Executive Summary
This paper provides a strategic plan for a new coffee house, called Paradise. The coffee house is targeted to different groups of customers and delivers a wide range of competitive products. The paper includes SWOT analysis highlighting the main strengths, weaknesses, opportunities and threats of Paradise. It summarizes the short-term and long-term goals as well as highlights the main activities to be done to promote the implementation of the business plan. The defined business strategy is evaluated in relation to marketing and business campaign.
Business Plan of the Coffee House
The coffee house industry is one of the businesses directly aimed at satisfying day-to-day customers’ needs. The mission of the coffee house “Paradise” is to deliver high-quality coffee along with baked goods and a wide range of delicious cakes. One of the unique offering is chocolate in multitude of forms. In spite of the fact that the coffee house is a new one in the market and may face an intense competition, it is distinguished by welcoming atmosphere, knowledgeable services, and committed employees. Nobody will be able to stay indifferent after visiting such a pleasant place. It is a warm, comfortable place where everyone can enjoy drinking coffee, relaxing, studying or meeting friends.
The vision of the coffee house is to serve the high-quality coffee possible taking a social responsibility for contributing to the real inviting community through a shared space and shared experience.
The core values of the coffee shop is commitment to excellence in everything the employees do, while delivering the high-quality services with accuracy and attention to every single detail.
Target Market
The coffee house is not characterized by high prices; it is directed at different groups of society irrespective of their salary, age, race or origin. Both professional and working class citizens will be able to appreciate friendly atmosphere and services. People of different age including young and old customers will have a chance to taste coffee and cakes. Everyone will be able to visit Paradise and try the natural flavour of coffee. The prices for the coffee are medium and comparatively lower than the prices of competitors in order to familiarize the customers with a new place.
SWOT Analysis
Among the strengths of the coffee shop it is worth noticing a very convenient location almost in the centre of the city, where a lot of offices and other establishments are situated. Among the prospective customers are everyday students who prefer to spend time in such a place either studying or talking to their friends. People may come here in the morning, afternoon and look in there in the evening. The numerous streams of citizens are passing by the coffee house will not ignore the opportunity to visit a new place. The additional strength can be found in the long-term goals of the company aimed at potential changes and transferring Paradise into a restaurant with strong brand recognition.
The cost of the coffee is highly dependent on the growing conditions. As a rule, it is impossible to predict weather conditions and …