Sys 223 - Group 4: Marketing Analysis and Plan For Sofa Cafepage 1

1.
0 Company Overview
Sofa Café is a business partnership owned by Marion Marcus and Monica
Jasmin Tizon. Marion graduated at Saint Paul’s of Professional Studies with the
degree of Bachelor of Science in Business Management while her partner Monica
took her Bachelor of Science in Nursing degree at Southwestern Cebu University.
They came up the concept for their business when they went to Cebu for
vacation. Marion and Monica were both have the same passion in cooking and
entering a business and because of these they decide to establish a business here
in Tacloban. In choosing a name for their business one of their basis is that they
want their customers to feel at home every time they enter in their cafe just why their
business in titled Sofa Café.
Sofa Café was started on August 16, 2014 can be located at M.H. Del Pilar
St.Tacloban City. During the first year of Sofa Café it’s a bit rough for them due to
SYS 223 – Group 4: Marketing Analysis and Plan for Sofa CafePage 1
unprofitable income and the flow of cash to their business is minimal because they
just fresh in the business world and the people are not familiar with their business.
2.0 Executive Summary
We make this marketing plan to enhance and practice our technical thinking to
the world of marketing and to make an effective marketing plan to Sofa Café to
become one of the strong competitive businesses in the region. We have planned to
make a marketing proposal to Sofa Café which we can see that they have the
potential to be known in the business industry and they have the guts to adapt and
compete in other businesses. It has been operating for almost two years and we
want to develop their marketing concept for which they can obtain additional
customers, expansion of their business and launch of new products.
3.0 Situation Analysis
Sofa Café offer comfortable dining area and serve delicious and unique taste of
foods to their customers. They prioritize the buying power of their customers
especially the student. And Sofa Cafe wants to open many branches around to
region and have a good relationship to their customer.
3.1 Market Summary
Sofa Cafe is a food establishment who offers different varieties of foods. For
example hot coffee, frappe, coolers, iced tea, all day breakfast, meals, platter, rice
bowls, pasta, sandwiches, and desserts. The one most important target market is
the students because they have the biggest population in their location and it can
also help their business to be known it the market and they marketing also the
young adult especially the business people who have the capacity to buy their
product.
3.2 SWOT Analysis
The SWOT Analysis covers strengths, weaknesses, opportunities, and threats of
the Sofa Cafe.
3.2.1 Strengths
● Affordable meal for the student
● Offer new varieties of food
● Reachable by the customers
● Approachable service crew.
3.2.2 Weaknesses
● High competition in coffee business segment
● Small capacity of customers
● No commercial and promotions to the market
● Under established to the society
3.2.3 Opportunities
● Implement market strategy occasionally to increase the active population
of customers
● Customer awareness through advertising
3.2.4 Threats
● Surrounded by strong competitors
● Seasonal customers
● Economic recession
3.3 Competition
One of the biggest competitors of the Sofa Café are the popular food establishment
nationwide who also offer the same menu like Zentea, Belgium Waffle, Black Pearl,
Bos Coffee and also the food establishment around the downtown are like Infinitea,
Juliana, Surprice, Sal’s Restaurant and Pizza Factory.
3.4 Key to Success
● Attract new customers who find the value of Sofa Café in the business industry
● Excellent customer service
● Safety and fast service of orders
● High and healthy quality of food production
● Great products
3.5 Environmental Forces
These are the forces that influence the organization decision making, and affect
the performance and strategies of the business.
3.5.1 Physical Force
● Biodegradable packaging is a key to reducing waste.
● Organic production of products is also on the rise due to consumer
demand for naturally goods
3.5.2 Economic Force
● Interest rates will increase soon
● Hangover from recession still limits discretionary spending
3.5.3 Technological Force
● New inventions, including advanced production techniques to make the
production of foods easier.
● New product development
3.5.4 Social Force
● Health consciousness with the products produce in Café
3.5.5 Political Force
● Pressure to strengthen environmental regulation
● Employment law pressure to increase the minimum wage
4.0 Marketing Strategy
4.0.1 Unique Selling Proposition
The market strategy of Sofa Café is they offer unique style in selling their
menu to the customers. For example are they offer “Merienda All You Can” worth
120.00 only where you can enjoy and taste different foods for merienda.
4.0.2 Distribution Plan
Sofa Café offer delivery service to their customers around the downtown area
only with the minimum 300.00 only. Sofa Café can also distribute their products by
accepting orders and offering catering service for different kinds of event which
can expose their products to the big population of people.
4.1 Vision
Our Vision is to be one of the competitive café, to pursue excellence and creativity
in everything that we do; and to be the employer of choice for hospitality minded
and team-oriented individuals.
4.2 Mission
Our Mission is to provide a unique and relaxing dining experience, similar to
dining at home. We will strive to achieve this goal; by providing menu items
incorporating quality ingredients at reasonable prices, and we will be mindful of the
well-being of our customers and staff treating each and every one with dignity and
respect just like what we feel in our own home.
4.3 Marketing Objectives
● Foods Specials and Sample
o Create a “Food of the Day” special
o Offer free samples of the “Food of the Day” to entice customers
● Social Media
o Add on to Facebook page keep it updated
● Maintain the good quality of our products
