After
a broader analysis of the competitive environment it’s time to focus on the differences
between the three competitors regarding the average ticket, number of weekly
transactions, types of customers and best selling products. Therefore, we did
an interview with each manager trying to obtain the most crucial information
about their stores.
As we can observe, there is a clear market dominance from Starbucks due to its brand awareness, the two stores within the area and also its ability to adapt to seasonality. This adaptation is translated into changing of best-sellers according to the period of the year.
Additionally, we can extract from the table above that when it comes to strategies and more precisely, market segmentation and targeting, Brown's Coffee-Shop appears to be falling into the "everybody's trap", meaning they are trying to be everything for everybody. Whereas Starbucks and Jeronymo seem to be focusing on particular segments of the market and not all of them.
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