Ateneo de Zamboanga University

Senior High School

Accountancy, Business and Management Department

MARKETING PLAN

CHEETAH-NET COFEE CAFE

Grand Performance Task

In Partial Fulfilment of the Requirements in

ABM 128 - Principles of Marketing

Submitted to
MR. MAULIDAN M. TUL

Submitted by
ABM G12 - Masterson

Ho, Robina

Date of Submission
 TABLE OF CONTENT

Page No.

I. EXECUTIVE SUMMARY ----------------------------

II. BUSINESS OVERVIEW ----------------------------

a. Brief Market Introduction, The Company,
and its products/services description ----------------------------
b. Operations ----------------------------

III. MARKET ANALYSIS (Firm and Industry) ----------------------------

a. Current Products/Services
b. Current Target Market
c. Current Market Strategy using the 4Ps
d.1. Product
d.2. Price
d.3. Place (distribution)
d.4. Promotion
d. Competition and Competitors
e. Competitive Situation
f. Current Sales Performance
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IV. SWOT ANALYSIS ----------------------------

a. Internal Assessment of forces/factors
affecting the business ----------------------------
a.1. Strengths ----------------------------
a.2. Weaknesses ----------------------------
b. External Assessment of forces/factors
affecting the business (Task and General
Environment) ----------------------------
b.1. Opportunities ----------------------------
b.2. Threats ----------------------------

V. CURRENT MARKETING PROBLEM/ISSUE ----------------------------

VI. MARKETING OBJECTIVES ----------------------------

VII. DEVELOPMENT OF MARKETING

STRATEGIES (using Marketing Mix/4Ps) ----------------------------
 1. MAREKTING STRATEGY NO. 1 ----------------------------
2. MARKETING STRATEGY NO. 2 ----------------------------
3. MARKETING STRATEGY NO. 3 ----------------------------

VIII. MARKETING IMPLEMETATION ----------------------------

a. Action Plan ----------------------------
b. Marketing Control ----------------------------
b.1. Proposed Marketing Budget ----------------------------
b.2. Risk Management ----------------------------

IX. RECOMMENDATION/CONCLUSION ----------------------------

X. REFERENCES ----------------------------

XI. ANNEXES/APPENDICES ----------------------------

I. EXECUTIVE SUMMARY

The goal of this marketing plan is to outline the strategies, tactics, and programs
that will make the sales goals outlined in the Cheetah-Net Coffee Cafe business plan a
reality in the year 2022.

Cheetah-Net Coffee Cafe, unlike a typical cafe, provides a unique forum for
communication and entertainment through the medium of the Internet. Cheetah-Net Coffee
Cafe is the answer to an increasing demand. The public wants: (1) access to the methods
of communication and volumes of information now available on the Internet, and (2) a
place to socialize and share these experiences with friends and colleagues with a comfy
ambiance where you can have a cup of coffee.

Marketing will play a vital role in the success of Cheetah-Net Coffee Cafe. It must
build a brand around the services it offers by heavily promoting itself through local
television, radio, and print advertising. Marketing efforts are just beginning by the time a
potential customer enters Cheetah-Net Coffee Cafe for the first time. A strong emphasis
will be put on keeping customers and building brand loyalty through programs focused on
staffing, experience, and customer satisfaction.

II. BUSINESS OVERVIEW (Firm and Industry)

a. Brief Market Introduction, The Company, and its products/services

Cheetah-Net Coffee Cafe just opened its doors for business a little over a month
ago. Business is good, and customers have been impressed with our offerings, but we need
to focus our efforts on implementing the strategies, programs, and tactics outlined in the
original business plan.

Differentiating ourselves from other more traditional cafes has given us the ability
to effectively compete on the beverage and pastry side of the business with the already
entrenched competition. Sales are brisk and in-line with projections.

The Internet services side of the business is rapidly being accepted by the local
community. Memberships are meeting the projections outlined in the business plan, and
sales of Internet services are meeting the goals forecast. Students love to gather for late-
night sessions, nearby seniors are getting a glimpse of what the Internet offers, and local
business people love to stop by for a quick bite and an email check.
 b. Operations

The business operation will be 24 hours. An internet-café itself does not require
a lot of employees. Therefore the organizational structure is not too complicated. In this
section the intended future organizational structure is further explained. The Cheetah-Net
Coffee Cafe requires just a handful of employees in order to function. In total the internet-
café will count a staff of a least four persons. These four can be divided in two groups. At
first there are two employees which will be spending their time teaching customers and
children how to manage handling a computer. Besides these two teaching employees there
is another group of two employers. These two employers will fulfill the role of supporting
staff. Their job is mainly to support customers with any problems and next to that they
will appoint customers computers.

