answered: ONLY NEED SWOT ANALYSIS ANSWERED BUT PLEASE READ OVER THE BR

  

ONLY NEED SWOT ANALYSIS ANSWERED BUT PLEASE READ OVER THE BREIF. THE GOAL AND TARGET AUDIENCE IS CULTURAL AMBASSADORS
Situation analysis: What is the issue our client is dealing with? What do you know about this issue? This analysis will be based on your secondary research on the issue.
Based on the information received by Café Santo Domingo, our client has a steady consumer base in the United States amongst the Latinx community, especially in areas with Goya Foods distribution. They signed a deal with Goya Foods within the last year that helps distribute our client’s products in major areas including New York and the Tri-state area. The client is extremely satisfied with the quality and newly founded distribution of their products in retailers and online (through Amazon.com, Inc), but they feel that they are in the right position to push the limits of who their target audience is. Café Santo Domingo seeks to expand brand awareness and their brand values to consumers beyond the loyal Dominican Republic and Latinx that purchase their products in the U.S. The primary issue that our client is facing is that people beyond these loyal communities have little awareness of our client’s brand in the larger coffee consumer market. Based on the research that our client has done for this market, they found that the larger coffee market and audiences generally stick to their preferred brand and rarely explore their provided options for something like our client’s products. Thus, they hope to appeal to the coffee lovers who are not using it as a medium for caffeine, and genuinely enjoy the taste and quality of coffee.
Brand analysis: Briefly detail what you know about the brand. Include a SWOT analysis. The SWOT must be specifically related to the brand AND the issue (not just the organization broadly). This analysis will be based on the client brief, backgrounder, and secondary research.
Target audience: Provide a tentative analysis of our target audience. (1) Who they are and what you know about them. (2) Their attitudes and behavior around the brand and product category (3) Their media preferences. Please note, this is tentative because you might refine your audience after you have conducted your research.
Research goals and objectives: Include properly formatted goal and objective statements to describe what you want to achieve from your original research. You must include at least one goal and at least two objectives, but not more than two goals and six objectives. Think of your objectives as research questions and of your goal(s) as the information you will have gathered once the research questions have been answered.
Methods: Describe at least two methods you can use to achieve your research goal(s) and objectives. Include a description of : (1) Why this method is best fitted to obtain the information you need. (2) How many participants you will need for each study method, and (3) How you will recruit participants?
For our purposes, we believe that the two methods that would work best to achieve our research goal and objectives would be a survey and an interview. The interview would be conducted with approximately three [need to clarify later] cultural ambassadors in relation to our client and the primary issue, and the survey will be distributed to approximately 500 viewers per cultural ambassador [once again, need to clarify later. Maybe lowballing but can fix]. The purpose and style of the interview format allows us to get a better understanding of how well the cultural ambassadors are aware of Café Santo Domingo’s values and history. The cultural ambassadors already possess a base understanding and relationship with our client’s products, but the involvement from cultural ambassadors could be simplistic in nature. After all, the relationship could be “we use the products and know they are from the Dominican Republic”, and nothing much past that knowledge. Thus, we want to utilize the benefits of the interview to get a deeper and personal insight from the cultural ambassadors about their relationship with our client’s brand. If they are unaware of our client’s background, then this would be an ample opportunity to inform/educate them as the interview progresses. If they are aware or learn through the interview, we may also suggest and emphasize the important values and heritage of Café Santo Domingo and encourage action through their digital audiences and physical relationships (friends and family). To find cultural ambassadors for our interview, we will search through ambassadors with a connection to coffee, specifically ones that know the Café Santo Domingo brand. One way of sorting recruits could be seeing which ambassadors have made reviews about our client’s products or advertises them without a material connection to the brand.
As for the surveys, these will help us get an understanding of the cultural ambassador through their virtual audience. If the virtual audience associated with our chosen cultural ambassador does not align with the issue that our client is facing, then the advertising efforts will not be as effective. Our client seeks a higher presence in the U.S. coffee lover market, so it will help to ascertain what the viewers think about the coffee that they drink. Additionally, it may help to understand what deals they appreciate and frequently use from their cultural ambassador. We can replicate successful deals and sponsorships to improve the ratio of viewers who decide to buy our client’s products. For distributing the surveys, we could commit to random sampling from the platform of the cultural ambassadors [need to fix this later].
Research instruments: Include a publish of your instrument for each method you will use. For example, for a survey, including a publish of your survey questions, for interviews, a publish of your interview questions, for focus group, a publish of your focus-group protocol, etc.
Potential Survey Questions:
Potential Interview Questions: How have you previously interacted with the Cafe Santo Domingo brand? / What do you know about Cafe Santo Domingo? History or values? / What is your opinion of the products that you have sampled or tried before? How did you acquire them? /
Reference list: Include a reference list, formatted in APA style, of all the sources you consulted in preparing your research proposal.
Sources and citations
You must include reputable sources. Reputable sources include academic publications, reports from research centers, expert opinion, surveys or polls. News articles are not considered reputable sources.
You may use media sources, but note that these are not inherently trustworthy. Therefore they can be used as examples, or as supporting evidence, but not as the only sources for factual information. The only exception are opinion pieces written by experts in the field.
You may include a social media analysis for your target audience or rely on other secondary information (such as published surveys) to determine their attitude and behaviors around the issue.
Your paper must include properly formatted in-text citations (using APA format) for all sources you include in your plan.
Assignment format:
Your paper will likely be between 3 and 5 pages long. Include page numbers.
Use 11 or 12 point-size font
Use 1 inch margins and 1.5 or double spacing
Submit your paper via D2L as a Word document (No PDFs please)- I’ve created a submission folder all of you will have access to, but only one person needs to submit the paper.