Marketing Management: Atlas Coffeehouse Café Strategic Plan, Singapore

This report presents a detailed marketing plan for Atlas Coffeehouse café, a full-service café located in Singapore, focusing on the introduction of full cream milk to gain a competitive edge. The plan includes an overview of the café's products, services, mission, vision, and objectives, along with short-term and long-term goals. It features a comprehensive analysis of the external environment using Porter's Five Forces and PESTEL frameworks, as well as a micro-analysis and competitor analysis to identify key players and potential threats. A SWOT analysis is conducted to highlight the café's strengths, weaknesses, opportunities, and threats. The report also outlines the segmentation, targeting, and positioning strategies, marketing objectives, and a detailed 7Ps marketing mix. Furthermore, it provides an operational plan for effective implementation of the marketing strategies, aiming to enhance customer value and ensure the café's sustainable growth and profitability in the competitive Singaporean market. Desklib provides access to this document and a wealth of other study resources.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
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Executive Summary
The report has helped in analysis of the marketing plan for Atlas Coffeehouse café that is
situated in Singapore. The marketing plan has analysed the different kind of internal and
external environmental analysis as to identify the issues along with opportunities that can be
gained by them in the future. The main problem statement is to analyse the issues that can be
faced by the company in comparison to the other competitors in the market. Furthermore, the
marketing mix has been analysed as to gain competitive advantage in the entire market.

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Table of Contents
Introduction................................................................................................................................3
Overview of Atlas Coffeehouse.............................................................................................3
Products and Services of Atlas Coffeehouse café..................................................................3
Mission and Vision of Atlas Coffeehouse café......................................................................4
Objectives and Strategies of Atlas Coffeehouse café................................................................4
Short Term Goals and Objectives..........................................................................................4
Long Term Goals and Objectives..........................................................................................5
Creation of Value for Customers in Atlas Coffeehouse café.....................................................5
Porter’s Five Forces Model Analysis.........................................................................................6
Identification of Key Players.....................................................................................................9
PESTEL Analysis.....................................................................................................................10
MICRO Analysis of Atlas Coffeehouse café...........................................................................13
Competitor Analysis of Atlas Coffeehouse café......................................................................15
SWOT Analysis of Atlas Coffeehouse café.............................................................................16
Segmentation, Targeting and Positioning Strategy of Atlas Coffeehouse café.......................18
Marketing Objectives...............................................................................................................18
Detailed 7Ps of marketing in Atlas Coffeehouse café.............................................................18
Detailed Operational Plan........................................................................................................20
References................................................................................................................................21

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Introduction
The report helps in analysing the marketing plan for Atlas Coffeehouse café in
Singapore to ensure the success. The aim of the respective company is to launch a new brand
of full cream milk in Singapore. With the implementation of different marketing strategies
along with internal and external environment analysis, this will help the company in gaining
profitability, sustainability and growth.
The main aim and purpose of the report is to understand the different kind of
marketing tactics that can be applied by Atlas Coffeehouse café as to gain competitive
advantage in the market. The mission of the café can be achieved by the café by establishing
and offering world class offerings in an effective manner. Furthermore, the external and
internal environment analysis can help in understanding the threats and the competition.
Overview of Atlas Coffeehouse
TLC Café is one of the full-service café that is located in Singapore and the café
features full menu of different moderately priced food items that are influenced by French
and African cooking traditions (Atlascoffeehouse.com.sg, 2018). The main aim of the
restaurant is to introduce full cream milk in their café that can help them in gaining
competitive advantage. The café specialises in providing different kind of hot and cold
coffees along with providing the customers with different services at an affordable rate.
Products and Services of Atlas Coffeehouse café
The products and services of Atlas Coffeehouse café includes the first-class delivery
of the hot along with cold beverages inclusive of flavour syrups and fruit smoothies. Atlas
Coffeehouse café includes the selling of consistent quality foods and services and this will
help them in gaining competitive advantage (Adams, Gabler and Landers 2017). The other
kind of services that are included in Atlas Coffeehouse café is to generate ideas as to help the

