CoffeeVille: Business Plan, Market Analysis, and Strategies

This report focuses on the business of CoffeeVille, an organisation which serves coffee, food and beverages in Melbourne. The business plan of CoffeeVille explains every aspect and important information about the organisation but it has some drawbacks also which is less information about mission, vision, objectives and values of business. This report shows the market analysis, competitors, marketing and sales strategies, and advertisement and promotion strategies. This report also compares the strengths and weaknesses of CoffeeVille’s business plan.

Running head: COFFEEVILLE 1
CoffeeVille
(Student Details)

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Executive Summary
This written report focuses on the business of CoffeeVille, an organisation which serves
coffee, food and beverages in Melbourne. The business plan of CoffeeVille explain every
aspect and important information about organisation but it has some drawbacks also which is
less information about mission, vision, objectives and values of business. This report shows
the market analysis, competitors, marketing and sales strategies, and advertisement and
promotion strategies. This report also compares the strengths and weaknesses of
CoffeeVille’s business plan.

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Contents
Introduction................................................................................................................................4
Effective Business Plan..............................................................................................................4
Market Analysis.........................................................................................................................4
Business Vision..........................................................................................................................4
Business Mission........................................................................................................................5
Business Value...........................................................................................................................5
Business objectives....................................................................................................................5
Marketing objectives..............................................................................................................5
Financial Objectives...............................................................................................................5
Marketing Strategies..................................................................................................................5
Services and Products................................................................................................................6
Comparison between Strengths and Weaknesses of Business plan...........................................6
Business Strengths of CoffeeVille..........................................................................................6
Business Weaknesses of CoffeeVille.....................................................................................6
Strengths and Weaknesses of CoffeeVille’s Business plan...................................................7
CoffeeVille’s business plan is effective or not..........................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
CoffeeVille Pty Ltd is superior hot coffee, gourmet food and Beverages Company which is
located in the Melbourne CBD on Collins Street. CoffeeVille is operating only one café
which has foot traffic of about 250-300 consumers per day. CoffeeVille was established by
siblings Rufus and Emma Belcastran in 2009. CoffeeVille offers top quality coffee, fair trade,
hot and cold gourmet food and beverages. CoffeeVille also provides friendly, fast,
knowledgeable and high level of experts. Recently the business has plans to start a second
café and also planning for expansion (Coffeeville, 2016a).
Effective Business Plan
Business plan of any company or organisation must include some key factors of business
such as concept of business, financial features and requirements of business, current position
of business and major achievements (Barringer, 2016).
Market Analysis
The market size of CoffeeVille is increasing at 5% annually. The target market of
CoffeeVille has been divided in three parts which are individual sit down, individual take
away and organisations or business catering groups. CoffeeVille’s customers are both male
and female; mainly age group is 20-60. The customers of CoffeeVille value and appreciate
food quality, love unique styles of coffee and sensitive to humble service. Restaurant
business is very common and because of this reason, CoffeeVille have higher number of
competitors which are Focaccia Buzz, Zelda’s and Coffee Mia with 15% market share each,
Café Verdi with 10% market share, McDonald’s McCafe, Subway, Sushi Mi and 7/11 with
5% market share (CoffeeVille, 2016b).
Business Vision
Business vision is the foundation of the success of business. Business vision is a term which
refers that what business trying to achieve. The owners of business Rufus and Emma
Belcastran planning to start a new café and their business vision are expand the business. In
five years, CoffeeVille wants to establish their business as a premier and competitive
provider of high quality coffee, food and other beverages for Melbourne coffee lovers.

