《marketing plan》.doc

Executive Summary We have prepared a simple marketing plan for Wang Xue Ming as well as briefly summarized the whole marketing plan focusing on the introduction of G.E.M coffee bar. G.E.M is a coffee bar which locates near GDUFS, opens twenty-four hours. The reason why we has chosen a coffee bar is that there are a few similar coffee bars near the University as well as it can provide a quiet and leisure environment for consumers to rest or chat. Furthermore, Wang Xue Ming has experienced some junior management roles and has dealt with customer services and customer complaints. Her recent internship could lead to the future employment in the service industry. Following her condition, we have planed to rent a small shop to operate a student coffee bar called G.E.M. In the marketing plan, we have analyzed market trends and marketing environments, outlined the future direction of the coffee bar. We have also analyzed the coffee bar using SWOT and PEST, customers needs and competition. Besides, we have planed key marketing objectives, marketing strategy and marketing tactics in detail. Finally, we have calculated all budgets as well. --- By Carolyn Core Analyses 2.1 Current Marketing situation Marketing is the process of building profitable customer relationships by creating value for customers and capturing value in return. Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. According to the national authoritative organization, survey showed that, in the domestic many cities coffee place each year in professional number grow at around 25%. Chinas coffee market is still in start level, coffee consumption growth is surprising (/). However, G.E.M coffee bar has a good geography position which built near GDUFS and located close to the University campus, with easy access to local transport. Besides, it also approaches to the Bai