Marketing Management for Atlas Coffeehouse Cafe in Singapore

This report analyses the marketing plan for Atlas Coffeehouse cafe in Singapore. It includes internal and external environmental analysis, Porter's Five Forces Model Analysis, PESTEL Analysis, competitor analysis, and segmentation, targeting and positioning strategy. The report also discusses the marketing mix and operational plan for the cafe.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in analysis of the marketing plan for Atlas Coffeehouse café that is
situated in Singapore. The marketing plan has analysed the different kind of internal and
external environmental analysis as to identify the issues along with opportunities that can be
gained by them in the future. The main problem statement is to analyse the issues that can be
faced by the company in comparison to the other competitors in the market. Furthermore, the
marketing mix has been analysed as to gain competitive advantage in the entire market.

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Table of Contents
Introduction................................................................................................................................3
Overview of Atlas Coffeehouse.............................................................................................3
Products and Services of Atlas Coffeehouse café..................................................................3
Mission and Vision of Atlas Coffeehouse café......................................................................4
Objectives and Strategies of Atlas Coffeehouse café................................................................4
Short Term Goals and Objectives..........................................................................................4
Long Term Goals and Objectives..........................................................................................5
Creation of Value for Customers in Atlas Coffeehouse café.....................................................5
Porter’s Five Forces Model Analysis.........................................................................................6
Identification of Key Players.....................................................................................................9
PESTEL Analysis.....................................................................................................................10
MICRO Analysis of Atlas Coffeehouse café...........................................................................13
Competitor Analysis of Atlas Coffeehouse café......................................................................15
SWOT Analysis of Atlas Coffeehouse café.............................................................................16
Segmentation, Targeting and Positioning Strategy of Atlas Coffeehouse café.......................18
Marketing Objectives...............................................................................................................18
Detailed 7Ps of marketing in Atlas Coffeehouse café.............................................................18
Detailed Operational Plan........................................................................................................20
References................................................................................................................................21

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Introduction
The report helps in analysing the marketing plan for Atlas Coffeehouse café in
Singapore to ensure the success. The aim of the respective company is to launch a new brand
of full cream milk in Singapore. With the implementation of different marketing strategies
along with internal and external environment analysis, this will help the company in gaining
profitability, sustainability and growth.
The main aim and purpose of the report is to understand the different kind of
marketing tactics that can be applied by Atlas Coffeehouse café as to gain competitive
advantage in the market. The mission of the café can be achieved by the café by establishing
and offering world class offerings in an effective manner. Furthermore, the external and
internal environment analysis can help in understanding the threats and the competition.
Overview of Atlas Coffeehouse
TLC Café is one of the full-service café that is located in Singapore and the café
features full menu of different moderately priced food items that are influenced by French
and African cooking traditions (Atlascoffeehouse.com.sg, 2018). The main aim of the
restaurant is to introduce full cream milk in their café that can help them in gaining
competitive advantage. The café specialises in providing different kind of hot and cold
coffees along with providing the customers with different services at an affordable rate.
Products and Services of Atlas Coffeehouse café
The products and services of Atlas Coffeehouse café includes the first-class delivery
of the hot along with cold beverages inclusive of flavour syrups and fruit smoothies. Atlas
Coffeehouse café includes the selling of consistent quality foods and services and this will
help them in gaining competitive advantage (Adams, Gabler and Landers 2017). The other
kind of services that are included in Atlas Coffeehouse café is to generate ideas as to help the

