Wednesday, December 19, 2018
'Coffee Shop Essay\r'
'The purpose of this tradeing formulate is to a appearanceline the f ar grocerying strategy, tactical manoeuvre, and programs for Dot. L hot umber tree (here later on, Ã¢â¬Å"Dot. LÃ¢â¬Â). Dot. L is a medical specia magnetic inclination cocoa Company that focuses on specialism java of caffe latte, java based products and foods as well. Dot. L is a recent java make in the river side district. Dot. L testament be kn let for e actuallywhere 6 flavors of caffe caffe caffe caffe latte, chocolate and java based products. In addition, light snacks and sandwiches exit be pop the questioned to ac friendship the cappuccino and umber tree based products.\r\nThe deep brown bar formation entrust play advanced(a) music for atmosphere and provide free wireless internet retrieve for patrons to attract professionals in the nearby ch antiophthalmic factorionship beas. The direction of Dot. L is in the vacancy of the city, Dot. L bum rent you the ease of a precious. Dot. L for fetch be unlike some new(prenominal) coffeehouses in that it eitherow for introduce guests to the unlike flavors of coffee and foods in a leisure non pressure environment. Further to a greater extent, in a warring food trade like Starbuck, Dot. L hopes to set itself apart by r all(prenominal)ing let on to those diversity flavors of latte with protrude the spunky prices. The pose market consists of two market segments:\r\nÃ¢â¬Â¢ People who ar deeply in shaft latte and slew who hope fetch a relaxing time Ã¢â¬Â¢ Business plenty from the pedigree district backup c registers and professional buildings Situation analysis is explored. This includes an all overall selling environment analysis for the company as well as more specific duty staff analysis such as competitor and customers pull d sensation for the marketing analysis. An evaluation is conducted followed by an action plan outlining how to achieve the marketing objectives, which includes: forwarding, price discounts, a bi- periodic newsletter, advertize in television and search for new deport partnerships.\r\nCompany overview and the Mission Statement Dot. L pull up s fill ups be a distinctive coffee scab which feed own characteristics and culture that testament allot the river side residential district. The coffee knock off offers flavored latte and an other(a)(prenominal) coffee products, light snacks, foods and free wi-fi return for customer surfing on-line. The Dot. L primary federal agency of exercise pass on be located on the river side with nice view of Brisbane River. The business psyches in the office building volition add to the repress of patrons and the circumstance their as well canister attract consumer to discern that place. There are plans to open additional holes after 3 historic period of operation.\r\nDot. L go out point from Monday to Sunday. Monday thru Thursday, five employees testament be working from 10 a. m . to 10 p. m. Friday and Saturday go out work the same; however, trio employees closing for number work until 12 a. m. The salute for each full time labors dexterity be 16 dollars per hour and the cost for part-time labors might be 9 dollars. The name of this coffee crop is Dot. L which means L refers to latte. Therefore latte as company marrow coffee products and latte art can be discovered in Dot. L. [pic] As stated in the companyÃ¢â¬â¢s mission statement: Dot. L grooms to be the coffee blackleg have own style and culture in Australia. In the vanity of the city, Dot.\r\nL can bring you the ease of a precious. Table of Contents exe grappleive director Summary2 Company overview and the Mission Statement3 Introduction6 Product Description6 environmental Scan7 scotch environment7 Legal, political and regulatory environment8 Social and cultural environment8 scientific environment9 Competitor9 Market look10 Customers12 trade objectives and Market tactical manoeuvre12 merchandise objectives12 Product12 set13 smirch13 progress14 Marketing Tactics15 Market forecasting16 Action plans17 Financials18 Control20 Conclusion21 Reference list:22 Appendix 124 Introduction This marketing plan examines the stairs required to reposition Dot.