St. Lydia - Neri, Jeremae - PT14

COLUMBAN COLLEGE BASIC EDUCATION DEPARTMENT – MAIN
No. 1 Mt. Apo Street, New Asinan

2200 Olongapo City, Philippines
Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
E-Mail Address: columban_college_inc@yahoo.com
Website: www.columban.edu.ph
Gf8
MARKETING PLAN
Submitted by:
Jeremae Glenyse L. Neri
Submitted to:
Jeffrel Thurston
Instructor, Principles of Marketing
Date Submitted:
January 26, 2021
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
TABLE OF CONTENTS
Contents Pages
I. EXECUTIVE SUMMARY ……………………………………………………………. 1
II. THE CHALLENGE …………………………………………………………………….. 2
III. SITUATION ANALYSIS ……………………………………………………………… 3
A. Environmental Analysis ……………………………………………………. 4
B. Company Analysis (if applicable) ……………………………………….. 5
C. Market Analysis ……………………………………………………………….. 6
D. Competitor Analysis …………………………………………………………. 7
E. SWOT Analysis ………………………………………………………………… 8
IV. COMMUNICATION STRATEGY …………………………………………………. 9
A. Positioning Strategy …………………………………………………………. 10
B. Target Market ………………………………………………………………….. 11
C. Product Strategy ………………………………………………………………. 12
D. Price Strategy …………………………………………………………………… 13
E. Place Strategy …………………………………………………………………… 14
F. Promotions Strategy …………………………………………………………. 15
V. METRICS AND TARGETS ………………………………………………………….. 16
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
I. EXECUTIVE SUMMARY
Glenyse’s Café is a minimalist coffee shop located on a busy street in a city. Glenyse’s
Café is designed serve well-brewed coffee to all the coffee lovers and to relief their stress
by drinking our coffee. We our coffee with different variants . It is because we knew and
respect our customers different choices. We also have some pastries and teas. Glenyse’s
Café can serve a minimum of 100 cups a day because it is along the street and passed by
many people especially office workers. Many custumers are very happy with what we
serve because it is very affordable and at the same time it is very high quality. Because
of that, a lot od our customers are asking if we can serve 24 hours. But our shop,
Glenyse's Cafe is only open at 6:00 am to 9:00 pm due to lack of employees. Our coffee
shop is facing some challenges and by making this marketing plan, we want to improve
more and overcome all the chalenges that we are facing.
Hiring more and effective empoyees by following a process and strategy is what we
want to achieve. We want to impelement and create new products that will caught the
attention of many and target the heart of our dear customers. Due to the continuos
development of technology now a days, a lot of people depend what they do and where
they go based on what they see on the internet. So we want to improve our marketing
promotion using some creative media platforms to attract and reach many custumers.
The evaluation of the company's internal strengths and weaknesses and external
opportunities and threats serves as the foundation for this strategic analysis and
marketing plan. By making this, Glenyse’ Café aims to reach more customers and to
provide a more unique, delecious and excellent product. We aim for our shop to
improve,grant all our customers demand, to be better, to serve hsppiness and
satisfaction to all our custumers, for our shop to grow more and learn from all the
challenges that we face, and to prepare and be ready enough for the posible chllenges
and treaths our shop is abput to face.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
II. THE CHALLENGE
Glenyse’s Café is also facing many challenges like the other business. In able for our
business to grow, we need to change a lot in our business and implement new things
that can help us in solving and overcoming our challenges.
Our Café is stuggeling on how can we meet all of our customers satisfaction, what
can we do provide more happiness and good quality of coffee, how can we improve
atmosphear of our shop to make it more relaxing, how can we use our creativity and the
technology to promote our product, how can we our make café unique, how can we deal
with our competitors, and to make our café operate 24 hours.
In able to solve all of this, we are going to plan on following:
 Using a strategy to hire new and trained employees

