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美国韦恩州立大学论文代写:咖啡馆的营销策划

一部分,咖啡馆在加拿大市场的成就归因于环境扫描是这些品牌的部分产品和服务能力有效地。例如,所有品牌的咖啡店在加拿大(卡夫食品,只是我们!,踢马,星巴克等)可以采用行为细分消费市场中公平贸易中使用一种方法或其他获得市场份额作为消费者的信念,价值观和观念根植于公平贸易产品。心理细分的策略需要消费者分组基础上的生活方式和个性特征(批发商,2007)利用品牌,只是我们!咖啡馆一直针对年轻、受过良好教育的消费者愿意提供公平贸易产品的溢价(道德消费者,2011),而卡夫食品被浪漫的大学生(被认为是社会和环境意识的一部分客户)的所有生命100%哥伦比亚咖啡品牌(雨林联盟,2004)。品牌使用概要文件分割当地地理变量如区域名称和文化(批发商,2007)被用来区分他们的咖啡来自于竞争对手,从而适应客户服务和产品口味和文化,和定位在靠近他们的目标消费者。

美国韦恩州立大学论文代写:咖啡馆的营销策划

Part of the achievements of Cafes in Canadian markets attributed to environmental scanning is ability of these brands to segment their products and services effectively and efficiently well. For example, all brands of Cafes in Canada (Kraft foods, Just Us!, Kicking horse, StarBucks etc) have been able to adopt a behavioural segmentation in the consumer markets where fair trade is used in one way or the other to gain market share as consumers beliefs, values and perception are rooted in fair trade. Psychographic segmentation that entails the strategy by which consumers are grouped base on lifestyle and personality characteristics (Jobber,2007) has been exploited by brands where Just us! Cafes had been targeting young, well educated consumers that are willing to offer premium price for fair trade products (Ethical Consumer, 2011) while Kraft Foodservice are caught romancing college students (perceived to be part of socially and environmentally conscious customers) with its All Life 100% Colombian coffee brand (Rain Forest Alliance, 2004). Brands utilise Profile Segmentation where geographic variables like areas local names and culture (Jobber, 2007) are been used to differentiate their coffee from competitors and thus adapting their services and products to customers taste and culture, and locating their outlets in close proximity to their target consumers.

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