Nothing outsmarts the smell of Arabic coffee, whether in the office, at home, or in a coffee shop. Perhaps people who have tasted this finest coffee are likely to spend more just to have a cup of this hot beverage. The target market for this product will be divided into four different categories:
Coffee Shop Lovers
The other target market that the shop will hope to serve is the coffee shop lovers. These are the people who love to spend their time at cafes and shops where regular cup of coffee and specialty drinks are available alongside an inviting atmosphere. The age of these drinkers ranges from 18 to 24 years, and most of them are affluent and well-educated, with 65% of them likely to have a yearly income of about $100,000.
Specialty coffee drinkers
In order to sell specialty coffee drinks, we will make sure to provide cappuccinos, espressos and lattes. The target market for these specialty coffee drinks is people who like additional ingredients in their coffee and would be willing to part with an extra dollar to get what they want. We hope that this market will continue to grow as buyers become more educated on how these specialty drinks are made.
Whole Bean Buyers
Another target market that the shop will aim to reach out to includes those people who would want to purchase whole bean coffee to make in their offices, or at their homes. These people are likely to ask us to grind the beans for them at the shop, or do it themselves for the freshest coffee cups possible. These buyers often buy whole beans in different flavors, so offering the finest mix of Arabic coffee with Hail, regular Arabic coffee, as well as Arabic coffee with Zofran, will be key to meeting their varying tastes.
Geographic Description
The main target markets are the people who live in, or near Riyadh City in Saudi Arabia. The shop will make an effort almost every month to tour different learning institutions and offices to promote Arabic coffee options. The presence of an internet connection in the whole of Riyadh city will make it possible to advertise these coffee products through the internet. In addition, the partnership between Drive Thru shop and El Farouki Center, will allow the shop to take advantage of the company’s advertising space to reach out to a wider geographical area.
Lifestyle and Psychographic Description
The local population within Saudi Arabia has continued to adopt a western way of life. The rise in internet technology has also made many people to subscribe to a number of social networking sites, such as Facebook, Twitter, and Instagram. In fact, this has exposed many youths in the country to international dietary habits, fashions, trends and lifestyles. Since many youths have the strongest desire of emulating the western culture, this trend has been reflected in their everyday life, be it in their eating habits, fashion, or beauty. Perhaps the European style cafes, as well as the American-style dining restaurants has been on the rise, and the country’s fast growing young population, which includes women, have been seen socializing in groups. The young population has also been known to consume a lot of coffee, in spite of the fact that tea is the national favorite. Therefore, once Drive Thru Coffee Shop is established, it will always find ready market among this young population.
Purchasing Patterns Description
The young population usually has restricted budgets and will be keen on finding the cheapest coffee in town. Therefore, in an effort to attract this young population, the shop will offer the finest Arabic coffee at an affordable price. On the other hand, the business people are likely to be influenced by their awareness of specialty coffee, and would not mind parting with an extra dollar to get what they want. Therefore, the shop will offer specialty coffee drinks, such as cappuccinos, espressos and lattes to this group of people.
Buying and Sensitivity Description
The young population is mostly sensitive to changes in prices, and providing special offers to them will help in attracting their attention. Therefore, we will strive to build Drive Thru shop in a central location where the young population is large in number to increase our sales. On the other hand, business people are likely to go for quality and will be attracted on how the coffee products are packaged, such as gold lining package design. Therefore, the shop will produce the finest coffee that guarantees 100% quality. This coffee will also be packaged using different designs.
Market size and Trends
Drive Thru Coffee Shop has the greatest market potential considering that Saudi Arabia is the biggest consumer of coffee in the whole world. This is according to the study conducted by Dr. Firdaus at King Abdul Aziz University in Jeddah. The annual estimated quantities of coffee, which are imported for production of Arabic coffee, stands at 10,000 tons. The study further revealed that the per capita coffee consumption stands at 3kg annually. The same study also show that the Saudi citizens spend over SR1 billion annually in preparing coffee and its components. The number of coffee shops within the country has continued to increase at a rate of over 10% annually. Therefore, it is apparent that the shop has the greatest market potential.
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