Objective Of One Shot Coffee Shop Marketing Essay

Objective Of ane piquancy deep brown bean Shop selling Essay angiotensin-converting enzyme elasticity burnt umber condescend is a new call(a)er-up that bequeath be set at hotel royal promote at 12 queen street capital of Singapore. The one(a) quill deep brown entrepot brook the deep brown bean bean and the comfortable environment for the customer, single Shot coffee shop will be a partnership company and will beginning surgical process on December 30,2012.President of unrivaled Shot coffee shop is Mr. Wang and the vice president of wholeness Shot coffee shop is Mr. Kun, vice president has a 45% sh be of the company, and president has a 55% sh atomic number 18 of the company. President of the company also is a CEO of the coffee shop, the CEO handler the employees, and the vice president in charge with the goods summate.The location of the superstar Shot coffee shop is established at hotel royal queens at 12 queen street Singapore, it is a century of Singapor e, and the hotel also had a good sales, so it will take many customer to the One Shot coffee shop.1.2The objective of One Shot coffee shopOne Shot coffee shops objectives for the first year ofoperations are1. Be stick selected as the outdo New Coffee Bar in the area by the local restaurant guide.2. Turn in net income from the first month of operations.3. Maintain a 65% gross margin.2.Vision and missionary work2.1 VisionA vision evoke be defined as an eye chart, some metres also referred to as the go along in the picture, but it is so much to a gr ejecter extent than this. Your vision statement is your inspiration, your strategic fancyning framework.An eye chart, can be applied to a individual sector of the entire company or the company. Whether all or part of an organization, the eye chart to answer the question, Where we fate to go?Become the leading brand coffee shops in the region to business casual, taking into account the mood of consumer. About three years to recover the total enthronisation bell, and gradually began to gather.2.2 MissionMission statement is a statement of the purpose of company or organization its reason for existing.The mission statement should guide the actions of the organization. spell out its general goal, provide a path, and guide decision-making. It provides the framework or context within which the companys strategies are formulated. Hill, Ch, Jones, G. (2008)To become a leader in this industry and provide a stable and reasonable income for the owners of the place for coronation.(2) The successful completion of the construction and emergence of the stores, and gradually withdraw the investment capital.3.Product and serviceProduct and service are when a firm offer a mix of both increases and function, in compare to the traditional focus on harvests. As define by a merchantable set of products and service capable of jointly fulfilling a users need. rangyly motivated by the need on the part of traditionally orien ted manufacturing firms to cope with changing market forces and the recognition that services in combination with products could provide mettlesomeer profits than product alone.Face with shrink markets and increased commercialization of their products, those firms saw service cookery as a new path toward profits and egress.3.1The main product and serviceCappuccinoWith less milk than a latte, cappuccino offers a stronger espresso flavor and a curvy texture. To make it properly require much skill and attentiveness. Arguably the most important things is frothing the foam to velvety perfection as the milk steams something One Shot coffee shop barrister take great care to fulfil . The milk mous tache that clings to your upper lip is proof weve made yours right. And we may say, you wear it well.Espresso polish up and versatile Espresso Roast is the very heart and soul of One Shot. Its rich flavor, lingering aroma and caramel sweetness make it the perfect found for lattes, cappucc inos and all One Shot coffee shop espresso based beverages. But you can also wassail it all by itself indeed, that tycoon be the best elbow room to discover its nuances.White Chocolate MochaWhite chocolate fans will tell you they comparable it elegant, creamy taste. Its smooth subtle, is a perfect complement to a bolder taste. There is no bolder than we are rich, full-bodied espresso tastes. And it turns out, there is no better way to experience the decadent white chocolate, rather than in this delicious beverage. raw sienna Macchia-toS forces of people are passionate devotees of the signature beverage. So bewitch are they, youd think it was any descriptors of magical elixir. swell theres no hocus pock here. Well tell you exactly what goes into it creamy vanilla flavored syrup, freshly steamed milk with a topping of velvety rich foam, one intense hit of One Shot Espresso roast, a finish of buttery caramel drizzle. okay, we take it back. It sounds manage is magic to us. but it taste even better.Vanilla LatteThere are many delicious ways to join espresso, but one of that couldnt be more classic is that