As Pete, the new Managing Director, points out customers do not find even venue enticing anymore. Before shops are given a fresh look to make them more attractive, it is essential to decide which class of the customers, the company wants to target at – such as business class or young couples who want to pass leisure time or ‘as a local community store working closely with neighbourhood partners as Pete points out. Kotler describes ‘product positioning’ as an essential marketing tool to carve a suitable niche as the company cannot hope to serve all segments of the market simultaneously.
Product positioning will also help decide advertising campaign and brand positioning keeping in mind the targeted class of customers using scarce resources most judiciously.
As Kotler emphasizes that the company needs to shift its focus on buyer wants rather than its needs. Product differentiation is a key strategy that the Roast needs to adopt in its services, product offerings with numerous varieties in its menu so that customers have several options to choose from. Thus, distinguishing company’s product line from the competition is a key marketing strategy that can play a pivotal role to attract targeted customers. Services also play an important role in differentiating with the competition so the company must focus on it as an integral part of the product differentiation strategy.
Employees are considered the biggest asset in any organization and they play a pivotal role in success or failure of any organization (Schofield, 2006). ...Show more