The Green Bean Coffee Stop 2

Topics: Coffee, Organic food, Espresso Pages: 14 (3822 words) Published: March 12, 2015
Student Marketing Plan for
“The Green Bean Coffee Stop”
Your organic coffee shop
Where you can “Be your own Barista”

Marketing plan present by: Jessica Pacheco, Cheryl Cash, and Erika Duckworth

Table of Contents
Pages
1.Background1
2.Strategic Focus and Plan1
Mission Statement1
Goals1
Competitive Advantage2
3.Situation Analysis2
SWOT Analysis2,3
Competitor Analysis3
Company Analysis4
Customer Analysis4
4.Market-Product Focus5
Marketing and Product Objectives5
Eviromental Scan………………………………………………………………………….....5
Market-Product Grid6
Gap Analysis……………………………………………………………………………….7 Target Market………………………………………………………………………………7 5. Marketing Program8
Product strategy……………………………………………………………………………………………………………8 Promotion strategy……………………………………………………………………………………………………….9 Place strategy………………………………………………………………………………………………………………9 Price strategy……………………………………………………………………………………………………………….9 6. surveys ………………………………………………………………………………………………………………10 ,11 Executive summary…………………………………………………………………………………………12 References………………………………………………………………………………,,13

Background
The green bean is a new, organic coffee shop in Houston Texas located in the lucrative Galleria area. It’s a shop with different types of machines with several delectable tastes of coffee, specializing in cappuccinos. Our new, innovative, organic coffee shop its located in an upscale area, where several business people like to go and get there cup of delicious types of cappuccino. The cappuccino machine was created with the idea of not having to go to a coffee bar and having to wait for the cashier to get your coffee. This place becomes busier during breakfast times and at night. Our client base consists of about 3,500 people who earn around $30,000- $35,000 a year and also people that earn 45,000-95,000 a year. As a general rule, they enjoy taking advantage of their beautiful location by shopping and doing business in and around the Galleria mall. They pride themselves on being in a safe place to live and visit. Like many other small communities, they have formed a strong community bond and are very supportive of one another.

Strategic Focus and Plan
This aspect of my marketing plan focuses on the strategic planning of The Green Bean Coffee Shop to make it a successful business. There are three areas that I will discuss: mission statement, financial and nonfinancial goals, and competitive advantage. Mission Statement

Our customers can now select their cup size, and serve themselves the most flavorful, organic, hot cappuccino they’ve ever had minus the long lines and barista. Goals
Financial:
1.To break-even in profits versus losses within the first two years of business.
2.Within five years, obtain a 15% profit from sales.
3.To maintain financial stability so that we can stay open year-round unlike many other businesses. Nonfinancial:
1.Within five years, expand our services to catering for special events.
2.Sale quality drinks with affordable prices .
3.Employ ten to fifteen workers on average.
4.Within five to eight years expand the location areas around Houston
Competitive Advantage
The Green Bean will be competitive to other restaurants serving coffee, like Starbucks, Dunkin Donuts, McDonalds, Burger King. Our desired coffee shop will only use high quality materials with durable machines that can easily be repaired should damages occur. Many different types of people buy coffee and we’ve positioned our shop so that it is located in prominent, busy, areas. These areas consist of business professionals ages 25-65 as well as college students that find pleasure shopping here. Situational Analysis

The SWOT (Strength, Weakness, Opportunities, and Threats) analysis provides a brief description of the present environment in which The Green Bean will do business. This is a quick overview of our position among internal and external forces...

References: Supplies: http://www.ecoproducts.com/products
Coffee supplier: http://www.greenbeanery.ca/bean/catalog/organic-green-beans-wholesale-c-24_34.html?osCsid=6829ef6a0d4f62dddd7d0173243b9ea9
Competitor research: http://www.starbucks.com/
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