Vanilla latte. Just need a few division make up that favorite One Shot Signature espresso. Creamy steamed milk and our classic vanillas syrup. Simple, .Satisfying always.4.Industry summary and summary4.1PESTELThis sector examines in expand the external environment as well as the macroeconomic forces include the current issues much(prenominal) as the global financial crisis, inflation, etc. lining the coffee industry operates. In this case, an abridgment and estimation of the main external environment factors to the One Shot coffee shop by using the PESTEL Analysis.Any analysis of the successes and failures facing a SME mustiness understand the macro environment within which a SME operates (Barney and Hesterly, 2008).The PESTEL framework is designed to provide managers with an analytic-al tool to identify different macro-environment factors that may business strategies, and to assess what difference environmental factor may influence the business performance now or in future. The PESTEL framework include six-spot types of important environment influences political, economic social, technological, environmental and legal factors. These factors would not be seen as independent factor. Factor such as a technological advances may probably affect the social and economic conditions in different markets.4.1.1Political factorsThe political factor is to what extent the government intervention in the economy. Specifically, political factors, such as tax policy, labor law, environmental law, trade restrictions, tariffs, and political stability. Political factors may also include goods and services, the government should provide or provided (merit goods), the government does not want (demerit goods or advantages of bads). In addition, governments have great influence in health, education, and a national infra grammatical constructionIt is known that Singapore is a very stable soil with low social risk, at the same time the government of Singapore is encourage more and more tourists to Singapore, like the government building the casino in Singapore, the government also want more tourists come to Singapore. The government agencies in Singapore melt a very active role in promoting Singapore as a global destination. Under the guidance of STB (Singapore tourism board) it takes majors to promote itself as a MICE destination. For such a good political factors let the business in Singapore get more benefit.Hence, the One Shot coffee shop may run its business stability and benefit its investment profitability under Singapores strong government policies.4.1.2Legal factorsLegal factors include discrimination law, consumer protection law, antitrust law, labor law, health and safety laws.These factors may affect the Companys operations, its comprise, and the convey for its products.As Singapores law is very strict and the go vernment will protect Intellectual keeping rights and doesnt allow other companies to infringe the copyright and intellectual stead so it is very good for company to compete with each other fairly.For the One Shot coffee shop in Singapore its intellectual property rights had been protect under the Singapores legal.4.1.3Economic factorsEconomic factors such as economic growth, interest rates, exchange rates and inflation rate. These factors have significant impact on the initiative how it works, and make a decision. For example, interest rates affect the companys cost of capital, and therefore, the extent to which the business growth and expansion. Exchange rates affect the cost of export goods and the supply and price of imported goods in the economicBased on trade, economics (2011), Singapores per capita GDP (gross domestic product) is higher than most developed countries. In fact, with the economic development of Singapores economy diversified, open trade policies, internationa l communication weds, and attract multinational investment.Singapore is a vibrant economy, and its economy is heavily dependent on exports. From 2007 to 2010, 7.62% of the to enjoy average GDP growth. It enjoys a higher per capita income than most developed countries.February 14, 2007, the Singapore government announced that the annual economic growth of 7.9% in 2006, 7.7% higher than sooner anticipated. Singapores unemployment rate was 2.2%, around February 20, 2009. As of August 7, 2010, Singapore is one of the worlds fastest growing economies, the growth rate was 17.9% in the first half of 2010.Singapore is a highly abundant natural resources. Have advanced the state of the infrastructure, including country hotels, roads, transport facilities, telecommunicate facilities, aviation services.One Shot coffee shop might be an opportunity in such a good condition.4.1.4 amicable factorsSocial factors include the cultural aspects of health consciousness, population growth rate, age dis tribution, career attitudes and tension on the safety. Trend of social factors on the impact of the companys products and needs, the companys operations. For example, the aging of the population may mean a smaller, more willing workforce (thus increasing the