Can This Bookstore Be Saved Essay Example for Free

Can This Bookstore Be Saved Essay The internet has brought an end to most brick and mortar locations of book stores and have changed the ways that book publishers market and sell their books. Publishers had to change the way they allocate printed books as well as beginning to release books as apps in order to change the ways that books are sold and open up to a wider audience. Paper books would create a bigger profit but do not sell as well as e-books. Book stores either had to adapt to the change or ultimately meet their end. Book stores had to reach to selling e-books and e-readers in order to maintain their sales. BN as well as book publishers are changing their business model to deal with the internet and e-book technology by increasing the features which they offer to their clientele. They are constantly upgrading the r-readers they provide and increasing the functionality of their e-books. Also they are looking to cater to the college student for their text book needs. 3. Yes BN’s new strategy will be successful. I feel that their new strategy will be successful because they are not appealing to more people especially college students that will repeatedly need to purchase or rent textbooks. As with new features they allow people to do more things even though some people may never use them the younger demographic would more than likely be drawn to those new features. 4. I feel that BN and publishers should be giving people more of a preview of the books to stimulate more business. With e-books it is harder to just impulse buy one because you cannot hold the book in your hand and read a few pages to see if you have a true feel for the book. The weaknesses   within Facebooks privacy policies and features are the fact they want you to share as much information as possible but they make your information openly readily available to anyone if you do not know how to go through all of Facebooks settings. They do not automatically protect your account and do not easily give you the information to do so. The factors that contribute to those weaknesses is the lack of information given to consumers, they do not tell you how your information will be used, the difficulty involved with updating how your information is shared and the fact they do not ask your permission for images. The way in which Facebook currently conducts business I do not think they can have a successful business model without invading privacy. I feel like they make the most of their business exploiting people’s privacy and their lack of knowledge with how to change their privacy settings. The only way I feel that they can make it successful would be to educating the people that use facebook to take the proper measures to make sure their information is not shared without their approval.

Renewable Energy Essay Example for Free

Renewable Energy Essay The possible downsides associated with different types of renewable energy resources are briefly listed below. Hydroelectric dam Located in remote hilly regions mostly prone to earth quakes Requires construction of large dams in potentially seismic zones Seasonality in power output as water flow is more in rainy season Nuclear Power Plants Accident if occur will cause lot of damage Radioactivity exposure to the personnel Radioactive waste disposal continues to be an unsolved issue Nuclear proliferation fear Solar Power Technology is yet to mature in terms of affordable and efficient solar panels Conversion efficiency is low Scalability is an issue Depends on sky condition Cannot produce electricity in night so storage device is required Green power refers to renewable energy resources which do not adversely affect ecological balance. Some examples are hydroelectric power, wind power, solar power, biomass etc. Advantages and disadvantages are listed below. Green Power Source Advantage Disadvantage Wind energy Free, clean Reliability is a big question mark Solar Energy Free, Clean, Plentiful Low conversion efficiency Hydroelectric Clean, free Located in remote hilly regions Today, the world is interested in renewable energy resources because the fossil fuels are limited in reserve and will deplete completely one day. Also, exploitation of the fossil fuels is leading to ecological imbalances and causing green house effect leading to global warming, which is a very serious issue, globally. The only answer to these problems is to go for renewable energy resources. Therefore, the world is so much interested in decreasing energy production from fossil fuel and increasing the same from renewable energy resources.

Flowers A Big Part Of Humans Life Marketing Essay

Flowers A Big Part Of Humans Life Marketing Essay Flowers are really a big part of humans life. Their beauty, colour and attractiveness allows us to carry our messages perfectly   get-well soon for our family and sick friends, congratulation messages to a newly promoted friend, sympathy to a grieving group, and to show our feeling to another person. Every party or any occasion is celebrated with flowers.  Or even without an occasion. Recent trends show that many of those who buy flowers buy it for themselves.   Florist shop is a comparitively easy business to stand up and rising. Florist is a kind of business where it did not required big financial  income and its a glooming industry. There are few careers that offer so many advantages. As a florist we are all surrounded with beautiful flower  every day and have a career which has lots of fun and interesting. And this business is not a seasonal business here the work is carry out for a year. EXECUTIVE SUMMARY We Bloomers and Stylers are aiming to provide Frequent Flower Gift Program which will differ from old florists by prepare personal relationships through the use of marketing, technology and innovation by giving a gift program that makes purchasing flowers easier and attractive to the consumers. MISSION The company will  use  sophisticated marketing techniques to identify and serve  an ideal target audience which will  apart from other  older retailers and on-line  florists by giving rapid Flower Gift  Programs with  extra  service (e.g., consumers can select  any precise delivery dates) and  custom floral plans (e.g., consumers can specify colour, scent, flower). Keys to Success Designs should be new and innovative, better quality fresh and nice flower decoration using a variety of  different containers, flowers and other styles. Creating a nice entrance that shows an art gallery, with new, fresh and floral arrangements displayed like art. Communicating with depending consumers through direct e-mail, print some advertisement and an easy  website. CURRENT SITUATION It is thus no wonder that flowers have become big business. The Society of American Florists estimates that the floriculture industry will sell $19 billion in flowers, plants, and floral supplies for 2001. There are about 26,200 retail florist shops  in the United States today making an average of $250,191 in annual sales.  [1]  By looking these figures a person can judge that this industry or a business has an extraordinary growth. Every month there are many occasions so this firm didnt fall down .It is increasing day by day and its a very good market nowadays. INDUSTRY ANALYSIS Industry analysis has a close view on economic factors, social factors and political factors. Frequent Buyer  Program Subscriber 15-60 years of age Married, engaged or in a long-term relationship Quality conscious Decorated home makers The holidays, birthdays and anniversaries are the perfect dates  for people to take as part of a Flower Gift Program. Percentage ranking by retail: S.no Occasions Percentage 1 Valentines day 36% 2 Mothers day 27.4% 3 Christmas 15.1% 4 Thanksgiving day 7.4% 5 Sweetest day 1.2% 6 Grandparents day .09% 7 Fathers day .04% 8 Boss day .02%a Not only these occasions there uncountable days to celebrate something with flowers. To celebrate the marriage flowers are used. So it is used everywhere. All the economic factors lie in this table that what the consumers are required and they target a specific area. Same as with political factors like government is well concerned with the environment and emphasizes to grow more plants which really helps in our florist business. Social factor means the trend in which we are moving like flowers can be used for expressing something, attractiveness, nice essence and many more. So to get a single flower we should get many qualities. This will help our firm to improve and different from others business. So I think that this firm is very much comfortable to have a good competition in the market. PROJECT DISCRIPTION The first is business location, and the location must be in a high-traffic and highly visible area to increase walk-in business. The second issue is delivery. The business must provide consumers with a fast and efficient delivery service. The third important aspect of the business is national exposure. The business must join a florist association that promotes national delivery regardless of geographic location as some florist shops gain as much as 25 percent of their business from people who order  flowers  from outside the service area of the florist (www.entreprenuer.com). Store designing and layout Store design The outer part of a florist shop is estimated to account for the actual fascinate of 30% of all consumers. Very easy, innovative design with attractive and new displays A big interior design with lots of light and extra ordinary lighting to shine and look more attractive flower designs High clear view from the street, as well as looking pleasant at night A quality of distinct floral arrangements. Store policies The company will invest in consumer relationship management software (CRM) to collect consumers information, with their names, address, e-mail address and other required information ( flower likes/dislikes, birthday, colour selection, anniversary). These all information will be used with e-mail and direct mail attempt to build different marketing programs, establish consumers faithfulness. The company will offer a whole exchange policy to build some trust and dependencies with consumers and to maintain withholding, constancy and reliability. Store Location and Time scheduling Our store will be placed at Cannaught place (New Delhi) We plan to open on February 14(Valentines day) and will be providing free sample of flowers to consumers. Free parking should be available for the consumers who will visit the area. OPERATION AND PRODUCTION PLAN It will depend on the nature of our business. I am selling consumer goods, it will be important to make sure i can get those products to your clients at the time you promise. PRODUCTS OFFERED Creative Floral Designs, Using A Varied Mix of Flowers-. The floral arrangement should be natural, original work of art. The company has promise to make each preparation unique and custom-designed based on each consumers needs. Floral arrangements will feature a different range of seasonal flowers. All sample preparation in the store will be there for purchase. innovative Containers- We will select and offer distant vases for the different buyer or for a special reason, as well as reasonable options for timely purchases. .Variety of prices. We will sale a different kind of arrangement sizes, and will always create a those vases which will meet anyones requirement and in their proper budget. Hand-tied Bouquets. For consumers who choose to use their own vases, we should offer hand-tied bouquets. These are the important factors from which consumers will attract. Production involves materials, tools, machines, labour cost. I would preferably buy my material in a wholesale rate and I will produce my own material and it will increase my production as well as my sales of profit .I will buy some equipment like a system which cost 20000rs. A credit card machine of rs5000. And I have decided not to spent more than Rs30000 on this equipment. Other than this an air-condition, on tills of the floor, decoration of the shop. MARKETING PLAN Marketing Objectives We need to establish and to make our reputation as an independent, easy way to buy some flowers and feeling of romance with some loved once. Why should local residents buy from us? It is Easy, handy and suitability. Consumer will experience special shopping qualities. Qualities of the flowers are very good and unique floral decoration. Very fast delivery program that is available. There is a home exchange of the opinion available. Event floral services are available to consumers. It will Support the local dealers. 4.3 Marketing strategies 1.Public Relations Spread around the stores Grand Opening and the ease of availability of services. Publicize our new releases on the local newspapers. 2.Advertisings I will advertise by printing my brochures. I will distribute my Pamphlets and posters. In Newspapers, journals, magazines. 