TONI'S COFFEE EMPORIUM

Toni's Coffee Emporium

Executive Statement

This paper focuses on crafting a business plan which will allow the investors to decipher the reasons to invest in Toni's Coffee Emporium. The nomenclature of the paper infuses vision statement, market analysis, competitor and market plan in order to provide the basis for the investors to invest. Today, competition in the coffee industry is much more intense and diverse than it was few years back. The market in which Toni's Coffee Emporium intends to compete thrives on price, quality and taste. Before cultivating an efficient marketing plan it is important to identify the competitors. Thus, Toni's Coffee Emporium sees Starbucks and Prufrock Coffee as its competitors. The marketing plan stretches itself to three phases and majorly targets internet as a source to expand its reach. Furthermore, the audience which will be targeted in order to increase the sales of Toni's Coffee Emporium comprises of both male and females without any gender discrimination.

Toni's Coffee Emporium

Vision Statement

Our vision is to deliver the best coffee beans to the coffee lovers worldwide, in an environment which offers care and affection.

Market Analysis

Competition in the coffee industry is much more intense and diverse than it was few years back. Therefore this section of the paper focuses on the market Toni's Coffee Emporium' will be surviving in. The market of the coffee shop has been on the rise and due to this very reason many local and international coffee shops has entered this business. Since London is home to immigrants from different countries worldwide. Moreover, London also serves as the business hub of the country. Due to this reason Toni's Coffee Emporium needs to work hard not only on the quality being provided abut also on the ambiance. Many international players such as Starbucks give special attention to the ambiance.

Market needs

Most of the consumers tend to buy coffee and baked biscuits and cookies in order to kill their hunger. Therefore, in order to survive in multi-cultural society Toni's Coffee Emporium' needs to analyse the market needs in order to compete.

Buying Behaviour Patterns

Consumers always focus a lot on prices, quality and taste. They also base their purchases around their mood, gathering and other behavioural patterns (Miles 2003, pp.107). Toni's Coffee Emporium' has many loyal customers, mainly those who are young, students, convenience goers and those with lower income. Occasions such as, children's parties will influence the reasons for going to Toni's Coffee Emporium, the fun atmosphere will attract the children. Attitudes of those who oppose to the methods in which Toni's Coffee Emporium' treat their customers and produce their food also plays a part to which areas to segment.

Competition

Toni's Coffee Emporium' faces stiff competition from many deli, bakeries and restaurants. These deli, bakeries and restaurants are distinguished by providing consumer products with consistent quality, ensuring the same type of care in facilities that are known for their cleanliness, a standard menu and fast service.

Company Strategic Approach

In current aggressive enterprise surroundings, budget-oriented designing or forecast-based planning methods are insufficient for ...