INSIDE COFFEE | BUSINESS PLAN | | Our goal is to be the coffeehouse of choice for the local community, downtown business workers, tourists who visit the city, and students, by providing a higher quality experience than any competitor. | | SoonBum(Tony) Lee Areum Han Marguax Auby | | |
Contents
1 Business Summary 2.1 Mission 2.2 Objectives 2.3 Major Keys to Success
2 Product 3.4 Product Description 3.5 Competitive Comparison 3.6 Future Products
3 Market Analysis Summary 4.7 Industry Analysis 4.8.1 Coffee Industry Analysis 4.8.2 Competition & Buying Patterns 4.8 Market Segmentation 4.9 Market Targeting 4.10
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* Noise / Buzz Markeing that exposes Inside Coffee to high-profile "trend-setters" and "key influencers". * Highly trained and friendly staff. * A dynamic website with online sales capability.
Drive-Through, Mobile shops. * Provide community support through customer involvement.
2 Product 2.3 Product Description Our product line can be dividend in to 7 groups. Coffee&Espresso Drinks, Teas, Juices, Sodas, Other Drinks, Snacks&Pastries, and Deli Items. All of these products are common these days and it is difficult to make a huge difference through taste of the products. Although the taste and quality have to be good, it isn’t the main factor people will choose to drink Inside Coffee. It is the atmosphere, culture, and the unique experiences that brings value to the customers.
2.2 Competitive Comparison We consider ourself to be a player in the coffee house industry. However, we know that competition for our products range from soft drinks to milk shakes to adult beverages.
Inside Coffee 's primary competition will come from three sources: * Coffee houses such as Index Cafe and Double Coffee. * Locally owned and operated cafes. * Fast food chains and convenience stores.
Two things will make Inside Coffee stand out from all its competitors: * Inside Coffee will be providing products in the most convenient and efficient way available, either at Drive-thru shops,
In our society, we can see many different kinds of social setting and one of the most common settings is coffee shop. Indeed, there is at least one coffee shop on each block. According to Coffee Association of Canada, the market size of coffee industry in Canada is more than 6.2 billion dollars. It shows that how big and important this social setting is. Among a lot of coffee shops, Starbucks, Tim Horton, and Second Cup are the biggest and the most popular franchisers in Canada. If the purpose of visiting coffee shop is only for coffee itself, they might have not been grown like these days.
Coffee consumption in China is highly concentrated in large cities such as Beijing, Shanghai and Guangzhou. Also other cities like Wuhan coffee culture seems to expand. Recently coffee appeals to adventurous young, rich, and urban consumers. This is just because originally coffee is considered as a Western concept to most Chinese consumers. According to Subhuti (2003), the Chinese do not consume coffee because of its potential health value either in terms of modern medical data or traditional Chinese medical concepts. Rather, it has been consumed until now as part of the fascination with western culture that has grown during the past few decades. However the coffee culture is getting well known in China nowadays. Chinese
Beanisimo Coffee has identified several keys which will be instrumental in the success of the company.
The “Coffee Wars – The Big Three: Starbucks, McDonald’s and Dunkin’ Donuts” article focuses on the company analysis of the Starbucks brand and how its main competitors, McDonald’s and Dunkin Donuts, has affected their brand and driven competition higher. Even though there are many companies trying to enter the specialty coffee market, these three companies own the majority of the market share. With Starbucks’ top quality and above average prices they hold a different market than the fast coffee/food market of Dunkin’ Donuts and Starbucks; yet the competitive moves Dunkin’ Donuts has made over the years in order to compete with Starbucks and surpass McDonald’s has driven competition up between all three companies. The competition has stiffened ever more in the past ten years due to the changing economy. This led to “the big three” to come up with different techniques to gain competitive advantage over the other. Although the competition between these companies is to gain most of the market share, consumers are still loyal to a certain brand; this makes it difficult to gain each other’s clientele. McDonald’s continues to appeal to customers who want value and speed, Dunkin’ Donuts focuses on the middle-class, while Starbucks a customer who desires a higher quality product along with being recognized for using the brand.
For true profitability you probably want to offer this product everywhere depending on what product it is and which customers it caters too. For example at Starbuck’s they offer there products all over for the most part, you can find retail bag’s of coffee at grocery store’s, find there bottled beverages at convince mark’s and whether you go to the mall, bookstore or grocery mart they have a little café that serves Starbuck 's products. Starbuck’s caters to the guest’s giving them several options and several place’s to buy their products.
Every human being having to start the morning with a cup of coffee or tea with hot and delicious breakfast, and mid-morning or afternoon. The great hot coffee or tea is sharing with family, friends and co-workers. Some people are like to drink coffees or teas as taste bold to medium and mild with any types of products. In 19th centuries to now, there are so many food businesses open in the market such as coffee stores, food restaurants, retail grocery stores and food industries. There are different country’s coffees or teas with flavors find in the coffee or cafe stores. The coffee businesses are open such as Starbucks coffee, Dunkin Donut, McDonald, Panera, Caribou café etc. All these coffee businesses have the own corporate stores,
Because of their substantial growth over two decades, they have spent a considerable amount of time defending their image. Their “clustering” strategy put many small coffee shops out of business and many consumers began to wonder if there really was a need
Starbucks has created a competitive advantage with their product quality by setting themselves apart from their competitors. “The Company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts” (Mourdoukoutas, Panos). Consumers believe they are receiving a better product and experience when they purchase from a Starbucks as opposed to another large food service company that may sell coffee.
By 2003, the number of retail specialty coffee shops, cafes, kiosks, coffee carts, and roasters in the United States reached over 17,000, equating to nearly $9 billion in sales. According to the Specialty Coffee Association of America, 16 percent of adults in the United States drink coffee from one of these specialty outlets daily. (“Organo Gold”, 2008).
Costa coffee founded in 1971 in London, UK. Now, it has become the biggest top coffee shop chain in UK. However, Costa should be prepared for danger in times of peace. In this report, some suggestions will be proposed to improve Costa coffee’s marketing mix over the next three years. We begin with a brief description of the data we collected, then go on to analyses coffee shop market environment in UK; the next section looks at Costa coffee’s current statement of marketing mix, and finally we give recommendation of the marketing mix in the next year for Costa Coffee. Section 1 Primary research method Primary data was collected in the form of questionnaire with 15 questions, which was posted on the Internet. Also,
Collect customer e-mail addresses, to inform them of the dates of new releases pertaining to their music of interest and of up-coming events and promotions
Keurig Inc.’s main concern is how to obtain the position they want in the at-home coffee market
Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?
I would like to propose a marketing plan for opening a coffee shop in the city of Moscow. Over the past two or three years, a coffee shop in Russia managed to grow in a socio-cultural phenomenon: at once there was like a house of cards, the Soviet culture of consumption of coffee.
Cozy Café’ is determined to become a daily necessity for local coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book, all in one. With the growing demand for high-quality gourmet coffee and great service, Cozy Café’ will capitalize on its proximity to the University of Perpetual Help – Jonelta campus to build a core group of repeat customers. Cozy Café’ will offer its customers the best prepared coffee in the area that will be complimented with pastries,