Marketing Plan for Motivational Grounds Coffee Shop Proposed by: Densley Coke Submitted to: Professor: Dr. Cedric Alford DeVry University BUSN 319 Marketing Date: 7/26/2016 Motivational Grounds Coffee Shop Table of Contents: Executive Summary ...................................................................Page 1 Owner of Business...................................................................... Page 1 Strategic focus plan ...........................................................................Page 2 a. Mission/Vision Statements b. Goals c. Core Competency and Sustainable Competitive Advantage .......... Page 3 Situation Analysis .............................................................. ....... Page 4 a. SWOT analysis Strength Weakness Opportunities ................................................................... Page 5 b. Industry Analysis c. Competitor Analysis d. Customer Analysis Market Product Focus...................................................................... Page 6 a. Marketing and Product Objectives b. Target Markets c. Points of Difference d. Positioning Marketing Programs ................................................................... ......Page 7 a. Product Strategy b. Price Strategy (I) Breakeven Analysis c. Promotion Strategy d. Place (Distribution) Strategy Financial Data and Projections .........................................................Page 7 References .................................................................................Page 8 Motivational Grounds Coffee Shop Executive Summary With the growing demand for a friendly relaxed atmosphere with affordable tea, coffee and reading in the Community I have decided to open a coffee shop. The name of which will be Motivating Grounds will be the establishment of an exceptional, classy, innovative environment that will distinguish Motivating Grounds from local coffee shops. To make Motivational Grounds the destination for quality coffee, tea, and other beverages; in a welcoming atmosphere for people who are serious about their coffee. The formation of an environment that will bring people with diverse backgrounds and interests together in a common forum. To be an active and vocal member of the community, and to provide continual reinvestment through participation in community activities and financial contributions. I will be the official owner of this company with my family working with me as partners. Company Description Motivational Grounds is a family owned and operated exclusive, upscale, coffee shop that provides affordable tea, coffee, and snacks in a friendly relaxed atmosphere every day of the year. Motivational Grounds offers catering for any event. Businesses, local clubs and study groups who have their events catered by Motivational grounds will receive group discounts. The flavors we serve would be selected from around the world especially from countries that are famous for coffee. Most of our snacks will be made on site and served fresh from the oven. I will present a flavor of the day which could be sampled for free. Along with our product and service we will offer a meeting area that accommodates forty-five people that can be rented for small group meetings and party. Motivational Grounds Coffee Shop Strategic Focus Plan Mission To provide affordable tea, coffee, and snacks in a friendly relaxed atmosphere every day of the year. To revolutionize the industry by making Motivational Grounds not only a place where you stop for your daily energy boost; but a convenient place to cater for office meetings and parties. We believe our affordable service and flexibility can give customers best results therefore making Motivational Grounds more preferable over other alternatives. Goals Besides being a profitable business; Motivational Grounds is driven by our mission and vision statements. We at Motivational Grounds not only have a commitment to our customer's needs, but also to their overall health. The drinks and snacks will be monitored to ensure nutritional values are not compromised. Core Competency and Sustainable Competitive Advantage The core competency at Motivational Grounds are the other alternatives Coffee shops. These companies have been business for a long time. However, for all these other alternatives we found sustainable competitive disadvantages. Here are the two top competitors and their disadvantages: 1. Starbucks a. High price products b. Coffee quality is not as good as reputation c. Aggressive expansion d. Unhealthy product 2. Dunkin Donuts a. Unhealthy product b. Recent incidents have surfaced, with undisclosed allergens in its coffee which could cost the company lost revenues. Motivational Grounds Coffee Shop Situation analysis SWOT analysis Strengths Affordable tea, coffee, and snacks in a friendly relaxed atmosphere Group discounts to businesses who use our catering services. Accommodate local clubs and study groups to have their group meetings Weaknesses New Service in a neighborhood that people are not familiar with Some people may be skeptical about using our facility for private meetings Too many coffee shops on the market already Opportunities This service is unlike any other on the Market. Sure there are a lot of coffee shops that serves coffee we also accommodate groups. The flavors of our drinks will be selected from around the world especially from countries that are famous for coffee. Schedule meetings outside the office in an environment that is less intimidating that board rooms We live very busy lifestyles trying to balance school, work, family life, and relationships and can benefit from the convenience of having this service throughout the day. Threats Motivational Grounds Coffee Shop Just like there are a lot of people that are willing to try new service there are a lot of people who only stick to what they know. Consequently, because they are unfamiliar with our service they might be fearful to try it Energy drinks. Even though we are aware that