3. Direct Mail/Postcards Develop a list of likely clients for timely communications about vacation specials and regular buyer/gift programs. Provoke more and more users to a particular website that enables them to see sample plans, 4. E-Mail Sending an e-mail to a particular society and then it will make a chain to deliver that e-mail. 5.Marketing Materials Develop a regular look and feel for all corporate security, including: Comment cards collect name, addresses, e-mail, plus feedback on services. One-page brochure describing Frequent Flower Buyer Programs. Stationery business cards, letterhead, envelopes. Gift cards. Packaging develop no-spill packaging to make it easy to transport flowers and use all packaging for branding opportunities. 6.Website Highlight some regular flower program, enable visitors to diary a free phone inquiry and advices, HUMAN RESOURCE PLAN It requires few persons to start this business. First of all owner of the company is the financer and it also have to do lots of work like estimating profits, price policies, designing all the arrangement, pay to suppliers, advertise of the business, handling some kind of complains from the consumer. Basically owner is everything and he/she has to be experienced in taking decisions. Other person that is required is delivery boy who will listen for the consumer requirement and serve the home-deliveries. Other than him a person who have to take care of the plants and flower because flowers has a very short life. And some temporary persons may be required for the important dates when there is a lot of rush in the firm. I will find my employers from the internet and they should have some knowledge of this firm. ASSESMENT OF RISK Starting a new firm we have a serious concern on the risk. A person who is doing this firm must have the experience and if there is no experience then try to gain something about this firm while starting a new business. An entrepreneur did not start any business without the opportunity first of all try to gain some idea and then start. For this research have to done and cover some portions like the place where to set up, windows of opportunity is open. First of all start a business in a small investment then grow it up. Risk came when there are many competitors in the market but what we have to do, try to give some extra facilities, a nice product and in the reasonable cost. This thing reduces the risk in doing business. FINANCIAL PLANS First check out the break even analysis. The cost which we spent is getting profitable. Then project the profit and loss on every product. It also deals with labour cost and cost on the product. Then project every data on the balance sheet. After that compare the ratios with the different year profits and get some idea that the firm in in loss or profit. COST AND PROFITABILITY Startup expenses S.no Contents Amount 1 Showroom on rent 30,000 2 Initial marketing advertising 50,000 3 Stationery 25,000 4 DSL installation service activation 4000 5 Office supplies, giftwrap,packaging 25,000 6 Furniture 50,000 7 Equipment 2,46,000 8 2 Delivery mens 12,000 + 4000(transportation) 9 2 Decorators Designers 20,000 10 Startup inventory (Flowers) 75,000 11 Freshning equipment Freshners 50,000 12 Cleanliness or sweeper 1000 13 Electricity charges 8000 Total Expenditure 6,00,000 Equipments includes: 2 line phone system 10,000 CRS Software 1,70,000 Laptop 30,000 Credit card software 16,000 1 Air conditioner 20,000 CAPITAL INVESTED Planned investment Bank loan 6,00,000 vikrant 1,50,000 Total planned investment 7,50,000 Total planned investment (A) = 7,50,000 Total expenditure (B) = 6,00,000 (A-B) Additional working capital = 1,50,000 YEAR 1 YEAR 2 YEAR 3 PLAN MONTH 1 2 3 CURRENT INTEREST RATE 10.00% 10.00% 10.00% LONG TERM INTEREST RATE 10.00% 10.00% 10.00% TAX RATE 25.42% 25.00% 25.42% OTHERS 0 0 0 Personnel plan YEAR 1 YEAR 2 YEAR 3 MANAGER 200000 250000 400000 EMPLOYEES 300000 325000 360000 TOTAL PEOPLE 5 6 6 TOTAL PAYROLL 500000 575000 760000 Profitability It depends upon contractual terms,by organizing events on special occasions. Providing flowers for decoration purposes in temples and other religious places. Especially in vrindavan. Revenue generated through sales on daily basis. Revenue generated on special occasions BIBLIOGRAPHY 1. http://www.powerhomebiz.com/vol50/florist.htm 2. http://www.bplans.com/florist_business_plan 3. http://www.entrepreneur.com/businessideas/159.html 4. http://www.powerhomebiz.com/guide/cases/christinetoby.htm 5. http://www.paloalto.com/sample_business_plans/florist_business_plan.cfm accessed on 15 Nov 2010

The Controversy Over Internet Censorship Essay example -- Television M

The Controversy Over Internet Censorship   Ã‚  Ã‚  Ã‚   For many people, using the Internet has become practically a new way of life, especially for college students and the like.   Various types of information can be accessed at the touch of a button: anything from encyclopedias, to surveys and essays, to articles from magazines, and adult sites.   Anyone who pays for their Internet service is usually offered space for his or her own web page, and even many free services provide space for personal web pages.   All of this available space can be used for any number of reasons: posting newsletters for community groups, advertising for businesses, or just voicing one’s opinion.   For those of us who know how to use this information, or at least how to find what we need out of it, it’s a very good thing. But what about children?   If adults can access this information with such ease, what’s stopping kids from checking it out too?   Who decides what’s appropriate for kids and whatâ€⠄¢s not when their parents aren’t constantly leaning over their shoulders?   And what about posting things that may be offensive to other people, no matter what age they might be?   Ã‚  Ã‚  Ã‚   With easy access to the Internet and the multitude of Internet services providing all this free web space, many people decide to take advantage.   A person may have a very strong opinion about a subject and feel the need to voice that opinion on a personal web site, whether it is for the purpose of talking about his or her self, or informing others of a particular issue.   What happens when it’s an opinion that some think is funny, yet others find hurtful and offensive?   Can sites like this be censored in order not to offend people?   But what about the people who find it amusing?   Isn’t t... ...hould take in to consideration the thoughts and feelings of others who may be offended, and should also be aware of the influence their information can have on children and others.  Ã‚        Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Works Cited Legislation to Repeal the Internet Censorship Provisions of the Communications Decency Act.   Ã‚  Ã‚  Ã‚   Electronic Privacy Information Center.   19 Jan. 1997. Is There a Right to Speech that Advocates Illegal Acts or Violence?   Electronic Frontier  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚   Foundation.   Racist Speech on College Campuses.   Electronic Frontier Foundation.   Marriott, Michel.   "Rising Tide: Sites Born of Hate."   New York Times.   18 Mar 1999.  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚     

