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    Marketing strategy Assignment Help

    Marketing strategy Assignment Help

    Executive Summary

    Abu-Dhabi Coffee bar is committed towards making the company into a daily hub for neighborhood coffee addicts, a place to dream of as you attempt to get away from the day to day worries of life and only an agreeable place to meet your companions or to peruse a book, across the board. With the developing interest for brilliant gourmet coffee and incredible administration, Abu-Dhabi Coffee bar will gain by its nearness to the University of Dubai grounds to assemble a center gathering of repeated clients. Abu-Dhabi Coffee bar will offer its clients the best arranged coffee in the territory that will be complimented with baked food items, and also free books will also be provided so that the clients can read important books to make the most of their visit. 

    Abu-Dhabi Coffee bar will try to make a one of a kind place where clients can associate with each other in an agreeable and unwinding condition while getting a charge out of the best blended coffee and cakes nearby. We will be in the matter of helping our clients to soothe their day to day worries by giving them a bit of psyche through awesome feeling, advantageous area, amicable client administration, and results of reliably high caliber. Abu-Dhabi Coffee bar will contribute its benefits to build the worker fulfillment while giving stable profit to its shareholders.

    General pattern toward quality among the buyers of Dubai, unquestionably assumes an imperative part in the current development in gourmet coffee. Also, such components as yearning for little indulgencies, for something more outlandish and one of a kind, give a better selling chance to the coffee bars. 

    The real purpose behind the clients to come back to a particular coffee bar is an extraordinary tasting coffee, snappy administration and wonderful climate. Despite the fact that, as expressed some time recently, coffee utilization is uniform crosswise over various pay fragments, Abu-Dhabi Coffee bar will value its item offerings aggressively. We unequivocally trust that offering coffee with an incredible administration in a pleasant setting will enable us to assemble a solid base of faithful customer base.

    Product & Services

    Abu-Dhabi Coffee bar will offer its clients the best tasting coffee refreshments in the range. This will be accomplished by utilizing top notch fixings and entirely taking after readiness rules. The store format, menu postings and showcasing exercises will be centered around amplifying the offers of higher edge coffee drinks. Alongside the coffee drinks, prepared coffee and teas, and also some refreshment drinks, will be sold in the coffee bar. Abu-Dhabi Coffee bar will likewise offer its customers baked goods, little servings of mixed greens and sandwiches. For the gourmet customer base that likes to set up its coffee at home, Abu-Dhabi Coffee bar will likewise be offering coffee beans. 

    The menu offerings will be supplemented by free books and magazines that clients can read inside the coffee bar. 

    The menu of the Abu-Dhabi Coffee bar coffee bar will be worked around coffee based coffee beverages, for example, lattes, mochas, cappuccinos, and so forth. Each of the coffee based beverages will be offered with entire, skimmed, or soy drain. Each of these coffee drinks depends on a "shot" of coffee, which is set up in the coffee machine by driving warmed water through ground coffee at high weight. Such coffee shots are joined with steamed drain or potentially different added substances like cocoa, caramel, to set up the coffee based drinks. Appropriate arrangement methods are of foremost significance for such beverages. A minor deviation from the measure of coffee in the shot, the extent of the coffee particles, the temperature of drain, and so forth, it can contrarily influence the nature of the readied drink. 

    Two thousand brochures and leaflets will be circulated in the adjoining neighborhood, on the University grounds, at the shopping centers and in the chose office structures inside two weeks before the opening of Java Culture. Hence, free postcards with Abu-Dhabi Coffee bar underwriting will be printed to build the organization existence among the supporters.

    Abu-Dhabi Coffee bar baristas will deals with the business exchanges. To accelerate the client benefit, no less than two workers will be overhauling customers - while one representative will be setting up the client's request, the other one will be dealing with the business exchange. All business information signed on the electronic purpose of-offer terminal will be later broke down for showcasing purposes. So as to develop its customer base, Abu-Dhabi Coffee bar will utilize flags and fliers, use client referrals and cross-advancements with different organizations in the group. In the meantime, client maintenance projects will be utilized to ensure the clients are returning and spending more at the coffee bar. 

    Problems faced by new entrepreneurs 

    Inability to advertise their business 

    Time after time individuals' concept of a showcasing system is to post about their business on Facebook, give out flyers and business cards. While those things are alright to do, a promoting procedure should totally be a great deal more refined, clever, and cover numerous more alternatives. Every business needs a showcasing arrangement that suits the uniqueness of that business and addresses the objective client for that business. The themes of understanding your objective purchaser and making a promoting procedure that best suits your business are all the more completely secured inside the Marketing, Social Media and Blogging classes here on The Social Media Hat. 

    Legal inquiries 

    Ultimately, most business visionaries battle with understanding three key legitimate topics: 

    a How they ought to structure the business while fusing. 

    b The licenses and allows required by their city, region, state and nation. 

    c The level of insurance required for the business as far as licenses, copyrights and trademarks. 

    To see how to consolidate the business, individuals can either read up on it, or have everything clarified in around a hour by a lawyer. Legal counselors can for the most part point you in the right heading as far as the sort of tax assessment and obligation security issues that are most appropriate for your business. All information can be acquired from the Secretary of State office.


