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A. White 1Marketing PlanAshley’s CaféIncredible desserts, great coffee, and a warmfriendly atmosphereAshley WhiteThis paper is submitted in partial fulfillment of the requirements for graduation from Marketing 5000 (MRKT 5000) Webster University: George Herbert Walker School of Business & TechnologySummer 2017
A.White 4Executive SummaryStrategic planning is an organization’s way to management activity and helps them to set priorities. A marketing plan is a byproduct of the strategic planning of an existing company or even a start-up company. This marketing plan is for a proposed start-up company, named “Ashley’s Café”. A marketing plan is a comprehensive document or blueprint that outlines a company's advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame. This café will offer a number of different homemade desserts and high quality teas and coffees. Ashley’s Café will offer a friendly atmosphere and provide an oasis for anyone that comes through the door.Company BackgroundAshley’s café anticipates opening in the Fall of 2017. The café will open in the suburbs ofNew Albany, Indiana, a small city not far from the metropolitan area of Louisville, Kentucky. The company will initially have 5 employees, with the owner, Ashley White, initially serving as the manager. The café is a start-up, and cannot be considered the market leader, but has hopes to capture consumers with their quality and service. Ashley’s Café has a strong belief that if quality and service are second to none, the customers will come and a strong customer relationship will be built.
A.White 5Environmental AnalysisThe Marketing EnvironmentThe marketing environment contains all the elements that a company must take into consideration when marketing their products. These elements of a marketing environment include; the changing preferences of customers, your competition, the legal, political and regulatory environment, your own resources and budget, current trends and the overall economy. These elements create opportunities and threats for a particular company. Marketers then try to determine what will happen and hope that they can take advantage of that particular environment. Marketers use an environmental analysis to study the current marketing environment.