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customers and increase the sales through the development of the menu with creative
promotions.
Mission and Vision of Atlas Coffeehouse café
The mission of the Atlas Coffeehouse café is to offer the customers a classic
experience at an affordable rate. The mission of the café is to generate huge profitability in
the market with providing quality services at an affordable rate. Furthermore, the café wants
to introduce the full cream milk item in their menu and gain competitive advantage in the
market. The respective mission of the company has helped the company in going a long way
in their operations. The café has tried to increase their sales by improving their different
operations effectively.
The vision of the Atlas Coffeehouse café is to bring the individuals together and
enjoy the different variety of coffee shakes of their café. The company believes that they can
weave fabric of positive relationships between the different customers and experiences that
supports and promotes the common humanity programme. The café can achieve the entire
vision of their company by understanding the moves of the different competitors in the
market and try to apply different techniques to improve the marketing strategies as well.
Objectives and Strategies of Atlas Coffeehouse café
Atlas Coffeehouse café has to develop both short and long-term goals as this will help
them in establishing the brand that are defined to attain the effectiveness of these goals. With
the help of collaboration and planning the financials, this can assist Atlas Coffeehouse café in
expanding the business in the future.
Short Term Goals and Objectives
The short-term goals and objectives of the company are as follows:
To listen to the customers and understanding their preferences appropriately

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To build and nurture the customer relationships effectively
To attract and retain the talented employees in Atlas Coffeehouse café as this can
assist them in gaining competitive advantage in the market
Long Term Goals and Objectives
There are different long-term goals of the Atlas Coffeehouse café that includes:
Profit- the personal income in the excess of more than $50000 per year within the
next five years
Employees- Proper hiring of competent employees who are loyal and committed
towards the task performed by them
Clientele- create a clientele of individuals who work and live that specific area
From the analysis of goals and objectives, it can be analysed that both short and long-
term goals are essential in nature in the organization as this helps in meeting the customer
expectations and be more competitive in nature as well.
Creation of Value for Customers in Atlas Coffeehouse café
Atlas Coffeehouse café has to create value for the different customers by analysing
the different tastes and preferences of the customers. The menu has to be changed by Atlas
Coffeehouse café as this will provide them understanding their value proposition.
The idea of the café to introduce the full cream milk as the main target customers are
between the age group of 15-30. Furthermore, they need to create win-win price and this was
a big issue for the competitors as this kind of introduction of the item in Atlas Coffeehouse
café can be a huge competition for them.
Lastly, Atlas Coffeehouse café has to analyse the desire of the customers in the
competitive market as this can deliver the different products and services to the target

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customers. The segmentation, targeting and positioning is required to be conducted by them
in order to compete with the other coffee shops.
Porter’s Five Forces Model Analysis
The success of Atlas Coffeehouse café is based on the entire effectiveness in
addressing the different negative impacts of the five forces in the industry environment. Atlas
Coffeehouse café has respond to the five forces to maintain the position in the market. Atlas
Coffeehouse café helps in indicating that the company has tried to address the different issues
in industry environment.
Threats of the new entrants is moderate in nature and the barriers are high, however
it can be seen that the initial investment for starting a coffee brand is not high. The saturation
level in the respective industry is moderately high and the new entrants can compete with
them at local level. The different external factors that contributes to moderate force of threat
of new entrants are as follows:
The cost of doing business is moderate in nature
The cost of brand development is high in nature (McDONALD 2016)
The cost of the supply chain is moderate in nature
The threat of different new entrants shows that the new entrants can have significant
impact, however it will not create huge impact on Atlas Coffeehouse café. The new
competitors can be a huge competitor of Atlas Coffeehouse café and they can compete in a
moderate level as well.
Threat of substitutions is the second factor wherein Atlas Coffeehouse café can face
huge competition from the different competitors in the market. This force pertains to the
entire impact of the different substitute goods or services on Atlas Coffeehouse café. In case
of Atlas Coffeehouse café, these are the different external factors that includes the following:

