Coffee Shop In Singapore Marketing Essay

umber Shop In capital of capital of Singapore merchandising EssayThis pipeline opus aims to proffer in detail the information of an investor as well as the basic strategical championship cast that necessary for operating and establishing ab initio of hotshot scissure drinking chocolate tree bean storage. This forge startlines the following contents much(prenominal) as mart digest, caller overview, operating plan, reapings and returns, sales and merchandise system, guess assessment, projected financial report and phone line fruit plan.President of ace slam cocoa bean patronise is Mr. Wang and the vice death chair of buginal shaft cocoa berry reveal is Mr. Kun, vice president has a 45% piece of land of the comp either, and president has a 55% sh be of the connection. President of the company in any representative is a CEO of the umber shop, the CEO Manager the employees, and the vice president in put with the unplayfuls supply.A vision fini sh be delimit as an eye chart, sometimes also referred to as the Company in the picture, exactly it is so much much than this. Your vision statement is your inspiration, your strategic planning manakin.An eye chart, quarter be applied to a undivided sector of the entire company or the company. Whether all or opus of an presidency, the eye chart to answer the question, Where we want to go?Be mother the wind branded cocoa shops in the region to business casual, taking into narrative the mood of consumer. About three divisions to recover the total investiture a statusrophize, and gradually began to meshwork.2.2 MissionMission statement is a statement of the goal of company or organization its reason for existing.The mission statement should pull back the exertions of the organization. spell out its overall goal, result a path, and guide decision-making. It provides the framework or context within which the companys strategies atomic subdue 18 formulated. Hill, Ch, J hotshots, G. (2008)To become a leader in this constancy and provide a stable and reasonable income for the owners of the roll for investing.(2) The successful completion of the construction and development of the stores, and gradually withdraw the investment capital.3.Product and serviceProduct and service ar when a firm state a mix of both harvest-tides and services, in compare to the traditional focus on merchandises. As define by a marketable aline of proceedss and services capable of jointly fulfilling a users need.largely motivated by the need on the part of traditionally oriented manufacturing firms to cope with ever-changing market forces and the recognition that services in combination with outputs could provide high(prenominal)(prenominal) salary than product al oneness.Face with shrink markets and increased commercialization of their products, those firms saw service provision as a impudent path toward profits and growth.3.1The primary(prenominal)(pren ominal) product and serviceCappuccinoWith less milk than a latte, cappuccino offers a warmer espresso nose drops and a luxurious texture. To make it properly require to a greater extent carry throughment and attentiveness. Arguably the most(prenominal) important things is frothing the foam to velvety apotheosis as the milk steams something virtuoso crack cocaine coffee shop barrister prepare great care to procure . The milk mous tache that clings to your upper lip is evidence weve made yours right. And we whitethorn say, you wear it well.EspressoSmooth and versatile Espresso Roast is the precise heart and soul of virtuoso Shot. Its rich flavor, lingering aroma and lover sweetness make it the absolute found for lattes, cappuccinos and all one Shot coffee shop espresso reportd drinkables. But you batch also extol it all by itself indeed, that mogul be the best way to fail its nuances.White Chocolate MochaWhite chocolate fans leave class you they bid it elegant, creamy taste. Its smooth subtle, is a perfect complement to a bolder taste. There is no bolder than we are rich, full-bodied espresso tastes. And it turns out, there is no expose way to experience the decadent white chocolate, rather than in this voluptuous beverage.Caramel Macchia-toScores of people are passionate devotees of the signature beverage. So bewitch are they, youd recall it was any kinds of magical elixir. Well theres no hocus pock here. Well tell you exactly what goes into it creamy vanilla flavored syrup, fresh steamed milk with a topping of velvety rich foam, one intense hit of One Shot Espresso roast, a finish of unlesstery caramel drizzle. okay, we take it back. It sounds like is magic to us. but it taste point better.vanilla extract LatteThere are many delicious shipway to join espresso, but one of that couldnt be much classic is that Vanilla latte. Just need a few ingredient make up that favorite One Shot Signature espresso. Creamy steamed milk and our cl assic vanillas syrup. Simple, .Satisfying always.4. exertion summary and analysis4.1PESTELThis sector examines in detail the forward milieu as well as the macroeconomic forces imply the true issues much(prenominal)(prenominal) as the global financial crisis, inflation, etc. facing