Marketing Strategy - Coffe Shop CTeaShoe

1.0 Executive Summary

CTeaShoe is a shoe store in Bucharest, situated on Calea Victoriei Street, number 136. CTeaShoe represents a total innovation, as it is a shoe store, but at the same time, a coffee and tea house. This idea, partly revealed by the name of the store, is meant to attract the customers, who are always opened to this kind of inedited ideas.

CTeaShoe will have an unmatched, extensive selection of different shoes. Generally, the size of CTeaShoe 's selection is cost prohibitive due to all the different sizes that must be stocked per style. CTeaShoe has a unique business model that allows them to have an extensive selection at the cost of only stocking one size per style. This is accomplished through a special relationship with the wholesaler so CTeaShoe can receive a customer's needed size within two days. Rush overnight shipping is available at additional cost. While some people might not like a store where shoes cannot be tried out before purchasing/ordering, our shoes are different. When it comes to trendy, nice looking shoes, aesthetics are prioritized more than fit.

The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the CTeaShoe business plan a reality in the year 2007.

CTeaShoe, unlike a typical shoe store, provides a unique place that allows our customers to efficiently use their time, because as we all know, time is money. CTeaShoe is the answer to an increasing demand. The public wants:

(1) quality products

(2) attractive prices

(3) a place to socialize and share these experiences with friends and colleagues.

Marketing will play a vital role in the success of CTeaShoe. CTeaShoe must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertising. Marketing efforts are just beginning by the time a potential customer enters CTeaShoe for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer satisfaction.

Our target markets include:

- Teenagers

- Students from all across Bucharest

- People from the local business centers and professional buildings.

- Seniors

2.0 Situation Analysis

CTeaShoe just opened its doors for business a little over a month ago. A comprehensive marketing plan is required to reach profitability and ensure future success. Passion Soles offers an unprecedented selection of current fashions.

Business is good, and customers have been impressed with our offerings, but we need to focus our efforts on implementing the strategies, programs, and tactics outlined in the original business plan.

Differentiating ourselves from other more traditional shoe stores, has given us the ability to effectively compete on the beverage and pastry side of the business with the already entrenched competition. Sales are brisk and in-line with projections.

The local community is rapidly accepting the shoe-selling services side of the business. Memberships are meeting the projections outlined in the business plan, and sales of our services are meeting the goals forecast.

Teenagers enjoy the innovative ideas regarding our shoe models, students fully take advantage of their adjustments by using their BCR discount cards, business people who come to us looking for elegant and sophisticated, sometimes even for unique models, created by our personal designer. And last, but not least, the seniors who seek comfortable high quality shoes, at accessible prices.

2.1 Market Summary

CTeaShoe has captured good information regarding their market and knows a great deal about the common attributes of the most prized customers. Passion Soles will leverage this information to better understand who should be served, their specific needs, and how CTeaShoe can better communicate with them.

CTeaShoe is faced with the exciting opportunity of being the first-mover in bringing a new perspective for shoe selling. The consistent popularity of coffee and tea, combined with the growing interest in the new trends in shoe fashion, has been proven to be a winning concept in other markets and will produce the same results here.

All four target markets for the CTeaShoe service are growing at a relatively fast pace. We're faced with a large number of potential customers, and we're offering a needed service.