A detailed business plan involving the establishment of a coffee shop aimed at attracting students.
Written in 2005; 4,950 words; 6 sources; MLA; $ 125.95
Paper Summary:
This paper covers all the aspects of developing a business, called "The Dark Side Coffee Shop" to cater to the needs of students at Denver University. The paper examines everything related to the start-up of the business, including competition, market analysis and profitability.
Table of Contents:
Executive Summary
Legal Structure and Ownership
Mission Statement
Industry
Competition
Direct Competition
Indirect Competition
Target Market
Needs, Wants and Motives
Strengths
Weaknesses
Opportunities
Threats
Demand Analysis
Anticipated Sales
Objectives and Goals
Logistics
Pricing Strategy
Marketing Communications Image
Marketing Message
Packaging
Advertising
Advertising Media
Promotion
Publicity Activities and Public Relations
Customer Relations and Customer Service
Personal Selling
Conclusion
From the Paper:
"Threats to our business would be Stella's for the atmosphere and Starbucks for the name. Because of our hours being later, from 4 pm to 2 am, we also are threatened by businesses that sell alcoholic beverages. We are trying to target those customers who do not drink alcohol. Those who do drink alcohol have the option of going downtown to the local bars, or if they want to stay close to campus, they can go to the Border, or the Stadium. Another threat could be other coffee shops trying to steal our ideas, thereby creating competition that is even more direct. It is because of this that we must establish a strong market, and customer loyalty, ensuring that these customers will come back, despite our competition."
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