It is good to note that Jacob’s Coffee Shop will not only serve coffees alone, but will offer a range of non alcoholic beverages inclosing tea and fresh juices. Jacob’s Coffee Shop will also serve its customers with snacks and simple means that they can eat. To differentiate Jacobs, Shop from its competitors such as McDonalds, Jacob’s Coffee Shop will make sure that all the customers will be able to serve individual customers with individualized products thus making it easier for the firm to be able to enjoy their beverages and snacks in the best way possible. As Rieker (2013) says, big restaurants like McDonalds do not have the luxury to offer its customers customized services and this is where Jacob’s Coffee Shop will gain its differentiation strategy. At the same time, unlike the other big coffee shops and fast food restaurants, Jacob’s Coffee Shop not be located mainly in cities but will be located in suburban areas where it can serve the people who do not commute to town on a daily basis.Jacob’s Coffee Shop intends to be a leader in the market by serving a market niche that has been neglected. Although Jacob’s Coffee Shop does not seek to be a leader in the beverages industry as a whole, it intends to be a leader in the niche it has chosen to serve. This niche of customers includes the following characteristic.Jacob’s Coffee Shop intends to target individuals who are not shy of paying a little more to get healthy and high quality products. This is because customized food products are of lower quality and poor health advantage. With the kind of products that Jacob’s Coffee Shop intends to serve the customers, they will be looking at the issue of heath as well as quality. To be able to serve the customers with this kind of products, extra cost will be incurred and therefore the customer will have to pay a little more than what the would pay in a regular restaurant (Edelstein, 2010). Secondly, these are people who are concerned about the long term health outcome of using unhealthy food. They are also people who do not usually commute to the city centre for work or business. Jacob’s Coffee Shop wants to differentiate itself in this niche and become a market leader that will be copied by others who will follow. This is a good time to do this because a lot of people are increasingly becoming aware of the long term benefits of using healthy foods regardless of cost. As a result, it can be
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