Marketing Plan

Executive Summary

The paper is the development of a marketing plan of a coffee shop in Aurora Colorado. The coffee shop chosen for the purpose of developing the market plan is “E Steamer Coffee House”. E Steamer Coffee House is located in Aurora Colorado and the company is engaged in the business of selling coffee to the customers. The coffee shop has the plan to increase its sales and profits; therefore, the company is going towards the development of a marketing plan which could be helpful for the company in making the identification of the competitive market and the main competitors prevailing in the industry. The marketing plan can be helpful for the company in providing a complete review of the strengths and weaknesses of the coffee shop. Thus, it can be said that this marketing plan can be the best support for the company in identifying the problems and finding the best strategies to deal with these problems.

Table of Content

Table of Content3

Introduction4

Situational Analysis4

a) SWOT Analysis4

Marketing Opportunities Analysis5

b) Environment6

c) Demographics6

d) Market Needs6

e) Market Trends7

f) Market Growth7

Distribution9

b) Target Market9

Financials12

c) Monthly Budgets13

Marketing Plan

Introduction

The main purpose of this paper is to develop the marketing plan of a coffee/cupcakes shop in Aurora Colorado. The coffee shop which has been selected for the purpose of developing a marketing plan is E-Steamer Coffee House. The paper discusses the situational analysis of the coffee shop along with the different marketing strategies and competitive analysis for the coffee shop. Given below is the marketing plan for the company.

Situational Analysis

Given below is the situational analysis of E Steamer Coffee House:

a) SWOT Analysis

SWOT analysis helps in identifying the strengths, weaknesses, opportunities and threats of E Steamer Coffee House.

Strengths

The brand name of E Steamer is established and the people of Aurora Colorado are familiar with the brand of E Steamer. The company has the target group of young people; therefore, there is a huge crowd of young people in E Steamer coffee house. The coffee house also provides a great ambience to its customers which is also a biggest strength of the coffee house (Aaker, 2000). The human resource of the coffee house is very talented and experienced in terms of providing the services to customers.

Weakness

Along with the different strengths, there are also many weaknesses faced by the coffee house. The main weakness of the coffee house is the competition faced by it. There are different coffee houses located in the area of Aurora Colorado. Another weakness is the lack of people's interest towards coffee (Randall, 2001). Thus, it is necessary for the company that it should identify its strengths and deal with all its weaknesses which could be helpful for the company in gaining an edge over its competitors.

Opportunities

One of the opportunities for the coffee house is that it can introduce the cheaper versions of coffee. Another opportunity is the adoption of expansion option in the areas where there is a high demand of coffee. The E Steamer Coffee House can also go for the option of ...