"Puffers Pastry " Marketing Plan

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"Puffers Pastry " Marketing Plan Table of Contents EXECUTIVE SUMMARY 3 MISSION STATEMENT 4 DESCRIPTION OF BUSINESS 5 ADVANTAGES AND STRENGTHS 6 CRITICAL RISKS AND PROBLEMS 7 MARKETING 7 COMPETITION 9 OPERATIONS 10 MANAGEMENT 15 FINANCIAL 19 REFERENCES 20 CASE STUDY 2 21 EXECUTIVE SUMMARY This business plan is developed for opening a new patisserie and cafe in Melbourne CBD for its successful opening, growth and market share of its target audience. This rich and diverse business plan is anticipated to reach out to pastry target market, which are seeking superior product at an affordable price within the business community and general shoppers. The interest by consumers in the coffee house industry is sweeping the city. Puffers are positioned to bring this to the Bundoora area. To date it has been confined to the Central and East areas. Puffers will provide a friendly, comfortable atmosphere where the customer can receive quality food, service and entertainment at a reasonable price. The coffee house will offer a variety of choices to the customers. Coffee and tea of all sorts along with cakes and pastries will be offered. Juice, soda, and non-alcoholic beverages also will be available. It will serve breakfast, lunch and dinner. The interior design of the building will focus on projecting a relaxed atmosphere. Puffers will be divided into different areas. Some will have tables and chairs; another will have large antique stuffed couches and chairs, end tables, coffee tables, book shelves filled with books and magazines, tiffany style lamps and braided rugs. A PA system will be installed so that the music and entertainment can be heard throughout. A large selection of table games will be provided. There will be nightly entertainment featuring acoustic jazz, blues and folk music. On selected nights there will be poetry readings and an open

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