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Questions 1-7I.

Analyzing the Situation

a.Objectivesi.Opportunity offers a unique twist on the history of colonialwillaimsburgii.Obstacle overcoming opposition toward groups who think it willnot fit in with the colonial atmosphereII.

Analyzing the Oraganization-Public Relations Audit2A: Performancea.Advantages of Up, Up, and Awake

i.We offer over 14,000 locations in over 36 countries; more thanstarbucksii.Every store in each country is different to reflect their culturalhistory; Specifically, in the United States every coffeehousesillustrates history of the American Revolution with educationalinformation and specialty coffees and teasiii.We offer a modern twist on the historical experience, but stillable to fit in with historical time period of the 1700siv.We offer the opportunity for reenactments, historical guestspeakers, and activities in Colonial Williamsburgv.We offer tickets in which when stamped and returned, can beused for discounts on drinks in the coffeehouse.vi.September 2-December 2

we can coincide with the program“Secrets of the chocolate maker” to promote our mochas, hotchocolate, any chocolate desserts and drinks.vii.The music in our coffeehouse in the United States is authenticof what was played in the 1700sviii.Families can learn, relax, and have their favorite treatstogether.ix.Coincides with mission statement to help tell the story throughpictures, writings, artifacts, and the celebration of diversepeople of the revolutionary time; helping the present and thefuture learn appreciate the pastx.Coffee and tea were a popular drink in 18

century Americaxi.We are able to make a stable profit, and one of the communityeducation programs we would support would be colonialWilliamsburg donations.b.

Weaknesses of Up, Up, and Awake

i.Our slogan is a hot air balloon;there was no such thing back inthe late 1700s.ii.Some of our drinks and bakery are classified as new and modernrather than vintage and historical.We may not have the option

to be placed in the center of colonial willaimsburg, justWilliamsburgiii.We would probably be considered dining in the 21

century bcof our modern selectioniv.Our baristas would have uniforms, not costumes of the 18

time period

2B. Public Perception

Public perception of coffee/tea/merchandise

i.Up, Up, and Awake is quite visible; it is a nationally recognizedand popular coffeehouse franchise.ii.Opinions toward coffee approached positivily, knowing thehealth benfits of antioxicdants and the use of caffenin in thisbusy life.iii.Public enjoy the experience of visiting coffeehouses, unwindingand enjoying a premium drink made to order.iv.Many consumesr are loyal to the company ordering the samedrinks over time while other cosumers take risks and try our newproductsv.People perceive coffeehouses and its coffee as an experience, atime to relax, socialize, take a break from the hectic lifestylethey are living.vi.Consumers may perceive the coffees to be expensive and notworth the costvii.A coffeehouse is mainly for adults, a time to enjoy withoutchildren.d.

Public perception of Up, Up, and Awake

i.Up, Up, and Awake is a well known franchise; the publicrecognizes the logo and has a firm understanding of thefranchiseii.Supports Up, Up, and Awake’s effort to educate the publicthrough the products and setting of the coffeehouse.iii.Support’s Up, Up, and Awake’s effort for community outreachwith the Rainforest Alliance, safety and benefits for coffeefarmers, and research for cancer,iv.Supports effort of being an equal opportunity employer andembracing differences.v.People may think that there are too many coffeehousescompeting already and there is no point in continuallyexpanding the businessvi.People may think we are taking the opportunity away from localcoffeehousesvii.Up, Up, and Awake is serving an even greater catalyst foranother industrial revolutions and improving the coffee industry,providing more jobs and opportunities

viii.Advertisements and websites are viewed positivelyix.Service is fast and convienant in a friendly atmosphere; peoplecan be alone and do their own thing, while a group may besocializing nearby, different cultural experiences in differentcountries and we account for this; brand experience,convenience

2C. External Environmente. Competition

i.There are coffee competitors in colonial Willaimsburg Park. There are several coffeehouses outside of the colonial portion of williamsburg1.Museum Caféa.Located in the Dewitt Wallace museum.b.Serves coffee, tea, and assorted treatsc. Offers lunch and appetizers, something that Up,Up,and Awake does notd.Offers one convienant one stop shop after visitingthe historical portion of the museum.e.The museum café is recommended and themuseum is highly recommended on severalwebsites (www.community.iexplore.com,)f.The prices for menu items are reasonableg.Café is adjacent to the lobby, where many specialevents take placeh.Their specialty is not coffee and tea, but mainlymeals.2.Williamsburg Inn Terrace Room3.Commonwealth Coffee and Tea Company (insideWilliamsburg booksellers)4.College of William and Mary Bookstore (Starbucks)

f.Opposition

Traditionalists-People who feel as though it would takeaway from small town feel-fearful of losing that smalltown distinctiveness to a corporate giant-slap in the facefor creative business ownersii.People against globalization; making claims the “earth isbecoming flat”

iii.

Activist groups for fair trade, labor relations, andenvironmental policy for free tradeiv.Local musicians, artists, organizations that receivedirect benefit from current coffeehousesIII.Publicsa.Customers

i.In Williamsburg it will mainly be tourist families

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