Marketing Plan for Buffet Cafe in London, UK

This report outlines the marketing plan for Buffet Cafe in London, UK. It covers the type of business, products and services offered, objectives, market information, operational plan, growth strategy, and financial information. The report also includes a SWOT analysis, PESTLE analysis, and Porter's five forces analysis to understand the external environment and competition. The target market and growth strategies are also discussed to achieve sustainable growth and development.

Marketing plan

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Type of the business...............................................................................................................1
Description of the products and services offered...................................................................1
Objectives...............................................................................................................................2
Market information.................................................................................................................2
Operational plan.....................................................................................................................2
Strategy for growth/development ..........................................................................................2
Financial information.............................................................................................................3
Justification of the businesses................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES ...............................................................................................................................4

INTRODUCTION
A Business plan is a document that highlights all the goals of an organisation and make
strategy to accomplish those goals. It enable the company to outline the market plan, anticipation
for finance, conduct market research, purpose for the business and the mission as well. It also
includes resources which assist in developing the market plan to achieve the objectives of an
organisation(Messina and et. al., 2022). It act as an internal guide which help the executive team
to focus on getting long team objectives of the business organisation. In this report, the new
business that has been taken into consideration is Buffet Cafe which is located in London, UK.
The report will cover the type of the business and description of the offerings of an organisation.
Further, it will discuss the objective of the business and collect market information so that it can
be aware with the external factors that may impact the business of the cafe. Moreover, it will
elaborate operational plan and the strategies for the development of the business and discussed
the financial information that are required to initiate the business.
MAIN BODY
Type of the business
Buffet Cafe is a small and medium size business that has been started recently in the
London, UK whose mission is to serve happiness by providing them wide variety of choices at
the cafe with their best services. It want to create brand awareness by providing such kind of
services which create pleasant environment. The cafe visions includes that it wants to create an
environment which assist in enhancing the guest satisfaction level to the highest priority(Hoang
and Pham, 2022). Their values indicates that they provide fair wages to its staff with respect,
integrity, diligence and excellence and serve best coffee to the customers.
Description of the products and services offered
The products and services that are offered by the Buffet Cafe consists of various items
with coffee such as cake, pastries, pizza, tea, Donuts, sizzler, sandwiches and many more. The
respective cafe provides health and tasty food items according to the taste of the people which
may encourage the people to be loyal customers of the respective cafe. The cafe also includes
various new dishes to improve the experience of the customers by providing them organic food
items including veggies that keep them healthy(Noh, 2022). The cafe has adopted the value-
based pricing strategy so that the profits of cafe can be increased by satisfying the customers.
1

Objectives
The main objective of the Buffet cafe is to provide friendly and comfortable atmosphere
where the customers are served with great quality food and services at the reasonable prices.
This will help in enhancing the base for the customers with quality services that enable the cafe
to earn more profits and increase their revenue(Buruzs and et. al., 2022). The expansion of the
business also included in the objectives so that it can increase the market share by covering all
the areas.
Market information
SWOT analysis
It is an analysis which assists in determine the strengths, weaknesses, opportunities and
threats so that it can keep up with the competition. In relation to Buffet Cafe, the SWOT analysis
has been done as under:
Strengths Weaknesses
Varieties of products: The Buffet cafe has
varieties of products that are offered to its
customers with coffee. It provides quality
products to its customers so as to create
positive insight to the customers. The cafe can
engage customers or create awareness about
the varieties and the quality of the products that
increases their sales(Korabliova, Zaidullin and
Stashkevich, 2022).
High service culture: The Buffet cafe
provides high quality services to its customers
such as clean place, washed cups, good sitting
arrangements, clean waiters and staff and
provides healthy environment. This leaves the
positive impression on the customers which
encourage them to repeat the experience.
Lack of brand awareness: As the cafe is
newly open so most of the customers are not
aware about the cafe which leads to low
revenue to the cafe. The people are not aware
with the brand name of Buffet cafe so they are
not reachable to the cafe which impact the
profitability of the cafe.
Less market share: The Buffet cafe has
limited sitting arrangement and only those
people are aware who are near to the cafe.
Therefore the market share of the cafe is low as
it has limited supplies of services to the
customers.
Opportunity Threat
2

