MNM3705
Assignment 3 Semester 2 2025
Unique #:
Due Date: September 2025
Detailed solutions, explanations, workings
and references.
+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
Varsity Cube 2025 +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
Varsity Cube 2025 +27 81 278 3372
Assignment 3 Semester 2 2025
Unique #:
Due Date: September 2025
Detailed solutions, explanations, workings
and references.
+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
Varsity Cube 2025 +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
Varsity Cube 2025 +27 81 278 3372
