Marketing Plan

Sunrise Café

Phoemela Monica C. Lipit

Maria Angela Landisa
Christine Joy Orfalas
___________________________________________________
 Table of Content
Mission
Marketing Objectives
Financial Objectives
Competitive Positioning
I. Product/Services
II. Unique Selling Proposition
III. Best Practices
Functional Role
Responsibility
Tools
Environment
Things that the organizers and attendees must do right before the seminar begins.
Checklist
Back-up Plan
Backup Computer
Separate Networks
Ice Breakers
IV. Marketing Objectives and Performance
A. Marketing Objectives
B. Performance
C. Challenges
VI. Competitors Analysis
VII. Pre-webinar
SWOT ANALYSIS
Mission
Our mission is to provide our customers with a unique and welcoming
environment, where they can showcase their creativity in a vibrant social setting.
Marketing Objectives
1. Have more customers
2. Improve top-selling foods
3. Reach out people who like cupcakes
4. Test New Menu Items
Financial Objectives
1. Increase Monthly Net Sales
2. Improve New Revenue Streams
3. Bigger cash flows.
Market Offering
Social Media will be used as we advertised the menu and the opening of the cafe.
Competitive Positioning
Positioning refers to the process of making target markets aware of your points
of difference. It is essentially how a company and its products are defined in the
minds of the consumer relative to the competitors. Because of the importance of
positioning in the success of a business, we put a lot of thought into choosing
how we would position ourselves in the minds of our two target markets.
I. Product/Services
For middle-aged educated adults we decided to display our use of local, and
ethically sourced products. We also wanted to position ourselves as the best
gourmet coffee in the market, and imply that we would guarantee their
satisfaction.
II. Unique Selling Proposition
A One of a kind and improved Cafe.
III. Best Practices
1. Managers take cafe management serious
 2. Crew team know what we're selling
3. We show our customers appreciation.
4. Optimized ordering area.
5. Instagrammable Area/ Place.
Functional Role/ Responsibility
Owner- Holds a myriad of responsibilities to ensure the smooth functioning and success
of their establishment. Their primary role includes managing the day-to-day operations,
such as maintaining inventory levels, supervising staff, and providing exceptional
customer service.
Manager- Responsible for organizing and managing the day-to-day operations of a cafe.
They oversee staff, ensure excellent customer service, handle ordering and inventory,
and track financial records to increase profitability and customer engagement.
Waiter- Responsible to welcoming and seating guests, taking guest orders,
communicating them effectively to the kitchen and in addition, memorizing the menu
and offering recommendations to upsell appetizers, desserts, or drinks.
Cashier- They are responsible for processing and receiving payments and issuing
receipts to customers as they leave with their purchases. Cashiers also handle additional
items necessary, such as coupons, while providing an excellent customer service
experience.
Barista- Baristas are the backbone of coffee shops. They're responsible for making and
serving high-quality coffee drinks and tea drinks, such as lattes, cappuccinos, espressos,
and matcha tea. Some of their other responsibilities include:Grinding coffee beans and
measuring out the right amount for each drink,Steaming milk to create the perfect
texture and temperature for each drink,Pouring latte art, such as hearts and leaves and
for an extra touch of creativity. Maintaining a clean and organized workstation,
including cleaning the espresso machine and other equipment.A skilled barista can turn
a simple coffee into a work of art.

Tools
4 P's will be used (Product, Price, Place & Promotion)
Environment
Demographic,economic,technological, ecological, political, legal, and socio-
cultural conditions will be considered.
Things that the organizers and attendees must do right before the seminar begins.
Checklist
Back-up Plan
1. Research the coffee business.
2. Define Vision
3. Business Plan
4. Find the best suppliers
5. Source commercial equipment
6. Design café and give it character
7. Create a menu to complement your café
Backup Computer
In this computer the files and power point presentation is saved and ready
to be presented.
Separate Networks
This network will serve as the back-up when the other network is not
working.
Ice Breakers
1. One-minute introduction. Short introductions are a good way to take the
pressure off people when getting to know one another and set
expectations.
2. Define ways of working together.
3. Share your workspace.
4. Show and tell
IV. Marketing Objectives and Performance
A. Marketing Objectives Marketing and Product Objectives
Within the first five years of being open, we are planning for expansion in
products, brand awareness, and profit. We have decided on 8 key
objectives that we feel are specific, measurable, attainable, realistic, and
timely (SMART) for our business. Each goal is set to be completed within a
certain time frame, but they will all be hopefully be completed within a two
to five year range of the business being open.
Key Objectives:
➔ By year 2 have developed enough brand awareness that 20 percent of
Charlottetown knows about the business.
➔ By year 2 Expand menu options
➔ By year 3 breakeven.
➔ By year 3 Become licenced to serve alcohol, and start to serve local craft
beer
➔ By year 3 begin to target more niche markets, such as artists
➔ By year 5 occupy 20% of the industry’s market share.
➔ By year 5 have yearly sales of approximately $1,000,000.
➔ By year 5 have a profit margin of four percent. Moving forward these 8
key objectives should guide us towards running a successful and profitable
business. This vision will hopefully keep us on the right path, and keep us in
line with our marketing and overall business plan.
B. Performance
Before opening a cafe we consider the pros and cons so that we will be
ready in whatever crisis happens.
V. Challenges
One of the challenges is our cafe is not the only cafe in our town some
might not choose our cafe and it may lead to financial loss.
VI. Competitor Analysis
Cafe and Milktea Houses are all around Lucban, Quezon. Despite having
low prices they still go to their favorite place and to resolve that we will be
serving with passion in order to attain our goals.