 Conduct a survey and accept suggestions from customers
 Know more about our target market
 Offer new trends like dalgona coffee and coffee jelly
 Develop a vibe in the café that will customers tranquill
 Connect with customers and make them feel at home when entering the café
 Relauch product that customers rarely purchased like our oolong tea. Our oolong
tea is rarely being bought because customers more prefer to drink black and
green tea. Because of that we can use the oolong tea and make it a milk tea.
 Use the social media to promote our products especially our best selling coffee
 Implement a twist in each product
By making a marketing plan, we can solve all the challenges that we are facing and reach
the goals of our business and able to learn a lot of thing that can help our business to
grow and succeed.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
III.
SITUATION ANALYSIS
Due to our current situation, a lot of business establishments stop to operate. And
luckily, we are not one of them. This pandemic brings so much challenge to the business
world. Many unexpected things happen. A lot of threats and opportunities came. This
situation teaches us to be brave and wise in every decision that we make.
In able for our business to still operate despite this challenging situation, we need to
know and study our environment. We need to grant our customers requests and
suggestions, like making our cafe operate 24 hours. We also need to adjust to the
situation to continue to operate, like operating online and doing home delivery for those
customers who want to go oustside.
We need to be creative and smart, especially in this kind of situation. We must change
our mindset and remember that in every problem that is given to us, there will always be
a solution. We must focus on the possibilities and opportunities that are given to us and
do not be afraid to encounter our weaknesses and threats that surround us because they
are the one who molds us to be strong and to continue to operate despite our current
situation.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
A. Environmental Analysis
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It is very important for us to analyze the enviromnent of our business so that we
can know and understand the factors or possible factors that can affect our business in a
good or in a bad way.
By using the PEST MODEL which is an acronym for Political, Economics, Social,
and Technological; we can able to determine how these factors will affect the
performance and activities of our business in a long-term. It can also give us a clear
understanding of a situation that is related to internal and external factors.
Glenyse’s Café PEST Analysis
Political
- Operations of the company are most likely affected by the changes in the laws
within which the business operates. We get the supply of our coffee beans outside
the country which means we are being affected in change of laws and import
restrictions.
Economics
- No matter where you are, taxes will follow you. They can’t be ignored. And like the
other business, we also pay taxes.
Social
- Social factors influence your target market. Coffee lovers prefer to go in a place
where they can able to breath out their stress and just chill so we developed our
shop to more relaxing place and to the lifesyle of our customers.
Technology
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
- Technology is in every business. We have WIFI inside our café and also uses
debit/credit machines.
B. Company Analysis (if applicable)

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Porter’s Model is a competitive analysis framework that helps us examine the 1
competitive market forces in an industry or segment.
PORTER’s 5 FORCES
Competitive rivalry
- The competitive rivals of Glenyse's Café include Whites Camp Café, Bloleaf Café and
Latitute Café. These cafes are highly competitive locally and provide customers with
another option. This competitive rivalry not just offer a quality coffee, but also at a
competitive price.
Power of suppliers
- Glenyse’s Café have only one solid supplier which the company trusted and have a
good relatioship.
Power of buyers
- The Glenyse’s Café has a very strong product made customers hard to swicth to
another product. Glenyse’s Café also offers a promo to loyal customers.
Threat of substitutes
- The available subtitutes in Glenyse’s Café includes the Tea, pastries, and some
juices. This subtitutes does not harm our main product because we gain a lot of
loyalty to our customers.
Threat of new entrants
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COLUMBAN COLLEGE BASIC EDUCATION DEPARTMENT – MAIN 1

Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
- The treaths of new entrants is really possible espicially in a coffee industry. But it is
impossible for the new entrants to have the same level as Glenyse’s Café.
C. Market Analysis
Using different types of market segmentation allows business to target customers
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based on unique characteristics, create more effective marketing campaigns, and find 1
opportunities in the market. Market segmentation also hepls us get to know our
customers.
Psychographic
- Glenyse’s Café targets people who loves coffee and people who find happiness and
comport when drinking coffee and people who values a chill ambiance.
Demographic
- Glenyse’s Café targets office workers who have average/high income and also
students group of teenagers. And any gender.
Behavioral
- Glenyse’s Café 0ffers a discount to their loyal and rugular customers and also gives a
free mug to every purchase worth of ₱1,000.
Georaphic
- Glenyse’s Café operates in a city and very compatible in a cold weather like rainy
days and christmas season. Cold weather makes people to crave for hot coffee and
teas. It is also compatible during hot weather like summer because Glenyse’s Café
also offers Cold Coffee and teas.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
D. Competitor Analysis
There are a lot of possible competitors in a coffee industry. Especially now a days 6
1
when a lot of people learn to appreciate coffee and use their creativity to make their own
coffee and build their own café.
Some of Glenyse’s Café compititors are Whites Camp Café, Bloleaf Café and Latitute
café. Glenyse’s competitors have a lot of similarities. Their main focus in on serving a
hot coffee and tea. They don’t focus on the different wants and demands of their
costumers and only focus on their main product which is a hot coffee.
Their strengths is that they have a very low prices which a customers liked especially
teens who still doesn’t ear money. And their weaknesses is that they don’t have a strong
brand and because of their very low prices, the quality of their product is quiet low.
Glenyse’s Café competitors market their product b making their price very low to eyes
of consumer and also by spreading flyers to people who walks near their café. And only
aim to earn money and not to satisfy their customer like the top priority of Glenyse’s
Café who cares for the customer’s needs and satisfaction.
Glenyse’s Café competitors is much different to Glenyse’s Café in many ways especially
in serving products and treating customers.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
E. SWOT Analysis
Glenyse’s Café SWOT Analysis 7

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STRENGHTS WEAKNESSES
- Good relatioship with the supplier - Lack of employee

- Strong Brand name and visibility - Limited operating hours
- Good ambiance - Small space
- High quality appordable Products
- Good customer service
- well-trained baristas
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
OPPORTUNITIES THREATS
- Consumers becoming more price

- Attract new customers through sensitive
special offers - Competitors targeting our key
- Improve the overall customer customers/segments
experience - More aggressive competitor behavior
- Add more product line extensions
- Expand our number of stores
IV. COMMUNICATION STRATEGY

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1
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
Glenyse’s Café is very creative when it comes to communication strategy.