III. MARKET ANALYSIS (Firm and Industry)

a. Current Products/Services

Cheetah-Net Coffee Cafe will provide its customers with full access to the Internet
and common computer programs and equipment. Some of the Internet and computing
services available to Cheetah-Net Coffee Cafe customers are listed below:
 Access to external POP3 email accounts.
 Customers can sign up for a Cheetah-Net Coffee Cafe email account. This account will
be managed by Cheetah-Net Coffee Cafe servers and accessible from computer systems
outside the Cheetah-Net Coffee Cafe network.
 FTP, Telnet, Gopher, and other popular Internet utilities will be available.
 Access to Netscape or Internet Explorer browsers.
 Access to laser and color printing.
 Access to popular software applications, like Adobe Photoshop and Microsoft Word.
Cheetah-Net Coffee Cafe will also provide its customers with access to
introductory Internet and email classes. These classes will be held in the afternoon and
late in the evening. By providing these classes, Cheetah-Net Coffee Cafe will build a
client base familiar with its services. The computers, Internet access, and classes
wouldn't mean half as much if taken out of the environment Cheetah-Net Coffee Cafe
will provide. Good coffee, specialty drinks, bakery goods, and a comfortable
environment will provide Cheetah-Net Coffee Cafe customers with a home away from
home; a place to enjoy the benefits of computing in a comfortable and well-kept
environment.
b. Current Target Market

 Students. The large student population will become an important part of the
Cheetah-Net Coffee Cafe customer base. The student population continues to grow
with the success of the University. Evening entertainment, access to the Internet, and
the up-scale ambiance will attract this demographic.
 Business people. The downtown business community is growing rapidly with the
addition of a new Compu-tech building and a flurry of new professional centers.
Cheetah-Net Coffee Cafe will provide a perfect setting for business meetings. It will
also give traveling business people an opportunity to plug their laptops into the
Cheetah-Net Coffee Cafe network to check email communications.
 Seniors. Represent a growing population of Internet users. Cheetah-Net Coffee Cafe
will target the seniors in the nearby downtown retirement centers by offering
"Introduction to the Internet" classes. The Cheetah-Net Coffee Cafe staff will hold
brief classes in the off hours to educate seniors on how to use the Internet to
communicate with friends and family. This will build a regular base of customers
that wouldn't typically use the services offered by Cheetah-Net Coffee Cafe.

c. Current Market Strategy using the 4Ps

d.1. Product

Cheetah-Net Coffee Café’s first strategy focuses on attracting novice Internet users.
It plans on attracting these customers by:
 Providing a novice-friendly environment. It will be staffed by knowledgeable
employees focused on serving the customer's needs.
 A Customer Service desk will always be staffed. If a customer has any type of
question or concern, a Cheetah-Net Coffee Cafe employee will always be available
to assist.
 Cheetah-Net Coffee Cafe will offer introductory classes on the Internet and email.
These classes will be designed to help novice users familiarize themselves with these
key tools and the Cheetah-Net Coffee Cafe computer systems.
Cheetah-Net Coffee Café’s second strategy will be focused on attracting power
Internet users who will provide an important function at Cheetah-Net Coffee Cafe. It
plans on attracting this type of customer by:
 Providing the latest in computing technology.
 Providing scanning and printing services.
 Providing access to powerful software applications.
The third strategy focuses on building a social environment for Cheetah-Net Coffee
Cafe customers. A social environment that provides entertainment will serve to attract
 customers that wouldn't normally think about using the Internet. Once on location at
Cheetah-Net Coffee Cafe, these customers that came for the more standard
entertainment offerings will realize the potential entertainment value the Internet can
provide.
As the popularity of the Internet continues to grow at an exponential rate, easy and
affordable access to the information superhighway is quickly becoming a necessity of
life. Cheetah-Net Coffee Cafe provides the local community with the ability to access
the Internet, enjoy a cup of coffee, and share Internet experiences in a comfortable
environment. People of all ages and backgrounds will come to enjoy the unique,
upscale, educational, and innovative environment that Cheetah-Net Coffee Cafe
provides.

