Markiting Plan

Coffee House Marketing Plan

Smokey Row Coffee House

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Executive Summary

The coffee industry is well developed and rooted in the American society, Smokey Row Coffee House offers its own unique and nostalgic take of the local coffee shop. Appealing to all ages, they present a warm and inviting atmosphere where one can procure a cup of their signature coffee in addition to some non-traditional coffee house offerings. Based on a concept steeped in Midwest hospitality, Smokey Row Coffee House offers a coffee house environment with the added feel of an old fashioned soda fountain including a diner menu.

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Situation Analysis

Smokey Row Coffee House was established in 1998 and has steadily increased its presence in the Iowa coffee industry. Increased brand recognition and marketing is essential to its success and future profitability.  Local coffee houses are becoming mainstream within society. The basic coffee market needs involve quality, price, and location. Smokey Row Coffee House has utilized word of mouth and unique flavorings and atmosphere to lure potential customers and maintain its following.

Market Summary

Smokey Row Coffee House possess good information about the market and knows a great deal about the common attributes of the prized and loyal customers.  Smokey Row will leverage this information to better understand who is served, their specific needs, and how they can better communicate with them.

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Market Needs

Smokey Row Coffee House is a coffee house that is organized to offer modern conveniences with the nostalgic atmosphere. They offer assorted unique coffee flavors under a personalized brand exclusive to the area. Smokey Row Coffee House seeks to achieve the following benefits that are important to their customers.

• Selection: a unique choice of food and drink options.

• Accessibility: convenient locations with flexible hours.

• Customer service: small town feeling, steeped with Midwestern hospitality....