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Cafe

In: Business and Management

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Large number of customers o What are our desired customer characteristics? What is our theme? o Loyal customer base o Reputation as a place out-of-towners need to visit. Cater to student and prospective student families and out of town fans attending WFU sporting events.
- Small differences between competitors o Try to reduce buyer power through distinctiveness. o Try to differentiate with excellent, super-friendly service. Use fresh and highest quality ingredients. Have both standard and special menu items. Good selection of healthy offerings. Include two-three seasonal or specialty type items on menu every day. Include at least one super-healthy offering on the lunch and dinner menus. o Donate unsold, prepared food to food kitchens.
- High sensitivity of price means that it’s difficult to charge high prices due to many competitors. o Price in middle-high-end ranges. o Offer at least a fewer lower-cost offerings so as to not completely limit our clientele.
- High availability of substitute products o All kinds of restaurants, bars and coffee shops. o Energy drinks, soda, home brews.
 Develop our own branded coffee for the brew-at-home market.
- Switching costs o Frequent buyer program. o Daily specials. Special of the day. o Free coffee refills all day. Do not need to save cup or receipt, just use loyalty card as it will store necessary qualifying purchase. o Position ourselves in a unique way to add value to the experience so that there is no substitute to our café.
Supplier Power- Low or medium
- Low volumes with many suppliers minimize supplier power while product/experience/service differentiation allows us to pass on customer costs to customers.
- Do we partner up with a few food/beverage suppliers to get volume discounts and reduced prices or…
- Buy from many local producers/companies to minimize supplier power but this would be at the

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