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10. MARKETING PLAN FOR TOLL COFFEE

Business plans focus on controlling expenditure, particularly due to environmental changes (Gilligan & Wilson, 2012). Toll coffee shops offer a unique, friendly atmosphere for families and singles. A marketing plan is developed using SMART goals, clear segmentation, targeting, positioning, and global strategies, analyzed through the 4P framework. Revenue projections and marketing mix recommendations assess the financial implications of proposed activities. Strategic management emphasizes Toll’s competitive advantage: using the highest quality beans sourced globally, ensuring a consistently rich coffee experience in all outlets, and fostering long-term customer relationships.

EXECUTIVE SUMMARY Business plans are mostly concerned with controlling expenditure, largely because of environmental changes (Gilligan & Wilson, 2012). Toll coffee shops provide a unique, friendly atmosphere for families and singles. A credible marketing plan is drawn using SMART business…

Poonam Raheja
September 13, 2024

10. MARKETING PLAN FOR TOLL COFFEE

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