This document is a comprehensive business plan for Brew Bean's Cafe in UK, London. It includes the vision and mission of the cafe, market analysis, competitor analysis, marketing strategy, and market growth strategy. The document also discusses the resources needed for the venture and the sources of finance.
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Table of content INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 Rationale for initiating organization and its vision and mission.................................................3 Industry and market along with clear demonstration of understanding of variables at work here involving a macro/micro analysis of market place......................................................................4 Competitor analysis as well as competitive edge and its reasons of successful market..............5 Segmentation analysis, offering market statistics........................................................................6 Marketing strategy, adopting the 4P’s or 7P’s if it is a service...................................................6 Market growth strategy................................................................................................................8 Resources needed for venture involving source of finance.........................................................8 Risk analysis..............................................................................................................................10 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................12 2
INTRODUCTION Business plan signifies written document through which objective is accomplished in timely manner. It aids assistance in executing target and assists in accomplishing goal in pre- decided period of time. Business plan is significant document that assists in attracting large number of investor to increase investment within organisation. The current assignment is depend on innovative business idea related to cafe Brew Bean’s that is situated in UK, London. This cafe offer different facilities to its user for satisfying them. This topic includes vision as well as mission of organisation, its competitive edge, assessing segmentation, marketing tactics and growth of company. In this assignment, the PESTEL analysis is used to consider external environmental factor for performing different activities in an appropriate manner. In addition to this, Porter five force model and Ansoff matrix is used for conducting different activities in proper way(Almeida and Santos, 2020). MAIN BODY Rationale for initiating organization and its vision and mission Significance of Brew bean's Cafe: Brew bean's cafe is situated in area; there is not any kind of competition and offer things in specific manner. The cafe offer different facilities in reasonable price that achieve competitive edge and earn revenue. Vision: The vision of cafe is to open happiness as well as positive ambience by offering them delicious meal or food and also offer unique things to its user. There are different kind of entertainment concept are also involved in Cafe that assists in generating wider experience of user(Αργυρός, 2017). Mission: The mission of cafe is to appropriate welcoming of user and provide them comfort during particular phase of time period. They also offer special services to them at reasonable price. This cafe offers services by using specific method and to generate hospitality venue along with great experience. 3
Industry and market along with clear demonstration of understanding of variables at work here involving a macro/micro analysis of market place Internal and external environmental factor can be assessed by adopting PESTEL analysis as it is used in assessing political, social, economic, legal, technological as well as environmental element through which the macro company is influenced. There are different kinds of factor especially economic as well as political element that increases direct effect on organisation. In context of UK, it is necessary to open innovative business that requires appropriate strategy to run organisation in an appropriate manner(Vurro and Perrini, 2016). In addition to this, the PESTEL analysis adopted byBrew bean'scafe is going to be mentioned below: Political factorit is determined as an element that assists in assessing factor of economy that influenced by government. In addition to this, government influence new rate of tax and newly started organisation must pay them. In context of UK, political element is determined as major issues through which new organisation pays tax rate and also pay interest rate(Flori, 2018). Economical factorit is used in assessing performance of organisation and its impact within company. If rate of inflation of organisation will increase, it imposes direct effect on cost of organisation to survive at market place in long run. TheBrew bean's cafefocuses on having a reasonable price so that every individual person afford but there is a change in economic element that fluctuate price in an appropriate manner. Social factorsignifies market element through which purchasing trend of organisation is considered according to taste and preferences of user. ThisBrew bean's cafefocuses on altering menu as per preferences and taste of user. There are different kinds of dishes that are preferred by individual person in order to get menu updated. Technological factorthere are different factors that impose its effect on operation of business organisation by using innovative technology that assists organisation to run operation of company in long run and they also focus on updating their technology as per trend in order to satisfy its user.Brew bean's cafe adoptsinnovative technology that is preferred in order to attract large number of individual person according to interior and changes at Cafe. Legal factorthis element impose direct effect on micro and macro element of company that strictly followed. Therefore, theBrew bean's cafefocuses on having a legal documentation 4
