A new coffee shop, The Fireside Bistro, has recently opened in a trendy university neighborhood. The shop
Question:
A new coffee shop, The Fireside Bistro, has recently opened in a trendy university neighborhood. The shop is targeting customers who are looking for a cozy and relaxed environment to enjoy their coffee, light snacks, and pastries. The Fireside Bistro offers a wide variety of coffee blends and flavors, including specialty lattes, cold brews, and Italian Sodas. The shop also offers a selection of pre-packaged pastries, sandwiches, and salads. In general, it is a mid-scale coffeehouse dedicated to the college crowd.
The Fireside Bistro's primary competitors in the area are two well-established coffee chains: Starbucks and Auntie Irene's. Starbucks is known for its high-quality but slightly higher priced coffee blends and sophisticated atmosphere, while Auntie Irene's is known for its affordable prices and quick service. Both coffee chains offer a similar selection to the The Fireside Bistro of pastries and sandwiches.
To differentiate itself from its competitors, The Fireside Bistro has focused on creating a cozy and relaxed atmosphere for its customers. The shop has comfortable seating areas, soft lighting, and background music that is not too loud. The Fireside Bistro also offers free Wi-Fi and a fireplace for customers to enjoy.
Using the information from the case study, create a perceptual map that shows the positioning of The Fireside Bistro, Starbucks, and Auntie Irene's in terms of price and atmosphere. You will need to
1) hand-draw a perceptual map, take a photo, and upload it or
2) create a perceptual map in Excel (or Google Sheets), take a screenshot, and upload it.
Business
ISBN: 978-0324829556
10th Edition
Authors: Willian M Pride, Robert J. Hughes, Jack R Kapoor