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The availability of the different substitutes has created a strong force
The switching costs is low that has a strong force
The low cost of the different substitutes has a strong force
This component of the threat of substitutes helps in indicating that the different
substitutes have strong kind of potentiality can negatively impact the business of Atlas
Coffeehouse café (Hsu 2016). The customers of Atlas Coffeehouse café can easily shift
towards their substitutes as there are different other options which can be a loss for the
company. Furthermore, the coffee café has to consider the threat from the substitutes as the
top most concern and reduce such with implementation of different technological
advancements (Armstrong et al. 2014).
Bargaining power of suppliers is one of the factors wherein it has been noticed that
the Atlas Coffeehouse café faces the bargaining power of the different suppliers in the market
(Sheth and Sisodia 2015). The following external factors can contribute towards the weak
force or bargaining power of the different suppliers that includes:
High suppliers’ variety creates weak force
Overall supply has weak force
There is moderate force on moderate size of the individual suppliers
This model shows that the suppliers will not have much impact on the Atlas
Coffeehouse café as the overall supply lessens the entire impact of the single supplier on the
organization. This kind of policy reduces the entire influence of suppliers on business has
moderate size compared to supply chain of Atlas Coffeehouse café (Strauss and Frost 2016).
Bargaining power of customers is the other factor in which it has been noticed that
bargaining power of the customers. In this model, the respective force is based on effect of
the individual and grouped customers have on the business of Atlas Coffeehouse café. The

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different external factors contribute towards the strong bargaining power of the customers
that includes the following:
The low switching costs has strong force
The availability of the substitutes has strong force
Small size of the individual buyers has weak force
In this particular component of Porter’s Five Forces analysis, Atlas Coffeehouse café
has to implement different strategies that can help the company in attracting the customers
and be more competitive in comparison to the other competitors in the market. The
customer’s focus can shift from Atlas Coffeehouse café to other cafes in the market as there
are different kind of options available to them (Armstrong et al. 2014).
Competitive Rivalry is the last factor wherein it has been noticed that Atlas
Coffeehouse café can face strong rivalry from the other competitors in the market (Moutinho
and Vargas-Sanchez 2018). The following external factors contribute towards the strong
force of competition that includes the following:
There are large number of firms that have strong force
Variety of the firms has moderate force
The low switching costs has strong force
This element is one of the main factors of the porter’s five forces model wherein it
can be analysed that the respective company can face different kind of competition from the
other coffee café outlets. This competitive rivalry has to be taken by the company in an
effective manner as this can be a big threat for the Atlas Coffeehouse café.

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Identification of Key Players
The key players or the competitors of Atlas Coffeehouse café in the market are as
follows:
Starbucks is one of the competitors of Atlas Coffeehouse café. Starbucks is performing
excellent in satisfying the different demands of the customers. The market share of the
respective café in the US coffee chain industry is 39.8% and the revenue of the company
worldwide is 22.39bn USD (Pride and Ferrell 2016). The marketing objectives and strategies
of Starbucks include:
Excellent customer service
Quality based differentiation
High focus has been always on the satisfaction of the customers
Excellent brand merchandise
The main marketing objectives of Starbucks includes:
To increase the market share of UK to more than 17%
Differnetiation of product and development
Innovation of the product
Threat of new entrants
More options as there are number of competitors
Large variety of products and services
Bargaining power of buyers
Rising prices of coffee beans
overcrowded market
Bargaining power of suppliers
Smoothies
New introduction of full cream milk
Threat from substitutes
Competitors selling similar products
Speciality in coffee and high quality food
Competitive Rivalry

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To grow the average spending of the customers by more than 5%
Caffè Nero is the other competitor of Atlas Coffeehouse café wherein the market
share of the company has increased to more than 29.6% and the revenues has increased to
more than 22 US dollars. The main marketing strategies of the company includes the
following:
Introduction of the system of CRM in the industrial division
Refocus the range of the products on high margin items (Gronroosn 2016)
The main marketing objectives of Caffe Nero includes:
To increase the presence of the café in different parts of the world (Armstrong et al.
2015)
To improve the advertisement campaign of the company in an appropriate manner
These are the two main competitors of the Atlas Coffeehouse café that plays a major
role in analysing their strengths and their competitive advantage. The organization named
Atlas Coffeehouse café has to take care of the different objectives and strategies of both
Starbucks and Caffe Nero as to analyse their techniques to improve their presence in the
entire world effectively.
Furthermore, it is necessary for the café to understand their CRM programs along
with introduction of new item full cream milk in their menu. Atlas Coffeehouse café has to
handle the different grievances of the customers along with marketing the different strategies
and techniques to improve their productivity in the market with implementation of different
kind of technological advancements appropriately.

