A case study and marketing analysis of Rockwell's Cafe and Bakery.
Written in 2009; 1,916 words; 7 sources; MLA; $ 61.95
Paper Summary:
This paper discusses the value of e-marketing for small and medium businesses (SMB). The paper then presents a case study of the e-marketing startegy of Rockwell's Cafe and Bakery in Villa Park, California. It provides a SWOT (strengths, weaknesses, opportunities, threats) analysis for the company and provides recommendations for their marketing strategy.
Table of Contents:
Introduction
Assessing Rockwell's E-Marketing Strategy
Marketing Analysis of Rockwell's Cafe and Bakery
Recommendations for Rockwell's Cafe and Bakery
Conclusions
Appendix
From the Paper:
"Rockwell's Cafe and Bakery is much like the majority of SMBs in the U.S. and globally. With a small but loyal customer base and the Disneyland Resort being a major customer for their specialty cakes, Rockwell's has been comfortably myopic in their marketing efforts. Yet the customer base is aging rapidly and this small business must embrace aspects of e-marketing that immediately make them a viable choice for younger, affluent families in the city of Villa Park and Orange if they are to remain viable. Only by relying on an increasingly higher level of effort to also bring innovation to their services in the cafe (like offering free WiFi) and the developing of new menu items can Rockwell's hope to win over new customers. Ultimately Rockwell's need to realize that revitalizing their entire business to be more innovative and relying on e-marketing to assist in promoting their more innovative image is critical for their long-term viability."
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