Local Lion Coffee Shop Case Study Faith Miller 8: Mikey Kazamias 10E13f2019 1. Given the existing competition (Dogwood Cafe, Espresso News, and Higher Grounds) and the relatively more recent competition (Starbucks), how might Davis effectively differentiate his brand? Davis has positioned his brand to be a local coffee shop. He has effectively used local ingredients and made sure that the product he is offering the true to his name and as local as possible. He has created a lot of his products from recipes of nearby friends and companies. He has also done a great job of making most of his products from scratch. He has his own donut making machine and purposefully uses manual espresso machines as opposed to automated ones. I think it is essential to market just how local his brand truly is. Using his website and social media, he should talk about where he got ideas for his products or who gave him specific recipes. This is so much more personal than other brands around him are doing and will make customers feel more attached to the brand. He also needs to bring more attention to the fact that his products are made from scratch. People like the idea of DIY and homemade products because they like to know that what they are giving money to is supporting someone. 'When they give money to major companies like Starbucks while there is loyalty, there is no connection to the physical product and who or where it is coming from. He needs to differentiate his brand as part of the community