Coffe Shope
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Transcript of Coffe Shope
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Expression
Express your feelings
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Content of marketing plan
for Expression coffee shop
Executive summary
Situational analysis Marketing strategy
Financial projection
Implementation control
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Executive summary
Expression coffee shop is a coffee shoplocated at Athwalines near new court, surat, Gujarat.
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.
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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 thatprovide refreshment, convenience and reasonable
price charged.
Situational analysis also include
Project at glance
Market needs
SWOT analysis
Key to sucess
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Project at glance
Shop name : Expression coffee shop
Product : Coffee
Location : Athwalines (surat)
Capacity : 4800 cups/monthRaw material : Coffee bean, Milk, Sugar, Cream, Ice-
cream, Chocolate
Land : 1000 sq.ft
Labor : 4
Cost of Project : 2815000
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Product description
Expressions unique roasting style flavored coffee
Cold Coffee with chocolate ice-cream
Coffee with cinnamon stick
Hot coffee Coffee with cream
Black coffee
Sugar free
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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 caf coffee day.
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Objectives
Increasing sales by 30% in a year
Retain customer satisfaction
To provide eco friendly environment.
To provide different types of innovative products asper customers teats and preferences.
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SWOT Analysis
Strength :
Ensure quality of product
Focusing on customer teats and preferences
Pricing policy
Convenient area
Friendly environment
Weakness :Existing competitors
Limited range of coffee
Difficult to maintain
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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
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Marketing strategy
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
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Target market :
Middle class, students, professionals, and youngsters
who like refreshment in their busy schedule Children who love sweet and cold coffee
Advertisement :
In local news paper
Store front display
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Positioning
Expression competitive edge is based on customer
taste and preferences. There is exestitiing
competitors in the market so its difficult to survive in
market so we more focus on youngsters and students
and for those we provide entertainment source likecustomer play musical instruments in our shop.
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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 andonly shop. we provide home delivery.
Promotion :
our shop is located in traffic area so it will significantly
increase visibilities.
Customer services :
we provide products base on customers taste andpreferences.
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Financial Projection
Break Even Point
B.E.P (in Rs.) = Total F.C / Contribution * sales
= 900000 / 1500000 * 2400000
= Rs.1440000 p.a
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Annual forecasted Cost for five yearsParticulars 2011-12 2012-13 2013-14 2014-15 2015-16
Plant efficiency 85% 87% 90% 93% 95%
(A) Variable cost
Other expRaw material 934000 1027400 1130140 1243560 1347470
Crocary 10000 12000 15000 17000 20000Power & Water 18000 18000 18000 18000 18000
Total(A) 962000 1057400 1163140 1278560 1385470
(B)Fixed costOther F.C 900000 900000 900000 900000 900000Interest 400000 400000 400000 400000 400000
M/C repairs 5000 5000 5000 5000 5000Depreciation 32700 32700 32700 32700 32700
Total(B) 1337700 1337700 1337700 1337700 1337700
Total(A+B) 2299700 2395100 2500840 2616260 2723170
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Forecasted sales for five year
Year Amount (Rs.)
2011-12 3400000
2012-13 4200000
2013-14 5000000
2014-15 5700000
2015-16 6000000
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Implementation control
The purpose of expression marketing plan is to serve asguide for the business. The following area will be monitoringto gauge performance:
Revenue: monthly and annual
Expenses : monthly and annual
Customer satisfaction
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