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
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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
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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
The main challenge is to determine how Panera Bread can continue to achieve high growth rates in the future. Panera Bread is operating in an extremely high competitive restaurant market which forces the company to improve and to grow steadily for staying profitable. The company’s mission statement of putting “a loaf of bread in every arm” is just underlying Panera’s commitment for growing. They are now in a good financial situation and facing growth rates of up to 20% per year in a niche market that has a great growth potential. In the next 7 years the fast-casual market is expected to grow by 500% in sales to a total of $30 billion.
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
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.
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
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
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.
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...
The main aims for Bethan, when starting her business would not be all these aims. The main three aims for Bethan would be to attract customers as she is just starting up and needs customers for her business. Bethan also needs to encourage brand switching, as well as to also change customers’ attitudes into liking her business and changing their custom to her so she can provide a service for these customers.
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...
Caf? Expresso, as the first mover in the coffeehouse marketplace, which has expanded quickly and become one of the ?big three? players in the global coffee shops chain. However, recently this company is continuously facing a lot of problems in terms of its staff, easy-copied business model and product range, resulting this company lost its leading position to the number three. Therefore, its adjusted visionary goal is ?return Caf? Expresso to the number one position in the marketplace? (Beardwell, 2010). To achieve this goal, Caf? Expresso identifies ?the coffee drinking experience? is significant to achieve competitive advantage and customer value-added, which was delivered through three key elements (graph 1),
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.”
This café provide lot of food varieties and cold drinks and coffee for new daily customer on cheap rate.
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.
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...