Strategic�Management�Plan & Design Pegs
Structcafe: Strategy, Concept & Design
STRUCTCAFE
08/07/24
Contents
Executive Summary | SWOT & TWOS |
Case Abstract | Editable presentation theme |
Vision & Mission | Strategy Breakdowns |
Internal Audit & External Audit | Design Pitch |
Case abstract
StructMoto Cafe is a 2 year old cafe that is a subsidiary of StructMoto, which primarily focuses on selling high class motorcycle apparel for motorcycle enthusiasts. The cafe began by being a complimentary space that elevated the store experience when purchasing clothing items, and now seeks to expand as an individual entirely. The cafe is now challenged by the lack of visibility with only a few customers visiting the cafe, as well as being hidden by competitors especially in a quite low street traffic.
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Vision
StructMoto Cafe envisions redefining the local coffee experience. By curating unique blends for adventurous palates, to creating a haven for coffee enthusiasts to connect and find comfort.
Proposed
Mission
StructMoto Cafe ignites a passion for coffee with our unique blends, meticulously sourced from around the globe. We cultivate a vibrant community of coffee lovers, where every cup is a journey of discovery. We prioritize ethical sourcing and sustainable practices, fostering a positive impact for our employees and the world we ride in.
Proposed
Digital Marketing Strategy
This strategy focuses on increasing visibility by launching new social media accounts on Instagram, TikTok, and Facebook, and updating Google Maps with appealing visuals, which will boost StructCafe’s online presence. Utilizing content marketing strategies and trending hashtags will help reach a broader audience and generate buzz. Ensuring consistent review boosts for the cafe to add on its reliability and opening possibilities for collaborations with content creators.
Objectives
3
Enhance online visibility through engaging content to increase appeal and strengthen brand awareness within the community.
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2
4
Launch several social media platforms
Collaborate with niche community content creators to amplify the cafe's visibility.
Increase online reviews, enhancing the cafe's reliability and authenticity.
Market Landscape
According to Chan (2024), TikTok is widely popular in the Philippines with over 49.09 million active users, making up about 41% of the population. It ranks among the country's top 8 most visited websites, with Instagram at 6th place, Facebook at 2nd, and Google at 1st. Many Filipinos use TikTok to discover new brands, with 56% saying ads on the platform effectively introduce them to new products and services. TikTok is also expanding its educational content, attracting more students who use it to improve their research skills. These gaps and direction indicate a position for StructCafe in using it for promotional purposes, aiding to influence cafe venue decisions as well as informing the market of their unique products and services.
�Additionally, TikTok reaches 34.7% of male users and 65.3% of female users in the Philippines, showing a stronger impact on female users. The concern for female users being less present in a manly themed cafe can be directed with this expansion.
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Tiktok
Market Landscape
According to Napoleon Cat (2024), Instagram usage in the Philippines in 2024 totals over 22.43 million users, representing 19% of the population. The platform has a stronger influence on women, with 61.2% of users being female compared to 38.8% male. The majority of active users fall within the 18-24 age group, making Instagram particularly relevant to StructCafe's target market among working professionals.
Plan of Action
| Steps of Implementation | Duration | Resources | Person/s Involved | |
1 | Solidify Brand Identity and Target Market | 1-2 days | Pegs, Mockups | Marketing Intern | To foresee market demand through online research. |
2 | Social Media Accounts Setup (Tiktok and Instagram) | 1-2 days | Social Media Accounts and Handles | Marketing Intern & Stakeholders | To discuss budgets and feasibility of the extended cafe hours. |
3 | Prepare and Schedule Contents for Posting | On-going | Google Calendar, Algorithm Analysis | Marketing Intern & Graphic Designer | To update the online information available for the market to see. |
4 | Engagement and Community Building | On- going | Social Media accounts, Google reviews | Marketing Intern | To actually adjust cafe hours for the staff and spread the new store availability through social media accounts. |
5 | Trends Analysis and Monitoring of Audience Reach | On- going | Social Media Accounts, QR Surveys� | Cafe Staff, Marketing Intern | To analyze the progress of an updated operation hours. |
Figure 4.2.1 Competitive Landscape Operation Hours
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Enhanced
Having a designated hours of opening and closing would aid in consumer perception, making it easier for them to comprehend a cafe when being consistent on their store hours. Aiding in the process of being a “go-to” cafe.
