New User? Start here.
Error goes here
Please upload all relevant files for quick & complete assistance.
Evaluating the marketing plan for the overnight café.
A marketing plan is very important for any organization in order to establish its respective business within the market segments. This research paper will help in evaluating the marketing plan for the overnight café. The café will offer customers gourmet coffees such as mocha, cappuccino, espresso, and latte, etc. In addition, to these items, tea as well as smoothies will be served with gracious pastries like bread, cookies, muffins and rolls and sandwiches and pasta. The company's duty will be to offer a relaxing atmosphere through cozy ambiance, pleasant customer service in order to satisfy the customers. Customer's satisfaction is the primary motive of the organization. The strengths of the association will be its top superiority of the management hold to the customers as well as to the employees. Starbucks is one of the top competitors in the grounds of café throughout the United States. The product will take in the quality and it availability for the customers of the organization. Overnight café will position itself as the reasonably priced coffee house delivering top quality of the coffee items to the respective customers. The pricing plan of the company is based on the usual rates offered within the industry practices. On the other hand, the marketing plan evaluates the marketing strategy and the financial activities of the organization.
Overnight Cafe will be a café located inDeKalb, Illinois. The café will be located near Northern Illinois University and will be a cozy café by focusing on the customer's convenience and needs. It will offer customers gourmet coffees such as mocha, cappuccino, espresso, and latte, etc. In addition, tea and smoothies will be served with complimentary pastries like muffins, bread, cookies and rolls and sandwiches and pasta. The café's structure will be a sole-proprietorship as it will be wholly owned by the owner, Charles Posejpal, who is a graduate in business administration and has experience with working in a local university coffee shop. Mr. Posejpal will invest initial capital to start the café and will be the top manager. As a manager of the café, he will be responsible for managing a small team of 10 employees.
As described earlier, the main product that the company will offer to its customers include gourmet roasted coffees, such as mocha, cappuccino, espresso, latte, and brewed coffee. The café will offer complementary products/services to its customers, such as tea and smoothies (strawberry, peach, mango, lemonade, orange, and berry based on seasonality). Moreover, a simple menu line will also be included in relation to the products like Panini, Mini Pizzas, Pasta, Grilled Sandwiches, Salad, Cinnamon Rolls, Cupcakes, Bread, and Cookies. All products will be fresh, healthy and of high quality. Moreover, the company will offer free books and magazines to the customers to read and relax in the café.
"The mission of the café will be to provide, healthy, high quality and fresh products to the customers and to be committed to the employees to ensure high-level customer service."
The mission statement of the company indicates that the aim of the café will be to develop a different place, where the customers cannot only enjoy coffees and other products but also, socialize and relax with the high-quality services (Hult, Pride & Ferrell, 2014). The company's mission will be to provide a relaxing environment through cozy ambiance, friendly customer service, and high-quality products along with the development of friendly communication between management and employees to increase customer satisfaction.
Innovation brings out the competitive edge for the companies operating throughout the world. The café will. Offer the wide range of the products and the taste will be quite different and amazing from that of the other café within that particular area. The cost pricing of the products will be quite different from that of the competitors (Hult, Pride & Ferrell, 2014). Moreover, the company will aim to deliver the best quality of the products as this will help in extending the barriers of the organization (Jensen, 2013). On the other hand, the customer services will of top quality as, “customer satisfaction is the main motive of the company”. The management team will look after the quality of the services and products delivered to the customers.
The strengths of the organization will be its top quality of the management support to the customers as well as to the employees (Levy & Weitz, 2007). The cafe will offer the wide variety of the products wait for top most quality as perceived by its respective competitors within the market segments.
The personnel and the finance section may lead to becoming the weakness of the organization. Therefore, the management team will look after the execution of the business process of the organization. The improper training to the employees many affect the organization, therefore, the managers will arrange perfect training for the employees of the organization (VanÄ›k, Mikoláš & Å½váková, 2012).
The increasing demands for the fast food and the coffee will help in attracting the customers towards the organization. This will provide an opportunity for the organization to increase the productivity as well as the profitability of the organization (Mishra, 2013). The implementation of the innovative tools and techniques will help in increasing the selling of the products and will increase the reputation of the company.
