Summer Moon Coffee: Marketing Plan Proposal - Australia Expansion

This report details a comprehensive marketing plan proposal for Summer Moon Coffee, focusing on its expansion into the Australian market. The plan begins with an executive summary, followed by a company overview, including its mission and success keys. It then delves into product descriptions, market analysis, including segmentation (demographic, geographic, psychographic, and behavioral), market needs, industry analysis, competition, and consumer behavior. The report outlines the marketing strategy and implementation summary, covering competitive advantages, sales strategies, and sales forecasts. It also includes a management summary, detailing the management team and addressing any gaps. Finally, the report presents a financial plan and references. The analysis highlights Summer Moon Coffee's focus on quality products, innovative flavors, and competitive pricing to attract a loyal customer base, particularly targeting the young generation in Australia and tourists, offering a unique and comfortable environment.

Running Head: Marketing Plan Proposal 0
Summer Moon Coffee
Marketing Plan Proposal
(Student Name)
2/23/2019

Marketing Plan Proposal 1
Table of Contents
1.0. Executive Summary..................................................................................................................2
2.0. Company Summary..................................................................................................................2
2.1. Company Location and Facilities.........................................................................................3
2.3. Mission..................................................................................................................................3
2.4. Success Keys.........................................................................................................................3
3.0 Products.....................................................................................................................................3
3.1. Description of Products.........................................................................................................4
4.0. Market Analysis Summary.......................................................................................................4
4.1. Market Segmentation:...........................................................................................................5
4.2. Market Need..........................................................................................................................6
4.3. Industry Analysis..................................................................................................................6
4.4. Competition...........................................................................................................................6
4.5. Consumer Behavior Analysis................................................................................................7
5.0. Strategy and Implementation Summary...................................................................................7
5.1. Competitive Edge..................................................................................................................7

Marketing Plan Proposal 2
5.2. Sales Strategy........................................................................................................................8
5.3. Sales Forecast........................................................................................................................8
6.0. Management Summary...........................................................................................................11
6.1. Management Team..............................................................................................................11
6.2. Management Team Gaps....................................................................................................11
7.0. Financial Plan.........................................................................................................................12
8.0. References...............................................................................................................................13
9.0. Appendix.................................................................................................................................15
Financial Plan.............................................................................................................................15

Marketing Plan Proposal 3
1.0. Executive Summary
Summer Moon Coffee is determined to become a regular and daily necessity for the local
coffee addicts. SMC coffee bar is grounded on the philosophy of firm to ripen into the vital as
well as everyday prerequisite of the native coffee paramours. It is one of the place where the
individual can escape from their daily stressful life scheduled as well as feel comfortable with
the friendly environment as well as books that are provided all at the one place. The business
plan of Summer Moon Coffee is majorly depend on presenting innovative coffee for their
customers with providing free café. The main notion behind such coffee shop is to cater the best
coffee to their consumers of that extent where the coffee will be esteemed with variety of pastries
that mad them unique in the market (Summer Moon, 2018).
Company is planning to expand their business in Australia. Therefore, in the following
part there will be detailed analysis of market that would help the coffee shop to enter in such
market in more effective manner
2.0. Company Summary
Summary Moon Coffee are leading in the market if coffee in which they sales coffee with
other beverages as well as snacks. Summer Moon
Coffee was introduced in the year 2002 in Austin,
Texas. They began with the only coffee bar then they
turned to coffee roasting. In the year 2004, the café
was inspired by the early American Roasters as well as

Marketing Plan Proposal 4
the simplicity of their tools which include bricks, fire as well as wood. With no blueprints to
follow, No Wikipedia page to reference, the café designed as well as built their roaster for the
scratch, they also laid each as well as every bricks by their hands.
2.1. Company Location and Facilities
Summer Moon Coffee is launching their business plan in Australia in which they will
offer variety of coffee to the consumers where the teenagers, localities as well as other people
feel relaxation in such environment. Summer Moon Coffee will be positioned on the first floor of
salable construction at the corner of West 13 Avenue in Australia or they have also fortified 1
year contract of the unoccupied 2500 square feet buildings that was formerly employed by any
other hair salon (Summer Moon, 2018).
2.3. Mission
Summer Summery will mainly focus on the quality of products with some of the unique
ideas at the modest process in order to meet the expectation of consumers and to attract more
loyal natives as well as tourists.
2.4. Success Keys
 Competitive Pricing
 Innovative Flavors
 High-Quality products

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3.0 Products
Summer Moon will cater the best quality coffee beverages to their consumers in the part.
It will be attained by exhausting the superior quality materials as well as severely ensuing the
groundwork procedures. They will also offer pastries, sandwiches as well as snacks to their
consumers. The layout of stores, menu listing as well as activities of marketing will majorly
focus on maximizing their sales of higher margin espresso drinks. Moreover, brewed coffee as
well as teas with other refreshment beverages will be offer to the consumers in innovative
manner. Summer Moon will also deliver their consumers small salads, pastries with sandwiches
(Summer Moon, 2018).
(Summer Moon, 2018).
3.1. Description of Products
Summer Moon coffee bar will majorly offer and specialist in espresso cased coffee drinks such
as:

