Business Plan for a London Coffee Shop: Objectives, Marketing Strategy, and Launch Event

Running head: BUSINESS PLAN
BUSINESS PLAN
Name of the Student:
Name of the University:
Author Note:

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BUSINESS PLAN
Table of Contents
Task 1...........................................................................................................................1
Part A:...........................................................................................................................1
Business idea:..................................................................................................................1
Justification of the business, sector, location and operational method:............................1
Mode of operations:......................................................................................................1
Reasons why the business is a good idea:......................................................................3
Meeting customers in a new and innovative way not already met:..................................3
Table identifying the key competitors and explanation for consideration:........................4
Part B:.............................................................................................................................. 4
Four most important objectives of the business:..............................................................4
Form of ownership:.......................................................................................................... 5
Task 2.............................................................................................................................. 5
Task 3.............................................................................................................................. 8
Part A. Defining launch event:..........................................................................................8
Part B. Budget:.................................................................................................................8
Task 4.............................................................................................................................. 8
Marketing objectives:....................................................................................................... 8
Earning high revenue:.................................................................................................. 8
High brand value:......................................................................................................... 9
Target markets:................................................................................................................9
Marketing strategy:...........................................................................................................9
Marketing mix:..................................................................................................................9
References:....................................................................................................................11

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BUSINESS PLAN
Task 1.
Part A:
Business idea:
The business idea would revolve around a new coffee shop business called
London Coffee Shop Limited based in London. London Coffee Shop Limited would
serve coffee, tea and fast food. The company would also offer coffee vending machines
both for commercial and domestic use. The business customers can either purchase or
rent the machines for an agreed time period as well as price. The company would be
listed on London Stock Exchange.
Justification of the business, sector, location and operational method:
It can be justified that establishing a coffee shop in the United Kingdom because
the market is experiencing a rise in coffee consumption. This rise in coffee consumption
in the country is evident from a recent article published in the Independent. The article
mentions that the country has experienced an increase in coffee consumption up to 95
million in 2018 compared to 70 million 2008, ten years back (Young 2018). This means
that establishment of a coffee shop in London, United Kingdom would allow the
entrepreneurial venture cater to a large consumer base of coffee drinkers and generate
higher revenue.
Mode of operations:
London Coffee Shop Limited would operate both on the high streets. This would
enable the coffee company sell coffee, tea and fast food items to both middle and upper
class customers. The company would also sell coffee vending machines to business
companies and households. The company would also allow the small companies with
limited financial resources to rent coffee vending machines. London Coffee Shop
Limited would also enable customers to order its products on the ecommerce platform
which would attached to its official website. These modes of operations can be
justificated on the grounds that serving both individual and business customers would
enable the company to earn huge revenue. This dual mode of operations can be also
be justificated on the grounds that the coffee market of London is already extremely

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BUSINESS PLAN
competitive due to presence of international coffee chains like Starbucks with immense
global consumer base (Fischer 2017). Moreover, the local coffee shops in London in
order to attract a large consumer base have entered into a pricing competition which
has added to the competitiveness of the coffee market in London (Chintagunta et al.,
2018). Thus, the new ventures in the coffee market in London are under continuous
threat of losing their customers to existing competitors. This losing of customers to
competitors would result in revenue risks and ultimately sustainability risks. Thus,
catering to both individual and business customers would enable London Coffee Shop
Limited to generate revenue from both the sources. This would enable the company to
diversify the revenue risks which the company would face in London owing to stiff
competition from existing competitors. Thus, the high street mode of operations of the
company is justified on the grounds of revenue generation, risk management and
business growth (Barrios et al. 2016).