Executive Summary By focusing on its strengths and its key customer’s needs, Wide Awake Café will increase sales steadily in its first five marketing years, while also maintaining the gross margin on sales, with a focus on cash management and working capital. The marketing plan leads the way. It renews our vision and strategic focus: adding value to our target market segments, and reinforcing our ties with businesses in our local markets. It also provides the step-by-step plan for improving our marketing efforts. Drinking coffee daily is a way of life that adults and college students normally live by. Wide-Awake Café introduces coffee that not only tastes extraordinary, but will also help people get through their busy day. We sell freshly …show more content…
Wide Awake Cafe serve beverages that are hot, cold, and frozen. We provide customers with whole bean coffee, espresso, cafe latte, and full- and loose-leaf tea. We engage in selling Frappuccino beverages as well as snacks including items such as fruit cups, crackers, chips, bagels with a variety of cream cheeses, and donuts. In addition, we sell decorative mugs and candles that customers can enjoy. To ensure that our customers can enjoy their time in our coffee shop, we do offer free games such as, puzzles, chess, and checkers. We also offer free WI-FI to ensure that students and teacher needs are being met here. We also offer special drawings to customers on a daily basis. Strategic Focus & Plan Wide Awake Café’s marketing strategy will be based on communicating our product value to our targeted market group. This will be done through a variety of methods. The first method we plan to use will be strategically placing advertisements of our products. One place that will be used for advertisements is the local newspaper, we will market our business in the section that detail all the local restaurants and small shops around the city. This will be the one of our main sources of …show more content…
Goals Focus on Sales Goals. Wide Awake Café will focus on reaching top-line sales growth, or bringing more money into the company. Sales growth is especially important for small businesses like ours. We will probably start operations at a loss for their first one to two years in business, but after year two, we expect those numbers to end with profit. Growing sales numbers will be a clear sign that our marketing is effective. Reaching specific sales goals for the first five years will make an ideal goal for a marketing plan. Retain Customers. We will strive to keep any of our existing customers happy, and making sure they come back is as important as gaining brand new customers. We will attract our customers with a market share strategy that can assist us in temporary gains. We will do this by offering price promotions and grand opening sales. We will track customer retention rates by using advanced point-of-sale systems that use our customers’ information, such as phone number, address, etc., to track purchase
I feel I have achieved this as I have carried out market research along with studying secondary data that proves there is a gap to be exploited. However my market research could have been improved. If I were to carry out the market research again I would improve studying better secondary data, as the secondary data I have studied is not accurate and not relatable to my business. I would look at profit levels in the first 12 months for 5 coffee shops that have just started. I would take the mean profit level and make this my target. By being able to compare to other smaller business that have just started I can see if I am spending too much on materials and if I am I can manage spending to meet my budget. This will also give me more money to be spent in other areas of the business and also more time to look at the wants and needs of the customers and to my best to meet them
With all the opportunity available, it is reasonable to believe that within two years of opening a franchise in Paris, that location would earn a steady profit and be seen positively through the eyes of consumers. This cannot be achieved without taking many things into consideration and incorporating several strategies to lead to that type of success.
The goal of this advertisement is to attract attention before the official launch of the diner. During this 30 second commercial, the idea of the business being locally owned needs to be a main idea. We want to use our community relationships and status to get consumers to shop locally. Pushing the foundation that when you spend locally, the local income, wealth, jobs and economy will rise (Balle, n.d.). The other main point that will be address in the advertisement will be the grand opening event that will take place. These same points will be addressed in advertisements on local news stations and newspaper articles. Using three traditional methods of marketing will give the restaurant the best chance at reaching as many potential customers as possible before the
American adults are busier than ever. Whether it be work, kid’s sports or activities, exercise, long work hours, or time with friends, people are awake for long hours of the day and need a pick-me-up. Fifty-nine percent of Americans over eighteen years old drink coffee every day, with an average of 1.85 cups per day.1 With this, thirty percent of Americans drink coffee between meals to stay alert and awake.2
Scrutiny of caffeine and its effects has increased dramatically in the last 20 years, due in part to an increase in consumption of caffeine. In fact, coffee consumption among young adults rose to 3.2 cups per day in 2008 from 2.4 cups per day in 2005 (Rokerya 1). For instance, in a one hour period, on Richland College’s on-campus Starbucks, the author took note of how many customers arrived and purchased a cup of coffee. Between 8:00 and 9:00 AM, there were 51 customers, implying that – especially at college - many people are dependent on coffee in the mornings. However, the results from these studies are inconclusive and often somewhat contradictory – many studies (such as that by Tetsuya Ohara et al.) show that caffeine is a great boon to
The Night Owl is a small shop in the middle of downtown Fullerton owned by Joe Rosati. Its main product is coffee. Rosati created The Night Owl with the idea that it would be a place where artists, musicians and like-minded people could come together and enjoy each other’s company. “Some of the best products are simple.” (Patel, 2012, para.9) People are more than willing to pay for a quality cup of coffee, more if it’s a specialty coffee. The product does not have to be complicated in order to be successful. The coffee industry and the coffee shop business has been booming in recent years, especially when it came to specialty coffees which are the main focus on the shop’s menu.
Every American who consumes caffeine comes to the point where they have to make a pivotal, life-changing decision. This decision determines the difference between a productive morning person and a lethargic one. Deciding the perfect place to purchase the quintessential cup of coffee is a serious matter. One wrong move will lead to a series of unfortunate events during one’s day. Choosing the right location: Dunkin Donuts or Starbucks frames the average American’s day from sunrise to sunset. Deciding between these two iconic coffee corporations is an impending choice faced by all Americans, but with the right information, finding one’s perfect cup of coffee will be second nature. Let the clash of cafés begin!
