Beyond the Bean
Beyond the Bean (Case A)
Lecturer:
Authors:
Name: Student number: Group:
Contents
Executive Summary
The company’s main objective is to introduce ‘; Beyond the bean’’ to the Canadian market in London Ontario on the Richmond road and open up a café for mainly students, to get together and serve as a recreational center. This will be possible through the café and/or by having a variety of board games for the public. The initial approach will be to gain a market share for leveling out the playing field and being a root competitor for similar types of businesses. In the external and internal analysis you will be able to find all the necessary information that will provide you with a generous overview of the company’s operations and progress. For your convenience the analysis has also been summarized in the SWOT analysis.
The key SWOT-elements chosen are as followed:
●∫Strength: Innovative café / high growth rate industry
●∫Weakness: Entering a new market segment with no similar type of experience.
●∫Opportunity: Big (potential) target market (Students).
●∫Threat: Similar competitors with large market share + entering unknown market.
Based on the SWOT analysis and Porter’s five forces model, objectives were defined in order to achieve our main objective:
Long-term objective Reaching a bigger market share and maximize profit within 3 years.
Short-term objectives 1) Enter new market segment 2) Managing costs effectively and lower the monthly costs. 3) Creating brand awareness. 4) Realizing a 3% per month profit increase
Introduction
Beyond the Bean is a new café that specializes in gourmet coffees and related beverages (espressos, lattes, cappuccinos, teas, etc.) where customers could also rent tables and play board games.
In this section we detail marketing plan for Beyond the Bean, based on case facts and assumptions made by the marketers.
The marketing plan includes an full analysis of the
Lecturer:
Authors:
Name: Student number: Group:
Contents
Executive Summary
The company’s main objective is to introduce ‘; Beyond the bean’’ to the Canadian market in London Ontario on the Richmond road and open up a café for mainly students, to get together and serve as a recreational center. This will be possible through the café and/or by having a variety of board games for the public. The initial approach will be to gain a market share for leveling out the playing field and being a root competitor for similar types of businesses. In the external and internal analysis you will be able to find all the necessary information that will provide you with a generous overview of the company’s operations and progress. For your convenience the analysis has also been summarized in the SWOT analysis.
The key SWOT-elements chosen are as followed:
●∫Strength: Innovative café / high growth rate industry
●∫Weakness: Entering a new market segment with no similar type of experience.
●∫Opportunity: Big (potential) target market (Students).
●∫Threat: Similar competitors with large market share + entering unknown market.
Based on the SWOT analysis and Porter’s five forces model, objectives were defined in order to achieve our main objective:
Long-term objective Reaching a bigger market share and maximize profit within 3 years.
Short-term objectives 1) Enter new market segment 2) Managing costs effectively and lower the monthly costs. 3) Creating brand awareness. 4) Realizing a 3% per month profit increase
Introduction
Beyond the Bean is a new café that specializes in gourmet coffees and related beverages (espressos, lattes, cappuccinos, teas, etc.) where customers could also rent tables and play board games.
In this section we detail marketing plan for Beyond the Bean, based on case facts and assumptions made by the marketers.
The marketing plan includes an full analysis of the