Globa L Marketing Project

Global Marketing Project
FLOCAFE

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Table of Contents

1. INTRODUCTION

2. MARKETING RESEARCH

3. SITUATION ANALYSIS
      3.1 Internal Analysis
      3.2 The Product Life Cycle
      3.3 External Analysis
      3.4 Porters Power Forces
      3.5 Target Market
      3.6 Market Demographics
      3.7 Market Needs
      3.8 Market Trends
      3.9 S.W.O.T. Analysis
4. OBJECTIVES

5. FLOCAFÉ MARKETING STRATEGIES
5.1 Boston Consulting Group Matrix
      5.2 Ansoff’s Product/Market Expansion Grid
      5.3 Generic Strategies
      5.4 Segmenting
      5.5 Targeting
      5.6 Positioning
      5.7 Branding
      5.8 Adaptation Vs Standardization
6. FLOCAFE MARKETING TACTICS

MARKETING MIX
      6.1 Product
      6.2 Price
      6.3 Place
      6.4 Promotion
      6.5 People
      6.6 Physical evidence
      6.7 Process Management
7. ACTION

8. CONTROL

9. CONCLUSION
1. INTRODUCTION

Flocafé is a Greek franchise coffee house chain and belongs to Vivartia and the largest within Greece established in 1994.   It opened its first outlet in Athens in 1994 and now operates over 70 coffee houses in Greece, Cyprus and on several cruise ships. It offers high quality coffees through their sophisticated and well organized shops. It started operations in Cyprus 5 years ago with their first shop in Nicosia at Stasicratus Street another in Ledras and Limassol at the Sea Front. It is not just a place to drink coffee but they offer a place where a customer can go away from reality and express their feelings.

2. MARKETING RESEARCH
Primary data are collected from a questionnaire using closed ended questions. Data analysis methods used include frequency distributions, factor analysis and regression analysis. (Drousiotis A and Austin J, 2007)
The qualitative approach to research is not concerned with this sort of statistical analysis. It involves gathering a great deal of information about a small number of people or... [continues]

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