Objectives

“The company’s strategic plan establishes what kinds of businesses the company will operate and its objectives for each. Then, within each business unit, more detailed planning takes place.” (Source: Marketing: An Introduction for Education Management Corporation, page 47) The main objective for The Bean Break would be to bring in a lot of customers into the business and provide a comfortable environment for them to have customers continue to come into the shop. I know that the coffee has to be premium and the smoothies will be from fresh and organic fruits so nothing will be artificial products incorporated into the business. “A market can also be segmented by consumer loyalty. Consumers can be loyal to brands (Tide), stores (Target), and companies (Toyota). Buyers can be divided into groups according to their degree of loyalty.” (Source: Marketing: An Introduction for Education Management Corporation, page 183) In order to have these loyal customers, The Bean Break will, again, have entertainment provided and there will be stamp or punch cards that customers can use to have them come back frequently. How the stamp or punch card works is if the customer buys 9 coffees or smoothies, the 10^th coffee or smoothie would be free up to a certain size that is. Everyone likes free things, but I know by having these stamp or punch cards, it wouldn’t hurt the business very much. The pricing on coffee would be $3.25, 50 cents more for the medium size, and another 50 cents more for the large cup. The pricing with the smoothies will be a little bit more since they will be fresh and organic fruits. The small cup would be $3.50, 50 cents more for the medium, and another 50 cents more for the large smoothie cup. All the beverages will include tax.