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PESTEL Analysis
The PESTEL analysis of Atlas Coffeehouse café helps in providing a proper insight
of the entire external environment wherein the different cafes operate and this strategy aids
the formulation of the strategy of those organizations in an effective manner. In order to
introduce new product named full cream milk in the competitive market, proper PESTEL
analysis is required to be done to evaluate the unfavourable and favourable conditions in
country’s political, economic, social, technological, legal and environmental setting.
Political
The key political imperative that is faced by Atlas Coffeehouse café are the concerns
over the sourcing of the raw materials that has attracted the attention of the different
politicians in West where it helps in sourcing the raw materials. Atlas Coffeehouse
café has to adhere to different rules and regulations effectively as this will help in
adhering to the sourcing strategies.
Secondly, the political imperative that can be faced by Atlas Coffeehouse café is the
regulatory kind of pressures within the home market as there is greater scrutiny of the
processes of the business.
Economic
The rise in the operational costs along with labour costs are the inflationary
macroeconomic environment can cause issues in the profitability of the company in a
negative manner (Krishnan and Malick 2015)
The different studies have shown that there are different consumers who are shifting
their focus on different alternatives that can be threat to Atlas Coffeehouse café
(Baker 2014)
Socio-Cultural

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The key socio-cultural issue that can be faced by Atlas Coffeehouse café is related to
expanding their customer base in the market. The company has to include the growing
coffee culture that can be one of the opportunity for Atlas Coffeehouse café (Baker
2016)
Secondly, the other issue is related to the increase in the health consciousness that can
be an issue for Atlas Coffeehouse café as there are different issues related to the same.
Technological Factors
Atlas Coffeehouse café is well poised as to reap the different benefits to the different
customers in an effective manner (Holliman and Rowley 2014)
It can introduce different kind of mobile payments along with analysis of the
preferences of the customers. Through online mode, the company can attract different
customers in an appropriate manner to provide them with different deals
Legal Factors
Atlas Coffeehouse café has properly ensured that it does not run afoul of different
rules and regulations in different countries from wherein it will help them in
spreading their business
Environmental Factors
There are different outcomes about the business practices of Atlas Coffeehouse café
and from the customers themselves. The different CSR programs has to be included
by Atlas Coffeehouse café in order to analyse the environmental factors.
With the help of PESTEL analysis, Atlas Coffeehouse café has to consider the
different kind of political, social, environmental, economic and environmental factors. These
factors help the café in managing the issues related to them and solve the issues effectively

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and mange the issues in an accurate manner. It has been noticed that there are different
environmental factors that has affected the brand image of Atlas Coffeehouse café, however
such issues can be solved by the company with the implementation of technological
advancements strategies.
MICRO Analysis of Atlas Coffeehouse café
The internal or micro analysis is essential in nature to be done by Atlas Coffeehouse
café. The value chain analysis of the respective coffee shop named Atlas Coffeehouse café is
required to be done as this will ascertain the different internal practices of the café. The value
chain analysis is the analytical framework that helps in assisting in identifying the business
activities that helps in creating value and competitive advantage can be gained by them in an
appropriate manner. There are primary and secondary activities that are included in the value
chain of Atlas Coffeehouse café that is required to be including inbound logistics, operations,
outbound logistics, marketing and sales and services. On the other hand, the support activities
include human resource management, infrastructure, technological development.
Furthermore, from the value chain analysis, it can be analysed that inbound logistics
of Atlas Coffeehouse café refers to the selection of the finest quality coffee beans along with
milk products. The company has appointed different suppliers for procurement of different
coffee beans and other products and services. Additionally, the Atlas Coffeehouse café has to
operate in various countries as this will help them in managing the direct sales.
Internationally, the company has to expand the market in different other countries as this will
generate more than 79% of the entire revenue.

