We are a newly established company in food and drink industry. We plan to set up our first caf\u00e9 shop in a business area in Moscow, Russia. We want to differentiate ourselves from our competitors by providing high product quality and high service quality. Our caf\u00e9 shop is not only a place for people to enjoy life but also a suitable place to work.<\/p>\n
Russia is a very different in culture (Euro-Asia) comparing to other western countries. It changes so quickly that we need to work deeply on our marketing plan to adapt to this fast changing market.<\/p>\n
Russia is the world\u2019s largest country in terms of area, stretching from the Baltic to the Pacific across 10 time zones, with an estimated population of 144 million.<\/p>\n
Russia is one of the fastest growing emerging markets at present with a GDP growth of 7 percent in 2008. Revenue from crude oil and natural gas exports and strong domestic demand are contributing to a booming economy, making it the bright spot in an otherwise challenging region.<\/p>\n
Russia ranked third, in A.T. Kearney\u2019s Global Retail Development Index 2008, which qualifies it as one of the most attractive retail markets for international investors. Robust income growth, a reduction in unemployment, consistent government policy and a rapidly increasing middle class offer optimistic expectations for the future development of retailing in Russia.<\/p>\n
Moscow is the capital and the largest city of the Russian Federation. It is also the largest city in Europe, with the Moscow metropolitan ranking among the largest urban areas in the world. Moscow is a major political, economic, cultural, religious, financial, educational, and transportation centre of Russia and the world.<\/p>\n
According to the 2002 Census the population of the Moscow was 10,382,754, however, this figure only takes into account legal residents. Substantial numbers of internal migrants mean that Moscow\u2019s population is still increasing.<\/p>\n
Moscow is a major economic centre and is home to the largest number of billionaires in the world, which is the reason why we choose Moscow to start our Caf\u00e9 chain business before expand to other cities of Russia.<\/p>\n
Since a significant portion of Russia\u2019s profits and development is concentrated in Moscow as many multi-national corporations have branches and offices in the city, we may consider whether to target this segment of white-collar working class by providing a special quieter area in our coffee shop especially for them, with Wi-Fi free of charge, making them feel that our coffee shop is a suitable place to work while enjoying their coffee break.<\/p>\n
However, while the overall stability has improved in the recent years, crime continues to remain a problem hindering business development. Pick-pocketing is frequent in Moscow, as well as burglary from vehicles. Organized crime in Moscow and Russia in general, has often been involved with drug trafficking, cyber crime, prostitution, and financial crimes.<\/p>\n
Thus, we have to consider the security level when we are selecting the location of our coffee shop(s), not only for the safety of our shop itself, but for the safety of our employees and our customers.<\/p>\n
There are five primary commercial airports serving Moscow: Sheremetyevo International Airport, Domodedovo International Airport, Bykovo Airport, Ostafievo International Airport and Vnukovo International Airport.<\/p>\n
We may consider whether we open a coffee shop inside the Sheremetyevo International Airport or\/and the Domodedovo International Airport, as Sheremetyevo International Airport is the most common entry point for foreign passengers, handling 60% of all international flights, while Domodedovo International Airport is the leading airport in Russia in terms of passenger throughput, and is the primary gateway to long-haul domestic and CIS destinations and its international traffic rivals Sheremetyevo\u2019s.<\/p>\n
Local transport includes the Moscow Metro, a metro system famous for its art, murals, mosaics, and ornate chandeliers. Today, the Moscow Metro contains twelve lines, mostly underground with a total of 177 stations. The Moscow Metro is one of world\u2019s busiest metro systems, serving more than nine million passengers daily.<\/p>\n