A Life of Usefulness and Reputation :: Medicine College Admissions Essays

A Life of Usefulness and Reputation    The moral responsibility of training individuals for a life of usefulness and reputation rests within the university. However, it is difficult to define what this type of life entails. College education, therefore, is not about supplying students with specific moral obligations to be completed over the course of their lives; instead, universities teach their students to be proactive, to question everything, and to never be afraid to make mistakes. I am confident that my education at Brown, both in and out of the classroom, as well as my interests and concerns reflects my acquisition of these moral obligations.    When I entered Brown University as a freshman, I was completely intimidated by my fellow classmates. I was afraid to ask questions in class for fear of sounding unintelligent. I seldom attended my professors' office hours. Paranoid, I spent hours in the libraries trying to memorize all of my material without fully understanding it. At the end of first semester, I returned home feeling unfulfilled academically and socially. Was this what the next four years of my life would be like?    Over winter break, I came to realize that I had been looking at my educational experience completely backwards. In this way, Brown University is a scary place because you can miss the point completely; there is no one looking out for you, holding your hand to tell you to make the right decisions. This is why college is the obvious environment to teach students how to acquire reputable and useful lives. This type of life is not just thrown at you, as it might be in high school. It is the student's job to create a place for himself where he will be academically and socially fulfilled. This is what I learned from my first semester and this is the environment I have tried to create for myself ever since.    Both inside and outside class, I learned to be proactive, to question everything, and never to be satisfied with imperfection. I learned that my classmates were not evil rivals, but fellow comrades with the same educational goals as my own. I found them to be invaluable sources of help and guidance in my education. Although extremely different, each Brown student is incredibly passionate about whatever they love to do. I still like nothing better than to sit in a room with a few friends and discuss ideas and concepts that were presented in class.

Impact of Excessive Government Regulation :: Over-regulated America

  Ã‚  Ã‚  Ã‚  Ã‚  Some believe the government regulates business too much others feel that the government does not do enough. I believe the government is regulating business far too much and furthermore putting businesses out of business and causing many workers to lose jobs. In this paper I will point out the common problems dealing with government regulation. I will also focus on three major aspects of government regulation which include: 1) regulation interferes with production by halting innovation and discouraging risk taking, resulting in declining employment, 2) government over regulates by setting standards for every aspect of manufacture when it could allow businesses to set overall objectives for their business, 3) regulation cost too much in business compliance, which is passed on to the consumer and finally forces the company out of business. The objectives of safety and health will better be achieved in the absence of government regulation. Government regulatory agencies have spent billions of dollars and there is little evidence that the world is any better off than it was without the agencies and costly reforms. When reading further ask yourself the question, does the costs or regulation outweigh the benefits, I believe they do not.   Ã‚  Ã‚  Ã‚  Ã‚  Regulatory programs normally are started by a group of people with a single interest and pressure the government and people to believe that there is a major crisis, creating panic to an alleged problem. When this happens it pressures Congress to pass a reform law in fear of not being reelected. Media groups also aid in creating panic by focusing on the bad and not the possible solutions to fix the problem. What happens is Congress passes a reform that they have little thought over and create costly new standards that could make little difference in the world. A good example of this happened during the adoption of the auto emission standards of 1970. When Congress passed a bill with little debate and few people having any idea on what the bill was about, creating costly reforms and forcing cut backs on business expenses. In all of the cases of 1970 the Congress chose to regulate instead of the alternatives; court penalties for polluters, tax penalties for employers with poor safety records, or government-funded information programs. The health and safety regulators were created in response to a nonexistent crises, therefore it is not surprising they have made little impact.   Ã‚  Ã‚  Ã‚  Ã‚  Sam Peltzman, University of Chicago economist, did a cost-benefit analysis of the drug regulations that followed the thalidomide tragedy in Europe. In his analysis he focused on the Food and Drug Administration (FDA) which is alike the older single-industry regulators and some of its problems are typical

Coffee Shops Essay

~Learning Issues~ 1. To describe consumers’ decision making in different market segments when they choose retailers of coffee using CDP. 2. To identify additional research that should be conducted to validate assumption about consumer decisions at each stage of the CDP model. 3. To learn how to organize marketing program should be provide for our customers after recognize their decision making process. 4. To see the impact of brand positioning to the consumers decision making. 5. To recommend marketing strategy after learn about consumers decision making process. 1. 0 Summary 2. 