When we say communication strategy, it is how your business plans on conveying
a particular message to target customers through diffenrent mediums.
Glenyse’s Café has a products that has the best quality and affordable price
that is right for the quality of the product and by the use of social media,
Glenyse’s Café can able to promote and market their products.
A. Positioning Strategy
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Glenyse’s Café the best well brewed coffee and has the most relaxing café
ambiance. Glenyse’s Café serves high quality products. The quality of the coffee in
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
Glenyse’s Café is very high due to the source of its coffee beans which from
colombia.
The Glenyse’s Café is for the people who loves coffee very much. It is for rich and
nomal people. It is for everyone who appriciates the beauty of coffee.
Glenyse’s Café is not a café who sell their product at the lowest price to attract
many people. Glenyse’s Café is a café who sell their product at affordable price that
is applicable to quality of the product meaning the price is just exact to the cafes
high quality product.
Glenyse’s Café has the best customer service compare to other cafes. In Glenyse’s
Café they care and respect customers like a family. They always serve with a big
smile and assure that the customer is satisfied with the order.
B. Target Market
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00
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
The target market of Glenyse’s café is persons who deeply in love with coffee or the
coffee lovers and office workers.
Coffee lovers are the persons who always says that they cannot live or survive
a day without drinking coffee and people who finds comport whan having a coffee and
office workers are the people who works in a office needs energy to start
their day to wakes them up and give them power when they feel tired.
Glenyse’s Café targets people who really enjoy and appreciate our product not just
Because it is affordable but because it has a value and it can add meaning to their lives.
C. Product Strategy
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1
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
Glenyse’s Café product is COFFEE. Glenyse Café serves the best well brewed
coffee.Glenyse’s Café offers coffee in different variants to respect our customers
difference. We are aware the all customers has their different taste and opinion so we
came up in offering different variants. Our products aim to give happiness and
satisfaction to our customers. By serving coffee, we aim to spread positivity and strenght
to everyone. There some benefits of our coffee like it boost your physical performance,
help you lose weight,helps to burn fats, and helps to focus and stay alert. The quality of
our product is high because of the coffe beans that we are using which is from the farm
of our supplier in colombia which known as one of the worlds best coffee producers.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
Glenyse’s Café packaging is very simple and uses light materials that is very easy to
recycle.
D. Price Strategy
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The pricing in Glenyse’s Café is depends on the 3 sizes. Price of coffee in Glenyse’s Café
range to ₱85 - ₱120. The smallest cup is called “Petite” which is ₱85. And the second to
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
the largest called “Moyen” which is ₱100. And the largest is called “Grand” which is
₱115. The price of our product is very affordable on the high quality of our product.
Compared to other café, they sell their product at very low price and doesn’t able
maintain the quality of their product.
E. Place Strategy
Café is Located in a busy street and surrounded the office buildings. The location of
our café is very easy to reach by our target markets. It is passed by many many people
an because of our different style of our store, it caught the attention of many people
especially the coffee lovers.
Glenyse’s Café is located in this kind of place and environment because it is surrounded
by many apportunites and perfect for our café. In this kind of place, our café stands out
and serves as the life in the busy street.
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
Because of the place, Glenyse’s Café serves as the energy supplier in a busy street. The
café serves as the hope and power to its surrounding.
F. Promotions Strategy
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Glenyse’s Café use the Online Advertising. As many people now a days depend our
lives in what we see online, we use the social media to promote our café and our
product. We created a page to reach a lot of people especially our target market. We
posted our products, the price of our product, and the details in our store in our page.
And because of that, we are able to reach 970.6K followers. Using the social media to
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Tel. Nos. (047) 222-3329, 224-1581-82; Fax No. (047) 222-7782
promote our café and product is very effective and by doing that we are able to reach
more of our target market and we are also able to serve more satsifaction.
V. METRICS AND TARGETS

This will discuss the KRAs, KPIs and targets. This tool will assess whether the
15
marketing plan is a success or not. This serves as guidelines to evaluate the performance
of the plan towards the accomplishment of its SMART objectives.
Notes:
Letter size
12
Georgia
1.5 line and paragraph spacing
Justified text
Indented
1” margin all sides
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COLUMBAN COLLEGE BASIC EDUCATION DEPARTMENT – MAIN

No. 1 Mt. Apo Street, New Asinan

Jeremae Glenyse L. Neri

January 26, 2021

I. EXECUTIVE SUMMARY ……………………………………………………………. 1

II. THE CHALLENGE …………………………………………………………………….. 2

III. SITUATION ANALYSIS ……………………………………………………………… 3

A. Environmental Analysis ……………………………………………………. 4

B. Company Analysis (if applicable) ……………………………………….. 5

C. Market Analysis ……………………………………………………………….. 6

D. Competitor Analysis …………………………………………………………. 7

E. SWOT Analysis ………………………………………………………………… 8

IV. COMMUNICATION STRATEGY …………………………………………………. 9

A. Positioning Strategy …………………………………………………………. 10

B. Target Market ………………………………………………………………….. 11

C. Product Strategy ………………………………………………………………. 12

D. Price Strategy …………………………………………………………………… 13

E. Place Strategy …………………………………………………………………… 14

F. Promotions Strategy …………………………………………………………. 15

V. METRICS AND TARGETS ………………………………………………………….. 16

II. THE CHALLENGE

In able to solve all of this, we are going to plan on following:

 Using a strategy to hire new and trained employees

Glenyse’s Café PEST Analysis

B. Company Analysis (if applicable)

competitive market forces in an industry or segment.

Threat of new entrants

No. 1 Mt. Apo Street, New Asinan

Glenyse’s Café SWOT Analysis 7

- Good relatioship with the supplier - Lack of employee

- Consumers becoming more price

IV. COMMUNICATION STRATEGY

Glenyse’s Café is very creative when it comes to communication strategy.

V. METRICS AND TARGETS

File name format: section_last name, first name_PT14

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