Again, when selecting the location of our coffee shop, we have to take into account the transportation factor. We must choose a place where it is not only easy to recognize but also convenient to arrive at.<\/p>\n
Internet penetration is lower than in Western countries, although it is developing at a fast pace in Russia, and is currently at 30.2%. The number of internet users has risen from just 220,000 in 1995 to 42,936,000 users in 2007. Service providers are expanding beyond their traditional markets in Moscow and St. Petersburg into Russia\u2019s regions. Although still low at around 38%, PC penetration improved rapidly from less than 1% in 1990. Continued growth in the home ownership of PCs will spur further development in the number of internet users as PC ownership and internet development are closely linked.<\/p>\n
\u00bc\u02c6Source: Euromonitor International from national statistics\/ITU\u00bc\u2030<\/p>\n
Caf\u00e9s and restaurants account for 37.3% of the industry\u2019s value in 2007.<\/p>\n
The compound annual growth rate of the industry in the period 2007-2012 is predicted to be 5.1%.<\/p>\n
The compound annual growth rate of the industry volume in the period 2007-2012 is predicted to be 0.3%.<\/p>\n
From the above data, we can see that the market volume for the next 5 years is expected to grow steadily but low in growth rate, In 2012, the Russian foodservice industry is forecast to have a volume of 5,112.1 million transactions, an increase of 1.7% since 2007, while the market value during this period will enjoy a healthy growth. In 2012, it is forecast to have a value of $6.5 billion (165.6RUR billion), an increase of 28.3% since 2007. That is to say, the market will be in a trend with low volume of transactions but can generate higher value. This information will lead us to differentiate our caf\u00e9 shop from other common coffee shops by providing high quality of products and service with comparatively higher prices.<\/p>\n
Coffee sales proved the most lucrative for the Russian hot drinks market in 2007, generating total revenues of $2.5 billion, equivalent to 64.1% of the market\u2019s overall value. In comparison, sales of tea generated revenues of $1.3 billion in 2007, equating to 33.5% of the market\u2019s aggregate revenues.<\/p>\n
The compound annual growth rate of the market in the period 2007-2012 is predicted to be 2.2%.<\/p>\n
The compound annual growth rate of the market volume in the period 2007-2012 is predicted to be 0.9%.<\/p>\n
In 2012, the Russian hot drinks market is forecast to have a value of $4.3 billion, an increase of 11.3% since 2007, and a volume of 285.8 million kg, an increase of 4.7% since 2007.<\/p>\n
Again, the above data justifies our decision of entering Russia market, as coffee still remains the most popular and important hot drinks among Russians.<\/p>\n
Retail stores and malls<\/p>\n
New large groups like Starbuck chain look at enter the market<\/p>\n
Long time to enter the market because of barrier of laws and government<\/p>\n
Number of new players already in the market<\/p>\n
Number of new companies, choice offered to the customer<\/p>\n
Higher growth in value than in volume<\/p>\n
Differentiation in product quality and visibility<\/p>\n
Brand building is key for this market very competitive market<\/p>\n
Necessity to make alliances with suppliers to survive<\/p>\n
Importance of having good quality food at low price<\/p>\n
\u00bc\u02c6Source\u00bc\u0161DataMonitor Published September 2008)<\/p>\n
3.4. SWOT analysis<\/p>\n
STRENGTHS<\/p>\n
WEAKNESSES<\/p>\n
Strong market growth<\/p>\n
Purchasing high quality raw materials give us a competitive advantage<\/p>\n
Being able to adapt our product and business model to the market needs and wants customer changes<\/p>\n
Strong market study to verify our assumptions on the field and later on adaptation through regular surveys<\/p>\n
Strong operation process<\/p>\n
Alliances with suppliers<\/p>\n
Staying aware of the different cultures that exist in Moscow<\/p>\n
Strong values in accordance with customer\u2019s own values (e.g. on quality respect)<\/p>\n
Time to implement the structure due to our lack of market knowledge<\/p>\n
Seasoned industry (week-end and days off for holidays because of business area)<\/p>\n
High cost for commodities (high level of equipment required)<\/p>\n
Build a partnership with business partners can be long and not solid enough<\/p>\n