Figure 1. Cheetah-Net Coffe Café Logo

Figure 2. Computer and Printer Product Figure 3. Coffee Section

 d.2. Price

Cheetah-Net Coffee Cafe bases its prices for coffee and specialty drinks on the
"Retail Profit Analysis" provided by our supplier. Determining a fair market, hourly
price for online use is more difficult because there is no direct competition from
another cyber-cafe in our area. Therefore, Cheetah-Net Coffee Cafe considered three
sources to determine the hourly charge rate. Internet access providers use different
pricing schemes. Some charge a monthly fee, while others charge an hourly fee. In
addition, some providers use a strategy with a combination of both pricing schemes.
Thus, it can quickly become a high monthly cost for the individual. Second, Cheetah-
Net Coffee Cafe looked at how cyber-cafes in other markets such as Portland and
Ashland went about pricing Internet access. Third, Cheetah-Net Coffee Cafe used the
market survey conducted in the Fall of 1998. Evaluating these three factors resulted
in Cheetah-Net Coffee Café’s hourly price of 15 pesos per hour.

Figure 4. Coffee Section Price

d.3. Place (distribution)

Cheetah-Net Coffee Cafe will position itself as an upscale coffee house

and Internet service provider. Business people of all types will use Cheetah-Net
Coffee Cafe as a place to hold meetings and catch-up on email communications.
Students from nearby downtown housing centers will use Cheetah-Net Coffee Cafe
as a place to socialize and discuss the latest Internet sites. Seniors from downtown
retirement centers will experience the Internet for the first time at Cheetah-Net
Coffee Cafe. Programs designed to teach newcomers about the power of the
 Internet will help build customer loyalty and spread the word about the services
Cheetah-Net Coffee Cafe offers.

The site where the internet-café will be located was already decided before the
making of this business plan. The location will be close to the school in Western
Mindanao State University near the Normal road.

d.4. Promotion

Cheetah-Net Coffee Cafe will spend almost fifty thousand dollars in its first
year of operations to build a brand and a loyal customer base. Marketing efforts will
be focused on the local market, and the campaign will run the entirety of 1999,
increasing roughly 10% per year to match increased sales revenue. The marketing
budget will consistently equal almost 20% of sales.
A Few Specific Marketing Efforts:
 Local TV spots
 Print Materials
 Local Newspapers
 Local Radio Spots
 CheetahNet Events

d. Competition and Competitors

The main competitors are internet cafes that are visible within the area. These
businesses are located in or near the downtown area, and target a similar segment to
CheetahNet’s (i.e. educated, upwardly-mobile students and business people).

e. Competitive Situation
Competition from online service providers comes from locally-owned
businesses as well as national firms. There are approximately eight, local, online
service providers . This number is expected to grow with the increasing demand for
Internet access. Larger, online service providers, such as AOL and CompuServe are
also a competitive threat to Cheetah-Net Coffee Cafe. Due to the nature of the Internet,
there are no geographical boundaries restricting competition. But Cheetah-Net Coffee
Cafe has its own identity to still shine out of the other competitors.

f. Current Sales Performance

The popularity of the Internet is growing exponentially. Those who are

familiar with the Internet are well aware of how fun and addictive surfing the Net can
be. Those who have not yet experienced the Internet, need a convenient, relaxed
atmosphere where they can feel comfortable learning about and utilizing the current
 technologies. Cheetah-Net Coffee Cafe seeks to provide its customers with affordable
Internet access in an innovative and supportive environment.
Due to intense competition, cafe owners must look for ways to differentiate
their place of business from others in order to achieve and maintain a competitive
advantage. The founder of Cheetah-Net Coffee Cafe realizes the need for
differentiation and strongly believes that combining a cafe with complete Internet
service is the key to success. The fact that no cyber-cafes are established in Eugene,
presents CheetahNet with a chance to enter the window of opportunity and enter into a
profitable niche in the market.

IV. SWOT ANALYSIS

a. Internal Assessment of forces/factors affecting the business

a.1. Strengths

 Knowledgeable and friendly staff. We've gone to great lengths at Cheetah-

Net Coffee Cafe to find people with a passion for teaching and sharing their
Internet experiences. Our staff is both knowledgeable and eager to please.
 State-of-the art equipment. Part of the Cheetah-Net Coffee Cafe experience
includes access to state-of-the-art computer equipment. Our customers enjoy
beautiful flat-screen displays, fast machines, and high-quality printers.
 Up-scale ambiance. When you walk into Cheetah-Net Coffee Cafe, you'll
feel the technology. High backed mahogany booths with flat-screen monitors inset
into the walls provide a cozy hideaway for meetings and small friendly gatherings.
Large round tables with displays viewable from above provide a forum for larger
gatherings and friendly "how-to" classes on the Internet. Aluminum track lighting
and art from local artists sets the mood. Last, but not least, quality cappuccino
machines and a glass pastry display case provide enticing refreshments.
 Clear vision of the market need. Cheetah-Net Coffee Cafe knows what it
takes to build an upscale cyber cafe. We know the customers, we know the
technology, and we know how to build the service that will bring the two together.

