Sweet Treats Coffee Shop and Bar

Paper Summary:

The paper discusses the opening of a new store called "Sweet Treats Coffee Shop and Bar". The paper analyzes the market, the trends, the demands forwarded by customers as well as the strategies implemented by the competition. The paper also discusses the development and implementation of a wide series of strategies focused around the store's core competencies and the main features which differentiate Sweet Treats from its competitors.

Outline:
Executive Summary
Situation Analysis
Market Summary
Market Demographics
Demographics
Geographic
Other factors
Market Needs
Market Trends
Market Growth
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition
Product Offering
Keys to Success
Critical Issues
Marketing Strategy
Mission
Marketing Objectives
Financial Objectives
Positioning
Strategies
Marketing Mix
Product
Place
Promotions
Marketing Research
Financials
Break-even Analysis
Sales Forecast
Expense Forecast
Controls
Implementation
Control
Conclusion

From the Paper:

"Sweettreats desires to create their own brand and will therefore not buy a franchise from other players in the industry. But this implies more risks and generates additional expenses. For instance, they will have to built, rent or purchase a location for their store. Then, they will have to acquire the necessary machineries and technologies. In addition, their being a new firm might generate reduced interest and trust from the community and the targeted audience. In this order of ideas, the officials at Sweettreats should start by finding a location for their future coffee and bar. It would have to be located in a friendly and safe neighborhood and in a central area, with intense traffic and where it could easily be accessed."

Sample of Sources Used:

• - Dawidowska, K., April 1, 2002, Coffee Overload. Agree that coffee from gourmet coffee shops is too expensive - Almost 3 in 4 coffee shops patrons 72 percent, American Demographics
• - Dream, C.S., 1997 - 2008, How to Start a Coffee Shop, Home Business Inc, http://www.homebusinesscenter.com/how_to_start/coffee_shop.html last accessed on February 28, 2008
• - Ferguson, M., 2004, Specialty coffee retail in the USA 2003-04, Specialty Coffee Association of America, Retrieved from http://www.scaa.org/pdfs/press-coffee_retail_sales.pdf on February 28, 2008
• - Fisenko, A. and Associates, 2006, How to Start a Successful Coffee Shop, a Coffee-Espresso Drive-Thru or a Coffee/Espresso Cart, Espresso Business, http://www.espressobusiness.com/ last accessed on February 29, 2008
• - Holmes, H., 2004, Coffee Shop, SBDC Net, National Information Clearing House, Retrieved from http://sbdcnet.org/E-Newsletters/CoffeeShop.pdf on February 28, 2008

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