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Recommendations on positioning with the aim of enhancing customer value for customers of Launch Cafe

Rechten: Alle rechten voorbehouden

Recommendations on positioning with the aim of enhancing customer value for customers of Launch Cafe

Rechten: Alle rechten voorbehouden

Samenvatting

In 2005 a group of young entrepreneurs started a business called YEAH! Incubator, which
would provide the service of a well-facilitated work place where other innovative
entrepreneurs could develop their own business (Wat doet YEAH!, n.d.). Due to successful
business growth, Koen Atema and Niek Huizenga started Launch Cafe in 2012. Launch Cafe
could be described as a place where people could cowork and meet other entrepreneurs. In
addition to very attractive physical features, they wanted to ensure a space which would
inspire entrepreneurs by organizing meetups and social events. Customers of Launch Cafe are
defined as entrepreneurs, administrators and freelancers.
In February/March of 2016 it became apparent that Launch Cafe would experience a loss of
customers to alternative coworking spaces in Groningen. In order to secure turnover in the
future, Launch Cafe was in need to gain more insights into the background and causes of this
problem with the aim of enhancing customer value, so it will not face similar problems in the
future. By using theories of Kotler, knowledge is gained about the opinions and preferences
among customers upon the differentiation and positioning of Launch Cafe, relative to
alternative coworking spaces in Groningen.

Toon meer
OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie & Media [tot 20 oktober 2017]
Instituut voor Communicatie, Media & IT [vanaf 20 oktober 2017 - ...]
Jaar2016
TypeBachelor
TaalEngels

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