Zuhaib Ali

 Table of Contents Executive Summary1 The vision of Company2 Objectives of the Business2 Market Analysis2 PEST Analysis3 Political Factors3 Economic Factors3 Sociocultural Factors3 Technological scenario4 SWOT Analysis4 Strengths4 Weaknesses4 Opportunities4 Threats5 4 Ps of the Marketing Mix5 Product5 Place5 Pricing5 Promotion6 Market Competition and Competitors6 Competitive Edge6 Target Market7 Conclusion7 References8 Executive Summary Coffee and Sweets will be the best and most affordable business, specializing in fresh and delicious coffees and sweets for all types of events and presenting their sweets and coffees as delights. The Company will be based in West Dubai. It would be a legally recognized entity with a single owner. The Company will have a management structure in charge of all management-related activities and procedures and recruiting and caring for all staff and customers. The Company aims to reinvent how consumers appreciate the mutual experience by embracing outside-the-box ingenuity in coffee and sweets creations and inspiring consumers to achieve their goals. The goal is to provide the best products and customer service by using high-quality ingredients and innovative processes to create flavor and design unique products. The business will express appreciation to the customers for the opportunity to join them and provide love and enjoyment through the art of coffee making. Throughout the ups and downs of time, the business would develop a reputation for itself. Taste and versatility would be the Company's guiding principles. With the staff's effort, it will become a well-established business that offers the finest, freshest, and most delightful sweets and coffees in the region at a reasonable price. The business team will include a manager who will be taking care of all the operations within the business, six salesmen who'll be taking care of all the customers and visitors. The business will also have an HR professional who will be taking care of all the hiring and recruiting processes with the manager's help. The vision of the Company The vision of a company is its trademark [ CITATION Lor11 \l 1033 ]. The vision of the business is to be the UAE's leading coffee makers and proprietors of fine coffees and fresh sweets by upholding the values of honesty, efficiency, service, and relationships. Objectives of the Business The Company's main purpose or mission is to make fresh, affordable, and delicious sweets and coffee accessible to all customers in the region. The business has set a target to produce the best sweets and coffees to gain a competitive advantage. The firm's mission is to create a professional and relaxing atmosphere for both its employees and customers. A simple version managerial style demands that the target be maximized profit margins on every product. The Company will offer new products to its customers based on their preferences and desires. A strategic goal for the cake-making industry will be to increase customer interaction. The business will improve coffee and sweets products and educate consumers about the proper taste and flavor of coffee and sweets. The Company will take care of the order, reduce errors, and ensure that consumers receive the best services at their doorstep without difficulty. In the world of sweets and coffee, the Company plans to make its coffee and sweets a brand. Market Analysis People in west Dubai who are health-conscious and have specific tastes will be the target market. There is a large market, and most coffee and sweets shops do not cater to it, except for high-fiber beverages and sweets. We'll have fresh and delicious sweets and coffee, compared to our competitors. In this region's modern coffee and sweets market, the Company will thrive. It will compete for a part of its customers with all other hot beverage makers and only sweet shops and deal with other fresh sweets and coffee shops. Since this category is too broad, the Company will limit its research to other sweets and coffee shops. Market analysis is the most significant part of opening a new business [ CITATION Pat121 \l 1033 ]. PEST Analysis Political Factors The political conditions of Dubai are stable almost all of the time. So the political system of Dubai wouldn’t much affect the business. The Company will take pride in its ethical trading products. All of their chocolate coffees and sweets will make them from scratch using high-quality chocolate from Kenya and Uganda. Given that these countries are fragile and have weak economies, political unrest may result in a ban on imports or a tax increase. Political conditions are very important to establish a business [ CITATION HoJ14 \l 1033 ]. Economic Factors One common advantage of the UAE's growing economies is that consumers' incomes are rising [ CITATION Sch13 \l 1033 ]. Consumers would have more cash to spend each year as a result of this. Although this has a significant effect on consumer goods markets, it also significantly impacts the food and beverage industries. When people become wealthier, they can consume tea, coffee, and other high-end drinks. Customers are also more apt to spend money on higher-quality items, such as greater coffee beans, as their incomes rise, which will help the Company. Sociocultural Factors The way people think about health has changed dramatically in the twenty-first century. Making healthier choices is more common than ever, prompting consumers to spend longer exercising, eating better meals, and abstaining from such behaviors. Even though several studies have concluded that coffee is not "detrimental to health," it does contain significant amounts of caffeine. Many people are giving up caffeinated drinks to boost their mood, sleep, and other aspects of their lives. Furthermore, the weather in Dubai is mostly hot and dry [ CITATION Alh16 \l 1033 ]. It could lead to a decrease in coffee demand, but sweets are still in-game. Technological scenario The introduction of modern, coffee-specific equipment is another significant development in the coffee business. Every electronics retailer now sells coffee mixers, drip devices, and espresso devices. These gadgets make drinking coffee simpler than ever before, enabling customers to start stirring at home. It shouldn't affect the overall scale of the coffee industry, but it could lead to more people producing and consuming coffee at home and fewer people drinking coffee in shops and coffee stores. Technological factors are the key components in the modern world [ CITATION Chu12 \l 1033 ]. SWOT Analysis Strengths