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1CoffeeVilleMARKETING PLAN47380 - MARIA ISABEL MORALES ARAGON
3Table of Contents COMPANY SUMMARY4INTERNAL ANALYSISANALYSIS OF THE CURRENT SITUATION ON MARKETING5GENERAL ANALYSIS7SWOT ANALYSIS 7MARKETING STRATEGY FOR CoffeeVille 2020TARGET MARKETING8MARKETING OBJETIVES9MARKETING STRATEGIES10CONCEPT MAP OF THE PROMOTION STRATEGIES13PROFITABLE ANALYSIS 14RELEVANT OBJETIVES AND GOALS 17RELEVANT ORGANISATIONAL DOCUMENTATION17APPENDIX 1: IMPLEMENTATION PLANOPERATINAL PLAN18MONITORING SUCCESS OF CONVERGENT MARKETING ACTIVITIES 19REFERENCES23
4INTERNAL ANALYSISCOMPANY SUMMARYCoffeeVille is a family owned business managed by Emma and Rufus Belcastran. The coffee shop has been operating since 2009 and is located in the city, serving the large population of the city of Melbourne from Monday to Friday from 7 am to 5 pm, offering high-quality products and the option of being gluten-free. Breakfasts, lunches and drinks are offered in a sophisticated, elegant and friendly atmosphere. Emma Belcastran is focused in manage most of the marketing activies while Rufus Belcastran focus in manage market and marketing research and is the person who liase with external consultancies. The Coffee Ville mission is focused on offering a unique coffee experience that is compelling for the discerning Melbourne customer. For this reason, high-quality products are offered, both hot and cold gourmet food with fair prices compared to the competition and the highest level of customer service.The goal that the company wants to achieve is to establish itself as a main supplier of coffee and go-FAR OFFICE. (Designer Firm). (2017). 101 Café [digital image]. Retrieved from -ce-coffee-lovers/urmet foods for the city of Mel-bourne, which is why the plan is to expand to strategic areas in the financial district of the city. The restaurant is located in the city of Melbourne in the CBD area. It is a premises of around 90 square meters with a table space for about 15 clients and has 8 full-time employees plus casual employees. The restau-rant provides services of take away (70%), sit down (15%) and catering (15%).
5ANALYSIS OF THE CURRENT SITUATION ON MARKETINGFor 11 years (2009-2020) CoffeVille identified the key characteristics of the market in which it develops to satisfy the needs taking advantage of the strengths it has and trying to minimize the risks it faces. This information has been sourced through: Melbourne Chamber of Commerce reports, market research purchased from private consultancy (Action Marketing), marketing research undertaken by CoffeeVille and Action Marketing on targeted consumer groups such as information collected at point of-sale through website traffic monitoring, social media monitoring, interviews, and surveys (CoffeeVille Marketing Plan, 2009).