OWNERSHIP:

TALHA KHAN
BUSINESS NAME:
EXPRESSION COFFEE SHOP
BUSINESS LOCATION:
BANJONSA LAKE

OWNERS ADRESS:
VILLAGE POTHI BALA, P/O
TEHSIL RAWALAKOT

Expression

Express your feelings

beyond your dream

Vision :

to make well known coffee shop of the city

Mission :

to save the world from mediocre coffee.

Purpose :

to deliver an unbeatable coffee experience.

Punch line :

express your feeling beyond your dream

Executive summary
Expression coffee shop is a coffee shop located
at BANJONSA. Expression coffee shop serves all
type of coffee to provide refreshment. Expression
focus all type of customers such as youngsters,
mature, children, professionals etc. it also serves
verity in coffee and new innovations with coffee.
It adopt eco friendly environment for our coffee
shop. We serve coffee in clay cup. There are eco
friendly furniture use in coffee shop.

Situational Analysis
Expression is in its first year of business as a
start-up business. It recognized the fact that a
comprehensive, strategic marketing plan is
required to ensure profitability and success.
Expression offers verity in coffee. The market
need is for coffee shop that provide refreshment,
convenience and reasonable price charged.
Situational analysis also include
Project at glance
Market needs
SWOT analysis
Key to success

Project at glance
Shop name

: Expression coffee shop

Product

: Coffee

Location

: Banjonsa

Capacity
: 4800 cups/month
Raw material
: Coffee bean, Milk, Sugar, Cream, Icecream, Chocolate
Land

: 1000 sq.ft

FINANCIAL
PLAN

Market need
Convenience :
the area of coffee shop is convenient for valuable
customer because it is near to new court and college
area

Customer services :
servicing the customer with superior attention is what
the employee are trained to provide

Competitive pricing :
the price of coffee is bit more than a traditional
competitor like Nescafe. But far less than coffee
culture and caf coffee day.

Objectives

Increasing sales by 30% in a year

Retain customer satisfaction

To provide eco friendly environment.

To provide different types of innovative

products as per customers teats and
preferences.

SWOT Analysis
Strength :
Ensure quality of product
Focusing on customer teats and preferences
Pricing policy
Convenient area
Friendly environment

Weakness :
Existing competitors
Limited range of coffee
Difficult to maintain

Opportunity :
Introduce online/ telephone order system
Developing new product and services in future
New machines of coffee maker are introduce in
market

Threats :
Government rules and regulation

Key to success
Convenience
Customer attention
Pricing policy

Target market :
Middle class, students, professionals, and
youngsters who like refreshment in their busy
schedule
Children who love sweet and cold coffee
TOURISTS

Advertisement :
In local news paper (DAILY DHARTI, KASHMIR
EXPRESS & FARDAND-E-KASHMIR)
RADIO
PUMFLETS
Store front display

Positioning
Expression

competitive edge is based on

customer taste and preferences. we more
focus on youngsters and students and for
those we provide entertainment source like
customer play musical instruments in our shop.

Marketing mix
Pricing:

expression pricing scheme will be based on a competitive

pricing model with other similar product providers
Distribution:

Expression products will be dispended from our one and only

shop. we provide home delivery.
Promotion

:
our shop is located in TOURIST area so it will significantly
increase visibilities.

Customer

services :
we provide products
preferences.

base

on

customers

taste

and

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

a
h
T

k
n

u
o
y