Topics Covered:
A. Important Reminders
Please rember that you should check the class announcements regularly on OasisPlus as well as refer to your module handbook.
By now, you should have gone over your class handbook and be completely clear about what is expected of you to pass this module successfully. If for some odd reason you do not have your module handbook, it is your obligation to go to OasisPlus and print a new copy.
You should have bought the required text for the module. You are also highly encouraged to consider buying the recommended texts.
By now, you should have attended a Learning Resources training seminar at the Library. It is your obligation to know how to use all the Learning Resources we have available on campus.
You have to attend both the lectures and the seminars to be able to pass the module. If you miss more than 20% of either the lectures or the seminars, you will fail the module. Missing 20% of the lectures or seminars equates to missing 1 day of every five days of the working week in professional life, which in return is likely to mean that you would be fired.
If you come to the seminars any later than 10 minutes without a valid excuse, you will not be allowed into the seminar and you will be marked as absent.
You are required to come to the seminars having done the work required of you. Otherwise you will be asked to leave the class for that day.
You are not to use mobile PDA devices, phones, laptops dusing the seminars. If you do, you will be asked to leave the class for that day.
Please turn off all mobile devices.
You are required to respect each other's time and presence in class. So absolutely no talking among students!
If you have a question, you will have to ask the seminar tutor. If your discussion is not class related, you will be asked to either follow the class rules or leave the seminar for that day.
B. Online Multiple Choice Exam is Coming Up!
30 Questions in 30 minutes!
It is open book, but you are not going to have time to search for the answers: Remember, 30 Questions in 30 minutes.
You have to study and practise how to take online exams.
C. Online examination Practice
Please click on the following link and use the process S.G. has explained to you to practice self-test for the online examination that you have to do during week 7.
http://highered.mcgraw-hill.com/sites/0077114159/student_view0
You can copy and paste this link into your internet explorer.
D. Case Study: Cappucino Wars
Teaching Objectives:
To understand the motives of consumers when choosing to visit coffee bars
To appreciate the factors which influence consumer choice regarding which coffee bars to visit
To understand why companies need to change their products offering as consumer demands change
To encourage students to think about new market opportunities.
Questions:
Why have coffee bars been so popular with consumers in the UK?
You are considering visiting a coffee bar for the first time. What would influence your choice of coffee bar to visit? Is this likely to be a high or low involvement decision?
Coffee bars are mainly located in the centres of towns and cities. Are there other locations where they could satisfy customer needs?
Why has the coffee republic been forced to abandon its traditional coffee shop positioning in favour of a delicatessen format?
Q1: Reasons For Popularity Of Coffee Bars
Improved quality and increased range of the coffee sold in coffee bars compared with the previous offering available
Opportunity to relax providing an oasis of calm for people between their homes and offices or between periods of work.
Status considerations: consumers ‘moving up’ to coffee bars from ordinary cafés or low-end department stores.
Allows them to demonstrate connoisseurship, thus, in turn, enhancing the consumer’s self-image.
Q2. Choosing A Coffee Bar - Choice Factors
Convenient location
Cleanliness
Comfort and facilities
Speed of service
Appearance, style, layout
Comfort and facilities: sofas, newspapers, wi-fi and buying CDs
Speed of service
Image: does the coffee bar match the consumer’s self-image?
Perception of price
Perception of quality and range of quality
Q3. Other Possible Locations for Coffee Bars
Out-of-town shopping precincts
Supermarkets and department stores
Suburban areas
Airports
Railway stations
Bookshops
Coffee shops have already begun moving into such locations:
- Starbucks have a deal with Waterstones
- Costa Coffee has strong links with the transport sector placing coffee chops in stations and airports.
Q4. Coffee Republic’s Retail Positioning Using Delicatessen Format?
Coffee Republic in fourth competitor position
Lack of economies of scale compared to the competition
Poorly controlled marketing communication budget
Repositioning as delicatessen is an opportunity to create differential advantages
Other food/coffee players such as Pret A Manger could be strong rivals for market share.
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