LOGO:

Business Description:

The creation of the Aroma Café del Perú cafeteria aims to provide
diners with a wide variety of coffees, hot and cold drinks, as well as
sweet and savory accompaniments (sandwiches, empanadas, cakes,
etc.), all made from raw materials. high quality premium. Geographic
segmentation: The market that we will evaluate will be people who
reside, work and travel in the Miraflores district within ten blocks
around our location established at Avenida José Pardo No. 225, next to
Bank de la Nación.

This territorial demarcation is in the Miraflores area where a large part

of the people from the offices of financial companies (banks and travel
agencies), department stores (Saga Falabella and Ripley),
supermarkets (Vivanda, Wong, Metro), restaurants, cafes, commercial
stores and corporate offices.

Vision:

To be the leading cafeteria in the Miraflores district; offering good

quality and healthy regional products.

Mission:
Deliver the highest degree of satisfaction to our customers, offering an
excellent quality product in an ideal environment and accompanied by
exceptional service; having our collaborators as partners.

GOALS:

WEATHER OBJECTIVE GOALS STRATEGIES

- Have a Qualified -Train staff -Design a training

Personnel. - Train periodically. - program
for a better service. - Adequately identify continuously so that
Have a menu with a the products most the staff is informed
wide variety of related to customer about new culinary
products that is demands. -Innovate trends and customer
attractive to in products service. -Offer a
customers. constantly. tasting service for
SHORT TERM customers. -Have a
suggestion box for
customers to
propose what new
products they would
like to consume.
-Expand the -Buy land where the -Be located at key
business to other new branches will points, so that
cities in the country. be. customers have
-Offer catering -have delivery greater access.
LONG TERM services for service to private - offer corporate
corporate events. companies. prices.
Competition Analysis:

Coffee Shop Competition in Miraflores

Cafetería location Description Average

spending

Starbucks Avenue. The Starbucks chain is the coffee S/.10 – 20

José Pardo phenomenon of the last decades. A brand,
where the idea of a luxury café and a chic
297
place to meet friends are already
enshrined in the collective unconscious.
Currently, the chain has more than 16,000
branches in various countries around the
world and its prestige is recognized
worldwide.

Arábica Street Nº It is the mother of the cafeterias in Lima; It S/. 11 – 30

opened in 2008. It is a small corner that
Recavarren
has become the cradle of a whole
269 generation of baristas who today promote
coffee culture throughout the city. From
the hand of David Torres Bisetti, its owner,
Árábica is a cult cafeteria with an offer that
includes coffees from Villa Rica, Cajamarca
and Junín; plus some delicious desserts
made by Hanna Scranton.
Café 21 Street General S/. 11 – 30
It is a restaurant serving Peruvian,
Borgoño N°116 international and South American food, as
part of the Thumderbird Hotels hotel, the
service area is wide with good space
between tables, in addition to having
parking spaces for customers. Its menu
presents salads, sandwiches, main dishes,
desserts, drinks and alcohol is served. They
have a varied buffet breakfast, it also has
promotions on different festive dates. It
has areas for private meetings.

Caficulto Passage Coffee farm has a privileged location and S/. 10 -20
yet it is very little known. Its owner
Julio C. Tello
Miguel Ángel Rodríguez, a coffee lover, is
N° 163 the one who is personally in charge of
roasting his beans on site. They present a
well-treated product, with different
techniques and ways of preparing coffee
and a very welcoming atmosphere.

Avenue Grau S/. 10 -20

Nº 400
La Mora manages the philosophy of: using
the finest ingredients and a traditional
and homemade method to make an
La Mora
exquisite product. La Mora offers sweet
and savory gourmet snacks, cakes for all
occasions, as well as products for
diabetics and celiacs. La Mora has been
characterized since its inception by its
very high standards and demanding
quality control, which are the seal that
supports its products.
Valentini Cafetería Avenue José S/. 15 -25
Pardo Italian cafeteria that began operations in
August 2015, has a varied menu with
545 homemade and healthy desserts,
different types of salad, sandwiches, and
hot and cold drinks, as well as serving
breakfast, lunch, and dinner. The coffee it
offers comes from Chanchamayo. It is a
pleasant place, with good attention and
good photographic details. The quantities
that they offer in their dishes as well as in
the salads are not abundant, but they are
of good quality.

Manolo Avenue José Cafeteria Manolo is well known for the S/. 10 -20
Larco churros that it offers in all its stores. Since
1920 in Burgos Spain, there are four
Nº 608
generations that have managed to
maintain the traditional recipe for
Spanish churros that Manuel Benito
brought to Uruguay.