● Expand the location to accommodate bigger population of customer
● Maintain the good relationship to the customers
4.4 Financial Objectives
● Minimize and control the expense every month
● Targeting and maintaining 50% increase of profit in the next five years
4.5 Target Market
Sofa Café has a different base of consumers. The concept is particularly suited
to the middle class students from the age of 18-25 yrs. old because they prefer to
the budget meal. As Sofa Café offers sweets, budget meals and the free Wi-Fi
which is the most trends for the consumers. They are also targeting professionals
with P10, 000 to P25, 000 income range monthly. As these consumers are price
conscious and they demand for the good quality of the product. However, the future
goal they want to target big groups of customers like families and peers.
4.6 Positioning
The Sofa Café will position itself as one of the leading market in the business
industry. That offers relaxing dining area to their customers as they want to let their
customers be feeling at home.
● By charging similar prices as the large café – the service and quality of the
product will commensurate with the price
● The Sofa Café is genuinely unique place to gather and meet friends and
enjoy the foods
● Amenities such as free Wi-Fi ad some comfy stuff that can entertain our
customers
4.7 Marketing Mix
4.7.1 Product
Marion Marcus and Monica Jasmin Tizon named “Sofa Café” because
they wanted the café to be a place where everyone can come, relax and feel at
home. Sofa Café offer different varieties of foods for example sandwiches, coffee,
pasta, meals, rice toppings, and shake. The quality of the food is significantly
higher than of its competitors because of the ingredients they use and the
production of foods. The food is healthy and delicious and can be customized to
the customers wants and needs. They also offer foods base in every seasons. For
example, summer they offer halo-halo with chilidog with affordable price and they
also make cupcakes.
4.7.2 Price
Sofa Café products are priced with the common computation use also by
different businesses in the market. Sofa Café is not after on a high profit but they
want to satisfy and valued their customers through their product. The café utilizes
competition based pricing. The café does not utilize coupons and discounts
because they believe that the most valuable customer who appreciate the
products and the service of the café is not influenced by discounts offers and
coupons.
4.7.3 Place
The place of Sofa Café is reachable by the customers but it’s hard for them to
attract new customers because of their business design and small location. We
decided to propose a new design for their business for which it can easily catch
up the attention of the customers.
The existing food establishment the Sofa Café is proposed to redeveloped
and renovated for both exterior & interior characteristics to attract more customers
and promote good feasibility.
The Sofa Café must retain and preserve the original idea of providing food
and service while relaxing or at least being comfortable while dining. The idea
comes from the name itself Sofa Café, in which comfortability and enjoyment is
the main goal. The proposed plan is to renovate both interior and the facade of
the establishment this was done by selecting proper and effective color schemes.
To unite with the idea and to preserve calm ambiance for the customer having
light color for the wall for cool perceptions and vernacular malts. To promote the
culture, selections of furnitures, counters and fixtures follows standard
measurement for comfortability of the user; space planning of the structure also
follows standard spacing. And to avoid internal traffic and to promote proper and
good circulation within the structure.
● Exterior
● Interior
●
● Location
4.7.4 Promotion
Sofa Café promotion is the vital to the success of the new goal. Because ever
amount of money goes into promotion or advertising, there is a limited amount of
people who know that Sofa Café exists. The promotion strategies we want to
implement in Sofa Café are:
● “Food Specials and Sample”. In order for the menus to sell, customers need to
know what types of menu are available. To increase the sales, the café will
create a “Menu of the Day” that will offer different type of menu every day for a
cheaper price than the normal menu been offer of the café. In addition, Sofa Café
will offer free samples of their “Menu of the Day” to the customers who are
curious about the product but do not want to spend money in case they do not
like it. The samples will show customers how delicious the foods they serve and
will entice them to order one and come back for more.
● Sofa Café already has a Facebook page, but it needs to have additions and be
updated. The menu and prices are not included on the page, which is an
important aspect that customers care about when making a decision on where to
eat. The page is also a great way to advertise the foods they serve. The
employees could take pictures of the different foods offered and post them in an
album on the page. They could put posts about the different foods offered and
daily include the “Menu of the Day” on the wall. As well as the daily posts, Sofa
Café can also create advertisement on Facebook to show up on the side of
people’s profiles.
● Giving flyers, flyer for the customer whose not using or active with their social
accounts will also know and aware of what Sofa Café serve and where they can
found it.
● Food Stand, for better exposure to the market and there is a huge population off
customer because people nowadays always go to malls especially teenagers.
5.0 Financials
5.1 Revenue Projections
Our forecast shows the revenue increasing from Php 145,000 in the month of
June to Php 200,000 in the month of December. While in the months of January to
March we have few decrease of revenue. And in the months of April and May it quite
decreases because of short customers due to summer vacation.
5.2 Estimated Yearly Forecast
As stated before, one of our financial objectives is to increase the year

