MNM3705
Assignment 3 Semester 2 2025
2 2025
Unique Number:
Due date: September 2025
1. PROJECT SCOPE
The Yuppiechef Coffee Cafés project aims to expand the brand by introducing cafés inside
its existing physical stores. These cafés will serve light meals, baked goods, and high-quality
coffee, all prepared and presented with Yuppiechef kitchenware. The concept is more than
just selling refreshments; it is about creating a lifestyle experience where customers can see
and interact with the brand’s products in action. By blending retail with hospitality, the cafés
will give customers a chance to enjoy Yuppiechef tools in a practical, everyday setting. This
approach is intended to boost customer engagement, strengthen loyalty, and attract new
audiences who may not yet know the brand.
The main reason for launching the project is to reinforce Yuppiechef’s image as more than a
kitchenware retailer. Instead, the cafés will position the business as a lifestyle brand that
values quality, innovation, and community connection (Kotler & Keller, 2022). The goal is not
only to increase store visits and product sales but also to create memorable experiences
that set Yuppiechef apart from competitors. The project will bring together marketing teams,
store managers, suppliers, and café staff, supported by integrated campaigns including
digital marketing, in-store activations, influencer collaborations, and PR initiatives.
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
1. PROJECT SCOPE
The Yuppiechef Coffee Cafés project aims to expand the brand by introducing cafés
inside its existing physical stores. These cafés will serve light meals, baked goods,
and high-quality coffee, all prepared and presented with Yuppiechef kitchenware.
The concept is more than just selling refreshments; it is about creating a lifestyle
experience where customers can see and interact with the brand’s products in
action. By blending retail with hospitality, the cafés will give customers a chance to
enjoy Yuppiechef tools in a practical, everyday setting. This approach is intended to
boost customer engagement, strengthen loyalty, and attract new audiences who may
not yet know the brand.
The main reason for launching the project is to reinforce Yuppiechef’s image as
more than a kitchenware retailer. Instead, the cafés will position the business as a
lifestyle brand that values quality, innovation, and community connection (Kotler &
Keller, 2022). The goal is not only to increase store visits and product sales but also
to create memorable experiences that set Yuppiechef apart from competitors. The
project will bring together marketing teams, store managers, suppliers, and café
staff, supported by integrated campaigns including digital marketing, in-store
activations, influencer collaborations, and PR initiatives.
2. SITUATION ANALYSIS
2.1 SWOT Analysis
A SWOT analysis outlines the internal strengths and weaknesses, as well as the
external opportunities and threats, that will influence the success of Yuppiechef’s
new coffee café initiative.
Strengths
Yuppiechef enjoys a strong reputation as one of South Africa’s top online and
physical retailers for premium kitchenware. Its long-standing track record of excellent
customer service and consistent recognition through industry awards provides a
solid foundation for trust. The cafés will exclusively use Yuppiechef kitchen tools,
reinforcing the brand’s authenticity and showing products in a practical setting (Kotler
& Keller, 2022). This creates a seamless connection between what customers
, For additional support +27 81 278 3372
experience and what they can purchase. Yuppiechef also benefits from a loyal
customer base and a proven history of creative brand campaigns, such as the
memorable ―Lovebirds‖ initiative against Woolworths, which demonstrated its ability
to generate attention through innovation.
Weaknesses
The company’s main expertise lies in retail rather than food service, which
introduces challenges in café operations. Areas such as food preparation, health
regulations, supply chain management of fresh ingredients, and staff hospitality
training are new to the business. Additionally, the number of physical Yuppiechef
stores is relatively small compared to established café chains, limiting the immediate
reach of the café concept.
Opportunities
Café culture in South Africa continues to grow, with more consumers seeking
artisanal coffee and lifestyle-driven spaces (Euromonitor, 2023). Customers are
increasingly drawn to experiences that combine social connection with high-quality
products. This trend gives Yuppiechef an opening to differentiate itself by offering a
hybrid between retail and hospitality. Partnerships with local roasters, chefs, and
lifestyle influencers can also enhance credibility, increase visibility, and create
additional buzz.
Threats
The café market is crowded, with strong competitors such as Vida e Caffè, Seattle
Coffee, and Starbucks. Rising operational expenses, including electricity and food
costs, threaten profitability. At the same time, South Africa’s tough economy may
reduce spending on premium cafés. Most importantly, if the café experience fails to
meet Yuppiechef’s established premium standards, it risks damaging the brand’s
reputation.
2.2 Target Market Identification
The target market for Yuppiechef Coffee Cafés can be understood through three
dimensions: demographic, psychographic, and behavioral characteristics.
