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Coffee and Tee Joy Paule
October 17, 2014
(Google images, 2014)
Marketing Mix Model
Product/Service Price
Promotion
Place
C
Competitors
Political and Legal Influences
Technology
Social and Cultural Environment
Economic Environment
Problem
Will it be profitable to open a coffee shop on a RV in South Cariboo, BC?
Initial Investment Equipments
Design, furnishings and decors
License and Insurance
Training and Pre-opening Travel Expenses
Opening Inventory and paper products
Grand Opening and Marketing
Miscellaneous expenses Total
Vehicles $500,000
$8.75
Coffee & Tee
Indirect Competitors
HotelsB&B'sCoffee ShopsGeneral Store
10
2 3
4
Sample Survey
Age- ______ Sex- ______ Ethnicity- ___________
1. How often do you play golf? Once a week [] Twice a week [] Once a month[]
2. Where do you usually play golf? ________________
3. What do you usually have for a drink after playing? Iced coffee[] Hot Coffee[] Energy drink[] Water []
4. How do you like your coffee? Light roast [] Medium Roast [] Dark Roast []
5. Which do you prefer, sandwich [] or a variety of donuts []?
(30,000 random participants in downtown and Cariboo area)
(Google.com, 2014)
48%
42%
10%
42%38%
12%
8%
SWOT Analysis
Strength and Weaknesses “first”
Comfort
Customer awareness (cover with aggressive marketing efforts)
Seasonal (reduce labour force, cater other remote places)
Opportunities and Threats Increase profits
Blend in
Competing against recognized brand (service differentiation)
Product Life Cycle
(Google.com, 2014)
Extension Plan
http://www.youtube.com/results?search_query=rv+on+water
Future Plans
(Google.com,2014)
Media Strategy
Creative Strategy
(Google images, 2014)
(Smithers, 2014)
Slogan“Thought you were at home?”
(Voice-over)Be at home in the outdoors. Coffee & Tee. Have it with your family.
Slogan“Discuss in Comfort”
Three Quarters of Canadian are Community Newspaper Readers
Non-ReadersCommunity News-paper Readers
75%
25%
Evaluation and Control Plan
June, July, August $50,000(price reduction, offer premium)
September, October, November $20,000(reduce labour force, serve other remote areas)
December, January, February $40,000- $60,000(price reduction)
March, April, May $20,000(same as Sept.-Nov.)
(Google.com, 2014)
Coffee & Tee. Welcome to our Family.
Citations and References
1. Van Houte, 2014, Retrieved on September 26, 2014 from
(http://www.vanhoutte.com/en-ca/consumer/shop-online/our-coffees-teas/by-roast/medium
2. 100 Mile House, 2014, Retrieved on September 26, 2014 from
(http://www.100milehouse.com/)
3. Cariboo Vacations, 2014, Retrieved on September 26, 2014 from
(http://www.cariboovacations.com/area.html)
4. StatCan, 2014, Retrieved on September 26, 2014 from
(http://www12.statcan.gc.ca/census-recensement/2011)
5. BC Forest Safe, 2014, Retrieved on September 29, 2014 from
(http://www.bcforestsafe.org/files/BC%20LICENCING%20AND%20REPORTING%20REQUIREMENTS%20-%20updated2.pdf)
6. Wired Pop Out Trailer, 2014, Retrieved on September 30, 2014 from
(http://www.wired.com/2012/12/pop-out-trailer/)
7. Romotow, 2014, Retrieved from September 30, 2014 from
(http://www.romotow.com/assets/press-release.pdf)
8. American Express, 2014, Retrieved on September30, 2014 from
(https://www.americanexpress.com/us/small-business/openforum/articles/on-the-road-running-your-business-from-an-rv-trailer-or-boat/)
9. Small Business, 2014, Retrieved on October 1, 2014 from (http://smallbusiness.chron.com/examples-corporate-culture-34281.html)