YAMACAFE

Integrantes
Brañes Portilla, Laleczka
De la Cruz Cardenas, Rubi
Gavidia Medina, Sebastian
Gil Rutte, Matias
Valdez Almeyda, Rebeca
Overview
of the
company
 Mission and Vision

Mission: To be referents of matcha, japanese

green tea, in Peru.

Vision: To form a community that loves Japanese

green tea and coffee
Products
 Competitors
Direct Indirect

1 1 2
 Positioning
After rebranding, it has failed
Specific Product
in communicating its new
attributes positioning
positioning and competitive
Competitive advantage: High adavnatage to its target
quality coffee and matcha market,
Unique Characteristic:
Innovative products with good
flavour

They do not only serve the

best matcha but also offer
the best coffee in the area.
 SWOT Analysis
Strengths
S O
It offers products with a high quality of production.
Has strict control over its equipment, suppliers and
ingredients, choosing only those that guarantee
quality and deliver organic ingredients.
They have a very rigorous staff selection process,
ensuring that all of them have had previous
experience, guaranteeing that a high quality service.
Its atmosphere is quite cozy, friendly, relaxing and is
set according to its theme, harmonizing Japanese and
coffee culture.
Its menu has a wide variety of products and is
flexible.
Weaknesses
It caters to a very segmented audience, as it only
focuses on matcha lovers and a business audience.
They are increasing too many products in their
menu too quickly.
It updates often on its social networks, however it
lacks to launch promotions that incentivize sales.
Matcha has lost its prominence.
W T
Oportunities
Greater possibility of growing in the industry and
positioning, due to market demand and innovation in the
gastronomic proposal.
Increased supply of healthy products in different
preparations, due to the new trend of eating better.
A strong trend among consumers to try innovative matcha-
based products in its various preparations as part of their
healthy nutrition.
Great public interest in looking for options with different
approaches, innovative ideas, use of exclusive and unique
products that break with the patterns offered by other
establishments.
The market is now very attentive to health assurance, so
Yama Cafe takes advantage of this and ensures that its
employees have constant training and strictly follow health
and hygiene standards (use of epp, hand washing).
Threats
In the area, there are several cafeterias that also offer a
variety of similar products, and at the same time have a
cozy atmosphere and friendly service.
The location of the cafeteria is in a closed area, which
means that access is limited and restricted to a specific
group of customers.
Possible national economic instability, possible abrupt
changes in the exchange rate, inflation, or a drop in GDP.
There is the possibility of bankruptcy in the event of a
socio-political crisis in the country.
Target Market
“Men and women of all ages, especially those
between 25 and 45 years old, belonging to an
economic sector A and B and residing in
Metropolitan Lima. These people are mostly
business workers and lead a sophisticated and
modern lifestyle and like to spend pleasant
moments alone or with colleagues, enjoying a
delicious and innovative menu that perfectly
combines typical drinks and desserts with
matcha-based products. Customers visit
YamaCafé on average about 3 times a week and
tend to pay a medium-high average ticket to
enjoy a unique and innovative experience.”
Marketing
Plan
GOAL & OBJECTIVES
“Increase the number of consumers that
YamaCafe has by 40% in the remainder of
the year 2023”
S.M

“Increase the number of followers on

instagram by 50% within the next 6 “Enable the cafeteria to
.A

months” increase its profit margins”

.R.
T

“Start tracking customer satisfaction

by the beginning of July obtaining a
customer participation rate of 50%.”
 STRATEGY
Objective 1 Objective 2 Objective 3
“Implement a loyalty program to “Optimize and enhance the content that “Monitor customer
increase the business´s reach and is posted on instagram to achieve better satisfaction regularly”
improve customer retention.” communication that will attract more
followers.”
 Tactics
To achieve the first strategy we propose the
following tactics:

Frequent customers can Personalized emails to

Incentives such as special existing customers Partner with other similar
be rewarded with free
promotions and discounts detailing to them businesses, do a cross
items for purchasing
exclusive offers promote
 Tactics
To achieve the second strategy we propose the
following tactics:

Analyze the needs, Develop a posting Create visually appealing

content that is high quality Incorporate images and
preferences and interests schedule detailing the
and maintains a consistent videos with engaging and
of the target market type of content, day and
style with the brand's identity compelling descriptions
time
 Tactics
To achieve the third strategy we propose the
following tactics:

Establish clear criteria and

Design short, concise and Carry out online surveys Measure satisfaction through
identify key indicators to KPIs that are visibly
easy to understand where consumers can give
measure customer demonstrated through social
surveys feedback
satisfaction media