I would like to propose a marketing plan for opening a coffee shop in the city of Moscow. Over the past two or three years, a coffee shop in Russia managed to grow in a socio-cultural phenomenon: at once there was like a house of cards, the Soviet culture of consumption of coffee.
The drink was no longer just a utilitarian morning stimulant and has a satellite pastime very European style: the windows from floor to ceiling, special atmosphere, soft music, dozens of varieties of coffee. However, besides all this, coffee is a business not only successful, but also has today a huge potential for development.
No special studies and assessments of the market in Moscow stores to date has not been - in the press figure slipped to 10 million dollars, but experts believe that these data should be multiplied by at least two. The most interesting thing that the threshold for entry into this market and now is quite low: in Moscow, a city with more than ten millionth populations, working a little over 100 coffee houses. Specifics of the situation are that the number could double, while you read this magazine: now the market has several network operators, and is constantly expanding its presence in the capital, is also aware of the plans a few more networks to start an active expansion. Reasons for networkers choose this format are clear: it is advertised brand, uniform standards of service, a close range of each institution network, the ability to reduce costs through bulk purchasing and a simpler solution to the problem of recognition of the brand.
Despite the fact that non-network "individuals" to open coffee shops and more difficult in the financial and organizational sense, their share in the capital market is also growing. It has its advantages: any possible error in a "single" coffee can be effectively contained and eliminated, while the network structure.
In this case, its removal might require significant effort and