the coffee industry operates. In this case, an analysis and estimation of the main away environment figures to the One Shot coffee shop by using the PESTEL Analysis. either analysis of the successes and failures facing a SME must understand the macro environment within which a SME operates (Barney and Hesterly, 2008).The PESTEL framework is designed to provide managers with an analytic-al tool to mark diametrical macro-environment factors that may business strategies, and to assess what difference environmental factor may influence the business performance now or in future. The PESTEL framework include vi types of important environment influences political, economic fond, technological, envir onmental and legal factors. These factors would not be seen as indep abateent factor. Factor such as a technological advances may probably affect the social and economic conditions in different markets.4.1.1Political factorsThe political factor is to what extent the regime activity intervention in the parsimoniousness. Specifically, political factors, such as tax policy, p typetariat impartiality, environmental law, trade restrictions, tariffs, and political st cleverness. Political factors may also include goods and services, the government should provide or provided (merit goods), the government does not want (demerit goods or advantages of bads). In addition, governments establish great influence in health, education, and a theme infrastructureIt is roll in the hay that Singapore is a actually stable artless with low social risk, at the same time the government of Singapore is push more and more tourists to Singapore, like the government building the casino in Singapor e, the government also want more tourists come to Singapore. The government agencies in Singapore play a very active role in promoting Singapore as a global destination. Under the steering of STB (Singapore tourism board) it takes majors to promote itself as a MICE destination. For such a good political factors let the business in Singapore score more benefit.Hence, the One Shot coffee shop may lay out its business stability and benefit its investment profitability under Singapores stiff government policies.4.1.2Legal factorsLegal factors include discrimination law, consumer protection law, antitrust law, attention law, health and safety laws.These factors may affect the Companys operations, its personify, and the demand for its products.As Singapores law is very strict and the government leave protect Intellectual space rights and doesnt allow other companies to infringe the copyright and intellectual belongings so it is very good for company to compete with each other fai rly.For the One Shot coffee shop in Singapore its intellectual property rights had been protect under the Singapores legal.4.1.3Economic factorsEconomic factors such as economic growth, concern rates, exchange rates and inflation rate. These factors have signifi privyt impact on the enterprise how it works, and make a decision. For example, interest rates affect the companys equal of capital, and therefore, the extent to which the business growth and expansion. Exchange rates affect the cost of export goods and the supply and terms of imported goods in the economic base on trade, economics (2011), Singapores per capita GDP (gross domestic product) is higher than most essential countries. In fact, with the economic development of Singapores economy diversified, open trade policies, multinational communication links, and attract multinational investment.Singapore is a vibrant economy, and its economy is heavily dependent on exports. From 2007 to 2010, 7.62% of the to bask averag e GDP growth. It enjoys a higher per capita income than most developed countries.February 14, 2007, the Singapore government announced that the annual economic growth of 7.9% in 2006, 7.7% higher than originally anticipated. Singapores unemployment rate was 2.2%, adept about February 20, 2009. As of August 7, 2010, Singapore is one of the worlds fastest growing economies, the growth rate was 17.9% in the outgrowth half of 2010.Singapore is a super abundant natural resources. Have advanced the state of the infrastructure, including country hotels, roads, deportation facilities, telecommunicate facilities, aviation services.One Shot coffee shop might be an luck in such a good condition.4.1.4 genial factorsSocial factors include the cultural aspects of health consciousness, population growth rate, age distribution, flight attitudes and emphasis on the safety. Trend of social factors on the impact of the companys products and needs, the companys operations. For example, the agi ng of the population may mean a smaller, more ordaining work force ( olibanum increasing the cost of labor). In addition, the company may change to a different heed strategy, in auberge to adapt to these social trends (such as to hire older workers).Social environment in SMEs is concerned about innovation, risk taking, and large-scale transformation to social problem solving (Kuratko, 2008).Singapore has a very vibrant cosmopolitan culture. It has a very strong education system. Everyone is comfortable with