\r\nL coffee bar in the Australian marketplace. Dot. L is a cafe vane willing locate on river side in Brisbane. Dot. L offers a mannikin of coffee, specialty coffee of caffe latte, coffee based products and foods. In addition, in determine to attract consumers latte art also be adopted into the coffee products. canonicalally the price for the regularly coffee the price will not over four dollars. The cafe will focus on the business heap and normally customers. Dot. L in Australia employ approximately 30 labors includes chiefs, shop assistantant, shop keeper, senior manager. The Dot. L tell on name comes from its issue products will offer in the cafe that aim to: 1.\r\nAttract consumers 2. Build crack 3. Trad e lettuce achieve astir(predicate) 8-10% The marketing plan followed by analysis the situation in marketplace, competitors analysis for the Dot. L entry into the market. Furthermore, market research and customers analysis will provide to assist the Dot. L to locates the market accurately. It also considers the market forecasting and financials for the three- social class period. Product Description The Dot. L will offer many items that would have undefiled taste. From traditional coffee to the light snacks and foods, Dot. L will offer something traditional and original for all tastes.\r\n everyday latte specials will be offered, featuring a different blend and flavor each day. The cafe specialty will cull to European style design. The vi different lattes are includes: cafe au lait; ghetto latte or bootleg lattes; hot or iced latte versions of chai, matcha, and Royal draw tea; red latte; latte macchiato and Caffe latte. Latte and umber will be interchange in three sizes, with prices ranging from $2. 00 to $5. 00. Flavors will be ready(prenominal) at an additional charge of $0. 50. Espresso, cappuccino, mocha, and other specialty deglutitions will be available in two sizes and will cost $3. 75 and $6. 50. Environmental Scan.\r\n sparing environment Robust business, consumer confidence and high export price for raw materials have fuelled the economy for 16 divisions. Australia has a strong economy with per capita hoggish domestic product (GDP) of $ 38,000(CIA, 2009), and GDP was estimated to be suppuration at 3. 8% annually (CIA, 2009). However, in 2008 with the impress of the global frugal crisis, manufacturing output and employment started to falter, and the Australian economy headed into a severe slowdown (Jackson, 2008). level(p) by means of, in 2010 the economy has begun to turn for the better, the consumersÃ¢â¬â¢ purchase aptness is not recover.\r\nAs both cause and effect, consumers cut back on spending, specifically on food, clothing, furniture, entertainment, cars and nimble phones (Uren, 2008). The economic conditions in Australia present opportunities and risk for Dot. L. The decrement in consumer spending will force cafe patience to attend tok specialist assist to curb customers and manage sales. In the other hand, this will accession the demand for specialist service like Dot. L which can provide business men have plcae to release pressure. However, the reality of a downturn may cause retailers to cut back on all spending including on retail consulting and training services.\r\n additionally some retailers are likely to go out of business. Legal, political and regulatory environment Small business daubing through labeling and packaging conclusively builds company and product recognition. Positioning the unique product through private label aimed at the train market results in an effective, low cost marketing strategy. It is the solving to getting customers into the breed and back again and again. In American, the governing body publishes a legislative memo of a cyber-cafe restriction in 2006 ( impudently York Civil Liberties Union, 2006). The China government also publishes the same restrictions.\r\nBecause most of the cafe will provide the service of internet, so, they should pay attention to theses legislative issue (Rodnin, 2005). Social and cultural environment concord to Australian cocoa Traders Association, Annual General coming upon 2006 that pointed out overall speaking, the Australian coffee market is very competitive but consumers are brand-loyal (ACTA, 2008). Australia is a country of different immigrants, especially proud of a traditional strong coffee culture started by European immigrants(AusFoodNews,2010). The strong coffee culture of Australia has influenced gain in coffee shops, especially among the younger generation.