MRKT_5000_-_Marketing_Plan_-_Ashleys_Cafe.docx - A White 1 Marketing Plan Ashleys Caf Incredible desserts great coffee and a warm friendly atmosphere

MRKT_5000_-_Marketing_Plan_-_Ashleys_Cafe.docx - A White 1...

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A. White 1 Marketing Plan Ashley’s Café Incredible desserts, great coffee, and a warm friendly atmosphere Ashley White This paper is submitted in partial fulfillment of the requirements for graduation from Marketing 5000 (MRKT 5000) Webster University: George Herbert Walker School of Business & Technology Summer 2017
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A. White 2 THIS PAGE INENTIONALLY LEFT BLANK 1. Executive Summary .................................................................................................................. 4 2. Environmental Analysis: .......................................................................................................... 5 2.1 The Marketing Environment: ............................................................................................ 5 2.2 Target Market(s): ............................................................................................................... 8 2.3 Current Marketing Performance & Objectives: ................................................................ 9 3. SWOT Analysis: ....................................................................................................................... 9 3.1 Strengths: .......................................................................................................................... 9 3.2 Weakness: .......................................................................................................................... 9
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A. White 3 3.3 Opportunities: .................................................................................................................. 10 3.4 Threats: ............................................................................................................................ 10 4. Marketing Objectives: ............................................................................................................ 10 5. Marketing Strategies ............................................................................................................... 10 5.1 Marketing Mix: ............................................................................................................... 10 6. Marketing Implementation: .................................................................................................... 12 7. Performance Evaluation: ........................................................................................................ 12 8. Additional Information ...................................................................................................... 12-14 9. Bibliography……………………………………………………………………………..…14
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A. White 4 Executive Summary Strategic 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 Background Ashley’s café anticipates opening in the Fall of 2017. The café will open in the suburbs of New 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.
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A. White 5 Environmental Analysis The Marketing Environment The 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.
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