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The outbound logistics is the other element wherein it can be seen that there is no
such presence of the intermediaries in the selling of the products in different countries. As a
new venture, the respective café has to analyse the practices of the other competitors in the
market to gain competitive advantage in the market.
Furthermore, the sales and marketing activities of Atlas Coffeehouse café includes
the different kind of quality products to the customer than the aggressive marketing. The
services that are required to be provided by Atlas Coffeehouse café has to be in such a
manner that this will provide and assist them with new product launches such as full cream
milk appropriately.
On the other hand, there are different support activities that includes the infrastructure
of Atlas Coffeehouse café. The infrastructure of the company includes management, financial
and legal requirements that has to be identified and analysed effectively. In order to compete
with the other competitors in the market, this requires Atlas Coffeehouse café to complement
with good customer service along with providing incentives to the employees appropriately
(Kotler, 2015).

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The human resource management and technology development is the main attribute
for Atlas Coffeehouse café as the consistency of the products is major attribute that has to be
managed by the company effectively. It is mandatory in nature for them to produce different
kind of services in such a manner that can create positive work culture for the employees
appropriately. The procurement of the goods and services is essential in nature as this will
help the company in involvement of procuring goods and services effectually.
Competitor Analysis of Atlas Coffeehouse café
Caffe Nero is one of the major competitors of Atlas Coffeehouse café wherein it has
been analysed that Caffe Nero is the direct competitor, however the distinguishing factor of
Café Nero is that the quality is much better than Atlas Coffeehouse café and the wide range
of assortment as well. Secondly, the brand positioning of Caffè Nero adopted European
style, however Atlas Coffeehouse café includes the different American style coffee.
Furthermore, the other distinguishing point is that Caffe Nero has different outlets in
the different countries; however, it is not the same for Atlas Coffeehouse café as they have
limited outlets. Caffe Nero has huge scope of growing in different areas along with expansion
of their menu. However, it is difficult for Atlas Coffeehouse café as the menu is limited and
this can be a big disadvantage for the café as well. Caffe Nero targets the different tourists in
UK or Italians for the Italian kind of cuisine.
The main target customers of Caffe Nero is basically the premium or high-class
individuals basically from the age group of 15-30 years aged individuals. The segmentation
that has been done by them includes the different geographic locations and the company
attracts more customers in the market. Furthermore, the price of the coffee that is served by
them is £2.35 and there is around 11% discount provided on the purchase of the coffee to the
individuals. The positioning of the Caffè Nero has been done in such a manner that the main

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unique selling proposition of the café is to sell high quality item by charging slightly greater
prices for the new innovated products in the market (Kotler, 2015).
Starbucks is the other competitor of Atlas Coffeehouse café wherein it can be seen
that the pricing of the café is higher than Atlas Coffeehouse café wherein they charge £2.60
per coffee. The promotional strategy adopted by the Starbucks include that the customers
can gain 15 stars to earn a free coffee. Starbucks has targeted the age group from 22-60
years age group and this involves the high-income group individuals. The positioning of the
Starbucks has been done on the basis of the premium coffee shop as they created high
standard innovated products with excellent kind of service that is provided to them.
Furthermore, it can be noticed that Starbucks provides different products along with
this they have gained strong brand positioning as well in the competitive market. This is one
of the designer coffee shops that sells premium coffee and it features exclusively in different
established countries.
SWOT Analysis of Atlas Coffeehouse café
Strengths
It has excellent brand visibility along with brand name
The young crowd is the target group and it is spread in more than 200 countries
There are different loyalty programs that helps in offering discounts and attracts
customers (Kotler, 2015)
The coffee quality is excellent and they have included different new items in their
menu that includes full cream milk
There are frequent offers provided by Atlas Coffeehouse café as this helps them in
becoming one of the famous brands in the entire world
Weaknesses

