This report outlines the business idea for 'Sip and Savour,' a cafe in London, focusing on healthy food and beverages. It delves into marketing fundamentals, including Porter's 5 Forces, SWOT analysis, and PESTLE analysis to assess the business environment. The report identifies the cafe's strengths, weaknesses, opportunities, and threats, along with competitive rivalry, the threat of new entrants, bargaining power of customers and suppliers, and the threat of substitutes. It also details the cafe's segmentation, targeting, and positioning strategies, marketing mix (product, price, place, promotion), and competitive pricing strategy. The analysis includes the use of social media, digital marketing, offline advertising, sales promotion, and direct marketing to promote the cafe and gain a competitive advantage.