Promotion: The Buffet cafe can promote the
brand name to make the customers aware about
its offerings. It can use social media platform
or online advertisement to enhance the
customers base.
Better customers experience: The Cafe can
increase the experience of the customers by
offering them various reward programs and
new products line so that the more customers
can be engaged to the cafe.
Competition: There is high competition in the
market as there are may cafes that are
providing good services with varieties of
products. They convince customers to switch
for the products and services of the other
cafes(Ratu, Tungga and Kiak, 2022). This may
reduce the profit margin of the cafes the
competitors are providing the products at the
lower prices.
PESTLE analysis
This is a statistical tool that is used by the marketers in order to analyse the external
environment that may impact the business and its profitability. With respect to Buffet Cafe, the
pestle analysis has been described as under:
Factors Analysis
Political The is factors indicates the involvement of the government which may
impact the business of the company. This may include tax policies, trade
restrictions, reforms, tariffs, political stability and many
more(Amoussohoui and et. al., 2022). In relation to Buffet Cafe, it can
make good relation with the government so as to continue its business
and remove trade restrictions. But when the government changes so it
can be impacted with the changing policies as the new authority brings
their own system of rules that have to followed by the cafe.
Economical This factor refers to the economic performance of the business that can
impact the profitability of an organisation. This would include tax rates,
interest rates, inflation rates, wage rate, cost of living and so on. With
reference to Buffet Cafe, it can sale its products at the reasonable prices
so that it can be afford by the every customers. This can be impacted
when there is inflation because the purchasing power of the customers
3

gets low due to increase in the price of the products. So the cafe should
consider this factor to a great extent.
Social This factor which may impact the behaviour of the customers that
includes the culture norms, life style trends, customer belief, health and
safety and so on(Gupta and Kumar, 2022). In context to the Buffet Cafe,
it should provide products according to the taste and preference of the
customers. As the customers are very conscious about their health so it
should provide some organic items or products to engage more
customers. When the culture and norms are not given importance so the
business cannot be survived for more days so it should offers products
as per the target market.
Technological This factor includes the automation, research and development which
can impact the operation of the business. The organisation should use
technology for making the innovative or creative products so that it can
be liked by the people. In relation to Buffet Cafe, it should use the
technologies and the equipments that help it in making the products
tasty and enable to do their operations easily and quickly with any
wastage. Therefore, it should adopt the technology according to the
changing environment.
Legal This factors includes the consumer protection laws, policies and
procedure related to the employees and customers which are engage to
the organisation in order to protect their right and interest. As regard
with Buffet Cafe, it provides its employees fairy wages and provide its
customer good quality products and also follow the legal requirements.
When the laws are not followed by the cafe and any deformity occur so
the cafe would be liable for the action.
Environmental This is a factor which can impact the business as it includes the climate
change, carbon footprints and so on. In relation with the Buffet Cafe, it
follow the environmental laws and energy consumption
regulations(Nyandika, Machoka and Ngala, 2022). Therefore, it makes
4

products with sustainability and strive to reduce the negative
environmental effects and emission of the carbon footprints that are
occurred due to the wastage. It also use less energy consumption
equipments and compel the staff to work considering the environmental
factors. It also add some percentage to the corporate social responsibility
in order to provide benefits to the society.
Competitive analysis - Porters five forces
This is framework that can be used to analyse the competition in the environment that an
organisation may face. In relation to the Buffet cafe, the porters five forces analysis have been
done as under:
 Competition in the industry: It refers to the competitors that are presented in the
industry wit their number of equivalent products and services. When there are less
competitors present in market so the company have an opportunity to charges higher
prices from the customers and gain profits. With reference to the Buffet cafe, there are
many competitors of the cafe in the industry such as Regency cafe, Terry's cafe and so on
that have loyal customers(Vilkov and et. al., 2022). Therefore, it may be difficult for the
cafe to deal with the existing rivals and convince customers to switch for the cafe
products.
 Threat of new entrant: The power of an organisation can be affected when the new
entrant come to the existing industry. As regard with the Buffet cafe, it itself is a new
cafe and entering into the existing industry. Therefore it has to offers its products and
services at the reasonable pries that can be afforded by every customers so that it can get
the loyal customers which help in gaining the competitive advantage. This will help in
getting the cost advantage, access to inputs, economies of scale and strong brand identity.
 Power of buyers: It refers to the power of negotiation that can be made by the customers
for the lower prices of the products and services. This may affect the competitive strategy
of the company as the buyers have alternatives to switches for the another company's
products or services when they are not satisfied with prices and quality of the
products(Roka, 2022) In relation to the b Buffet cafe, it can gain the competitive
5