Enhanced store-hour operations strategy
Objectives
Enhance Consumer Perception:
Improve how consumers perceive the cafe by demonstrating reliability and consistency in its operating hours.
1
2
Increase Customer Loyalty and foot traffic: Foster customer loyalty by providing a predictable and convenient experience through consistent hours of operation.
Competitive Landscape
CAFE | DAYS OPEN | STORE HOURS | STREET |
| Wed - Fri Sat - Sun | 1 PM - 7 PM 8 AM - 5 PM | Samat St. |
| Daily | 6 AM - 12 MN | Banawe St. |
| Daily | 7 AM - 12 MN | Banawe St. |
| Daily | 9 AM - 11 PM | Banawe St. |
| Daily | 9 AM - 9 PM | Banawe St. |
| Daily | 7 AM - 1 AM | D. Tuzaon St. (Adjacent) |
| Mon – Thurs, Fri - Sat | 10 AM - 9 PM �3 PM - 9 PM | D. Tuzaon St. |
Figure 4.2.1 Competitive Landscape Operation Hours
Competitive Landscape
CAFE | DAYS OPEN | STORE HOURS | STREET |
| Daily | 7 AM - 9 PM | D. Tuzaon St. |
| Daily | 9 AM - 9 PM | D. Tuzaon St. |
| Daily | 7:30 AM - 10:30 PM | Sto. Domingo Ave. |
| Daily | 10 AM - 9 PM | Sto. Domingo Ave. |
| Daily | 10 AM - 11 PM | Sto. Domingo Ave. (Adjacent) |
Figure 4.2.1 Competitive Landscape Operation Hours
�On average, competitors typically open between 6 AM and 10 AM, with closing times ranging from 9 PM to12 MN, in exemption to The Cabean Café also pursuing a non-daily schedule. These cafes are situated along three main roads near Struct Cafe: Banawe Street, Sto. Domingo Avenue, and D. Tuazon Street, or are positioned adjacent to these main roads.
�Regarding competitiveness, we recommend that StructCafe consider extending its operating hours, ideally closing between 10 PM and 12 MN, particularly when positioning itself as a cafe suitable for work purposes for late hours.
Plan of Action
� | Steps of Implementation | Duration | Resources | Person/s Involved |
1 | Assess Market Demand | 1-2 days | Online Information from Competitors and Population Present | Marketing Intern |
2 | Review Operational Feasibility | 1-3 days | Financial Budget, Staffing Considerations | Marketing Intern & Stakeholders |
3 | Update Store-Hour Informations | 1-3 days | Google Accounts, Social Media Accounts | Marketing Intern & Graphic Designer |
4 | Implementation | 1 week | New Staff Schedule, Social Media Accounts | Stakeholders, Cafe Staff |
5 | Monitor and Assess Progress | On- Going | Google Reviews and QR Counter Displays | Cafe Staff, Marketing Intern |
Figure 4.3.1 Plan of Action for Updated Operational Hours
This plan would require a preparation in a minimum of a week’s length planning towards implementation. Beginning by market assessments through the tasks of the marketing intern, as well as operational meetings with the stakeholders, and implementation through updates online information updates as well as implementation and making the market known.
Cafe Development Strategy
This strategy involves utilizing the second floor of StructCafe as an event room designed for hosting meetings and conferences for organizations. This strategy would identify as an extension of services for a coffee shop to a working space which can create a new unique selling point.
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Objectives
Expand Service Offering:
Introduce the second floor as a dedicated event room to diversify services beyond traditional coffee shop offerings.
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Enhance Revenue Streams: Generate additional income through event bookings and facility rentals, maximizing the use of available space.
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Differentiate from Competitors:
Establish a unique selling proposition by offering a versatile space that combines coffee shop ambiance with professional event facilities.
Competitive landscape
CAFE | LOCATION | PRICE | SERVICE DESCRIPTION | PACKAGES | BOOKING PROCESS |
| Kamias Road, Quezon City | ₱700 per/hour | Cave Room for
| Unli Netflix, Unli Disney+, Unli Youtube | Call & Text Phone, Ask Barista or Cashier |
� | Dapitan St., Sampaloc, Manila | ₱450 (1st hour, +₱200 another hour) | Conference Room Inclusions:
| � | Facebook Book |
Figure 4.3.1 Plan of Action for Updated Operational Hours
Considering the cafes adjacent to and near StructCafe, none currently offer booking services like this, therefore providing a compelling position. When comparing prices, similar cafes or conference booking room services in other Metro Manila locations provide these services at the following rates.
