This
paper covers all the aspects of developing a
business, called "The Dark Side Coffee Shop" to cater to the
needs of students at Denver University. The paper examines everything related to the start-up of the business, including
competition,
market analysis and profitability. Table of Contents: Executive Summary Legal Structure and Ownership Mission Statement Industry Competition Direct Competition Indirect Competition Target Market Needs, Wants and Motives Strengths Weaknesses Opportunities Threats Demand Analysis Anticipated Sales Objectives and Goals Logistics Pricing Strategy Marketing Communications Image Marketing Message Packaging Advertising Advertising Media Promotion Publicity Activities and Public Relations Customer Relations and Customer Service Personal Selling Conclusion