The business produces both Fair Trade products and materials. The business creates delectable and innovative candy and coffees for customers. Orders placed by customer service would be delivered to customers' homes. The Company is in the best position in the city, with easy access from all directions. The atmosphere in the store is pleasant for customers. It provides a friendly festive experience for children whom adults accompany. Weaknesses The Company is unable to sell its goods to people who have a serious sugar disease. The Company still does not have an internet business where customers can place orders and browse the product selection. Their USP is more applicable to people who have high standards. It could backfire on them. Opportunities There appears to be an increasing social trend that 'up-market groups are opting for instead of traditional coffee shops and sweets outlets' [ CITATION Bor15 \l 1033 ]. Coffee shops, for example, have now introduced cakes to their menus, recognizing this shift in the market. The rising trend in event catering, such as birthdays and big occasions, will benefit the Company, and a cake addition is also a nice portion size to accompany a cappuccino. Threats Although many coffee-specific businesses, such as Starbucks, can compete in the chosen region, there are also many sweets stores. Our walk-in client base will face a significant obstacle. However, the Company should attract customers by providing an eye-catching front of the business and 'craving coffee and sweets images' on the sidewalk. 4 Ps of the Marketing Mix Product Chocolate coffees and sweets are the main products of the business. The quality of the products will be kept perfect and will never be compromised. The Company will use the best ingredients and materials imported from foreign countries to make the best coffee in town. The Company will provide a hygienic workplace for both customers and consumers. It will be made sure that the coffee beans used are the finest ones. Pricing strategy is very significant for any new business [CITATION Sch11 \l 1033 ]. Place As a coffee and sweets shop, the Company will choose the place accessible from all of the directions in West Dubai. The business is being started as a small company initially, but it will expand as it will grow, and then a chain will be started as a brand in different towns of east and north Dubai. Pricing The business will use no strategy for pricing but a simple approach to offer lower prices than the market and other coffee shops. Market penetration, sustainability, and return on capital would be the key targets after the shop's first launch. Meeting these objectives would ultimately result in the Company's performance. Promotion The promotional goals for the shop would be to raise brand awareness, create interest, and a desire for sweets and coffee. The Company will have a social media page where it will regularly share information about its goods and services. The Company will also use billboards and a few other inauguration ads to promote it in the town. Market Competition and Competitors Competition analysis for any new business is the key to understand the market [ CITATION Bor95 \l 1033 ]. The business will open in a populated town where there are many other coffee cafes and chain stores like Starbucks and The Espresso Lab. They are going to give tough competition to the business as they are international brands and recognized worldwide. There are few other coffee shops nearby that will compete with the business. Given the similar companies in the industry, our Company will have few distinguishing characteristics that would render it more appealing than its competitors. Customers seeking major improvements to their sweets and coffees, as well as wellness requirements such as less caffeinated, organic, and naturally sweetened, will be able to meet their needs at the store. Another beneficial aspect of the Company is its central location, which allows it to reach a large market. It will eventually benefit greatly from the comfortable seating area and the cozy lounge for customers to relax while enjoying their tasty coffees with a hint of sweetness. Tourists make up a majority of the shop's target market. Unfortunately, these customers are only available for a portion of the year, resulting in a drop in business for the rest of the year. Another weakness of this Company will most likely be its competition with businesses that have been available for many years. Indigenous people also want to assist local businesses. It could be difficult for the Company to compete with the town's other existing coffee and sweet shops for customers. Competitive Edge The business will offer fresh sweets and coffees at lower prices. The Company would use fine ingredients and materials as compared to other shops in town. The Company will provide a hygienic and very friendly lounge and sitting to the consumers. The business will provide all those products that are in demand of the market. It's important to provide healthy options so that customers don't associate the Company with the latest health and wellness craze. The shop will produce fewer caffeinated and sugar-reduced items to inspire people with health problems to continue visiting our store and trying our products. In the coffee and sweets sector, efficiency is the key to success. Target Market The shop would cater to a broader demographic. Sweets are enjoyed by people of all ages, particularly youth and teenagers, and will thus be presented to the intended audience. This product is not expensive, and as a result, it will be affordable to almost all, regardless of their income level. This business intended audience would include tourists, but many locals would also partake in the delights, especially the coffee in the winter and cool weather. Conclusion Hence, this business plan is quite attractive for a coffee and sweets shop in Dubai, where we have done quite a market analysis. The market is quite affordable and suitable for the business to grow and expand. One of the Company's primary concerns is brand innovation. To measure the effectiveness of the products, the Company will pay careful attention to the revenues of the featured items. Afterward, it will determine how successful each specific flavor is based on the number of revenues of the same item. The business will, of course, survive in the market if the given plan is followed effectively. References Alhammadi, M., Alblooshi, M. H., Petrakopoulou, F., & Dadach, Z. E. (2016). 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