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in order to eliminate crisis that arises and possess license and appropriate brand name that must follow. Environmental factorthis element is impacted by external atmosphere and these elements are due to climatic changes. In different environmental element, the organisation focuses on performing different task in an appropriate manner without any kind of waste. In context ofBrew bean's café, thefocus is on adopting optimum utilisation of resources without any kind of wastage and fulfills need and wants of user as per trend. The chosen cafe focuses on providing friendly environment to its user in order to reduce issues at marketplace in future period of time (Liu, 2016). Competitor analysis as well as competitive edge and its reasons of successful market Competitor analysis of organization aids assistance in analyzing strength as well as weakness of company in order to achieve market share in future period of time. There is different kind of competitor such as bakery shops. Cafe can accept it's rivalry by using Porter five forces model that is going to be mentioned below: Porter five forces modelassists in assessing competitive atmosphere of organization that helps in influencing profit margin and also assess its negative effect. Threat of substitute goodsit signifies goods and services that is adopted in place of substitute products. The product do not possess close substitute possess higher price. Therefore, Brew bean's cafemust have a substitute well if price in cafe is low and provided better services to its user during the period of time. Bargainingpowerofbuyersherein,thebuyerhasacapabilitytoshifttoother organization if they do not provide services on reasonable price. Therefore, it is necessary for Cafe to provide superior quality services at reasonable price in order to retain customer for a longer period of time. Rivalry among existing competitorit signifies competition which is arises among organization offer services that is better than its rivalries that help in achieving competitive edge over rivalries at marketplace. Therefore, it is necessary for Cafe is to provide superior quality services in order to attract large number of user at market place(Lüttmer, 2018). Barriers to entrythe power of organization can assist by new entrants and they also need price and time to take entrance in the market. The cafe possesses threat in respect of new entrants 5
because new Cafe established with similar technology and attracts large number of customer during the period of time. Bargaining power of suppliersThe cafe possess superior bargaining power as cafe adopt innovative technology that are unique and that is not copied by any other rivalries and that help in attracting large number of user during the period of time. The cafe possess higher bargaining power in order to attract large number of customer and it help in achieving success and growth in future period of time. Segmentation analysis, offering market statistics STP signifies segmentation, targeting and positioning that assist in improving marketing tacticsin order to take appropriate actionby organization in proper way.It is used in communicating advantages to its customer to achieve favorable outcomes. STP aids assistance in assessing position along with competitor positioning. Therefore, the chosen cafe adopting techniques to assess benefits of organization that assists in reducing risk(MEJZLÍK, 2016). Segmentationit is used in categorizing group of individual person who possess similar characteristic and need that must be differentiated. The cafe target large number of customer who possesses similar likes as well as preferences along with hospitality activities. Targetingit assists in targeting user that help in easily shifting to new ideas and enjoy innovative services and technology of organization. The Brew Bean Cafe focuses on targeting customer according to age and individual person take preferences of light music along with cozy environment. The main purpose of Cafe is to target individual person by giving them innovative foods and attractive interiors. Positioning:It assists in positioning of goods at marketplace as compared to its rival firms. It is positioning related to brand in market and take decision in respect of issue so that they maintain position in market in future period of time. In addition to this, the main purpose is to provide superior quality services to its user in order to achieve or maintain brand image or goodwill of company in front of customer at Marketplace. Marketing strategy, adopting the 4P’s or 7P’s if it is a service Marketing Mix- This signifies foundation of company which focuses on promotion of goods and services that assists in enhancing productivity of company. The chosen cafe focuses on adopting marketing mix for attracting large number of user and enhances performance that is going to be mentioned below: 6