Competitive Landscape
�Moreover, online agent platforms like Regus.com seek nearby meeting rooms available for booking. Prices vary from ₱600 to ₱1000 depending on the venue's location and seating capacity. With additional services such as coffee and tea priced for add-ons.
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Figure 5.2.2 Documentation of Regus Platform Prices
Plan of Action
� | Steps of Implementation | Duration | Resources | Person/s Involved | � |
1 | Market Research and Defining Target Audience | 1-2 days | Online Information from Competitors and Population Present | Marketing Intern | To foresee market demand through online research of the competitive landscape. |
2 | Design and Renovation | 1 week | Financial Budget, Designing Items | Stakeholders, and Staff | To discuss budgets and redesigning of the room. |
3 | Set Pricing and Packages | 1-2 days | Financial Budget and Pricing Options | Marketing Intern and Stakeholders | To decide pricing strategies and packages of the booking service. |
4 | Marketing & Promotion | 3-5 days | Social Media Accounts, Posters | Marketing Intern and Graphic Designer | To promote the new service to the market using social media. |
5 | Staff Training and Operations | 1-3 days | Infographics to Display | Staff Cafe | To prepare the staff for booking and inquiries. |
Figure 4.3.1 Plan of Action for Updated Operational Hours
The title will be Serif typeface
The sub title or body will be sans serif
Proposed 1
take a time
with some coffee
drinking coffee in afternoon making you more happy
Font:
Mark Pro
EXAMPLE
The title will be Sans serif bold typeface
The sub title or body will be serif also but regular font
Proposed 2
take a time
with some coffee
drinking coffee in afternoon making you more happy
EXAMPLE
Font:
Mark Pro font family
Proposed Menu style
The menu will have its own respective cropped images of the drinks and grubs
The menu has illustrative drinks or either the actual images of the drinks
Using the new photographed photos Utilizing it on story and posts
PEGS
Proposed vibe of the Instagram feed capturing the elegant and minimalism
The feed will include post fillers, product posts with minimalist text, and promotional content.
Instagram Reels will showcase a calm and cozy vibe, focusing on visual storytelling. There will be four videos in one frame, each playing simultaneously.
For Instagram Reels
Instagram Reels will showcase a calm and cozy vibe, focusing on visual storytelling. There will be 3-4 videos in one frame, each playing simultaneously.
List of promos
- Conference room rental: Making promotional poster and social media content
��Distributions�- Coffee Carts for events and conventions
Type of Promo | Event | Purpose |
|
| Set up mobile coffee carts at weddings, birthday parties, corporate events, or community festivals. Offer a range of drinks and promote Structcafe as a catering option for future events. |
Free Taste : Guerilla Marketing | To introduce the brand within the local area and attract visitors to the store. | |
| Campus event | Events like "Tatak Tamaraw" or sports competitions. Provide free coffee samples or sell drinks at a discounted rate during the event. |
Organization Collaboration | Every member of the organization or club can receive a 10% discount on drinks. | |
| Available by reservation | The conference room is available for rent, providing a professional space ideal for business meetings, workshops, and other events. This venue is actively promoted to meet a range of organizational needs, offering a conducive environment for productive gatherings. |
| Structcafe (duration: 2-3 months) | Every customer will receive a loyalty card featuring 13 circles. For every purchase, a circle gets stamped, and on the 7th and 13th orders, the customer receives a free drink. This program encourages repeat visits and rewards customers for their loyalty, making it even more enticing to grab a coffee. |
These will be posted in the vicinity
Content Ideas
Key take note: posting on Instagram shouldn’t solely focus on product itself, but post filler of the place, environment, things and behind the scene of the making
Products in frame | Content | Media type |
| Explore the world of matcha with our delicious lineup: Dirty Matcha, Strawberry Matcha, and Matcha Latte. Which one will be your new favorite? 🌱 #MatchaMadness #Structcafe | Instagram: Story and Post, |
| A symphony of espresso and cream, delicately crafted. | |
| Experience the sparkling refreshment with our Honey Peach and Lychee Soda. A graceful balance of sweet and subtle, crafted for connoisseurs. 🍈🍯 | Instagram story and post |