MNE3701
ASSIGNMENT 1 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 25 MARCH 2025
, MNE3701
Assignment 1 Semester 1 2025
Unique Number:
Due Date: 25 March 2025
Entrepreneurship and Small Business Management
Table of Contents
1. Executive Summary .................................................................................................. 2
2. Industry, Target Customer, and Competitor Analysis ........................................... 2
Industry Overview ...................................................................................................... 2
Target Customer Analysis ......................................................................................... 3
Competitor Analysis .................................................................................................. 5
3. Description of the Company .................................................................................... 6
4. Product/Service Plan ................................................................................................ 8
4.1 Core Product: Freshly Brewed Coffee ............................................................... 8
4.2 Complementary Products ................................................................................... 9
4.3 Service Approach: Fast & Convenient ............................................................. 10
4.4 Competitive Advantage ..................................................................................... 10
5. Marketing Plan ......................................................................................................... 11
5.1 Target Market and Positioning .......................................................................... 11
5.2 Marketing Mix (Product, Price, Place, Promotion) .......................................... 13
5.3 Marketing Budget and Timeline ........................................................................ 15
, 1. Executive Summary
Starting a business is exciting but often comes with financial challenges. Brew On
Wheels is a mobile coffee business designed to bring high-quality, freshly brewed
coffee to busy professionals, students, and commuters who don’t have the time to stop
at a café.
With the growing coffee culture in South Africa and the increasing demand for
convenient, on-the-go options, this business taps into a lucrative market. Unlike
traditional coffee shops, Brew On Wheels eliminates long wait times and location
constraints by bringing coffee directly to the customer.
Our business model is built on mobility, affordability, and top-tier customer service. With
a carefully planned marketing strategy, strong supplier partnerships, and a commitment
to quality, Brew On Wheels is set to become a profitable and scalable business. By
investing in this venture, investors will be supporting an innovative solution that meets
modern consumer needs while ensuring long-term financial returns.
2. Industry, Target Customer, and Competitor Analysis
Industry Overview
The coffee industry is one of the fastest-growing sectors worldwide, and South Africa is
no exception. Over the past decade, the demand for high-quality coffee has surged as
consumers become more interested in specialty brews, artisanal coffee, and convenient
access to their daily caffeine fix. The industry has evolved beyond just traditional sit-
down coffee shops, with new trends such as coffee trucks, mobile coffee stands, and
on-the-go coffee services gaining popularity.
Market Trends:
1. Growing Coffee Culture: South Africa has seen a rise in coffee appreciation,
with more people choosing premium blends over instant coffee. Consumers are
ASSIGNMENT 1 SEMESTER 1 2025
UNIQUE NO.
DUE DATE: 25 MARCH 2025
, MNE3701
Assignment 1 Semester 1 2025
Unique Number:
Due Date: 25 March 2025
Entrepreneurship and Small Business Management
Table of Contents
1. Executive Summary .................................................................................................. 2
2. Industry, Target Customer, and Competitor Analysis ........................................... 2
Industry Overview ...................................................................................................... 2
Target Customer Analysis ......................................................................................... 3
Competitor Analysis .................................................................................................. 5
3. Description of the Company .................................................................................... 6
4. Product/Service Plan ................................................................................................ 8
4.1 Core Product: Freshly Brewed Coffee ............................................................... 8
4.2 Complementary Products ................................................................................... 9
4.3 Service Approach: Fast & Convenient ............................................................. 10
4.4 Competitive Advantage ..................................................................................... 10
5. Marketing Plan ......................................................................................................... 11
5.1 Target Market and Positioning .......................................................................... 11
5.2 Marketing Mix (Product, Price, Place, Promotion) .......................................... 13
5.3 Marketing Budget and Timeline ........................................................................ 15
, 1. Executive Summary
Starting a business is exciting but often comes with financial challenges. Brew On
Wheels is a mobile coffee business designed to bring high-quality, freshly brewed
coffee to busy professionals, students, and commuters who don’t have the time to stop
at a café.
With the growing coffee culture in South Africa and the increasing demand for
convenient, on-the-go options, this business taps into a lucrative market. Unlike
traditional coffee shops, Brew On Wheels eliminates long wait times and location
constraints by bringing coffee directly to the customer.
Our business model is built on mobility, affordability, and top-tier customer service. With
a carefully planned marketing strategy, strong supplier partnerships, and a commitment
to quality, Brew On Wheels is set to become a profitable and scalable business. By
investing in this venture, investors will be supporting an innovative solution that meets
modern consumer needs while ensuring long-term financial returns.
2. Industry, Target Customer, and Competitor Analysis
Industry Overview
The coffee industry is one of the fastest-growing sectors worldwide, and South Africa is
no exception. Over the past decade, the demand for high-quality coffee has surged as
consumers become more interested in specialty brews, artisanal coffee, and convenient
access to their daily caffeine fix. The industry has evolved beyond just traditional sit-
down coffee shops, with new trends such as coffee trucks, mobile coffee stands, and
on-the-go coffee services gaining popularity.
Market Trends:
1. Growing Coffee Culture: South Africa has seen a rise in coffee appreciation,
with more people choosing premium blends over instant coffee. Consumers are
