Phase One – Upgrade the Internet accessibility at all Panera Bread locations • Development of product – One in three households has never used a computer. 18% of American households do not own a computer or have Internet access (Absolute Astronomy, 2011). • SWOTT – An analysis of the cyber-café will find the strengths, weaknesses, opportunities, threats, and trends in the market. • Market Research – Panera Bread will distribute a survey to the company’s customer base that will lead to a better understanding of the consumer’s needs for Internet accessibility. Phase Two – Marketing to Consumers
• Target Market – Consumers between the age of 18-50
• Consumers – Consumers want to access the Internet for various reasons such as keeping in touch with family, friends, accessing research data, and more. • Competitors – Knowing the possible competitors and what they will offer. Phase Three – Expectations of the New Cyber-café
• Attributes –A larger server and reasonably priced cycle – Expected product life cycle for the cyber-café will be approximately 10 years. The reaction expected from competitors will cause a high incentive to duplicate Panera’s new era of cyber-cafes. • Strategy and Price – The basic strategy is to provide a need to the consumers of Panera Bread. The services cost will...