...IDENTIFIED 14 3.1 ASSUMPTIONS 15 4.0 OBJECTIVES TO BE PURSUED 15 4.1 The Keys to Success of the business 15 4.2 Mission Statement 16 4.3 Company Summary 16 4.4 Unique Selling point: 16 5.0 MARKET SEGMENTATION ,TARGETING AND POSITIONING. 17 1.0 EXECUTIVE SUMMARY The purpose of this report is to conduct a three years marketing plan for Fortune coffee and cake shop which is a family business. The family is interested in setting up a retail outlet at 200 King Street, Aberdeen because of the closeness to University of Aberdeen, Unite student hostel, Robert Gordon University student hostel and the presence of corporate offices like First Nation bus headquarters, Police Scotland office and others. The major sources of information and data are textbooks, journals, internet and personal interview. The marketing plan is divided into four sections: the situation analysis which comprises of the overview of the coffee industry, pestle and swot analysis, swot matrix and competition, key issues identified and assumptions, market segmentation, targeting and positioning and the application to the coffee and cake shop. In conclusion, the marketing plan will help the investors to identify their potential customers, segment the market , target the units and position...
Words: 3277 - Pages: 14
...assignment: Starbucks and Highlands coffee Date: 11/09/2013 Teacher’s name: Paul McAfee 1) Starbucks Mission Statement: “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” [ (Starbucks, NA) ] 2) Highlands Coffee’s mission (in Vietnam): “to bring world class retail experiences to Vietnam, through the creation of Company owned brands and partnerships with leading international brands.” [ (Highlands, NA) ] We can see that Starbucks focuses on the experiences of individual customer, while Highlands Coffee tends to create their brands to bring world retail experiences to Vietnam. 3) Prices: There are different prices from products in both stores. The average price of Starbucks product is about 70 000 VND (~ 3.3 USD) to buy a cup of coffee made by Arabica beans, which is planted at altitudes of over 600m. However, it costs about 100 000 VND (~ 4.73 USD) to buy a Vietnamese coffee cup that you can buy everywhere in Vietnam with very cheap prices. Products: There are 3 main product lines in Starbuck, including drinks, foods and nutrition. It means that Starbucks tends to serve a range of customers. In contrast, Highlands Coffee only focuses on their main product which helps Highland Coffee attracts more customers who are interested in coffee. Different international business strategy: Generally, we can see that Starbucks wants to expand their market by providing more products, while Highlands Coffee wants to extent their market...
Words: 335 - Pages: 2
...A Feasibility study on “Coffee Ko” Coffee Shop In Partial Fulfillment of requirements for the subject Principles of Management For the degree of Bachelor of Science in Hotel and Restaurant Management At STI – College Quezon Avenue By: Eric B. Buquis Jake Christian Z. Escobar Carl Justin Oliquino Michaela D. Santo October 2013 TABLE OF CONTENTPROJECT BACKGROUND * Company Vision & Mission ……………………………………………………… * Name of the Business……………………………………………………………… * Logo/Rationale…………………………………………………………………….. * Type of business…………………………………………………………………… * Proposed Location ………………………………………………………………... * Project Description ……………………………………………………………….. * Project Proponents/Share of ownership………………………………………….CHAPTER I: Marketing Aspect * Visibility…………………………………………………………………………… * Accessibility to Target Market …………………………………………………. * Accessibility to Raw Materials ………………………………………………….. * Accessibility to Utility Service Providers……………………………………….. * Market Analysis…………………………………………………………………. * Market Survey result……………………………………………………………. * Competitors……………………………………………………………………… * Analysis of Competitors…………………………………………………………..CHAPTER II: Technical Aspect * Land area Description …………………………………………………………… * Layout………………………………………………………………………….. * Equipment/Materials …………………………………………………………. * Pricing Method/Recipe Quantification………………………………………. CHAPTER III: Management Aspect * Organizational Chart………………………………………………………….. * Forms of Management…………………………………………………………...
