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Situational Analysis (Primary & Secondary)


Company Background: Bees Knees is a contemporary American bakery shop
that sells coffee, tea and cake cups. They are located in Kips Bay, Manhattan.
Industry Analysis: (Secondary Resource) The bakery, cafe industry is heating up as
consumers warm up to the idea of moderately priced, high-quality menu offerings. It is
driven largely by changing consumer preferences and demands in healthy gourmets at an
affordable price. The industry has plenty of room for growth as it is in the growth stage of
its life cycle.
The industry is growing at a much faster rate than GDP
Recent growth has been driven by new store openings by chain operators
The industry has benefited from changing consumer preferences that emphasize high-quality,
affordable and healthy cuisine

Situational Analysis (Primary & Secondary)


Product/Service Analysis: Bees Knees is known to have unique products.
They serve cake cups with large variety of fillings. Think slice of cake rather than
cupcake. Their coffee and tea choices are also unique serving flavors that are not usually
served at other coffee places. Judging from Yelp reviews, the service of Bees Knees were
not pleasant.
Competitive Environment: Bakery cafes compete directly with each other for customers
especially when placed near each other. Bakery cafes that are locared in busy areas are
able to compete more effectively than operators that are located away from consumers.
Customer Profile: Baruch students and residents that lives near their shop.
Current Marketing Strategy: Social media and Baruch organization
outreach

SWOT

Strengths:
- Strong + positive branding
- Unique product offering
- Great quality food
- Decent website and SEO
Weaknesses:
- Social media posts are irregular or nonexistent
- Branding in producing content doesnt align with overall brand
- Lack of voice and minimal usage of social profiles

SWOT
Opportunities:
- Overtake social media engagement from competitors ie: Gregorys, Bluebell
- Establish unique voice that speaks to local community on a personal level
- Produce engaging and unique content that is created by Bees Knees
- Improve photography, feature employees, online promotions, #ThemedHashtags
- Identify local influencers and potential on-campus brand ambassadors
Threats:
- Starbucks and other local chains possess established following
- Lack of resources and manpower to continue consistency in campaigns
- Local competitors are picking up steam: irving farm, birch coffee

Unique Selling Proposition


Two Selling Points:
Unique product
Variety of services

Unique Product
The Cronut:
Iconic product
Scarce supply
Shakeshacks flavor of the week:
Maintains variety in the product

Variety of Services
The Bees Knees is a coffee shop by day and neighborhood wine bar by night
-Bees Knees Facebook Page

Doesnt specialize in just one thing


Basically a good choice at any time of day

Quantitative Social Media Objectives


Current Social Media Following:
Facebook: 1,406 Likes
Instagram: 537 Followers
Twitter: 313 Followers
Number of fans and followers will be proportionate across social media accounts
1,500 followers across platforms
Increase the percentage of likes and comments to fans and followers
Increase fans and new followers through consistent posting and sharing on all social media platforms

Qualitative Social Media Objectives


Achieve a reputation within the community as a go-to location for a variety of products and
beverages
Compete with more popular bakery/cafes in the Kips Bay and Flatiron District
Show positive change and comfortable atmosphere on social media accounts to combat negative
reviews
Engage in meaningful conversations with customers
Follow up on positive reviews
Increase perceived value of our unique products
Cake cups, teas, cookie flavors, wine, etc.

Target Market
The company has several target markets. They include:
Young Urban Adults ages 18 - 40
This segment is active on social media (Facebook ,Twitter, Instagram)
This segment is diverse in income and age and have varying tastes and interests
Everything made contains natural, locally-sourced ingredients
30 Cakecup Flavors, coffee house drinks, muffins, pastries, etc.

Parents with children


Good place for moms to take their kids for an after-school dessert stop, a post-movie treat or an afternoon tea
session

Tourists
This segment does not require much resources to attract and reach

Citations & Sources


IBIS World US
Landis-Shack, Nora. "Snag the Marketing Secrets behind the Cronut to Build an Audience That Sticks." Customer.io. N.p., n.d. Web.

www.bkbco.com

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