Marketing planCafe 咖啡店营销方案英文Word下载.docx

Marketing planCafe 咖啡店营销方案英文Word下载.docx

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ColloquyGrogShopwillleveragethisinformationtobetterunderstandwhoisserved,theirspecificneeds,andhowtheGrogShopcanbettercommunicatewith 

them.

MarketAnalysis

2001

2002

2003

2004

2005

PotentialCustomers

Growth

CAGR

Singles

9%

210,987

229,976

250,674

273,235

297,826

9.00%

Non-singles

7%

134,432

143,842

153,911

164,685

176,213

7.00%

Other

0%

0.00%

Total

8.23%

345,419

373,818

404,585

437,920

474,039

MarketNeeds

ColloquyGrogShopisauniquebar/coffeeshop/tapashousethatisorganizedtotrytofacilitatenewfriendships. 

TheGrogShopwillofferachangingmenuoftapas,microbrews,andassortedcoffeedrinksinconjunctionwithastructuredconversationsystem. 

ColloquyGrogShopseekstofulfillthefollowingbenefitsthatareimportanttotheircustomers.

∙Selection:

acreativechoiceoffoodanddrinkandawell-constructedstructuredconversationsystem.

∙Accessibility:

thepatronwillgainaccesstotheGrogShopwithminimalwaitsandlongbusinesshours.

∙Customerservice:

thecustomerisALWAYSright.

∙Competitivepricing:

allproductswillbecompetitivelypricedrelativetothecompetition.

MarketTrends

Themarkettrendisheadedtowardamoresophisticatedcustomer. 

Therestaurant/barpatrontodayismoresophisticatedinanumberofdifferentways:

∙Foodquality:

thepreferenceforhigher-qualityingredientsisbeingreinforcedascustomersarebeingsubjectedtoanincreasingnumberofoptions.

∙Qualityconversation:

patronsarerecognizingintellectualconversationscanbehadinbarsettingsandwouldpreferthisovernormalbartalk.

∙Accesstomeetingpeople:

peoplearetiredofbeingsingleandarelookingforwaystomeetlike-mindedindividuals.

MarketGrowth

In1999,theglobalbar/restaurant 

marketreached$24billiondollars. 

Alcoholsalesareestimatedtogrowby9%forthenextfewyears. 

Thisgrowthcanbeattributedtoseveralfactors. 

ThefirstfactorisAmerican'

srelianceonalcoholforsocialization. 

Thisfactorisintuitiveasalcoholbreaksdownsocialinhibitions.

Anotherfactoristhetrendtoeatanddrinkoutsideofthehome. 

ThisoccursasAmericansworklongerandlongerhoursduringtheweek. 

Eatinganddrinkingoutisaconveniencethatmanyarewillingtopayfor. 

Italsoprovidescontactwithmorepeople.

SWOTAnalysis

ThefollowingSWOTanalysiscaptureskeystrengthsandweaknesseswithinthecompanyanddescribestheopportunitiesandthreatsfacingtheGrogShop.

Strengths

∙Strongrelationshipswiththirdpartyvendors.

∙Excellentstaffwhoarehighlytrainedandcustomerattentive.

∙Thestructuredconversationsystem.

Weaknesses

∙TheGrogShop'

slimitedbrandequity.

∙Thestruggletocontinuallyhavecurrentandnew 

conversationtopics.

∙Alimitedmarketingbudgettodevelopbrandawareness.

Opportunities

∙AgrowingmarketwithasignificantpercentageoftheofthetargetmarketstillunawareoftheGrogShop.

∙Increasingsalesopportunitiesaspeoplebecomefamiliarwiththeadvantagesofthestructuredconversationsystem.

∙Theabilitytolowervariablecoststhroughefficiencygains.

Threats

∙Competitionfromtaverns.

∙Competitionfromothersourcesofsinglesmeetingevents.

∙Aslumpintheeconomywhichwilldecreasediscretionaryspending.

Competition

Thecompetitioncomesfromseveraldifferentsources.

Bars

Therearemanydifferenttypesofbarsortaverns. 

Somearebetterthanothersformeetingpeople,however,noneofthemhavethebusinessmissiontobringtogethersingles.

CoffeeShops

Coffeeshopsaretypicallyaneasy-goingsocialsettingthatdoeslenditselfforpeopletomeetothers. 

Conversationsoccurinpartbecauseofthehistoricalunderpinningofcoffeehouses,inpartbyvirtueofthefactthatthebackgroundmusicisnotblaring.Coffeeshopsrarelyhaveanytypeoforganizedactivitiestobringsinglestogether.

OtherEvents/ActivitiesAimedatBringingTogetherSingles.

