Wide Awake Cafe Executive Summary

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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

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