Coffee Shop and Internet Cafe (Coursework Sample)

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Coffee Shop and Internet Café
An internet café is a shop with computers that are connected to the internet where people visit when they want to perform online tractions. A coffee shop is a setup where people meet to take coffee while discussing about business or family matters. The place usually has internet connectivity which is accessed through a Wi-Fi connection and it offers different brands of coffee.
Marketing Environment Analysis
Regulatory Framework
The Federal Communications Commission is in charge of regulating internet use and protection. This regulation aims to protect computer networks while ensuring the country is safe from cyber-attacks. An in the internet café industry needs a business registration certificate to start an internet café shop. The government does not have strict regulations regarding how a person logs into the cyber café so the industry is largely unregulated (Oldenburg 2). Before operating a coffee shop, one needs a Food Business License available from the local government where the business shall be located. The business manager will apply for accreditation to be allowed to pick food from various suppliers for selling at the shop. The business will have to meet the food health and safety standards and it will be required to send its employees for medical checkups regularly to determine if they are fit to handle food and serve it to the public.
Competitive Analysis
Manyika and Roxburgh (3) say that falling prices of handheld devices and laptops have made it easier for people to but internet enabled handsets and laptops for commercial and private use. In addition, the internet service providers have reduced the cost of acquiring the internet at business places and residential areas. Therefore, despite the fact that internet cafes are gaining popularity, their profit margins will keep on dipping since a large percentage of the internet users visit the cafes once in a while. This is in contrast to the popularity of coffee shops which is on the rise (Waxman 40). Bars, restaurants, and hotels are the biggest competitors to coffee shops but a number of them lack the ambience to host business talks. In addition, they are not equipped with Wi-Fi internet and their products are way above the budget of the regular public internet users.
Economic Analysis
Kamel (176) says that internet cafes are becoming popular for a variety of reasons including browsing the internet, talking to friends and exchanging knowledge, and getting an opportunity to learn computing and conducting business online. Kamel (177) goes on saying that business people prefer a place that allows them time to sit down and deliberate on the benefits and challenges they anticipate in a deal. Coffee shops and internet cafes come in handy to offer them an opportunity to access the internet and exchange information leading to exchanging ideas on investing in certain places.
Technological Innovation
Waxman (36) says that technological developments have a big impact on the internet café business. With advanced technology, handheld devices currently come equipped with the ability to access the internet. Therefore, a number of people use their phones to chat with their friends and business partners. The internet café business has ability to grow when positioned to offer specific services like a VOIP center and offering a variety of online and offline video games. The place needs to be equipped with headsets that will guarantee a quiet environment for all users. The coffee shop should be equipped with reliable internet access preferably Wi-Fi that allows seamless connectivity for all clients within the building.
Social Factors
Waxman (35) says that a community promotes an individual’s social, emotional and cognitive experiences. People like to bond and they will always look for those places that offer them an opportunity to converse and share ideas. The coffee shop and internet café come out to bridge the gap in communication. The coffee shop offers a platform where business people, friends, and family members sit down and discuss about various topics that will uplift their social status. The internet café on the other hand offers people an opportunity to converse over the internet through sending emails, chatting over Skype, and making calls over the internet. Consumers have embraced the coffee shop and internet café given that the current setting of the business promotes contact with one another in this time of increasing social mobility. Waxman (35) says that business people use services of the coffee shop at any time of the day while the working class meet at the coffee shops mostly during lunch break and in the evening when they are heading home.
Target Market Analysis
Demographics
The target market for the coffee shop is mostly people over 18 years. The highest composition is people coming from work either during lunch breaks or in the evening who want to relax over a cup of coffee while thinking about their next move. The target market also includes friends looking for a place they can sit and talk for a while. In addition, people with business deals frequent coffee shops given that the shops offer a good environment for discussing business deals. The internet café on the other hand serves mostly young adults who could be looking for a place to apply for a job online or those who want to play online games. Most coffee shops sell brands of coffee that are a bit expensive and so they attract people with high sources of income from either gender. The client base of the internet café is composed of mostly people of low incomes who cannot afford to buy and maintain a computer connected to the internet at home.
Geographic Distribution
Oldenburg (3) says that third places identify with their clients from the kind of beverages they serve. The ideal location for a coffee shop is a town where people from various places and different cities meet. Therefore, the target market is both local and regional given that the shop targets to accommodate local clients w...