Marketing-plan-Cafe-咖啡店营销方案(英文)

ExecutiveSummaryColloquyGrogShopisauniquelocalbar/coffee/tapashousethatprovidesafriendly,effectiveplacewheresinglescanmeet.ColloquyGrogShopisnotyourtypicalbarwherepeoplegotomeetothersingles.ColloquyGrogShophasauniqueservicecalledthestructureconversationsystemthatisquiteeffectiveforallowingsinglestomeeteachotherandprovidethemwithvaluableinsightintotheotherpersonthroughreflectiveconversation.Thestructuredsystemprovideanatmospherethatlowersinhibitionsandbreedsconfidenceallowingsinglestomeetothersinglesandgaininsightintotheirpersonalitybywayofthoughtfuldiscourse.Meetingpeopleisoneofthelargesthurdles25-45yearoldsinglesface.ColloquyGrogShopprovidesthisgroupwithaneffectivesolutiontothisproblem.SituationAnalysisColloquyGrogShophasjustbegunbusiness,andmarketingisessentialtoitssuccessandfutureprofitability.Thebaroffersaplaceforpeopletomeetinacomfortable,person-meetingenvironment.Thebasicmarketneedisplacewheresinglescanmeetnewsimilarpeople.ColloquyGrogShopusesasophisticatedconversationsystemtoenhanceandfacilitatesinglesmeetingeachother.MarketSummaryColloquyGrogShoppossessgoodinformationaboutthemarketandknowsagreatdealaboutthecommonattributesoftheprizedandloyalcustomers.ColloquyGrogShopwillleveragethisinformationtobetterunderstandwhoisserved,theirspecificneeds,andhowtheGrogShopcanbettercommunicatewiththem.MarketAnalysisMarketAnalysis20012002200320042005PotentialCustomersGrowthCAGRSingles9%210,987229,976250,674273,235297,8269.00%Non-singles7%134,432143,842153,911164,685176,2137.00%Other0%000000.00%Total8.23%345,419373,818404,585437,920474,0398.23%MarketNeedsColloquyGrogShopisauniquebar/coffeeshop/tapashousethatisorganizedtotrytofacilitatenewfriendships.TheGrogShopwillofferachangingmenuoftapas,microbrews,andassortedcoffeedrinksinconjunctionwithastructuredconversationsystem.ColloquyGrogShopseekstofulfillthefollowingbenefitsthatareimportanttotheircustomers.Selection:acreativechoiceoffoodanddrinkandawell-constructedstructuredconversationsystem.Accessibility:thepatronwillgainaccesstotheGrogShopwithminimalwaitsandlongbusinesshours.Customerservice:thecustomerisALWAYSright.Competitivepricing:allproductswillbecompetitivelypricedrelativetothecompetition.MarketTrendsThemarkettrendisheadedtowardamoresophisticatedcustomer.Therestaurant/barpatrontodayismoresophisticatedinanumberofdifferentways:Foodquality:thepreferenceforhigher-qualityingredientsisbeingreinforcedascustomersarebeingsubjectedtoanincreasingnumberofoptions.Qualityconversation:patronsarerecognizingintellectualconversationscanbehadinbarsettingsandwouldpreferthisovernormalbartalk.Accesstomeetingpeople:peoplearetiredofbeingsingleandarelookingforwaystomeetlike-mindedindividuals.MarketGrowthIn1999,theglobalbar/restaurantmarketreached$24billiondollars.Alcoholsalesareestimatedtogrowby9%forthenextfewyears.Thisgrowthcanbeattributedtoseveralfactors.ThefirstfactorisAmerican'srelianceonalcoholforsocialization.Thisfactorisintuitiveasalcoholbreaksdownsocialinhibitions.Anotherfactoristhetrendtoeatanddrinkoutsideofthehome.ThisoccursasAmericansworklongerandlongerhoursduringtheweek.Eatinganddrinkingoutisaconveniencethatmanyarewillingtopayfor.Italsoprovidescontactwithmorepeople.SWOTAnalysisThefollowingSWOTanalysiscaptureskeystrengthsandweaknesseswithinthecompanyanddescribestheopportunitiesandthreatsfacingtheGrogShop.StrengthsStrongrelationshipswiththirdpartyvendors.Excellentstaffwhoarehighlytrainedandcustomerattentive.Thestructuredconversationsystem.WeaknessesTheGrogShop'slimitedbrandequity.Thestruggletocontinuallyhavecurrentandnewconversationtopics.Alimitedmarketingbudgettodevelopbrandawareness.OpportunitiesAgrowingmarketwithasignificantpercentageoftheofthetargetmarketstillunawareoftheGrogShop.Increasingsalesopportunitiesaspeoplebecomefamiliarwiththeadvantagesofthestructuredconversationsystem.Theabilitytolowervariablecoststhroughefficiencygains.ThreatsCompetitionfromtaverns.Competitionfromothersourcesofsinglesmeetingevents.Aslumpintheeconomywhichwilldecreasediscretionaryspending.CompetitionThecompetitioncomesfromseveraldifferentsources.BarsTherearemanydifferenttypesofbarsortaverns.Somearebetterthanothersformeetingpeople,however,noneofthemhavethebusinessmissiontobringtogethersingles.CoffeeShopsCoffeeshopsaretypicallyaneasy-goingsocialsettingthatdoeslenditselfforpeopletomeetothers.Conversationsoccurinpartbecauseofthehistoricalunderpinningofcoffeehouses,inpartbyvirtueofthefactthatthebackgroundmusicisnotblaring.Coffeeshopsrarelyhaveanytypeoforganizedactivitiestobringsinglestogether.OtherEvents/ActivitiesAimedatBringingTogetherSingles.Oneactivity/phenomenonthathasstartedinNewYorkCityandmovedtoafewotherlargercities(notincludingPortland)isanactivitythathasalongrectangulartablethatalwayshasoneseatopposingtheother.Peoplesitdownwithfemalesononesideandmalesontheother(thisseatingarrangementisforheterosexualgatherings)andwillhavealimitednumberofminutes(usually10)tochat.Typically,conversationscanbeaboutanything,howeveryouarenottorevealthejob/professionthatyouareinvolvedin,beyondthat,a