ࡱ> UWT7 BbjbjUU ".7|7|Bl <2EGGGGGG$  JkkEE 1 0+]10b b 12.1 CATEGORY DEFINITION Dj Brew, Inc. (Deja Brew) competes in what we will call the gourmet coffee caf category. Gourmet coffee cafes serve gourmet coffee, which is typically hand roasted in an artisan tradition and served as either traditional drip coffee, Italian style espresso drinks, cold espresso or drip coffee beverages, and a variety of other coffee specialty drinks. These cafes also feature a selection of teas ranging from commodity quality to gourmet and from limited to extensive. Most feature a sitting area for customers to enjoy their beverages in addition to to-go service. In addition to beverages, most cafes serve a variety of bakery and food items and ready-to-drink items such as sodas or fruit juices. Unlike the beverages, the production of these items is typically outsourced to larger food manufacturers. 2.3 COMPANY AND COMPETITOR ANALYSIS Deja Brew competes in the gourmet coffee caf category in the Gainesville, Florida market. We have identified 5 major competitors that exist in this geographic region: Starbucks Coffee Company, Java City, Maudes Classic Caf, PJs Coffee, and Barnies Coffee and Tea. Starbucks Coffee Company is by far the largest of our competitors with thousands of locations in the United States and abroad. Starbucks is based out of Seattle, Washington, and earns revenues in excess of $6 billion annually. They have branched out into music, and most recently into movies with a partnership with Lions Gate Films. They have six locations in Gainesville with more in the planning phase. They also have four licensed concept locations managed by Aramark on the University of Florida campus at the Orange and Brew, the Levin College of Law, and Shands Hospital. Starbucks is a popular stop for morning commuters, and also sells a large variety of whole bean coffees both in their caf locations and grocery outlets. Java City is a franchise concept licensed to Aramark, the sole provider of dining services for the University of Florida. They operate cafes in several areas on campus, including the Reitz Union food court, the Dental School, Racquet Club, Engineering Building, The Health Professions Nursing Pharmacy School, and the center for Orthopedics and Sports Medicine. Java City sells espresso and drip coffee drinks and food products. Maudes Classic Caf is a private enterprise located in downtown Gainesville on 2nd Ave., near the popular Union Street Station and the Hippodrome State Theatre. They offer a variety of coffee beverages, desserts, and most recently added a full menu of sandwiches and salads available during lunch and dinner hours. The atmosphere, possible the most appealing of their offerings, is unique amongst the other Gainesville cafes, and can mostly be described as what an independent caf might be. PJs Coffee Barnies Coffee and Tea has a location at the Oaks Mall in Gainesville. Barnies is known for dominating the American mall, and has a location in most medium and large sized malls. They offer espresso drinks, Coffee Coolers (cold, sweetened, flavored coffee) and Freezers, which are frozen drinks with coffee and ice cream. They are also known for their variety of flavored and unflavored whole bean coffees, which are in bins allowing easy composition of custom blends and quantities. 2.3.1 Product Features Matrix The following is a product features matrix which allows us to compare our strengths and weaknesses on factors that are important to our customers in the Gainesville market. Some factors (marked with an *) are rated on a scale of one to five because of they are difficult to quantitatively measure or describe. FeaturesStarbucksJava CityMaudesPJsBarniesDeja BrewCoffee Quality*542433Menu Variety*322544Location(s)-Archer Rd. -13th & University -Magnolia Pointe -Newberry Road -13th & 16th -Union Street Station -Plaza Royale -4 Campus locations-Reitz Union -Racquet Club -Engineering Building -Dental School -HPNPS -Orth. & Sports Med.Downtown at Sun Center, across from Union Street Station and the HippodromeNew location on Archer near I-75One location at The Oaks MallOne location on University Ave, across from Library West and sharing space with Target CopyFood Selection4?5?23Price233323Caf hoursOpen: 5:30 am to 6:00 am Close: 10:00 pm to 1:00 amOpen: 7:00 am to 7:30 am Close: 3:00 pm to 3:30 pmMall hours: 10:00 am to 9:00 pmCoffee available from 6:00 am to 12:00 am, caf open 24 hoursCoffee-free offerings4???34Comfort of Caf Area414?22Internet Availability/ Computer accommodationsMultiple Outlets Available, Internet available through account with T-Mobile HotSpotUniversity outlets available and free internet for UF studentsLimited outlet availability, free wireless internet through City of Gainesville?Few Outlets and no wireless internetLimited outlets and wireless internet from UF campusSpeed of Service3?1?33Cleanliness432435 We can see from the matrix that Deja Brew is performing well in menu variety, coffee-free offerings, caf hours, internet and computer accommodations, and cleanliness. 2.3.2 Objectives (Growth/hold/consolidation/harvest) 2.3.3 Strategies 2.3.4 Marketing Mix Pricing. Promotion. Distribution. Product and Service Capabilities. 2.3.5 Profits 2.3.6 Value Chain The Value Chain was written about in Michael Porters book Competitive Advantage: Creating and Sustaining Superior Performance. 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