1. Presented on: Business plan for Coffee Shop Presented by: Group no: 5 Name Roll no Rajgor mohnish 27 Patel sandip 24

2. Expression Express your feelings beyond your dream

3. Content of marketing plan for Expression coffee shop Executive summary Situational analysis Marketing strategy Financial projection Implementation control

4. Executive summary Expression coffee shop is a coffee shop located at Athwalines near new court, surat, Gujarat. Expression coffee shop serves all type of coffee to provide refreshment. Expression focus all type of customers such as youngsters, mature, children, professionals etc. it also serves verity in coffee and new innovations with coffee. It adopt eco friendly environment for our coffee shop. We serve coffee in clay cup. There are eco friendly furniture use in coffee shop.

6. Situational Analysis Expression is in its first year of business as a start-up business. It recognized the fact that a comprehensive, strategic marketing plan is required to ensure profitability and success. Expression offers verity in coffee. The market need is for coffee shop that provide refreshment, convenience and reasonable price charged. Situational analysis also include Project at glance Market needs SWOT analysis Key to sucess

7. Project at glance Shop name : Expression coffee shop Product : Coffee Location : Athwalines (surat) Capacity : 4800 cups/month Raw material : Coffee bean, Milk, Sugar, Cream, Ice- cream, Chocolate Land : 1000 sq.ft Labor : 4 Cost of Project : 2815000

8. Product description Expression’s unique roasting style flavored coffee Cold Coffee with chocolate ice-cream Coffee with cinnamon stick Hot coffee Coffee with cream Black coffee Sugar free

9. Market need Convenience : the area of coffee shop is convenient for valuable customer because it is near to new court and college area Customer services : servicing the customer with superior attention is what the employee are trained to provide Competitive pricing : the price of coffee is bit more than a traditional competitor like Nescafe. But far less than coffee culture and café coffee day.

10. Objectives Increasing sales by 30% in a year Retain customer satisfaction To provide eco friendly environment. To provide different types of innovative products as per customer’s teats and preferences.

11. SWOT Analysis Strength : Ensure quality of product Focusing on customer teats and preferences Pricing policy Convenient area Friendly environment Weakness : Existing competitors Limited range of coffee Difficult to maintain

12. Opportunity : Introduce online/ telephone order system Developing new product and services in future New machines of coffee maker are introduce in market Threats : Government rules and regulation  Key to success Convenience Customer attention Pricing policy

13. Marketing strategy Vision : to make well known coffee shop of the city Mission : to save the world from mediocre coffee. Purpose : to deliver an unbeatable coffee experience. Punch line : “express your feeling beyond your dream”

14. Target market :  Middle class, students, professionals, and youngsters who like refreshment in their busy schedule  Children who love sweet and cold coffee Advertisement :  In local news paper  Store front display

15. Positioning Expression competitive edge is based on customer taste and preferences. There is exestitiing competitors in the market so its difficult to survive in market so we more focus on youngsters and students and for those we provide entertainment source like customer play musical instruments in our shop.

16. Marketing mix Pricing: expression pricing scheme will be based on a competitive pricing model with other similar product providers Distribution: Expression products will be dispended from our one and only shop. we provide home delivery. Promotion : our shop is located in traffic area so it will significantly increase visibilities. Customer services : we provide products base on customer’s taste and preferences.

17. Financial Projection  Break Even Point B.E.P (in Rs.) = Total F.C / Contribution * sales = 900000 / 1500000 * 2400000 = Rs.1440000 p.a

18. Annual forecasted Cost for five years Particulars2011-122012-132013-142014-152015-16 Plant efficiency85%87%90%93%95% (A) Variable cost Other exp Raw material9340001027400113014012435601347470 Crocary1000012000150001700020000 Power & Water18000 Total(A)9620001057400116314012785601385470 (B)Fixed cost Other F.C900000 Interest400000 M/C repairs5000 Depreciation32700 Total(B)1337700 Total(A+B)22997002395100250084026162602723170

19. Forecasted sales for five year YearAmount (Rs.) 2011-123400000 2012-134200000 2013-145000000 2014-155700000 2015-166000000

20. Implementation control The purpose of expression marketing plan is to serve as guide for the business. The following area will be monitoring to gauge performance:  Revenue: monthly and annual  Expenses : monthly and annual  Customer satisfaction

21. Thank you