Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/187141
Title: THE MARKETING STRATEGY OF CAFES
Authors: SHARON OH BEE YIAN
Issue Date: 1999
Citation: SHARON OH BEE YIAN (1999). THE MARKETING STRATEGY OF CAFES. ScholarBank@NUS Repository.
Abstract: Despite the recent regional crisis, cafes seem to have prevailed. Coffee culture has infiltrated Singapore particularly along Orchard Road. These western-style coffee houses were pioneered by the first Coffee Club outlet in Holland Village in 1991. Other coffee chains have jumped on the bandwagon ever since, attracting a clientele of young adults and students. The coffee culture involves just relaxing with a good cup of coffee after work, school and shopping to read, draw or watch the world go by. In addition to speciality coffee, most cafes offer light refreshments in a more casual setting than a regular restaurant. There is no manual for success, the marketing strategy is merely a facet of how cafe managers apply their knowledge, experience and insights to enable their cafes to succeed in a dynamic market. In the marketing strategy of cafes, the customer base has to be defined first followed by the adoption of an appropriate marketing mix.
URI: https://scholarbank.nus.edu.sg/handle/10635/187141
Appears in Collections:Bachelor's Theses

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