You must surely have heard the famous Folgers coffee jingle, whether you're a coffee lover or not. It's as catchy and as easily remembered as singing your ABC's. For as long as I remembered Folgers have always been synonymous with coffee, after all it is the best of waking up, isn't it? I have to admit that my morning isn't complete without a cup of coffee, I'm as grumpy as can be without it so it's usually the first thing that I make as soon as I open my eyes. When I was active in the military, my days would consist of me being up sometimes as early as 4am and without that morning coffee I would literally be a zombie for the rest of the day. Now that I'm a stay at home mom, my days consist
Express Espresso had many key accomplishments and a few weaknesses. The key accomplishment that it achieved was being in first place through ten out of the thirteen decisions consecutively. Also it was rated to have the best ambiance and customer satisfaction compared to the other teams. Another accomplishment was that Express Espresso was the first café to get out of debt and have a positive cumulative net income.We also ended up with the highest customer satisfaction of 88.7 compared to the other teams. Also there was a significant increase in sales from 1,684 to 40,776 cups sold over the course of the simulation. However this was a great deal lower compared to our number one competitor, The International Café who for the last decision sold 51,378 cups, 10,602 more than our cafe did. Some of the weaknesses were the cafe ended in second place for the last decision. The second place was the fault of the management team not paying close attention to the competition, mainly The Internation...
Objective: continue to develop interest in the business and develop customer base. First three weeks Builds a customer base after opening my business. Sales Promotion- Introductory special offers on various goods. Build up sales Objective: Increase revenue and build customer base.
In this modern era, there are so many people who getting busy with their work and don’t have time to cook their own food or even make their own coffee. They will get their food either in restaurant or café. But some of them prefer to go to café because they can get their meals while getting a good quality of coffee to accompany them. There are a lot of café that can offer them something like that. But the question is, which café will attract them to come and spend their time to enjoy the pleasure of eat and drink coffee in Palmerston North? According to Menu Mania (n.d.), there are more than 60 café in Palmerston North city. It is a huge number of café for a small and tidy town like Palmerston North city. One of the most popular café is Barista Café. Barista Café located in 59 George Street, under the City Library of Palmerston North city. That location is really strategic for café because it is located in the middle of the town, where almost all the workers work. At the same time, George Street has other café that provide the same thing with Barista Café. Those cafes are Tomato cafe, Trio cafe, and Moxies café. From this information, we can see that each of those café has their own promotion techniques that attract peoples to become their customers. Barista is the one that probably the most successful one. They got total 8 awards for the best café during 15 years old in Palmerston North city. In this essay, I will discuss about their techniques of promotion that used by Barista Café to attract customers to visit their café. According to barista that work in Barista Cafe, D. Johnstonn (14 May, 2014), the customers come to Barista Café because of the word of mouth, attracting event, their café name itself, flyers, and loyalty car...
Americans are obsessed with a lot of things: our smart phones, celebrities, and finding a good bargain. But perhaps the thing we’re most obsessed with is good ol’ coffee. For many of us, our mornings are perfectly diabolical without at least a cup or two or three of the stuff. And, come 2 o’clock, when we know in our heart and bones we’ll never make it ‘til five and we need that pick me up, many of us head to the nearest deli or barista to grab a cup of “second wind.”
Breaking Time’s is near classrooms and staff offices where our ideal customers can come and enjoy drinks, food and services conveniently. We use high quality coffee bean and blend it at our shop to make sure that it can keep 100% flavor, especially Blend Coffee. The quality and value of the wide variety of light and healthy meals offered in Breaking Time’s that may not be matched by other competitors such as the canteen or some coffee shops nearby. We also provide high facilities and good services for the customers, for example, air conditioning, free wifi and music. On top of that, we make a comfortable environment and a space in which people can take a short sleep in their break time.
Drinking coffee has always been a strong culture in Malaysia.There was a survey that showed that Malaysian drinks 2.38 cup of coffee daily. Drinking coffee used to be an early morning routine, but now it is an all-day activity. As Malaysian’s drinking coffee habit is rising significantly, the coffee house business is also grown along with the drinking habit. Coffee house in Malaysia was started from a traditional chinese coffee house that called as kopitiam. As the west culture started to influence the market, they introduced Malaysia to a “cafe” concept. International coffee shops chains started to enter the Malaysia coffee shop market with the cafe concept applied. In fact, this concept seems to attract generation Y as the customer. Starbucks coffee is one of the most famous and successful international coffee shop chain in Malaysia. Starbucks was first opened in Seattle in the year of 1971. It grew very intensely and now it owns 16,635 stores all over the world, included 115 stores in Malaysia. Starbucks got in to the Malaysia market through the mode of licensing. Berjaya Corporation Berhad obtained the license to operate Starbucks Coffee. Just like another coffee shops, Starbucks Coffee sells coffee-based drinks, non-caffeine beverages, tea-based drinks, coffee-related souvenirs, equipments, and coffee beans. Starbucks coffee is now one of the most successful coffee shops among the competitors. Even there are lots of international coffee shop chains such as coffee bean and San Fransisco coffee, also other new independents local coffee shops with cafe concept, starbucks still able to manage the loyalty of their customer. But in the other hand, there have been some words of mouth that said that for a coffee shop tha...
Advertising in things like the newspaper using stories and articles instead of using adverts. This helps save money. Public relations also involve getting the business well known publicly by all outsiders.