Local Lion Coffee Shop: Marketing Strategy
(6 pages of text)
In 2012, in the small mountain town of Boone, North Carolina, an entrepreneur launched a premier coffee shop called Local Lion. Boone was both a home to a state university and a popular tourist destination and Local Lion provided a unique coffee experience. This experience included responsibly grown coffee, homemade doughnuts, and locally made artwork and jewellery; however, customers were heading to the recently opened outlet of the global coffee chain Starbucks. The Local Lions owner wondered what he could do to preserve his business and retain his current customer loyalty. What options should he explore?
This case is suitable for undergraduate or graduate courses on marketing principles, strategic brand management, or marketing strategy. It can be used as a stand-alone case or paired with another Ivey Publishing case (Beanz Versus Starbucks: Personality in a Cup! product no. 9B12M051) to provide a complete module on marketing strategy and entrepreneurship. After completion of the case, students will be able to do the following:
- Understand differentiation and brand positioning to create value for customers.
- Analyze the competition.
- Explain the competition between an organized global chain and a local business.
- Discuss brand equity.
- Design a winning market strategy for the local business.
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