Marketing planCafe 咖啡店营销方案英文Word文件下载.docx
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Marketing planCafe 咖啡店营销方案英文Word文件下载.docx
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ColloquyGrogShopwillleveragethisinformationtobetterunderstandwhoisserved,theirspecificneeds,andhowtheGrogShopcanbettercommunicatewith
them.
MarketAnalysis
2001
2002
2003
2004
2005
PotentialCustomers
Growth
CAGR
Singles
9%
210,987
229,976
250,674
273,235
297,826
9.00%
Non-singles
7%
134,432
143,842
153,911
164,685
176,213
7.00%
Other
0%
0.00%
Total
8.23%
345,419
373,818
404,585
437,920
474,039
MarketNeeds
ColloquyGrogShopisauniquebar/coffeeshop/tapashousethatisorganizedtotrytofacilitatenewfriendships.
TheGrogShopwillofferachangingmenuoftapas,microbrews,andassortedcoffeedrinksinconjunctionwithastructuredconversationsystem.
ColloquyGrogShopseekstofulfillthefollowingbenefitsthatareimportanttotheircustomers.
∙Selection:
acreativechoiceoffoodanddrinkandawell-constructedstructuredconversationsystem.
∙Accessibility:
thepatronwillgainaccesstotheGrogShopwithminimalwaitsandlongbusinesshours.
∙Customerservice:
thecustomerisALWAYSright.
∙Competitivepricing:
allproductswillbecompetitivelypricedrelativetothecompetition.
MarketTrends
Themarkettrendisheadedtowardamoresophisticatedcustomer.
Therestaurant/barpatrontodayismoresophisticatedinanumberofdifferentways:
∙Foodquality:
thepreferenceforhigher-qualityingredientsisbeingreinforcedascustomersarebeingsubjectedtoanincreasingnumberofoptions.
∙Qualityconversation:
patronsarerecognizingintellectualconversationscanbehadinbarsettingsandwouldpreferthisovernormalbartalk.
∙Accesstomeetingpeople:
peoplearetiredofbeingsingleandarelookingforwaystomeetlike-mindedindividuals.
MarketGrowth
In1999,theglobalbar/restaurant
marketreached$24billiondollars.
Alcoholsalesareestimatedtogrowby9%forthenextfewyears.
Thisgrowthcanbeattributedtoseveralfactors.
ThefirstfactorisAmerican'
srelianceonalcoholforsocialization.
Thisfactorisintuitiveasalcoholbreaksdownsocialinhibitions.
Anotherfactoristhetrendtoeatanddrinkoutsideofthehome.
ThisoccursasAmericansworklongerandlongerhoursduringtheweek.
Eatinganddrinkingoutisaconveniencethatmanyarewillingtopayfor.
Italsoprovidescontactwithmorepeople.
SWOTAnalysis
ThefollowingSWOTanalysiscaptureskeystrengthsandweaknesseswithinthecompanyanddescribestheopportunitiesandthreatsfacingtheGrogShop.
Strengths
∙Strongrelationshipswiththirdpartyvendors.
∙Excellentstaffwhoarehighlytrainedandcustomerattentive.
∙Thestructuredconversationsystem.
Weaknesses
∙TheGrogShop'
slimitedbrandequity.
∙Thestruggletocontinuallyhavecurrentandnew
conversationtopics.
∙Alimitedmarketingbudgettodevelopbrandawareness.
Opportunities
∙AgrowingmarketwithasignificantpercentageoftheofthetargetmarketstillunawareoftheGrogShop.
∙Increasingsalesopportunitiesaspeoplebecomefamiliarwiththeadvantagesofthestructuredconversationsystem.
∙Theabilitytolowervariablecoststhroughefficiencygains.
Threats
∙Competitionfromtaverns.
∙Competitionfromothersourcesofsinglesmeetingevents.
∙Aslumpintheeconomywhichwilldecreasediscretionaryspending.
Competition
Thecompetitioncomesfromseveraldifferentsources.
Bars
Therearemanydifferenttypesofbarsortaverns.
Somearebetterthanothersformeetingpeople,however,noneofthemhavethebusinessmissiontobringtogethersingles.
CoffeeShops
Coffeeshopsaretypicallyaneasy-goingsocialsettingthatdoeslenditselfforpeopletomeetothers.
Conversationsoccurinpartbecauseofthehistoricalunderpinningofcoffeehouses,inpartbyvirtueofthefactthatthebackgroundmusicisnotblaring.Coffeeshopsrarelyhaveanytypeoforganizedactivitiestobringsinglestogether.
OtherEvents/ActivitiesAimedatBringingTogetherSingles.