    As one of the world’s fastest growing destination for leisure visitors UAE is full of (coffee) beans, lately. This brand conscious region is jostling with independent cafes and roasters. Herein, amidst all this we Abu-Dhabi Coffee bar pave in our way. Globally, the consumption of coffee is rising, strongly. 82% of the country’s population claims to consume soluble coffee. Coffee in Middle East is a lot more than a drink; it is part of the culture and also a business pre requisite. With continuing rise in the coffee consumption in the region, it allows room for our set-up to be successful..As, the Abu-Dhabi Coffee bar is located nearby the university. Major chunk of our customers fall in the age group of 20-35 i.e. both students and staff, that make up to 62% of the population. As it comes to our favor as we aim at providing great coffee experience at affordable prices so as to capture a bigger share in the market. Our marketing strategies are aimed on reaching the university students and faculty, professionals working in offices located nearby and also the sophisticated teenagers. They mainly account to be the target audience. Moreover, cafes are considered to be the spot buzzing with a lot of commotion, as the students’ decide to study here or meet their friends. Such factors, add up to the growth of the set up. As coffee has become a part of the lifestyle of people, 3.5% of growth rate is expected on an average. And also we’re planning on to capture the market share of 54%.

    Marketing strategy:

    Marketing is very important for any brand to outshine, more than advertising. Because well marketed businesses stand out and also show great profits. 

    Because, our target group falls in the age category of 20 to 35 years, we plan to publicize our venture mainly by advertising on social media, because the our target audience is the one who is socially active, also people are turning their heads towards TV’s and newspapers and switching on their mobiles and desktops. And through this our ability to target goes beyond reaching the right people. We can be one step ahead and serve the creative that will best echo with the target.  A well made digital campaign can work wonders and make the situation good to great. Designing a website can direct the masses to our site and build brand awareness. Also effectively targeted customers can advertise by word of mouth which will be beneficial for the venture, sooner or later.  And also we look forward to make subtle advertisements in movies, TV shows so as to grab the attention of our potential customers.

    Distributing various coupons and sponsoring college events will make us more noticeable thus drawing in more customers. As, we are commencing our operations, we intend to tie up with the youth brands and finally give the people the purpose to come to us and sip coffee. Making the media feel at home is equally necessary, as they might write a good story or experience about the café, which all the more results in word of mouth publicity. And the oldest is to maintain good rapport with the public, as it is the society you’re operating in. 

    Distribution strategy

    The distribution strategy would be to set up coffee houses in all the colleges in an around the area, the Abu-Dhabi Coffee bar has set up its operations. Since the target customers are students and teachers, the market will be active during the evenings, so the company will ensure all the kiosks or the actual café s have enough stock by the evening. 

    There can be kiosks set up inside the campus, or just outside a bus stop near the campus. Since the idea is to target different price sensitive groups, kiosks and the cafes will have different price brands and varied items to engage the customers. The distribution can be done by setting up kiosks.

    The cost associated for setting up a coffee kiosk machine would cost around AED 2000, except for the operational cost that would be around AED 500 a day. The effectiveness of this delivery method will be measured by the increase in the customer base compared to the other shops, and also the reduced waiting time for the customers.

    Competitive advantage

    If the advantage of the coffee shop is not to serve the right taste, then there can be no other advantage for that company. Abu-Dhabi Coffee bar should critically analyze the taste of their targets, students and teachers and try to have a product for them. So they can test the samples with the students if they will be interested in it. 

    The main advantage of the company is the taste, fresh ground and with loads of varieties, the ambience in the cafes will enable them to pay higher price for the coffee. The teachers can also enjoy some alone time reading books in the café’s, so the cafe should be designed that way. The kiosk should be really quick in serving customers, zero or less than a minute waiting time will attract more customers to buy at the kiosk. Our competitors in the area are usually Foreign brands who can’t get the local taste most of the time right, they have products of the country they originated from , so suiting to the local tongue will be another advantage of the Abu-Dhabi Coffee bar company.


    Abu-Dhabi Coffee bar will be benefited by the common interest for fantastic gourmet coffee. The proprietors have given the organization adequate start-up capital. With effective administration gone for building up and growing a dependable client base, the organization will see its total assets multiplying in two years. Abu-Dhabi Coffee bar will keep up a stable 65% gross edge, which consolidated with sensible working costs, will give enough money to fund and assist the further developments into the business.

    Break-even analysis

    With the normal monthly settled expenses of around $20,310 in the past financial year edge of around 65 percent, Abu-Dhabi Coffee bar’s culture will definitely earn back the original investment which is approximately around $31,350 every month. As indicated further, the organization is required to create such sales ratio from the out start.

    The pricing strategy of the product has been made, keeping in mind the targeted consumers which are mainly the students and staff members of the university. A higher price will not attract customers even with such facilities of book reading and such a blissful environment. Whereas a lower price will be appreciated by clients from different segments and such it can be assumed that a satisfied client will turn into a loyal customer.

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