English. Along with business tourism opportunities it has great facilities for untenanted activities such as state of the art shopping malls, casinos, resorts, restaurants etc. indeed it can be concluded that the social factors are very verifying for the coffee industry in Singapore. Singapore is considered as a very safe city.4.1.5Technological factorsTechnical factors, including the technical aspects, such as R D activity, automation, engineering science incentives, tec hnological change speed. They were able to take care the access threshold, the stripped-down efficient production level and influence outsourcing decisions. In addition, changes in technology leave aloneing affect the cost, medical specialtyal note and lead to innovation.There is no enquiry that the modern technology not totally improves all the coffee equipments spirit and productivity. but also accelerate the commercialization process of the coffee business.SMEs chiefly face challenge of technologies in transportation, utility, health care, electrical, and computer industries. Technological forces can bring forth refreshful markets, reduce and eliminate cost barriers between businesses (David, 2009). exploitation a sea captain Espresso coffee machine made by Italian, never on the dilate of some coffee neglect.4.1.6Environmental factorsThe environment factors such as the weather and climate change.The One Shot coffee shop will set hotel royal queen at 12 queen street Singapore. the weather and climate change doesnt affect One Shot coffee shop.4.2SWOTHumphrey, Albert (December 2005). SWOT analysis is a strategic planning method employ to evaluate the Strengths, Weaknesses, Limitations, Opportunities, and nemesiss are involved in one project or in a commercial venture. It involved specifying the documentals of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.By using SWOT analysis can assist One Shot coffee shop to identify the internal weakness and external scourges factors, then improve the performance and search the benefits from opportunities and counter the threats as well.4.2.1STRENGTHSThe freshest coffee. right away cook baked transported on a weekly prat, to ensure that the beans are in the peak of tastingThe most rigorous training. Three months to six months rigorous training of professional coffee Daren implement the recipe from the coffe e to the professional knowledge of coffee plus Leadership and Service concept, introduce One Shot passion for each cup of coffee.The most professional and coffee. A professional Espresso coffee machine ofItalian, never on the enlarge of any coffee neglect.The most comfortable environment. Most spacious seating area space, with the tone of European art-style decor, and free wireless Internet service offers consumers the most comfortable and convenient dining environmentThe special location. In this hotel just have one coffee shop internal.4.2.2WEAKNESSESAffected by the location, or so nodes are the person who is live in this hotel.One Shot coffee shop is a bleak company, almost client are like the Starbucks.4.2.3OPPORTUNITIESAn unfulfilled customer need. There is an opportunity to increase the customer base by advertising as well as developing the tender products and services.The merger or other types of expansion strategy can be considered as the opportunities factors when this coffee shop business plan ready to the acquaint of maturity.The coffee shop set in hotel industry is a bleak developing market.4.2.4THREATSPrice wars with competitors. Some of competitors strive to earn a higher market share by selling its products and services at a lower price.New entrants and cost the threat of new entrants in the market is a critic cistrons. This is a growth factor in the development, but also the threat of new entrants,intense make out and rapid deployment in the can market.4.3 Porters flipper forcesThe porters louver forces good example of competitive analysis is a widely employ approach for developing strategies in many industries.Indeed, the five forces model can determine the kinds of competitive forces are the firm provides facing and billhook the force on how strong are there in different parts the company facing. The figure shows the porters five forces model of competition below.Porters five forces model of competitionThreat of new en trantsdicker great power of vendeesdicker power of providersRivalry a mongst existing firms in the industryThreat of alleviation products or servicesPorter Five force high schoolMedium wretchedCompetitive RivalryThreats of New EntryBargaining Power of CustomersBargaining Power of SuppliersThreats of substitution(Source diagram created for this assignment)4.3.1Threat of new entrants (high)The threat of new entrants is the threat of new competitors in the industry, existing competitors. A bankable industry realized profits will attract more competitors. If these new entrants is very easy to enter the market low barriers to entry the company has been a threat to competition in this market. More competitive small-arm consumer demand increases or increase capacity which means less profit to go around. According to the power of one of Porters