This paper outlines an eight stage plan that will enable sunshine cafe promote its brand and increase walk in business.
Situation analysis
Sunshine cafe is a leading beverages cafe specializing in coffee and it has a chain of coffee houses. The cafe targets the middle class and thus its coffee houses are strategically located in towns. The cafe relies on good reputation as its major tool of advertisement. The cafe has an efficient management that allows close correspondence among the coffee stores.
Objective
The objective of the cafe is to enlarge its current market without deviating from the current business structure that targets the middle class. The cafe will therefore increase its business in college towns while improving on its service delivery.
Audience
The primary audience is the college students while the secondary audience is the communities that live in the college towns. The message that should be directed to the students will be that of affordable beverages and quality service.
Strategy
The cafe will have coffee stores in strategic locations in the college towns that will enable the college students to easily access the products and services of the cafe. The service quality will be excellent to encourage the customers to return.
Tactics
College students are young and dynamic; the tactics to be used will include advertisement through the social media. The cafe will also have well designed brochures, the cafe stores should have wireless internet connectivity, and this will be very attractive to college students.
Timetable
This plan should be rolled out in January; a review should be made after one month. The benefits of increased business should be evident by the third month. After six months the cafe should be a daring of many college students.
Budget
Anticipated income
10,000,000
Proposed expenses
Administrative expenses
2,000,000
Taxes
200,000
Rental Charges
500,000
Miscellaneous
100,000
Anticipated surplus
7,200,000
Evaluation
Evaluation of the effectiveness of the outlined plan will be done monthly. The sales value should have increased while brand name will have gained currency. External evaluation will be performed after three months. This will review whether Sunshine cafe has managed sell its Brand.
