, MNM3705 Assignment 3
Semester 2 2025
DUE September 2025
Use this document as a guide and for references to answer your assignment
Step 1: Project Scope
The Yuppiechef Coffee Cafés project aims to expand the brand experience by
integrating in-store cafés within existing Yuppiechef retail locations. These cafés
will serve light meals, baked goods, and premium coffee, all prepared using
Yuppiechef kitchenware. This initiative seeks to merge the premium kitchenware
identity with the lifestyle experience of enjoying artisanal coffee and light meals in-
store. The integration of café spaces not only diversifies the brand's offerings but
also creates experiential touchpoints that strengthen customer loyalty and brand
differentiation in an increasingly competitive retail environment (Kotler et al.,
2019).
The primary objective of this project is to raise awareness and generate excitement
among existing and potential customers regarding the launch of the cafés. This will
be achieved through a strategically planned integrated marketing communication
(IMC) campaign. The IMC campaign will promote the new café offering while
showcasing Yuppiechef kitchen tools in use, aligning perfectly with the brand's
identity as a provider of premium cooking and lifestyle products.
The project will involve Yuppiechef's marketing and store management teams, café
staff, product suppliers, and barista trainers. Completion will be achieved through
integrated marketing communication that combines digital campaigns, in-store
promotions, influencer partnerships, and public relations events. Together, these
elements will ensure that the target market is aware of and excited about the new
Yuppiechef Coffee Cafés.
Step 2: Situation Analysis
SWOT Analysis
A SWOT analysis helps identify Yuppiechef's strengths, weaknesses, opportunities,
and threats in launching its new coffee café concept.
, Strengths:
Yuppiechef has built a strong reputation as one of South Africa's leading
online and physical retailers for premium kitchenware. Its customer service
track record and brand recognition give it credibility in launching a café
experience.
The use of Yuppiechef's own kitchen tools in the cafés will reinforce brand
authenticity and quality.
Weaknesses:
Limited experience in the food and beverage industry may pose operational
challenges.
Dependence on a niche market could limit the potential customer base.
Opportunities:
The growing trend of experiential retail presents an opportunity to engage
customers in a unique way.
Potential partnerships with local food producers and influencers can enhance
brand visibility.
Threats:
Intense competition from established coffee chains and local cafés.
Economic downturns could affect consumer spending on premium products.
Semester 2 2025
DUE September 2025
Use this document as a guide and for references to answer your assignment
Step 1: Project Scope
The Yuppiechef Coffee Cafés project aims to expand the brand experience by
integrating in-store cafés within existing Yuppiechef retail locations. These cafés
will serve light meals, baked goods, and premium coffee, all prepared using
Yuppiechef kitchenware. This initiative seeks to merge the premium kitchenware
identity with the lifestyle experience of enjoying artisanal coffee and light meals in-
store. The integration of café spaces not only diversifies the brand's offerings but
also creates experiential touchpoints that strengthen customer loyalty and brand
differentiation in an increasingly competitive retail environment (Kotler et al.,
2019).
The primary objective of this project is to raise awareness and generate excitement
among existing and potential customers regarding the launch of the cafés. This will
be achieved through a strategically planned integrated marketing communication
(IMC) campaign. The IMC campaign will promote the new café offering while
showcasing Yuppiechef kitchen tools in use, aligning perfectly with the brand's
identity as a provider of premium cooking and lifestyle products.
The project will involve Yuppiechef's marketing and store management teams, café
staff, product suppliers, and barista trainers. Completion will be achieved through
integrated marketing communication that combines digital campaigns, in-store
promotions, influencer partnerships, and public relations events. Together, these
elements will ensure that the target market is aware of and excited about the new
Yuppiechef Coffee Cafés.
Step 2: Situation Analysis
SWOT Analysis
A SWOT analysis helps identify Yuppiechef's strengths, weaknesses, opportunities,
and threats in launching its new coffee café concept.
, Strengths:
Yuppiechef has built a strong reputation as one of South Africa's leading
online and physical retailers for premium kitchenware. Its customer service
track record and brand recognition give it credibility in launching a café
experience.
The use of Yuppiechef's own kitchen tools in the cafés will reinforce brand
authenticity and quality.
Weaknesses:
Limited experience in the food and beverage industry may pose operational
challenges.
Dependence on a niche market could limit the potential customer base.
Opportunities:
The growing trend of experiential retail presents an opportunity to engage
customers in a unique way.
Potential partnerships with local food producers and influencers can enhance
brand visibility.
Threats:
Intense competition from established coffee chains and local cafés.
Economic downturns could affect consumer spending on premium products.