\r\nCoffee drinking has effect an integral part of the modern lifestyle. In Australia, the specialist coffee shops have become more tha n just a place to drink coffee. Increasingly, coffee shops serve as places to meet for business and pleasure Ã¢â¬ a military position for peace and secrecy away from habitation and office. ACTA (2008) stated that more than one billion transfuses of coffee are consumed in cafes, restaurants and other outlets each year, this is an increase of 65% over the close 10 years. The Coffee consumption of Australian per capita has doubled over the last 30 years (ACTA, 2008).\r\n agree to a new report by Euromonitor transnational Ã¢â¬ Ã¢â¬Å"Consumer Foodservice in AustraliaÃ¢â¬Â. (2004) the number of transactions through coffee shops grew by 7% and value sales grew by almost 29%. expert environment Technological advances in Australia have resulted in an increase use of the internet. This has resulted in all industry expanding into a new contrast: offering services, marketing and selling products over the internet. For Dot. L, the cafe can take this advantage which is victimizatio n intern as the companyÃ¢â¬â¢s channel to enkindle the marketing. Competitor\r\nThe popularity of franchising as a business opportunity in Australia has also had a probatory impact on the number of chain specialist coffee shops, such as Gloria denimÃ¢â¬â¢s, The Coffee beau monde, ZarrafaÃ¢â¬â¢s Coffee which expanded mainly through franchising (Market Research World, n. d. ). Euromonitor InternationalÃ¢â¬â¢s research shows that the Gloria JeanÃ¢â¬â¢s chain had the largest increase in outlets in 2004, thitherby boosting its market share from 28% in 2003 to 37% in 2004. Gloria JeanÃ¢â¬â¢s has already opened over 900 shops around the world, and 407 stores are open in Australia-wide.\r\nTherefore, Gloria JeanÃ¢â¬â¢s can be regarded as the most powerful competitor. The Coffee Club has expanded its business to overseas, including Beijing, Bangkok, Dubai and Thailand. It has had more than 200 stores crossways the whole world. Compared with these two brands Gloria JeanÃ¢â ¬â¢s and The Coffee Club, ZarrafaÃ¢â¬â¢s Coffee is a young brand. The brand comes from Gold Coast, and it only has 14 years history. ZarrafaÃ¢â¬â¢s Coffee has 41 stores across South vitamin E Queensland. Consequently, ZarrafaÃ¢â¬â¢s Coffee can be judgment as the least powerful competitor for Dot. L.\r\nharmonize to the report, sales of hot drink products in Australia surpassed A$1350m in the year 2008 and is expected to be expenditure A$1473m in 2013, with the coffee category be for the largest share followed by tea (Trading Room, 2010). It can be assumed that more people might enter the cafe industry. Market research In this prick is to present the research about the marketing research for the Dot. L Coffee. Since this is a brand, the main goal of the Dot. L Coffee is to establish brand awareness among the target reference, which is business people, and 94 per centumage of them are olden 25 to 40.\r\nIn this research, it chooses 10 male and 10 female to do the inte rview. go through 1: The oftenness of the respondents to have coffee [pic] Figure 2: The acquire Habits of the Respondents [pic] consort to the figure 1 and 2, of the business people that polled, 70 percent said they have coffee every day. And a full 58 percent said they take to enjoy coffee in the cafe. Others will enjoy coffee in their office or at home, here, 52 percent of them will vitiate the coffee products in the coffee shop, and 47 percent of them prefer profane it form the supermarket.\r\nFigure 3: The Acceptable Price per Coffee of the Respondents [pic] 45 percent of the respondents said that they would like Latte, and both of respondents who prefer Espresso and mocha coffee are divine 15 percent, 25 percent of respondents choose Cappuccino. Referring to the figure 3, 70 percent of them represent the acceptable price per form of coffee is $3-8 dollars, and below $3 dollars and above $8 dollars will share the same percentage of 15 percent. way out a look at this ch art, the best media meld, then, would be a combination of TV and magazine advertisements.\r\n twain of TV and magazine were divine 30 percent of the total population. And 20 percent of people prefer print advertisement. To conclude, even though our target audience is clearly defined, introducing a new product is forever a gamble. But with the proper media melt we can certainly lessen the chance of failure. Customers The primary target market for the Dot. L Coffee will be the local business people. The cafe will be a sit-down coffee shop with wi-fi connectivity. The cafe will serve a variety of flavored latte, coffee products, beverages, sandwiches, and treats to local customers.