Marketing Enterpreneurship

Book-breakCoffee Shop Feasibility Study

Book-break

Marketing & Entrepreneurship

Module Code ; MAN0307M

Module Leader; Shahid Rasul

Word Count:2579

Abiola Shofoluwe 07029250

Adeniyi Raheem 07006351

Alkali Jallow 05013576

Mike McNally 05002589

Nikoletta Hartmann 07023297

Ola Belo 07027856

Sally El-Khangi 07017596

Bolakale Salau 07018938

Contents page

Executive summary

1. Introduction

1.1 Idea Generation

1.2 Mission

1.3 Business Concept

1.4 Book-Break description

1.5 Products/ Menu

2. Analysis of the Market

2.1 BCG

2.2Product Life cycle

2.3Market segment benefits and attractiveness

3 Analysis of the Environment

3.1 Macro market test

3.2 Porters Five Forces Model

3.3 Competitor’s analysis

4. The Micro Industry

4.1 Mullins model

4.2 Swot

4.3 Product differentiation

5. Financial Analysis

6.0 Conclusion

7.0 Appendices

Executive summary

The aim of this report is to demonstrate entrepreneurial ability. This is for a new business feasibility study for a coffee shop called Book-break. The entrepreneurial aim of Book-break is to serve students of the School of Management and the staff at Emm Lane Bradford.

The feasibility study looks at certain parts of the business plan and analyses the market to find out if the risk of opening a new business is worth investing in

1. Introduction

This report is a feasibility analysis for a Bradford University based coffee and smoothie bar called Book-break. There is a high level of risk attached to any new business but as we want to be successful entrepreneurs this feasibility analysis will help reduce the risk and help us to decide if this business idea is worth pursuing.

1.1 Idea generation:

We noticed that there are many...