Marketing planCafe 咖啡店营销方案英文.docx
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Marketing planCafe 咖啡店营销方案英文.docx
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MarketingplanCafe咖啡店营销方案英文
ExecutiveSummary
ColloquyGrogShopisauniquelocalbar/coffee/tapashousethatprovidesafriendly,effectiveplacewheresinglescanmeet.ColloquyGrogShopisnotyourtypicalbarwherepeoplegotomeetothersingles.ColloquyGrogShophasa uniqueservicecalledthestructureconversationsystemthatisquiteeffectiveforallowingsinglestomeeteachotherandprovidethemwithvaluableinsightintotheotherpersonthroughreflectiveconversation. Thestructuredsystemprovideanatmospherethatlowersinhibitionsandbreedsconfidenceallowingsinglestomeetothersinglesandgaininsightintotheirpersonalitybywayofthoughtfuldiscourse.
Meetingpeopleisoneofthelargesthurdles25-45yearoldsinglesface. ColloquyGrogShopprovidesthisgroupwithaneffectivesolutiontothisproblem.
SituationAnalysis
ColloquyGrogShophasjustbegunbusiness,andmarketingisessentialtoitssuccessandfutureprofitability. Thebaroffersaplaceforpeople tomeet inacomfortable,person-meetingenvironment. Thebasicmarketneedisplacewheresinglescanmeetnewsimilarpeople. ColloquyGrogShopusesasophisticatedconversationsystemtoenhanceandfacilitatesinglesmeetingeachother.
MarketSummary
ColloquyGrogShoppossessgoodinformationaboutthemarketandknowsagreatdealaboutthecommonattributesoftheprizedandloyalcustomers. ColloquyGrogShopwillleveragethisinformationtobetterunderstandwhoisserved,theirspecificneeds,andhowtheGrogShopcanbettercommunicatewith them.
MarketAnalysis
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
0
0
0
0
0.00%
Total
8.23%
345,419
373,818
404,585
437,920
474,039
8.23%
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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