energy thinks are not good for you they are tremendously popular, there are many different kinds and they come in almost every flavor you can think of. Coffee shops. People who drink coffee at their favorite location will probably never give it up, maybe because of their location and accessibility. a. Industry analysis b. Competitor analysis c. Customer analysis (segments) Market-Product Focus Market and Product objectives Marketing objectives at Motivational Grounds are first; to enter the market in a competitive level. This could be achieved with the results from a well done core competency analysis and strong marketing and advertising campaigns. Second objective is to create revenue. This will be accomplished by implementing the SWOT analysis. Third and last marketing objective is to make our consumer's healthier than our competitors. Threats of substitute is low coffee is always going to be a desired drink and pastime of choice. We will create new value innovation by enhancing the customer experience by investing in online content and interactivity. Target Markets At Motivational Grounds we believe in having a strong target market. However, having learned from previous popular Coffee shops success and failures we can divide our market into three big target markets. These are: Active men and women who exercise Motivational Grounds Coffee Shop between the ages of 18-40, students who handle both their job and classes ages 18-40, people who are currently other provider's customers but are concerned with limited service (all ages). Motivational Ground is a great location for active men and women (ages 18-40) who need time away from work to relax. We know that strong marketing and advertising for this market can help us gain our most loyal consumers. These people are most likely to use our facility more frequently as their active lives Points of Difference Motivational Ground cannot expect to grow by offering the same products as its competitors. Motivational Ground must offer \"points of difference\" that will make customers want to come to Motivational Ground rather than competitors. The \"points of difference\" that make Motivational Ground new Frappuccino distinctive relative to competitors fall into four important areas: Brand Experience: At Motivational Ground you aren't just drinking a beverage, but are undertaking in an emotional experience by the surroundings. Brand Quality: Motivational Ground will be recognized for exceeding expectations by the quality of our products and our service. This is what will create our loyal customers. Perceived Health: People that are active are perceived to be healthier than those not active. Aside from the coffee, Motivational Ground will be a healthy establishment, which makes the new coffee-free health drinks taste and appear healthy as well. Convenient Access: Motivational Ground will be convenient and easily accessible we will offer drive-thru windows, which are more convenient than our competitors. Price Strategy Motivational Grounds Coffee Shop Our pricing strategy will be based on a few different things. First how much similar drinks on the market sell for. The cost to produce and present the product. Who are target market will be, which is people who live busy lifestyles and will benefit from a convenient and healthy service. And finally how much of a demand there is for our product. Promotion Strategy The destinations of item promotion are to build deals, pull in clients, enhance item acknowledgment and improve brand personality. Item promotion benefits organizations by providing things to create customer request, and advantages buyers required data about items accessibility and employments. Due to serious rivalry, it is basic to arrange a compelling procedure before starting a promotion crusade. It is especially imperative for little organizations to use their constrained assets adequately. We will be using sales promotion activities like free sample campaigns. To mount an effective product promotion campaign, we will be aware of customer psychology and buying patterns as well as the nature and extent of your competition. Place Strategy We will have a location in the business area where we will present a flavor of the day which could be sampled for free. we will start by offering group discounts to businesses who use our catering services. After establishing an exposure to surrounding businesses, I would create my own website, blog, and social media specifically for my business. I would create a fan base originally from my local hometown friends, family, and connections already established and then Motivational Grounds Coffee Shop as a gained hopeful popularity my exposure would expand by word of mouth and accessibility online. I would also look to do delivery in the neighborhood when a set minimum order is reached. My next marketing goals for the next 3-4 weeks the creation of an exclusive, upscale, innovative environment that will distinguish Motivational Grounds from local coffee shops. I will invite local clubs and study groups to have their group meetings at Motivational grounds and receive group discounts for their purchase. The ideal customer would be someone who appreciates freshly brewed coffee and tea. My focus will not be only towards the working class; but also to the elderly and retirees. I do understand that in the summer months the demand for cold drinks increases; for this reason, everyone's favorite brew would be made available in cold of hot choices. References Starbucks Strategies: product and market development Retrieved July 26, 2016, from http://www.academia.edu/6430643/Starbucks_Strategies_product_and_market_development Marketing Strategy and Marketing Planning: Seven Fundamentals. Motivational Grounds Coffee Shop (2011, August 1). Mondaq Business Briefing. Retrieved July 26, 2016, from http://www.highbeam.com/doc/1G1-263088173.html? Kerin, Roger. Marketing, 11th Edition. McGraw-Hill Learning Solutions, 40940. VitalBook file