I will use the Focus/Differentiation strategy for my term project. In focusing on the health and environmentally conscious and inevitably the med-high end market segment, the coffee shop will be differentiated by providing organic coffee, brewed or otherwise, in an environment where all processes in the shop will be self-sustaining through the use of solar panels, wind energy and rain water filtration systems. WHICH OF PORTER’S GENERIC STRATEGIES WILL YOU EMPLOY?

What will my targeted segments be? My targeted segments will consist of the med-high end market segment including consumers willing to pay a little extra, as well as the health and environmentally conscious market segment.

What are the key benefits offered? Key benefits consist of the consumer knowing that natural processes go into coffee production. Consumers are drinking a healthier, and in some cases, a low calorie coffee. While the shop is mostly running on renewable energy resources and products the consumer is still treated to the familiar coffee shop environment.

The unique capabilities of my venture are: The supplier is capable of preserving growing areas and surrounding ground through lack of man-made chemicals and pesticides that contaminate. The business uses progressive operations practices consisting of solar panels, wind energy, and rain water collection that is filtered and utilized in restrooms, etc. Natural ingredients are used such as sweeteners made from plant extracts, and all natural flavors are available to choose from. In being self- sustaining, it can lower operating costs but high supply cost will remain.

Value Proposition: The coffee shop serves the med-high end market segment and the environmentally conscious segment by proving a healthier coffee through a unique yet familiar serving experience thanks to the use of renewable energy resources. Consumers can feel better knowing that treating themselves to a good coffee isn’t mistreating the environment.