MarketingplanCafe咖啡店营销方案英文.docx

MarketingplanCafe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/coffeeshopthatencouragesthoughtful