EXECUTIVE SUMMARY

“COFFEE CLICK”, a combination of two businesses. A coffee shop with an internet café. Unlike a typical cafe, provides a unique forum for communication and entertainment through the medium of the Internet. Coffee Click 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 good place to socialize and share these experiences with friends and colleagues like coffee shop. Marketing will play a vital role in the success of Coffee Click. Coffee Click 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 Coffee Click 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.

Our target markets include:
• • •

Students from nearby housing centers. Business people from the business centers and professional buildings. Seniors from nearby retirement facilities.

(COMPANY LOGO)

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Teens continue to play a major role in the business. has been proven to be a winning concept in other markets and will produce the same results. combined with the growing interest in the Internet. Seniors are becoming an important part of downtown business. 2 . CURRENT MARKETING SITUATION Market Situation Coffee Click is faced with the exciting opportunity of being the competitive innovators in the local cyber-cafe market.(STORE IMAGE) II. Office workers in the area and nearby professional buildings continue to add value. Target Market Growth • • • • University students continue to grow at a steady pace. The consistent popularity of coffee.

Distribution Situation Coffee Click café has its own first stand-alone shop in Mandaluyong area. There are a lot of cyber cafes located in the city. Those who are familiar with the information superhighway are well aware of how fun and addicting surfing the Internet can be. Coffee Click does not currently face any direct competition from other cyber cafes in the local market. the rainy season is extremely conducive to coffee consumption. Customers can sign up for a Coffee Click email account. Coffee Click competes not only with coffee retailers. Heavy competition between coffee retailers creates an industry where all firms face the same costs. Service Offering Coffee Click will provide its customers with full access to the Internet and common computer programs and equipment. Many factors contribute to the large demand for good coffee: The student population at the University is a main source of demand for coffee retailers. business centers. There is a positive relationship between price and quality of coffee. while other more exotic beans may sell for as high as Php. Access to popular software applications. Access to laser and color printing. retirement centers. 200. Some coffees retail at Php60. It cannot be sold by other distribution channels. The company hope to build more stores beside mall. Access to Fire Fox Mozilla. Wholesalers sell beans to retailers at an average of a 50% discount. Some of the Internet and computing services available to Coffee Click customers are listed below: • • • • • Access to Coffee Click website. and anywhere as long it has the market.Competitive Situation The dual product/service nature of Coffee Click’s business faces competition on two levels. The popularity of the Internet is growing exponentially. Macroenvironment Situation The retail coffee industry in this area experienced rapid growth at the beginning of the decade and is now moving into the mature stage of its life cycle. relaxed atmosphere where 3 . Those who have not yet experienced the Internet need a convenient. price decreases as volume increases. Coffee Click coffee products are exclusive products of the company. This account will be managed by Coffee Click servers and accessible from computer systems outside the Coffee Click network. Google Chrome or Internet Explorer browsers. like Adobe Photoshop and Microsoft Word. and current trends in the country reflect the popularity of quality coffee and specialty drinks. In most industries. but also with Internet service providers.

OPPORTUNITY AND ISSUE ANALYSIS Strengths • • • • Knowledgeable and friendly staff. Emerging local competitors. o Open new stores with lower store-opening costs (about Php. State-of-the art equipment. Up-scale ambiance. Cost factor associated with keeping state-of-the-art hardware. IV. Clear vision of the market need. 4 . OBJECTIVES Financial Objectives o Have each store reach a Php42. and return for the connection. 2. III. o To build an image separate from smaller coffee chains. Coffee Click seeks to provide its customers with affordable Internet access in an innovative and supportive environment. Marketing Objectives o To create a Coffee Click experience that makes people come for the coffee. stay for the ambience and environment. Opportunities • Growing population of daily Internet users.000 weekly sales level.000 per store on average).999. Threats • • Rapidly falling cost of Internet access. Weaknesses • • A dependence on quickly changing technology.they can feel comfortable learning about and utilizing the current technologies.

By providing a novice-friendly environment. and share Internet experiences in a comfortable environment. To provide communities with the ability to access the Internet. The large student population will become an important part of the Coffee Click customer base. and the up-scale ambiance will attract this demographic. Coffee Click will be a magnet for local and traveling professionals who desire to work or check their email messages in a friendly atmosphere.o To clearly communicate the values and commitments of the business to their customers. The third strategy focuses on building a social environment for Coffee Click customers. or plug their own notebook computers into Internet connections. Power users have knowledge and webbrowsing experience that novice Internet users find attractive and exciting. Coffee Click target market covers a wide range of ages: from members of "Generation X. Power Internet users are extremely familiar with the Internet and its offerings. Our primary target markets include: • Students." who grew up surrounded by computers. The first strategy focuses on attracting novice Internet users. Coffee Click these customers that came for the more standard entertainment offerings. Target Marketing Coffee Click intends to cater both to people who want a guided tour of the Internet and to experienced users eager to indulge their passion for computers in a social setting. The student population continues to grow with the success of the University. enjoy a cup of coffee. will realize the potential entertainment value the Internet can provide. Coffee Click hopes to educate and train a loyal customer base. Mission Coffee Click has one purpose. instead of only growth plans publicized in the media. MARKETING STRATEGY Coffee Click has three main strategies. to seniors from local retirement centers. Evening entertainment. Once on location. access to the Internet. 5 . This group of customers serves an important function at Coffee Click. A social environment that provides entertainment will serve to attract customers that wouldn't normally think about using the Internet. These professionals will either use Coffee Click 's PCs. The second and most important strategy focuses on pulling in power Internet users. Furthermore. V.