0Problem Identification Figure 1: Crimson Cup market segments As a wholesaler of coffee and tea and a provider of marketing programs to independent coffee shops and retailers, CrimsonCup has experienced growth over the past decade and is within range of becoming the nation’s second- or third-largest alternative to Starbucks. Figure 1 show about the segmentation of the Crimson Customers which divided into primary customers and ultimate customers. Primary customers are the independent coffee shops, grocery and restaurant. However the ultimate customers are divided into two groups; first is the consumers that buy the coffee from the primary customers and brewing at home; second is the consumers go to the coffee shops to drink coffee. The important of understanding of the ultimate customers are very important because the demand of the primary customers comes from the demand of ultimate customers as consumers. This company branding mission has focused on creating the independent retailer as the brand, rather than the product supplier. The CrimsonCup brand is featured on packaged coffee sold by retailers for office or home consumption, on mugs and cups provided to retailers and in some other promotional materials, and the firm is now considering the issue of weather it should be more aggressive in its promotion of the CrimsonCup or Coffee for Independent Thinkers brands as well as how best to develop its strategy of helping the independent coffee shops it serves. In understanding of the consumers’ wants and need, they search for many information and from the case, there is one consumer research already give some result about coffee consumption that made the university students or people that closely related to the university environment as focus group. The information get from this research need some additional approval from others finding to made their assumption about the behavior of the consumers to the Crimson Cup product or information related to the coffee consumption will be more meaningful to understand the attitudes of the consumers. By using the consumer decision making model, we are trying to analyze the consumer behavior in consuming coffee and make our recommendations about what strategy should be focus by this company and to suggest some alternatives to solve their problems and to get more opportunities in this industry. 3. 0Analysis We are using the consumers’ decision making model to analyze the consumer behavior of this company. 3. 1Market Segmentation Evaluation The differences of consumers in making decision will make them divided into difference segments in the market. Before we continue to discuss about the consumer decision making process that shows in figure 2, we underline first the environmental influences and individual differences because this two elements in the CDP’s model will be important to most of part in the consumer decision making process. Environmental Influences We found that the environmental influences for this product are culture, family and situation: 1. Culture: The customer segments in this case change over the past year. The American coffee culture brought on by an insurgence of gourmet coffee retailers and than evolved to a point where â€Å"getting a coffee, going out for coffee, is our little space in the workday to call our own†. The evolution of the culture show that how important of coffee in the American culture and they consume it anytime that more than just take the coffee in their breakfast early in the morning. 2. Family: From the research, one of important factors that influence purchasing decision is recommendation from family or friends. 3. Situation: The consumption of coffee in this market segments can also influence by occasion factor means when the whether at that time in winter, they will take more coffee rather than during summer. Figure 2: Consumer Decision Process Model Individual Differences 1. Consumer resources will make individual influences because the consumers in this case have different resources especially time, students or people that working in the university will have limited time to spend for searching location for the coffee shops. They will choose the nearer shops to take a little break to make them fresh. For the money resources, they are not constraint of it because from the research price is at sixth factor that encourage them to buy the coffee and seventh factors that discouraged them to not take it. We can predict that, the consumers in this coffee drink market are not price sensitive because of enough money resources. 2. Attitudes: The beliefs and feeling that more on quality and convenience place when they consume the coffee will make differences to their individual factors. Percent Beliefs and feeling 1. 58 Regularly buy coffee at coffee shop said coffee shops offer better-quality coffee. 2. 33 They think coffee shops sell better coffee than those of their competitors 3. 37 Purchase their coffee at coffee shops instead brewing it at home normally goes to the closest one. 4. Personality: person that need more energy and have busy lifestyle will take more coffee rather than people that consume it because of social activities like to spend time with their friends with coffee. 3. 2Need Recognition Consumers in the coffee market will start recognize that they need to take a cup of coffee at least when there is environmental influences occurs, when their mind set that they must take coffee as the term as ‘consumption norms’ in their culture, they will need to take it anytime. That is the reason why the American will take coffee not only in the morning like Malaysian in their breakfast but anytime when it crosses to their mind. They also will take coffee more in the winter season because their need to make themselves hot and tasty, as well as the routine and tradition of sharing a drink with friends as a social event. For individual differences, the need of the student and people in the university will be differences each of them depends on their psychological affect that when they want to have energy or avoid sleepy when they doing their work, they have to take a coffee. The need recognition for this group will be high when they have many assignments that must be done every time and have to stay up at night. 3. 