income to 50% for the next five years. The chart below shows that the sales increase
from Php 1,900,000 in the year of 2016 to Php 2,781,790 in the year of 2020.
6.0 Controls
6.1 Marketing Implementation
The following table identify the different activities of Sofa Café. Dates and budgets
are established. The managers are informed of their main programs and they are
on board with implementation.
PERSON IN
TIME
ACTIVITY CHARGE & PURPOSE
FRAME
INVOLVED
To improve the
facilities, to attract
Management and more customers
APRIL 2016 – Renovation of the
Hired Construction and expand the
MAY 2016 establishment
Workers location to
accommodate
more customers.
To inform the
people what are
JUNE 2016 – the products we
Giving of flyers Management
JULY 2016 serve and the new
establishment of
Sofa Café.
Start of The customer will
AUGUST 2016 implementing the Management have choices of
“Menu of the Day” what food to order.
Start to update the
Many people will
Facebook page
SEPTEMBER 2016 Management be aware of the
about the “Menu of
food we serve.
the Day”
To get the
OCTOBER 2016 – attention of the
Giving free taste Management
NOVEMBER 2016 people and gain
more customers.
To expand and
Start operating the increase the
DECEMBER 2016 Management
Food Stand number of
customers.
Launch the best
To attract new
JANUARY 2017 seller product to Management
customers.
the Food Stand
To give new taste
Release different
FEBRUARY 2017- and types of food
kind of food based Management
MARCH 2017 we serve to the
on the trends
customers.
S
F N D
J e O
e A o e
a M A p c
b J J u v c
Activities n a p M t t
r u u g e e
& Task Lead u r r a e o
u n l u m m
Strategies a c i y m b
a e y s b b
r h l b e
r t e e
y e r
y r r
r
Renovation Management
Giving Flyers Management