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customers and increase the sales through the development of the menu with creative
promotions.
Mission and Vision of Atlas Coffeehouse café
The mission of the Atlas Coffeehouse café is to offer the customers a classic
experience at an affordable rate. The mission of the café is to generate huge profitability in
the market with providing quality services at an affordable rate. Furthermore, the café wants
to introduce the full cream milk item in their menu and gain competitive advantage in the
market. The respective mission of the company has helped the company in going a long way
in their operations. The café has tried to increase their sales by improving their different
operations effectively.
The vision of the Atlas Coffeehouse café is to bring the individuals together and
enjoy the different variety of coffee shakes of their café. The company believes that they can
weave fabric of positive relationships between the different customers and experiences that
supports and promotes the common humanity programme. The café can achieve the entire
vision of their company by understanding the moves of the different competitors in the
market and try to apply different techniques to improve the marketing strategies as well.
Objectives and Strategies of Atlas Coffeehouse café
Atlas Coffeehouse café has to develop both short and long-term goals as this will help
them in establishing the brand that are defined to attain the effectiveness of these goals. With
the help of collaboration and planning the financials, this can assist Atlas Coffeehouse café in
expanding the business in the future.
Short Term Goals and Objectives
The short-term goals and objectives of the company are as follows:
To listen to the customers and understanding their preferences appropriately

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To build and nurture the customer relationships effectively
To attract and retain the talented employees in Atlas Coffeehouse café as this can
assist them in gaining competitive advantage in the market
Long Term Goals and Objectives
There are different long-term goals of the Atlas Coffeehouse café that includes:
Profit- the personal income in the excess of more than $50000 per year within the
next five years
Employees- Proper hiring of competent employees who are loyal and committed
towards the task performed by them
Clientele- create a clientele of individuals who work and live that specific area
From the analysis of goals and objectives, it can be analysed that both short and long-
term goals are essential in nature in the organization as this helps in meeting the customer
expectations and be more competitive in nature as well.
Creation of Value for Customers in Atlas Coffeehouse café
Atlas Coffeehouse café has to create value for the different customers by analysing
the different tastes and preferences of the customers. The menu has to be changed by Atlas
Coffeehouse café as this will provide them understanding their value proposition.
The idea of the café to introduce the full cream milk as the main target customers are
between the age group of 15-30. Furthermore, they need to create win-win price and this was
a big issue for the competitors as this kind of introduction of the item in Atlas Coffeehouse
café can be a huge competition for them.
Lastly, Atlas Coffeehouse café has to analyse the desire of the customers in the
competitive market as this can deliver the different products and services to the target

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customers. The segmentation, targeting and positioning is required to be conducted by them
in order to compete with the other coffee shops.
Porter’s Five Forces Model Analysis
The success of Atlas Coffeehouse café is based on the entire effectiveness in
addressing the different negative impacts of the five forces in the industry environment. Atlas
Coffeehouse café has respond to the five forces to maintain the position in the market. Atlas
Coffeehouse café helps in indicating that the company has tried to address the different issues
in industry environment.
Threats of the new entrants is moderate in nature and the barriers are high, however
it can be seen that the initial investment for starting a coffee brand is not high. The saturation
level in the respective industry is moderately high and the new entrants can compete with
them at local level. The different external factors that contributes to moderate force of threat
of new entrants are as follows:
The cost of doing business is moderate in nature
The cost of brand development is high in nature (McDONALD 2016)
The cost of the supply chain is moderate in nature
The threat of different new entrants shows that the new entrants can have significant
impact, however it will not create huge impact on Atlas Coffeehouse café. The new
competitors can be a huge competitor of Atlas Coffeehouse café and they can compete in a
moderate level as well.
Threat of substitutions is the second factor wherein Atlas Coffeehouse café can face
huge competition from the different competitors in the market. This force pertains to the
entire impact of the different substitute goods or services on Atlas Coffeehouse café. In case
of Atlas Coffeehouse café, these are the different external factors that includes the following:

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The availability of the different substitutes has created a strong force
The switching costs is low that has a strong force
The low cost of the different substitutes has a strong force
This component of the threat of substitutes helps in indicating that the different
substitutes have strong kind of potentiality can negatively impact the business of Atlas
Coffeehouse café (Hsu 2016). The customers of Atlas Coffeehouse café can easily shift
towards their substitutes as there are different other options which can be a loss for the
company. Furthermore, the coffee café has to consider the threat from the substitutes as the
top most concern and reduce such with implementation of different technological
advancements (Armstrong et al. 2014).
Bargaining power of suppliers is one of the factors wherein it has been noticed that
the Atlas Coffeehouse café faces the bargaining power of the different suppliers in the market
(Sheth and Sisodia 2015). The following external factors can contribute towards the weak
force or bargaining power of the different suppliers that includes:
High suppliers’ variety creates weak force
Overall supply has weak force
There is moderate force on moderate size of the individual suppliers
This model shows that the suppliers will not have much impact on the Atlas
Coffeehouse café as the overall supply lessens the entire impact of the single supplier on the
organization. This kind of policy reduces the entire influence of suppliers on business has
moderate size compared to supply chain of Atlas Coffeehouse café (Strauss and Frost 2016).
Bargaining power of customers is the other factor in which it has been noticed that
bargaining power of the customers. In this model, the respective force is based on effect of
the individual and grouped customers have on the business of Atlas Coffeehouse café. The

