22 Apr Strategic Marketing Plan/Marketing Metrics
9849The owners of The Westside Coffee Company have asked you to help them define their target audience a bit more clearly.
Create a 4- to 6-slide Microsoft® PowerPoint® presentation in which you develop a consumer persona for each of the five segments using the Westside Coffee Company Customer Segments.
Create an annual marketing plan for The Westside Coffee Company using the marketing calendar template. Assign a budgeted amount to each marketing activity in the plan to calculate a total marketing budget. Reference Week 2 estimates to bring forward these costs as well.
Perform a breakeven analysis using the following assumptions.
Retail Coffee Shop Store:
Price of a cup of coffee: $6.00
Profit per cup: $4.00
Average daily customers: 750 customers
Grocery store:
Retail price for bagged product: $9.99 per bag
Profit per bag: $3.33
Monthly sales of bagged coffee: 250 bags
Calculate the total marketing budget range for both the coffeehouse and the bagged coffee separately. Adjust to ensure the marketing budget falls between 7% and 10% of profits.
Submit the PowerPoint presentation, marketing calendar, and budget analysis as 3 separate documents.
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