Book Store With A Cafe Included Marketing Essay

Book Store With A chocolate bar Included marketplaceing EssayWe set forth chosen a bulk barge in with a cafe included. We defecate chosen this as cocoa shops and track record inventorys argon popular in the city. We wee also chosen Auckland Citys, poof Street (main downtown) as our prime location. Since there atomic number 18 many b entrap business organizati unitarys and universities, this seemed like the best location. Our grade market for our produce/ service bequeath be ranging from the sequences of 20 and everywhere. We bring forth these groups as our tar make grow audiences beca wasting disease 20 to 25 twelvemonth olds argon nearly likely to be university students. 25- 50 year olds is the working group that we submit also targeted, this age group is roughly likely to g let out for umber while on breaks. Our older target market consists of ages 55 and onwards. This age group was chosen because many mickle sport every left the workforce or retired. Re tired citizens receive the favor qualified plus card which gives them the privilege to travel free on universe transport after 9 am. Many tidy sum in this age group tend to gather friends and go out.Market Analysis diffusion CHANNELSUPPLIERAs we testament be running a combined harvest-tide/ service company, our scattering stemmas for both would be different. For the holdstore our statistical distribution channel would beCONSUMERretailerThis would be the most appropriate distribution channel as books imparting be bought directly from the supplier, which than pull up stakes be sold on to the retailer ( colony Poets coffeehouse) and then passed onto the consumers. A certain dower of mark up entrust be added be bowing sold on to the consumer.Our java house distribution impart be different as this will require more than three channels. mathematical products for the coffee house target either be bought directly from the producer or from the whole exchanger who steals i mage the producer. Coffee houses will generally use both. So our distribution channel will consist of three channels.PRODUCERWHOLESALERORRETAILERCONSUMERRETAILERCONSUMERENVIRONMENTAL ANALYSISDemographic- our demographic ranges from age 20 to 55 plus. Our demographic market is so wide because of the combination of the bookshop and coffee store. The 20 25 age groups are principally focused for the book store. This is because of the surrounding tertiary institution. As this is a book store and a coffee store, students that visit coffee shops usually like to sit and save a read. With both stores combined, students coming to buy git also be go ond to buy a book or stationery. This track income will be generated from both the stores. Other age group of this geological formation is mainly focused on the coffee house. This is the best place as people privy just read and slacken.Technology- technologies energize huge impacts in businesses. As many new technologies surrender been d eveloped, many jobs that needed human ride were replaced by machines. It is the sasme for books, as many application become been developed that makes it realiz adapted for readers to download and read books e.g. eReader and kick up. This means that less people are purchasing fewer books. This also means that book stores are not generating as much income as they did. This is an abstacle for our book store as we will have to think of ways to attract guests to come into our store. Technology can be our biggest ingredient.Politics- the totally political factor that will affect the coffee store are the health and safety and food safety mea reliable. We will have to be able to get food safety certificates in order to run the coffee house effectively. We will also need to have effective pest control measures in place. If we fail to comply, the local council can penalise and this will affect the businesses reputation in the community.Natural Forces- for the coffee shop, the coffee b eans would be imported from elsewhere. If not from anformer(a) country than it would emphatically be bought from a wholesaler who may import beans from another country. E.g. Ethiopian Sidamo picturesque Trade Coffee beans from www.globalcoffee.co.nz. If there was a flood or drought in Ethiopia, than this may mean that the beans will be unprocurable for some eon and we may need to find alternatives. Other innate(p) forces that can affect the business are earthquakes. As these are fit common in New Zealand, we have to ensure that the premises are insured. Earthquakes could cause a lot of damage and may result in the premises being shut down for some time. Income will be lost for that time being.COMPETITIVE ANALYSISOur main product of the store will be coffee and books. But as we are perceiving coffee as our main source of income, we will have to do lots of track downing. We will lots of competitors at the location we are based on. Since we are located on queens street, our ma in competitors for coffee will be Starbucks/ McDonald McCafe, and for books will be Whitcoulls. We will compare monetary values for coffee. Prices of books will also be compared with the likes of Whitcoulls.ChannelMarketCommentsInternet Amazon.com (Books)Ficton/Books/MagazinesLee Child story boo. k- A Jack Reacher Novel for 18.48 and Where We Belong for 16.78Amazon offers an easy pathway for book lovers to buy books online. These are easily dispatched. Village Poets Cafe will have to have promotions that would want to make the customers come to the shop and get the books. local Market- e.g. WhitcoullsWhitcoulls are really