AHLIA UNIVERSITY
College of Business & Finance
MAKT 201 – Principles of Marketing
Course Project
First Semester 2020/2021
Mohammed Salah Algherair –
Salman Abdulaziz Alsadiq –
Khaled Ausama Buhajeeh – 201820077
Ismaeel Mohammed Altamimi –
Hasan Salah Jafffar –
Executive Summary :
Ahlia University Café is a specialized coffeeshop that’s soon going to open in different branches all over Bahrain. AU’s Café is a coffeeshop that is specialized in preparing the perfect environment for Ahlia’s University students specifically and other students generally in order for those students to enjoy their time studying peacefully and comfortably. The AU’s café is located in many different locations in the Kingdom of Bahrain, the main branch is located in the Ahlia University, other branches are distributed in Zallaq springs, Salmabad gas station and Riffa views in order to serve all students all over Bahrain.
AU’s café is specialized in offering the perfect coffee, drinks, and snacks for those students who enjoys their time in the café. The Ahlia café might at first seem like all other cafes in Bahrain but in depth it isn’t as similar. The AU’s café management has big efforts in order to choose the best supplies in quality wise. Where they choose their suppliers due to a lot of terms such as taste, quality, cleanness and even the environment of the supplies they’re getting. Other than the best quality that the Au’s offer, the prices are still low compared to all other coffeeshops that offer what Ahlia café offers. The good quality and the low prices are not the only things that differ AU’s café from other cafes, the comfortable seats and the open areas are competitive advantages that AU’s café has and other café’s doesn’t. Those comfortable seats are located in private rooms that are surrounded with sound proof glass that help the students concentrate in their work and have their meetings without interrupting or getting interrupted by others. In each private room there are boards that can be used for the meetings or presentations that the students or other customers might have, that is linked with speakers that can make the perfect environment for the consumers in their room. All of these specializations with the low prices AU’s still offer different discount rates for Ahlia University staff and students.
AU’s mission is to provide the best food, drinks and goods for the students with the lowest price possible, these low prices doesn’t mean low quality but instead it means the best quality for those students and staff. AU’s café really cares for the students and they really consider their low income and on that they have built an affordable environment in order for those students to be more creative and give all what they have and more. Increasing the income is almost the purpose for all business marketing. Other than the increase in the income the AU’s café have other goals. Attracting more students is the major goal that AU’s wants to achieve. By the marketing these students might get attracted to the new coffeeshop and they might get attracted even more by the discount rates that students get.