Juan Ruiz, pioneer of Manolo churros

since 1968 in Peru, he took the proposal
to Colombia, Panama, Costa Rica and
Ecuador; thus becoming the founder of
Manolo churros for Latin America. The
Manolo family continues to be recognized
around the world with its new stores in
Argentina, Panama and the US.

Haití Avenue S/. 15 -50

Diagonal N°
It is a Café-Bar-Restaurant, with a lot of
160 tradition and history, it has a commercial
and competitive location overlooking the
central park of the Miraflores district that
offers a wide variety of coffees, different
types of dishes, desserts and drinks. It has
indoor and outdoor tables. The prices are
not cheap, but neither are they excessive
as in other establishments in the area.
 Ágora Avenue Two-story cafeteria with tables inside and S/. 10 -20
Diagonal N° outside the premises, in front of Parque
Kennedy. It offers a variety of coffee,
378
cakes and cakes, juices, waffles, as well as
a variety of sandwiches. On the second
floor there is an art and design shop
where they sell all kinds of souvenirs from
independent artists.

SWOT analysis

The SWOT analysis will be carried out to examine the situation of the
company. The internal situation is assessed, specifically, the
weaknesses and strengths, as well as the part that includes the threats
and opportunities.
 Strengths threats
Differentiating Deceleration of the
Economy in the
Business
Country.
excellent location
High competition in
Productivity the field.
increase loss of customer

weaknesses
Limited Financial
Capital Strong Initial
Investment Little
Business Experience.
Chance
Create Differentiating
Brand.
Exploit market niche.
Gastronomy as part of
the strategic plan of
National Development.

The business proposal different from the rest of the cafeteria in the
area is one of the strong aspects of the project. The location, with a
wide flow of potential clients, will be another strength in the
performance of our business, as well as the perfect meeting point for
meetings promoting productivity and teamwork. These elements will
help the business become unique. As opportunities, the creation of a
differentiating brand through products and services is a priority, as well
as exploiting unusual business qualities in a current process of
economic recovery.

Analyzing the threats, there is a high competitiveness in the downtown

district with the consequent variety and quality that the client can find
in different establishments; therefore, poor customer service can
cause any customer not to consume business products again. Finally,
the weaknesses that will be found will be having limited financial
capital, the initial business process accompanied by a strong initial
outlay and a lack of experience in the business environment.
PEST analysis:

Political Analysis

Peru's political life has always been intense, but rarely has it suffered
as much turbulence as in recent years. In the midst of a pandemic that
exposed our structural shortcomings, a discredited Congress and a
president involved in accusations of corruption.

However, we are the country that ranks second in the world as a

producer and exporter of organic coffee, but internal consumption is
still low 680 grams per capita per year, so the government has decided
to promote and increase the internal consumption of coffee as an
action to support coffee producers in the country through the Sierra y
Selva Exportadora program, which is an entity attached to the Ministry
of Agriculture through the internal consumption campaign Cafetera
Perú.

Economic analysis

After growing 3.5% year-on-year in the first half of the year, activity will
lose dynamism in the remainder, with which GDP will grow 2.3% in
2022. For 2023, an expansion of 2.5% is expected, driven by the
recovery of mining and tourism that will compensate for a weak
external environment and the drop in public investment. The still high
inflation and the unanchoring of expectations do not allow us to rule
out that the Central Bank will raise its reference interest rate a little
more before the end of the year, despite the slowdown in activity. In
mid-2023, when inflation is in a sharp decline and the Fed has paused,
the Central Bank will find space to start normalizing the monetary
position.

Culture Analysis

Peru is a very culturally rich country and at this moment we are

experiencing a stage where Peruvians feel proud to be able to have a
wide variety of supplies thanks mainly to our microclimates and the
seven altitudinal levels, but also due to the good seasoning of
Peruvians.

Culturally, Peruvians increasingly have a greater taste for Peruvian

food, the government encourages the consumption of Peruvian coffee
and tourists are increasingly attracted by our rich gastronomy which
includes food and drinks, therefore the demand for the products that
we will offer It will have a great reception from all this universe of
people.

Technological Analysis

Technologically the business will not have a very strong influence;

Therefore, technology is not considered important for the business
plan. The offer that we offer is that of a quality and traditional product,
which is why we do not consider importing the latest technology in
coffee makers or the latest technology in machines to prepare each
product that we will offer; Although technology will not be used as a
strong business factor, if we take it into consideration in terms of
advertising and marketing, as well as some sales strategies, several
technological agents will be used in order to maximize investment and
reach the public more accurately. . We know that the industry in which
we participate is quite competitive, so sales plans will have to be highly
strategic, as well as aggressive, so we are willing to use all
technological means to reach the target audience we are aiming for.