Implement the
Management
Menu of the Day
Start Update of
Management
Facebook page
Free Taste Management
Start Operating
Management
Food Stand
Launch Product to
Management
the Food Stand
Launching Different
Management
Varieties of Foods
MARKETING BUDGET EXPENSE
VITY 2016 017 2018 2019 2020
vation 60,000 5,000 5,000 5,000 5,000
s 5,000 000 ,000 ,000 ,000
Taste 5,000 0 5,000 0 5,000
Stand 38,000 ,000 8,000 8,000 8,000
Marketing Expense 08,000 6,000 1,000 6,000 1,000
REFERENCES
http://www.entrepreneurmag.co.za/category/advice/marketing/
http://www.fastbusinessplans.com/business-plan-template.html
http://www.fastbusinessplans.com/sample-business-plans.html.
http://www.fastbusinessplans.com/business-plan-guide.html
http://www.bing.com/search?q=marketing+lan&form=IE11TR&src=IE11TR&pc=TNJB
http://www.restaurantmarketing.com/
http://www.entrepreneur.com/article/43018
http://www.bing.com/search?q=marketing+sales+forecast&form=IE11TR&src=IE11TR&pc=TNJB
https://www.mindtools.com/pages/article/newPPM_03.htm
http://marketing.about.com/od/marketingplanandstrategy/a/Marketing-Strategy-Vs-Marketing-Plan.htm
Marketing Management (Knowledge & Skills) Fourth Edition by: J. Paul Peter & James H. Donelly Jr.
Marketing Management (The Millennium Edition) by: Philip Kotler
Principles of Marketing (10th Edition) by Kotler and Armstrong
Marketing (The Core) by Kerin, Hartley, and Rudelius
Marketing Cases by Felix M. Lao, Jr. Ph. D.
APPENDICES
Appendix A
● MARKETING MIX
o Product
o Price
o Place
▪ Exterior
▪ Interior
▪ Location
o Promotion
▪ Flyers
▪ Facebook Page
▪ Food Stand

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1.

Sofa Café is a business partnership owned by Marion Marcus and Monica

degree of Bachelor of Science in Business Management while her partner Monica

took her Bachelor of Science in Nursing degree at Southwestern Cebu University.

business in titled Sofa Café.

2.0 Executive Summary

customers, expansion of their business and launch of new products.

3.0 Situation Analysis

region and have a good relationship to their customer.

3.1 Market Summary

3.2 SWOT Analysis

The SWOT Analysis covers strengths, weaknesses, opportunities, and threats of

the Sofa Cafe.

● Affordable meal for the student

● Offer new varieties of food

● Reachable by the customers

● Approachable service crew.

● High competition in coffee business segment

● Small capacity of customers

● No commercial and promotions to the market

● Implement market strategy occasionally to increase the active population

● Customer awareness through advertising

● Surrounded by strong competitors

Juliana, Surprice, Sal’s Restaurant and Pizza Factory.

● Excellent customer service

● Safety and fast service of orders

● High and healthy quality of food production

3.5 Environmental Forces

the performance and strategies of the business.

3.5.1 Physical Force

● Biodegradable packaging is a key to reducing waste.

● Organic production of products is also on the rise due to consumer

demand for naturally goods

3.5.2 Economic Force

● Hangover from recession still limits discretionary spending

3.5.3 Technological Force

● New inventions, including advanced production techniques to make the

production of foods easier.

● New product development

3.5.4 Social Force

● Health consciousness with the products produce in Café

3.5.5 Political Force

● Pressure to strengthen environmental regulation

● Employment law pressure to increase the minimum wage

4.0 Marketing Strategy

4.0.1 Unique Selling Proposition

can expose their products to the big population of people.

and team-oriented individuals.

Our Mission is to provide a unique and relaxing dining experience, similar to

incorporating quality ingredients at reasonable prices, and we will be mindful of the

respect just like what we feel in our own home.

4.3 Marketing Objectives

● Foods Specials and Sample

o Create a “Food of the Day” special

o Add on to Facebook page keep it updated

● Maintain the good quality of our products

● Expand the location to accommodate bigger population of customer

● Maintain the good relationship to the customers

4.4 Financial Objectives

● Minimize and control the expense every month

4.5 Target Market

customers be feeling at home.

product will commensurate with the price

Principles of Marketing (10th Edition) by Kotler and Armstrong