cost of labor). In addition, the company may change to a different management strategy, in order to adapt to these social trends (such as to hire older workers).Social environment in SMEs is concerned rough innovation, risk taking, and large-scale transformation to social problem solving (Kuratko, 2008).Singapore has a very vibrant planetary culture. It has a very strong education system. Everyone is comfortable with English. Along with business tourism opportunities it has great facilities for leisure activities such as state of the art shop malls, casinos, resorts, restaurants etc. Thus it can be concluded that the social factors are very supportive for the coffee industry in Singapore. Singapore is considered as a very saf e city.4.1.5Technological factorsTechnical factors, including the technical aspects, such as R D activity, automation, technology incentives, technological change speed. They were able to determine the access threshold, the tokenish efficient production level and influence outsourcing decisions. In addition, changes in technology will affect the cost, step and lead to innovation.There is no doubt that the advance(a) technology not only improves all the coffee equipments quality and productivity. but also accelerate the commercialization process of the coffee business.SMEs primarily face argue of technologies in transportation, utility, health care, electrical, and computer industries. Technological forces can create new markets, reduce and eliminate cost barriers between businesses (David, 2009).Using a professional Espresso coffee railroad car made by Italian, never on the details of some coffee neglect.4.1.6Environmental factorsThe environment factors such as the weather an d climate change.The One Shot coffee shop will set hotel royal queens at 12 queen street Singapore. the weather and climate change doesnt affect One Shot coffee shop.4.2SWOTHumphrey, Albert (December 2005). SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Limitations, Opportunities, and Threats are involved in one plan or in a commercial venture. It involved specifying the objectives of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.By using SWOT analysis can assist One Shot coffee shop to identify the internal weakness and external scourges factors, then improve the performance and search the benefits from opportunities and recurrence the threats as well.4.2.1STRENGTHSThe freshest coffee. Now cook baked transported on a weekly basis, to ensure that the beans are in the baksheesh of tastingThe most rigorous training. Three months to six months rigorous training of professional coffee Daren implement the recipe from the coffee to the professional acquaintance of coffee plus Leadership and Service concept, inject One Shot passion for each cup of coffee.The most professional and coffee. A professional Espresso coffee machine ofItalian, never on the details of any coffee neglect.The most comfortable environment. Most spacious seating space, with the tone of European art-style decor, and free wireless lucre service offers consumers the most comfortable and convenient dining environmentThe special location. In this hotel just have one coffee shop inside.4.2.2WEAKNESSESAffected by the location, almost customers are the person who is live in this hotel.One Shot coffee shop is a new company, almost customer are like the Starbucks.4.2.3OPPORTUNITIESAn unfulfilled customer need. There is an opportunity to increase the customer base by advertise as well as developing the new products and services.The spinal fusion or other types of expansion strategy can be considered as the opportunities factors when this coffee shop business plan get to the stage of maturity.The coffee shop set in hotel industry is a new developing market.4.2.4THREATSPrice wars with opponents. Some of competitors strive to earn a higher market share by selling its products and services at a lower price.New entrants and cost the threat of new entrants in the market is a critic elements. This is a growth factor in the development, but also the threat of new entrants,intense competition and rapid deployment in the target market.4.3 Porters atomic make out 23 forcesThe porters quin forces model of competitive analysis is a widely used approach for developing strategies in many industries.Indeed, the five forces model can determine the kinds of competitive forces are the firm staffs facing and measure the force on how strong are there in different parts the company facing. The figure shows the porters five forces model of competition below .Porters five forces model of competitionThreat of new entrants bargain violence of buyersBargaining power of suppliersRivalry a mongst existing firms in the industryThreat of change products or servicesPorter Five forceHighMediumLowCompetitive RivalryThreats of New EntryBargaining Power of CustomersBargaining Power of SuppliersThreats of substitution(Source diagram created for this assignment)4.3.1Threat of new entrants (high)The threat of new entrants is the threat of new competitors in the industry, existing