Lack of stability of human resources<\/p>\n
OPPORTUNITIES<\/p>\n
THREATS<\/p>\n
Taking into account the market changes<\/p>\n
High capacity for adaptation<\/p>\n
Having a leading strategy In Moscow will put us one step ahead from competitors, is a key factor to create a new trend<\/p>\n
Create a team spirit in the company that keep Faithful the human resources<\/p>\n
Government regulation:<\/p>\n
Competitors like Starbuck Coffee with a financial advantage<\/p>\n
Market demand difficult to evaluate<\/p>\n
Our strategy is a market penetration strategy, focusing reaching a new customer market niche.<\/p>\n
Market penetration<\/p>\n
Strategy<\/p>\n
Product-development<\/p>\n
Strategy<\/p>\n
Market development<\/p>\n
Strategy<\/p>\n
Diversification<\/p>\n
Strategy<\/p>\n
Our approach is to enhance relationships with our customers, the \u201cself-realized people\u201d that it corresponds to middle-aged people with a high consumption potential.<\/p>\n
4.1. Objectives (a 5-year Plan)<\/p>\n
Investment: 100,000 euros for the first caf\u00e9 shop<\/p>\n
Time<\/p>\n
actions<\/p>\n
results<\/p>\n
T0 +6 months<\/p>\n
Marketing study<\/p>\n
T0 + 12 months<\/p>\n
Preparation for the establishment of our first caf\u00e9 in Moscow<\/p>\n
Get everything done before operation (place, suppliers, HR, etc)<\/p>\n
T0+30 months (to be consolidated) (Breakeven point) (estimated after 18 months of operation)<\/p>\n
operation of our first Caf\u00e9 shop and consolidation<\/p>\n
At least to reach breakeven<\/p>\n
T0+36 months<\/p>\n
Find investors and prepare to open the second caf\u00e9 shop<\/p>\n
Open the second caf\u00e9 in the same city<\/p>\n
T0+ 60 months<\/p>\n
Find investors and prepare to open more caf\u00e9 shop<\/p>\n
Expend more caf\u00e9 shops in other cities in Russia<\/p>\n
Average number of customer per day<\/p>\n
Number of days of operation per year (5 days \/ week)<\/p>\n
Total sales per year<\/p>\n
Estimated profit after 2 years of operation (5%)<\/p>\n
300 \u2013 400<\/p>\n
250 days<\/p>\n
500,000 euros<\/p>\n
25000 euros per year<\/p>\n
We think that our objectives are achievable and this lowest estimate will be consolidated.<\/p>\n
4.2. Segmentation\/Targeting<\/p>\n
To be useful, market segments must rate favorably on five key\u2019s criteria:<\/p>\n
It has to be measurable, substantial, accessible, differentiable and actionable. (Source Kotler& Keller Marketing management second edition)<\/p>\n
The segment, we have chosen for this marketing plan complies with those criteria.<\/p>\n
Our target is the Self realized group\u2019s of Customers:<\/p>\n
What are their characteristics?<\/p>\n
Self-realized group is middle-aged people with a higher proportion of women. They have a high consumption potential. Their values go to life quality and healthcare.<\/p>\n
On the opposite of innovators\u2019 group or spontaneous ones, they don\u2019t like advertisement. They want to make their own choice based on the facts they have access.<\/p>\n
What are our assumptions regarding to the benefits this type of customers want to find when entering in our Caf\u00e9?<\/p>\n
The list of characteristics we need to measure thanks to a marketing survey before applying to our Caf\u00e9 are the followings.<\/p>\n
Innovators<\/p>\n
Spontaneous<\/p>\n
Ambitious<\/p>\n
Self-realized<\/p>\n
Settled<\/p>\n
Traditionalists<\/p>\n
Thrifty<\/p>\n
High quality drinks\/food<\/p>\n
3<\/p>\n
1<\/p>\n
5<\/p>\n
1<\/p>\n
5<\/p>\n
2<\/p>\n
6<\/p>\n
High quality service<\/p>\n
4<\/p>\n
2<\/p>\n
6<\/p>\n
2<\/p>\n
6<\/p>\n
1<\/p>\n
6<\/p>\n
Relaxing area<\/p>\n
2<\/p>\n
5<\/p>\n
4<\/p>\n
4<\/p>\n
2<\/p>\n
4<\/p>\n
5<\/p>\n
Nice working area (with wi-fi)<\/p>\n
6<\/p>\n
6<\/p>\n
1<\/p>\n
3<\/p>\n
4<\/p>\n
6<\/p>\n
5<\/p>\n
Nice place to meet people<\/p>\n
1<\/p>\n
3<\/p>\n
2<\/p>\n
6<\/p>\n
1<\/p>\n
5<\/p>\n
4<\/p>\n
Takeaway\/Phone order delivery service<\/p>\n
5<\/p>\n
4<\/p>\n
3<\/p>\n
5<\/p>\n
3<\/p>\n
3<\/p>\n
4<\/p>\n
We want to target segment A which include Spontaneous and self-realized people. The second largest group, the \u201cSpontaneous\u201d, is dominated by men and singles, and they often buy goods impulsively. The \u201cSelf-realised\u201d are middle-aged people, with a higher proportion of women, and a high consumption potential. This important group tends to be irritated by advertising, valuing quality and pays attention to healthcare.<\/p>\n