a.2. Weaknesses

 A dependence on quickly changing technology. Cheetah-Net Coffee Cafe

is a place for people to experience the technology of the Internet. The technology
that is the Internet changes rapidly. Product lifecycles are measured in weeks, not
months. Cheetah-Net Coffee Cafe needs to keep up with the technology because
a lot of the Cheetah-Net Coffee Cafe experience is technology.
 Cost factor associated with keeping state-of-the-art hardware. Keeping up
with the technology of the Internet is an expensive undertaking. Cheetah-Net
 Coffee Cafe needs to balance technology needs with the other needs of the
business. One aspect of the business can't be sacrificed for the other.

b. External Assessment of forces/factors affecting the business

b.1. Opportunities

 Growing population of daily Internet users. The importance of the Internet almost
equals that of the telephone. As the population of daily Internet users increases, so will
the need for the services Cheetah-Net Coffee Cafe offers.
 Social bonds fostered by the new Internet communities. The Internet is bringing
people from across the world together unlike any other communication medium.
Cheetah-Net Coffee Cafe will capitalize on this social trend by providing a place for
smaller and local Internet communities to meet in person. Cheetah-Net Coffee Cafe
will grow some of these communities on its own by establishing chat areas and
community programs. These programs will be designed to build customer loyalty.

b.2. Threats

 Rapidly falling cost of Internet access. The cost of access to the Internet for home
users is dropping rapidly. Internet access may become so cheap and affordable that
nobody will be willing to pay for access to it. Cheetah-Net Coffee Cafe is aware of
this threat and will closely monitor pricing.
 Emerging local competitors. Currently, Cheetah-Net Coffee Cafe is enjoying a
first-mover advantage in the local cyber-cafe market. However, additional competitors
are on the horizon, and we need to be prepared for their entry into the market. Many
of our programs will be designed to build customer loyalty, and it is our hope that our
quality service and up-scale ambiance won't be easily duplicated.

V. CURRENT MARKETING PROBLEM/ISSUE

After analyzing and examining all the factors to consider, discuss and explain
potential problems or issues to be taken up in the development and formulation of your
marketing strategies to help improve the business operation and its performance as a whole.
VI. MARKETING OBJECTIVES

Cheetah-Net Coffee Café’s marketing objectives for the first three years of operation
include:

 Grow total sales by 10% annually;

 Diversify the service offering to insulate the business against fluctuations in any one
component of the revenue stream;
 Build customer loyalty through educational programs;
 Maintain a staff of enthusiastic employees excited to share their Internet knowledge
with Cheetah-Net Coffee Cafe customers; and
 Build the Cheetah-Net Coffee Cafe brand to the point where it becomes a household
word in the area.

VII. DEVELOPMENT OF MARKETING STRATEGIES

a. MARKETING STRATEGY NO.1

Cheetah-Net Coffee Café has three main strategies. The first strategy focuses on
attracting novice Internet users. By providing a novice-friendly environment, Cheetah-Net
Coffee Cafe hopes to educate and train a loyal customer base.

b. MARKETING STRATEGY NO. 2

The second and most important strategy focuses on pulling in power Internet users.
Power Internet users are extremely familiar with the Internet and its offerings. This group
of customers serves an important function at Cheetah-Net Coffee Cafe. Power users have
knowledge and web-browsing experience that novice Internet users find attractive and
exciting.

c. MARKETING STRATEGY NO. 3

The third strategy focuses on building a social environment for Cheetah-Net Coffee
Cafe customers. A social environment that provides entertainment will serve to attract
customers that wouldn't normally think about using the Internet. Once on location at
Cheetah-Net Coffee, these customers that came for the more standard entertainment
offerings, will realize the potential entertainment value the Internet can provide.
VIII. MARKETING IMPLEMETATION

a. Marketing Control
b.1. Proposed Marketing Budget each strategy

Breakdown: Activity No.1

____________________________________________________________________________

Item/Description No. of Unit Unit Price Total

Grand Total (in peso)

Breakdown: Activity No. 2

____________________________________________________________________________

Item/Description No. of Unit Unit Price Total

Grand Total (in peso)