ElementsDescription ProductThis signifies item that is improved by company for aim of running organization and enhancing sales. TheBrew Bean’s cafe is determined as a medium Cafe that offer different kind of goods and services. All kind of dishes are available in company that is needed by user. PriceIt is significant factor for old user as it enhances them to purchaseproduct,ifcostisaffordable.Thechosen organization use comparative strategy of pricing that help in attracting large number of user and maintain higher level of profitability(Monin, 2018). PlaceThis signifies place in which business organisation conduct their operation and handle overall activities during particular phase of time period. In context of Brew Beans Cafe, that is determined as newly situated cafe and they focus on offering superior quality goods and services in UK. There are different kindsofstaffmemberwhichisaround50whoincrease understanding need of user and offer goods as per demand. PromotionFor company, it is significant to choose best option in order to promote good. The chosen cafe is adopting newspaper, print media as well as other sources for providing information to its user and that help in enhancing sales of company. Physical evidenceThis signifies structure that is used by user in order to get products. The physical evidence related to Cafe is light music along with designing lights, rooftop and hospitality idea in order to deliver food in unique way. This will influence large number of user and handle all activities in an appropriate manner. ProcessThey focus on offering superior quality of goods and service 7
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the management adopts natural processes and digital activities thathelpinhandlingallkindofworkingandimprove performance of organization appropriately. PeopleIt signifies the individual person who increases engagement in activity of organization by getting more responsibility in an appropriatemanner.InBrewBean’scafe,themarketing manager, production manager and distributor and increase their understanding level in order to perform different function in an appropriate manner that help in enhances performance. The marketing mix adopted by management team ofBrew Bean’s Cafe isto promote goods and services and increase higher level of profitability in future period of time. By selecting this, the organization can attract large number of user during particular phase of time period. Market growth strategy Itsignifiesplanthatassistsinaccomplishinghighermarketsharewithinbusiness organization in order to achieve growth in long run. It is determined as a plan that assists in sales and market improvement during particular phase of time. TheBrew Bean’sCafe assists in accomplishing market share in environment and adopts different kind of tactics to accomplish it in an appropriate manner(Rebelo, 2017).Therefore, for market growth strategy, Ansoff matrix is adopted by company that is going to be given below: Ansoff Matrixsignifies tools which are adopted by organization to assess growth during particular phase of time period. The risk is linked with every strategy imposes direct effect on growth of business organization. Therefore,Brew Bean’s Cafe adopts AnsoffMatrix in order to assess growth. Market penetrationsignifies enhancing sales of existing product in prevailed market only. The cafe focuses on adopting this tactic as it aids assistance in enhancing target user of given product and that help in earn more and more revenue. Product developmentunder signifies developing innovative product in existing market in order to attract large number of customer and to understand preferences of innovative product by user. TheBrew Bean’s Cafe adoptsstrategy by adopting new technique in Cafe in order to attract large number of customer in existing market. 8
Market developmentemphasized on existing good and take entrance in new market and innovation is executed by existing product and offer services in innovative market. ThisBrew Bean’s Cafe adoptsstrategy by launching branch in new market in order to attract large number of customer. Diversificationsignifies take entrance in new market along with innovative product as it is used in success as well as growth of organization. In addition to this, theBrew Bean’s Cafe adoptsstrategy by offering different kind of services as per taste and preferences of user. Resources needed for venture involving source of finance There are various sources of finance within business organization that is needed by company to start their operation in an appropriate manner. It aids assistance for organization to get launch and earned income in future period of time. Brew beans Cafe focuses on having a necessary fund before launching new business in which capital is needed before starting new organization and their main purpose is to operate different activity in an appropriate manner. There are various sources of finance that is adopted by organization are given below: Bank loanthis is determined as a best source of fund through which