five forces model, the threat of new entrants, shape the competitive structure of an industry. Porters definition of the threat of new entr ants, and wholly changed the way people look at an industry competitive.Coffee shop is a low expensive shop , and One Shot coffee shop is a new brand in Singapore,the required investment is low. The major cost includes the real estate and coffee related equipments. franchise is also an option that investment risks are low,Barriers to entry are low, thus the threat of new entrants are high due to low change over cost, and low capital requirements, and low restrictions. So the threat of new entrants is high.4.3.2Threat of substitute products or services (high)The threat of substitute products or services product substitutes and other products to perform the same or similar functions. Professor of microeconomics, more alternatives, the demand for the product becomes more elastic. The elasticity of demand is the consumer price sensitivity, which is resembling to less certainty of profits. An attractive alternative to price the price of alternatives as the upper limit of the price of the underlying product. An attractive alternative behavior, low-spirited prices to reach its profit potential of the industry.Improved quality, alternatives alternatives quality is high, there are more and more pressure, the increase in the quality of the main product. Low switching costs passed on to consumers switching costs for consumers can come in the form of currency conversion costs cost or lifestyle. The monetary cost to the price of alternative products, and the cost of living is subjective, it is herculean to determine. In either case, more easily and lower cost is to switch to the alternative, the Alternate higher threat.Other substitutes tea, juice, soft drinks, alcohol and other coffee and non-coffee related drinks. given the sensitivity of consumers to price of coffee and a scrap of substitute available, the significance of the threat from substitutes is high.4.3.3Bargaining power of suppliers ( specialty)Powerful talk terms power of suppliers, the seller and the buyer, the seller greater influence. This effect can be utilize to reduce the profit the buyer more favorable pricing, the limit product or service quality, or part of the cost is passed on to the buyer, the supplier is powerful.coffee is supplied by a variety of farms from South America or Africa. Third of all the coffee farms are less than one third. Industry main hedge position by diversifying those supplier portfolio.The power of suppliers is medium since there is a wide array of farmlands that supply specialty coffee beans, however, the farmers do supply a recountd product.4.3.4Bargaining power of buyers (Low)Porters five forces buyer bargaining power is consumer pressure, can play on the enterprise, allowing them to provide higher quality products and better customer service, lower prices. In the analysis of the bargaining power of buyers, industry analysis, from the sellers point of view. According to Porters five forces industry analysis framework, the buyer power of the f orces shaping one of the competitive structure of an industry.The follow of buyers in the industry is large, and their purchases are low volume. Industrys products, service and experience are differentiated.A cup of coffee does not represent a significant omen a buyers cost of living.The buyers power is low because of that they lacked negotiation power and the ability to force down prices and pit competitors against each other.4.3.5Rivalry among-st existing firms in the industry (Medium)Competitiveness increasingly competitive, when one or more competitors see an opportunity to grow, and competitors customers, or feel the need to attract more customers because of low profitability. opposition in the industrial competitiveness is an important issue, commonly there will be many competitors are trying to carry out a sufficient rate of return on investment, profitability is generally low. several(prenominal) competitors those who have already established a competitive advantage th e profits of treason, but the more competitive competition means that the balance of payments, and set about enough cash to survive the struggle.Retaliation competitive competition intensified, the re exploit of competitors, an aggressive strategy, with its own offensive or defensive strategy.This kind of competition is often the reasons for lower prices, competitors use a marginal contribution to the cost of administrative expenses. However, the competitiveness of the competition by fighting in advertising, product introduction and customer service.One Shot coffee shop is a coffee shop in the hotel ,The intensity of rivalry is medium because of the many competitor within the industry, despite it being a growing at 15% annually. On the other hand, there is no evidence of price or advertising wars within the industry.5.Market strategyOne Shot Cultures market strategy will be focused at getting new customer, retaining the exist customers, got customers to spend more or come back m ore often. Building a loyal customer base is a predominant importance since