...Marketing Strategy for Product By Carlos Whisenhunt Lilhunt25@hotmail.com Marketing Management-MKT 500 Dr. Thomas L. Matula, Ph.D. Strayer University 05/02/2011 This paper will explain the marketing plan in more detail for southern style coffee shops. Southern style coffee marketing segment will be to supply not only the airports and surrounding areas but to also reach out to department food stores and market international online sales. To give more detail on the marketing plan I will explain four more questions in detail. First I will discuss the type of product the company will offer and identify its primary characteristics. Secondly I will discuss the product branding strategy. Next I will discuss how the product fits within a product line and the depth and breath of the line. Finally I will discuss how the product and target market strategies fit with the organizational strategy. Finally I will explain how the product and target market strategies fit with the organizational strategy. First, southern style coffee shop name speaks for itself. The company is all about selling coffee and to not only market particular demographics but to attract the non- coffee drinkers as well. The Southern style coffee shops have just begun business, and marketing is essential to its success and future profitability. The shops will offer a place for people to meet in a comfortable, person-to-person...
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...Segmentation and Product Positioning Firstcup ^ Coffee Shop (Toronto, Canada) Marketing Management Abstract This paper will provide the market research plan for Firstcup Coffee Shop. The store will be located in Toronto, Canada. The objective for the first year of operations is to be selected as the “Best New Coffee Shop” by the local restaurant authorities of the city. Firstcup coffee shop is expected to become a constant necessity for local coffee lovers and active people. It is a place to enjoy while you try to escape from the daily stresses and just a comfortable place to meet your friends, have a conversation, surf the web, or read books and magazines, all in one. Taking into account the growing demand for high quality gourmet coffee and great service in this city, Firstcup will take advantage of a strategic localization in Down Town to build a core group of repeat customers. The following plan will include a report of Firstcup Coffee Shop’s data source implemented, the research approaches used, the research instruments that will be apply to interpret the data, the sampling plan and the contact methods. Furthermore, potential market opportunities and threats have been identified by a SWOT Analysis. All of this information will be absolutely important to continue building an accurate marketing plan for the coffee shop. The results of the plan will be definitely very important to make an accurate...
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...Table of Content 1.0 Introduction 2 2.0 Marketing Objectives 2 2.1 Existing issue and related marketing plan 2 2.2 Marketing objectives 3 3.0 Target Market and Positioning 3 3.1 Target market 3 3.2 Current market position 3 3.3 Planned improvement for current position 4 4.0 Marketing mix 5 4.1 Products 5 4.2 Pricing 5 4.3 Place 6 4.4 Promotion 6 Conclusions 6 Reference 7 1.0 Introduction Gloria Jean’s Coffee is one of Australia’s leading coffee shops. It is specialized in its own brand coffee products. Gloria Jean’s has been investing on product quality and customer consuming experience to build its brand image (Hospitality Magazine, 2011). The target market is people aged between 18 to 25 years old and mainly focuses on female customers (Garyali, 2010). Narrowed target market remains the weakness of Gloria Jean’s, compared to its competitors, such as Starbucks, which have a wider range of segment market. The market strategy of Gloria Jean’s is to expand its market share by enlarge the age range of its target market. Gloria Jean’s has strength in brand position, management innovation, and the only capsules suppliers for the coffee machine. But its weakness is obvious in narrow target market, not up-to-date brew machine, and undiversified product range. It is facing the threats from new entrants, new coffee products of nutrition concept and unfavourable economic condition. More opportunities for Gloria Jean’s to increase market share include co-operation...
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...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...