competitors. A profitable industry realized profits will attract more competitors. If these new entrants is very easy to enter the market low barriers to entry the company has been a threat to competition in this market. More competitive while consumer demand increases or increase capacity which bureau less profit to go around. According to the power of one of Porters five forces model, the threat of new entrants, shape the competitive structure of an industry. Porters definition of the threat of new entrants, and completely changed the way people look at an industry competitive.Coffee shop is a low expensive shop , and One Shot coffee shop is a new brand in Singapore,the required investment is low. The major cost includes the real estate and coffee related equipments. Franchise is also an option that investment risks are low,Barriers to entry are low, thus the threat of new entrants are high due to low tack cost, and low capital requirements, and low restrictions. So the threat of new entrants is high.4.3.2Threat of interfere products or services (high)The threat of substitute products or services product substitutes and other products to perform the same or similar functions. Professor of microeconomics, more alternatives, the demand for the product becomes more elastic. The elasticity of demand is the consumer price sensitivity, which is equivalent to less certainty of profits. An attractive alternative to price the price of alternatives as the upper limit of the price of the key product. An attractive alternative behavior, depressed prices to reach its profit potential of the industry.Improved quality, alternatives alternatives quality is high, there are more and more pressure, the increase in the quality of the main product. Low switching costs passed on to consumers switching costs for consumers can come in the form of currency conversion costs cost or lifestyle. The monetary cost to the price of alternative products, and the cost of living is subjective, it is difficult to determine. In either case, more easily and lower cost is to switch to the alternative, the Alternate higher threat.Other substitutes tea, juice, soft drinks, alcohol and other coffee and non-coffee related drinks. given the sensitivity of consumers to price of coffee and a number of substitute available, the significance of the threat from substitutes is high.4.3.3Bargaining power of suppliers (medium)Powerful bargaining power of suppliers, the seller and the buyer, the seller greater influence. This effect can be used to reduce the profit the buyer more favorable pricing, the limit product or service quality, or part of the cost is passed on to the buyer, the supplier is powerful.coffee is supplied by a variety of farms from South America or Africa. Third of all the coffee farms are less than one third. Industry main hedge position by diversifying those supplier portfolio.The power of suppliers is medium since there is a wide array of farmlands that supply specialty coffee beans, however, the farmers do supply a differentiated product.4.3.4Bargaining power of buyers (Low)Porters five forces buyer bargaining power is consumer pressure, can play on the enterprise, allowing them to provide higher quality products and better customer service, lower prices. In the analysis of the bargaining power of buyers, industry analysis, from the sellers point of view. According to Porters five forces industry analysis framework, the buye r power of the forces shaping one of the competitive structure of an industry.The number of buyers in the industry is large, and their purchases are low volume. Industrys products, service and experience are differentiated.A cup of coffee does not represent a significant fraction a buyers cost of living.The buyers power is low because of that they lacked negotiation power and the ability to force down prices and pit competitors against each other.4.3.5Rivalry among-st existing firms in the industry (Medium)Competitiveness increasingly competitive, when one or more competitors see an opportunity to grow, and competitors customers, or feel the need to attract more customers because of low profitability.Competition in the industrial competitiveness is an important issue, commonly there will be many competitors are trying to carry out a sufficient rate of return on investment, profitability is generally low. Several competitors those who have already established a competitive advanta ge the profits of treason, but the more competitive competition means that the balance of payments, and generate enough cash to survive the struggle.Retaliation competitive competition intensified, the reaction of competitors, an aggressive strategy, with its own offensive or defensive strategy.This kind of competition is often the reasons for lower prices, competitors use a marginal contribution to the cost of administrative expenses. However, the competitiveness of the competition by fighting in advertising, product introduction and customer service.One Shot coffee shop is a coffee shop in the hotel ,The intensity of rivalry is medium because