3Search When the consumers had need recognition process in their mind, they will start with making internal search. In their memory will have some information when they are exposing and have retention to some coffee brand before in their mind. Marketer must stimuli the consumer memory with their activity and non-marketer also give some conformation in this process that consider as external search. Even from the research said that brand is not factors that really encourage or discourage them to choose the coffee but how the marketers positioning their brand still are important. In this case, the marketers generally make TV commercials, store displays, give free samples in the mall and fliers and newspaper coupons to influence the consumers but approach that use by the Crimson Cup to position their product using: 1. Their position statement is â€Å"coffee for Independent Thinkers† as approval to consumers that they will get quality drinks in a clean and friendly environment. From the report said, â€Å"People see ‘coffee for independent Thinkers’ and come in to the coffee house. They like the message. † 2. The Crimsoncup believe that quality can make consumers perceive more better to their product and because of that, they offer quality coffee bean that: Have Fair Trade Certified Organic coffee are certified by USDA (Quality Certification Services) Signature blends. Flavored coffees in light, medium, and dark roasts with Class I Specialty Grade Coffee. Non-marketer also will stimuli them because in this case, word-of-mouth from other people experience will influence them to get information about a new coffee house. Recommendation from family and friends also will influence them to choose the coffee shops. The more effective stimuli expose to the consumer the more intention the brand will be keep it the memory of the consumers. 3. 4Pre-Purchase Evaluation of Alternatives Again this process will influence by environmental influences and individual differences. If they have and experience before with satisfaction after consume the coffee drink, positive reinforcement will be happened to encourage them to use this information in the pre-purchase evaluation alternatives process. But the most important element here is the influence or recommendation from the family and friends to choose the coffee shops or to buy the coffee brands. Here, factor that encourage and discourage will be play in the consumer mind while making evaluation. Research finding is like table 1 and table 2 that mention about factors encourage and discouraged consumers to return to the coffee shops. Table 1: Factors encourage consumers to return to the store Factor Description Score 1. Location Highest score show that the consumers prefer to choose the closest store/shops. 6. 6 2. Taste – 6. 43 3. Atmosphere When going for social reason, atmosphere is important, but less when going alone. 6. 04 4. Price Ranked fifth 5. 19 5. Brand For a favored brand was a reason to purchase coffee for office or home use. 4. 95 Table 2: Factors discourage consumers to return to the store Factor Description Score 1. Taste Highest score 6. 90 2. Price Ranked fourth 6. 00 3. Brand. Brand ranked low as a reason for choosing a store or determining frequency of visits to the store. 4. 56 Even the locations the first choice but the reason of consumers will return to the store are combination of taste, price and location. Speed of service was also mentioned as a factor when deciding to go. 3. 5Purchase When they purchase the coffee, the factors that will attract them to come to the shop are the location and the quality that they will receive from the shop like the taste of coffee as the second encourage factors and also clean and friendly environment. From the report of the Crimson Cup Independent retailers said ‘People see ‘Coffee for Independent Thinkers’ and come in to the coffee house. They like the message’. This shows the success of the retailers to attract the consumers using the brand slogan and the services that will provide clean and friendly environment. 3. 6Consumption From the research found that the most positive items sometimes bought at a coffee shop were breakfast food such as list in table below: Table 3: others items buy in coffee shop. Food Percentage 1. 2. 3. 4. Bagel and muffins Sweets (cookies and cakes) Chai tea Not ever purchase other items 55 14 8 13 Because of the culture of American like coffee, so there is no special time for them to get a cup of coffee but for the students, the probability is drinking coffee early in the morning to boost energy before start work or at night to retain and maintain energy to stay up doing assignment until early in the morning. 3. 7Post-consumption Evaluation. From the case, if they have a bad experiences to the coffee they will make punishment with tell others consumer to not take the coffee at that shop but when they have positive experience they will came again. The research finding tell us that taste of the coffee will be the second important factors why they choose the coffee drinks and the first factor they not return to the coffee shops. So, even location will be the first factor to encourage them to come again to the shops but the taste still be most important as the first things that should be focus by the Crimsoncup to maintain the product quality. Quality is more refer to the taste and the convenience is more refer to the location. The level of satisfaction is encourage by this both factors that make the consumers perceive they receive a good quality product at the right location plus with quality extra services in clean and friendly environment. 3. 8Divestment They did not mention about anything for this process. We will suggest them to make research to identify some information like what the customers do with the bean if they brew it at home, the packaging and maybe the cup to serve the coffee. This information can be use by Crimson Cup to complete building an effective marketing strategy. 4. 0SWOT analysis of Crimson Cup coffee From the case, we analysis their company using SWOT analysis like figure below: Strength Weaknesses Statistics shows that small prepared coffee retailers are growing faster than the mighty Starbucks. Crimson Cup is has specialize in this industry by served independent coffee houses, teaching independent coffee shop owners the skills needed to operate a viable and competitive business. Greg Ubert as a founder of this company is the author of ‘The Seven Steps to Success: A Common Sense Guide to Succeed In Specialty Coffee’. We see this directly to share skills and information with the independent coffee shops retailers but indirectly influence the consumers that they will get quality services from the coffee shops. They have their own website that can search from website address www. forindependenthinkers. com or www. crimsoncup. com . Its expert baristas have opened well over hundred coffee shops around the country. Its starts-up program includes every things needed to operate independently without the constraints of franchise agreements. The coffees that they serve have quality certification like we discuss at the previous chapter. The slogan ‘Coffee for Independent perceive positively by the consumers. The Crimson Cup just focus limit their activities on the coffee and not serving bagels and muffins or sweets even there is demand of the item that found from the research. Opportunity Threat Coffee consumption is very important in American cultures There is winter season every year in that country. There is demand for items purchase with coffee in the shops (i. e. : muffins or cookies) . Recommendation from family or friends is one of the five most important factors for influencing purchase. 