Marketing Plan: Kitty Kafe, Mission Statement, Plan Objectives, Marketing Audit

Marketing Plan: Kitty Kafe
Name
Course
Instructor
Date
Mission Statement
To provide a casual café experience, where employees take time off and the café will sell bakery products, which also have the option of cuddling kitties. The employees will also have the option of adopting the kitties if they wish, that will have all been immunized.
Since the café is owned by the company all sold products will be affordable, and this will provide jobs to those working there, but the employees will also have the opportunity to volunteer and serve when free.
Plan Objectives
The marketing plan is conceived to serve two purposes helping employees adjust better in the workplace and also increasing sales of the Kafe. The business venture is successful to the extent that it supports social causes to improve productivity. It is expected that the employees will be more motivated working for the company, when the Kafe becomes operational. This is because it will highlight that they are valuable to the company. The employees are also patrons of Kitty Kafe highlighting the dual role of improving the workplace experience in an around the company.
Creating a business plan helps the business owners to offer a guideline, hereby assessing marketing needs helps to determine the viability of the business based on the internal and external environment (Schiraldi & Silva, 2009). Besides providing a guideline for managing the venture the business plan helps to raise funds when requiring external financing (Bewayo, 2010).
Marketing Audit
The marketing analysis will be undertaken with the view of evaluating marketing activities, and will allow the organization to review the company’s marketing position. This will be essential to identifying areas of opportunities to ensure that Kitty Kafe achieves the marketing objectives. The audit is also essential to expansion since environment changes will be considered. The marketing function audit highlights the marketing mix of price, product, place and promotion.
The bakery products will be reasonably priced as they target the company’s employees, and low cost strategies help cafes and restaurants to remain competitive (Best, 2010). The employees will be allowed to come accompanied with guests during weekends. Bakery products will be the most common types of products. Besides bakery products, complimentary drinks will be offered on request. Place is associated with availability of the products at Kitty Kafe. The café is located within the company’s premises, allowing easy access and the patrons do not have to wait in line for long, even when they visit during scheduled times. Promotion will be undertaken through word of mouth where communication highlighting benefits of Kitty Kafe will be highlighted. To attract more employees they will be allowed to adopt the kitties when they show willingness to take care of them.
Market Overview
The market overview highlights how the marketing mix, forecast, and marketing plan will help to achieve the marketing objectives. The quality of bakery products will be high quality to add value to the patrons. The employees will be paying for service, while there is belief that the venture will improve their motivation, and the business venture will be marketed as being necessary for the professional and their personal growth. This supports the need to improve the working condition for the employees to feel at home while being away from home. The option of adopting the kitties further shows the softer side to the organization and the Kitty Kafe will be marketed early on to create awareness. There is recognition that employees may not utilize the facility if they do not see any value visiting the place.
The experience at the facility will project a good working experience at the organization, and through word of mouth to ensure that the employees will visit the place. Offering services in a way that ensures that patrons come again is necessary where both quality control and employee management are considered in the marketing plan as essential components to the marketing function. Since Kitty Kafe mainly serves the company’s employees, there is high completion from other cafes and restaurants within the vicinity who can also serve the customers. Since the competitors mainly seek to expand beyond their current place of operations. The selected strategies of the business will define the competitive landscape, but since these businesses mainly focus on business operations with no option of adopting pets to attract animal lovers, they have to differentiate themselves using other strategies.
SWOT Analyses
SWOT analyses highlight the internal and external factors affect the business environment strengths, weaknesses, opportunities and threats to the business. The SWOT analysis provides a rationale for choosing the marketing strategy, with recommendations made based on the strengths and weaknesses of the internal factors as well as assessing the potential benefits from opportunities while consider risks emanating from the external environment (Ferrell & Hartline, 2012).
Strengths
The marketing department will...