Words: 5123 - Pages: 21
...Question HOW CAN WE MARKET OUR BRAND OF COFFEE IN COMPARISON TO OTHER ESTABLISHED PLAYERS IN THE MARKET TO EARN A MARKET SHARE OF ATLEAST 20% BY THE 1ST YEAR? Introduction According to our research questions, we have framed a questionnaire and conducted a survey in Liverpool Street, London. According to the survey conducted, we present you the collected data. Types of Coffee Consumed The aim of our first question is that we should know whether he/she who is answering our questions is a coffee fanatic or at least a person who loves drinking coffee on a regular basis .If so, “What their favorite coffee is”. The answer, which we analyzed and represented in the graph below shows most people like to have “Cappuccino and latte”. Favorite Coffee Shops The second question that we put across to people was “Which is your favorite coffee shop” .The answer was obvious as most people selected Starbucks as their favorite coffee shop. Now we have identified who our main competitor in Liverpool Street is. Will People try new coffee shops? We were very much inquisitive to know whether people in and around Liverpool Street are interested in trying a new coffee brand. We got to know many people were interested in trying a new coffee shop in Liverpool Street. This shows that it is easy for us to get customers for the new coffee shop. This result gives us a positive probability that they might prefer it more, than any other coffee shop that they have been visiting very regularly...
Words: 373 - Pages: 2
...Nespresso coffee shop Salalah Name: __________________________ ID: ______________________________ Table of Contents Executive summary 2 Company Summary 3 Product/ Services Summary 5 Strategies – Marketing & Sales 7 Management Summary 8 Organizational Chart 9 Financial Statements 10 Balance sheet 12 Feasibility Business Idea and its suitability to Oman 12 Conclusion 13 Executive summary Nespresso coffee shop is a coffee shop that is located in Salalah exactly in the Alsaada north . That is a complete list of moderately priced "comfort" food influenced by Arab cooking traditions but on the basis of time-honored recipes from around the world. Section of the cafe and Nespresso coffee shop features a cafe with candy bar, and magazines, and space for live performers. This shop is basically the franchise that was introduced by the Nespresso the international brand of Coffee. This Coffee shop was not till now available in Salalah Oman. So, the opening of Salalah branch will provide a unique taste of coffee of an international brand. This business plan offers financial institutions an opportunity to review our vision and strategic focus. It also provides a step-by-step plan for the business start-up, establishing favorable sales numbers, gross margin, and profitability. This plan includes chapters on the company, products and services, market focus, action plans and forecasts, management team, and financial plan. Company Summary The "Nespresso...
Words: 2190 - Pages: 9
...BEYOND THE COFFEE CUP A Quantitative Study on Planet Coffee Measuring Customer Satisfaction, Brand Response, and Brand Relationship ADV2103 Market Research and Brand Insights Bashar Sulaiman Hadeel Sakkijha Henrique Esper Jsajm Quino Olabode Bode-George December 8, 2015 Brand Management Program Algonquin College of Applied Arts & Technology Ottawa, Ontario Table of Contents Executive Summary ........................................................................................................................ 3 Background of the Study ................................................................................................................ 4 The Brand Equity Problem & Research Purpose ............................................................................ 5 Research Target (Sampling Plan) ................................................................................................... 7 Research Methodology &Approach ............................................................................................... 7 Secondary Research Summary ....................................................................................................... 8 Primary Research Findings ........................................................................................................... 10 Customer Satisfaction ............................................................................................................... 12 Brand Response & Relationships...
Words: 7022 - Pages: 29
...Chapter 1 Executive Summary Executive Summary CoffeeTIME is not just another coffee shop. In a world that never sleeps, we all need time to pause and unwind. Whether it’s a business or a romantic meeting, gathering of friends or relaxing on your own, reading a book or surfing the net, CoffeeTIME will provide you with the perfect backdrop. Our friendly staff will make you a coffee to suit your taste, mood or occasion. Our snacks and desserts will restore your energy and compliment the drink of your choice. For those in a rush we will pack it all, so you can enjoy your favourites on the move. CoffeeTIME is the place where we understand you, so you can come out refreshed and ready for the road to your success. CoffeeTIME is your lifestyle, built around a delicious aroma of a freshly made cup of coffee. Founders Cydtahdel Layug is the founder of CoffeeTIME. She exhibits enthusiasm and abilities of a promising entrepreneur in the future. Paulo Gopez and Hilrome Gonzales are also one of the idea generators for the success of team and the business. The chosen location for CoffeeTIME coffeeshop is in one of the hearts of the Metro—Tomas Morato, a commercialized place fit for the business. The partnership will contribute to a total of P4,500,000 for capital investment. The projected sales for the first year is P24,820,000 with Net Income of P6,327,467.22. The business expects a 20% increase in sales within the first 2 years...
