David Greig is preparing the marketing portion of a business plan to launch a bo

David Greig is preparing the marketing portion of a business plan to launch a board games cafe called Beyond the Bean. He needs to complete the plan within a week so he can review it with his business partner, Angela Peck. The objective of the marketing plan is to maximize customer visits to the café to ensure the success of the new venture. It needs to include a recommendation for a target market and detailed plans for promotion pricing and product offering. The partners have budgeted $6,000 for promotion to gain exposure and bring customers into the cafe. For this project, you must create a marketing plan based on analysis of information presented in this case. This task will require analysis of the proposed venture’s corporate capabilities and the industry, and an understanding of the relevant customer market segments. You should plan to focus on insights and implications rather than simply the facts of the case. Use your analysis to support your recommendations for pricing, product offering, and a promotional plan. Situation Analysis Provide a comprehensive examination of the marketing aspects of this project. This will identify any overlooked opportunities and problem areas, and provide the rationale and support for a recommended plan of action to launch the venture. Company capabilities – evaluate the internal strengths and weaknesses of Beyond the Bean from a financial, marketing and operations perspective (think about Greig and Peck, and what they offer). What are the implications of this analysis. Context – evaluate the board game and coffee house industries. What are the implications for the proposed venture. Competition – evaluate the strengths and weaknesses of Beyond the Bean’s competition. What are the implications? Does the proposed venture have a sustainable competitive advantage? Customer – review the customer segments and determine which of them should represent the venture’s target market. Support your reasoning. Value Proposition What is the value proposition of Beyond the Bean, and how should it be positioned in the marketplace Is this venture good for consumers (and if so, in what ways) – what problem(s) does it solve. Make sure to consider all of this based on the target market, frame of reference, the point of difference, and reasons to believe. Pricing Evaluate Greig’s pricing plan for table rentals to play board games – should he charge by the hour per table, or charge per person, unlimited time? Perform a break-even analysis based on your chosen pricing plan; does the number of customers required to cover the fixed costs seems reasonable? Provide all calculations and substantiation for your recommendations. Product Would you recommend that Beyond the Bean add alcoholic beverages to its menu? Support your recommendation. Promotional Plan Prepare a detailed promotional plan for Beyond the Bean to ensure maximum exposure and success. Identify the specific messaging to be communicated to customers in your promotions. What advertising and promotional channels/tactics do you recommend to reach your audience. Consider the channels that are highlighted in the case; are there additional channels that you would also recommend? Provide analysis and rationale for all selections. Make sure to keep recommendations within budget. Do not just rehash what is in the case. My expectation is that you will have firm recommendations based on your analysis of and insights from the case data (analysis and insights should be included in the presentation). There must be solid rationale provided for every decision you make. Midterm Deliverables: You are responsible for providing the following: PPT or PDF of the slides from your presentation. Written Executive Summary, not to exceed two pages, highlighting your key recommendations and rationale. Think of this as a “leave behind” for the actual senior-level meeting. It can be single spaced, business format (with headings and bullet points), or written out with 1.5 spacing.