58% of respondents who regularly buy coffee at a coffee shop said coffee shops offer better-quality coffee and 33% perceive that the coffee quality of this shops better than competitors There are many competitors in coffee industry that serve with multi-style of marketing strategy such as Starbucks. The negative impression of the consumers to the coffee shops will make them distribute the information using word-of-mouth as a punishment or negative reinforcement for them our others consumers. 5. 0Alternatives There are many problems we identify before so the alternatives we provide here will give suggestion to the entire problem that we will use the make effective recommendation in the next chapter. The alternative will be dividing into: Additional research that should be done to make assumption. Brand focus Marketing strategy Marketing program (IMC) 5. 1Additional Research for More Understanding of the Consumer Behavior. After we make analysis, we put the research that had been done and come with the additional research that possible to be done to make more effective assumption for this company target market like table 4 below: Table 4: Consumer Research Stage Process Done Additional 1 Need recognition Environmental influences Culture Family Situation Individual differences Knowledge Attitudes lifestyle Environmental influences Social Class Individual differences Consumer resources Value 2 Search Stimuli (to general finding) Marketer (TV commercial, etc) Non-marketer (word-of-mouth). The research should be done more focus on the Crimson Cup. 3 Pre-purchase evaluation of alternative Factor encourage and discouraged to return to the coffee shops What make consumers satisfied and come again to the coffee shops. 4 Purchase Location Price Nature/quality of assortment Store clientele can be good research because it will be influence by the social culture. 5 Consumption How they consumer When they consume Where they consume How much they consumer? 6 Post-purchase evaluation Dissatisfaction ? (punishment) Satisfaction? Reaction? 7 Divestment There is no research state in this case. How customer’s divest packaging /cups? 5. 2Brand Focus Here is the evaluation of the alternatives for the brand focus; ‘Coffee for Independent Thinkers’ Advantages: 1. Consumers like the statement, ‘Coffee for Independent Thinkers ’. Once they see this slogan shows in the window of the coffee house, they will go in the coffee house. Besides that, those coffee houses which display this slogan on the window of the coffee houses are promise to offer quality drinks in a clean and friendly environment. 2. University students are the group of people that public perceives them as independent thinkers. So, by emphasis on ‘Coffee for Independent Thinkers’ brand, drinking CrimsonCup coffee can be a trend or lifestyle for the students. 3. When consumers see the seal, they know this coffee house is offer good quality coffee and nice environment for them to enjoy the coffee. As a result, ‘Coffee for Independent Thinkers’ slowly becomes the seal of guarantee for quality coffee. This action also fulfills the need of the consumers that the taste of the coffee is the most important reason that makes consumer to come back again. So, when the consumers see the seal ‘Coffee for Independent Thinkers’, 4. Crimson Cup primary customers is the independent coffee shops, other than attracting the consumers, they also can influence the independent coffee shops retailers to perceive positively this brand slogan. 5. The impact of the slogan show from the research that 58% of respondents who regularly buy coffee at a coffee shop said coffee shops offer better-quality coffee and 33% perceive that the coffee quality of this shops better than competitors. Disadvantages 1. Another disadvantages of promoting ‘Coffee for Independent Thinkers’ brand is CrimsonCup brand has exist for a long time. Most of the people know about CrimsonCup brand because anything about the coffee will makes consumers think of CrimsonCup. For example, when we mention about CrimsonCup, consumers will start thinking of a company who sells good quality coffee bean; a company that provide training for those who would like to open a coffee house; a company offer good quality coffee and etcetra. 2. If suddenly the company changes CrimsonCup to ‘Coffee for Independent Thinkers’ brand, consumers will get confused whether this is a new brand or another company cooperate with CrimsonCup. ‘Crimson Cup’ Advantages: 1. It already establish from 1991 and use by the company. Disadvantages: 1. Consumers are not really care about the brand of the coffee when they just simply want to drink coffee. Only those consumers who purchase the coffee mainly for office or home use will care about the brand of the coffee. So, with only focusing on the CrimsonCup, the impact of promotion or advertising activities not give high impact the consumers intention. Under this kind of situation, they will just choose which coffee house is nearer and convenient for them. 2. Consumers has possibility to ranked this brand quality is same like competitors. 5. 3Marketing Strategy To overcome with the marketing strategy, we divide the alternatives with 4 P’s. For these alternatives, we are using push strategy to encourage the demand from the consumers and pull strategy to encourage the primary customers to run their own activities that can encourage the increasing of sales. 5. 3. 1Price strategy Pricing strategy for the primary customers: Alternative 1: Allowance Alternative 2: Discount Here are the alternatives for the consumers (ultimate customers) Alternative 1: Membership price. Membership price usually entitle for primary customer who purchase constantly and loyal customers. Most of them are independent coffee shop or restaurant. Here customers need to fill in the membership form. This membership duration can last for one year. Crimson Cup provide them special price and keep their purchasing track record. For ultimate customers, every time they purchase at our coffee shop they have to present the membership card and membership number, so they are entitle for 8% discount for each cup of coffee. Each time they purchase by using the membership card they can collect the points and redeem it at our coffee shop. Other than that the advantage being a membership of CC is; based from the track record and base from the personal details we have, we will appreciate our customer during their birthday by giving them birthday coupon and they can redeem it at our coffee shop. Alternative two: Quantity discount Crimson Cup chooses by giving an ‘extra amount’ is one of the good idea to encourage customer to buy in large amount especially independent coffee shop. Every 2kg customers will enjoy 200grms extra. Customer pays for 2kgs price but enjoy 2200grms coffee. From 200grms coffee can cover at least 10 cups of coffee and coffee shop can gain an extra profit from it. For our coffee shop, customers who order five items in a single receipt worth $70 and above entitle for a regular cup of cappuccino for free. This idea is to encourage customer to come in a big group. 