money is given to employees along with fix rate of interest(Ritter and Lettl, 2018). In addition to this, the bank imposes a security amount from individual person who are taking the loan and it is necessary for employees to repay them along with principal amount in future period of time. Hence, it is assess that bank loan helps organization to conduct their operations in an appropriate manner. It is important for company to repay them amount along with interest rate for operating different activities in proper way. Savingis determined as other source of finance in which person can launch innovative business and use their savings to purchase assets of organization and do not possess any kind of burden related to repayment. The Brew Bean Café adopt saving for starting new organization and they possess not any kind of burden related to repayment and they do not capable to earn revenue. Particularsamount Raw material2000£ Labours1000£ Land8 9
0 0 0 £ furniture2500£ Consumable goods1000£ Dishes and Flatware’s100£ Machinery3000£ Marketing500£ Salary1000£ Total20000£ Therefore, the total finance needed is rupees 20000£for restarting organization so that they can fulfill requirement for staff related to finance. In context of Brew Bean Café, they should take references or take loan from Bank that is determined as a best source of finance to start organization and attract large number of customers during particular phase of time period. Risk analysis Risk analysis is used in assessing issues within business organization which imposes negative effect on company. These factors are determined as an important factor before starting a new business organization and risk must be reduced during particular phase of time period (Robby, 2019). Identify riskthere is different kind of risk in environment that includes legal, environment as well as market risk. There is different kind of risk is involved and it is necessary to take measures to correct or rectify them. In context of Brew Bean Cafe assess risk such as environmental, financial as well as technological issues that are arise in future period of time. Analyze riskafter the risk is assessed or analyzed and measure is taken to rectify them so that it does not impose direct affect on them. Therefore, the cafe focuses on assessing risk in future period of time in order to take decisions that are beneficial for organization. It is necessary to overcome from risk in order to start a new business during particular phase of time period. The 10
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Brew Bean Cafe focus is on considering this factor that possess high level of risk and reduce them in order to conduct different activity in an appropriate manner. Treat riskthe risk is raised and take proper measure in order to reduce risk during particular phase of time period. The Brew Bean Cafe focuses on taking measure to assess risk during particular phase of time period. Monitor and reviewafter getting solution, there must be a appropriate monitoring related to risk and risk cannot assessed in future period of time. In context of Brew Bean Café, they focus on assessing risk on a continuous basis so that it cannot occur in future period of time (Spieth and Schneider, 2016). CONCLUSION On the basis of above given report, it is assess thatbusiness plan signifies written document through which objective is accomplished in timely manner. It aids assistance in executing target and assists in accomplishing goal in pre-decided period of time. Business plan is significant document that assists in attracting large number of investor to increase investment within organisation. This topic includes vision as well as mission of organisation, its competitive edge, assessing segmentation, marketing tactics and growth of organisation. In this assignment, the PESTEL analysis is used to consider external environmental factor for performing different activities in an appropriate manner. In addition to this, Porter five force model and Ansoff matrix is used for conducting different activities in proper way. 11
REFERENCES Books and journals Almeida, F. and Santos, J.D., 2020. 4 Financial Plan & Viability Analysis. Flori,G.,2018.BusinessPlanforanAutonomousDrivingFormulacarintheFSG17 competition. Liu, A., 2016. An Algae Bioreactor Business Plan to Demonstrate Market Feasibility. Lüttmer, J., 2018.Business plan for an online booking pet related services marketplace: Petsity(Doctoral dissertation). MEJZLÍK,T.,2016.Businessplan:Growthstrategyofapropeller'sproducer(Doctoral dissertation, Vysoká škola ekonomická v Praze). Monin, C.C.M., 2018.Le Cocoon-coworking: innovative business plan(Doctoral dissertation). Rebelo,J.I.A.C.T.,2017.Businessplan:animalassistedtherapyinPortugal(Doctoral dissertation). Ritter, T. and Lettl, C., 2018. The wider implications of business-model research.Long Range Planning,51(1), pp.1-8. Robby,A.,2019.BusinessPlanWistarlabs(Doctoraldissertation,UniversitasKristen Maranatha). Spieth, P. and Schneider, S., 2016. Business model innovativeness: designing a formative measure for business model innovation.Journal of business Economics,86(6), pp.671- 696. Vurro, C. and Perrini, F., 2016. Social business plan simulation: the case of Dynamo Camp. Αργυρός, Σ., 2017. Repositioning in the sporting goods market: A business plan for a Greek SME. 12