Is this one clear ?

CASE STUDY

Moka has been open in Ahuriri for a while now and has expanded to include full caf operations with more seating for customers and food service.

Sam is aware that to optimise the cafs operations Moka needs to increase the number of customers and build customer loyalty.

Sam understands that marketing is about satisfying customers profitably, but is unsure what activities would be best for the new caf so he has asked you for assistance.

As a new business Sam is very aware that it is crucial to make smart marketing decisions for Moka. The business cant afford to waste resources and effort on marketing that doesnt work. Sam knows that the marketing needs to be efficient and effective to attract new customers and keeping them coming back.

Starting to read about marketing Sam realises that there is so much more to marketing than just putting an advertisement in the local newspaper or offering discounts! Consumers have a lot of choice when it comes to coffee and there is strong competition, especially in Ahuriri. Sams aim is to find, win and maintain customers by delivering greater value than the competitors.

1.1 Understanding the marketing environment

To be able to make good marketing decisions you firstly need to understand Mokas current marketing environment. A SWOT analysis is a useful tool to help you identify and analyse the internal (the environment within the company) and external environmental factors that are most relevant to Moka.

Analyse Mokas current marketing environment and complete a SWOT analysis. You can make assumptions based on your research into factors that would be relevant to Moka. Use the template on page 4 to present your SWOT analysis.

(15 marks)

1. 1.2 Choosing the target market

As Moka has limited resources you recommend that the caf focus on one specific market segment to start with. Your aim is to develop a point of difference for this one market segment to establish Moka as the preferred caf for that target market. You have visited many different cafs and have noticed that different places seem to have different groups of customers. For example the hip caf in central Napier seemed to have mainly business people having meetings or grabbing a quick coffee while on the cafs free wifi with their phones.

You wonder which target market Moka should best select, as you want to identify the group of customers that offer the best opportunity for Moka. Describe the target market you recommend Moka focus its marketing efforts on. Briefly explain why you recommend this particular target market.

(5 marks)

1. 1.3 Developing the marketing mix activities

Once Moka has defined a clear target market it is time to develop appropriate marketing mix activities tailored specifically to appeal to the chosen target customers. The marketing mix will create and deliver value to target customers; establish Mokas position by influencing how consumers think about Moka compared to other coffee providers and build profitable customer relationships.

Use the template provided on pages 5 & 6 to present your recommended marketing mix activities for Moka. Develop specific marketing activities that will create value for Mokas target market.

(30 marks)

Is this one clear ?

CASE STUDY

Mokas marketing activities are proving successful and Sam now wants to focus attention on sales. Sam knows sales and marketing need to be integrated to maximise efficiency and effectiveness.

Selling is the final stage in marketing and as the caf staff interact directly with the customers they have an important role to play to ensure that the customer experience is positive. Sam knows it is important to orientate and motivate customer service employees to provide customer satisfaction (this is called internal marketing) and thinks Moka can build on this concept when it comes to sales.

Sam asks you to develop ideas to support efficient and effective sales operations, as well as identifying sales opportunities that will add value for the customers and Moka

Excellent customer service relies on the skills of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values.

2.1 Delivering consistently high levels of customer service

Excellent customer service relies on the skills of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values.

Develop FIVE service-quality standards that Moka can implement to inspire all employees. Sam also plans to use this document as a guide for employee selection and for employee training.

(5 marks)

2.2 Ensuring efficient service delivery

Sam knows that for Moka employees to deliver the best service it is important that they be supported by effective service processes. A clearly defined and efficient process will result in effective and efficient customer value creation and service delivery. This means satisfied customers.

Develop a service blueprint for Moka . This service blueprint should clearly illustrate the service process based on the customers experience. Highlight at least THREE key points in the service encounter where Moka employees can positively influence the customer experience.

Use the template provided on EIT Online as a guide.

1. (25 marks)

2.3 Identifying opportunities to increase sales and build customer relationships

Sales activities can be designed to grow Mokas sales, but according to the 80/20 Rule this would mean that in general, 20% of Mokas customers represent 80% of Mokas sales. And 20% of time invested produces 80% of your results. Sam asks you to identify smart sales building strategies that will increase Mokas profits.

Recommend and fully explain TWO sales activities that staff could integrate to encourage existing customers to buy more Moka product, encourage them to stock different ranges of products and promote Mokas products in their own stores.

(10 marks)

I typed out the full question so is this better ?

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CASE STUDY

Mokas marketing activities are proving successful and Sam now wants to focus attention on sales. Sam knows sales and marketing need to be integrated to maximise efficiency and effectiveness.

