Cafe Bijoux

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Café Bijoux

Algoma University

Q 1) What is the current positioning strategy? Is it working? Why or why not? Positioning strategy helps a company in creating its identity and its products/service it provides (Anderson, 2011). Café Bijoux offers a relatively low price for a cup of soup and a sandwich, while offering healthy and tasty meals to their targeted market (primarily workers at the City Hall). To keep the cost low, the management did not printed a menu instead it was written on a chalkboard and was updated daily. In addition, the condiments were handed out to the customers as they picked up their orders. Business operations were from 10 am till 3 pm, mainly attracting customers from local surrounding business for lunch, specializing in homemade soup, fresh sandwiches, and salads. The positioning strategy was not successful mainly due to an unclear vision. Even though it attracted a niche market it was a great strategy of offering healthy foods, however it was not implemented effectively. There were complaints on several occasions that the restaurant could not be located, the mangers were aware about the conflict, but were unable to resolve it due to lack of financial abilities. Furthermore, the restaurant was located beside a parking garage, which was used by the city hall employees and other public offices employees. The average arrival time for these employees was between 7:30 – 8:30 am and they leave around 4:30 – 5:30 pm, while Furthermore, management has failed to identify a clear strategy for the business. No clear vision has been implemented due to the business’ dysfunctions in general. The café, only opens five days a week, caters to lunch specials, however, should be a breakfast and brunch getaway from the offices of many which hasn’t been the case. In addition, due to the scheduling of the hours of operations many potential customers are missed due to the café being closed in the morning and the evening, where many are entering and leaving...
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