5. 3. 2Product strategy A product is define as anything that can be offered to the market for attention, use or consumption and that might satisfy a want or need ( Armstrong and Kotler 278). Alternative 1: Crimson Coffee CrimsonCup is a specialty coffee roaster. Their coffee beans are a special blend that Armando created, which is called Armando’s Blend. It’s smooth, no aftertaste, and smells delightfully good and full fill the coffee drinker’s need. Alternative 2: Coffee Cup Coffee can use disposable cup to serve their coffee with Crimson Coffee name and tagline ‘Coffee for Independent Thinkers’. This is because we want customers to drink with passion. The brown color paper with Crimson Coffee name is actually one different layer of paper. The main function of it is actually to absorb hit and cold; meaning that if customers buy some hot drink they can easily hold the brown layer to avoid them from hot especially kids. It is also same if they buy cold drink, the brown layer is use to absorb the water so that customer no need to ask for tissue paper. Alternative 3: Paper Bags. Fair Trade is an innovative, market-based approach to sustainable development. Crimson Cup is certified organic and shade grown. This means that the products you buy maintain biodiversity, provide shelter for migratory birds and help reduce global warming. Crimson Cup Coffee use paper bag and the material can easily recycle. At the paper bag stated clearly the Crimson Coffee Brand and tagline ‘Coffee For Independent Thinkers’ . Behind the paper bag consumers can search the map for the nearest Quality Certified stores on the CrimsonCup website. Alternative 4 : Product labeling They should show the Crimson Cup Logo at the packaging of the coffee bean that sell in the grocery or coffee shops. All off the certification they get also should be publish at the packaging or cups and mugs use to serve the coffee. Alternative 5: sell muffins, bagels, cookies and cake. They should sell items like bagels, muffins; cookies and cake because of there are demands of the products that consume together with the coffee. 5. 3. 3Promotion Strategy Making joint venture Making joint venture can be one of the methods for its marketing recommendations. For an example making joint venture with famous fast food companies such as MacDonald in order to put coffee in its menu. Now a day’s making joint venture is one of the ways for companies in order to make themselves more popular like PepsiCo which joint venture with KFC or Lipton. 5. 3. 4Place strategy. Clean, friendly environment because consumers more perceive on quality and convenience. Service delivery if the place is too far. Make a target for the range of shops in one town. 5. 4Integrated Marketing Communication program (IMC) Before we suggest alternatives for the IMC, actually the goals of the marketing program are: 1. To increase more awareness about the Independents coffee shops, grocery, and restaurant those serves the coffee from Crimson Cup or sell the coffee beans from this company. 2. To increase the knowledge of the consumers about the coffee and this activities will stimulate them to come to coffee shops or brewing at home. Alternatives 1:Barista4aDay Contest One of the programs which are launched is Barista4aDay which is a program for coffee lovers as customers (ultimate customers) or even independent coffee shop owners (primary customers). The program is simple. One coffee lover gets to spend a day learning the art of Barista. A Barista is a professional who is highly skilled in coffee preparation, with a comprehensive understanding of coffee, espresso, roast degree and espresso equipment. Point of purchase Try the coffee in front of the coffee shops. Crimson Cup travel to the focus group. Go to university or potential place by lorries. Leader’s opinion 6. 0Recommendation of Strategy After we list the all alternatives for all the problems that we underline in second chapters, we come with the recommendations below in the combination of strategy that will be run to influence the consumers’ decision making process. 4 P’s Price: Alternative 1: Allowance Alternative two: Quantity discount Product: Alternative 1: Crimson Coffee Alternative 2: Coffee Cup Alternative 4: Product labeling Alternative 5: sell muffins, bagels, cookies and cake. Promotion: Making joint venture. Package to make them try the muffin as new product Place: Clean and friendly environment. IMC (annual program) Baristas4aDay with personality Research Store clientele 7. 0Plan of action Program Responsible Duration Description 1. 2. 3. 4. 5. 6. 8. 0Contingency Plan 4 P’s Price: Alternative 1: Discount during winter season Alternative two: Quantity discount Product: Alternative 1: Crimson Coffee Alternative 2: Coffee Cup Alternative 4: Product labeling Promotion: Place: Clean and friendly environment. IMC (annual program) Point of purchase at the store Word of mouth by a leader 9. 0Conclusion. Consumer decision making model is very useful to analyze the behavior of consumers start from need recognition process until the divestment process. But, to get information for the every step or process in the model, some research should be run because research will supply more reliable and valid information to make our assumption more accurate. The assumption will be use to make prediction to the consumers decision making and this information are useful when the marketer trying to strategize their marketing programme or marketing activities to supply the products that can really transfer value the consumers. Reference: Blackwell, Miniard and Engel (2006), Consumer Behavior, 10th Ed. , Thompson, Southwestern Kotler, P. (2006) Marketing Management 12th edn. , Upper Saddle River, New Jersey; Perentice Hall. Kotler, P and Gary Armstrong (2006). Principles of Marketing 11th edn. Upper Saddle River, New Jersey, USA: Prentice-Hall Inc http://www. wikipedia. com http://www. mplans. com http://www. forindipendentthinkers. com.