Assighment

Product/Service (AAA)

• History-

• Characteristics- Our service is the ultimate food destination. We will provide a destination in the heart of coachella valley that provides the millennials of this area a place to enjoy a range of food from all ethnic backgrounds desserts as well, a place to hangout relax and enjoy the atmosphere indoor and out, as well as place to enjoy a few drinks if desired.

• Distribution- The distribution of our product would be to the community of Coachella Valley

• Competition- With a place with so many activities and so much to offer our competition would be slim. It would be hard to compete with areas who focus mainly on each one of these services. Millennials enjoy trying new things and going to places who have much to offer so a destination that has it all would have great success.

• Problem-

• Opportunity-.

• Solution-    

Target Market

• Demographics

• Population:

• 41,083

• Age:

• median age is 2

• Education:

• Percentage of high school graduate or higher: 50.6 %

• Housing:

• 10,373 housing units

• Income:

• median household income is $40,897

• Race:

  • Psychographics

  • Attitudes-

  • afraid to be in debt

  • financially cautious.

  • one of the largest spending groups they look into what they buy and compare prices for lower pricing.

  • Budgeting is a way of life

  • spend wisely and knowing where your money goes even if it is towards fun activities.

  • Millennials are foodies, they love to eat different types of foods at well prices.

  • Values time with friends

  • Aspirations-

  • Millennials have high aspirations.

  • They want to be financially stable

  • Sometimes refer to themselves as workaholics

  • Adventure and try new things

  • Plan to work their way up the career ladder

  • Developing and maintaining fulfilling relationships.

  • other psychological criteria

  • They like customized services and products

  • Gender impacts how they define success.

  • Geographic-

  • Coachella Valley, California   Zip code: 92236

  • Near Palm springs

  • Entertaining Coachella Music Festival that brings lots of millennials and celebrities to Coachella Valley.

  • Purchase behavior

  • Millennials are made up of very technically savvy individuals that can also be very financially cautious.

  • Spend extra money on healthier food options

  • They account for the nearly $170 billion in purchases every year and are

  • Communication Style

  • Smartphones

  • “Five out of six millennials chose to connect with companies on social media” (Gray, 2015)

  • Social media

  • Facebook

  • Twitter

  • Snapchat

  • Instagram

  SWOT Analysis Worksheet   

  STRENGTHS (to build on) Famous Music festival brings recognition to the location. Variety of locations to eat at. Near Joshua Tree national park, millennials have a great enthusiasm for nature. Interstate 10 runs near coachella valley making the commute easier to get there.	WEAKNESSES (to overcome) Too much food to choose from makes indecisive buyers overwhelmed. The music festival is once a year so not a lot of people travel through Coachella as often as during the festival. It is a far travel for millennials in the Los Angeles and San Bernardino areas.
  OPPORTUNITIES (to explore) Bringing more people to coachella more frequently.	THREATS (to minimize) It is a far travel for millennials in the Los Angeles and San Bernardino areas. Anaheim could be closer for them. Earthquakes because it runs near the San Andreas Fault.

   

  • SWOT Actionable Recommendations:

  • Weakness #1 Recommendation:

  • Dividing up the locations into variety of foods that are the same type so that it can be easily categorized into a type of food people want to eat.

  • Once that is established sectioning off parts of the Packing District based on types of food would allow people to spend time in an area where they are looking for food to eat.

  • For example if there are a variety of ramen and noodle vendor restaurants, we could categorize those and section off to a specific part of the location, as well as other foods and dessert restaurants that go well with that category.

  • Weakness #1 Recommendation:

  • Threat #1 Recommendation:

  • Threat #2 Recommendation:

  • Weakness + Threat #1 Recommendation:

  Final Recommendations
  

  • Message - The Packing House of Coachella Valley has a lot to offer to the community and to you as a business owner. Your destination would be a widely known area locally and to all visiting tourists. You could offer an endless variety of foods from various ethnic backgrounds as well as a variety of desserts. To target the millennials you can also offer organic options as well as having a farmers market in your facility. Supplying your customers with a place to hangout as well as supplying live entertainment can also build a huge demand.

  • Media - Millennials are the most tech savvy generation, so to appeal them the quickest and cheapest is to use social media. Posting a business facebook can help get the word out about your new business, Facebook will allow you to post pictures and post any promotions you may be having as well as entertainment schedules. Using twitter’s quick and brief statements to let your customers tweet at you any recommendations they may have or some types of food or things they would like to see at your business. Snapchat filters and geotags will attract the young millennials, any pictures that are posted in your facility will have the geotag getting the word out there about your business as well. Instagram is a fast and easy way to share pictures you can encourage your customers to take pictures in your facility and letting them know to also share your hashtags, the use of hashtags can be used to target your business. Yelp will also help your business gain recognition and help you get an insight as a business owner on what your customers thoughts on your establishment.

  • Promotions - Promotions are a good way to attract customers. People will be more inclined to attend your business if there are great incentives or discounts. A great way to mix media with promotions would be to offer discounts for customers who use your hashtag or right a good review on yelp or facebook. Promotions such as small discounts for things such as military, student and teachers. Offering things such as free wi-fi will also attract customers as well. Millennials like to stay connected and express themselves through social media so offering free wifi will be a way to keep them coming back. Offering punch cards at the start of your business to encourage customers to return would also be a great promotion to use. Once they have attended 10 times they can recieve something free, for example a dessert of their choice.

  • Conclusion - To conclude The Packing House of Coachella Valley would be a great investment because it would be the ultimate millennial hot spot.

   

   

   

  Sources:

   

  https://orangecountytribune.com/2014/07/08/packing-house-packs-history/

   

  http://laist.com/2014/07/17/photos_its_a_foodies_paradise_in.php#photo-1

   

  https://www.affirm.com/content/how-millennial-shoppers-make-purchasing-decisions/

   

  http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml

   

  http://www.millennialmarketing.com/2012/06/millennials-seek-fresh-tastes-and-flavors/

   

  http://www.catalyst.org/knowledge/revealing-real-millennials-successes-and-aspirations

   

  https://www.sprinklr.com/the-way/marketing-to-millennials-studies-reports/