VOM2: Market Research The French Press Scenario
The French Press Scenario
*Please read the scenario below and see Appendices A–C that follow. The scenario
and all supporting information are fictional, including the town and business
names.
, VOM2: Market Research The French Press Scenario
Honeysuckle is a small town near several well-known lakes in Louisiana. It is known as a
tourist destination for its historic charm, eclectic shops, and great restaurants. The French
Press coffee shop has been a staple of the town for over two decades. It is located on Main
Street, in the center of the small town. The owner, Ms. Martel, has carefully curated the
drinks and pastries sold in the small community coffee shop. When The French Press
opened, it was the only shop serving premium coffee in the small town. However, within a
few years of the shop opening, several large national chain coffee shops moved into town.
The national chain coffee shops mostly serve drive-through customers and are conveniently
located near the interstate leading into the small town.
Over the past decade, Ms. Martel has opened 9 new locations, for a total of 10 locations
throughout the Southern Louisiana region. Being true to the brand, the new shops opened in
small towns where they had the opportunity to become the hub of the community. The same
business model and menu were used in all locations.
Ms. Martel has noticed that The French Press shops’ sales have been declining over the past
two years, which has affected the overall profitability of the chain. Ms. Martel has also found
that the original customer base has changed greatly since The French Press originally
opened. She determined that she needs to increase sales to existing customers while also
increasing the number of customers coming into The French Press shops. However, after
trying to come up with solutions to the declining sales and profitability on her own, Ms.
Martel realized there is a lot of information she does not know.
To start planning, Ms. Martel has hired a market research firm to help her identify the causes
of the declining sales and make recommendations. You are a market research analyst at this
firm and have been tasked with leading the market research team on The French Press
account. You have a budget of $5,000.
The French Press Scenario
*Please read the scenario below and see Appendices A–C that follow. The scenario
and all supporting information are fictional, including the town and business
names.
, VOM2: Market Research The French Press Scenario
Honeysuckle is a small town near several well-known lakes in Louisiana. It is known as a
tourist destination for its historic charm, eclectic shops, and great restaurants. The French
Press coffee shop has been a staple of the town for over two decades. It is located on Main
Street, in the center of the small town. The owner, Ms. Martel, has carefully curated the
drinks and pastries sold in the small community coffee shop. When The French Press
opened, it was the only shop serving premium coffee in the small town. However, within a
few years of the shop opening, several large national chain coffee shops moved into town.
The national chain coffee shops mostly serve drive-through customers and are conveniently
located near the interstate leading into the small town.
Over the past decade, Ms. Martel has opened 9 new locations, for a total of 10 locations
throughout the Southern Louisiana region. Being true to the brand, the new shops opened in
small towns where they had the opportunity to become the hub of the community. The same
business model and menu were used in all locations.
Ms. Martel has noticed that The French Press shops’ sales have been declining over the past
two years, which has affected the overall profitability of the chain. Ms. Martel has also found
that the original customer base has changed greatly since The French Press originally
opened. She determined that she needs to increase sales to existing customers while also
increasing the number of customers coming into The French Press shops. However, after
trying to come up with solutions to the declining sales and profitability on her own, Ms.
Martel realized there is a lot of information she does not know.
To start planning, Ms. Martel has hired a market research firm to help her identify the causes
of the declining sales and make recommendations. You are a market research analyst at this
firm and have been tasked with leading the market research team on The French Press
account. You have a budget of $5,000.