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...ANNA MAZHE ANGBAZO ANAMAZH MARKETING PLAN FOR COFFEE SHOP marketing management course work 1 TABLE OF CONTENT 1 EXECUTIVE SUMMARY 2. SITUATION ANALYSIS 2.1 Current situation 2.2 Location 2.3 Micro environment 2.4 Macro environment 3. SWOT ANALYSID 4. KEY ISSUES IDENTIFIED 5. ASSUMPTION 6. OBJECTIVES TO BE PURSUED 7. TARGET MARKET AND POSITION 8. MARKETING STRATEGY 8.1 The product 8.2 The place 8.3 The price 8.4 Promotion 9. BUDGET 10. IMPLEMENTATION. MARKETING PLAN FOR ANAMAZH COFFEE SHOP 1. EXECUTIVE SUMMARY This summary contain the marketing plan for Anamazh coffee shop in Aberdeen. It examines the market situation of coffee business in Aberdeen and the United Kingdom. The document analyze the size and trend of the business, explaining the macro and micro environment using PESTLE and 3Cs model to study factors that can impact on the intended business. Base on the situation analysis, the sustainability of coffee business in Aberdeen and the United Kingdom is achievable, UK is known as a nation with coffee drinkers. Furthermore, the brand competitors were critically examine. There are many coffee shops business in the United Kingdom and Aberdeen. In UK the three top leading coffee brands are Costa, Starbucks and Café Nero, likewise in Aberdeen. They have the larger market, therefore, Anamaze brand must take its competitive advantage to penetrate the market. The document also explain the key issues of the intended business and also make assumption...
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...This business plan is intended to serve as a starting point for a potential coffee shop at Kelana Jaya, Petaling Jaya. While the plan provides an extensive look into the feasibility studies of such an endeavour, we recognize that further research may be required before undertaking this business. We have provided all the financials including the balance sheet, income statement and cash flow statements. However, our research shows that the starting and sustaining of a coffee shop in the KJ area is viable, given the incredible demand for a community-oriented coffee destination. Asbek Coffee House is committed to providing quality coffee and related products in a relaxing community-based atmosphere. The shop will serve assorted drinks and baked goods in an environment conducive to business meetings and casual rendezvous alike. By serving a narrow product line, Asbek Coffee House will minimize the start-up and operating costs required and increase the likelihood of survival and sustainability. With a community focus, Asbek Coffee House will attract and retain consumers from the KJ who seek a gathering place in addition to quality coffee. 1.2 COMPANY SUMMARY Asbek Coffee House is a coffee shop that provides the KJ area coffee and food, a tranquil environment, and a step toward new development in the community. With the area in desperate need of new development, Asbek Coffee House was created with the intent to create a place for the KJ community to gather and enjoy coffee. In order...
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...When it comes to starting a business it is important to have Business Plan. The value of a business plan is important in the startup of an organization. The value of proper business plan in an organization can determine if the organization will withstand over of time or for years to come for that matter. In implementing a proper business plan, proper planning in it self is important and valuable to the process. Planning helps in ensuring that the organization can withstand and remain as an essential asset to the needs of the community and helps in providing an impact on the city tax base. A valuable business plan can also allow the company to look at ahead at its projected profits and loss to be able to give their shareholders the return on their investment. The business plan can be the measuring rod to how the company will perform from the inside and out. The plan will show the roles of all their employees and what will be required and expected of them and what they can expect in return from there employer. Most people are wondering if they should open their own company or business. Personally I would open my own business. I know a few people that have tried to open their own business and it didn't work. I think that their problems were that they were not organized enough and didn't have their priorities straight so their business fell through. It is very important that your business relates to your surroundings in the community. For example it would be pointless to open...
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...Business - University of Economics ho chi minh city | TRUNG NGUYEN 2014 ANNUAL MARKETING PLAN | GROUP 2 | 12/18/2013 | | | Group 2: Le Hoai Tram – Pham Thanh Tu – Tran Thi Hong Van | Table of Contents Executive Summary 3 I. Introduction 4 II. Situational analysis 4 1. PEST 4 2. Company analysis 6 3. Market Potential and Sales Forecast 8 4. Customer analysis 9 5. Competitor analysis 12 III. Marketing objectives 16 IV. Marketing strategy 16 1. Product: Coffee G7 16 2. Service: Trung Nguyen Coffee Chain 18 V. Supporting Marketing Programs 19 VI. Financial Projection 20 VII. Monitors and Controls 21 1. Sales force efficiency 21 2. Advertising efficiency 21 3. Sales promotion efficiency 21 4. Distribution efficiency 21 VIII. Contingency Plan 21 IX. Marketing Plan Timeline 22 Appendices 23 Reference 33 Executive Summary This report aims to propose marketing activities for Trung Nguyen Coffee in the year of 2014. The marketing plan includes (1) situational analysis, (2) marketing objectives, and (3) marketing strategies. First, situational analysis reveals that Trung Nguyen coffee is in the top 3 leaders in the industry with a market share of 38%, chasing after are Nescafe and Vinacafe with 27% and 31% respectively. It also shows that although the government has supported the development of coffee industry, some market volatility has had negative effects on Trung Nguyen’s performance....
