Restaurant Essay

Table of Contents
Preface 2
1. Situation analysis 2
1.1. Market Analysis 3
1.1.1. Market Demographics 3
1.1.2. Market Needs 3
1.1.3 Market Trends 3
1.1.4 Market Growth 4
1.2. SWOT analysis 4
1.2.1. Strengths 4
1.2.2. Weaknesses 5
1.2.3. Opportunities 5
1.2.4. Threat 5
1.3. Product Analysis 5
1.3.1. Competitors 5
1.3.2. Product / service offering 8
1.3.3.Key to success 8
2.Marketing Strategy 9
2.1. Marketing Objectives 9
2.2. Target market 9
2.3. Marketing strategy 11
2.3.1. Product/ Service 11
2.3.2. Price 12
2.3.3. Place 13
2.3.4. Promotion 13
2.4. Financial forecast 13
3.Summary 15

PREFACE
Today, when the life is getting more hurried and stressful and people live is improving; the trend of drinking coffee for relaxing is becoming a popular need, especially in the young people. Now, they choose coffee shop for a quick and convenient place of meeting friends, chatting, relaxing or studying and so on.
Currently, there are too many coffee shops with multiform styles for young people to choose according to their tastes. One of them, Alvelo coffee shop was located in a crowded place of coffee shops and bubble milk tea shops in district 10 and have just established within a year; the coffee shop comes out into society with its own differences and desire to satisfy best its customers’ needs, especially the surrounding students and young people by its product and service.
Definitely, setting up a coffee shop and running it successfully is not a simple and easy thing to do due to objective and subjective conditions related closely to its advantages and disadvantages. Hence, having a good marketing plan can support for business significantly. Have started with a real case, our marketing plan aims to inform others of the Alvelo coffee shop’s product and service in hopes that they will gain interest in what the coffee shop offers, thereby, searching for loyal and regular customers. Farer in the near...