Graded Assignment 1: Setting up a New Store in Dingpu

Introduction

This report aims to analyze the setting up of a new Starbucks chain store in Dingpu.

Findings

Firstly, Dingpu is a developed industrial area. There are more than 400 companies like Foxconn, Sampo, etc. located here. Secondly, there is a significant demand for coffee by engineers who work in this area, mainly due to their long working hours. Lastly, there’s only one coffee shop located near the Dingpu MRT station, which is Louisa Coffee, and there are other beverage shops which have menus featuring customized drinks.

Recommendation

Improving our delivery service is strongly suggested, as it would attract employees who are unable to leave their company during their working hours. Running special promotions on the Iced Shaken Lemon Tea or the other customized drinks on our menu would effectively attract customers who are otherwise interested in the products from the competing customized drink stores.

Conclusion

It is believed that being centrally located in an industrial area and with the reputation of Starbucks, the benefit of setting up a new chain store in Dinpu would be fulfilled.

Student: Jeffery