Coffee Time: A Marketing Plan

Paper Summary:

The paper outlines a marketing plan for a coffee shop that will be known as Coffee Time. The paper looks at difficulties in selling services, the target market, market research methods, consumer characteristics, the competitive environment as well as promotion and pricing strategies.

Outline:
Product or Service
Brand name & Rationale
Type of Business
Challenges of Selling Services
Target Market & Research Methods
Target Market Characteristics
Final Consumer Characteristics
Market Needs Being Satisfied
External Environment Influence
Market Research Techniques
Promotion Strategies
Initial Pricing Schemes

From the Paper:

"The product or service in this case is coffee as well as various tea drinks which are to be marketing in a concept for a coffee shop. The restaurant industry is composed of two major segments: the full-service segment and the fast food segment. However, over the past decade a novel concept has quickly been developing into a new segment of its own: the quick-casual segment. Coffee Time has found a niche market product in its mixed coffee/tea products and has planned its menu to include, in addition to fresh breads, such items as: salads, soups, gourmet roast coffees, and other specialty type food and drink items such as teas, chais, and other gourmet style teas. Per the coffee industry, the specialty coffee market is and always has been a fractured market with the exception of Starbucks ("IS"). "

Sample of Sources Used:

• "Coffee Resources." Whole Earth Summer 2002: 27.
• "Is Global Coffee Glut "Sustainable"?." USA Today (Society for the Advancement of Education) Apr. 2003: 14.
• Pendergrast, M. Uncommon Grounds: The History Of Coffee And How It Transformed Our World. New York: Basic Books; 1999.
• Poole, Buzz. "Cafe Culture." Whole Earth Summer 2002: 10.
• "Starbucks Annual Report." Starbucks Investors (online). May 12, 2007<http://www.starbucks.com>.

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