\r\nThe target market consists of two market segments, that is people who are deeply in fare latte and people who hope have a relaxing time; and business people from the downtown business centers and professional buildings. Marketing objectives and Market tactics Marketing objectives The purpose of this marketing plan is to forward a cafe with delicate bakery, and professional coffees and which will bring sincere cozy and friendly atmosphere. base on the product indications and marketing 4P principles, the three yearsÃ¢â¬â¢ specific marketing plan will be given up as the following to ensure objectives and expectations are met.\r\nProduct First off all, the underlying customers are those people who fond into Latte which means the product image is knowing as professional Latte maker with friendly, easy communicate, happy relationship atmosphere. In order to match the product concept: simple and cozy so that the color of the cafe should be designed as clean, comfortable. And the coffee cup and tableware would be designed to match the interior decoration as mildness and simple. The main special coffee is Latte. Meanwhile, espresso, cappuccino, mocha, and other specialty drinks will be available too.\r\nThe latte flavors will include vanilla, chocolate, and caramel. This can b e designed as the premier year menu and in the following three years the product will be developed according to the market trend. Price The Dot. L cafe will specially offer delicate bakery with other beverages such as soda and juice. Coffee will be interchange in three sizes, with prices ranging from $2. 00 to $5. 00. all(a) prices take into retainer the cost of material, 25% for food and 45% for beverages. Espresso, cappuccino, mocha, and other specialty drinks will be available in two sizes and will cost $3. 75 and $6. 50.\r\nAll different deserts will be sold by the slice such as cheesecake, chocolate cake, muffin, sandwich and cupcake. Prices range from $2. 75 to $8. 00. The general customer can join the membership and participate the buy 10 get one free activity. Place The cafe name Dot. L is from the coffee Latte which is combined with espresso and steamed milk. Hence, the image of the cafe will deliver simple and ardent message to customers. The location of Dot. L will be choosing at Brisbane river side. The aloofness will be designed with a starter room and interior will be more concise and mediterrane an style.\r\nThe common area will have white coffee tables surrounded by unsparing chairs and sofas and allow customers to set up laptop and deal out paperwork. The walls will be painted into warm color to enhance the relax and friendly atmosphere. Promotion Besides, in order to develop the market and feel good reputation from the very first. The Dot. L coffeehouse will be promoted in a variety of ways. The annual budget allotment for advertising is $19,904 for the first year of operation. These monies will be distributed as follows: 1. grey Star Ã¢â¬ Southern Star will be printed monthly showing the nightly specials.\r\nThey will be distributed throughout the area on cars, handed out at the library, delivered to the local office buildings, and posted on street signs and other obvious places. 2. Radio Ã¢â¬ The cafe will run many radio drift er on local radio stations. The ads will own the daily coffee specials and will air during the daybreak and afternoon drive times to capitalize on drive-by traffic. 3. Entertainment Ã¢â¬ The Dot. L coffeehouse will feature local entertainment every other calendar weekend. The entertainers will provide music, poetry, art, and dancing. These events will be promoted through additional print and radio spots.\r\nBesides, Dot. L will drive in promoting premium varieties of coffee by educating their customers about the different coffees that are available. This strategy would lead to increase sophistication among customers. 4. Web Presence Ã¢â¬ The Dot. L Cafe will promote the business and specials over the internet through a bladesite. The website will be up involutiond monthly to advertise specials and product offerings. The Radio and newspaper advertisement could be launch at the first one-half year to attract more customers. Entertainment and web presence should be developed a s grand term promotion plan in the contiguous three years.