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...Biggby Coffee Marketing Plan Proposed by: Olivia Daley Submitted to: Devry University Date: 1/22/2014 Five Year Marketing Plan Table of Contents 1. Executive Summary 2. Company Description 3. Strategic Focus & Plan 4. Situation Analysis 5. Market-Product Focus 6. Marketing Program 7. Financial Data & Projections 8. Organizational Structure 9. Implementation 10. Evaluation & Control 11. Bibliography Biggby Coffee 1. Executive Summary Biggby Coffee Shop is a unique middle of the road coffee shop that provides made to order coffee drinks for the casual coffee drinker to the serious coffee connoisseur. Its headquarters are based out of Lansing, Michigan and the company has been in business for over 15 years. They franchise their coffee shops to Sole Proprietorships’ and or L.L.C’s. Biggby Coffee offers a middle of the road price point for coffee consumers in that it is more expensive than McDonald’s , but less than Starbucks. My Biggby Shop will be formed under an L.L.C. and will be based in Columbus, Oh. Columbus currently has either lower end chain coffee shops or higher end chain coffee shops. It will be located in an area of town that currently has no coffee shop presence which is the northeast side. It has an untapped market of early adopters, college age and business people. The average salary range for this area is $40,000 per year, which...
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...simple email marketing. Get started today with Campaign Monitor for FREE! Yes please! <iframe src="//www.googletagmanager.com/ns.html?id=GTM-BLDN" height="0" width="0" style="display:none;visibility:hidden"></iframe> * * LivePlan * MPlans * BPlans * Palo Alto Software Home ------------------------------------------------- Top of Form Search Bottom of Form * Sample Marketing Plans * Marketing Software * Marketing Articles * Marketing Resources * Calculators * Marketing Plan Outline * Restaurant, Cafe and Bakery * Hospitality & Events * Retail & Online Stores * Additional Categories * Sales & Marketing Pro * Business Plan Software * How To Write A Marketing Plan * Product Marketing * Branding * Market Research * Public Relations * Lead Generation * Email Marketing * Marketing Strategy * Marketing eBooks * Marketing Blogs * Break Even Calculator * Cash Flow Calculator * Pay-Per-Click ROI Calculator * Starting Costs Calculator * Email ROI Calculator * Conversion Rate Calculator * Investment Offering Calculator * Discounted Cash Flow Getting ready to create a marketing plan? Start your marketing plan Related Marketing Plans * Organic Bakery Marketing Plan * Restaurant Marketing Plan * Catering Marketing Plan * Food Services Marketing Plan * Internet Coffee Shop Marketing Plan * Pasta...
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...www.FASTBusinessPlans.com BUSINESS PLAN (CAFÉ BUSINESS PLAN) THE RUSSET CUP 13351 MISSION STREET (OVERLAND PARK, KS) (DATE) Use and Reprint Rights for Your FAST Business Plan Template This template has been written to include instructions for creating your final business plan. You are free to edit and use the material within your organization. However, please do not distribute this template online or elsewhere publically without explicit permission from us. www.FASTBusinessPlans.com Café Business Plan Template TABLE OF CONTENTS 1.0 Executive Summary ................................................................................................................ 4 1.1 1.2 1.3 1.4 Business Objectives .....................................................................................................................................4 Mission Statement ........................................................................................................................................4 Guiding Principles ........................................................................................................................................4 Keys to Success ............................................................................................................................................5 2.0 2.1 2.2 2.3 2.4 Company Description ........................................................................................................ 5 Ownership ...
