CONTENT

Executive summary

Situational analysis

Marketing strategy

Financial projection

Implementation control

EXECUTIVE SUMMARY

Coffee shop for IT is a coffee shop located at HACINCO student vilage in

Nhan Chinh village, Thanh Xuan district, Hanoi favorably locates among

big Universities of the country.

We aim to serve the students of IT that everybody can work,

communication in information technology.

Expression coffee shop serves all type of coffee to provide refreshment.

THE DIRECTORS

Legal form of ownership: We have decided to operate this

business as a partnership, with us each specializing in our

own areas. This can be seen as follows:

Le Xuan My Hanh: Technical Support Manager

Duong Manh Tuan: General Manager

Vu Dinh Hung: Finance Manager

MISSION STATEMENT

“To provide a friendly community support through customer

involvement, comfortable atmosphere where the customer

can receive quality, service and entertainment at a

reasonable price.”

SITUATIONAL ANALYSIS

Market SWOT Analysis Key to sucess

MARKET NEED

Convenience

The area of

coffee shop is

convenient for

information

technology

customer

because it is near

to college area.

Customer services

Servicing the

customer with

superior attention.

Servicing the

customer with

superior attention

is what the

employee are

trained to provide.

Competitive pricing

Expression pricing

scheme will be

based on a

competitive

pricing model with

other similar

product providers

SWOT ANALYSIS

Strength :

• Ensure quality of product

• Focusing on customer IT and preferences

• Pricing policy

• Convenient area

• Friendly environment

SWOT ANALYSIS

Weakness :

• Existing competitors

• Limited range of coffee

• Difficult to maintain

SWOT ANALYSIS

Opportunity :

• Introduce online/ telephone order system

• Developing new product and services in future

• Books for IT, line network high quality.

Threats :

• Government rules and regulation

KEY TO SUCCESS

• Convenience

• Customer attention

• Pricing policy

MARKETING STRATEGY

Objectives

Target market

Advertisement

GOAL - OBJECTIVES

Goal

Generate monthly sales revenues of 3% of the target market

within 18 months of opening.

Objectives

Maintain a high standard of quality and service

Ensure a friendly comfortable atmosphere

Place monthly ads in schools, university.

Retain customer satisfaction

TARGET CUSTOMER

• The customer will be between 18 to 55 years old.

• Middle class, students, professionals, and youngsters who like IT

ADVERTISEMENT

• Online marketing

• SEO / Google AdWords

• Facebook Fan page

• Forum seeding

• SMS marketing

• Exchange logo

MARKETING MIX

Pricing

Promotion

Customer

services

FINANCIAL PROJECTION

BREAK EVEN POINT

FORECASTED SALES FOR FIVE YEAR

IMPLEMENTATION CONTROL

The purpose of expression marketing plan is to serve as guide

for the business. The following area will be monitoring to

gauge performance:

Revenue: monthly and annual

Expenses : monthly and annual

Customer satisfaction

Thank you