of the numerous competitor within the industry, despite it being a growing at 15% annually. On the other hand, there is no evidence of price or advertising wars within the industry.5.Market strategyOne Shot Cultures marketing strategy will be focused at getting new customer, retaining the exist customers, got customers to spend more or come back more often. Building a loyal customer base is a paramount importance since such customer core will not only generate most of the sales but also will provide favorable referrals.5.1Competitive EdgeOne Shot culture, side itself as a unique coffee bar, its customers can not only enjoy the perfect coffee a cup, but also spent time in the surrounding environment. Comfortable sofas and chairs, dim lighting and quiet relaxing music will help customers relax from everyday stress, to distinguish single from incumbent competitors culture.5.2Sales strategyThe shooting cultural balistas the processing sales transactions. In order to speed up customer service, and at least two employees to provide services to customers of an employee, customer orders will be ready, the other employees will be taken care of sales transactions. All data will be recorded on the sales of computer point-of-sale terminal in the subsequent analysis for marketing purposes.In order to build its customer base, we w ill use the pennon of a single culture and flyers, customer referrals with other businesses, communities and cross-promotional. At the same time, the customer retention program will be used to ensure that customers come back and spend more coffee.5.3 market mixThe Marketing mix is a common words that used to divulge a various choices which the company must process the procedure of bringing a specific services or products to the market. Besides, it is also known as the four Ps which include the Price, Place, Product and Promotion. (Kamil et al 2009)5.3.1Product strategyThe product actually means that the service or product introduced by the company which offer to the customer of the target market. In this business plan, the product of One Shot coffee shop company is the services such as the pool lessons, the rental of One Shot coffee shop, and the snacks and beverage counter services.constantly developing new breakfast cereals the product element is the new product themself, setting the price right involved examining customer perception and rival products as well as costs of manufacture, promotion involved engaging in a range of promotional activities e.g. competitions, product tasting etc,5.3.2Place strategyMarketing experts know that the best product in the world will never make an impact in the business world if no one can locate and obtain it. Keeping this simple, yet vital brick in the house of marketing, One Shot coffee shop gives careful consideration to the placement of its restaurant. deep down that marketing research, It takes into consideration the population of a given part, major roadway in the vicinities of the proposed coffee shop site, traffic that passes by the coffee shop site, and the demographics of that area, as they know a great deal about One Shot customers.The place of One Shot coffee shop is in hotel royal queens at 12 queen street Singapore, in the hotel ,there is only had one coffee shop inside.so the place of One Shot coffee shop i s a very good place, its in the central of Singapore.5.3.3Pricing strategyBuilt in the right area, the people will come, but a good price does play a role, so that they come back. The single main content of the marketing strategy is one of the efficient pricing of their products. Understanding of the target market, including a large part of the family, they always need an affordable way to go out to dinner with their children, over the years a menu price, almost anyone can eat a lens, and enjoy quality meals without flowers a lot of money. What is really down the harbor of people enjoy single food, which is a big part of cite customers, the best in the world price of products sold, if consumers do not think, what they buy. In fact, a single pointed out in their value menu in recent years, it provides a selection of menu items at a low price, this thoroughly. Other marketing concepts are integrated into the strategic value menu. Menu as the value of this project , to sell profitab le products, this is a small going away leaders, if any profits are usually single cafe, coffee and soft drinks of your choice to accompany earnings, so that you have a a good price, but single cafe achieve the profitability.5.3.4Promotion strategyOne Shot coffee shop are still some basic promo gimmicks that most cafes should have like coffee mugs with your logo print on it. Travel mug is one of the most besought afterward item coffee junkies want. One Shot can sell these at shop or give it away on special occasion like your store open or yearly anniversary.One Shot coffee shop should also or have other standard promotional items such as shirts, key chains, tumblers, and note pads. If you want your promotion items to been seen more, offer things what people will