The technology will be applied directly to the commercial area;

communicating our products, making our offer known, as well as
communicating the promotions that we will offer to attract new
customers; We will achieve all this thanks to the technology that can
help us measure the impact of each of the investments that are made;
however, we know that the technologies used for the
commercialization and marketing of our business plan will make the
investment more effective and therefore we will be able to use more
specific means of communication and at a lower price.

Marketing strategies:
To propose the marketing strategy of Aroma Café Perú, the Ansoff
matrix (1957) has been used, which is a tool that allows determining
the strategic direction of growth of a company, being useful only for
those companies that have set the objective of increase. The Ansoff
Matrix relates products to markets, classifying the product-market
pairing based on the criterion of novelty or topicality. As a result, there
are four strategies: market penetration, development of new products,
development of new markets or diversification. For the cafeteria, the
"market penetration" strategy has been chosen, until we position
ourselves adequately and achieve customer loyalty. The positioning of
Aroma Café Peru in the market depends on two factors:

 Differentiation factor:

It is oriented to the diversity of regional coffees of Peru that are going

to be offered and all of high quality.

 Position factor:

The position will be obtained:

 The staff who work in the cafeteria have the experience and
knowledge necessary for the development and fulfillment of their
functions.
 The agreements established with barista schools make it easier
for students to put into practice the knowledge they have
learned.
 Strategic alliances with suppliers allow the cafeteria to offer a
diversity of high-quality coffees and accompaniments (sweet
and salty) to delight the customer.

Loyalty aims to establish a long-term link between the company and

the customer, so that the relationship lasts after the purchase is
completed. To carry out the loyalty of a client, you must know in depth
and for them you must ask and inquire about their tastes and needs.

There are 06 strategies for customer loyalty:

• Provide good customer service: provide the customer with good

service, friendly treatment, a pleasant atmosphere, comfort,
personalized treatment and prompt attention. Providing customer
service allows us to gain their trust and preference, and thus make
them buy our product again, and it is very likely that they will
recommend us to other consumers.

• Provide post-sale services: which consists of providing the customer

with post-sale services, such as product home delivery service, free
product installation, product usage advice, etc. The purpose of
providing this type of service is to gain the trust and preference of the
client; but in addition to this, it allows you to maintain contact with him
after the sale has been made.

• Maintain contact with customers: consists of getting their personal

data and then taking care of it. Maintaining contact with the client
allows us to create a close relationship with them and make them feel
that we care about them, but it also allows us to eventually
communicate our new products and promotions.

• Seek a feeling of belonging: it consists of ensuring that the client

feels part of the company, providing good customer service, but also
making them participate in the company's improvements or making
them feel useful to it.

• Using incentives: the use of incentives or promotions is aimed at

getting the customer to repeat the purchase or visit us again.

• Offer a good quality product: the best way to build customer loyalty is
to offer them a very good quality product that satisfies their needs,
tastes and preferences.

Marketing objectives:

"Aroma Café del Perú" aims to provide personalized attention to each

customer, which will allow us to optimize the customer experience,
getting to know them better and delivering a product according to their
demands. This will allow the customer to feel valued. Each cup of
coffee served should have good body and flavor, as should the
accompanying products. Innovation in recipes will also be a plus to
add attractiveness to the cafeteria. The decoration of the cafeteria is
also an important factor, so that the client feels comfortable and
comfortable during his visit.
Product Strategy

Aroma Café del Perú selected the market penetration strategy as this
business seeks to position itself in the market with products that are
currently available.

The differential characteristics that our products, location and service

will have to achieve customer loyalty and market penetration are
specified below.

- The coffee beans will be obtained from different regional areas of

Peru, offering coffees of different varieties as specialty coffees;
spreading this characteristic of the product so that it is internalized in
the consumers.

- Sandwiches and other drink accompaniments will be made with fresh

and healthy products. High-quality inputs will be available thanks to the
knowledge of the suppliers of inputs and prepared products.

- The place will have a warm and comfortable atmosphere, with a

specialized methodology for attention and extended hours; which will
take advantage of the concentration of the target audience.

- The good location of the premises, in the center of Miraflores,

surrounded by commercial areas and business centers, which will
ensure obtaining a larger market.

Considering the above, the following is established:

Objective:

Capture the attention of clients, including the clients of the

competition, to then generate their loyalty with the business and thus
achieve penetration and positioning in this market.

Method:

advertising through social networks about the type of products,

opening hours, promotions and discounts. Activity cost: per monthly
advertising. The cost is included in the marketing budget.