The Green Bean Coffee Stop 2
Student Marketing Plan for
“The Green Bean Coffee Stop”
Your organic coffee shop
Where you can “Be your own Barista”
Marketing plan present by: Jessica Pacheco, Cheryl Cash, and Erika Duckworth
Table of Contents Pages 1. Background 1 2. Strategic Focus and Plan 1 Mission Statement 1 Goals 1 Competitive Advantage 2 3. Situation Analysis 2 SWOT Analysis 2,3 Competitor Analysis 3 Company Analysis 4 Customer Analysis 4
4. Market-Product Focus 5 Marketing and Product Objectives 5
Eviromental Scan………………………………………………………………………….....5 Market-Product Grid 6
Gap Analysis……………………………………………………………………………….7
Target Market………………………………………………………………………………7
5. Marketing Program 8
Product strategy……………………………………………………………………………………………………………8
Promotion strategy……………………………………………………………………………………………………….9
Place strategy………………………………………………………………………………………………………………9
Price strategy……………………………………………………………………………………………………………….9
6. surveys ………………………………………………………………………………………………………………10 ,11
Executive summary…………………………………………………………………………………………12
References………………………………………………………………………………,,13
Background
The green bean is a new, organic coffee shop in Houston Texas located in the lucrative Galleria area. It’s a shop with different types of machines with several delectable tastes of coffee, specializing in cappuccinos.
Our new, innovative, organic coffee shop its located in an upscale area, where several business people like to go and get there cup of delicious types of cappuccino. The cappuccino machine was created with the idea of not having to go to a coffee bar and having to wait for the cashier to get your coffee. This place becomes busier during breakfast times and at night. Our client base consists of about 3,500 people who earn around $30,000- $35,000 a year and also people that earn 45,000-95,000 a year. As a general rule, they enjoy taking advantage of their beautiful location by shopping and doing business in and around the Galleria mall.
“The Green Bean Coffee Stop”
Your organic coffee shop
Where you can “Be your own Barista”
Marketing plan present by: Jessica Pacheco, Cheryl Cash, and Erika Duckworth
Table of Contents Pages 1. Background 1 2. Strategic Focus and Plan 1 Mission Statement 1 Goals 1 Competitive Advantage 2 3. Situation Analysis 2 SWOT Analysis 2,3 Competitor Analysis 3 Company Analysis 4 Customer Analysis 4
4. Market-Product Focus 5 Marketing and Product Objectives 5
Eviromental Scan………………………………………………………………………….....5 Market-Product Grid 6
Gap Analysis……………………………………………………………………………….7
Target Market………………………………………………………………………………7
5. Marketing Program 8
Product strategy……………………………………………………………………………………………………………8
Promotion strategy……………………………………………………………………………………………………….9
Place strategy………………………………………………………………………………………………………………9
Price strategy……………………………………………………………………………………………………………….9
6. surveys ………………………………………………………………………………………………………………10 ,11
Executive summary…………………………………………………………………………………………12
References………………………………………………………………………………,,13
Background
The green bean is a new, organic coffee shop in Houston Texas located in the lucrative Galleria area. It’s a shop with different types of machines with several delectable tastes of coffee, specializing in cappuccinos.
Our new, innovative, organic coffee shop its located in an upscale area, where several business people like to go and get there cup of delicious types of cappuccino. The cappuccino machine was created with the idea of not having to go to a coffee bar and having to wait for the cashier to get your coffee. This place becomes busier during breakfast times and at night. Our client base consists of about 3,500 people who earn around $30,000- $35,000 a year and also people that earn 45,000-95,000 a year. As a general rule, they enjoy taking advantage of their beautiful location by shopping and doing business in and around the Galleria mall.
References: Supplies: http://www.ecoproducts.com/products Coffee supplier: http://www.greenbeanery.ca/bean/catalog/organic-green-beans-wholesale-c-24_34.html?osCsid=6829ef6a0d4f62dddd7d0173243b9ea9 Competitor research: http://www.starbucks.com/