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CoffeeVille will have increased a number of great locations in the populated areas of
Melbourne CBD (CoffeeVille, 2016).
Business Mission
Business mission explains everyone about the purpose of business and what is the objective
of business. Business mission of CoffeeVille is very clear. CoffeeVille offers and provides a
unique taste of coffee to Melbourne coffee lovers. CoffeeVille have to maintain the high
quality of coffee, food and beverages to achieve the target of business (CoffeeVille, 2016).
Business Value
Business values are the basic principles which are followed by company to achieve the
business growth in ethical terms. Follow ethical business values is the key term which creates
a good impact on consumers and increase the goodwill of business.
Business objectives
CoffeeVille have some marketing and financial objectives.
Marketing objectives
 Create a position as a provider of high quality food and coffee.
 Increase the foot traffic
 Increase the popularity of brand
 Establish reputation and goodwill
Financial Objectives
 Increase minimum 10% in gross profit every year
 Reduce the cost of sales
 Create higher sales of $105,000 per month
Marketing Strategies
To fulfil the vision, mission, values and objectives, CoffeeVille will have to follow some
marketing strategies.
 Increase business revenue by campaigns
 Start survey to know about customer demand
 Make control on extra costs

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 Fulfil the consumer demands
Advertising and promotional strategy
Advertising and promotional strategy is an important part of marketing strategy. It is helpful
to increase sales and popularity of brand. CoffeeVille follow some strategies which are:
 Advertising in weekly magazine
 Direct mail on monthly basis
 Updated website
 New campaigns
 Social media campaigns
Services and Products
CoffeeVille serves many types of salads, homemade sauces, organic vegetables, imported
cheeses, finest gourmet products, fair trade ingredients, focaccias, pastries, muffins, cakes,
tea, coffee, hot chocolate, milkshakes, cold coffees and other type of drinks.
CoffeeVille provides high level of quick and friendly services which are offered by
experienced and skilled staff. CoffeeVille offers catering services as per customer demand.
Comparison between Strengths and Weaknesses of Business plan
To analyse the strengths and weaknesses of business plan, it is important to analyse strength
and weakness of business.
Business Strengths of CoffeeVille
 Good relationship with consumers
 Good leadership
 Excellent service for consumers
 Good and hardworking employees
 High quality food
 Skilled staff at food and coffee preparation
 Café at great location
Business Weaknesses of CoffeeVille
 Marketing budget is very limited
 High cost of sales

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 Very limited space and staff
Strengths and Weaknesses of CoffeeVille’s Business plan
Strength of this business plan is that it provides market analysis, competitors, marketing and
sales strategies, financial strategies and forecasts of business. Whereas there are some
weaknesses also that there is very less information about vision, mission and values of
business.
CoffeeVille’s business plan is effective or not
An effective business plan analyse every single aspect of business and business plan of
CoffeeVille also analyse and highlights all the important information of their business such as
owner of business, background of business, business vision, business mission, objectives of
business but there is also a drawback of business plan is that coffeeVille’s business plan not
describes clearly about business value.
Conclusion
This report highlights all the information about business of CoffeeVille which includes
market analysis, competitors, values, mission and vision of business. It also compares the
weaknesses and strengths of business of CoffeeVille.
This report analyses the effectiveness of CoffeeVille’s business plan as well as strengths and
weaknesses of business plan. CoffeeVille’s business plan is effective but company have to
work on some point in which company or organisation briefly describe about objectives,
mission and vision of business.

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References
Barringer, B. R., 2016. Preparing Effective Business Plans. New Jersey: Prentice Hall.
Coffeeville, 2016a. Business plan. [Online]
Available at:
http://coffeeville.simulations.australiantrainingproducts.com.au/coffeeville.simulations.learn.
com.au/uploads/8/5/8/8/85882182/coffeeville_business_plan.pdf
[Accessed 12 July 2019].
CoffeeVille, 2016b. Marketing Plan. [Online]
Available at:
http://coffeeville.simulations.australiantrainingproducts.com.au/coffeeville.simulations.learn.
com.au/uploads/8/5/8/8/85882182/coffeeville_marketing_plan.pdf
[Accessed 12 July 2019].
CoffeeVille, 2016. Mission statement. [Online]
Available at:
http://coffeeville.simulations.australiantrainingproducts.com.au/coffeeville.simulations.learn.
com.au/uploads/8/5/8/8/85882182/coffeeville_mission_statement.pdf
[Accessed 12 July 2019].
CoffeeVille, 2016. Vision Statement. [Online]
Available at:
http://coffeeville.simulations.australiantrainingproducts.com.au/coffeeville.simulations.learn.
com.au/uploads/8/5/8/8/85882182/coffeeville_vision_statement.pdf
[Accessed 12 July 2019].