For marketing plan assignment, we choose Cafe Artigiano as our target, and explore different market strategies to analyze its business, strengths and weakness.

As Cafe Artigiano is definitely a Vancouver-based coffee house, it has only several retailers in Alberta and abroad. It is different from Starbucks, which provides mainly the “grab and go” service, people needs to order a cup of fantastic coffee and seat to enjoy the atmosphere as well as unbeatable latte art. Cafe Artigiano do not have external advertisements, and many people even do not know what it is. However, it still survive in the competing coffee market to attract more and more loyal customers; and that is why our team would like to choose it and explore its potential uncomparable advantages.

The only way that Cafe Artigiano uses is to build up brand name. It trusts that if anyone could have a chance to go into the store, order a cup of coffee, and seat to enjoy the atmosphere, nobody will not be attracted and wishes to come again. There is no doubt that building up brand name is a long-term and useful method to promote a product, just like Cafe Artigiano. It just takes slow step and aims to go further than other coffee brands, so it focuses on own quality rather than quantity to make everyone coming in love the coffee, service, and atmosphere. It believes that reputation is better than any form of actual advertisement, and people who feel good recommend to their friends, then there are no worries about the sales.

By doing the marketing research about Cafe Artigiano, it provides a quick overview of what a kind of business would like to form, and would like to go further.