Selling is the final stage in marketing and as the caf staff interact directly with the customers they have an important role to play to ensure that the customer experience is positive. Sam knows it is important to orientate and motivate customer service employees to provide customer satisfaction (this is called internal marketing) and thinks Moka can build on this concept when it comes to sales.

Sam asks you to develop ideas to support efficient and effective sales operations, as well as identifying sales opportunities that will add value for the customers and Moka

Excellent customer service relies on the skills of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values.

2.1 Delivering consistently high levels of customer service

Excellent customer service relies on the skills of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values.

Develop FIVE service-quality standards that Moka can implement to inspire all employees. Sam also plans to use this document as a guide for employee selection and for employee training.

(5 marks)

2.2 Ensuring efficient service delivery

Sam knows that for Moka employees to deliver the best service it is important that they be supported by effective service processes. A clearly defined and efficient process will result in effective and efficient customer value creation and service delivery. This means satisfied customers.

Develop a service blueprint for Moka . This service blueprint should clearly illustrate the service process based on the customers experience. Highlight at least THREE key points in the service encounter where Moka employees can positively influence the customer experience.

Use the template provided on EIT Online as a guide.

1. (25 marks)

2.3 Identifying opportunities to increase sales and build customer relationships

Sales activities can be designed to grow Mokas sales, but according to the 80/20 Rule this would mean that in general, 20% of Mokas customers represent 80% of Mokas sales. And 20% of time invested produces 80% of your results. Sam asks you to identify smart sales building strategies that will increase Mokas profits.

Recommend and fully explain TWO sales activities that staff could integrate to encourage existing customers to buy more Moka product, encourage them to stock different ranges of products and promote Mokas products in their own stores.

(10 marks)

I typed out the question 3 times and posted 2 photos are my typed out questions not clear either ?

