Yang Cheng, Huizhong Li, Meihuizi Liu, Shijia Wu
April 26, 2013
Table of Contents
Background and Mission Statement5
Operation and Set-up6
Target Client and Customers7
Main Products and Services10
Appropriate Advertising Budget13
Sunflower Coffee Shop Analysis16
1. Sunflower Coffee Company’s Background
2. Competitors Companies’ Analysis
1. Mission Statement and Background
3. Target Client and Customers
4. Products and Services
5. Annual Report
3. Sunflower Coffee Shop Analysis
3.1. Questionnaire Analysis
Sunflower company is a theme coffee shop. Target customers of Sunflower are white collars in New York City. The company will start from New York City and then expand to North America. Sunflower provides customers with high quality and diversified coffee and food. A special environment and unique experience are offered to our customers, such as free books, free Wi-Fi and magazines are available to customers. Our group did research on three competitors, Starbucks, Dunkin Donuts and a survey to find our potential customers and markets.
Background and Mission Statement
A report named Starbucks Company Profiled introduces the background of Starbucks (Starbucks, 2012). The company founded in 1971 when it was a single store selling whole bean and ground coffee as well as tea. Today, Starbucks has over 18,000 stores over 60 countries (Starbucks, 2013). According to the company official Web Site, the mission statement of Starbucks is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Para.1).
According to the Company Profile Dunkin’ Brands Group, Dunkin' Donuts is a subsidiary company of Dunkin’ Brands group (Dunkin Donuts, 2011). It provides quick services, serving hot and cold coffee, baked food as well as ice creams. There are 10,000 Dunkin’ Donuts in nearly 60 counties. The mission statement of the company, according to Retail Industry Web Site is to “make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” (Dunkin’ Donuts Mission Statement - 12 Values Behind Quick, Fresh & Delicious , 2013).
Tim Horton’s is from North America. According to the Company Profile Tim Hortons (Tim Hortons, 2012), there are 4,138 Tim Horton’s restaurants around the world. Among them, there are 3,365 in Canada and only 755 in the US. They provide coffee as well as baked food. In addition, it offers hot breakfast (Tim Hortons, 2012). The mission statement of the company, according to its official Web Site is that (Tim Horton’s, 2012), “in partnership with every restaurant owner and team member, is to be the industry leader through commitment to excellence in people, product quality, value, cleanliness, guest service, and community leadership”.
Operation and Set-up
According to the Market Line Report of Starbucks Corporation, Starbucks has 149,000 employees working in 17,000 retail stores in over 55 countries (Starbucks Corporation, 2012). The head office of Starbucks locates Seattle. Moreover, Starbucks has five subsidiaries in various countries, including Japan, Thailand, New Zealand, Australia and Middle East (Starbucks Corporation, 2012). As a multinational company that uses different forms of licensing, “it has 2,334 licensed stores in Asia-Pacific, 862 in the EMEA region and 4,776 across Americas”...