Business Plan for a Coffee Shop Marketing Plan by scribbler

Business Plan for a Coffee Shop
A business plan for the introduction of a new coffee shop.
# 152688 | 1,125 words | 3 sources | APA | 2013 | US
Published on Apr 17, 2013 in Business (Marketing)

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This paper presents a business plan for a new coffee shop and begins by discussing the need to create awareness about the shop and its brand, the need to create associations with the brand and the need to convert brand equity, which are connected to awareness and associations, into brand value. The paper then looks at the target market for the coffee shop and the marketing mix that includes product, price, placement and promotion. Finally, the paper describes the legal and organizational structures of the company.

Marketing Process
Target Market
Marketing Mix
Legal Structure
Organizational Structure

From the Paper:

"The product will be high end coffees, most likely organic sourced and free trade. They will come from respected micro-roasters. All food will be sourced locally, from artisan bakers, chocolatiers and patissieres. We will also offer soups and sandwiches, made on site from scratch with all-natural ingredients. These products are fairly high end but we expect that the high level of quality will help to differentiate us from all of the area competitors. We will price competitively with the major chains. While this means we will not enjoy their margins, we have to respect that our brand power is lower and that we must price in line with their offerings in order for our superior quality to offer the customer a superior value proposition.
"Placement refers to our location. We have selected a site downtown, near major traffic arteries, with a strong local neighborhood. This location comes at a fairly low rent, and with relatively few competitors in the area. We have also secured the right to offer a coffee cart outside of our shop, which should function as a quasi-drive-through, allowing our customers a quick transaction without the need to find parking."

Sample of Sources Used:

  • Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. The Journal of Marketing. Vol. 57 (1) 1-22.
  • Aaker, D. (1992). The value of brand equity. Journal of Business Strategy. Vol 13 (4) 27-32.
  • (2010). S-Corporations. Internal Revenue Service. Retrieved August 7, 2010 from,,id=98263,00.html

Cite this Marketing Plan:

APA Format

Business Plan for a Coffee Shop (2013, April 17) Retrieved June 07, 2023, from

MLA Format

"Business Plan for a Coffee Shop" 17 April 2013. Web. 07 June. 2023. <>