Coffee and Tee Joy Paule

October 17, 2014

(Google images, 2014)

Marketing Mix Model

Product/Service Price

Promotion

Place

C

Competitors

Political and Legal Influences

Technology

Social and Cultural Environment

Economic Environment

Problem

Will it be profitable to open a coffee shop on a RV in South Cariboo, BC?

Initial Investment Equipments

Design, furnishings and decors

License and Insurance

Training and Pre-opening Travel Expenses

Opening Inventory and paper products

Grand Opening and Marketing

Miscellaneous expenses Total

Vehicles $500,000

$8.75

Coffee & Tee

Indirect Competitors

HotelsB&B'sCoffee ShopsGeneral Store

10

2 3

4

Sample Survey

Age- ______ Sex- ______ Ethnicity- ___________

1. How often do you play golf? Once a week [] Twice a week [] Once a month[]

2. Where do you usually play golf? ________________

3. What do you usually have for a drink after playing? Iced coffee[] Hot Coffee[] Energy drink[] Water []

4. How do you like your coffee? Light roast [] Medium Roast [] Dark Roast []

5. Which do you prefer, sandwich [] or a variety of donuts []?

(30,000 random participants in downtown and Cariboo area)

(Google.com, 2014)

48%

42%

10%

42%38%

12%

8%

SWOT Analysis

Strength and Weaknesses “first”

Comfort

Customer awareness (cover with aggressive marketing efforts)

Seasonal (reduce labour force, cater other remote places)

Opportunities and Threats Increase profits

Blend in

Competing against recognized brand (service differentiation)

Product Life Cycle

(Google.com, 2014)

Extension Plan

http://www.youtube.com/results?search_query=rv+on+water

Future Plans

(Google.com,2014)

Media Strategy

Creative Strategy

(Google images, 2014)

(Smithers, 2014)

Slogan“Thought you were at home?”

(Voice-over)Be at home in the outdoors. Coffee & Tee. Have it with your family.

Slogan“Discuss in Comfort”

Three Quarters of Canadian are Community Newspaper Readers

Non-ReadersCommunity News-paper Readers

75%

25%

Evaluation and Control Plan

June, July, August $50,000(price reduction, offer premium)

September, October, November $20,000(reduce labour force, serve other remote areas)

December, January, February $40,000- $60,000(price reduction)

March, April, May $20,000(same as Sept.-Nov.)

(Google.com, 2014)

Coffee & Tee. Welcome to our Family.

Citations and References

1. Van Houte, 2014, Retrieved on September 26, 2014 from

(http://www.vanhoutte.com/en-ca/consumer/shop-online/our-coffees-teas/by-roast/medium

2. 100 Mile House, 2014, Retrieved on September 26, 2014 from

(http://www.100milehouse.com/)

3. Cariboo Vacations, 2014, Retrieved on September 26, 2014 from

(http://www.cariboovacations.com/area.html)

4. StatCan, 2014, Retrieved on September 26, 2014 from

(http://www12.statcan.gc.ca/census-recensement/2011)

5. BC Forest Safe, 2014, Retrieved on September 29, 2014 from

(http://www.bcforestsafe.org/files/BC%20LICENCING%20AND%20REPORTING%20REQUIREMENTS%20-%20updated2.pdf)

6. Wired Pop Out Trailer, 2014, Retrieved on September 30, 2014 from

(http://www.wired.com/2012/12/pop-out-trailer/)

7. Romotow, 2014, Retrieved from September 30, 2014 from

(http://www.romotow.com/assets/press-release.pdf)

8. American Express, 2014, Retrieved on September30, 2014 from

(https://www.americanexpress.com/us/small-business/openforum/articles/on-the-road-running-your-business-from-an-rv-trailer-or-boat/)

9. Small Business, 2014, Retrieved on October 1, 2014 from (http://smallbusiness.chron.com/examples-corporate-culture-34281.html)