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Marketing Plan
2012 - 2015
Name: Clarizza Jayawardane Student Number: 12400100 Course: BAMDL Module: Marketing Management

Table of Contents Executive Summary .................................................................................................................................................................. 2 Current Marketing Situation ................................................................................................................................................ 3 SWOT Analysis ............................................................................................................................................................................ 4 Strengths ................................................................................................................................................................................... 4 Weaknesses ............................................................................................................................................................................. 4 Opportunities.......................................................................................................................................................................... 5 Threats ....................................................................................................................................................................................... 5 Objectives and Issues ............................................................................................................................................................... 5 Financial Objective ............................................................................................................................................................... 5 Marketing Objective ............................................................................................................................................................ 5 Marketing Strategy.................................................................................................................................................................... 6 Marketing Mix.............................................................................................................................................................................. 8 Action Programmes .................................................................................................................................................................. 9 Budgets......................................................................................................................................................................................... 11 Marketing Budget .............................................................................................................................................................. 13 Controls ........................................................................................................................................................................................ 14 References .................................................................................................................................................................................. 15

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Executive Summary
The following document is an outline marketing plan for Costa Coffee. The goal of this plan is to achieve sales and profitability growth for the firm. It also aims to communicate a strong brand image of quality and differentiation to its target customers. The main target markets for this marketing plan are Middle to Upper Class who wish to consume high quality speciality coffee and Young students and professionals. The budget will be set £23.5 million which is calculated as a percentage (1%) of the total projected sales. The main media for this plan are Newspaper, in store sales promotions, use of website and social media, events and an...
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