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...New Wave Coffee Company 3-Year Marketing Plan Assessment Code: 318.1.5-06-15 Student Name: Daniel Coffey Student ID: 000374326 Date: 11/15/2014 Mentor Name: Tashia Bryce Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 7 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Tactics and Action Plan 8 Product Action Plan 8 Price Action Plan 8 Place Action Plan 8 Promotion Action Plan 8 Monitoring Procedures 9 Introduction Throughout most of the 90s and early 2000s, Starbucks has expanded its vast empire and tightened its stranglehold on the brewed coffee and coffee drink marketplace. New Wave Coffee Company looks to make a name for itself with lower prices, quality over quantity, and by setting itself apart by become the premier destination for coffee. Mission Statement “World class customer service and world class products at a world class price while constantly serving the community.” The Product Through the Local Brew Initiative, New Wave Coffee Company purchases and distributes locally grown coffee beans and brews with a proceed going back...
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...Crossroads Business plan Project realized by: Sandu Elena Amalia Faculty:FABIZ Series:B Group:116 Table of Contents 1.0.Executive Summary 3 1.1. Objectives 3 1.2. Keys to success 4 1.3. Mission 4 2.0. Company Summary 4 2.1. Business location 4 2.2. Company Ownership and Management 4 2.3. Development Stage 4 2.4. Financial Status 5 Table: Start-up 5 2.5. Products and services 6 3.0. Industry analysis and trends 6 4.0.Target market 8 4.1. Geographic segmentation 8 4.2. Demographic segmentation 8 4.3. Psycographic segmentation 8 5.0. The Competition 9 6.0. Company structure, Intellectual property and Ownership 10 7.0. The Marketing Plan and Sales Strategy 11 7.1. Product strategy 11 7.2. Pricing strategy 12 7.3. Channels of distribution 12 7.4. Promotion and Advertising 12 7.5. Sales strategy 13 8.0. The Financial Plan 14 Appendix 17 Actually,this seems to be the basic need of the human heart in nearly every great crisis-a good hot cup of coffee. 1.0.Executive Summary Crossroads is going to be a coffee shop which not only does it satisfy the coffee lovers but it also provides a nice environment for those who want to enjoy a good book or want a nice, quiet place in which they can work. I have decided to start-up this business because of my love for both coffee and reading. I love the way a book shop is and I thought that it could be great to have a place in which we could enjoy a delicious cup of coffee and also read...
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...WEAKNESSES………………………………………………………………………6 OPPORTUNITIES…………………………………………………………………....6 TREATS………………………………………………………………………………7 MARKETING STRATEGIES SUMMARY………………………………...8 PRODUCTS AND SERVICES……………………………………………………....8 PRICING STRATEGIES…………………………………………………………….8 PLACING………………………………………………………………………….....9 PROMOTION STRATEGIES……………………………………………………….9 COMPANY SUMMARY……………………………………………………10 OWNERSHIP……………………………………………………………………….10 LOCATION AND FACILITIES……………………………………………………10 START-UP COST…………………………………………………………………...11 MARKETING ANALYSIS SUMMARY…………………………………...12 MARKETING SEGMENTATION………………………………………………….12 TARGET MARKET…………………………………………………………………13 MANAGEMENT SUMMARY………………………………………………14 MANAGEMENT TEAM…………………………………………………………….14 PERSONNEL PLAN………………………………………………………………...16 IMPORTANT ASSUMPTION………………………………………………………16 1. Executive Summary When the economy is growing fast, the majority of Ho Chi Minh City residents become richer. Their standard of living is higher as a result. People expect higher quality in the products and the services they get. Nowadays, customers do not say “drink a cup of coffee” anymore; instead, they use “enjoy a cup of coffee”. They expect not only high quality coffee, but more than that they expect to have a relaxed, joyful time when they come to a coffee shop. Love café is opened to satisfy that demand. Main products Love Café offers are coffee, soda, smoothes and some other drinks. Love café also sells fast food for...
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...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...
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