With a growing distrust of large-scale corporations, consumers are beginning to seek other options. Barn Bistro seeks to fulfill the desires of consumers by offering a high-quality coffee that is competitively priced among other coffee options. By keeping our overhead low and
4Marketing Plan fo Barn Bistroquality high we will carve a niche in the industry that will only grow with every consumer we service.2.Company DescriptionBarn Bistro is a small café that sells coffee and other beverages. Located in Austin, Texas it is uniquely located near the University of Texas. The school with its total population of over 50 thousand students and the surrounding metroplex puts Barn Bistro in an optimal position for attracting plenty of consumers. With our small space needs of only 1,500 square feet, being owned and operated by a small group of friends and family, and reliance on technology like social media our company is designed to run streamlined to push those financial saving onto our consumers and offer competitively priced high-quality products. Austin, Texas has also embraced the idea of sustainable urban agriculture. By Barn Bistro using these raw materials we can ensure the freshness of our products and develop a positive image in the local community.
5Marketing Plan fo Barn Bistro3. Strategic Focus and PlanA. Mission /Vision Statement.Here at Barn Bistro we have a three-part mission statement. Social Mission: “Making our Neighborhood Better, One cup at a time”.Product Mission: “Offering the freshest high-quality local goods that our consumers deserve”.Economic Mission: “Embrace new technology to ensure that we stay financially competitive no matter the size”.B. Goals.Become recognized as one of the top 15 coffee shops in Austin on (foursquare.com)Attaining a profit margin of 15%Attain a strong community presence.The majority if not all raw goods purchased through local vendors.C. Core Competency and Sustainable Competitive AdvantageCore Competency: Barn Bistro’s principle of making every business decision based on not only profit but what is best for the community at large is what allowsit to be different from all the other big box coffee corporations.Sustainable Competitive Advantage: Barn Bistro’s low overhead allows it to buy higher quality products and still offer competitively priced products. Also, Barn
6Marketing Plan fo Barn BistroBistro can concentrate on the Austin, Texas market specifically and maintain a higher community presence which is something larger corporations just cannot dowith incurring a much larger expense.
7Marketing Plan fo Barn Bistro4. Situation Analysisa.SWOT analysisb. Industry AnalysisIn the United States alone there are 52 million coffee drinkers of which 66 percentbuy their coffee from outside the home. (sbdcnet.org)The coffee consumption has risen by 9 percent from 2000 to 2016. (sbdcnet.org)c. Competitor AnalysisInternal Strength:•Very Short Company Organization (Low Overhead)•
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