Café ‘n Cruise’s marketing strategy will focus at getting new customers

retaining the existing customers to come back more often. Establishing a loyal

customer base is important since such customer core will not only generate most

of the sales but also will provide favorable referrals.

The fact that the cafe will be located in Bantayan Island means that the

target market can be categorized into 2 groups, tourists and residents. The target

market includes the students or youngsters, millennials, young professionals, and

tourists. Since the cruise is located near the shore and it also brings a cozy

ambiance, this will attract a large size of potential customers.

Market Analysis

Tourists
Youngsters
Young Professionlas
Millenials

Pricing

The major reason for the customers to return to a specific coffee bar is a

great tasting coffee, quick service and pleasant atmosphere. Although, as stated

before, coffee consumption is uniform across different income segments, Cafe n'

Cruise will price its product offerings competitively. It ranges from Php90 –

Php165 on the drinks and Php130 – Php145 in desserts and pastries. It has
been made sure that the prices are reasonable.

The customers are not only paying for the food and drinks they consume

but also the ambiance that the place offers and of course the experience it will

give the people who will try the services and other forms of entertainment the

café will offer. The prices are set in consideration of the cost of goods used to

create the products and other facilities the café will provide to its customers.

They strongly believe that selling coffee with a great service in a nice setting will

help us build a strong base of loyal customers.

Distribution

All products and services offered by the café shall be distributed through

the coffee shop’s physical store. Café ‘n Cruise engages itself in direct selling

that the products goes directly to the customers who will be going to the café. It

will not be much of a hassle to the customers because there are order counters

available at the entrance of the shop and waiters are enough in numbers to

provide quick and adequate service to the expected number of customers. The

staffs and personnel will also undergo trainings before the café will officially open

to ensure the quality service that the business promised.

Promotion

Hundreds of flyers will be distributed, and tarpaulins will be posted all over

the town within two weeks prior to the opening of the Café n’ Cruise. But not just

prior to opening, even after the café opened, the company will still be giving
flyers and posting tarpaulins on different places in Bantayan Island and in Cebu

to attract customers. Also, online advertising will be used to have wider scope in

making ang looking for willing customers who want to visit the café.

To grow its client base, Café ‘n Cruise will utilize customer referrals and

cross-promotions with other businesses in the community. At the same time,

customer retention programs will be used to make sure the customers are

coming back and spending more at the café.

Product Mix

Hot Coffee Cakes Smoothies

Macchiato Devil's Good Banana

Aztec Mocha Apple

Chocolate Layer
Simple Espresso Watermelon

Crazy Cappucino
Red Velvet Pineapple

Hot Chocolate Coconut Layer Mango

Product Forecast

The products offered by the business will surely make it to the market. The

company anticipates that the product rendered and offered by the business will

have its identity and name in the market. The vision, mission and objectives of
the business will be reached and achieved. Since it is a Café and it is located in a

place where tourists are abundant, the owners assure that the venture will be

successful. After how many years, Café n’ Cruise will surely succeed, the use of

innovation to develop the products will surely be of great help. The company also

foresee that the operating business will expand in the future and will have great

value for the development of the company.

Cafe 'n Cruise proposed a business that will open in the year 2018. Over

the next five years after they successfully built the business, the analyses that

follow this company are expecting it to grow earnings and production at an

average annual rate of 24%.

Controls

Obsessive customer attention is the mantra. The Cafe n' Cruise

philosophy is to do whatever it needs to be done to impress the customer.

While this could reduce short-term profits, it will strengthen long-term

profitability.

Human resources

Cafe n' cruise recruitment of full time employees are required to have

characteristics that assures the stability and success of the business. Workers of

the cafe must be multi-taskers, they must have knowledge in terms of the basics,

like serving coffee, receiving orders, entertaining customers politely and properly,

operating cash registers and having patience but what makes it better from other

cafes is that the employees need to have special abilities such as being flexible
and open to experiences they need to have an innovative mindset in terms of

creating new and unique recipes that would satisfy the desires of the customers.

The cafe employees themselves are in charge of the menus, proposing

new menus from time to time to let customers try new and improved recipes.

Such employees need to show off their skills and interests in working in the cafe,

since we are hiring baristas we will be expecting the best menus the cafe can

offer. Employees must also come with good character, being respectful,

hospitable, and punctual. As for the accounting department, it is given that they

should be knowledgeable in terms of keeping account of the business' assets

and expenses, they also need to have good attitude towards their

responsibilities.

Nonhuman resources

Cafe n' cruise is practical in terms of handling time and money but

venturesome in terms of handling properties and facilities which makes the

business safe and fun at the same time. Choices of resources for the business

needs to be done carefully and accordingly which holds the future performance

of the business. Practical usage of time and money means that there is no time

to waste in processing and circulating the life of the business for the business to

be continuously successful. The company sees a vision of the future of the

business through thinking outside of the box and having ideas of what would

make Cafe n' Cruise different from other cafes by handling and purchasing

innovative properties and facilities.