really used outside the home like T- shirts, caps and visors, laptop bags, and backpack. For the high end market, One Shot coffee shop can sell CDs with a collection of music One shot coffee shop usually play at One Shot c offee shopAnother method to market One Shot coffee shop business is by increasing One Shot coffee shop visibility online. Set-up a website where One Shot coffee shop can post materials related to the coffee business. One Shot coffee shop can also post announcements on One Shot coffee shop website for special offers and contests. Post One Shot coffee shop details on One Shot coffee shop site such as name, logo, location and telephone number. work one page for suggestion, a forum and contact pages.Promote a special item on your menu on a week basis. One Shot product can be one coffee beverage, pastry or dessert. Announce the promotion on One Shot coffee shop site. Make One Shot coffee shop promo exciting and fun to encourage customers to come. One Shot coffee shop could have a contest like a coffee art contest wherein customers can create their own coffee art win prizes. Post the contest details and prizes on One Shot coffee shop website too. Prizes can be inexpensive like a free mug of coffee, coupon or free jersey with One Shot logo. tining coffee charge cards is a very good idea. It is convenient for some staff and client. Instead of searching for bills and bill in their wallet or bag, customers can simply use a prepaid charge card to buy One Shot coffee. It is bewitching convenient for customers who bought coffee daily. In other advantage is that One Shot get to sold more coffee in advance.6.Management team and company structureThis section of the business plan is essential information for investors and financial institution-it gives information about how your company is organized and who is in charge. This section is useful for relaying who accomplishes what tasks for the business, the business knowledge of the management team and the qualifications of the board .In this coffee shop Mr.Wang is the CEO, and Mr.Kun is the Chief Operating Officer,and one Chief Financial one Officer Chief Marketing Officer one Chief Technology OfficerCEO may be able to set s trategic, predict the future and control the budget, CEOs think about where the organization are going, the people and process need to get there, and how they will work in the current market.A coo handles a companys complex in operation(p) details. The companys COO insures the business can deliver day by day. COO figure out just what need to be measured so COO can tell if that things are going well. Then COOs team create the systems to track the measurement and take action when the company is not delivering.CFO will been busy figuring out that customers, business line and product is profitable, so the next year you can afford the really cool equipment.CMO owns the marketing strategyand that often includes the sales strategyand oversees its implement. The CMO will know or learn One Shot industry inside out and helps One Shot position One Shot product, differentiate it from your competitors products, enlist distributor, and make sure that customers are learn to crave One Shot product .CTO is a very important person in One Shot coffee shop, CTO need produce the coffee which one can make it more good.And at last we need 10 waiters, One Shot coffee shop must ensure that when a customer needs help always had one waiter in the side.7. Operating planningIt is describe one short term way of achieve milestones and explain how, or that portion . A strategic plan will set into operation when a given operating(a) period, in the case in a commercial application, the fiscal year or another given budget term. One operational plan are the basis for, and testificatory for an annual operate budget request. Therefore, five year strategic plan need five operation plan parentage by five operate budget.Operational plans should build the activity and budgets for every part of the organization for the next 1 to 3 years. One Shot link the strategic plan with the activity the organizations will deliver and the resources require to deliver their.An action plan drawn directly describe in stitutions and plan tasks and goals, plan objectives and plan activities of agencies and programs of strategic plan.7.1 Clear objectivesIn fact, the objectives same as the Goals addressed at the beginning of this business plan, the details of the clear objectives summarized .The clear objectives of the One Shot coffee shop companyObjectivesDescriptionRent a venue approximate 5,000 square feet as the location of One Shot coffee shops business operation.Offer a custom-made coffee lessons.Provide in details the One Shot coffee shop companys first year projected profit and loss statement.Establish the working relationships with the hotel during the period of first operating year.Build a positive image and perception as well as enhance the One Shot coffee shops awareness to the public.(Source diagram created for this assignment)8.Risk Assessment ManagementRisk assessment is a step in a risk