This document summarizes the key information about a coffee company's market opportunity in Canada. It notes that the Canadian coffee market is valued at $2.7 billion CAD and is growing at 4% annually. The largest competitors hold 33%, 25%, and 4.9% market share respectively. A SWOT analysis identifies strengths like sustainability and weaknesses like limited resources. Opportunities include specialty coffee trends and threats include established competitors. The marketing strategy involves targeting demographic and income segments in downtown Vancouver through various promotional activities. A financial analysis projects sales growth and profitability, with a monthly breakeven sales volume of $46,152 CAD. In conclusion, the favorable Canadian coffee market is growing at 11.9% annually and trends favor

2. Company
Introduction

3. • History • Service Provided

4. Market Overview

5. Coffee Market Size
$ 2.7 Billion CAD Volume Growth 4%
Value Growth 16%
Growth rate
Competition / Market Size Prospects / Trends
Kraft Canada 33% Ground coffee pods
Keurig Canada Inc. 25% Specialty coffees
Starbucks 4.9%
Tim Horton's 2.8%

6. SWOT

7. Strengths Weaknesses
• Sustainable
• Unique In-store experience
• Farm to Cup
• Fairly Known
• Small Range
• Limited Resources

8. Opportunities Threats
• Specialty Coffee is a growing Trend
• Open minded
• Attractiveness to foreign culture
• Good quality cheaper
prices
• Established Market
• Tea and Coffee Pods

9. PEST

10. Political / Legal Economical
• Coffee is free of duty
and GST
• No permits or licenses
• Per capita income (Y) $49034 CAD
• Per capita spending(M) $74.62 CAD
• Fifth largest Coffee Market
• Market size growth rate of 11.9%

11. Technology and
Infrastructure
Sociocultural Analysis
• Coffee pods
• Health conscious
• Demand for a wider
product
• Keep up to technological
advancement
• APPs

12. MARKETING STRATEGY

13. Segmentation
• Demographic
• Target Market
• Positioning

14. Marketing Mix

15. • Downtown, Vancouver
• Through PR
• Word of mouth
• In-store promotion and
branding
• Media – digital, radio, out of
home
• Premium Pricing Strategy
• Coffee based drinks
• Specialty coffee drinks
• Freshly bake goods with
local ingredients
• Gourmet food and
merchandise
Product Price
PlacePromotion

16. Financial Analysis

17. Pro Forma
Cash flow
2016 2017 2018 2019 2020
Cash Sales CAD 500,000 CAD 530,000 CAD 561,800 CAD 595,508 CAD 631,238
Subtotal cash
spent
CAD 508,500 CAD 530,235 CAD 546,216 CAD 562,288 CAD 578,843
Net Cash
Flow
-CAD 8,500 -CAD 235 CAD 15,585 CAD 33,220 CAD 52,396
Cash carry
forward
CAD - -CAD 8,500 -CAD 8,735 CAD 6,850 CAD 40,069
Cash balance -CAD 8,500 -CAD 8,735 CAD 6,850 CAD 40,069 CAD 92,465
Breakeven analysis
• Fixed costs of CAD30,000 per month
• Contribution margin of 65%
• Sales volume of around CAD 46,152 per month to break even.

18. Conclusion
• Favorable Canadian coffee market growing at 11.9%
per annum
• Canada comes in top 5 coffee drinking countries
• Most coffee is consume by income group having
salary of more than $100000
• Trend is moving towards specialty coffee
• Target market comprise of 40% age group and 12.1%
income wise