Sunrise Cafe: Marketing Plan and Business Context Analysis Report

This business report prepares a marketing plan for Sunrise Cafe, a start-up cafe restaurant in Australia. It includes market research, organizational structure, and mission objectives. The report analyzes the external and internal business environments, using tools like PESTLE analysis, and identifies key business practices. It discusses the competitive landscape, including major players like Aroma Cafe and Starbucks, and emphasizes the importance of innovation, healthy food options, and effective marketing to capture market share. The report also covers financial planning, operational strategies, and the application of the 7Cs of communication for effective customer engagement. The overall objective is to provide Sunrise Cafe with a strategic roadmap for success in the competitive Australian cafe industry.

Running head: MANAGEMENT AND BUSINESS CONTEXT
Management and Business Context
Name of the Student
Name of the University
Author Notes

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Executive Summary
This business report aims to prepare a marketing plan for a start-up Cafe Restaurant name
Sunrise. Proper market research method will be implemented within this report which will
help the management of the new start up deal with the challenges related to marketing plan.
The business plan will provide the organisational structure and mission objective of the
company. It will also aim to highlight up on the external and internal business environment,
which will help them in operational activities. Finally, the best business practice theory that
can be implemented by the start-up Cafe is also mention within this report.

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Table of Contents
Introduction................................................................................................................................2
Organizational Structure............................................................................................................2
Mission and Objective of the Organization...............................................................................3
External and Internal Business Environment.............................................................................5
Business Practices......................................................................................................................6
Conclusion..................................................................................................................................7
Reference....................................................................................................................................8

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Introduction
The aim of the current study is to prepare a business and marketing plan for a business
start-up that are intending to initiate they are business in the Cafe restaurant industry of
Australia. The various types of Cafe including coffee, capacihnios and all other kinds of
snacks are quite popular these days among Australian population. The new start-up company
in this sector, which is named Sunrise cafe, is aiming to make full use of the business
opportunity.
Restaurant start up is aiming to become a part of the Australian Lifestyle, where the
people are dependent upon various types of cafe. It is also expected that the Cafe Industry of
Australia is growing at a rapid rate due to the high demand of people. It is important for the
Sunrise cafe to implement effective marketing plan by analysing the internal and external
environment in order to capture significant market share.
The current report will focus upon providing possible organisational structure and objective
of the company, which will help them to establish themselves as one of the reputed band in
their sector.
Organizational Structure
According to Fan et al.,(2013), organisational structure is an important component
within a company that helps to decide how all the major business operation will be controlled
and supervised. The entire process of task allocation and coordination are being controlled
with the help of organisational structure. The Sunrise cafe company need to have an effective
0management team as a part of their organisational structure. The management Team should
consist of member, which will consist of managers having experience of at least 5 years of

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working in the coffee sector. Hence, it will be possible for the company to decide upon the
marketing plan and also use inventory that are needed to decide upon the pricing of the
products (Ashkenas et al., 2015). It is also possible for the company to decide upon the
business strategy, which is needed for a start-up company. This can help them to gain
significant market share and thereby able to gain competitive advantage.
There will be a separate team employed by the company, whose duty will be conduct
marketing research of Coffee Industry in Australia and collect relevant data that are needed in
the process of implementing business plan. The research team will conduct survey among the
consumers of Australia and get an idea of the demand and expectation of the people before
they launch the products in the market.
There will be separate finance team, who will make the planning for expenditure and
the budget of the company. They will also predict the profit level of the company for the next
5 years. It is also essential for them to prepare contingency plan that need to be implemented
during the time of crisis.
For each cafe there will be head cook or chef, who will be in charge of the restaurant
kitchen. It is the duty of the Chef to ensure that all the food is prepared properly and good
quality of the food is maintained. There also will bartenders, who will look after the needs of
the guests within the restaurant (Davis et al., 2013).
Mission and Objective of the Organization
The main mission of the Sunrise Cafe is to provide unique style in the preparation of
the food. The company will also aim to introduce new style of cafe, which will bring about
innovation within the respective sector (Fuller, 2016). Original mission statement is an
important component of marketing, which the restaurant to attract most of the coffee lovers

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of Australia. It is important to mention in the context the brand mission of the restaurant will
be addressed with the help of the mission statement (Campbell et al., 2016).
The restaurant will aim to introduce various type of service within the cafe chain.
There will be option of online ordering the food which will help them to increase the total
amount of sales. The Ambience of the restaurant will also help the guest to enjoy the moment
with food and thereby spend some relaxing time with friends and family members.
The principles of product life cycle will be implemented by the Sunrise cafe chain. In
the introductory stage, it is essential for the company to focus on branding techniques, which
will help to increase the popularity of the product among the target customers. At subsequent
step, the restaurant will fix up on the pricing of each of their food items (Bartlett
&Twineham, 2013). In order to gain market share and gain advantage, it is essential that the
pricing are kept at lower level. This is believed to be one of the effective ways to attract
customers from Rival companies. Effective promotion techniques will also be applied in
order to raise the level of awareness among target group of customers. It is important to
mention that, at the initial stage of product life cycle, the main aim of the company is increase
their popularity with the help of effective marketing techniques. Hence, it may not be
possible for the company to make profit.
The objective of the Sunrise cafe restaurant can be noted as follows:
 To bring about innovation in the process of making cafe that will aim to provide
unique taste to the food.
 To prepare food and drinks in a healthy manner, which will not compromise upon the
safety level of the customers?
 To capture 5% market share of Australian Cafe Industry within the next 2 to 3 years.