Region-Media, specialists in Russian advertising, have conveniently identified seven types of consumers in this market. The growing group of \u201cInnovators\u201d are mainly based in Moscow, prefer to spend their free time involved in sports activities and active leisure and eat out in restaurants featuring exotic cuisine. The second largest group, the \u201cSpontaneous\u201d, is dominated by men and singles, and they often buy goods impulsively. The cluster of the \u201cAmbitious\u201d is smaller, and relies on advertising when looking for a product. The \u201cSelf-realized\u201d are middle-aged people, with a higher proportion of women, and a high consumption potential. This important group tends to be irritated by advertising, valuing quality and pays attention to healthcare. The largest group are the \u201cSettled\u201d (25% of consumers in Russia and 21% in Moscow), a rather traditional group with great brand affinity: innovations barely interest them. The \u201cTraditionalists\u201d pack a low consumer potential, as half of them are retired and loyal to retail outlets that have survived since Soviet times. The last and smallest cluster, \u201cThrifty\u201d, mainly shops in discount shops.<\/p>\n
(Source: www.euromonitor.com Top 10 consumer trends in Russia)<\/p>\n
4.3. Positioning<\/p>\n
To convince customers of our targeted segment that coming in our caf\u00e9 will offer the benefits they need.<\/p>\n
\u201cTo spontaneous and self-realized people in Moscow that our caf\u00e9 shop is a nice place for both working and relaxation, because it offers products and services in high quality, free wi-fi access, takeaway\/ phone order delivery services,\u201d<\/p>\n
4.4.1. Products<\/p>\n
We offer high quality drinks and healthy food with first rate raw material.<\/p>\n
For us, products must be natural and fresh.<\/p>\n
The basic offer contains, cappuccino, latte and espresso\u2019s made with grains from different countries as Brazil, Italia, Colombia or Kenya.<\/p>\n
Our \u201cCaramel & Chocolate\u201d is a creation with cold chocolate, whipped cream and a drizzle of hot caramel syrup.<\/p>\n
The Canadian chocolate is made with dark chocolate and cranberries.<\/p>\n
Our basic offer is represented by international flavour as Green tea and white tea from Japan and China and yellow tea, a very rare and delicate blend from China. The last one is Ceylon tea, a black tea from Sri Lanka.<\/p>\n
We also offer flavoured teas as \u201cJasmine tea\u201d from India, a combination of green tea and oxidized jasmine flowers. The \u201cMint tea\u201d from Morocco is Gunpowder tea in which is added, during the infusion, fresh mint leaves and sugar. And finally, Earl Grey tea that is a tea blend with a distinctive flavour and aroma derived from the addition of oil extracted from the rind of the bergamot orange, a fragrant citrus fruit.<\/p>\n
COFFEE&CHOCOLATE<\/p>\n
The essence of coffee extracted into a concentrated one ounce beverage<\/p>\n
A shot of espresso marked with a dollop of foamed milk<\/p>\n
Espresso combines with a velvety milk foam.<\/p>\n
_ 1\/3 espresso<\/p>\n
_ 1\/3 steamed milk<\/p>\n
_ 1\/3 frothed milk<\/p>\n
Espresso with foamed milk with chocolate syrup or powder added<\/p>\n
Espresso combines with steamed milk, topped with a small amount of milk foam.<\/p>\n
_ 1\/3 espresso<\/p>\n
_ 2\/3 milk<\/p>\n
Espresso diluted (after brewing) with an equal portion of hot water<\/p>\n
Herbal Teas: Red Zinger, Chamomile, Lemon, Peppermint<\/p>\n
Ceylon tea: a black tea from Sri Lanka<\/p>\n
Green tea & yellow tea: from China<\/p>\n
White tea: from Japan<\/p>\n
Jasmine tea: from India<\/p>\n
Mint tea: from Morocco<\/p>\n
Creamy tomato soup with chunks of sweet tomato. Topped with sour cream.<\/p>\n
Steamy chicken broth loaded with smoked chicken, jack and cheddar cheeses, tortilla strips and scallions.<\/p>\n
Rich and creamy potato soup topped with jack and cheddar cheeses, bacon and scallions.<\/p>\n
Traditional Russian\u2019s soups made with beetroot, beans, cabbage, carrots and beef with thick dark bread.<\/p>\n
Olive oil, onion, squashes, fresh sage, chicken broth , salt and freshly ground black pepper<\/p>\n
Unsalted butter, onion , carrots , celery , bay leaf, long-grain rice, chopped tomatoes, basil leaves, heavy cream, salt and freshly ground black pepper<\/p>\n
