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Marketing Apprentice Day
Exploring the UK Cafe Culture
The Lower 5 year group proved their transferable skills in brainstorming, creative thinking, decision making, team work, research, time management and presentation skills when they embarked in this year's ‘Marketing Apprentice' project day.
The ‘Café Culture Concept' engaged the 86 students in an experiential learning project to cement the understanding of basic marketing principles and allowed the practical application of these skills in a creative and fun project day. Working in groups of ten and eleven, the Lower 5 girls were challenged to come up with an in-store dining outlet concept for a chosen chain of stores, responding to the project brief as ‘dynamic management consultants'. They carefully defined target customer markets, produced concept designs and business plans to justify their ideas, and then presented their innovative plans to a panel of judges. The Café Culture Concepts ranged from cafés in theatres and bridal shops to in-store wine bars and child-friendly eating and relaxation zones.
The growing café culture in the UK was the backdrop for this work related project, and the students studied the market trends and a variety high street café offerings before developing their own bespoke restaurants.
Guest speakers from a local in-store Starbucks coffee shop gave real-life insights into setting up and managing a successful and popular business. Laurence Unsworth, store manager of Starbucks at Borders in Milton Keynes, gave a tour of the ‘Starbucks way' following a marketing strategy presentation delivered by Amanda Wilmot, marketing consultant. ‘This is an unique way to learn new theories and to implement them in a fun and progressive framework. We have been amazed at the depth of understanding, high quality outputs and outstanding presentations - the girls have truly exceeded our expectations', said Unsworth following the awards ceremony at the close of the day.
‘It was challenging and stimulating and I know that my team enjoyed it immensely...it was wonderful to see what marketing is like and we all enjoyed coming up with our café and business plans', quoted one of the students. After a full day of lively planning and presentations, the judging panel concluded, after much deliberation, that the winning team ‘Top Caff' had earned first place with their café concept within the Top Shop chain, with their concept targeted at the brand conscious teen market.
