difference between something good and something

great is attention to detail.”-- Chuck Swindoll

Tools

Focus GroupClient

Report/Interview

Observational DataPrice Study

Mystery Shopper Reports

Customer SurveysCustomer Interviews

Strengths

“Change almost never fails because it's too early. It almost always fails because it's too late.”  –Seth Godin

Weaknesses & Recommendations

Atmosphere, Events & Promo

Service Process

Backstage

Benchmarking

Lack of direction, not lack of time, is the problem. We all have twenty-four hour days – Zig Ziglar

Implementation Plan

Long-Term Implementation Focus

Backstage: Longetivity

Atmosphere & Events: Variety

Service Process: Updating

Benchmarking: Consistently the Best

Three Year Implementation Focus

Backstage: Expansion

Atmosphere & Events: Polishing

Service Process: Coping w/ Demand

Benchmarking: New Competitors/

Positioning

Two Year Implementation Focus

Backstage:

Efficiency & Review

Atmosphere & Events:

Adjustment & Customer Satisfaction

Service Process:

Knowing the Customer

Benchmarking Environmental Scanning

& Organic/

Homemade

Immediate Implementation Focus

Backstage:

Regulation

Atmosphere & Events:

"Home-like"

Service Process:

Speed & Layout

Benchmarking:

Organic & Homegrown/roasted

Q & A