Project on Datbase Marketing
A Proposal For New Database Marketing For Second Cup
Table of Contents &Team Members: History
Philosophy Objectives Target Market Situation and SWOT Analysis Strategy Tactical Requirements Database Requirements LTV Estimation Conclusion Appendix The Team Tulika Roy Sibil Samuel Arnab Banerjee Gunvir Singh Sethi Amanjot Singh Sandhu
A New Database Marketing Proposal: A research on
History
Second Cup started as a company in 1975 as a shopping mall kiosk that only sold whole bean coffee. Second Cup still lags behind in sales and international representation after all these years. In the Canadian market, however, Second cup has become the largest Canadian owned specialty coffee retailer. Second Cup has spread to 360 coffee shops across Canada and 15 coffee shops internationally in countries such as Turkey, Lebanon, Kuwait, The United Arab Emirates, Saudi Arabia and Oman. (Second Cup Coffee, 2000) The Second Cup’s menu has over 30 premium coffees, specialty beverages as well as complimentary food items. In 2002, Second Cup became part of the Cara operation family chain of restaurants. (Second Cup: Our Story, 2008).
Philosophy “Our philosophy is to continually improve our business by revisiting our products, systems and procedures: developing new products and services; improving facilities; sustained training; effective marketing; and more efficient purchasing. Most importantly, Second Cup has a unique understanding of how to bring coffee to the people across different cultures, locations and environments. Our team brings forward a passion for coffee and we expect it to be yours too”.
This is the philosophy that Second Cup believes in and wants their customers to know.
Objectives
Second Cup is mainly an all Canadian café brand that serves different types of coffee products, drinks and foods in order to satisfy its customers’ varied needs. Their main objective is to provide their customers with an unique café experience
Table of Contents &Team Members: History
Philosophy Objectives Target Market Situation and SWOT Analysis Strategy Tactical Requirements Database Requirements LTV Estimation Conclusion Appendix The Team Tulika Roy Sibil Samuel Arnab Banerjee Gunvir Singh Sethi Amanjot Singh Sandhu
A New Database Marketing Proposal: A research on
History
Second Cup started as a company in 1975 as a shopping mall kiosk that only sold whole bean coffee. Second Cup still lags behind in sales and international representation after all these years. In the Canadian market, however, Second cup has become the largest Canadian owned specialty coffee retailer. Second Cup has spread to 360 coffee shops across Canada and 15 coffee shops internationally in countries such as Turkey, Lebanon, Kuwait, The United Arab Emirates, Saudi Arabia and Oman. (Second Cup Coffee, 2000) The Second Cup’s menu has over 30 premium coffees, specialty beverages as well as complimentary food items. In 2002, Second Cup became part of the Cara operation family chain of restaurants. (Second Cup: Our Story, 2008).
Philosophy “Our philosophy is to continually improve our business by revisiting our products, systems and procedures: developing new products and services; improving facilities; sustained training; effective marketing; and more efficient purchasing. Most importantly, Second Cup has a unique understanding of how to bring coffee to the people across different cultures, locations and environments. Our team brings forward a passion for coffee and we expect it to be yours too”.
This is the philosophy that Second Cup believes in and wants their customers to know.
Objectives
Second Cup is mainly an all Canadian café brand that serves different types of coffee products, drinks and foods in order to satisfy its customers’ varied needs. Their main objective is to provide their customers with an unique café experience
Links: USED http://www.secondcupincomefund.com/2006_Annual_Report.pdf. http://findarticles.com/p/articles/mi_m4021/is_2002_April_1/ai_87109753. http://www.itworldcanada.com/a/Daily-News/00f3373f2cb8-43d6-8835-7a0e5047320b.html http://www.coffeeresearch.org/market/exportation.html http://www.strategymag.com/articles/magazine/20070401biz.html?word=second%20cup http://www.coffeeresearch.org/market/exportation.html http://www.bbc.co.uk/dna/h2g2/A307135 http://www.secondcup.com/eng/about_us.php https://secure.globeadvisor.com/servlet/ArticleNews/story/gam/20080212/RSECOND12 http://en.wikipedia.org/wiki/Second_Cup#cite_note-4 http://www.secondcup.com/eng/about_us.php?about=2#m1 http://gabrielles-blog.blogspot.com/2008/12/marketing-analysis-starbucks-vs-second.htm http://www.mysecondcup.com/franchising.php