Oneactivity/phenomenonthathasstartedinNewYorkCityandmovedtoafewotherlargercities（notincludingPortland）isanactivitythathasalongrectangulartablethatalwayshasoneseatopposingtheother. 

People 

sitdown 

withfemalesononesideandmalesontheother（thisseatingarrangementisforheterosexualgatherings）andwillhavealimitednumberofminutes（usually10）tochat.Typically,conversationscanbe 

aboutanything,howeveryouarenottorevealthejob/professionthatyouareinvolvedin,beyondthat,anythingisfairgame. 

Thetablerotatesandyouendupspeakingwithalotofdifferentpeople. 

Youthencreatealistofthetopfivethatyouwouldliketospeakwithagainandifthematchingpersonalsohasyouontheirlist,phonenumbersarereleasedtothetwopeople. 

Anotheractivitymightbesomesortofoutdooractivitylikehikingorraftinganditisorganizedasasinglesevent. 

Therearealsoothertypeofsinglesevents,toonumeroustomention. 

Lastly,thereareresourceslikepersonalsectionsinlocalpaperswherepeoplecan 

postorrespondtopersonaladvertisements.

Everypersonhastheirownmethodofmeetingpeople,some 

moreusefulthanothers. 

ColloquyGrogShop 

predictssingleswillabandon,oratleastsupplement,theircurrentmethodofmeetingpeoplewiththeGrogShop'

sactivitiesastheyarethoughtfullydesignedtoachievethegoalofintroducinglike-mindedindividuals. 

ProductOffering

ColloquyGrogShopsellsthefollowing:

Eight 

MicrobrewsonDraftand 

Bottled

Alcohol,specificallybeer,isservedfortworeasons. 

One,alcoholreducesinhibition,makingiteasierforpeopletomeetandinteractwithnewpeople. 

Two,andmoreimportantly,beer,particularlydraftbeergenerateswonderfulprofits. 

Microbeersarechosenbecausemicrobrewsareofhigherqualitythanlargeproductionbeersandourtargetsegmentprefershigher-qualitybeer.

Espresso,Cappuccino,Coffee,andotherCoffee/Espressodrinks.

Coffeeandcoffee-relateddrinksarehugelypopular,particularlyinthePacificNorthwest. 

Northwesternersexpectgoodcoffee/espressoatmostfood/drinkestablishmentsanditisoftenassociatedwithgoodconversation.

AnAssortmentof 

Tapas

Tapasarechosenbecausetheycanberelativelyeasytomake,theofferingscanbechangedfrequently,andtapasare 

morecommunityorientated,meaningtheyaredesignedforatable/multiplepeopletoshare. 

ThisreinforcesColloquyGrogShopmissionofbringingnewpeopletogether.

Theserviceofferingsarebasedonasystemforsinglestomeetnewpeople. 

Thisisaccomplishedthroughastructuredconversationsystem. 

TheGrogShopisdividedintotwosections,onesmallersectionoftablesthatisforpeoplemeetingpeoplethattheyalreadyknow. 

Theother,largersectionisthesectionoftablesforsinglestocomeandmeetnewpeople. 

Thissectioniscomposedof4-toptables（tableseatingforfour）whereacustomerwillcomeandsitdownatthetableamongotherpeople. 

Thetablewillbemarkedwithatopicofconversationinthecenter. 

Throughouttheeveningasthereisturnoverofthetableortheconversationisexhausted,theserverwillintroduceanewtopic.Thetopicsofconversationarefarreaching,somearerecentnewsorsports,whileothersareintellectual,andsomearephilosophical. 

Thebulkofthetopicswillbeofthelattervarietiesaspeoplethatareinterestedinmeetingpeoplethroughtheconduitofconversationwilltypicallypreferheavierstufftoprovidemoreinsightintothatperson.

Ifyouaskamajorityofsingle25-45yearolds,mostwillsaytheyhavedifficultymeetingnewpeople. 

Regularbarsarenotanidealplacetomeetpeoplebecausebeyondtheirvisualimage,itisquitedifficulttolearnanythingmaterialaboutthepersontodetermineiftherearesomecommonalities.Thetypicalbarhasloudmusicandisnotgearedupforseriousconversation. 

Barsarealsolessthanidealtomeetpeoplebecauseoftheuncertaintyorambiguitywhenmeetingnewpeopleatabar. 

Manypeoplefeeluncomfortableinsituationswheretheyarenotsurehowtoact.Theidealsituationtomeetsomeoneisduringanactivitythatismutuallyenjoyed,whetheritisatanartmuseumormountainbikingintheCascadeRange.

ColloquyGrogShopcreatesasettinginabar/coffeeshopthatencouragesthoughtfulconversation,all