The paper “ Express Coffee - General Analysis and Operational Plan” is a thoughtful version of a case study on business. Express Coffee which is looking towards starting a coffee chain in China is aiming the universities and colleges and looks towards the increasing students’ base. The business model has been designed providing students with different variants of coffee in the shortest possible time. The company has also looked towards having a unique selling proposition where they look to provide customers coffee keeping statistics on the use of coffee of the same brand.
Further, the also look to ensure that the cup is made from specially designed materials. The financial analysis shows that the business will be able to generate profits and achieve break-even over a period of time. The manner in which Express Coffee has looked towards obtaining the finance will ensure that the business will be able to ensure sufficient finance. The different areas like the marketing and the targeted customers reflect the manner in which Express Coffee is looking to serve its customers and will ensure that the business is able to earn profits over a longer period of time. PurposeThe report looks to present the manner the demand for coffee has grown in universities and campuses and looks towards determining a mechanism that will help Express Coffee to establish and develop its business in China.
The report also looks towards identifying the network that the business will look to follow along with a complete description of the financials. It also presents the manner in which the marketing will take place and look forward to highlighting the unique selling proposition and other aspects which will help Express Coffee to ensure that they are able to sell their products to a large customer base. Description of the product/serviceThe new business will use a name call “ Express Coffee” , as this new coffee shop is mainly aimed at the university student, therefore the new coffee shop name is called “ Express Coffee” , as students are busy, and mostly just want to buy a cup of coffee and take it into class and drink, so it is very important that to deliver the goods on time for this business (Korey, 2006).
Beside this, “ Express Coffee” also have a new idea, it’ s to mark down how many times does the consumer has been drinking the coffee into their cup, for example, a customers come in and want to get a cup of latte, the staff will make a coffee and after that the staff will write down a number like 3 or 4 times on the cup, so it will show that to customers how many times did they drink the coffee per day or per week.
Background The business is looking towards ensuring that they are able to manage their financials properly so that the business doesn’ t get into a financial problem. Further, the company has also looked towards developing a marketing plan by understanding the external environment and looks towards presenting a mechanism through which the business will be able to perform better over a long period of time.