Marketing Management for Atlas Coffeehouse Cafe in Singapore

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