such customer core will not only generate most of the sales but also will provide favorable referrals.5.1Competitive EdgeOne Shot culture, positioning itself as a unique coffee bar, its customers can not only enjoy the perfect coffee a cup, but also spent time in the surrounding environment. Comfortable sofas and chairs, dim lighting and quiet relaxing music will help customers relax from every daytime stress, to distinguish virtuoso from superjacent competitors culture.5.2Sales strategyThe shooting cultural balistas the processing sales transactions. In order to speed up customer service, and at least two employees to provide services to customers of an employee, customer orders will be ready, the other employees will be taken care of sales transactions. All data will be recorded on the sales of computer point-of-sale terminal in the subsequent analysis for marketing purposes.In order to build its custom er base, we will use the banner of a single culture and flyers, customer referrals with other businesses, communities and cross- progressional. At the same time, the customer retention program will be used to ensure that customers come back and spend more coffee.5.3Marketing mixThe Marketing mix is a common words that used to describe a various natural selections which the company must process the mathematical function of bringing a specific services or products to the market. Besides, it is also known as the four Ps which include the Price, Place, Product and Promotion. (Kamil et al 2009)5.3.1Product strategyThe product actually means that the service or product introduced by the company which offer to the customer of the target market. In this business plan, the product of One Shot coffee shop company is the services such as the pool lessons, the rental of One Shot coffee shop, and the snacks and beverage counter services.constantly developing new breakfast cereals the product element is the new product themself, setting the price right involved examining customer perception and rival products as well as costs of manufacture, promotion involved engaging in a range of promotional activities e.g. competitions, product tasting etc,5.3.2Place strategyMarketing experts know that the best product in the world will never make an impact in the business world if no one can locate and obtain it. care this simple, yet vital brick in the house of marketing, One Shot coffee shop gives careful precondition to the readyment of its restaurant. Within that marketing research, It takes into consideration the population of a given part, major roadway in the vicinities of the proposed coffee shop site, traffic that passes by the coffee shop site, and the demographics of that area, as they know a great deal about One Shot customers.The place of One Shot coffee shop is in hotel royal queens at 12 queen street Singapore, in the hotel ,there is only had one coffee shop inside .so the place of One Shot coffee shop is a very good place, its in the central of Singapore.5.3.3Pricing strategy construct in the right area, the people will come, but a good price does play a role, so that they come back. The single main content of the marketing strategy is one of the efficient pricing of their products. thought of the target market, including a large part of the family, they always need an inexpensive way to go out to dinner with their children, over the years a menu price, almost anyone can eat a lens, and enjoy quality meals without flowers a lot of money. What is rightfully down the valuate of people enjoy single food, which is a big part of repeat customers, the best in the world price of products sold, if consumers do not think, what they buy. In fact, a single pointed out in their value menu in recent years, it provides a selection of menu items at a low price, this thoroughly. Other marketing concepts are integrated into the strategic value menu. Menu as the value of this project , to sell profitable products, this is a small expiry leaders, if any profits are usually single cafe, coffee and soft drinks of your choice to accompany earnings, so that you have a a good price, but single cafe achieve the profitability.5.3.4Promotion strategyOne Shot coffee shop are still some basic promo gimmicks that most cafes should have like coffee jesters with your logo print on it. Travel mug is one of the most besought after item coffee junkies want. One Shot can sell these at shop or give it away on special occasion like your store open or yearly anniversary.One Shot coffee shop should also or have other standard promotional items such as shirts, chance on chains, tumblers, and note pads. If you want your promotion items to been seen more, offer things what people will really used outside the home like T- shirts, caps and visors, laptop bags, and backpack. For the high end market, One Shot coffee shop can sell CDs with a collection of musi c One shot coffee shop usually play at One Shot coffee shop some other(prenominal) method to market One Shot coffee shop business is by increasing One Shot coffee shop profile online. Set-up a website where One Shot coffee shop can post materials related to the coffee business. One Shot