Oneactivity/phenomenonthathasstartedinNewYorkCityandmovedtoafewotherlargercities(notincludingPortland)isanactivitythathasalongrectangulartablethatalwayshasoneseatopposingtheother.
People
sitdown
withfemalesononesideandmalesontheother(thisseatingarrangementisforheterosexualgatherings)andwillhavealimitednumberofminutes(usually10)tochat.Typically,conversationscanbe
aboutanything,howeveryouarenottorevealthejob/professionthatyouareinvolvedin,beyondthat,anythingisfairgame.
Thetablerotatesandyouendupspeakingwithalotofdifferentpeople.
Youthencreatealistofthetopfivethatyouwouldliketospeakwithagainandifthematchingpersonalsohasyouontheirlist,phonenumbersarereleasedtothetwopeople.
Anotheractivitymightbesomesortofoutdooractivitylikehikingorraftinganditisorganizedasasinglesevent.
Therearealsoothertypeofsinglesevents,toonumeroustomention.
Lastly,thereareresourceslikepersonalsectionsinlocalpaperswherepeoplecan
postorrespondtopersonaladvertisements.
Everypersonhastheirownmethodofmeetingpeople,some
moreusefulthanothers.
ColloquyGrogShop
predictssingleswillabandon,oratleastsupplement,theircurrentmethodofmeetingpeoplewiththeGrogShop'
sactivitiesastheyarethoughtfullydesignedtoachievethegoalofintroducinglike-mindedindividuals.
ProductOffering
ColloquyGrogShopsellsthefollowing:
Eight
MicrobrewsonDraftand
Bottled
Alcohol,specificallybeer,isservedfortworeasons.
One,alcoholreducesinhibition,makingiteasierforpeopletomeetandinteractwithnewpeople.
Two,andmoreimportantly,beer,particularlydraftbeergenerateswonderfulprofits.
Microbeersarechosenbecausemicrobrewsareofhigherqualitythanlargeproductionbeersandourtargetsegmentprefershigher-qualitybeer.
Espresso,Cappuccino,Coffee,andotherCoffee/Espressodrinks.
Coffeeandcoffee-relateddrinksarehugelypopular,particularlyinthePacificNorthwest.
Northwesternersexpectgoodcoffee/espressoatmostfood/drinkestablishmentsanditisoftenassociatedwithgoodconversation.
AnAssortmentof
Tapas
Tapasarechosenbecausetheycanberelativelyeasytomake,theofferingscanbechangedfrequently,andtapasare
morecommunityorientated,meaningtheyaredesignedforatable/multiplepeopletoshare.
ThisreinforcesColloquyGrogShopmissionofbringingnewpeopletogether.
Theserviceofferingsarebasedonasystemforsinglestomeetnewpeople.
Thisisaccomplishedthroughastructuredconversationsystem.
TheGrogShopisdividedintotwosections,onesmallersectionoftablesthatisforpeoplemeetingpeoplethattheyalreadyknow.
Theother,largersectionisthesectionoftablesforsinglestocomeandmeetnewpeople.
Thissectioniscomposedof4-toptables(tableseatingforfour)whereacustomerwillcomeandsitdownatthetableamongotherpeople.
Thetablewillbemarkedwithatopicofconversationinthecenter.
Throughouttheeveningasthereisturnoverofthetableortheconversationisexhausted,theserverwillintroduceanewtopic.Thetopicsofconversationarefarreaching,somearerecentnewsorsports,whileothersareintellectual,andsomearephilosophical.
Thebulkofthetopicswillbeofthelattervarietiesaspeoplethatareinterestedinmeetingpeoplethroughtheconduitofconversationwilltypicallypreferheavierstufftoprovidemoreinsightintothatperson.
Ifyouaskamajorityofsingle25-45yearolds,mostwillsaytheyhavedifficultymeetingnewpeople.
Regularbarsarenotanidealplacetomeetpeoplebecausebeyondtheirvisualimage,itisquitedifficulttolearnanythingmaterialaboutthepersontodetermineiftherearesomecommonalities.Thetypicalbarhasloudmusicandisnotgearedupforseriousconversation.
Barsarealsolessthanidealtomeetpeoplebecauseoftheuncertaintyorambiguitywhenmeetingnewpeopleatabar.
Manypeoplefeeluncomfortableinsituationswheretheyarenotsurehowtoact.Theidealsituationtomeetsomeoneisduringanactivitythatismutuallyenjoyed,whetheritisatanartmuseumormountainbikingintheCascadeRange.
ColloquyGrogShopcreatesasettinginabar/coffeeshopthatencouragesthoughtfu
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