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    Gaining The Market

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    Dominic Vizcocho
    1. The document outlines a marketing plan for a proposed new coffee shop in the Philippines. It analyzes the large coffee market and established competitors like Starbucks and Coffee Bean. 2. It presents a SWOT analysis, identifying strengths like strong customer relationships and opportunities like hosting events, but also weaknesses like unknown reputation and threats from major competitors. 3. To address weaknesses, the plan proposes using social media advertising to build rapport with customers, training friendly staff, and pricing products affordably to appeal to middle-class customers. The goal is to create a community-focused café that can rival large chains.

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    Gaining The Market

    Uploaded by

    Dominic Vizcocho
    186 views3 pages
    1. The document outlines a marketing plan for a proposed new coffee shop in the Philippines. It analyzes the large coffee market and established competitors like Starbucks and Coffee Bean. 2. It presents a SWOT analysis, identifying strengths like strong customer relationships and opportunities like hosting events, but also weaknesses like unknown reputation and threats from major competitors. 3. To address weaknesses, the plan proposes using social media advertising to build rapport with customers, training friendly staff, and pricing products affordably to appeal to middle-class customers. The goal is to create a community-focused café that can rival large chains.

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    Gaining the Market

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    1. The document outlines a marketing plan for a proposed new coffee shop in the Philippines. It analyzes the large coffee market and established competitors like Starbucks and Coffee Bean. 2. It presents a SWOT analysis, identifying strengths like strong customer relationships and opportunities like hosting events, but also weaknesses like unknown reputation and threats from major competitors. 3. To address weaknesses, the plan proposes using social media advertising to build rapport with customers, training friendly staff, and pricing products affordably to appeal to middle-class customers. The goal is to create a community-focused café that can rival large chains.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    186 views3 pages

    Gaining The Market

    Uploaded by

    Dominic Vizcocho
    1. The document outlines a marketing plan for a proposed new coffee shop in the Philippines. It analyzes the large coffee market and established competitors like Starbucks and Coffee Bean. 2. It presents a SWOT analysis, identifying strengths like strong customer relationships and opportunities like hosting events, but also weaknesses like unknown reputation and threats from major competitors. 3. To address weaknesses, the plan proposes using social media advertising to build rapport with customers, training friendly staff, and pricing products affordably to appeal to middle-class customers. The goal is to create a community-focused café that can rival large chains.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    VIZCOCHO, GERARD DOMINIC A.

    JUNE 16, 2020


    CIT 4302 - 3D

    Convince Me

    I am going to open a coffee shop, more specifically a café, however, there are already a
    lot of competitors in the market. In the Philippines alone, 139.4 million kilograms of coffee
    were consumed last year. Companies like Starbucks, Coffee Bean Tea Leaf, and et cetera are so
    big that it cannot possibly cater to the needs of customers personally. I plan to create a coffee
    shop that is close to its customers as much as possible. In addition to artisanal quality coffee, I
    want to create lasting relationships with my patrons and I will use it as my advantage to the
    established industry giants. In the next paragraphs, I will outline my pseudo-marketing plan.

    First, I will analyze the industry as a whole. I have already mentioned that the Philippines
    consumed 139.4 million kilograms of coffee in 2019. Analytics predicts that by 2025, the
    number will rise up to 164.0 million. However, statistics show that in 2019, only 10% of total
    coffee consumption was in the out-of-home market. Fortunately, by 2025, analysts predict that
    it will rise to 12%.

    I will then analyze the competitors of my coffee shop. I have briefly talked about the
    industry’s biggest market shareholders, namely Starbucks and Coffee Bean Tea Leaf (CBTL).
    However, there are still relatively smaller companies that produce coffee for the market. They
    are Dunkin Donuts, McDonald’s, Jollibee. It is important to note that Jollibee food corporation
    acquired the ownership of CBTL. Another rising giant is domestically-grown Bo’s Coffee
    which has 130 outlets nationwide by 2019.

    Being a new company, there are a lot to tackle. First, there is the threat of the competitors
    in the market. I mentioned at least 5 coffee chains that are well established here in the
    Philippines. However, in my research towards my café I learned, from Bo’s Coffee, that it is
    possible to create a café that can rival the big names of the coffee industry here in our country.

    Having briefly discussed the strengths of my proposed business as well its weaknesses, I
    will present the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis of my
    proposed business.

    STRENGTHS WEAKNESSES
    1. Average cost
    1. Strong relationship
    2. Relatively unknown
    with customers
    3. Questionable
    2. Artisanal coffee
    reputation
    3. High coffee
    4. Established cafes
    consumption in the
    monopolizes the
    Philippines
    customer base
    4. Environment friendly
    5. Limited resources

    OPPORTUNITIES THREATS

    1. Creation of more
    1. Price of coffee beans
    outlets
    may fluctuate
    2. Commission
    2. Very competitive
    advertisements
    market
    3. Host coffee
    3. Major Café
    workshops / events
    Companies has
    4. Host trade shows
    control of supply-and-
    5. High quality
    demand channel
    packaging and
    4. Customer opinions
    presentation

    After discussing the weaknesses of my prospect café, I would like to address them to
    minimize their effects. The cost of my products will not be cheap, but it will not be expensive
    either. I want to pay my skilled baristas but I also want the middle-class customers to not feel
    out of touch with my business.

    Next, my business is relatively unknown and it still has no reputation to show off. My
    predicament is that my reputation will be boosted with the help of time as well as strategically
    timed advertisements.

    To create trust within my beloved customers, I want them to feel happy while they are
    within the bounds of my café. I want them to be satisfied therefore I will train my staff to be
    accommodating of the customers and to tend their needs as fast as possible. I would want them
    to be friendly to the customers as I want the customers to feel like they are part of our family.

    For my advertising strategy, I would not use the television or any classic forms of media.
    I would use social media presence to develop rapport with customers. I will also utilize
    Facebook advertising to target specific people who like coffees to get tailored advertisements.
    This is also a good strategy to target tech savvy millennials as well as the generation z.

    This is my plan if I were to make a café as a business. There are assumptions that I made,
    such as an almost-unlimited budget. In real-life, these strategies will change according to its
    feasibility and impact.

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