Tropical Smoothie Cafe Project
Tropical Smoothie Café
Team One
Project Consultants:
Brenna O’Regan, boregan@radford.edu
Amanda Newsome, anewsome@radford.edu
Kemper Jones, ekjones@radford.edu
Chris Nguyen, cnguyen@radford.edu
Jeffrey Joyce, jajoyce@radford.edu
Table of Contents
Executive Summary 3
Franchisor Background Information 4
Product/ Service Description 5
Situation Analysis 6
Target Market 9
Site Location 11
Marketing Strategy 14
Recommendation 16
References 17
Executive Summary
Tropical Smoothie Café is a casual restaurant offering a variety of smoothies, as well as food items, such as wraps, sandwiches and salads. It attracts health- conscious people and this consultant team is considering whether or not is has potential in the New River Valley. Among thorough research into Tropical Smoothie Café’s history, a collection of information has been researched as to how well this restaurant would fit in with not only the New River Valley’s consumers, but with the existing restaurants. It has been found that Tropical Smoothie’s clientele and target market is healthy, younger people, who are focused on healthy living. It has also been found that Tropical Smoothie holds many strengths and opportunities, such as its differentiation as being both fast food, and healthy food. It also has a lot of growth potential and could possibly do well in an area like the New River Valley. There is not much competition from existing restaurants because the types of food and smoothie items are unlike many other menu items of restaurants in this area. Information was gathered on the characteristics of the populations of the towns in the New River Valley to better pick a potentially successful site in which Tropical Smoothie Café would do well. The trade areas and the habits of the existing populations of the towns were also taken into account. In all, the
Team One
Project Consultants:
Brenna O’Regan, boregan@radford.edu
Amanda Newsome, anewsome@radford.edu
Kemper Jones, ekjones@radford.edu
Chris Nguyen, cnguyen@radford.edu
Jeffrey Joyce, jajoyce@radford.edu
Table of Contents
Executive Summary 3
Franchisor Background Information 4
Product/ Service Description 5
Situation Analysis 6
Target Market 9
Site Location 11
Marketing Strategy 14
Recommendation 16
References 17
Executive Summary
Tropical Smoothie Café is a casual restaurant offering a variety of smoothies, as well as food items, such as wraps, sandwiches and salads. It attracts health- conscious people and this consultant team is considering whether or not is has potential in the New River Valley. Among thorough research into Tropical Smoothie Café’s history, a collection of information has been researched as to how well this restaurant would fit in with not only the New River Valley’s consumers, but with the existing restaurants. It has been found that Tropical Smoothie’s clientele and target market is healthy, younger people, who are focused on healthy living. It has also been found that Tropical Smoothie holds many strengths and opportunities, such as its differentiation as being both fast food, and healthy food. It also has a lot of growth potential and could possibly do well in an area like the New River Valley. There is not much competition from existing restaurants because the types of food and smoothie items are unlike many other menu items of restaurants in this area. Information was gathered on the characteristics of the populations of the towns in the New River Valley to better pick a potentially successful site in which Tropical Smoothie Café would do well. The trade areas and the habits of the existing populations of the towns were also taken into account. In all, the
References: 1. Tropical Smoothie Café. 2006. Retrieved October 2006 from http://www.tropicalsmoothie.com/ 7. Wikipedia. October 17, 2006. Christiansburg, Virginia. Retrieved October 29, 2006 from http://en.wikipedia.org/wiki/Christiansburg%2C_Virginia 8. Wikipedia. September 16, 2006. Blacksburg, Virginia. Retrieved October 29, 2006 from http://en.wikipedia.org/wiki/Blacksburg%2C_Virginia 9. Wikipedia. October 1, 2006. Radford, Virginia. Retrieved October 29, 2006 from http://en.wikipedia.org/wiki/Radford%2C_Virginia