Breakdown: Activity No. 3

____________________________________________________________________________

Item/Description No. of Unit Unit Price Total

Grand Total (in peso)

 b.2. Risk Management

Proposed Marketing Identifying the Analyzing the Evaluating the

Strategies Risk Risk Risk

a. Marketing Strategy
No. 1

b. Marketing Strategy
No. 2
c. Marketing Strategy
No.3

b. Action Plan (per strategy)

a. Marketing Strategy No. 1 - ___________________________________________________

ACTIVITY PERSON RESPONSIBLE TIME FRAME BUDGET

b. Marketing Strategy No. 2 - ___________________________________________________

ACTIVITY PERSON RESPONSIBLE TIME FRAME BUDGET

c. Marketing Strategy No. 3 - ___________________________________________________

ACTIVITY PERSON RESPONSIBLE TIME FRAME BUDGET

IX. RECOMMENDATION/CONCLUSION

The following are the recommendations and suggestions of the marketing planners:

 Company should go for attractive advertisement to bring the attention of

costumers towards the product.
 Company should provide easy to handle cup of coffee or let it be in small
pack so that people can carry it on their seats while doing their stuff.
 Company should concentrate on making attractive pricing schemes.
 If company can satisfy the flavor urge then it can attract huge costumers.
 Internet brand connection should be fast and accessible so that costumers
will stay longer in your café.
 Company should concentrate more on product availability such that it is
available in every nook and corner.
 The price should be affordable to all types of costumers.

X. REFERENCES

 www.business.com
 https://www.bplans.com/internet_cafe_business_plan/appendix_fc.php
 https://www.mplans.com/flp-marketing-software.php
 https://www.yayimages.com/28581672/coffee-shop-price-card-or-menu-card-
design.html
 https://www.alamy.com/internet-cafe-pacific-coffee-company-victoria-peak-
hongkong-image7946942.html
 https://www.facebook.com/CoffeeCheetah/?hc_ref=ARRYA_WI_pmb8yN4dFhYUcE
TxQdgFS-
MqU4U1gAAkui6b6o7LTskT50MKrYwsFSo96o&fref=nf&__xts__%5B0%5D=68.A
RAFg7JLxUNgwx0uJzjDCj1lVJ0mTPOYgQOhwgvi7Zc0UQQ0JWonE2nod_0YK9P
DB80JLR514Fx_w_SCUrWcs5YiefI1TUjEGKaQ_Lmg-
guV5NZBqNdIwmSE8KllMU7hwqOl4k8Kn-
abpPuv5iWG9uYsyfeeMWw3f_ji9XmYE95fgMeXmeaB4fRFos9vecIISxE6Wj60I0R
pgrUGDGH_hw1UjoqNTLu_aPn2U_tU8YDokmcR3jMnwqRi6GPXUSdyrnfz-
751P4cY06sh44IRXJ4EiNGtCQlqQrbqA384SsZThv_Jxq7gIuby43REiVIh7gXZjKSp
CyoHnWhhY6OPmds&__tn__=kC-R
 XI. ANNEXES/APPENDICES

PERSONNEL PLAN

MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH
1 2 3 4 5 6 7 8 9 10 11 12

Owner 0% 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000

Part Time 1 0% 660 660 660 660 660 660 660 660 660 660 660 660

Part Time 2 0% 660 660 660 660 660 660 660 660 660 660 660 660

Part Time 3 0% 660 660 660 660 660 660 660 660 660 660 660 660

Part Time 4 0% 660 660 660 660 660 660 660 660 660 660 660 660

Part Time 5 0% 660 660 660 660 660 660 660 660 660 660 660 660

Part Time 6 0% 0 0 0 0 0 0 660 660 660 660 660 660

Technician 0% 1,500 1,500 1,500 1,500 1,500 1,500 1,650 1,815 1,997 2,196 2,416 2,657

Manager 0% 0 0 0 0 0 0 0 0 0 0 2,000 2,000

TOTAL 7 7 7 7 7 7 8 8 8 8 9 9
PEOPLE

Total Payroll 6,800 6,800 6,800 6,800 6,800 6,800 7,610 7,775 7,957 8,156 10,376 10,617

GENERAL ASSUMPTIONS

MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH 12
1 2 3 4 5 6 7 8 9 10 11

Plan Month 1 2 3 4 5 6 7 8 9 10 11 12

Current Interest 8.00% 8.00% 8.00% 8.00% 8.00% 8.00% 8.00% 8.00% 8.00% 8.00% 8.00% 8.00%
Rate

Long-term Interest 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Rate

Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%

Other 0 0 0 0 0 0 0 0 0 0 0 0
Note: We will follow and apply the same rubrics for the Written Analysis of the Case and Oral
Presentation Criteria for the defense of your Marketing Plan.