As Director of Marketing of Cal’s Coffee Place, I’d like you to analyze the current Coffee/Restaurant market (consisting of Starbucks and Dunkin Donuts.) to try to find a unique positioning for your new restaurant. You should discuss the following.
1.A Strategic Situation Summary
2.The current distinctive capabilities of the competitive set and what Cal’s distinctive capability might be
3.An analysis of your 6 Ps of marketing.
4.A segmentation strategy for your new restaurant
5.A target market recommendation and positioning for your new restaurant in the market (vis a vis Starbucks and Dunkin.)
6.Finally, what will be your Social Media and Mobile strategy for Cal’s Coffee Place.
Your recommendation should come from your understanding of the position of the company, your creativity, and what YOU think they should be thinking about. The essay should be no more than two pages, double-spaced.