Coffee House Business Plan

소개글

영문으로 작성한 까페 사업 계획서입니다. 수업때 A+ 받은 리포트입니다.

목차

1 Business Summary
1.1 Mission
1.2 Objectives
1.3 Major Keys to Success

2 Product
2.1 Product Description
2.2 Competitive Comparison
2.3 Future Products

3 Market Analysis Summary
3.1 Industry Analysis
3.1.1 Coffee Industry Analysis
3.1.2 Competition & Buying Patterns
3.2 Market Segmentation
3.3 Market Targeting
3.4 Market Positioning

4 Marketing Strategy
4.1 Promotion Strategy
4.2 Distribution Strategy
4.3 Positioning Statement
4.4 Pricing Strategy

5 Competitive Advantage
5.1 Value-Proposition
5.2 Competitive Edge

6 Management Summary
6.1 Organizational Structure
6.2 Management Team

본문내용

Introduction
Thanks primarily to Starbucks, within the past 20 years,the coffeehouse hasbecome a familiar feature. Every day, millions of people stop for an espresso-based coffee drink. People who would not have dreamed of spending more than 50 cents for a cup of coffee a few years ago now gladly pay $5to $8 for their cappuccino, mocha latte or vanilla ice blended drink.
The specialty-coffee business is growing at a healthy pace. During the past 20 years, there has not been?a single?year, despite war and recession,?in whichspecialty coffee sales have not grown. In many years the increase has beenin double digits.In addition, nocoffeehouse chains have failed during this time, although the list of casualties in other industries is quite long.
Starbucks, The Coffee Bean, Peet`s, Diedrich`s, Lavazza, Double Coffee and other major chains serve average quality drinks in establishments that have the same generic design appearance. Indeed, Starbucks and The Coffee Bean are often referred to as "fast food" coffeehouses due to their "cookie cutter" same design.

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