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It is perceived as one of the most expensive brands in the country
There is huge rate of competition from other coffee shops or fast food joints (Kotler,
2015)
The menu is less innovative in nature
The self service that is available at Atlas Coffeehouse café can be uncomfortable for
the different customers who are visiting the café
The entire management team has not worked together for a very long period
Opportunities
Proper introduction of new and cheaper versions of coffee that can help them in
diversifying the entire menu
Atlas Coffeehouse café has to introduce variants in coffee and tea along with full
cream milk that will help them in expanding the business appropriately
Atlas Coffeehouse café has different tie ups with different companies for different
promotional activities (Kotler, 2015)
There is huge scope of innovation for the company as they are planning to introduce a
new menu named full cream milk as this can help them in gaining competitive
advantage
The operating hours is restricted in nature that can be increasing more customer base
Threats
There is huge threat from the existing coffee chains along with fast food outlets
This is dependent on different kind of government commodity rates
The overall and entire macro environment is to support the high disposable income
The large unorganised market is one of the major threat that can create huge issues for
their business

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Lastly, there are customers who are becoming health consciousness and they prefer to
avoid coffee, this can be a threat for the company
Segmentation, Targeting and Positioning Strategy of Atlas Coffeehouse café
Segmentation- The young generation individuals both boys and girls who prefer
drinking coffee and likes to hang out with different friends and relatives.
Targeting – The main target individuals of Atlas Coffeehouse café includes the
middle and high-income groups individuals in the market (Kotler, 2015)
Positioning- The positioning has been done by Atlas Coffeehouse café in such a
manner that it is the kind of beverage that invokes love, sense of warmth and love on the
different individuals. The main target market of Atlas Coffeehouse café is the mass market as
they will gain more competitive advantage (Kotler, 2015).
Marketing Objectives
The different marketing objectives of Atlas Coffeehouse café includes the following:
To provide quality-based differentiation products along with excellent customer
service to the target customers
To create an excellent brand merchandise as this will focus mainly on the customer
orientation
To use the different unconventional methods and techniques for branding along with
marketing
Detailed 7Ps of marketing in Atlas Coffeehouse café
Products include the analysis of the core service by providing uplifting coffee
experience along with providing supplementary service such as facilitating the information

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and payment methods. This helps in enhancing the consultation in an appropriate manner
(McDonald and Wilson 2016).
Price includes the competitive pricing that has been adopted by Atlas Coffeehouse
café along with proper revenue management of the organization in an appropriate manner. the
value-based pricing is essential in nature for Atlas Coffeehouse café as to adopt that will help
them in attracting more customers (Kotler, 2015).
Place is the other essential element that includes the central location of the café as this
will help them in attracting more customers. The place plays a major role in analysing the
relationships between the different parties along with proper speciality operations. Atlas
Coffeehouse café has created different convenient locations to gain more competitive
advantage (Kotler, 2015).
Promotion is the element of marketing mix that includes the different public relations
with the customers and making them aware about the different offers. Atlas Coffeehouse café
has to use the communication mix as to include corporate design and sales promotion in their
café in order to gain more customer base.
People is the other element that includes the different partners along with target
customers of the company. Atlas Coffeehouse café has included different kind of
organizational training to the different employees as to make them trained about the various
activities (Kotler, 2015).
Process is the element wherein this includes the physical evidence is essential in
nature for Atlas Coffeehouse café as the process will differentiate them from the other
competitors in the market. The proper maintenance of the equipment along with analysing the
different database for the loyalty cards (Kotler, 2015).

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Physical Evidence is the last element that has to be considered by Atlas Coffeehouse
café as to gain stronger customer base in the organization. Atlas Coffeehouse café has created
strong customer base wherein this included the different presence in various cities and trying
to explore in different countries as well.
Detailed Operational Plan
Particulars May June July August September October November
Situational Analysis
Objectives
Strategy Creation
Action Plan
Control Mechanism

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