(From:top-5-pumpkin-treats-for-fall)

As a Canadian coffee retailer,Second Cup Ltd.suffered an incredible loss in the third quarter alone with the sales dropping,in face of the heated up competition with other coffee retailers such as Starbucks and Tim Hortons.The company is trying to seek new strategies in hope of occupying larger market share as Tim Horton; Starbucks experiences rapid growth and expansion.

The company aims to develop new products and design ‘cafe for the future’ in order to restore its resplendence.From the knowledge learned in class, I think faced with pressure and challenges from other coffee retailers the Second Cup ought to design their value proposition.Hence, the company can do advertisements based on the value proposition.Creating ‘coffee for the future’ can help the Second Cup attract new customers and make customers redefine the company in their mind.In order to obtain the active position in the coffee wars, it is never enough for the company to just develop new products.The Second Cup should dedicate effort to improve its service.A good service is rewarding for increasing customers’ loyalty. In addition, the company can also analysis its rivals’ features so as to compare the weakness and strength, which is helpful to make strategies.

Resuorce:

http://www.quickmba.com/marketing/ries-trout/positioning/

http://www.cbc.ca/news/business/second-cup-seeks-turnaround-as-coffee-wars-heat-up-1.2821987