Words: 5880 - Pages: 24
...the access straight to the main road, and also connected with other branches street, very convenience to get here, with barely traffic according to the average observation. Affordability Due to this street haven’t gone very popular or commercial, not like ciptraland or G walk, so the rent for this place still in an average normal price. 80juta/ year, Neighbors Near this area, we have a lot people live around, and passing by, such as the darmo baru barat, or the darmo permai selatan, kupang indah etc, this street will be a best-pass-by street if they come back from the downtown or work. Parking convenience During the street is quite narrow, so it has a limited parking capacity approximately 4 cars in front the shop, but in front or near the shop has other place to park. Organizational structure Job Description General Manager * Develops and executes sales and profit plans that are in-line with budgetary goals. * Ensures and is accountable for profitability of the store by growing sales and controlling costs of goods, inventory levels, labor, supplies and expenses. * Maintains and utilizes daily, weekly, quarterly and annual financial reporting tools. * Ensures proper team member coverage, scheduling according to the needs of business while maintaining target labor costs. * Oversees all cash and media management functions. Able to perform all POS duties, front and back of house functions including opening and closing procedures, coordinating...
Words: 1738 - Pages: 7
...Project Name | Kahula Coffee Grand Opening | Project Number | | Project Team | Breanna Khanbalinov | Prioritization | | Owner(s) | | Start Date: | July 19, 2015 | Scheduled Completion Date: | August 25, 2015 | Mission/ Purpose | Kahula Coffee is a Hawaiian coffee shop that expects the grand opening to have an island feel and welcoming vibe. Kahule Coffee focuses on keeping its customers relaxed as they purchase their coffee. The purpose of the grand opening is to show the community that they are open for business and have a wide variety of tasty coffees. | | ProjectDescription and Project Product | This project is going to assist the owners of Kaluha Coffee in having a spectacular grand opening. Kaluha Coffee shop owners are expecting to have party decorations that relate to Hawaii. The project would entail creating a schedule, determining the types of activities customers would have available, ensuring that Kaluha Coffee has sample stations, etc. | | Objectives | The objective of this project is to prepare a grand opening for Kaluha Coffee and in doing so maintain the budget of six thousand dollars, create the desire for at least seventy people to attend, and ensure that the presentation of product is in the theme of Kaluha Coffee. | | Business Need | This project is a great opportunity to generate revenue and expand our business in the area. This coffee shop is located in a new business oriented area to which many new local shops are beginning to...
Words: 771 - Pages: 4
...-Inputs - Process Transformation - Outputs - Quality management * Marketing Plan -Target Market identification -Marketing mix * Financial plan -Budget * Human resource plan - Staff number - Staff role -Staff acquisition - Staff training and development - Employment contracts 88 words 2. Goals 2.1 Short-term goals: 2.11 To establish a customer basis in the wider area by receiving a thousand likes on Facebook and 500 followers on Instagram, within 12 months so to establish the brand and product name and create popularity amongst younger generations. 2.12To create goodwill within the local area by creating a regular business rate as part of peoples morning routines via either morning discounts or loyalty coffee cards, so to ensure the businesses reputation is positive and therefore create a good atmosphere in association to the store and returning customers, all within 12 months. 2.2 Long-term goals: 2.21 To become the sole bookstore within 50km radius due to directing the target market from competitors or online stores such as Amazon, creating more customers and being able to serve all market demand in the area, within 4 years. 2.22 To expand into the property next door and open an attached restaurant, so to grow the business name and expand hours by 2 night hours and services into a licensed restaurant within 3 years, and beginning a chain with 2 more stores...
Words: 2014 - Pages: 9
...SOMETHING ABOUT MICROBLOG MARKETING LET’S STRAT FROM NO.100 COFFEE STORE On the way to No.100 coffee store,I felt excited and nervous.That was the second time I visited there.I knew this coffee store through the sina microblog. Several days ago,I logged on my account then a new fan jumped out, named “No.100 coffee”. According to its marketing style I guessed it must be operated by a young guy who is creative and wants to do something special. However, something interesting appeared in the later concern. No.100 is located at Wudadao Sightseeing Street district, where is filled with historical and cultural atmosphere. Around the coffee store, the old-fashioned European buildings perfectly set the movie scene of a typical street-side coffee bar in Europe. Slowly step into the No.100, you can see the simple but cozy decoration, the soft fabric sofas in the living room, and the traditional Chinese tea set on the desk, and there is a large cabinet of personal collections from the shareholders’ donation. Besides, there is a wall displaying the colorful postcards sent by customers from all over the world. All these tiny details make this little coffee store more like a warm family house rather than a fancy bar. After walking around the rooms I chose a sofa by the window in the living room. Because I had visited here a few days ago and had a chat with the waiters, they remembered me and knew why I was here for the second time. However...
