Differentiation Strategy for Marketing of Sung Sim Dang Bakery & Latte Art Espresso Coffee Shop Plan

Abstract

This Differentiation Strategy for Marketing of Sung Sim Dang Bakery & Latte Art Espresso Coffee Shop Plan (DS Plan) is intended to propose a differentiation strategy in marketing by analyzing Anchorage market condition to verify the feasibility of the successful execution for the Sung Sim Dang bakery & Latte Art Coffee Shop plan (SL plan), to launch a new business in Anchorage, AK. But, the SL plan was not prepared through thorough investigation of Anchorage market research and analysis, so that there was a risk that could not lead a successfi.il execution of the SL plan. This DS plan was intended to supplement the SL plan and propose a marketing strategy by providing Anchorage market research and analysis. To develop a marketing strategy, three market research tools were used; World Wide Web research, individual interviews, and literature review. Five years’ worth of data and information were collected to analyze Anchorage market condition including selected competitors. These data and information were used in two selected analyses; the segmenting, targeting, and positioning (STP) analysis, and the marketing mix analysis with product, price, place, and promotion (4Ps), in order to understand Anchorage market conditions through the STP analysis and propose specific strategies of the 4Ps through the marketing mix strategy (4Ps). So, finally, a marketing strategy would function as a decision making tool whether to implement the SL plan by the project sponsor.