OWNERSHIP: TALHA KHAN

BUSINESS NAME: EXPRESSION COFFEE SHOP

BUSINESS LOCATION: BANJONSA LAKE

OWNER’S ADRESS: VILLAGE POTHI BALA, P/O & TEHSIL RAWALAKOT

Expression

Express your feelings beyond your dream

• 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”

Executive summary

Expression coffee shop is a coffee shop located at BANJONSA. 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.

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 success

Project at glance

Shop name : Expression coffee shop

Product : Coffee Location : Banjonsa

Capacity : 4800 cups/month Raw material : Coffee bean, Milk, Sugar, Cream, Ice-

cream, Chocolate

Land : 1000 sq.ft

FINANCIAL PLAN

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.

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.

SWOT Analysis

• Strength : Ensure quality of productFocusing on customer teats and preferencesPricing policyConvenient areaFriendly environment

• Weakness :Existing competitorsLimited range of coffeeDifficult to maintain

• 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

• Target market : Middle class, students, professionals, and

youngsters who like refreshment in their busy schedule

Children who love sweet and cold coffee TOURISTS

• Advertisement : In local news paper (DAILY DHARTI, KASHMIR

EXPRESS & FARDAND-E-KASHMIR) RADIO PUMFLETS Store front display

Positioning Expression competitive edge is based on

customer taste and preferences. we more focus on youngsters and students and for those we provide entertainment source like customer play musical instruments in our shop.

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 TOURIST area so it will significantly increase visibilities.

Customer services :we provide products base on customer’s taste and preferences.

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

Thank you