Unsalted butter, olive oil, onion, carrots, celery, vegetable broth, fresh rosemary<\/p>\n
Bacon, onion, garlic, potatoes, chicken broth, salt and freshly ground black pepper , sour cream, Cheddar cheese ,chives<\/p>\n
Olive oil, celery, carrot, tomatoes, crushed tomatoes, tomato paste, vegetable broth, bay leaf, cream salt and freshly ground black pepper<\/p>\n
Chicken broth, eggs, grated Parmesan cheese, plus more for garnish, semolina flour, spinach, parsley, nutmeg, salt and freshly ground black pepper<\/p>\n
Mushroom Solyanka: cabbage with vinegar, tomatoes, and cucumber pickles, with little brine, mushrooms, onions, lemon skin.<\/p>\n
Mixed field greens with hearts of palm, red cabbage & carrots. Served with your choice of a Candle dressing.<\/p>\n
Romaine lettuce with herbed croutons in a creamy caesar dressing and sprinkled with toasted dulse.<\/p>\n
Chicken Salad<\/p>\n
Mixed leaves, chicken pieces, cucumber, tomato, corn, boiled egg and dijon mustard dressing<\/p>\n
Soba Noodles, ginger grilled tofu, shiitake mushrooms, edamame, julienne carrots, radish and<\/p>\n
sesame seeds over mesclun with a creamy wasabi dressing.<\/p>\n
Arugula, roasted pears, shaved fennel, cashew-tofu cheese and toasted walnuts. Served with a cranberry vinaigrette dressing.<\/p>\n
Bi-color quinoa, black beans, red onions & jicama topped with spiced pumpkin seeds and barbequed grilled tempeh. served over mixed field greens with a toasted cumin vinaigrette.<\/p>\n
Fried chicken tossed with spicy Buffalo sauce and served over a bed of mixed greens with Bleu Cheese crumbles, mushrooms, tomatoes and eggs. Best with Bleu Cheese dressing.<\/p>\n
Fresh mixed greens topped with Bleu Cheese crumbles, spicy sugared walnuts and fresh strawberries. Served with Bleu Cheese toast. Best with Sweet Balsamic Vinaigrette dressing.<\/p>\n
A skewer of spicy grilled shrimp and tender diced chicken tossed in a sesame marinade. Served atop fresh mixed greens with tomatoes, sweet pineapple chunks, walnuts and toasted coconut. Best with Asian Sesame dressing.<\/p>\n
Herb seasoned or Cajun-style chicken atop fresh mixed greens with bacon and egg, tomatoes, jack and cheddar cheeses. Best with Honey Mustard dressing.<\/p>\n
Leaf spinach, red onions, mushrooms, bacon and egg with goat cheese, topped with spicy sugared walnuts. Best with our Hot Bacon Vinaigrette.<\/p>\n
Diced fried chicken tossed in our sesame marinade over mixed greens, red onions, tomatoes and mandarin oranges. Topped with Asian noodles. Best with Asian Sesame dressing.<\/p>\n
Smoked chicken atop mixed greens with tomatoes, black olives, red onions, jack and cheddar cheeses and crumbled bacon. Best with Ranch dressing.<\/p>\n
Provence Salad<\/p>\n
Chicken, ham, corn, peppers, cheese, cucumber, tomato, egg, mixed salad with a whole grain mustard and herbs de Provence dressing<\/p>\n
Smoked salmon from Norway, egg, salad, sorrel, chives and raspberry vinegar<\/p>\n
Fresh scallops, sevruga\u2019s caviar, endive, cider vinegar and saffron<\/p>\n
Banana, Strawberry, Mango and Kiwi with pieces of white and dark chocolate on the top.<\/p>\n
Strawberries, kiwifruit, yoghurt, soy milk, wheat germ and honey (high in vitamins)<\/p>\n
Banana, pineapple juice, coconut milk, yoghurt, honey, wheat germ and ice (energy booster)<\/p>\n
( For the detailed price, we have to consolidate it during the first 6 months of detailed marketing study)<\/p>\n
Our employees are well trained waiters and waitresses. They will always welcome customers with warm smile and serve you in a very polite manner.<\/p>\n
We also offer \u201ctakeaway\u201d or \u201cphone order\u201d services for people in a hurry. We just want to provide as much convenience as possible to meet our customers\u2019 needs.<\/p>\n
According to our marketing research, the average cost for drinks is around 100RUB (3euros), desserts for 100RUB (3euros), a good meal costs about 400RUB (12euros) for one person, etc. As we are a caf\u00e9 with better products and services, we would price our products above average, say:<\/p>\n
Coffee&Chocolate: 5-8 euros<\/p>\n
Drinks: 3-8 euros<\/p>\n
Tea: 5-10 euros<\/p>\n
Soup: 5-8 euros<\/p>\n
Salad: 5-10 euros<\/p>\n
Desserts: 3-8 euros<\/p>\n
We plan to find a place near the business area because our main target is business people who care about quality of the products and services.<\/p>\n
