This document summarizes a marketing plan for a proposed coffee shop called Expression Coffee Shop. The shop will be located near IT universities in Hanoi and aims to serve IT students and professionals. The plan outlines the ownership structure, mission, situational analysis including strengths, weaknesses, opportunities, threats and market needs. It discusses targeting the 18-55 age range and setting competitive pricing. The marketing strategy focuses on quality, service, atmosphere and advertising through online, SMS and university channels. Financial projections include break-even point and 5-year sales forecast. Performance will be monitored through revenue, expenses and customer satisfaction metrics.

2. CONTENT
Executive summary
Situational analysis
Marketing strategy
Financial projection
Implementation control

3. EXECUTIVE SUMMARY
Coffee shop for IT is a coffee shop located at HACINCO student vilage in
Nhan Chinh village, Thanh Xuan district, Hanoi favorably locates among
big Universities of the country.
We aim to serve the students of IT that everybody can
work, communication in information technology.
Expression coffee shop serves all type of coffee to provide refreshment.

4. THE DIRECTORS
Legal form of ownership: We have decided to operate this business as a
partnership, with us each specializing in our own areas. This can be
seen as follows:
Le Xuan My Hanh: Technical Support Manager
Duong Manh Tuan: General Manager
Vu Dinh Hung: Finance Manager

5. MISSION STATEMENT
“To provide a friendly community support through customer involvement,
comfortable atmosphere where the customer can receive quality,
service and entertainment at a reasonable price.”

6. SITUATIONAL ANALYSIS
Market SWOT Analysis Key to sucess

7. MARKET NEED
Customer Competitive
Convenience
services pricing
The area of coffee Servicing the customer Expression pricing
shop is convenient with superior attention. scheme will be based
for information Servicing the customer on a competitive
technology customer with superior attention pricing model with
because it is near to is what the employee other similar product
college area. are trained to provide. providers

8. SWOT ANALYSIS
Strength :
• Ensure quality of product
• Focusing on customer IT and preferences
• Pricing policy
• Convenient area
• Friendly environment

9. SWOT ANALYSIS
Weakness :
• Existing competitors
• Limited range of coffee
• Difficult to maintain

10. SWOT ANALYSIS
Opportunity :
• Introduce online/ telephone order system
• Developing new product and services in future
• Books for IT, line network high quality.
Threats :
• Government rules and regulation

11. KEY TO SUCCESS
• Convenience
• Customer attention
• Pricing policy

12. MARKETING STRATEGY
Objectives
Target market
Advertisement

13. GOAL - OBJECTIVES
Goal
Generate monthly sales revenues of 3% of the target market within 18
months of opening.
Objectives
Maintain a high standard of quality and service
Ensure a friendly comfortable atmosphere
Place monthly ads in schools, university.
Retain customer satisfaction

14. TARGET CUSTOMER
• The customer will be between 18 to 55 years old.
• Middle class, students, professionals, and youngsters who like IT

15. ADVERTISEMENT
• Online marketing
• SEO / Google AdWords
• Facebook Fan page
• Forum seeding
• SMS marketing
• Exchange logo

16. MARKETING MIX
Customer
services
Promotion
Pricing

17. FINANCIAL PROJECTION

18. BREAK EVEN POINT

19. FORECASTED SALES FOR FIVE YEAR

20. IMPLEMENTATION CONTROL
The purpose of expression marketing plan is to serve as guide for the
business. The following area will be monitoring to gauge performance:
Revenue: monthly and annual
Expenses : monthly and annual
Customer satisfaction