Second Cup

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Running head: CASE STUDY: SECOND CUP

Case Study: Second Cup
Audrey Fortin, Joshua Hartson, Ashley Jardine, & Andie Walker Turner St. Lawrence College
Marketing Principles
Kip Tuckwell
November 28th, 2011

Case Study: Second Cup
Second Cup’s strengths are:
* They offer a unique coffee experience. Second Cup focuses on the atmosphere of their shops and pays a great attention to detail. Unlike their independent counterparts, Second Cup has the resources to create a universal ambiance throughout all of their retail stores. Their stores are very well designed, but have more of an exclusive feel than other coffee shops. * They are a subsidiary of Cara. Cara is one of the largest operators of full-service restaurants in Canada. The relationship with Cara gives Second Cup access to more resources—such as administrative services and monetary resources. * They are fairly priced.

* They are a globally recognizable brand. Second Cup was established in Toronto, Ontario and has been around since 1975. Over the past 35 years, they have expanded to over 16 countries. Most Canadians can identify the logo and recognize the brand. * They are socially responsible. Second Cup is a very socially responsible company, they are not only fair trade certified, but they are also supported by the rainforest alliance. This is a strong point for the company, because it shows that they are responsible and are not all about profits. Second Cup is a very socially responsible company, they are not only fair trade certified, but they are also supported by the rainforest alliance. This is a strong point for the company, because it shows that they are responsible and are not all about profits. *

* They have a loadable gift card. (Lost and stolen program) * They has something new. (USP – new products all the time) (innovation) Second Cup’s weaknesses are:
* They are a franchised company. People aren’t buying franchise they don’t grow * Second Cup is...
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