MARKETING PLAN

STARCUP CAFÉ

EXECUTIVE SUMMARY

PART I:

a. MISSION

- To satisfy and meet the expectation of the customer by providing the highest

quality of service.

b. VISION

- To be the leading coffee provider by delivering total customer satisfaction

through quality, cleanliness and friendly staff.

c. TAGLINE “A CUP OF COFFEE FOR BETTER SMILE “

- Is that our CAFÉ often provides a cozy and inviting atmosphere where people

can gather, connect, and share conversations. This social interaction and

connection can contribute to a better smile by bringing joy, laughter, and

meaningful connections with others. So, in that sense, a cup of coffee can

enhance your smile by creating positive experiences and fostering

relationships.
 d. BUSINESS NAME AND LOGO (STARCUP CAFÉ)

- We create a special place where people could distract themselves from their

daily routine and have a cup of coffee in a nice atmosphere. Our logo is

inspired of a star and cup of coffee. A star that gives hope and light to every

customer/guest who choose our establishment to dine and relax. A cup of

coffee reminds the customer a delicious beverage they can enjoy. Our

establishment is a place where you can be yourself. Every cup of coffee gives

you a comfort, a relaxing experience, and give the peace that you deserve

throughout the chaos you’ve been feel in your entire life. Through our

establishment, you found what’s really meant for you..

PART II: ( COFFEE SHOP )

 PRODUCTS AND SERVICES (MENU WITH FOOD DISCRIPTION)

- STARCUP CAFÉ serve a good quality coffee and a delicious and homemade

breads and pastries.

PART III:

 TARGET CUSTOMERS

- Our target market are the students, teachers, also coffee drinkers because they

see coffee shops and cafés as the perfect hangout space whether is to meet

friends, study or simply enjoy some chill time. Also, with our coffee shop a

regular hotspot/wifi on everyday agenda when needs a break, a distraction or

somewhere to catch up with friends and family.

A. Student- According to (Alsharif et. Al, 2018) they stated that studies have shown that

many college students consume caffeine to increase wakefulness, overcome fatique, cope

with stress, and over all improve their cognitive performance.

B. Teachers- According to (Jones, 2017) she stated that may seem unexciting to those

looking for magic to summon their minds awake in the mornings, but coffee does help. It is a

central nervous system stimulant, meaning it helps wake your brain up. It increases your

energy and your focus, two things that are desperately needed to teach others successfully.

C. Coffee Drinkers- According to (Coffee.org 1997-2023 Keurig and Kcup) they stated that

coffee drinkers say they drink to relax. While they seem like an oxymoron considering that

coffee is a stimulant, a hot cup of decaffeinated coffee or, for some people, even regular

coffee can relax the senses and help them wind down and calm their nerves.

PART IV

UNIQUE SELLING, PROPOSITION, AND COMPETITOR ANALYSIS

- Our uniqueness is our pastries is made by us where not ordering it to others

and it has quality ingredients. We created a way to attract our customers

 through playing game called spin the wheel. Spin the wheel is a type of game

where in the customer can have the opportunity to get their prizes such as

coffee, pastries, bread and others.

SWOT ANALYSIS

STRENGTHS WEAKNESSES

 Great Example of Teamwork  Manual Labor Is Necessary

 Delivers A Positive Environment  Low-Profit Margins

 Direct Relationship with Consumer  No Unique Offering

OPPORTUNITIES THREATS

 Rewards And Offers For Local  Stiff Competition

Customers  Price Sensitive Market

 Serve Additional Beverages  Regular Cash Flow Issues

 Community Engagement

STRENGTH:

 Great Example of Teamwork- Defining teamwork is simple, but understanding how

to work well as a team can be complicated.

 Delivers a Positive Environment- A positive workplace environment is one where

employees feel their hard work is valued and recognized. Rewards are necessary to

encourage certain behaviors in individuals.

 Direct Relationship with Consumer- It is the direct integrate with the customer and

makes a strong buildup between customer relationship. It is connected directly with

 carefully targeted segments or individual consumers, often on a one-to-one interactive

basis.

WEAKNESSES:

 Manual Labor is Necessary- manual processes can be slower and less accurate than

automated systems, leading to reduced productivity and efficiency.

 Low-Profit Margins- This means that the selling price you choose for goods isn’t

much higher that its cost.

 No Unique Offering- If there’s no unique offerings in a business and there’s no new

about your products the customers might get boring and the less offer you have the

less customer you will get.

OPPORTUNITIES:

 Rewards and Offers for Local Customers- Customer reward programs are the

point-based programs loyalty programs designed to increase customer engagement

and purchases in exchange for discounts and other benefits.

 Serve Additional Beverages- Our CAFÉ serves an additional beverage such as

frappe and others not only a coffee.