The other café’s and the competitors within the concerned area will provide a potential threat to the Overnight Café. The legislations from the government might cause a threat to the café in executing its business process.
The café are the increasing business sectors all over the country. The coffee consumption has shown high and steady growth throughout the country (Mullin, Hardy & Sutton, 2007). The demands for the coffee lovers are increasing rapidly and it suggests that the coffee industry has the bright future all across the world. The coffee consumption has received a steady growth of about 2.5% throughout the United States. The local climate having a long rainy season is good for the growth of a large amount of the non-alcoholic beverages.
Starbucks is one of the leading competitors in the field of café throughout the United States. The star bucks nearly hold 35% of the total market share all around the country, therefore, it will give a tough competition to the Overnight Café (Pinson, 2008). Another example of the competitors within the Unites States is the Café Roma. PJ's Coffee & Tea, Java Dave's and New World Coffee are the major competitors in the field of café shop.
The customers will be offered great quality of the coffee, coffee products, and other food products in order to increase the profitability of the organization (Rego & Nunes, 2010). The students, youth, and the travelers will be targeted for the selling of the products. There will different schemes and promotional offers to attract the consumers towards the organization.
The marketing as well as the products objectives for the café are as follows:
The target markets will include those people who get their everyday cup of tea with great taste in the relaxing surroundings. It has been seen that the different ages of the people have different kinds of choices for the coffee (Safir, 2013). Therefore, the company will target the different variety of tastes for the consumers. It will help in attracting the consumers and will increase the productivity as well as the profitability of the organization. It is important to analyze the different needs of the customers as it will help in assisting the consumers with top quality of the services.
The points of difference will be in the quality and the pricing of the coffee as well as the other food items available at the café. The buying patterns of the customers will be quite different in terms of that of the respective customers of the organization within the market segments. The customers will be pleased to have great taste at the lower prices of the coffee and the coffee products.
Overnight café will position itself as the reasonably priced coffee house delivering top quality of the coffee items to the respective customers (Samset, 2010). The café is going to be made innovative and effective as to attract the customers towards consuming the coffee and its products. The unique approach towards the customers will help in gaining the competitive advantage for the company and, on the other hand, the innovation in the desired product items will help in increasing the brand reputation of the café within the market segments.
The product will include the quality and it availability for the customers of the organization. It is very needful to implement the best strategies regarding the products (Sawant, 2010). The products are the one which will attract the customers towards the café and will help in increasing the profitability of the café. The customers will be offered with a top quality of the products having different varieties of the coffee.
The pricing strategy of the company is based on the standard rates offered by the industry practices. The primary aim of the café will be at providing the best quality of the coffee at low prices than the competitors within the market segments.
The Break-even study critically indicates that nearly $30,237 will be required within monthly revenue in order to reach the desired break-even position.
Monthly Break-even Revenue
Average Percent Cost Variable
Estimated Monthly cost price Fixed
There will different promotion schemes adopted for the café such as with the help of social media, campaigning at popular malls and cinema halls and with the help of the television. The different sectors of the people will be the target with the help of the effective promotions for the café.
The location selected for the establishment of the café is near Northern Illinois University. Different areas such as the shopping malls, colleges, and the cinema halls will be targeted for promoting the café (Sawant, 2010). These locations are selected for promoting as this location includes a large number of the people, students and the youth that will help in increasing the profitability of the organization.
The past sales revenue will be based on the business process execution plans from the management team.
The first three months will for the setting up of the physical condition of the company, hiring the personnel, establishing the relationship with then vendors and the suppliers of the raw materials (Venkatesh, 2015). The fourth month of the café will be the grand opening of the business. At first, the sales is supposed to remain low than in a few month it will grow steadily.
Marketing expense budget
Total Sales and Marketing Expenses
Percent of Sales
full amount Sales
Direct price of Sales
Subtotal Direct price of Sales
The organizational structure of a corporation plays the most important role in evaluating the desired business process of the company. Charles Posejpal is the owner of the café and he will need a team to execute the entire business process of the Café. An extra manager is required for hiring that will help in assisting and maintaining as well as reviewing operations within the café. A chef will be hired in order to manage the desired kitchen operations as well as be vital to maintaining coffee and the foodstuff register stability with support in the menu development. A helper manager or the higher server is going to be the hire that will be given the higher amount of salary, will provide normal counter service plus support to the supervisor as well as the general manager. A team leader will be hired that will do secondary supervision function in the kitchen with offer help to the chef in major kitchen/cooker function. Part-time workers will be then hiring to grip serving, as well as dishwashing function. The marketing along with accounting utility will be grip by autonomous supplier/consultants.