VII. Pre-webinar

SWOT Analysis
STRENGTHS
1. High Service Culture
Although the coffee shop is a quick turned around small business. But its
target market and customers require high-quality service like a clean place,
washed cups, good sitting arrangements, nice seats, and clean waiters and
staff. It’s because all of these little things give the impression of a healthy
environment.
2. Continuous Sale
Coffee is such a small item that people can make it at home. But they would
like to go out with friends to have coffee at some outdoor place. That’s why
customers keep coming and going throughout the day, whenever they get
time.
3. Quick & Motivated Staff
The work routine is so simple that the staff knows the steps they have to
perform over and over again. Since a variety of customers keep on coming
and going all the time, all these things make the staff motivated. They know
that they have to be quick to serve their customers. 
4. Team Work
Running a coffee shop business isn’t the job of one person. The number of
members in a team varies on the size of the business. If it’s a small shop,
then there’ll be 2 or 3 people. If the shop is big, then there’ll be more
people. When these people work together towards the common goal,
productivity multiplies.
5. Clear Work Values
Everyone in the coffee shop business knows the whole functionality of the
business. They know that their work values are to serve the customer with
better quality and a smiling face.
6. Direct Relationship with Customers
Customers physically come to the shop to have coffee. Therefore, it’s a
great opportunity for the owner of the staff to connect with the customers
and make him/her a regular client.

7. Highly focused Niche

 The coffee shop business is a highly niche focused venture. It’s a general
store, where you can offer a variety of things for a different brand. It’s
focused on one thing, and that is serving coffee.
8. Quality Product & Service
When you offer quality products and services at your shop, it would create
a positive image for the customers. If you keep on providing the same
quality service every day, the number of customers keeps on multiplying.  
9. Customer-focused strategy
The focus of the coffee shop business is to serve the customer better than
competitors. This strategy couldn’t more focused than that.
10. Premium Price
If you’re providing quality service than competitors, then it wouldn’t only
attract new customers. But it would also give you a competitive edge in the
market. After that, you’re in a position to charge premium prices to your
customers. They would be willing to pay for it.

WEAKNESSES
1. Less Market Data
When you’re launching a coffee shop business in a new market, then you
need data to check the statistics. It’s very difficult to collect the market
data, especially in this niche.
2. Manual System
If you want the quality product and service, you have to do things manually.
When we talk about manual processes, it’s good but time-consuming and
costly.
3. Difficult to Estimate Capital & Profit
Profit in the coffee shop business comes in the form of bits and pieces.
Therefore, you have to be very vigilant in accounting and math. Only then
you would be able to keep your accounting books in order.

4. Less Market Share

 There’s a limit to acquire a market share in this business. It’s because
you’ve limited seating arrangements and limited supplies to serve several
customers. You can’t go beyond that. Therefore, you can’t have the market
share at a certain limit.
5. Difficult to Make a Name
Almost every coffee shop provides some unique taste, and that becomes its
reputation. Of course, you’re providing a quality service. But it doesn’t
mean that you’re the only seller in the market. That’s why it’d difficult to
make a unique name in this category.
6. Highly Competitive
When you open your coffee shop in a certain market, it’s not something
that people can’t copy and create the same product. Competitors can easily
enter the market and you’ll have no option but to share the profit with
them.
7. Cost Disadvantage
There’s a very slight margin between the profit and cost, and you have to
manage everything in between. You also heavily rely on the supplies of
suppliers. If they keep on providing you the ingredient on time at a cheap
price, your business would keep on running well.

OPPORTUNITIES
1. Developing a Direct Relationship with Customers
The good thing coffee shop business is that it provides you an opportunity
to establish a direct relationship with customers faces to face.
2. Innovation & New Techniques
Since you have to do things manually, therefore, you should keep on trying
innovative techniques to increase the performance of your business. It
could in the form of a new product’s taste, different seating arrangements,
changing work routines, etc.

3. Develop Brand Loyalty by Offering Reward

 You should offer rewards and discounts to regular customers. Such offers
would help you to not only increase brand loyalty but also to attract new
customers and retain old ones.
4. Better Customer Experience
By offering reward programs, new offers, and launching new techniques
would help you to develop a better experience for customers.
5. Increase Product Line
You can increase the product line by offering some cookies, snacks, cakes,
and other similar items to your customers along with Coffee. It’ll be a nice
addition to your product, but it would also earn you some extra profit.

TREATHS
1. Difficult to Maintain Cash Flow
It’s difficult to maintain the same cash flow every day in the coffee shop
business. It’s because of several reasons like weekends, holidays, strikes,
protests, pandemic, etc. If customers keep visiting your shop for coffee, it’s
good business. But every day isn’t the same day in this line of work.
2. Low Profit Margin
As we have discussed earlier that profits come in the form of bits and
pieces, and out of which you’ve to cover a list of expenses. You can have
your share of profit after that.
3. Price Sensitive Market
Coffee is such a product that you can’t raise the price at a certain limit. If
you do that, people would stop coming to your shop for coffee at being too
expensive. Soon you’ll run out of business.
4. Costly Supplier
Suppliers know that your business completely relies on their support. It
gives them an upper hand, and they raise the prices of daily supplies
whenever they want.

5. The Low Price of Competitors

 Sometimes competitors lower the prices of the product to attract the
market. It’s a loss for your business either way if you lower it or not.

Conclusion
After a detailed swot analysis of a coffee shop business, we have concluded
that it’s good and it can run well in the volatile market. If the owner of the
coffee shop is smart and knows how to capitalize on strengths and take
advantage of the opportunities. Then it’s good. But threats are also real,
you should have a plan to overcome threats.