Coffee Bean Cafe Executive Summary

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.

This marketing plan will show that the solution to Mr. Coffee’s problem is show that the features and technological improvements, specifically the Wi-Fi option, thermal carafe, and optimal brew temperature feature create a good value and great cup of coffee. The plan will rely heavily on channel and image differentiation. This device will be easier to get than pricey Italian entries and the Mr. Coffee brand will be shown to reestablish brand affinity by keying into pop culture references.

availability of substitutes, and justify how you determine the price elasticity of demand for your firm’s product. b) Explain the factors that affect consumer responsiveness to price changes for this product, using the concept of price

F. Contrast how a person would initially respond to a relatively large increase in the price of a product in the short run as opposed to how that same person might react to that same price increase over a longer time horizon (i.e., the long run), using the “Consumer's Time Horizon” concept.

For this project, I have decided to open a coffee shop that serves regular and specialty coffee, and small pastry items that is located in a prominent neighborhood near a train station or a high foot traffic area. Coffee has become a popular beverage where it is not just needed in the mornings but throughout the day, whether they are on their way to work or just to sit and relax. I am a coffee drinker myself and it is uncommon to find a coffee place that has a warm, home feeling atmosphere. It is important to have one of these types of coffee shop in any neighborhood. My goal is to provide every customer coffee and pastry whether

* During summer months when there are fewer students on campus shorten café hours Monday – Friday 6 am to 6 pm and Saturday – Sunday 8 am to 8pm.

This paper focuses on presenting the steps for starting a coffee shop and ensuring its successful functioning. The paper presents an analysis of the target segment of customers and the coffee shop's specific features, continuing with the project's objectives. The paper sets few recommendations aiming at presenting ideas that will ensure the coffee shop's success in the medium term and long term. The results were positive, which means that opening a coffee shop with library will probably be a good idea and will be a good business investment.

The company location is based at Penang, Butterworth Sunway Carnival Mall. The facilities such as free Wi-Fi, comfortable sofas and chairs, dimmed light and quiet relaxing music will help the customers to relax from the daily stresses and will differentiate Starbucks Coffee shop from incumbent competitors. To speed up the customer service, at least two employees will be servicing clients. Meanwhile one employee will be preparing the customer’s order, the other one will be taking care of the sales transaction.

Music Café, unlike a typical record store and café, will provide the consumers an atmosphere they have never experienced before. Through its aggressive marketing tactics the company will attract high traffic of consumers in the community, mainly college students, to create an outstanding place to socialize, drink coffee, listen to and buy music. Music Café consist of two venues, one is a record store and the other is a café. The venues provide music CD's, accessories, drinks and pastries to the customers at a reasonable price. Students, office workers, residents of the community, and tourists can spend their breaks eating, listening to music and socializing at our store. On their way out they

Imaging if there was no more coffee in this world, how would you feel? Nowadays, coffee becomes an important part of people’s life. People who often work overtime, they drink coffee because caffeine can make you awake; people who have to wake up early in the morning, they drink coffee because instead of making breakfast, coffee is more convenient; people drink coffee during the free time, because it also tastes good.

Quite often, consumers purchase goods and services based on their perceived need. Upon making the decision that a need is present and a solution is available consumers are more equipped to react to that need. Although previously perceived that consumers will normally accept prices as presented by suppliers that remains to not be the case. Consumers assess and process prices based on past purchases and other psychological process they went through previously such as persuasive marketing strategies, accessibility of the goods or services and possibly information gathered from prior purchasers of a product. There are countless options that are available to consumers. Consumers are then faced with the choice of choosing the product that best fulfills their need at that given point. Consumers who are knowledgeable regarding prices will be aware of the approximated price for products (Zhao, Zhao & Deng, 2015).

Price interacts with all other elements of the marketing mix to determine the effectiveness of each and of the whole. The objectives that guide pricing strategy should be a subset of the objectives that guide overall marketing strategy. Thus, it is probably wrong to view price as an independent element of marketing strategy or to assert that price, by itself, is a central element in the marketing mix.” (Webster, 1979)

The drink was no longer just a utilitarian morning stimulant and has a satellite pastime very European style: the windows from floor to ceiling, special atmosphere, soft music, dozens of varieties of coffee. However, besides all this, coffee is a business not only successful, but also has today a huge potential for development.

People want to get their daily cup of great-tasting coffee in a relaxing atmosphere. Such customers vary in age, although most of clientele are college students and faculty. My market research shows that these are discerning customers that gravitate towards better tasting coffee. Furthermore, many college students consider coffee bars to be a convenient studying or meeting location, where they can read or meet with friends without the necessity to pay cover charges. For Café , this will provide a unique possibility for building a loyal client base. In addition, location of all three Bon! Café in city located to most visited places by young

Price, which is one of the most important elements of the marketing mix, can be difficult to get right. Pricing too high, or low, can negatively impact on customer satisfaction and revenue. Adopting a pricing strategy is necessary to achieve desired sales objectives (Chan & Wong 2005).