Situation Analysis, - Assignment Example

The sales for coffee have kept on increasing over the last decade despite a time of financial downturn. This is because this is a beverage that has a lasting demand among the community. Therefore, the main purpose of my business plan is to provide people with a place to enjoy their coffees, beverages and certain food products in, so that they are attracted by the quality and creativity that I have attempted to bring about with the help of my plan. (Weitzman, H. 2006) Target Market I wish to provide the age bracket of 14-28 years a place, so that they are able to come, relax and enjoy good food and coffee, and at the same time, get their work done, meet their friends and just have a bit of change away from home.

I feel I will be able to carry out this project very well since I have excellent interpersonal skills and also a very dynamic personality. Market Description Expansion and diversification is what will keep the spirit of my firm alive. In the future, I plan to move on to supplying my products not only to those who visit the coffee house but also to others with the help of stationed trailers in different parts of the city, and/or expanding the unit of my coffee house in order to create a chain of such businesses.

I will be able to generate a large amount of employment as well with the help of the core team that I do employ, apart from which I will also be hiring a small group of people to do my research and development. Slowly and gradually, the coffee house is also likely to attract older people as they can also sit and work and enjoy a different kind of meal or desserts that are not really found elsewhere. Therefore, I aim to bring about product differentiation within my venture in order to attract more customers.

It is also very essential that while beginning a venture one must think about how to market it. It is given that a ready market is already available, which includes the buyers of the product and thus the entrepreneur needs to think of ways of making the product reach the potential customers. (Hawes, Daryl) This brings us to the advertisement and publicity in terms of the marketing mix that the venture will be popularized by. I am only making use of word of mouth and internet mediums in the beginning, and later will move on to making use of the print media.

In the future, I do hope that my venture is therefore successful and I am able to with all that I have planned; carry out a business of a coffee shop while keeping all the barriers in mind and trying to overcome them at the same time. This will hopefully bring me at par with the leading coffee business in the world today and put me on the top. Competitors and Products I am aware that there are many competitors in this industry such as Starbucks. If I follow the same strategy as those competitors, my business will fail.

Therefore, in this business I would like to focus on quality rather than quantity and keep the business small at the beginning and eventually expand the business in the future. (2009, Fortune Magazine) SWOT Analysis Strengths Aviano Coffee has already been established well in another country which will give me the opportunity and chance to bring it to the people of the UAE easily. I have a number of friends within the age bracket of the target market, and thus have spoken to them regarding what