Cafe Nero Marketing Plan

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Contents

Introduction…………………………………………………………………………………Page 3

Overview……………………………………………………………………………………Page 4

Marketing Audit…………………………………………………………………………….Page 5

PEST Analysis………………………………………………………………………Page 5

Market Analysis……………………………………………………………………..Page 8

Micro Environment ………………………………………...………………………Page 10

Internal Analysis…………………………………………………………………....Page 12

SWOT Analysis..…………...………………………………………………………………Page 13

Assumptions…………………………………………………………………………….…..Page 14

Marketing Objectives………………………………………………………………….……Page 15

Strategy Choices…………………………………………………………………….……...Page 16

Marketing Strategies………………………………………………………………………..Page 17

Places……………………………………………………………………………….Page 17

Products…………………………………………………………………………….Page 18

Prices………………………………………………………………………………..Page 18

Promotion……………………………………………………………………….…..Page 19

Control & Evaluation…………………………………………………………………….…Page 20

Expansion …….…………………………………………………………………….Page 20

Success of new products and targeting operations……………….…………………Page 20

Brand awareness…………………………………………………………………....Page 21

Introduction to International Expansion……………………………………………………Page 22

Which Country.......................................................................................................................Page 22

How to Enter..........................................................................................................................Page 23

What Marketing Strategies………...……………………………………………………….Page 23

References & Bibliography..………………………………………………………….…….Page 24

Appendixes………………………………………………………………...………….……Page 25

Introduction

This marketing plan analyses the key success factors of the company and our current market position in order to set the next market objectives and plans a one year plan strategy to reach those objectives. In the second part, this marketing plan outlines the issues that need to be considered to implement Caffé Nero overseas by analysing of international marketing of the company.

Caffé Nero Group Plc

Caffé Nero Group Plc was founded 1977 and currently owns 290 stores from Brighton to Glasgow with £90,7 million as turnover. We provide Italian coffee in European style coffee houses. Our philosophy consists on serving the best quality coffees and food in a friendly way in a pleasant atmosphere.

Corporate Objectives

• Increase our market share in UK in order to be the leader.

• Starting international expansion in the Western Europe

1. Overview

1.1 Market segmentation

The coffee shop market in UK is estimated at £540 million in 2006 and had increased by 109% between 1999 and 2004 (Mintel, 2005). This market has emerged in 1990. It is dominated by single-site and independent coffee stores which account for 35% in terms of outlets numbers. However, branded coffee shop companies have grown significantly. In 2004, the top four branded coffee shops, which include Starbucks, Costa, Caffé Nero and Puccino’s, accounted for 23% of the whole market and were expected to keep expanding (Mintel, 2005) (Figure 1). Caffè Nero Group Plc is the last entrance between the top fives competitors in the UK coffee shop’s market. We currently own 290 stores with a turnover of £90,7 million. This is due to an aggressive expansion strategy that we have conducted from 1999. Indeed, we were ranked 20th on the annual listing that gather rapidly growing European companies in the 2004 and 2005 Europe's 500. Figure 2 shows how the market shares were split between the top five competitors in 2004.

2. Marketing Audit

This section shows external and internal factors that characterize the coffee shop market. It is essential to determine them in order to have a better understanding of the market characteristics.

2.1 PEST Analysis
Political & Legal Environment

Fair trade coffee is becoming an important issue in UK since Starbuck introduced it...
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