Research Brief for SGA Management

Research Brief for SGA Management

Research Problem

Assessment of the target market needs for effective branding of Marty's Cafe.

Overview

The SGA management is highly efficient and proactive in providing a wider range of facilities to the students and staff within the campuses. The decision to upgrade and redesign the existing canteen areas is being considered which requires extensive research to identify the needs of the target market. At present, the canteen areas do not have a cafe and a retail shop. The plan is to establish Marty's Cafe where SGA branded apparel, stationary items, gifts and souvenirs would also be sold and offer exciting food menu for the students and staff. The brand development strategy needs to be developed in order to create a unique appeal for the concept so that it serves as a highly effective strategic marketing plan. The expansion of existing facilities within the campuses can be done by designing a unique Cafe where students and staff can have social meetings, eat and enjoy in the relaxing environment after work. It needs to be highly attractive so that large customer base can be attracted on daily basis. To increase the satisfaction level of students and staff within the campus, the SGA management has decided to enhance their experience within the campus through expansion of facilities. The student facilities such as the canteen houses do not reflect a happening lifestyle and ambiance. It is the need of the students and staffs to have an exclusive cafe where several activities can be performed such as eating, socializing, purchasing different products and relaxing. This exclusive facility can be introduced through an effective branding strategy which will aim to offer a unique lifestyle to the students and staff. It would serve as an attractive activity for students within the campus and lead towards effective branding in the long run.

Background Information

The students and staff satisfaction are highly crucial for the SGA management. In order to provide quality services through expanding the existing facilities is the key to gain customer satisfaction. The target market for the new Marty's Cafe within the campus is the students and staffs who need to relax and enjoy their free time in the campus. The increase the time duration and sales turnover within the campus canteen areas, the new cafe would serve as an existing place. The concept of a happening and lively cafe would be successful if the marketing mix matches the demands of the target market. The ambiance and food will be the major attractions fir the students and staff. In order to create unique selling preposition (USP), there is a need to assess the preferences and tastes of the target market. The effectiveness of branding strategy can only be achieved when the needs of the target market are satisfied. In satisfying the needs of the target audience, it is important to create an emotional appeal with the brand so that a linkage can be developed. The target market should be encouraged to ...