achievementful in New Zealand. They usually have cheap offers on books e.g. container sale.To maintain steady sales we will have to campaign on books with complimentary coffee perhaps or buy 2 books and get a coffee free.Local Market Starbucks and McDonalds (McCafe)Starbucks will be our main competitor. McCafe will also be competitive as they are more convenien t for people and usually offer promotions much(prenominal) as Free Muffins.Established brands that take over will be a great way to test quality of coffee. commercialise MEASTUREMENTS guest PerceptionsNo formal measurement of customer perceptions has been undertaken as but. We are importation to measure the perceptions through the advertisings. However, it is expected that customer response may be positive because of the convenience.Market ShareMarket share is not yet considered at this stage.Other ConsiderationsObservation and feedback will be used as tools to measure the market against the competitors. For e.g. foot traffic and sales can be measured against competitors. Feedback from customers and determining the right price for the products/ go can be used to set up pages on social networks e.g. Facebook and also give-and-take paper advertisements.PROFITABILITY AND PRODUCTIVITY ANALYSISIn the current shape of the business, we are wanting to breakeven in the first few months . The network margins will be very narrow. There will be lots of over heads to consider e.g. equipment purchase, employees, training, packaging, utensils, resources, rent, and electricity.Product 1Large CoffeeProduct 2PastriesProduct 3BooksRetail Price4.603.0029.99ExpensesCoffee Beans0.45Paper forms0.15 onus Inwards0.450.205.00Electricity0.700.501.50Ingredients0.600.70Total Expenses per product2.351.2016.50Gross Profit per product2.251.8013.40Total gross profit altogether is 17.45. A projected sale for one week is $2000.180 cups of coffee x 4.60 = $828four hundred pieces of pastries x 3.00= $1200100 books x 29.99 = $29999 which equals to $5027.Product 1Product 2Product 3Gross Profit2.251.8013.40Market Sales180400100Total Sales$405$720$1340PC 1.2a.) Cultural Factors-Peoples views of nature/ engine room as technology is expanding it is coming up with ideas that makes things available on fingertips e.g. Kindle book reader. This in many ways lessens the environmental factors. Peoples views of the organisation- we will have to demonstrate that we as an organisation are trust worthy. We will have to adopt and ask for opinions and suggestions to accurately monitor and measure sustainability and customer perceptions.b.) ethical Factors We will be using Fair Trade coffee beans as well as coffee cups that are reclaimable. We may also encourage customers to buy coffee cups that are reusable. Reusable coffee cups can be made available in store if we market it the right way and make its benefits bold. Recycling signs need to be emphasized on the cups. non recycling effectively can become an issue overtime, there fore best practices will be put in place from the start.PC 1.1 SWOT ANALYSISStrengths ( natural)Access to technology and teams having to necessary knowledge fellowship of local market and geographyAbility to design the store ourselvesimpuissance (Internal)Very less knowledge close to the finance of the business allow to rely on foot traffic at the this stageH aving to use only New Zealand suppliersOpportunities (External)Lots of new ways to market our products and services e.g. Facebook pagesMaking of more contacts with the suppliers locallyThreatsLots of competitors (McDonalds, Starbucks, Whitcoulls)WeatherNew competitors breakSuppliers not having enough short letter or running out of stockPART TWO MARKETING OBJECTIVESTo get effective marketing campaign for Village Poets Cafe.Some marketing objectives that we have decided on are wireless advertisements, flyers and facebook page. These marketing campaigns have been chosen specifically because they are the most common ways of making direct contact with potential customers.Our measures of success will be taken when the store has opened. We will conduct a little survey or just ask customers how they heard about the store.To make the objective attainable, we will have in place a set budget fro spending on campaigns and use resources or opportunities that may have been previously looked upo n. With the target market in place we will work towards on how much the marketing will cost.The goal is to work an effective marketing campaign before the store opens to get customer traffic whether it be foot traffic or by other means. To find out whether the main objective had been achieved or not, will only be cognize when store has commenced business.Whether if the marketing campaign has been achieved or not will be known when the store opens but a time frame that we have given for marketing the store is at least 3 weeks.PART THREE OPERATIONAL PLANPC 1.3Activities, Responsibilities, patness and ResourcesActivitiesResponsibilitiesTimelinessResourcesFlyersTo create attractive flyers with promotions that would be eye catching and perhaps a glimpse of the store. Flyer to be colourful and should be cunningZabeen/ ShaistaTo be produced before the store opens and be distributed prior to opening (one week)Laptop, Google, promotional materials, Paper, Ink.Radio salesTo establish radi o stations that would be germane(predicate) to our audiences. Responsible for running adverts and scripting them. Need to sort out the suitable propagation e.g. morningsAmandipTwo weeks before opening and two weeks after openingMarket/ geographic researchTarget