Upload
sohail-sham
View
256
Download
1
Tags:
Embed Size (px)
Citation preview
OWNERSHIP: TALHA KHAN
BUSINESS NAME: EXPRESSION COFFEE SHOP
BUSINESS LOCATION: BANJONSA LAKE
OWNER’S ADRESS: VILLAGE POTHI BALA, P/O & TEHSIL RAWALAKOT
• Vision : to make well known coffee shop of the city
• Mission : to save the world from mediocre coffee.
• Purpose :to deliver an unbeatable coffee experience.
• Punch line :“express your feeling beyond your dream”
Executive summary
Expression coffee shop is a coffee shop located at BANJONSA. Expression coffee shop serves all type of coffee to provide refreshment. Expression focus all type of customers such as youngsters, mature, children, professionals etc. it also serves verity in coffee and new innovations with coffee.
It adopt eco friendly environment for our coffee shop. We serve coffee in clay cup. There are eco friendly furniture use in coffee shop.
Situational Analysis
Expression is in its first year of business as a start-up business. It recognized the fact that a comprehensive, strategic marketing plan is required to ensure profitability and success. Expression offers verity in coffee. The market need is for coffee shop that provide refreshment, convenience and reasonable price charged.
Situational analysis also include• Project at glance• Market needs• SWOT analysis• Key to success
Project at glance
Shop name : Expression coffee shop
Product : Coffee Location : Banjonsa
Capacity : 4800 cups/month Raw material : Coffee bean, Milk, Sugar, Cream, Ice-
cream, Chocolate
Land : 1000 sq.ft
Market need• Convenience :
the area of coffee shop is convenient for valuable customer because it is near to new court and college area
• Customer services :servicing the customer with superior attention
is what the employee are trained to provide
• Competitive pricing :the price of coffee is bit more than a traditional
competitor like Nescafe. But far less than coffee culture and café coffee day.
Objectives
• Increasing sales by 30% in a year
• Retain customer satisfaction
• To provide eco friendly environment.
• To provide different types of innovative products as per customer’s teats and preferences.
SWOT Analysis
• Strength : Ensure quality of productFocusing on customer teats and preferencesPricing policyConvenient areaFriendly environment
• Weakness :Existing competitorsLimited range of coffeeDifficult to maintain
• Opportunity : Introduce online/ telephone order system Developing new product and services in future New machines of coffee maker are introduce in
market • Threats : Government rules and regulation
Key to success• Convenience• Customer attention• Pricing policy
• Target market : Middle class, students, professionals, and
youngsters who like refreshment in their busy schedule
Children who love sweet and cold coffee TOURISTS
• Advertisement : In local news paper (DAILY DHARTI, KASHMIR
EXPRESS & FARDAND-E-KASHMIR) RADIO PUMFLETS Store front display
Positioning Expression competitive edge is based on
customer taste and preferences. we more focus on youngsters and students and for those we provide entertainment source like customer play musical instruments in our shop.
Marketing mix Pricing:
expression pricing scheme will be based on a competitive pricing model with other similar product providers
Distribution: Expression products will be dispended from our one and only shop. we provide home delivery.
Promotion :our shop is located in TOURIST area so it will significantly increase visibilities.
Customer services :we provide products base on customer’s taste and preferences.
Implementation control
The purpose of expression marketing plan is to serve as guide for the business. The following area will be monitoring to gauge performance: Revenue: monthly and annual Expenses : monthly and annual Customer satisfaction