Analysis Of Cafe Lux

Café LUX* products are its own made coffee and baked cakes as well as its home-made food specialty ("Coffee Shop, Coffee Shops, Coffee Shop in Mauritius – Café LUX*" 2016). The product that is going to be served is the most important part of a whole plan. Therefore, good strategies need to be implemented to make sure the products are able to attract the needed target audience. In its franchises in Mauritius, Café LUX* has been selling the same products across its stores. The primary product strategy that is going to be used is that of standardisation. Standardisation happens when a common marketing approach is shared on a national as well as international basis (Whitelock 1987). Standardisation has been chosen as strategy as it is very advantageous
As we know, the monks have deep respect for the environment. We would therefore invest in providing packaging and coffee cups made with recycled paper instead of normal paper. This step is taken so that Café LUX* stays in-line with the fact that New Norcia lives as an eco-friendly country. It is important to respect the culture and way of living of a country when setting up a business over there (Fletcher and Crawford 2014). This might allow Café LUX* to be among the liked brands of the monks without disrespecting their way of
There might be different channels to distribute a product as well as intermediaries (Srivastava 2006). In Mauritius, there is only a franchisee that will sell LUX* products to the consumer. The Café LUX* Trademark can be used only by this franchisee.
This strategy is called Product and Trade name franchising. This kind of strategy gives a license to a dealer to sell specific products and only he has the right to sell this brand or trademark and no one else (Goldberg 2016). The Café LUX* product and trademark will therefore be a franchise, similar to Mauritius. As the franchisee will deal directly with the supplier, there will be less cost when it comes to paying intermediaries for selling a