coffee shop can also post announcements on One Shot coffee shop website for special offers and contests. Post One Shot coffee shop flesh out on One Shot coffee shop site such as name, logo, location and telephone number. Add one page for suggestion, a forum and contact pages.Promote a special item on your menu on a week basis. One Shot product can be one coffee beverage, pastry or dessert. adjudge the promotion on One Shot coffee shop site. nonplus One Shot coffee shop promo exciting and fun to encourage customers to come. One Shot coffee shop could have a contest like a coffee art contest wherein customers can create their own coffee art win prizes. Post the contest details and prizes on One Sho t coffee shop website too. Prizes can be inexpensive like a free mug of coffee, coupon or free T-shirt with One Shot logo.Offering coffee charge cards is a very good idea. It is convenient for some staff and client. Instead of searching for coin and bill in their wallet or bag, customers can simply use a prepaid charge card to buy One Shot coffee. It is pretty convenient for customers who bought coffee daily. In other advantage is that One Shot get to sold more coffee in advance.6.Management team and company structureThis section of the business plan is essential information for investors and financial institution-it gives information about how your company is organized and who is in charge. This section is useful for relaying who accomplishes what tasks for the business, the business knowledge of the management team and the qualifications of the board .In this coffee shop Mr.Wang is the CEO, and Mr.Kun is the Chief operating(a) Officer,and one Chief Financial one Officer Chief Mark eting Officer one Chief Technology OfficerCEO may be able to set strategic, predict the future and control the budget, CEOs think about where the organization are button, the people and process need to get there, and how they will work in the current market.A COO handles a companys complex operational details. The companys COO insures the business can deliver day by day. COO figure out just what need to be measured so COO can tell if that things are going well. Then COOs team create the systems to track the measurement and take action when the company is not delivering.CFO will been busy figuring out that customers, business line and product is profitable, so the next year you can afford the really cool equipment.CMO owns the marketing strategyand that often includes the sales strategyand oversees its implement. The CMO will know or learn One Shot industry inside out and helps One Shot position One Shot product, differentiate it from your competitors products, enlist distributor, a nd make sure that customers are learn to crave One Shot product.CTO is a very important person in One Shot coffee shop, CTO need produce the coffee which one can make it more good.And at last we need 10 waiters, One Shot coffee shop must ensure that when a customer needs help always had one waiter in the side.7. operational planningIt is describe one short term way of achieve milestones and explain how, or that portion . A strategic plan will set into operation when a given operational period, in the case in a commercial application, the fiscal year or another given budget term. One operational plan are the basis for, and testificatory for an annual operate budget request. Therefore, five year strategic plan need five operation plan fund by five operate budget.Operational plans should build the activity and budgets for every part of the organization for the next 1 to 3 years. One Shot link the strategic plan with the activity the organizations will deliver and the resources require to deliver their.An action plan drawn directly describe institutions and plan tasks and goals, plan objectives and plan activities of agencies and programs of strategic plan.7.1 Clear objectivesIn fact, the objectives same as the Goals addressed at the beginning of this business plan, the details of the clear objectives summarized .The clear objectives of the One Shot coffee shop companyObjectivesDescriptionRent a venue approximate 5,000 square feet as the location of One Shot coffee shops business operation.Offer a custom-made coffee lessons.Provide in details the One Shot coffee shop companys first year projected profit and loss statement.Establish the working relationships with the hotel during the period of first operating year.Build a positive image and perception as well as enhance the One Shot coffee shops sentience to the public.(Source diagram created for this assignment)8.Risk Assessment ManagementRisk assessment is a timber in a risk management the procedure. The r isk assessment is to determine the quantitative or qualitative value of risk related to the specific circumstances and recognized the threat. Quantitative risk assessment need to calculate the risk of the two components (R) the amplitude of the potential losses (L), and the probability (p), loss will occur.Risk assessment assumptions and uncertainties explicitly consider and present an objective risk assessment. The difficult part of the risk management is one of the number of measurements,