Demographic Characteristics
Assignment 3 Semester 2 2025
2 2025
Unique Number:
Due date: September 2025
1. PROJECT SCOPE
The Yuppiechef Coffee Cafés project aims to expand the brand by introducing cafés inside
its existing physical stores. These cafés will serve light meals, baked goods, and high-quality
coffee, all prepared and presented with Yuppiechef kitchenware. The concept is more than
just selling refreshments; it is about creating a lifestyle experience where customers can see
and interact with the brand’s products in action. By blending retail with hospitality, the cafés
will give customers a chance to enjoy Yuppiechef tools in a practical, everyday setting. This
approach is intended to boost customer engagement, strengthen loyalty, and attract new
audiences who may not yet know the brand.
The main reason for launching the project is to reinforce Yuppiechef’s image as more than a
kitchenware retailer. Instead, the cafés will position the business as a lifestyle brand that
values quality, innovation, and community connection (Kotler & Keller, 2022). The goal is not
only to increase store visits and product sales but also to create memorable experiences
that set Yuppiechef apart from competitors. The project will bring together marketing teams,
store managers, suppliers, and café staff, supported by integrated campaigns including
digital marketing, in-store activations, influencer collaborations, and PR initiatives.
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
1. PROJECT SCOPE
The Yuppiechef Coffee Cafés project aims to expand the brand by introducing cafés
inside its existing physical stores. These cafés will serve light meals, baked goods,
and high-quality coffee, all prepared and presented with Yuppiechef kitchenware.
The concept is more than just selling refreshments; it is about creating a lifestyle
experience where customers can see and interact with the brand’s products in
action. By blending retail with hospitality, the cafés will give customers a chance to
enjoy Yuppiechef tools in a practical, everyday setting. This approach is intended to
boost customer engagement, strengthen loyalty, and attract new audiences who may
not yet know the brand.
The main reason for launching the project is to reinforce Yuppiechef’s image as
more than a kitchenware retailer. Instead, the cafés will position the business as a
lifestyle brand that values quality, innovation, and community connection (Kotler &
Keller, 2022). The goal is not only to increase store visits and product sales but also
to create memorable experiences that set Yuppiechef apart from competitors. The
project will bring together marketing teams, store managers, suppliers, and café
staff, supported by integrated campaigns including digital marketing, in-store
activations, influencer collaborations, and PR initiatives.
2. SITUATION ANALYSIS
2.1 SWOT Analysis
A SWOT analysis outlines the internal strengths and weaknesses, as well as the
external opportunities and threats, that will influence the success of Yuppiechef’s
new coffee café initiative.
Strengths
Yuppiechef enjoys a strong reputation as one of South Africa’s top online and
physical retailers for premium kitchenware. Its long-standing track record of excellent
customer service and consistent recognition through industry awards provides a
solid foundation for trust. The cafés will exclusively use Yuppiechef kitchen tools,
reinforcing the brand’s authenticity and showing products in a practical setting (Kotler
& Keller, 2022). This creates a seamless connection between what customers
, For additional support +27 81 278 3372
experience and what they can purchase. Yuppiechef also benefits from a loyal
customer base and a proven history of creative brand campaigns, such as the
memorable ―Lovebirds‖ initiative against Woolworths, which demonstrated its ability
to generate attention through innovation.
Weaknesses
The company’s main expertise lies in retail rather than food service, which
introduces challenges in café operations. Areas such as food preparation, health
regulations, supply chain management of fresh ingredients, and staff hospitality
training are new to the business. Additionally, the number of physical Yuppiechef
stores is relatively small compared to established café chains, limiting the immediate
reach of the café concept.
Opportunities
Café culture in South Africa continues to grow, with more consumers seeking
artisanal coffee and lifestyle-driven spaces (Euromonitor, 2023). Customers are
increasingly drawn to experiences that combine social connection with high-quality
products. This trend gives Yuppiechef an opening to differentiate itself by offering a
hybrid between retail and hospitality. Partnerships with local roasters, chefs, and
lifestyle influencers can also enhance credibility, increase visibility, and create
additional buzz.
Threats
The café market is crowded, with strong competitors such as Vida e Caffè, Seattle
Coffee, and Starbucks. Rising operational expenses, including electricity and food
costs, threaten profitability. At the same time, South Africa’s tough economy may
reduce spending on premium cafés. Most importantly, if the café experience fails to
meet Yuppiechef’s established premium standards, it risks damaging the brand’s
reputation.
2.2 Target Market Identification
The target market for Yuppiechef Coffee Cafés can be understood through three
dimensions: demographic, psychographic, and behavioral characteristics.
Demographic Characteristics
