The French Press - Strategic Market Research: An In-Depth Analysis and Client Recommendations
Project Overview
The client, a well-established coffee shop chain, faced a decline in sales across several product lines. To address this issue, a comprehensive market research project was initiated as part of an academic assignment for my Market Research - D374 course. The project involved analyzing market trends, consumer preferences, and competitive dynamics to develop actionable strategies to boost sales and enhance the company’s market presence.
Company Name: The French Press
Industry: Specialty Coffee Shop
Location: Main Street, Honeysuckle, Louisiana, with 10 locations throughout Southern Louisiana
Business Focus: Premium coffee and curated pastries
Background: The French Press, established over two decades ago, is a beloved small-town coffee shop in Honeysuckle, Louisiana. Located in the heart of this historic town, the shop was once the only place serving high-quality coffee in the area. However, the market landscape has shifted with the arrival of large national chains and drive-through coffee operators near the interstate.
About the company
Task 1 Research Plan Development
Objective: To develop a research plan addressing the decline in sales for The French Press, focusing on market trends and consumer behavior.
Summary: The paper outlines a detailed research plan that includes objectives, methodology, and data collection strategies. It was designed to guide the market research process for The French Press, aiming to identify factors contributing to the decline in sales.
Read more about this project here.
Task 2 Data Collection and Analysis
Objective:
To gather and analyze primary and secondary data to uncover the reasons behind the declining sales of The French Press and provide actionable insights.
Summary: This task involved conducting secondary research, developing a survey, and organizing focus groups to collect comprehensive data on market trends, customer behavior, and competitive pressures.
Read more about this project here.
03 — Results
Throughout this case study, I gained valuable insights into how detailed market research and strategic decision-making can drive tangible improvements for businesses facing competitive challenges. By analyzing customer preferences, conducting surveys, and interpreting focus group data, I identified key areas for growth at The French Press, such as optimizing service speed, enhancing customer loyalty, and embracing digital innovations like mobile ordering.
The strategic recommendations provided offer potential solutions to improve customer retention and attract new visitors, which could positively impact sales and profitability across all locations.
This project significantly strengthened my expertise in market research, data analysis, and crafting actionable business strategies. It also enhanced my ability to communicate findings clearly to stakeholders, ensuring that complex data could be understood and implemented effectively.