Business Plan of Encore Coffee Roaster Company

BUSINESS PLAN OF ENCORE
COFFEE ROASTER COMPANY
NAME OF THE UNIVERSITY:
NAME OF THE STUDENT:
AUTHORS NOTE:

EXECUTIVE SUMMARY
• ENCORE COFFEE ROASTER COMPANY IS EXPECTED TO BECOME A DAILY NECESSITY
FOR DOMESTIC COFFEE ADDICTS AND CAN SERVE AS A COMFORTABLE PLACE TO
MEET NEW FRIENDS.
• WITH INCREASING DEMAND FOR SUPERIOR QUALITY GOURMET COFFEE ALONG WITH
BETTER SERVICE, THE BREW BUSINESS WILL SET ITS BUSINESS LOCATION NEAR
UNIVERSITY IN MELBOURNE REGION TO DEVELOP A CORE GROUP OF REPEAT
CONSUMERS.
• FOR ENSURING SUCCESSFUL LAUNCH OF THIS BUSINESS, ENCORE COFFEE ROASTER
COMPANY WILL DEVELOP EFFECTIVE BUSINESS PLAN DESCRIBING MARKETING
RESEARCH, OPERATIONAL STRATEGY, FINANCIAL PLAN ESTIMATION AND
MANAGEMENT STRUCTURE THOSE CAN ENSURE BUSINESS SUSTAINABILITY IN THE
LONG TERM.

BUSINESS DESCRIPTION
• THE COFFEE SHOPS INDUSTRY HAS ATTAINED STRONG
GROWTH OVER THE YEARS THAT IS SUPPORTED BY
AUSTRALIA’S VIBRANT COFFEE CONSUMPTION
CULTURE. THE REVENUE WITHIN THE INDUSTRY IS
ANTICIPATED TO GROW BY 5.1% BECAUSE OF POSITIVE
CONSUMER SENTIMENT ALONG WITH RISING INCOMES
WHICH PERSUADED CONSUMERS TO VISIT COFFEE
SHOPS. INDUSTRY REVENUE IS ANTICIPATED TO
INCREASE BY 2.7% THAT IS TO $ 8.3 BILLION.
THE MAJOR SUCCESS OBJECTIVES SET BY ENCORE
COFFEE ROASTER COMPANY INCLUDES:
• POSITIONING ITSELF AS ‘THE BEST NEW COFFEE BAR
WITHIN MELBOURNE’ BY THE LOCAL RESTAURANT
GUIDE
• ATTAINING PROFITS FROM THE FIRST MONTH OF ITS
BUSINESS OPERATIONS ALONG WITH MAINTAINING
65% OF THE GROSS MARGIN

MARKETING RESEARCH AND ANALYSIS
• THE SELECTED TARGET MARKET FOR THIS NEW
BUSINESS OF ENCORE COFFEE ROASTER COMPANY ARE
THE STUDENTS AND FACULTY OF “UNIVERSITY OF
MELBOURNE” ALONG WITH THE PEOPLE WORKING
WITHIN THE OFFICES SITUATED NEARBY THE COFFEE
SHOP.
• THE NEW COFFEE SHOP BUSINESS INTENDS TO ATTAIN A
HUGE CONSUMER BASE AND AN INCREASING MARKET
SHARE WITHIN MELBOURNE REGION THROUGH
BUILDING BRAND AWARENESS AND CONSUMER SERVICE
EXCELLENCE THROUGH INCREASING SALES.
• ENCORE COFFEE ROASTER COMPANY WILL A LOT OF
COLLEGE STUDENTS PREFER VISITING COFFEE BARS AS
THEY FEEL THAT IT IS A CONVENIENT PLACE FOR
STUDYING OR MEETING WITH FRIENDS. THE NEW
COFFEE SHOP WILL ADDRESS THE MARKET DEMAND
THROUGH CATERING TO CONSUMER NEEDS THROUGH
OFFERING BETTER TASTING COFFEE