Barken's Coffee Shop Strategic Plan: Vision, Mission, and Analysis

This report presents a comprehensive strategic plan for Barken's Coffee Shop, outlining its vision and mission to become a global leader in coffee provision. It details the current business model using the Business Model Canvas, analyzing key partners, activities, value propositions, customer relationships, segments, resources, channels, cost structures, and revenue streams. The report also projects the future state of the business, including product offerings, target customers, and financial goals. A SWOT analysis evaluates the coffee shop's strengths, weaknesses, opportunities, and threats. The plan includes a 5-year strategic outlook, focusing on crucial components such as management, products, services, customers, competitive advantages, and marketing strategies. It also provides financial forecasts and a reflection on the environmental and societal impacts of the implemented strategies, suggesting mitigation measures for negative consequences. The report aims to guide Barken's Coffee Shop towards sustainable growth and success in the competitive coffee industry.

Running head: STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 1
Strategic Plan for Coffee Shop
Name
Institution

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 2
Strategic Plan for Barken’s Coffee Shop
Vision statement
Our vision statement at Barken Coffee House is to be a global leader in coffee provision
and franchising.
Mission statement
On the other hand, our mission is to provide hospitality venues where our number one
priority is to provide utmost guest experiences for all our clients. We believe in adding value to
our business partners through providing a Barken stop Coffee shop experience that is founded on
the tradition of success and exceptional product quality.
Business Model Canvas for Barken Shop:
The Current Potion
Key partners
Currently
Barken is
privately owned
and is operated
by an appointed
manager who is
also the shop’s
Barrister
Key activities
Selling of coffee
beverages as
well as
confectionery
and other
premade food
items
Value
proposition
The best coffee
beverages in the
whole of
Michigan
Customer
Relationships
Positive
customer
relationship.
Customers
continually
provide positive
feedback about
the uniqueness
of our coffee and
the services of
our staff
Customer
Segment
Regular
customers are
from the
surrounding
businesses and
passersby also
form occasional
clients
Key Resources
A standard
espresso coffee
machine and a
refrigerated
counter display
unit
Channels
Barken’s
website, Specific
shop telegrams,
emails and our
twitter handle

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 3
Cost Structure
Our cost
structure by now
is relatively on
the lower side
with a basic
operation of
$3000 in a
month
Revenue
Streams
The revenue
streams in entire
from the shop
owner who
invests randomly
$3000 dollars in
a month
The future state
Key partners
As per the wish
of the current
stakeholders of
the shop, Barken
is most likely to
remain a private
owned Coffee
Shop.
Key activities
Barken intends
to offer three
basic products:
Coffee products,
coffee beverages
and additional
pastries. We
intend to make
Coffee
beverages our
main seller and
will be sold in
three types of
cups that differ
in terms of sizes.
We will also
offer coffee
products like
French presses
and grinders
Value
proposition
Consistently
deliver brewing
excellence
through our
products and
service
relationships.
Customer
Relationships
Our relationship
with our
customers shall
not end once the
purchase is
made. We intend
to have clients
provide
customized and
relevant after-
sales support so
as to help our
customers get
the top most
experience at
Barken.
Customer
Segment
Our target
customers in the
future will be
coffee-holic,
music lovers, the
young
professionals,
and business
personnel are
that work around
the areas of
Michigan.
Subsequently,
this will be an
additional figure
from the already
established
customer base.
Key Resources
In addition to
espresso coffee
machine and a
Channels
Direct Mail
generated from
our website data,

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 4
refrigerated
counter display
unit, we intend
to add additional
eateries
equipment’s to
effectively
enhance service
provision.
we have plans to
make our
website a fully
e-commerce
functional hence
also became a
revenue source.
Cost Structure
The capital
structure will
hopefully be at
50% of the
equity
investment as
well as 50% of
dept. financing.
Investments put
in place will be
expected to meet
the shop’s major
milestone.
Revenue
Streams
Our intent
business model
projects that the
shop will have
an income of
over $150000 in
revenue during
the very first
year of its
operation set at a
gross margin of
65%. This will
be made possible
through
franchising and
extra
entertainment
sessions
The value chain analysis
The value chain analysis of Barken will be comprehensively analyzed through the use of
a SWOT analysis which will touch on important aspects of the Coffee shop operations. A
comprehensive example include the support activities as well as the primary activities enacted by
the shop (Chang & Chen, 2015). Support activities take the form of Procurement and firm
infrastructure while primary activities are in form of inbound logistics and services.

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 5
It is also relatively important to examine the internal as well as the external environment
of Barken through the SWOT analysis in order to plan for success (Brooks, Heffner &
Henderson, 2014).
Business analytical techniques and tools to outline the current state situation of
Barken.
SWOT analysis
Strengths
 Brand name and outstanding quality products
 Innovativeness in Coffee preparation
 High social commitment
 Customer loyalty
 Customer orientation from management team
Weakness
 Poor marketing and communication with new potential customers. The shop is
more focused and oriented towards maintaining already built relationships.
 The shop has an unclear vision. It had grown quickly by talking a broad
differentiation strategy leading the management team to ignore core business markets.
 Lack of a marketing team hence lack of focus on marketing specific services or
product to targeted customers. If this happens however, it is more generalized.
Opportunities
 Competitive advantage over other coffee houses in the industry. Since Barken
emphasizes in luxury coffee provision segment, its primary clients include people from the elite
levels of the society, In return quality comes first.