8:51 Safari CASE STUDY Samwels and marketing need to be ined to my role songs the firal stapen marketing and as the case directe they have an important role to play that the customerepoteam Komportant to eat and customer Victor Samaks you to develop stopport and election dentifying wis oportunities will value for the contenendo You have identified the rest below for Mis to focus on to the customer experience and Errent customer servers the arts of the engine senice and enablerince Mauritando prouding to action. To seth Sometro fed loyal and hardworking love willing 21 Delivering consistently high levels of customer service Excellent customer services that of the evening ence and become More pronto attion. To achieve this Satty started, foul and working employees will rest in peace Develop RIVE service-ul standards that one tomore mes Senate plans to me this document sa puide for employee section and forget 22 hring efficient service delivery Som knows that for eksempresa ported by the procedent defined caterproom with undeficient customer att antice. The Develop a nice print for Mola. The service printre cele process bad on the customer's per the key points ncounter where Mokamoscan pou will find the stone rime Use the emple provided on Online Sales activities are designed to grow key sales, buting mean that in general, 20% of Motor Comprar Messina stedet for some you to take wie Moka pro Recommend and fully plain Towers that are customers to buy more Mola product, encourage them to the produs promete Mola's products in their own 24 Secure to become and here byer La group is to be a realistic Mokassine. Each The three rules are some Customer servicio The key aim of this role you to take on the Sun any commuter role to demonstrate in tives. Howevnt, you should do there can be the role of Son you wes or own performance in the other two we the desting Sanher each role play you should the role played Once you have completed the role the role play together and complete the scoring You Refer to the counter scoret to pide you CASE STUDY Moka's marketing activities are proving successful and Sam now wants to focus attention on sales Sam knows sales and marketing need to be integrated to maximise efficiency and effectiveness Selling is the final stage in marketing and as the cafe staff interact directly with the customers they have an important role to play to ensure that the customer experience is positive. Sam knows it is important to orientate and motivate customer service employees to provide customer satisfaction (this is called internal marketing) and thinks Moka can build on this concept when it comes to sales. Sam asks you to develop ideas to support efficient and effective sales operations, as well as identifying sales opportunities that will add value for the customers and Mole You have identified three areas (below) for Moka to focus on to optimise the customer experience and sales Excellent customer service relies on the skills of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values 2.1 Delivering consistently high levels of customer service Excellent customer service relies on the skils of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values Develop FIVE service quality standards that Moia can implement to inspire all employees. Som also plans to use this document as a guide for employee selection and for employee training 15 marks) 2.2 Ensuring efficient service delivery Sam knows that for Moka employees to deliver the best service is important that they be supported by effective service processes. A clearly defined and efficient process will result in effective and efficient customer value creation and service delivery. This means satisfied customers Develop a service blueprint for Moka. This service blueprint should clearly Bustrate the service process based on the customer's experience. Highlight at least THREE key points in the service encounter where Mola employees can positively influence the customer experience Use the template provided on ET Online as a guide 125 marks) 2.3 Identifying opportunities to increase sales and build customer relationships Sales activities can be designed to grow Moka's sales, but according to the 80/20 Rule" this would mean that in general, 20% of Moka's customers represent 80% of Mold's sales. And 20% of time invested produces 80% of your results. Sam asks you to identify smart sales building strategies that will increase Moka's profits. Recommend and fully explain TWO sales activities that staff could integrate to encourage existing customers to buy more Moka product, encourage them to stock different ranges of products and promote Moka's products in their own stores (30 marks) 8:51 Safari CASE STUDY Samwels and marketing need to be ined to my role songs the firal stapen marketing and as the case directe they have an important role to play that the customerepoteam Komportant to eat and customer Victor Samaks you to develop stopport and election dentifying wis oportunities will value for the contenendo You have identified the rest below for Mis to focus on to the customer experience and Errent customer servers the arts of the engine senice and enablerince Mauritando prouding to action. To seth Sometro fed loyal and hardworking love willing 21 Delivering consistently high levels of customer service Excellent customer services that of the evening ence and become More pronto attion. To achieve this Satty started, foul and working employees will rest in peace Develop RIVE service-ul standards that one tomore mes Senate plans to me this document sa puide for employee section and forget 22 hring efficient service delivery Som knows that for eksempresa ported by the procedent defined caterproom with undeficient customer att antice. The Develop a nice print for Mola. The service printre cele process bad on the customer's per the key points ncounter where Mokamoscan pou will find the stone rime Use the emple provided on Online Sales activities are designed to grow key sales, buting mean that in general, 20% of Motor Comprar Messina stedet for some you to take wie Moka pro Recommend and fully plain Towers that are customers to buy more Mola product, encourage them to the produs promete Mola's products in their own 24 Secure to become and here byer La group is to be a realistic Mokassine. Each The three rules are some Customer servicio The key aim of this role you to take on the Sun any commuter role to demonstrate in tives. Howevnt, you should do there can be the role of Son you wes or own performance in the other two we the desting Sanher each role play you should the role played Once you have completed the role the role play together and complete the scoring You Refer to the counter scoret to pide you CASE STUDY Moka's marketing activities are proving successful and Sam now wants to focus attention on sales Sam knows sales and marketing need to be integrated to maximise efficiency and effectiveness Selling is the final stage in marketing and as the cafe staff interact directly with the customers they have an important role to play to ensure that the customer experience is positive. Sam knows it is important to orientate and motivate customer service employees to provide customer satisfaction (this is called internal marketing) and thinks Moka can build on this concept when it comes to sales. Sam asks you to develop ideas to support efficient and effective sales operations, as well as identifying sales opportunities that will add value for the customers and Mole You have identified three areas (below) for Moka to focus on to optimise the customer experience and sales Excellent customer service relies on the skills of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values 2.1 Delivering consistently high levels of customer service Excellent customer service relies on the skils of the employees interacting with customers. To deliver a quality service and enjoyable experience Moka needs to ensure all employees are focused on providing customer satisfaction. To achieve this Sam strives to create a quality work environment, as satisfied, loyal and hardworking employees will result in greater service values Develop FIVE service quality standards that Moia can implement to inspire all employees. Som also plans to use this document as a guide for employee selection and for employee training 15 marks) 2.2 Ensuring efficient service delivery Sam knows that for Moka employees to deliver the best service is important that they be supported by effective service processes. A clearly defined and efficient process will result in effective and efficient customer value creation and service delivery. This means satisfied customers Develop a service blueprint for Moka. This service blueprint should clearly Bustrate the service process based on the customer's experience. Highlight at least THREE key points in the service encounter where Mola employees can positively influence the customer experience Use the template provided on ET Online as a guide 125 marks) 2.3 Identifying opportunities to increase sales and build customer relationships Sales activities can be designed to grow Moka's sales, but according to the 80/20 Rule" this would mean that in general, 20% of Moka's customers represent 80% of Mold's sales. And 20% of time invested produces 80% of your results. Sam asks you to identify smart sales building strategies that will increase Moka's profits. Recommend and fully explain TWO sales activities that staff could integrate to encourage existing customers to buy more Moka product, encourage them to stock different ranges of products and promote Moka's products in their own stores (30 marks)