audiencesMaterials e.g. information for advertisingFacebookTo establish a Village Poets Cafe page on facebook. Also in deposit for ongoing maintenance of the page and updating with photos and posts.KrishneelPage to be completed and up and running by the opening of the shop.OngoingLaptop and digital camera.COMMUNICATION PLANAs a medium based organisation, we have a communication plan that shapes our organisation. The communication plan is for our internal and extraneous shareholders. Our values shape our communication plan. Our values areHonesty our motives should be honest. Our customers and staff will be treated with honestly and work must be done with honesty.Respect be respectful towards customers and staff. By doin g things with respect, business ethics will become stronger.Stakeholder MaterialityTo assume with the stakeholders, we as an organisation need to understand what resources are important for them. For most stakeholders, money is the biggest factor and rely on that as it is their livelihood as well as ours. Some of our stakeholders areCustomers- customers should receive value for their money. In return we propose them with coffee that is rich and offers value for money. E.g. large cappuccinos for $3.60. We would also stress on customers bringing in their own cups as a plan for promoting neat environmental practices.Suppliers- need to be paid on time. This helps to create a relationship that can be mutual later on. Applying with the legislative rules and components and paying rent on time. Use the infrastructure and the facilities available on billet regularly.Community- making sure that we also promote on environmental factors and cycle and throw away garbage appropriately and k eep the business unused and tidy at all times.CONTINGENCIES AND OPTIONS FOR IMPLEMENTATIONSome risks that Village Poet Cafe may face are poor weather, conflict with suppliers, staff shortages.luckProbabilityImpactRatingContingencyPoor weather122Business perchance very slow on some wet days, on rare cases. laughingstock have rainy day promotions e.g. buy a book and get a cup of coffee free.Conflict with suppliers (Books and other wise)133Can be disruptive if bills are not paid on time. batten to pay bills on time and build trust over time. mental faculty shortages122Have enough staff to viewing all shifts. Also employ students on part time / episodic basis who are trustworthy.PROVISIONS FOR DATA ACQUSITIONSince we are using flyers, radio and facebook as our intended ways of advertising, the best way to keep info acquisitions is to record daily sales. Also get the customers to give feedback on a form which could state them to tell us where they heard about Village Poets Cafe. Complaints and compliments can also be used to record feedback.MARKET POSITIONINGVillage Poets Cafe is a cafe with a bookstore which is not common in the New Zealand market. Village Poets Cafe wants to allow for the best service to its customers in terms of providing the best coffee and a place for the customers to relax and unwind.Competitors such as starbucks, McDonalds, Whitcoulls are well known brands around the globe, but they dont provide the benefits of buying a book and fetching time out to buy coffee as well and relax at the same time.Village Poets Cafe are to make sure and emphasise on this benefit of the store. We are to also emphasise on the Fair Trade Coffee beans that are to be used and recyclable coffee cups.MARKET MIXAt Village Poets Cafe we will focus on the 4PsProduct- our focus is on coffee and books under one roof. Our focus is on why customers should come to us. It provides them with the benefit of being able to buy a book or magazine and relaxing afterwards with coffee. The advantage for our customers will be that they will also be able to sit and read there. People will come in for either on of the products. It is likely that at least coffee maybe purchased.Pricing- our price for a standard coffee is 4.60 which allows us to make a profit of $2.25. this price us reasonable when compared with our competitors. Prices off books will differ and maybe the same prices in some cases. Using schemes such as faithfulness cards can be handy as it can be another way of promoting our store.Promotion- our products/ services are marketed using flyers, radio and facebook pages. Since we are a new business starting up, we will be working on attracting customers locally first. We will also be running promotions on buying 5 cups of coffee and get the 6th free. Also be running loyalty card schemes where a customer can get 10% after their 3rd purchase on the books. Market bonds can be made stronger when really interacting with customers and delivering wit h what they want.Place- as we are located on Queen Street, we wont be focusing on reaching out to new markets. We will be focusing on getting formal in the current market. By 2013, we may look at expanding out of Queen Street.QUALITY CONTROLSQuality coffee will be an underlying part for Village Poets cafe. We are ensuring that our coffee will be of Fair Trade and of top quality. We want to give customers, value for their money. Quality controls will be our focus and regular customer feedbacks will help us keep on track.EVALUATION PROCESSES AND CRITERIAEvaluation processes and criteria are embedded in the objectives.STEP 7 (PC3.2)Other marketing activity and potential synergiesInternal synergiesWith Village Poets Cafe, inter synergies are very limited.External synergiesWe would need to engage with partners e.g. Fair Trade dealers to create a more environmental environment.