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 White Chocolate Mocha: it will served and present in a creamy taste with delicious foam
based that will represent the elegancy in the taste.
 Cappuccino: it will be offered with the luxurious texture with the strong espresso flavor.
Summer Moon will cater with more concentration and with innovative skills.
 Caramel Macchiato: it will include syrup of rich vanilla, milk which is freshly steamed
with the icing of velvety ironic foam and finishing with the buttery caramel drizzle.
 Vanilla Latte: it is one of the delightful types of espresso that will represent with the
smooth steamed milk as well as definitive syrup that
will make the latte more tasty and delightful.
4.0. Market Analysis Summary
The consumption of coffee in Australia has shown a
steady growth with the gourmet coffee having the strongest
growth as the population of such country is addicted
towards the coffee. Australia is counted in the limited
republics wherein the rapid feasting of the coffee is as high
as comparison to other countries. They are extremely
attracted towards the taste with roots of the products
(Ederer, Heumesser & Staritz, 2016).
4.1. Market Segmentation:
In the process of the market analysis, Summer Moon has divided the following group
according to market segment to target their consumers as they are explained in detailed in below
points:

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Demographic
The condition of economy of the country is positive which help in enhancing the
purchasing power of the customers. It has been analyzed that young generation has more
spending power as they are keener for the coffee (Lockwood et al, 2018).
Geographic
The people live in Australia are addicted toward the coffee. Sydney is one of the famous
destination places for the tourist therefore; the coffee shop will target hotspots area for marketing
their products (Adams, Gans, Hayes & Lampe, 2018).
Psychographic
The people of Australia are concern for their health therefore; they consume and prefer
healthy good. The plump, salty as well as sugar are switched by the user to the bold flavors in
Australia.
Behavioral
The recent trend in Australia represent that innovative flavor coffees with the effective
services and low prices items are mostly preferred by the population of Australia (Laderach et
al., 2017)
Therefore, from the above analysis of market segment, Summer Moon will target young
generation consumers between the age of 17-39 for their coffee as well as they will target all
range of income level for the products to target maximum consumers with different ranges.

Marketing Plan Proposal 8
4.2. Market Need
The consumers of Australia mostly prefer quality products that play an essential role in
the current development in the coffee industry. Moreover, such features as desire for the small
indulgencies for somewhat more exotic as well as unique that provide opportunities for the
coffee bar to target their consumers in more effective and efficient manner (Bucchini, Guzzon,
Poms & Senyuva, 2016).
4.3. Industry Analysis
The industry of coffee in Australia is experiencing the steady growth over the past five
years 2019-2020, as the consumers of Australia are addicted to the coffee. The revenue of such
industry is estimated to enhance by the annualized 2.7 per cent over the five years through 2019-
20 to reach amount to $ 5 billion. It embraced the estimated growth of 4.2 per cent in the year
2015-16. The growth will be determined by the trends towards finest eating, decent consumerism
as well as health consciousness (Knox, 2016).

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(Source: IBIS World, 2018)
4.4. Competition
The small coffee owners are estimated to overlook such industry over the next five years.
It would be tough for the company to establish themselves due to high competition in the market
at a competitive price points. With the high demand of the coffee in the market, business will
focus on enhancing the profits by providing different offers to the consumers as well as cutting
down the profits. The major competitors are Nestle, Coffee Republic, Kraft Heinz, Starbucks as
well as Luigi Lavazza (Nguyen, Nguyen & Bosch, 2017).

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4.5. Consumer Behavior Analysis
The coffee industry of Australia has represented as a strong growth in the past scenario.
The population of Australia is addicted towards the coffee. They are the keen to know about the
foundation of the coffee beans as well as are also snow their interest towards such products that
are utilized in the tactical plans of the most of the businesses. They are sweet lovers that force
them to try innovative coffee shops to taste the flavors. The consumers spend huge amount in
foods as well as they are majorly attracted towards the low prices products. They mostly prefer
tasty, provenness as well as environmentally friendly products (Sweeney, Danaher & McColl-
Kennedy, 2015).
5.0. Strategy and Implementation Summary
The promotion strategy of Summer Moon will be focused on targeting new consumers,
retaining the existing consumers as well as getting the consumers to spend more time and come
back more frequently. They will try to establish loyal base of consumers that is more important
due to the reason they would not only create deals but also offer the auspicious recommendations
(Kotler & Armstrong, 2015).
5.1. Competitive Edge
Summer Moon will represent in unique pattern where its patrons can not only enjoy the
coffee but also will able to spend their more time in an ambient atmosphere. They will offer their
products at reasonable price as well as relaxed seats with sofas, soothing music as well as
dimmed light will benefit the consumers to unwind from the everyday stress and made the
Summer Moon unique from their competitors (Morgan, N. A., Whitler, Feng & Chari, 2018).

Marketing Plan Proposal 11
5.2. Sales Strategy
Summer Moon barista will manage and handle the transaction of sales. At each table two
employees will serve the clients to speed up the customer services while one will preparing the
order of consume and the additional individual will manage and handle the transaction of sales.
All the transactions data will be saved on the electronic of terminal point-of-sale and well along
examined for the purpose of promotion. In order to, build the strong base of clines, Summer
Moon Coffee will use the fliers with banners; utilize the consumer’s referrals as well as cross-
promotions with other community of business.
5.3. Sales Forecast
The cost of food is assumed at 30 per cent for the coffee beverages and 60 per cent for
the pastries and retail beans. It is estimated that in the first year their first per day consumers will
be 170 and within the year it is assumed to be increased by approximately by double of the first
year (Jaworski, 2018).
Break-even point