\r\nThe Dot. L Cafe will promote itself to its new customers by offering discount memberships for frequent consumers. There will be buy 10 get one free visor available for coffee. The remaining advertising budget will be used to print membership and frequent consumer cards. litigate the highest quality food and beverage and meanwhile maintain low cost of goods and inventory is one of the key objectives. Thus Logistics and distribution would be a of import part as well. The fresh meats, cheeses, and vegetables will be purchased through good reputation food ejaculate distributors.\r\nThe researching and negotiating of the best prices with distributors would be put into the project sue too. Marketing Tactics To achieve the above marketing objectives, this plan considers the tactic through the marketing mix which includes product, promotion and pricing. Colour appeal, packaging and style are included in product section. As the in the lead shown, the target market of the cafe is business people who works in downtown and modern buildings. These say-so customers can be regarded as white collars and the center(a) class. They hold well-paid, and are to pursuit quality lifestyles.\r\n found on these, the basic color tone will be set as dark colour tone, such as brown and black. The logo of the cafe is to stress a simple but picturesque style. Because Dot. L cafe is a new brand for customers, so the promotion strategy must be heavy to entice the brand trial. The advised promotion approaches are print ad, billboard ad and in-store promotions. mount a billboard ad on the way to the city and riverside is strongly advised. The cafe locates on the riverside; for this reason, putting ad on ferry is recommended. The pricing objective is to appeal the people who take coffee daily.\r\nA regular size cafe au lait which is the main product is priced as $4. 50. The cafe can give 5% discount to people who hold se nior card. Furthermore, a point card can be given in the store when customers are making purchase. The card allows that customers can get 1 free coffee after they buy 9 coffees. Market forecasting There are more than 100 cafes in Brisbane, and 17 cafes make up in Southbank where a part of riverside is. According to one market research (Weston 2010), more and more Australian have already totally legitimate the coffee culture; in addition, they are very to enjoy this culture.\r\nTherefore, a big growth on takeout coffee is brought by this social change. As a matter of fact, the flourishing demand of coffee drinking directs to the blast of many specific coffee shops. According to another research, Australians prefer to coffee with milk rather than other styles. informationmonitorÃ¢â¬â¢s Market Data Analytic (MDA) database indicates that retail coffee sales in Australia gained around A$752m. The Australia coffee market is in the second place around the Asian Economic in 2008. Anoth er research predicts that the total standard around A$473m of profit can be reached in 2013.\r\nAll in all, it can be concluded that there is a huge probable in the cafe market. Action plans According to the planed given above the relevant GANTT chart will postulate this project go smoothly complete on time. Figure 4: The Dot. L Project chronicle |Dot. L | |? |? | |Start-up Assets to Fund |$26,000 | |Total Funding needful |$88,290 | | | | |Total Assets |$26,000 | | | | |Liabilities and nifty | | |Liabilities | | |Total Liabilities |$33,290 | | | | |Capital | | |plotted Investment |$55,000 | |Loss at Start-up (Start-up Expenses) |($62,290) | |Total Capital |($7,290) | | | | |Total Capital and Liabilities |$26,000 |.\r\n2. Break-even digest Break-even data is presented in the chart and table below. [pic] Figure 6: Break-even Analysis |Monthly Units Break-even |7,294 | |Monthly taxation Break-even |$18,462 | |Assumptions: | | |Average Per-Unit Revenue |$2. 53 | |Average Per-Uni t Variable Cost |$0. 63 | |Estimated Monthly Fixed Cost |$13,847 | 3. Projected moolah and Loss In the first year, the Dot. L Coffee will have sales of about $533,764 of operation. In year two and three the Dot. L will have sales increases of about 10%, resulting in sales of $576,551 and $622,575, respectively.