Marketing Plan

Okay everyone, let’s begin. I called you here today to evaluate our marketing strategy during this recession. I wanted to re-emphasize our corporate mission of Aiming to give our customers the best coffee and service in a clean and welcoming atmosphere.

好了，各位，我们开始吧。今天叫大家来是为了评估我们在经济衰退期间的营销策略。我想再次强调我们的企业使命：致力于在干净舒适的环境中为顾客提供最好的咖啡和服务。

Several other shops have reduced the prices for their coffees and are drawing in more customers.

其他几家店已经降低了咖啡价格，吸引了更多顾客。

I know that recent sales have been slow, but we are not going to reduce our prices to the level of our competitors. We offer a superior product and our focus is on long-term growth rather than shortterm sales. If we lower our prices, we run the risk of devaluing our product.

我知道最近销售低迷，但我们不会把价格降到竞争对手的水平。我们提供的是优质产品，关注的是长期发展而非短期销量。如果降价，就有贬低产品价值的风险。

Customers don’t care about the coffee anymore. They only care about the price.

顾客不再关心咖啡本身了，他们只在乎价格。

I disagree. Highly discerning customers know that our coffee is far better than the coffee you buy at the other places. Our coffee bean are artisan roasted and we use state-of- The-art equipment to brew our coffees. When you compare the coffees side-by-side our coffee wins the taste test every time. We have never sought to appeal to the mass market with cheap coffee drinks, and we will not do so now.

我不同意。有品位的顾客都知道我们的咖啡比其他地方的好得多。我们的咖啡豆是手工烘焙的，而且用最先进的设备冲泡。如果进行盲测，我们的咖啡每次都能胜出。我们从未试图用廉价咖啡饮品吸引大众市场，现在也不会。

That’s true. We’ve certainly achieved top of mind awareness when it comes to the best best tasting brews and it’s important to distinguish ourselves from our competitors. I think the main question is how we can show our appreciation to our customers.

没错。在最佳口感的咖啡方面，我们确实已经深入人心，与竞争对手区分开来很重要。我认为主要问题是如何向顾客表达我们的感激之情。

That’s the main question I would like to discuss today.

这正是我今天想讨论的主要问题。

Money is tight for everyone these days so even our most loyal customers may be reconsidering the money they pay for their morning coffee. Since the superiority of our coffee beans is one of our core competencies why don’t we sell the beans for people to brew coffee at home.

如今大家手头都紧，连最忠实的顾客可能也在重新考虑早晨那杯咖啡的花销。既然咖啡豆的优质是我们的核心竞争力之一，为什么不卖咖啡豆，让人们在家自己冲泡呢？

That could definitely be a way we could expand our company, but would we be undermining the essence of the company that way?

这确实是我们公司扩张的一个途径，但这样会不会削弱公司的本质呢？

Let’s brainstorm some more ideas, and do some research. The customer always comes first, and what the customer wants, the customer gets. Maybe it’s time we started selling coffee beans.

我们再多想些点子，做些研究。顾客永远第一，顾客想要什么，我们就给什么。也许现在是时候开始卖咖啡豆了。