The implementation of the desired marketing plan needs to be done perfectly as it will enhance the effectiveness of the entire organization. The implementation process is most important for the establishment of the company within the market segments (Wong, Radel & Ramsaran-Fowdar, 2011). The following milestone is important in order to implement the desired marketing programs within the organization.
Marketing plan closing
Total Advertising Budget
The manager of the organization needs to control as well as monitor the desired process and activities within the café. This will help in maintaining the overall effectiveness and efficiency of the café.
Difficulties and risks:
There are some of the worst cases that may include.
The overall control and the monitoring process are of great importance as it helps in bringing out the success of the marketing plan. The entire budgeting and the financial activities will be monitored by this process.
Google’s latest accomplishment: refining marketing practice. (2012). Journal Of Consumer Marketing,29(3). https://dx.doi.org/10.1108/jcm.2012.07729caa.002
Hult, G., Pride, W., & Ferrell, O. (2014). Marketing. South Melbourne, Victoria: South-Western Cengage Learning.
Jensen, D. (2013). Your Personal Marketing Plan. Science. https://dx.doi.org/10.1126/science.caredit.a1300171
Levy, M., & Weitz, B. (2007). Retailing management. Boston (MA): McGraw-Hill/Irwin.
Mishra, A. (2013). The business model for Indian retail sector: The Café Coffee Day case. IIMB Management Review, 25(3), 160-170. https://dx.doi.org/10.1016/j.iimb.2013.06.001
Mullin, B., Hardy, S., & Sutton, W. (2007). Sports marketing. Champaign, IL: Human Kinetics.
Pinson, L. (2008). Anatomy of a business plan. Tustin, CA: Out of Your Mind & into the Marketplace.
Rego, G., & Nunes, R. (2010). Hospital Foundation: A SWOT Analysis. Business, 02(03), 210-217. https://dx.doi.org/10.4236/ib.2010.23026
Safir, R. (2013). Marketing and merchandising for musicians. Boston, MA: Course Technology, Cengage Learning.
Samset, K. (2010). Early project appraisal. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.
Sawant, S. (2010). SWOT Analysis of Dabbawalla's. Prabandhan: Indian Journal Of Management, 3(11), 38. https://dx.doi.org/10.17010//2010/v3i11/61182
Sawant, S. (2010). SWOT Analysis of Dabbawalla's. Prabandhan: Indian Journal Of Management, 3(11), 38. https://dx.doi.org/10.17010/pijom/2010/v3i11/61182
VanÄ›k, M., Mikoláš, M., & Å½váková, K. (2012). Evaluation Methods of Swot Analysis / Melody Vyhodnocení Swot Analýzy. Geoscience Engineering, 58(2). https://dx.doi.org/10.2478/gse-2014-0036
Venkatesh, U. (2015). Strategic Entrepreneurship in Taiwan's Food and Catering Industries: The Case of 85 C Cafe Shop. Global Business Review, 16(5), 903-906. https://dx.doi.org/10.1177/0972150915591657
Wong, H., Radel, K., & Ramsaran-Fowdar, R. (2011). Building a marketing plan. New York, NY: Business Expert Press.
Yang, Y., & Ma, M. (2013). Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012). Berlin: Springer.
Yu, F., & Hu, M. (2015). Strategic Entrepreneurship in Taiwan's Food and Catering Industries: The Case of 85 C Cafe Shop. Global Business Review, 16(5), 891-902. https://dx.doi.org/10.1177/0972150915591656
Zhong, S. (2013). Proceedings of the 2012 International Conference on Cybernetics and Informatics. New York, NY: Springer.
To View this & another 50000+ free samples. Please put
your valid email id.
Earn back the money you have spent on the downloaded sample by uploading a unique assignment/study material/research material you have. After we assess the authenticity of the uploaded content, you will get 100% money back in your wallet within 7 days.
