This
paper describes a
marketing strategy for The Little Purple Coffee Shop. The paper begins by segmenting the market to identify a
specific market with specific characteristics and
needs. Next, the paper discusses how to position the product in order to meet the two major needs of this targeted market. The two major needs
recognized are
variety and a high degree of
socialization. The paper then provides product development and marketing strategies to position the products based on these two recognized needs and to match the characteristics of the target market.