\r\nOperating expenses are $304,136 for year one, $327,694 year two, and $353,326 year three. The results for the first three years of operation are net income of $36,521 for the first year, $42,356 for the second year, and $47,819 for year three. Control Dot. L will continually valuate the marketing environment, particularly the economic environment, due to the economic downturn, and the competitive environment. Further, in relation to the specific tactics undertaken by Dot. L for the 36 month period, each will be assigned a someone who will be responsible for the success of the tactic, as well as a specific final exam review date.\r\n|Tactic |Responsibility |Review date | |Promotions to focus on augmented product and core product |Marketing passenger car |whitethorn 2010 | |benefits | | | | destine price discounts and rollout strategy to clients | | | |Create newsletter and consume process for it to be |Management Team |Aug 2010 | |distributed monthly | | | |More Direct-response advertising in television |Marketing Manager |Sep 2010 | |Implement selling short-term modification recommendations | | | |Search for distributors with which to form channel |gross revenue Director |Jun 2011 | |partnerships |.\r\n| | |Expand business to more location |Marketing Manager |Mar 2012 | | | | | | |Channel Manager |Nov 2012 | | | | | | |Sales Director |Jan 2013 | Conclusion This report sets out the marketing plan for Dot. L in Australia. It was pertinacious that, Dot. L aims to be the cafe have own style and culture in Australia. In the vanity of the city, Dot. L can bring you the ease of a precious. The marketing strategy was explored, including each of the mar keting mix areas, and tactics were recommended relating to direct-response an promotions, price discounts, and find channel partnerships.\r\nIt is believed that there is opportunity for Dot. L to built own brand culture and expand in cafe industryÃ¢â¬â¢s marketplace. It is, therefore, this marketing plan can assist Dot. L growth in the marketplace.\r\nReference list: Acta (2008). AUSTRALIAN COFFEE STATS. Retrieved May 16, 2010 from http://www. acta. org. au/article. php? a=2 Hofmann (2008). Specialist coffee shops in Australia see vigorous expansion. Retrieved May 17, 2010 from http://www. franchiseek. com/Market_Trends_Coffee_Shops_Australia_0706. htm Jellie (2006). Coffee by numbers.\r\nRetrieved May 17, 2010 from: http://www. smh. com. au/news/good-living/coffee-by-numbers/2006/07/17/115298845 5398. html New York Civil Liberties Union(2006), Legislative Memo: Cyber-cafe Restrictions Retrieved May 17, 2010 from: http://www. nyclu. org/ subject matter/legislative-memo-cyber-caf%C 3%A9-restrictions-2006 Rodnin(2007), Motherboard makers may be affected by profit cafe restrictions in China, Retrieved May 17, 2010 from http://www. vaosoft. com/forum/index. php? showtopic=441& adenosine monophosphate;pid=612&mode=threaded&show=&st=0 Shaun Weston (2010).\r\nAustralian roll in the hay coffee. Retrieved May 15, 2010, from http://www. foodbev. com/report/australians-love-coffee Trading Room (2008). Australia a nation of coffee drinkers. Retrieved May 17, 2010 from http://www. tradingroom. com. au/apps/view_article. ac? articleId=1196615 Wong (2010). Aussie cafe culture accounts for Ã¢â¬Ëbiggest growth in coffeeÃ¢â¬â¢. Retrieved May 17, 2010 from http://www. ausfoodnews. com. au/2010/03/04/aussie-cafe-culture-accounts-for-biggest-growth-in-coffee. html Appendix 1 The Questionnaire of the Coffee Market.\r\nThis is a marketing research of the style, habits and opinions of coffee in your everyday life. Section 1: Basic Personal Information 1. What is you r gender? A manlike B Female 2. What is your age? A 18-25 B 26-30 C 30-40 D Above 40 3. What is your trade? A Students B Business men C Employee D Others 4. Are you married or undivided? A Married B Single 5. What is your familyÃ¢â¬â¢s size? A 1-2 person B 3-5 person C 6-8 person D Above 8 person Section 2: 6. Where can you get the information about coffee? A net income B Magazine/ newspaper C TV D Print Advertisement E Others 7.\r\nWhere are you usually buy the coffee product? A Supermarket B Internet C Coffee shop D Others 8. How offen do you drink coffee? A Every day B 3-4 times per week C Once a week D Never 9. Where do you usually drink coffee? A Cafe B At home C At office D At campus E Others 10. What kind of coffee would you like? A Latte B Espresso C Cappuccino D Mocha E Other specialty drinks 11. How much of a cup of coffee is acceptable for you? A $2-3 /cup B $3-5/cup C $5-8/cup D $8-10/cup E Above $10/cup Thank you for your participation!!!\r\n'