Strategic Marketing Plan Term Paper Example | Topics and Well Written Essays - 5000 words

Strategic Marketing Plan - Term Paper Example Budget is tight for the first year and as such, management shall be more than careful in its decision making for the business. Employees shall carefully be chosen and the owner shall make sure that each personnel are oriented towards achieving its corporate goal which is to start gaining profit by the end of the first year. Competition would be very stiff with the presence of various coffee shops that have already established their presence in various parts of Dubai and the rest of the United Arab Emirates. Aviano Coffee is also confident in being able to make gains through its Internet channel. Its Marketing efforts shall be intensified to ensure that the corporate message is brought across the target market. To cap this off, Aviano Coffee Shop wants to achieve two things with the business: to share excellent coffee experience through its quality products and to gain profits to ensure presence in the market for a long period of time. II. BACKGROUND Coffee remains to be one of the mo st preferred beverages anywhere in the world. In the US, it is estimated that 50% of the total population or approximately 150 Million Americans drink coffee in any form, be it espresso, cappuccino, latte or cold coffee. Moreover, among these coffee aficionados, the average consumption is 3.1 cups per day (Coffee Business Statistics Report 2010). As such, it is expected that more and more Coffee shops open and thrive serving the tastes of these coffee lovers. Despite the presence of numerous Coffee shops in the country, there is yet room for more entrepreneurs who want to serve the needs of the Coffee lovers. While some may opt to go traditional, others diversify to create concept shops that do not only serve ordinary coffee, but also the fast growing industry of specialty coffee. It is with these premises that the author proposes to bring into local franchise the Colorado based brand Aviano Coffee. Aviano Coffee is popularly known in Colorado, with its market reach extending to oth er cities in Denver. Its product line highlights Latte Art, where baristas manually extract espresso. The key to competition is the manner by which specialty coffee drink is done, focusing on aesthetics of the coffee products and the ambience within the coffee shop, which focuses on the 18th and 19th century. Management wants to bring its clients into the specialty coffee experience capturing olden moments through appropriate interior design and shop structure. The thrust is to bring into the shop people who intend to have a good coffee experience (Aviano Coffee 2011). Bringing the concept store in Dubai will prove to be a challenging but exciting experience for the owners. Promoting the business within a unique culture, there will be little tweaks into the concept to ensure that the target market will feel most welcome when entering the concept store. This business plan discusses the strategies by which the concept is introduced to the target market in Dubai, and hopefully to other cities in the United Arab Emirates. III. SITUATIONAL ANALYSIS The United Arab Emirates is considered to be one of the most liberal Middle East Countries in the world, according to the State of World Liberty Index It is also considered to be the 5th highest in the whole world basing on GDP per capita, and is the fastest growing economy globally (Top 5 Most Liberal Muslim Countries 2011). The presence of bars, clubs, movie theatres and commercial