 Community Engagement- The process of working collaboratively with and through

groups of people affiliated by geographic proximity, special interest, or similar

situations to address issues affecting the wellbeing of those people.

THREATS:
  Stiff Competition- is a strong competition between you and your competitor or even

different companies that attempt to meet the same consumer needs with their version

of a product.

 Price Sensitive Market is the degree to which demand changes when the cost of a

product or service changes. The higher the price sensitivity, the more likely customers

are to switch to cheaper alternatives or reduce their consumption.

 Regular Cash Flow Issues is a cash flow problem that’s when the cash going out of

the business outweighs the cash coming in, causing a lack of liquidity meaning a

company will struggle to make payments to suppliers, pay bills and ultimately

running the business effectively.

 COMPETITOR ANALYSIS

COMPETITOR STRENGTH WEAKNESSES MARKETING

STRATEGY

A. Blend Location: Singzon  No-Contact  Offers a

Mytea Bar Compound, Brgy. Delivery. Coffee taste

Palo Leyte  They don’t and aroma

accept from other

 Offers variety
reservation. country like
of beverages.
 Don’t have “Vietnam.”
 Offers
outdoor  Students
promotion for
seating. Promo 15%
different types
off discounts
of occasion
of all Milk
like “National
tea and
Teacher’s
 Day”. frapped.

 Offers a

delicious food

combo at a

cheap price.

B. Two Slices Location: Samson  The only  They released

Café Bldg. Campetic Road food they a promotion

Palo Leyte offer is often where those

desserts. who attend

 Near School
 There is not the coffee
and Terminal.
enough space month
 They offers a
for car celebration
“Loyalty
parking. will have a
Cards” for
free coffee.
their loyal
 50% off deal
customers to
promotion.
have

discounts.

C. Coffee Location: Phase 1,  Away from  Collect 15

Project Brgy, Maharlika many people stamps to get

Highway Camella like cities. the exclusive

Leyte, Palo, Leyte  They don’t and limited-

serve 24/7. edition

 Offers a
journal.
variety of
 October-iffic
items in their
 menu. treat get a

 Positive Grande

attitude to the Caphe Sua

brands Da for only

P1 with a

minimum

spend of

P599.

PART V: LOCATION ANALYSIS

 PHYSICAL LOCATION

Figure 1: Vicinity Map

(Brgy. Campetic Road Palo Leyte)

100 Square meters PART V: LOCATION ANALYSIS

Location Analysis:

Our Café is located at Campetic Road Palo Leyte and its near at El Fresco Building.

We chose this location to build our establishment because the location of establishment lacks

human interaction because the location has no minimum buildings. It’s easy to access to

target market, the location is near the road, school, and housing estate (Subdivision) that can

catch customers attention.

PART VII: MARKETING STRATEGY

 PACKAGING
 - Our packaging is inspired with our interior design of our establishment that

Modern minimalist with Wooden Effect.

 DISTRIBUTION

Dine and Take Out

- Easy way access

Through Food Delivery App

 PROMOTION

Loyalty Offerings/Cards – You can use it by creating loyalty cards, enabling the

customer to get a stamp with each visit. These cards typically need a number for a

reward.
 Free Samples – Customers who are able to try a coffee before they but it are more

likely to be satisfied with their purchase, and they are also more likely to become

repeat customers. In addition, free sampling can help to generate word-of-mouth

marketing. Which is essential for any business.

Join Food Delivery App – By joining food delivery apps like food panda, grab,

maxim, and etc. You can increase your coffee shop’s reach and bring in new

customers.

 CUSTOMER SERVICE

PART VII: JOINT VENTURES & PARTNERSHIP

 Supplier Partnership

- A supplier partnership is any kind of agreed business relationship between a

supplier of goods and a buyer, generally in a business-to-business (B2B)

context. The partnership itself generally concerns the supply of roasted coffee,

but it can also cover everything from syrups and cups to equipment and

training. It may also require both parties to sign a contract sometimes labelled

as a “supply agreement “.

PART VIII: RETENTION STRATEGY

 Listen to Customer Feedback

- One knows your product including its pain points and shortcomings as well as

your current customers. When they offer feedback, take it into careful

consideration and treat it as a roadmap for updates and new features.

 Reward Customer Loyalty

- Offering loyal customer discounts, special gifts, savings on upsells, and more

can help customers see that they have a lot to gain by sticking with a company

that values them.

 Respond to problems instantly.

- Any problems should be addressed instantly- or as close to instantly as

possible. Even if you can’t completely solve a problem in moments, at least

take the time to update your customers, acknowledging that there’s an issue

and that you’re working on it.

- It’s also important to take responsibility in the event that the problem is caused

by a mistake on your part. Make a sincere apology and explain to customers

what you’ll do to ensure it doesn’t happen again.