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External and Internal Business Environment
It is essential for all business start up to analyse the external condition of the market
of respective domain in order to implement effective marketing plan and fulfil the needs of
the target group of customers (Dibrell et al., 2015). This can be achieved by using effective
marketing tools of internal and external analysis. The test analysis tool will be used by the
Sunrise cafes, which will aim to analyse the political, economic and social background of the
Australian people.
The stable form of government in Australia is one of the major contributing political
factors that can help any form of start-up within the consumer market. The government has
also initiated various investment policies or the start-ups, which will help the Sunrise cafe in
the process of implementing the business plan in free and fair manner. The legal matters
related to the business of food also need to be followed. It is important to mention about the
Food Safety Act of 1991, which was implemented by the government in order to ensure that
the quality of the food that are being sold by the restaurants are checked properly. The food
safety regulations is aimed to minimise the risks of food contaminated diseases (Handford et
al., 2015).
With the growing economic condition of Australia, it is possible for Sunrise to expand
their business in a short period of time. It is also possible for them in this context to attract
maximum number of customers owing to the fact that there are no financial constraints
among most of the people in Australian society.
The people within the society of Australia are dependent upon the consumption of
cafe. It is generally popular among people of corporate sector and younger generation
individuals. Nevertheless, due to the fact that people are becoming health conscious, it is

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essential for Sunrise to use healthy nutrients, where the risk of catching up with chronic
diseases are minimised.
The use of the technology is also one of the essential components of restaurant business. Due
to the high technological infrastructure of the Australian society it is easy be possible for
Sunrise to use the public digital media in order to deal with their promotional activities.
It is essential for Sunrise to make best use of the business opportunities that exist
within the Australian Cafe Industry. It is expected that within the next 5 years the overall
revenue of the Cafe Industry will be doubled. Nevertheless with the growing competition in
this sector, there are various risks of losing competitive advantage from the cafe giants like
the Aroma Café and 212 Blu which currently captures nearly 50% of the Cafe Industry in the
Australian consumer market (Garcia et al., 2014).
There is also the risk of losing competition from major Cafe giants of the world
including Starbucks and CCD, which also has a significant market share in Australia.
Business Practices
The business to customer communication method is the best type of business practices
that can be implemented by the cafe restaurant. This type of business practice will help to
ensure that Sunrise is able to reach out to a wide range of customers. Effective business
research practice will also be implemented which will help the company together important
information relevant to the Cafe Industry. This is done with the help of effective research
method that will be a part of their business practice.

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The company will use the theory of 7Cs of communication that is used in the cases
related to improving the level of inter communication across the stakeholders of the
organization. The elements of the 7Cs of communication theory in the business practice helps
to improve upon the professionalism within the business. The parameters of the 7Cs include
the following:
 Completeness
 Conciseness
 Consideration
 Clarity
 Concreteness
 Courtesy
Conclusion
In concluding note it can be said that it is essential for Sunrise Cafe to understand the
Cafe Industry of Australia by conducting effective research work. It is also essential to
implement the research methods that will ultimately help in the process of making business
plan.
The Australian Cafe Industry is currently offering huge opportunity for all business
start-ups. Nevertheless, it is important for Sunrise to analyse the internal and external
environment of business in order to make most use of the opportunity and deal with the risk
using effective business practice.

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Reference
Ashkenas, R., Ulrich, D., Jick, T., & Kerr, S. (2015).The boundaryless organization:
Breaking the chains of organizational structure. John Wiley & Sons.
Bartlett, D., &Twineham, J. (2013).Product Life Cycle.In Encyclopedia of Corporate Social
Responsibility (pp. 1914-1920).Springer Berlin Heidelberg.
Campbell, J. D., Jardine, A. K., &McGlynn, J. (Eds.). (2016). Asset management excellence:
optimizing equipment life-cycle decisions. CRC Press.
Davis, B., Lockwood, A., Pantelidis, I., & Alcott, P. (2013).Food and beverage
management.Routledge.
Dibrell, C., Fairclough, S., & Davis, P. S. (2015). The impact of external and internal
entrainment on firm innovativeness: A test of moderation. Journal of Business
Research, 68(1), 19-26.
Fan, J. P., Wong, T. J., & Zhang, T. (2013). Institutions and organizational structure: The
case of state-owned corporate pyramids. The Journal of Law, Economics, and
Organization, 29(6), 1217-1252.
Fuller, G. W. (2016). New food product development: from concept to marketplace. CRC
Press.
Garcia, J., Dunford, E. K., Sundstrom, J., & Neal, B. C. (2014). Changes in the sodium
content of leading Australian fast-food products between 2009 and 2012. Med J Aust,
200(6), 340-4.
Handford, C. E., Elliott, C. T., & Campbell, K. (2015).A review of the global pesticide
legislation and the scale of challenge in reaching the global harmonization of food
safety standards.Integrated environmental assessment and management, 11(4), 525-
536.

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