The Career Portfolio Workbook

Peter Evans: Getting That First Job After Graduating from School 203

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First page of a marketing plan I did for my Strategic Marketing Course

Marketing Plan:I.Java café, an Internet café

1.0 Executive Summary

The goal of the I.Java cafémarketing plan is to outline the strategies, tactics, and programs that

will make the sales goals outlined in the I.Java cafébusiness plan a reality in the year 2002.

I.Java café, unlike a classic café, provides a distinctive forum for communication and entertainment

through the use of the Internet.I.Java caféis the answer to a growing demand. The public wants:1.

access to the Internet, and 2.a place to socialize with friends and colleagues.

Marketing will play an essential role in the success of I.Java café.I.Java cafémust build a brand

around the services it offers by heavily promoting itself through local radio and print advertising.

Although our marketing programs are just beginning, a strong emphasis will be put on keeping

customers and building brand loyalty through various programs focusing on customers, staff, and

experience.

Our targeted markets include:

1. Students from nearby colleges.


2. Businesspeople from the downtown business centers and professional buildings.


3. Senior Centers

2.0 Situation Analysis

I.Java caféopened its doors a little over two months ago. Business is steady, and customers have

been impressed with our setup and uniqueness, however, we need to focus our attention on

implementing the strategies and tactics outlined in our original business plan.

Differentiating ourselves from the more traditional café has given us the ability to successfully

compete with the doughnut and coffee side of the business. Sales are in line with projections.

The target markets are rapidly accepting the Internet services side of the business. Club

memberships are exceeding the projections outlined in the business plan. College students tend to

gather for late-night sessions, nearby seniors from the center are getting a glimpse of what the

Internet has to offer, and local businesspeople continuously stop by for a quick lunch and an email

check....

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