COFFEE PLANET (SAM)Analyse the potential and viability of the success of newly opened store CoffeePlanet (Sam) Mumbai
Analysis of Coffee Planet
Target MarketPrimary Target Market:
The Primary target market for Coffee Planet in Mumbai isthe young generation both female and male students from the ages of 18-34. Thismarket is well educated and comes from middle class to upper middle class population. Since the location is close to the Mumbai University customers can haveeasy access to stores
Secondary Target Market
: The secondary target markets are the, multinationaloffices; local people where highly paid consumers work therefore special marketingstrategies will be used to gain their brand loyalty to Coffee Planet.
3. Analysis of the potential location
The coffee shop is located in a highly sophisticated place whereby MumbaiUniversity, multinational companies and small scale industries are based. The CoffeePlanet will be located in Mumbai Santa Cruz (east). The buildings around the area arevery contemporary and developed. The roads are in good condition to maintain easyaccess to our location. (A map of the location can be seen in Appendix
IV. Planned Operation of the Proposed BusinessA. Proposed Organization
Coffee Planet will be a privately owned business with horizontal organization.The store will have a manager and three employees that will rotate shifts dependinghow busy the store is during the day. Coffee Planet believes in an open and friendlywork environment and all employees of Coffee Planet refer to each other as BaristasThe store will open on 1
November with the legal paper work, licensing, andgovernment approval should be completed in May of this current year
B. Proposed Product/service1. The Product
Coffee Planet will sell a variety of coffee and tea beverages along with differenttypes of pastries, confections, and baked goods, coffee-related accessories andequipment. The coffee shops provide customers with a pleasant place to come andrelax, study, work, or have business meetings. Both locations will provided wirelessInternet access in the stores so that customers can bring their laptop and continue their work if they wish.