advantage by providing the customers great quality products and services at reasonable
prices.
 Power of suppliers: This reefers to the costs of the inputs or raw materials for goods and
services that are supplied by the suppliers to an organisation. In relation to the Buffet
cafe, it can be impacted by the number of suppliers because they can charge higher
prices for their unique material when they are few in the industry. But when there are
many supplies so the cafe has chance to switch for the inputs to another suppliers. Thus it
can sell the products by setting its profit margin to the customers.
 Threat of substitute products: These are the products that can be used in place of the
other company products or services. Therefore, this type of products provide opportunity
to the buyers to get the products on the basis of the quality and quantity of the products.
With reference to the Buffet cafe, this may affect the cafe as it increases the high
competition as the buyer always prefer the high quality and reasonable prices(Schriber,
King and Bauer, 2022S). Thus, a cafe needs to develop the strategies to provide good
quality products at the reasonable prices.
Target market
The target market of the Buffet cafe is age group of people between 16 to 46 years and
includes both men and women because the demand for coffee and fast food products are high
between the respective age group of people. It helps the cafe in connecting with the direct
audience by influencing them with the promotion activities so that it can attract the high quality
leads. With the help of target market, the cafe can develop profound customer loyalty dan
improve their relation. Thus, it can target the general public from the all location which assist the
cafe in enhancing its customers base.
Operational plan
It is a written document which explains the nature of the business, sales and marketing
strategy which help the business to get the success. It hires the team and assigned roles and
responsibilities to get the goals of the business organisation and make them liable for the
assigned job. The team helps in seeking funds from the investors. The operational plan provides
the roadmap to get the goals and include the information regarding the staff that is required to
hired and facilitates in knowing requirement of the employees to perform the operation of the
business and the associated resources that are needed for operating the functions.
6

With reference to the Buffet Cafe, it requires a operation plan to perform the activities of
the cafe which includes the hiring of the employees that are need in order to provide their best
services to the customers. It set out the production milestone such as design, varieties, taste,
presentation in order to get more customers and provide them higher satisfaction. It also set the
milestone in order to make promotion of the brand of the cafe and set the budget to meet the
financial need of the business. It help the cafe in increasing the transparency between the various
departments. It also help in better sales and budget forecasting to meet the needs of finance.
Therefore it assist in improving the overall experience of the customers to enhance their
experience so that they can be loyal to the cafe. It also provide clarity and facilitates decision
making.
Strategy for growth/development
An organisation develops various strategies for the growth of the business so it uses the
Ansoff model which is a strategic tool used to develop the growth strategy for the new or
existing products. With reference to the Buffet cafe, the growth strategies are depicted as under:
 Market penetration: This is the least risky strategy that are adopted by a business
concern because it aim is to increase the sale of the existing products or services in the
existing market so that it can increase the market share of the company(avari and Monem,
2022).. This can be done by offering products on the discount prices to attract the
customers or making promotion of the products with the distribution support. All this
enable an administration to increase the sale of the product's or services.
 Market development: This also the least risky strategy because it does not require huge
amount of investment for the research and development process. It aims to sell the
existing products into the new market and expand the existing market(Bruyne and et. al.,
2022) This can be done when the goods and services are offered to the new customer
segments, new market or entering into the foreign markets. It requires a lot of information
when the company enter into the new market to offer it products.
 Product development: This is a strategy that is adopted by an organisation when it is
launching new product to the existing market. The products development is made by an
organisation to increase the turnover by attracting the more customers(Martek, 2022) It
can gain more loyal customers when it make investment in research and development of
7

