Java Net will follow a differentiation strategy to achieve a competitive advantage in the cafe market.
By providing Internet service, Java Net separates itself from all other cafes in Eugene.
The third strategy focuses on building a social environment for Java Net customers.
A social environment, that provides entertainment, will serve to attract customers that wouldn't normally think about using the Internet.
Thus, it can quickly become a high monthly cost for the individual.
Second, Java Net looked at how cyber-cafes in other markets such as Portland and Ashland went about pricing Internet access.
Java Net will implement a pull strategy in order to build consumer awareness and demand.
Initially, Java Net has budgeted ,000 for promotional efforts which will include advertising with coupons for a free hour of Internet time in local publications and in-house promotions such as offering customers free Internet time if they pay for an introduction to the Internet workshop taught by Java Net's computer technician.
It will serve high-quality coffee and espresso specialty drinks at a competitive price.
Due to the number of cafes in Eugene, it is important that Java Net sets fair prices for its coffee.