Nadesia Christy Polii

15061103060
Globa Marketing
B class

MARKETING PLAN OF KAFFEE SHOP

Executive Summary
Kaffee shop is a unique local coffee house that provides a friendly, effective place where singles can
meet. Kaffee shop has a unique service called the structure conversation system that is quite effective
for allowing singles to meet each other and provide them with valuable insight into the other person
through reflective conversation. The structured system provide an atmosphere that lowers inhibitions
and breeds confidence allowing singles to meet other singles and gain insight into their personality by
their personality by way of thoughtful discourse.

Mission
Kaffee shop mission is to provide a neighborhood coffee shop where people can meet. We exist to
attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our
services will exceed the expectations of our customer.

Market Needs
Kaffee shop is a unique coffee shop that is organized to try to facilitate new friendship. The Kaffee shop
will offer a changing menu of assorted drinks in conjunction with a structured conversation system.
Kaffee Shop seeks to fulfill the following benefits that are important to their customers.
 Selection : A creative choice of beverages and a well-constructed conversation system.
 Accessbility : The patron will gain access to the Kaffee shop with minimal waits and long
business hours.
 Customer Service: The customer is always right
 Competitive Pricing: All products will be competitively priced relatively to the competition.

Market Trends
The market trend is headed toward a more sophisticated customer. The bar patron today is more
sophisticated in a number of a different ways:
 Food quality : The preference for higher-quality ingridients is being reinforced as
customer are being subjected to an increasing number of options.
 Access to meeting people: people are tired of being singled and are looking for ways to meet
like-minded individuals.

Marketing Objectives
 Develop brand awareness through a steady , month to month increase of new customers.
 Nadesia Christy Polii
15061103060
Globa Marketing
B class
 Develop an increase in sales while achieving a status quo state or decrease in marketing
expensing.
 Develop awareness of the structured conversation system measured by customer coming to the
Kaffee Shop solely for meeting people.

Financial Objectives

 A double digit growth rate for each future year.

Marketing Mix

The kaffee shop’s marketing mix is comprised of these following approaches to pricing, distribution,
advertising and promotions and customer service.

-pricing : the pricing scheme is based on standard industry practices

-Distribution: all services and products will be distributed from Kaffee shop’s retailer

-Advertising and promotion: the advertising will be promote weekly. Additonally, strategic relationship
will be developed with the other companies.

-Customer Services: obsessive customer attention is the mantra. The kaffe shop’s philosophy is to do
what ever needs to be done to impress the customer.

SWOT ANALYSIS
The following SWOT analysis captures key strength and weaknesses within the company and describes
the opportunities and threats facing the Kaffee Shop

Strength
 Strong relationships with third party vendors.
 Excellent staff who are highly trained and customer attentive.
 The structured conversation system.

Weakness
 Nadesia Christy Polii
15061103060
Globa Marketing
B class
 The Kaffe shop limited brand equity
 The struggle to continuallyhave current and new conversation topics.
 A limited marketing budget to develop brand awareness.

Opportunities
 A growing market with significant percentage of the target market still unaware of the Kaffee
shop
 Increasing sales opportunities as people become familiar with the advantages of the
structured conversation system.

Threats
 Competition from taverns
 Competition from other sources of singles meeting events.
 A slump in the economy which will decrease discretionary

Target Market
The kaffee shop’s customer can break down into two groups, singles, and non-singles. The non singles
group are smaller than the singles groups by virtue of the fact that if you are meeting someone.
The demographic:
- Professional : this characteristic is intuitive since the underlying element of Kaffee shop is thoughtful
conversation and most professional appreciate thought-provoking conversation.
- Income over Rp. 2.900.000: this is to large degrees is correlated to the fact that they are professional.
- Age 22-45 : The largest group of singles looking for compansion.
-
Positioning
The kaffee shop will position itself as a reasonably priced coffee house that has an innovative,
effective systems for allowing singles to meet each other
The Kaffee shop’s positioning will leverage competitive edge:
- A unique approach to getting singles together called the structured conversation system .
- This system is a competitive edge because most coffee house do not have a niche that they are
concentrating on.
- The kaffee shop is distinguished by the fact that their business model concentartes on developing
value for customers beyond serving drinks.