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Marketing Plan II: Foundation

Continue the development of your marketing plan by completing each of the foundational sections of your plan:

Section I: Executive Summary (from Marketing Plan I)

The idea proposed is to establish a coffee/bakery shop that caters to customers looking for a space to study, socialize, or spend time with friends and family. The unique aspect of this shop is its integration with a small boutique that offers clothing, accessories, and a few other items. Alternatively, the concept could be adapted into a thrift shop alongside the coffee/bakery shop. This idea capitalizes on the growing trend of combining coffee shops with retail spaces, as well as the increasing popularity of thrift shopping. The goal is to create a welcoming environment where customers can enjoy quality beverages and food while browsing through curated selections of clothing and other items. This executive summary introduces the concept of the business, highlighting its potential to attract a diverse customer base and capitalize on current consumer preferences. Further sections of the marketing plan will dive into the analysis of the current market situation, marketing objectives, strategies, action plans, and financial projections.

Section II: Define the Mission Statement for your marketing plan

Section III: Conduct a Situation Analysis/SWOT Analysis

Section IV: Explain what your textbook refers to as your sustainable

competitive advantage for your plan

Section V: STP: Using various Segmentation variables, describe your Target Market and Market Position.

Section VI: Product: This section should describe your product/service/business idea in detail

Section VII: Promotion: This section should discuss how you will use the elements of the Promotion Mix: Advertising, Social Media, Personal Selling, Sales Promotions, Public Relations/Publicity, Direct Marketing, etc.

Section VIII: Promotion Creation: Create a promotion for your planned business, product, etc., based on the following traditional components:

Traditional Promotion Components:

1. Headline*: This is the most important part of the promotion as it needs to

have that stopping power to gain the consumers attention and also

communicate the main theme or creative concept of the promotion.

2. Sub-Headline*: This is the bridge from the Headlines big idea over to the

body copy, which contains details. Only 20% of Headline readers actually read

on into the body copy, but a good transitional sub-headline can increase a

promotions holding/pulling power.

3. Body Copy: This is the text of the promotion providing a sales message and

explains various selling points and power punches to the consumer. Body copy

usually ends with a request such as call now or visit our nearest and may

provide further directions for contact such as tele., fax, email, website, address,

map, social media links, QR codes, etc.