The Coffee Break
Strategy and Implementation Summary
Convenience is in the eye of the beholder. By being a convenience store, we will focus mainly on customers located within a close proximity of The Coffee Break.
Word-of-mouth will be our largest market promoter. Students and business people will find the convenience and quality of The Coffee Break to be one that others should know about. In order for initial customers to be found, a distribution of flyers will be an inexpensive way of notifying those on campus.
With word-of-mouth and concentrating on the concentrated market, we will be able to assist more customers at a higher level of quality while also conserving efficiency.
5.1 Sales Strategy
Similar to that of our marketing strategy, most of our sales strategy is related to location. In order to keep sales high, The Coffee Break will provide a fun, relaxed atmosphere while offering a plentiful stock of goods. By starting with 2-month’s inventory, we will be able to see initial customer’s demands and work with our distributors so that we can maintain a variety of goods at low costs in time efficient manner.
5.1.1 Sales Forecast
Below is a chart and table forecasting sales for The Coffee Break. Sales are set to fluctuate, with peak sales during the winter ski season and late summer; this is when tourism is at it’s peak.
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Sales | |||
| Total Revenue | $218,000 | $250,000 | $269,000 |
| Other | $0 | $0 | $0 |
| Total Sales | $218,000 | $250,000 | $269,000 |
| Direct Cost of Sales | Year 1 | Year 2 | Year 3 |
| Total Costs | $99,000 | $105,000 | $110,000 |
| Other | $0 | $0 | $0 |
| Subtotal Direct Cost of Sales | $99,000 | $105,000 | $110,000 |
5.2 Competitive Edge
Convenience stores are nothing new and can frequently be found is towns and cities. Location and demand are essential to be successful and profitable. The Coffee Break’s location will be a large factor to it’s success. Often, students do not want to travel distances between classes or during their scheduled day. We will be able to facilitate their needs at a great convenience, while still providing exceptional quality. Also, our location will be easily accessible for those who are traveling to Mount Bachelor or other outdoor recreation areas.
The Coffee Break will not only offer convenience, but good quality foods and goods. We’ll offer a feeling of nostalgia by operating a soda fountain and ice cream extension to the basic convenience store. We will also will provide high quality beverages, including a small coffee bar. Unlike other convenience stores, we will offer food different from that of a common convenience store’s food selection. We will provide a variety of meals and snacks that are tasty and nutritious.
Our location, merchandise, and attention to customer service will put The Coffee Break ahead of competition. Also, our extended hours will facilitate those who need items after supermarkets have closed.
5.3 Marketing Strategy
With the new OSU campus and other nearby attractions, our location has created a great potential market. With little competition nearby, we will be able to create a customer base with little marketing and advertising. However, The Coffee Break will initially advertise with flyers to students and faculty at the campus for familiarization.
Once we have been established, we may offer special promotions and weekly specials, but this will be of little focus. By focusing on nostalgia and relaxation, we want customers to expect the quality and price to be dependable and constant.
5.3.1 Pricing Strategy
We will price point most of our goods at a $0.03-$0.10 price increase over the competitors. This will be not sway customers, due to the convenience and efficiency saved by shopping at The Coffee Break, versus other convenience stores. Top selling products will be at a smaller price increase in order to sway customers from other stores.
5.3.2 Promotion Strategy
Location is our best promotion tool. With our location near businesses, schools, and major attractions, little promotion will be need to attract customers. We intend on our convenience and variety of goods to be the biggest selling factor, not that of daily “specials.”
5.4 Strategic Alliances
Bend, Oregon is a tourist attraction for the Pacific Northwest. To help promote businesses around the area to tourists, most goods will be provided by local establishments. These will be able to offer well-prepared foods better than a larger company.
Also, with a population about 50,000, Bend residents know local standards for dining and goods. We will supply these in a convenient manner for those on the go or wanting more convenience than may be otherwise eligible.
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