Expressica Coffee Shop Business Plan

They will build up a significant group of the customers. It will also offer high-quality tea to the customers whereby it will be complemented with various pastries and other free books which people will enjoy as they take their coffee. It will operate approximately 2 kilometers from the main university campus. The initial investment is expected to be $60, 000 with total revenue of $70,000. The coffee will be sold near Manchester University and people from the surrounding communities. Most of them use emails, and other internet supported methods of communication. Therefore, there will be a significant need for wireless internet connection in the business (Latif et al, 2014 p. This will not only increase the time they will spend in the firm but also the revenue of the company.

Therefore, the additional services that will be provided at the coffee shop will be free internet services for the tech-savvy students who are the primary target consumers. Objectives of the Company At the initial stages of the company, the goals of Expressica are; 1. It will also build a sustainable and robust customer base. Innovative practices and design in the in the coffee shop will provide a conducive environment for the clients to interact with each other. Lastly, employee training will enhance the provision of quality products and services (Lynn et al, 2011, p. Mission Expressica was set to provide the highest quality of coffee to the clients. This will be accompanied by unique services and a comfortable environment which will allow the clients to rest and interact with each other.

• Its gross revenue is over 230 million a year. Apart from allowing the company to pay its workers, the funds ensure that the operations continue through purchasing of raw materias and other inputs. • Its hotel rooms are made like Alaskan rustic lodges. Made of pine wood. This includes soft seats with a nice fire place and many articles to read as they wait for their orders. • In recent years, the company has outperformed its former owner through differentiating its products. • The firm runs on a 24 hour schedule allowing it to serve its customers all the time. Dunkin Doughnuts and McDonalds • The company operates of 5000 retail stores in the USA. It also has 2300 stores in the world and 80 in Canada. This ensures that it has access to many customers.

People will differentiate their social class by the price they are willing to pay and the quality of the products. Strategic Position Expressica will apply a market strategy in which it will offer unique products which will attract a large number of people within the university (Mooney, 2016 n. d). The company will work on the presumption that every person is a potential customer. Expressica also posits that the best way to boost the sales is to meet the needs of the customers. It should incorporate a motto that is directed a t giving customers quality products that fully satisfy the customers while increasing its profits. In its plan, it should also have a target group. In Expressica should have specific groups of people it aims at reaching and sell its coffee to.

Also, in the marketing plan the company should have a positioning statement. An example of the statement is ‘To be a leading local and international coffee seller that places quality and customer satisfaction above all while increasing its profits. This will include television, the use of brochures, and magazines. The company will also ask for a page in the student magazine where it will advertise the coffee products (Venter et al, 2015 p. Expressica will also market its products through franchising. It will work with other coffee shops to ensure that the quality of the products goes up while meeting the needs of the customers and increasing their profitability. Its products will also be promoted in supermarkets and malls which are the main shopping points for the target population.

To measure the success of the company, there are various tools which can be applied. For Expressica, the KPI will be exclusively employed to measure the ability of the company to meet its goals and objectives. Mainly, it will involve a check of the increase in the sales of the company and the customer retaining rates. Recommendations and Conclusions Organizations have different communities within which they serve. Therefore, they have different social responsibilities. Hooley, G. , Piercy, N. F. and Nicoulaud, B. Marketing strategy and competitive positioning. J. , Wang, T. and Mehlum, C. Investing in emerging markets: China, India and Brazil. Real estate issues, 36(2), p. Journal of the International Academy for Case Studies, 18(3), p. Tadajewski, M. and Jones, D. B. Historical research in marketing theory and practice: A review essay.