In our future planning, we would like to develop our caf\u00e9 business in Russia through franchising after we have established the model of our caf\u00e9 brand, of course, this idea should be based on the good operation result of our first caf\u00e9 shop.<\/p>\n
As we are a totally new cafe shop in Moscow, it is very necessary to use effective ways to make us known to Moscow people. We plan to use the following methods to promote ourselves:<\/p>\n
Advertise our cafe shop on magazines such as business magazines, food magazines, etc. and newspapers<\/p>\n
Advertise our cafe through radio, so that Moscow people can get the information during breakfast time, driving a car, etc. We do not plan to do advertisement, for it is too expensive for us, however, radio ads is a comparatively cheaper way.<\/p>\n
Showing billboard-type ads in business areas<\/p>\n
Using transit ads on buses, subways and commuter trains<\/p>\n
We decide to build up our own website in order to provide as much information as we can to attract more customers.<\/p>\n
Establish customer management system. Offer a fidelity card for customers when reaches a certain amount of consumption. And each time they consume in our coffee shop, they earn points into his card. The earned points can be used as cash to pay for the products they buy in our cafe shop.<\/p>\n
Offer coupons occasionally<\/p>\n
Offer \u201cfree goods\u201d according to different national holidays (eg. Valentine\u2019s Day; Christmas, etc.<\/p>\n
5. Action Plan<\/p>\n
Research has shown that:<\/p>\n
Relationship Marketing is the ongoing process of identifying and creating value with individual customers and then sharing the benefits from this over a lifetime association. It involves Understanding, focusing and management of ongoing collaboration<\/p>\n
Between suppliers and selected customers<\/p>\n
For mutual value creation and sharing<\/p>\n
Through interdependence and organizational alignment.<\/p>\n
(From Gordon, Relationship Marketing, pg9.)<\/p>\n
To implement our strategy with this approach we need to focus on customer benefits on a long time scale basis.<\/p>\n
The action plan has been established using this approach.<\/p>\n
What<\/p>\n
Objectives<\/p>\n
Benefit<\/p>\n
When<\/p>\n
Who\/Lead<\/p>\n
Team organization<\/p>\n
Organize the whole team. What are the objectives, the milestones, people in charge\u00e2\u20ac\u00a6<\/p>\n
Project Manager (PM)<\/p>\n
Align the project strategy with the business customer expectations<\/p>\n
Be align on a same set of objectives<\/p>\n
Going the same way.<\/p>\n
PM<\/p>\n
Project Launch<\/p>\n
Start the new project and let it know<\/p>\n
Project team\/PM<\/p>\n
Describing the process and the people involved<\/p>\n
Be aware of the advantages each one has to forecast and organize in advance. Understand the constraints and possibilities offered by the process.<\/p>\n
By knowing who is doing what and for which purpose, people can improve the whole process<\/p>\n
Taking into account the customer survey<\/p>\n
Designing the offer, adapt the menu<\/p>\n
Adapt to the consumer requirements<\/p>\n
Designing the offer<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
We are a newly established company in food and drink industry. We plan to set up our first caf\u00e9 shop in a business area in Moscow, Russia. We want to differentiate ourselves from our competitors by providing high product quality and high service quality. Our caf\u00e9 shop is not only a place for people to enjoy life but also a suitable place to work. Russia […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[168],"tags":[8006],"class_list":["post-8019","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-opening-a-cafe-in-moscow-russia-marketing-essay"],"_links":{"self":[{"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/posts\/8019"}],"collection":[{"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/comments?post=8019"}],"version-history":[{"count":0,"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/posts\/8019\/revisions"}],"wp:attachment":[{"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/media?parent=8019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/categories?post=8019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/glowriters.com\/wp-json\/wp\/v2\/tags?post=8019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}