the products or may get the right to produces the product of another firm or can provide
the brand name to the products that are actually made by third party.
 Diversification: This is the riskiest strategy because in this strategy the company enters
into the new market with its new products. It tries to grab the new opportunities for its
business growth which involve promotion of the products which includes the related
diversification and unrelated diversification.
In relation to the Buffet cafe, it can adopt the growth strategy of the product development
because it is entering into the existing market with its new products which help the organisation
in attracting the more customers towards its brand(Bosah, 2022)... It can aloes gain the
competitive advantage by providing its innovative products to the customers.
Financial information
(This information has been covered in the attached file)
Justification of the businesses
This business has been chosen because these days the cafe are most famous among
youngster so it can be more profitable. It requires low cost of inventory and provide wonderful
space to the work and study. It also provides place to the community for meetings, entertaining
and exchange their ideas. The cafe business provides ways of generating profits and creating the
life style that they want.
CONCLUSION
From the above discussion, it has been concluded that business plan is significant to
initiate a new business to the existing industry so that it can survive appropriately by satisfying
the preference of the customers and get assistance in gaining the competitive advantage. The
business plan provide the roadmap to the organisation which help in growing the business in
proper direction and helps in effective decision making. It help in understanding the key aspects
of the business such as investments, resources and so on. It helps in determining the needs of
finance in future and provide strategies attract the investors and lenders. The report has discussed
about the business plan of the Buffet cafe in which it has elaborated the products and services
that are offered by an organisation. Further it has discussed about the market information by
making pestle analysis to know the external factors that can impact the company and also make
the competitor analysis with the help of porter five forces to know the competition prevailing in
8

the industry. It also has disclosed the financial information that are required to initiate the
business.
9

REFERENCES
Books and Journals
Amoussohoui, R., and et. al., 2022. An extended Canvas business model: A tool for sustainable
technology transfer and adoption. Technology in Society, p.101901.
Bosah, G., 2022. Traditional and Contemporary Notions of Marketing Communications.
In Marketing Communications in Emerging Economies, Volume II (pp. 11-35). Palgrave
Macmillan, Cham.
Bruyne, K.D., and et. al., 2022. A precautionary approach to developing nodule collector
technology. In Perspectives on Deep-Sea Mining (pp. 137-165). Springer, Cham.
Buruzs, A., and et. al., 2022. Fuzzy Decision Support Methodology for Sustainable Packaging
System Design. In Computational Intelligence and Mathematics for Tackling Complex
Problems 2 (pp. 163-173). Springer, Cham.
Gupta, N. and Kumar, A., 2022. Deepika Store: A Dilemma of Being Sustainable or Profitable.
In Socially Responsible Consumption and Marketing in Practice (pp. 113-129).
Springer, Singapore.
Hoang, H.T. and Pham, N.P., 2022. Implementing Agricultural Land Use Solutions to Adapt
Climate Change in the Vietnamese Mekong Delta. In Global Changes and Sustainable
Development in Asian Emerging Market Economies Vol. 2 (pp. 465-475). Springer,
Cham.
Korabliova, V., Zaidullin, M. and Stashkevich, K., 2022. DAIATERY SUPPLEMENTARY
BUBBLE TO LOSE WEIGHT. In European Scientific Conference (pp. 176-177).
Martek, I., 2022. International Construction Management: How the Global Industry Reshapes
the World. Routledge.
Messina, L., and et. al., 2022. A recipe for USO success? Unravelling the micro-foundations of
dynamic capability building to overcome critical junctures. Technological Forecasting
and Social Change, 174, p.121257.
Noh, J.S., 2022. Local University Campus Viable and Relevant Approach to the Times-
Sustainable Wonkwang Academy 2046 Master Plan. Journal of the Architectural
Institute of Korea, 38(4), pp.97-107.
Nyandika, D.O., Machoka, P. and Ngala, M., 2022. The Intervening Effect of Corporate Strategy
on the Relationship between Transformational Leadership and Enterprise Risk
Management Adoption by Commercial State Corporations in Kenya. Journal of
Strategic Management, 6(1), pp.26-42.
Ratu, M., Tungga, C.A. and Kiak, N.T., 2022. The Impact of COVID-19 on the Socioeconomic
Conditions of the Province of East Nusa Tenggara. In Modeling Economic Growth in
Contemporary Indonesia (pp. 253-275). Emerald Publishing Limited.
Roka, K., 2022. Environmental and social impacts of food waste. In Responsible Consumption
and Production (pp. 216-227). Cham: Springer International Publishing.
Savari, H. and Monem, M.J., 2022. Optimal operational instructions for on‐request delivery
using hybrid genetic algorithm and artificial neural network, considering unsteady
flow. Irrigation and Drainage.
Schriber, S., King, D.R. and Bauer, F., 2022. Retaliation effectiveness and acquisition
performance: The influence of managerial decisions and industry context. British
Journal of Management, 33(2), pp.939-957.
10

Vilkov, V., and et. al., 2022. Forecasting of Supplies in Liquidation of Emergency Situations.
In XIV International Scientific Conference “INTERAGROMASH 2021" (pp. 665-673).
Springer, Cham.
11

12