1.What are the marketing mix strategies used by the venture? (Please use the concepts that we covered in the class and enhance it from external sources)
* product : camel milk coffee ,cabatshino, camel meet hot dog, …etc
* price : reasonable compare to other branded café like costa and neuro café
* promotion: through government arrange seminars for SME as example for local entrepreneur + by adds in local radios + adds in social media etc
*process & people : they have internal training for their product process and service standards and delivery
2. What are the marketing strategies developed by the venture to target, segment, position, and differentiate its products/services from competitors? (Please use the concepts that we covered in the class and enhance it from external sources)
For people like the new life style whether need take away service or young who need to enjoy the café atmosphere also he has location (café truck on the Jumeirah beach Dubai for the beach visitors)
They use local products like camel milk and meet in their products
3. Discuss the various constraints faced by the venture at the early stage of the start-up. How the company did lessen these constrains? (Please use the concepts that we covered in the class and enhance it from external sources)
Food or Café truck concepts was totally new in UAE when Café 2 go introduced in for first time in Dubai and he faced few resistance from regulators and licensing bodies since this type of policies where not established at that time he got the benefit to be the first entrance in the market and now other entrepreneurs followed him. The founder belived a lot in his idea Dubai Government support all new ideas and entrepreneurs specially UAE nationals , he went to Dubai SME foundation and they had supported him to establish his venture and to get other government entities approvals
4. What are the major steps that the venture used in the new-product development process? (Please use the concepts that we covered in the class and enhance it from external sources)
5. What are the promotional mix strategies used by the venture (e.g. advertising, personal selling, public relations, and direct marketing)? (Please use the concepts that we covered in the class and enhance it from external sources)
6. How the distribution-channel strategies have helped the venture to be successful? (Please use the concepts that we covered in the class and enhance it from external sources)
7. What are the sales management, promotional, and viral marketing strategies used by the venture? (Please use the concepts that we covered in the class and enhance it from external sources)
Deliverables:
1. Report: minimum of ten pages long excluding, the cover page, tables, charts, and the references’ pages (double-spaced)
a. Executive summary
b. Background information about the venture
c. Answer to the above questions with creativity, depth, and soundness
d. e. Key insights (recommendations)