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PRINCIPLES OF MARKETING
DMK1013
ASSIGNMENT 1
Topic: COMPANY CASE STUDY (Beano’s Cafe: An Egyptian Flavor)

INSTRUCTION:

1. Answer the questions as per attached.

2. Mode: Individual

3. The format of the assignment shall be in accordance with the following description: Font:Arial
Size: 11
Spacing:1.5
Text:Justified

4. Assignment shall be at least 10 pages.

5. The cover page shall be in LIGHT BROWN colour and the template is as per attached.

6.Ideas or texts taken from articles, books or websites shall be acknowledged by inserting footnotes.

7.Date of Submission: 18 JANUARY 2013

*If you have any difficulties in submitting the assignment according to the date given, you may come and discuss with me.

QUESTION

Company Case (Chapter 7; Page 243/244/245)
Beano’s Café: An Egyptian Flavor

Synopsis
Beano’s Café is a successful and popular chain in Egypt. To begin with, the business attempted to cater for a broad market and to create brand awareness. Over time, the business began to focus on the youth market. Customer service is an integral part of the overall offering. The use of mystery shoppers has been used to check customer experience and changes have been made as a result of the findings. More recently, the business has been making use of Internet based marketing to ensure that it advertising messages reach the intended target markets.

a) Based on the segmentation variables, how is Beano’s Café now segmenting and targeting the coffee market? b) Discuss how Beano’s positioned itself in the Egyptian local market. Also explain how Beano’s differentiated itself from the competition. c) What changed first, the Beano’s customer or the Beano’s Café experience? Explain your response by discussing principles of market targeting. d) Briefly outline a marketing campaign targeting a new segment for Beano’s Café.

PRINCIPLES OF MARKETING
DMK1013

ASSIGNMENT 1
Company Case
Beano’s...
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