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different external factors contribute towards the strong bargaining power of the customers
that includes the following:
The low switching costs has strong force
The availability of the substitutes has strong force
Small size of the individual buyers has weak force
In this particular component of Porter’s Five Forces analysis, Atlas Coffeehouse café
has to implement different strategies that can help the company in attracting the customers
and be more competitive in comparison to the other competitors in the market. The
customer’s focus can shift from Atlas Coffeehouse café to other cafes in the market as there
are different kind of options available to them (Armstrong et al. 2014).
Competitive Rivalry is the last factor wherein it has been noticed that Atlas
Coffeehouse café can face strong rivalry from the other competitors in the market (Moutinho
and Vargas-Sanchez 2018). The following external factors contribute towards the strong
force of competition that includes the following:
There are large number of firms that have strong force
Variety of the firms has moderate force
The low switching costs has strong force
This element is one of the main factors of the porter’s five forces model wherein it
can be analysed that the respective company can face different kind of competition from the
other coffee café outlets. This competitive rivalry has to be taken by the company in an
effective manner as this can be a big threat for the Atlas Coffeehouse café.

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Identification of Key Players
The key players or the competitors of Atlas Coffeehouse café in the market are as
follows:
Starbucks is one of the competitors of Atlas Coffeehouse café. Starbucks is performing
excellent in satisfying the different demands of the customers. The market share of the
respective café in the US coffee chain industry is 39.8% and the revenue of the company
worldwide is 22.39bn USD (Pride and Ferrell 2016). The marketing objectives and strategies
of Starbucks include:
Excellent customer service
Quality based differentiation
High focus has been always on the satisfaction of the customers
Excellent brand merchandise
The main marketing objectives of Starbucks includes:
To increase the market share of UK to more than 17%
Differnetiation of product and development
Innovation of the product
Threat of new entrants
More options as there are number of competitors
Large variety of products and services
Bargaining power of buyers
Rising prices of coffee beans
overcrowded market
Bargaining power of suppliers
Smoothies
New introduction of full cream milk
Threat from substitutes
Competitors selling similar products
Speciality in coffee and high quality food
Competitive Rivalry

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To grow the average spending of the customers by more than 5%
Caffè Nero is the other competitor of Atlas Coffeehouse café wherein the market
share of the company has increased to more than 29.6% and the revenues has increased to
more than 22 US dollars. The main marketing strategies of the company includes the
following:
Introduction of the system of CRM in the industrial division
Refocus the range of the products on high margin items (Gronroosn 2016)
The main marketing objectives of Caffe Nero includes:
To increase the presence of the café in different parts of the world (Armstrong et al.
2015)
To improve the advertisement campaign of the company in an appropriate manner
These are the two main competitors of the Atlas Coffeehouse café that plays a major
role in analysing their strengths and their competitive advantage. The organization named
Atlas Coffeehouse café has to take care of the different objectives and strategies of both
Starbucks and Caffe Nero as to analyse their techniques to improve their presence in the
entire world effectively.
Furthermore, it is necessary for the café to understand their CRM programs along
with introduction of new item full cream milk in their menu. Atlas Coffeehouse café has to
handle the different grievances of the customers along with marketing the different strategies
and techniques to improve their productivity in the market with implementation of different
kind of technological advancements appropriately.

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PESTEL Analysis
The PESTEL analysis of Atlas Coffeehouse café helps in providing a proper insight
of the entire external environment wherein the different cafes operate and this strategy aids
the formulation of the strategy of those organizations in an effective manner. In order to
introduce new product named full cream milk in the competitive market, proper PESTEL
analysis is required to be done to evaluate the unfavourable and favourable conditions in
country’s political, economic, social, technological, legal and environmental setting.
Political
The key political imperative that is faced by Atlas Coffeehouse café are the concerns
over the sourcing of the raw materials that has attracted the attention of the different
politicians in West where it helps in sourcing the raw materials. Atlas Coffeehouse
café has to adhere to different rules and regulations effectively as this will help in
adhering to the sourcing strategies.
Secondly, the political imperative that can be faced by Atlas Coffeehouse café is the
regulatory kind of pressures within the home market as there is greater scrutiny of the
processes of the business.
Economic
The rise in the operational costs along with labour costs are the inflationary
macroeconomic environment can cause issues in the profitability of the company in a
negative manner (Krishnan and Malick 2015)
The different studies have shown that there are different consumers who are shifting
their focus on different alternatives that can be threat to Atlas Coffeehouse café
(Baker 2014)
Socio-Cultural