Breve Espress

Table of Contents

1. Executive Summary

2. Situation Analysis

2.A   Background

2.B   Internal Environment

2.C   External Environment-Micro

2.D   External Environment-Macro

2.E   Critical Issues

3. Mission and Objectives

3.A   Mission Statement

3.B   Key Marketing Objectives

4. Target Market and Marketing Mix

4.A   Target Market

4.B   Product Name

4.C   Positioning

4.D   Product Strategy

4.E   Pricing Strategy

4.F   Placement Strategy

4.G   Promotion Strategy

5. Financials

6. Performance Evaluations

7. Event Calendar

8. Appendix

9. Bibliography

1. Executive Summary

The Brevé Espresso Company established in 1995 is known for its high quality coffee and exceptional customer service. By launching our new name and promotions at The Brevé Espresso Company, we plan on achieving these goals:

* Increase revenue by 3% from $247,350 to $255,000 by December 31, 2012

* Achieve 5% of total revenue, totaling $16,200, generated by the “Conference Coffee” package

We will achieve these goals by reaching out to our target market and increasing their interests in our company. Our plan is to target the local businesses and their employees located in Clayton, Missouri.

We feel that at The Brevé Espresso Company, we have very limited advertising and promotion. With new advertising and promotions introduced, we could open the door for more opportunities and clientele. Our promotion and advertising plan includes: social media, fliers, newspaper ads, radio ads, pens, fish bowl promotion with business cards, conference packages, and customer loyalty cards.

The Brevé Espresso Company’s number one priority is to satisfy our customers’ needs. We plan on monitoring our customer satisfaction and implementation of this plan by having customers complete surveys. To get customers to fill out these surveys we plan on rewarding them with a 10% discount off of their next purchase. This, in turn, will get the customers back into the store for another...