Words: 2147 - Pages: 9
...Carson: Coffee Shop Dream Throughout my high school years, I have managed to form bonds with people that are inevitable. In which is why on February 2nd, 2018 I had decided to do a personal profile on Joshua Carson. We decided to meet up at Starbucks, a coffee shop chosen for no other reason besides the fact that we both enjoy coffee, and that Starbucks has a friendly and calm atmosphere. Joshua arrived in jeans, a black polo shirt, and a beanie pulled over his forehead. “How have you been, I asked, are you ready to get started?” Joshua nodded. “Would you like to order?” I decided to try something different and went with a Butter-beer Frappuccino from the secret meanwhile he went with...
Words: 1250 - Pages: 5
...NUPE13 One-Stop Coffee Shop The following paper will focus on the start up of a coffee shop named Nupe13 One-Stop Coffee Shop. This paper will provide the project scope and management aspects of starting the coffee shop. The paper will successively present the steps required for starting the coffee shop, starting with an analysis of the target segment of customers and the coffee shop’s specific features, continuing with the project’s objectives and other specific issues, like project scope management, methods for ensuring the project’s success, the project’s scheduling and communication management, as well as several recommendations aiming at presenting some ideas that will lead to the coffee shop’s success on a short and long term basis. The reason I chose to write on the Project management of opening a coffee shop is because I have a knack for running my own business and a coffee shop would be a prevalent business to become successful in. Opening a coffee shop will give me multiple opportunities to market the business on a regional platform, with plenty of reference materials, and information to create a successful marketing objective. The basic services of the new coffee shop will include offering all kinds of coffee, satisfying any customer, from simple customers to very sophisticated ones. Additional services refer to chocolate, which is considered by some to be going hand in hand with coffee. Therefore, the...
Words: 1114 - Pages: 5
...and Roost Coffee Shop by Amy Fullerton, Jennifer Wenzel, Orlando Ponce, Kiernan Gladman Saint Mary’s University of Minnesota Schools of Graduate and Professional Programs BU490A/AV – Strategic Business Capstone Matt Bluem December 2, 2011 Plan to Increase Sales Revenue at Roast and Roost Coffee Shop Executive Summary The purpose of this paper is to… Company Operations Company Operations- Our name is “Roast and Roost”. Mission Statement- Roast and Roost is a small family owned specialty coffee shop created and established to bring a strong sense of community to our neighborhood as well as a one of a kind coffee experience. Our aim is to bring the very finest beans, the very finest roasting, and most importantly the greatest customer service to our patrons. Company products and services- XXX quantity of specialty coffee drinks (ie. Lattes, cappuccinos, etc.), wireless internet access, juices, pastries, and a small collection of teas. Scope of operations- Roast and Roost is a ma and pa company that has been taken over by the owner’s two daughters. They employ I manager, 2 assistant managers and 6 baristas. Since Roast and roost is such a small company the owners have developed an employee handbook that outlines specific human resource problems and the solutions or steps that the employee must follow to settle these conflicts. When Roast and Roost was established in 1987 there was no need for any marketing operations as we were the only coffee shop in the area...
Words: 1613 - Pages: 7
...Literature Review The power of a man’s mind is directly proportioned to the quantity of coffee he drinks. – Sir James Mackintosh UK is one of the highest importers of Coffee in the world (International Coffee Organization, 2011). Considering the large population in the UK, Coffee is the third favorite non-alcoholic drink. The coffee shop market recorded an estimated 3.5% increase in sales between 2013 and 2014 to an estimated £1.45 billion. Nearly three quarters (73%) of consumers have purchased hot drinks out of home in the three months to September 2014, with Costa Coffee enjoying the highest usage reflecting its widespread store portfolio. As of December 2014, Costa Coffee with over 1840 outlets has the highest number of outlets in the UK followed by Starbucks with 731 and Cafe Nero with 548. Currently there are various new brands competing with these big players in the coffee shops industry. Pret a Manger being one of them currently has over 300 outlets in the UK. A persistent challenge for coffee shops is to expand business beyond the morning and early afternoon hours. Out-of-home hot drinks remain on popular demand in terms of spending in UK. However, the fact that overall usage of coffee shops has remained consistent between 2013 and 2014, despite the UK’s improving economy, means that many operators are currently failing to translate rising consumer confidence into considerable uplifts in footfall. Moving on to specific locations, Liverpool Station is...
Words: 722 - Pages: 3