easy and affordable access to the information superhighway is quickly becoming a necessity of life. This will build a regular base of customers that wouldn't typically use the services offered by Coffee Click. increasing roughly 10% per year to match increased sales revenue 6 . Marketing Mix Coffee Click's marketing efforts will focus on building a loyal base of customers that will use the services provided on an almost daily basis. Marketing efforts will be focused on the local market. Positioning Coffee Click will position itself as an upscale coffee house and Internet service provider. educational. Promotion Coffee Click will spend almost four hundred thousand pesos in its first year of operations to build a brand and a loyal customer base. The Coffee Click staff will hold brief classes in the off hours to educate seniors on how to use the Internet to communicate with friends and family. Represent a growing population of Internet users. Programs designed to teach newcomers about the power of the Internet will help build customer loyalty and spread the word about the services Coffee Click offers. Coffee Click will provide a perfect setting for business meetings. upscale. It will also give traveling business people an opportunity to plug their laptops into the Coffee Click network to check email communications.• Business people. and the campaign will run the entirety of 2015. • Seniors. and innovative environment that Coffee Click provides. People of all ages and backgrounds will come to enjoy the unique. Students from nearby housing centers will use Coffee Click as a place to socialize and discuss the latest Internet sites. Services and Service Marketing As the popularity of the Internet continues to grow at an exponential rate. Business people of all types will use Coffee Click as a place to hold meetings and catch-up on email communications. Coffee Click will target the seniors in the nearby retirement centers by offering "Introduction to the Internet" classes. The business community is growing rapidly with the addition of a new Compu-tech building and a lot of new professional centers. enjoy a cup of coffee. Seniors from retirement centers will experience the Internet for the first time at Coffee Click. Coffee Click provides the local community with the ability to access the Internet. and share Internet experiences in a comfortable environment.

Special promotions will be conducted to encourage customers to come into the shop. public relations and publicity are important. Sponsorships. VI. 7 . An excess of staff members will consistently be on hand to provide service to Coffee Click customers. Performance will be frequently evaluated both internally and through customer surveys. ACTION PROGRAMS 1st. Customer satisfaction is our main concern. A social and friendly ambience which is perfect for work and relaxation will be the main goal.Marketing Efforts: • • • • • Local TV spots Print Materials Local Newspapers Local Radio Spots Coffee Click Events Service Coffee Click is a service business.Setting brand image. Coffee Click event will be first introduced. The success of our business depends upon the quality of the service we offer and delivering that service consistently. 4th quarter.Maintaning the image of the company.Our staff is both knowledgeable and eager to please. Quality Service Programs: • • .Attracting customers by providing a novicefriendly environment. Coffee Click is dedicated to delivering this quality service. 3rd quarter. There will be a continous marketing activities and events. Different advertising and promotions will be set to be known by the market.2nd quarter of first year of operation.

Currently. It is our hope that in the future and continues to build relationships with our suppliers. Fixed costs include: rental fee. hardware costs. Variable costs in relationship to per-unit revenues are low. Marketing is a critical component of the Coffee Click business plan. this value will decrease further. Major Marketing Expenses: • • • • • Local TV spots Print Materials Local Newspapers Local Radio Spots Coffee click Events 8 . Fixed costs for coffee click equal almost P150. to a value of 20%. Variable costs are equal to roughly 25% of perunits revenues.000. Building a strong brand and brand loyalty is critical to the success of Coffee Click. Break-even Analysis Coffee click is operating in an industry capable of supporting high gross margins. payment of debt. The marketing budget is based on a percentage of sales value. and other costs Coffee click must maintain on a monthly basis. PROJECTED PROFIT-AND-LOSS STATEMENT The marketing plan is built on these truths: 1. Coffee Click will break even at a monthly sales point of P200. 3. 2. facility lease costs.VII. Sales Forecast Revenues for the first year of operation are based on an almost 4-5% growth rate from month to month.00. 000. Expense Forecast The marketing budget will consistently equal approximately 20% of yearly sales.

It will be critical to use this marketing plan and the coffee click business plan as living/working documents. We will track our successes and failures by reviewing planned-vs-actual results. CONTROLS The goal of this marketing plan is to outline the strategies. • • The establishment of coffee click as a community hub for socialization and entertainment. Implementation Milestones The planning activities in every aspect of that the marketing team must meet.VIII. Coffee click will position itself as an educational resource for individuals wishing to learn about the benefits the Internet has to offer. and programs that will make the sales goals outlined in the coffee click business plan a reality in the year 2015. The creation of an environment that won't intimidate the novice user. upscale atmosphere that will differentiate coffee click from other local coffee shops and future Internet cafes. innovative. 9 . We can't allow them to sit in a file. They must be used as a map for the future success of coffee click. Successes and failures will be reviewed and addressed and a quarterly basis. We have these marketing obstacles to face: • The creation of a unique. We have milestones and sales goals to meet and a business plan outlining our first and second year of business in detail. Our marketing efforts will be focused on building the image outlined above. tactics.