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 6
 The opportunity for expansion into developing market areas in other areas.
Threats.
 Competition from the new entrance in the industry.
 Though substitution is a relatively small risk, the chances of it getting more
intense with time are high. Currently, Barken is still relevant as the best providers of quality
services.
 Potential competitors also pose a significant challenge; it is also quite unfortunate
that the shop lack sufficient knowledge to face of the challengers (Dictionary, 2016).
 New markets come with new challenges; this is because the enterprise requires
familiarity with extended marketing tips and the area of weaknesses that regional coffee houses
may have.
Strategic Plan for the next 5years
Crucial components
 The management team
 Products and services
 Customers
 Our competitive edge
 Marketing strategy
 Financial Forecast
Slightly more thsn half of American’s above the ages of 18 drink coffee on a daily basis
(Igou & Coe, 2016). The average American, in this case, spends over 20$ in a week on coffee

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 7
expenditure. Although the industry is controlled by giant shops such as Dunkin Donuts and
Starbucks, small upcoming coffee shops like Barken have found solid techniques of acquiring
the market share to net over 12 billion yearly (Hill, Jones & Schilling, 2014). Subsequently, this
is thanks to the fact that there is a relatively high-profit margin on coffee (Phadermrod, Crowder
& Wills, 2016). Simply put, a coffee shop is a highly profitable end over if all the right channels
are enacted. In relation, this phrase will examine Barken’s strategic plan for the next five years.
Executive Summary
Barken will offer organic as well as gourmet coffee to our clients. We consider ourselves
more than an average run-of-the mill stop coffee joint since we offer varieties of coffee
beverages. Our plan for an entertainment galore in the shop will provide a hub of opportunities
for Michigan’s young artists.
The management team
Although the coffee shop as per now has a small management as well as the support
team, we intend to grow in the next one regarding both the management and the staff. Currently,
Barken has one manager who oversees every management aspect in the shop and two staffs who
take care of our customers. The plan is to expand our staff to accommodate more customers at
the same time (Frynas, 2015). With the kind of the background Barken has, it is going to be
possible to get efficient human resources from the neighborhood and hence enhance the chances
of working towards our vision and mission
Products and services
Barken’s primary products come in three products: Coffee products, coffee beverages,
and pastries. We intended to make coffee beverages our main seller and sold in three types of

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 8
cups that differ in sizes. We also alternatively offer coffee products like French presses and
grinders for those on the lookout for a match regarding home quality
Customers
The shop targets consumers like coffee-holic, lovers of music, the young professionals,
and business personnel are that work around the areas of Michigan. We intend to have longer
ours of operations to widen our already existing customer base. Technically, we intend to use
social media platforms of our guest musicians so as to reach a wider audience base and hence
increase customer retention abilities for the shop (Wheelen & Hunger, 2017).
Our competitive edge
Our competitive edge as compared to other coffee houses includes the following:
 The current location of the shop can be considered one of the best outsources in
the market. Subsequently, this is because it is in the heart of the central business
district in Michigan.
 We provide significantly unique and better-tasting coffee
 The only coffee house that provides regular weekend evening music
entertainment
 We also intend to expand our products to accommodate a wider variety of favorite
drinks.
 Our plan for an internet website in the next two years will enable us to include
sales of products such as coffee beans, and other items like tea, gift items and gift
baskets.
Marketing strategy

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 9
The majority of our competitors rely on entire word of mouth marketing strategy to
generate business (Tovstiga, 2015). As for Barken’s we intend to engage in an ongoing
aggressive marketing program aimed at establish profitability as quick as possible hence
enabling continued growth for the shop. Our central strategy aims to position Barken as the
Lexus of coffeehouses, with a purpose of offering high-quality products as well as superb service
in our superior environment (Zikmund et al., 2013).
Launch Marketing Plan
 We intend to promote awareness, organize for direct traffic and enhence our
brand image through the use of several techniques:
 Direct mail to customers
 Local print and broadcast media
 Public relations
 Design as well as packaging
 Enhanced Community involvement
 Superiority in terms of location
 Financial Forecast
Barken’s business model projects that the shop can hopefully generate over a maximum
of $250 000 in revenue in the very first year of operation and at a gross margin of 60%. We are
hopeful that we will surpass the break point and became lucrative near the end of the first
trimester of our second year in operation.
One page reflection on the Impact of the used strategies on the environment and
society and how to mitigate the negative impacts

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 10
One thing is for sure, the strategies employed by Barken to make it a giant coffee house
mitigates some positive contributions to the society in general as well as the environment. Take
for example our plan to make ourselves an integral part of the local as well as the world
community (Babin & Zikmund, 2015). Consequently, this will generate good will, live up to our
mission statement and create the opportunity to forge important contracts with key people. Some
of the community involvement goals that are likely to make an impact include:
 Sponsor local sport teams
 Offer support Fair Trade, Organic and sustainable farming
 Participate actively in the chamber of commerce
 Purchase fair trade coffee during necessary times
 Provide corresponding products to local charities in terms of fund raising.
However, some challenges can be credited to the strategic plans enacted by the coffee
shop. An example of such negative impacts include environmental pollution. Technically, this
aspect may be in form of excess waste products being mishandled within the environs of the
coffee shop. In relation, this is how we plan to surpass such challenges and possibly find long
lasting solutions for them. We have ways through which we plan to mitigate the problem of
environmental protection as well as safety (Asaba & Lieberman, 2017). Consequently, we plan
to advocate for purchasing supplies in bulk form, work with our suppliers to reuse crates as well
as pallets and make purchases of reusable napkins, utensils and place settings. In terms of society
enhancement, we plan to instill the values of integrity, passion, success, citizenship, Quality,
brand, guest’s satisfaction and respect to enable us to operate with sensitivity and dignity to
prevent compromising situations for both our customers (Carvalho, Paiva & Vieira, 2016).

STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 11
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STRATEGIC PLAN FOR BARKEN’S COFFEE SHOP 12
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