Get Moneyinto Your Wallet
Total 12 pages
*The content must not be available online or in our existing Database to qualify as
To export a reference to this article please select a referencing stye below:
My Assignment Help. (2016). Business Proposal: Overnight CafÃ©. Retrieved from https://myassignmenthelp.com/free-samples/business-proposal-overnight-caf.
"Business Proposal: Overnight CafÃ©." My Assignment Help, 2016, https://myassignmenthelp.com/free-samples/business-proposal-overnight-caf.
My Assignment Help (2016) Business Proposal: Overnight CafÃ© [Online]. Available from: https://myassignmenthelp.com/free-samples/business-proposal-overnight-caf[Accessed 24 May 2022].
My Assignment Help. 'Business Proposal: Overnight CafÃ©' (My Assignment Help, 2016) <https://myassignmenthelp.com/free-samples/business-proposal-overnight-caf> accessed 24 May 2022.
My Assignment Help. Business Proposal: Overnight CafÃ© [Internet]. My Assignment Help. 2016 [cited 24 May 2022]. Available from: https://myassignmenthelp.com/free-samples/business-proposal-overnight-caf.
The respective sample has been mail to your register email id
* $5 to be used on order value more than $50. Valid for
We have sent login details on your registered email.
MyAssignmenthelp.com has become one of the leading assignment help provider in New York City and Boston. We provide top class auditing assignment help. Not only auditing, but we also cover more than 100 subjects and our writers deal with all types of assignments with utmost expertise. To make writing process faster and accurate, we have segmented our assignment experts' teams as per their expertise on writing different types of assignments. We guaranteed that students who buy our assignment online get solutions worth their investment.
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
The process of developing a successful business entity requires a multidimensional analysis of several factors that relate to the internal and external environment in commerce. The areas covered in this current unit are essential in transforming the business perspective regarding the key commerce factors such as ethics, technology, culture, entrepreneurship, leadership, culture, and globalization (Nzelibe, 1996; Barza, 2...
Critical reflection on the objective, design, methodology and outcome of the research undertaken Assessment-I
Smoking and tobacco addiction is one of the few among the most basic general restorative issues, particularly to developed nations such as the UK. It has been represented that among all risk segments smoking is the fourth driving purpose behind infections and other several ailments like asthma, breathing and problems in the l...
1.0 Data on staff turnover and demographics
That includes the staffing information of JKL industries for the fiscal year of 2014-15, it can be said that the company is having problems related to employee turnover. For the role of Senior Manager in Sydney, the organization needs 4 managers; however, one manager is exiting. It will make one empty position which might hurt the decision making process. On the other hand, In Brisba...
Entrepreneurship is the capacity and willingness to develop, manage, and put in order operations of any business venture with an intention to make profits despite the risks that may be involved in such venture. Small and large businesses have a vital role to play in the overall performance of the economy. It is, therefore, necessary to consider the difference between entrepreneurial ventures, individual, and c...
An operating system (OS) is defined as a system software that is installed in the systems for the management of the hardware along with the other software resources. Every computer system and mobile device requires an operating system for functioning and execution of operations. There is a great use of mobile devices such as tablets and Smartphones that has increased. One of the widely used and implemented operating syste...
Get top notch assistance from our best tutors ! Excel in your academics & career in one easy click!
MPM755 Building Success In Commerce
SNM660 Evidence Based Practice
BSBHRM513 Manage Workforce Planning
MKT2031 Issues In Small Business And Entrepreneurship
MN506 System Management
ENGL 100 English Essay
HI6008 Business Research
BUSS5308 Australian Industrial Relations
INFO5301 Information Security Management
MGMT20144 Management And Business Context
Just refer 5 friends to earn more than $2000.
If you are the original writer of this content and no longer wish to have your work published on Myassignmenthelp.com then please raise the
content removal request.
After the successfull payment you will be redirected to the detail page where you can see download full answer button over blur text.You can also download from there.
Or you can also download from My Library section once you login.Click on the My Library icon
My Library page open there you can see all your purchased sample and you can download from there.
That's our welcome gift for first time visitors
On APP - grab it while it lasts!
*Offer eligible for first 3 orders ordered through app!
ONLINE TO HELP YOU 24X7
OR GET MONEY BACK!
OUT OF 38983 REVIEWS
Received my assignment before my deadline request, paper was well written. Highly