Marketing Project

Only available on StudyMode
  • Download(s) : 29
  • Published : May 29, 2013
Open Document
Text Preview
*

Table of Contents

Executive Summaryi
PART A1
1.0Industry Background1
1.1 Size1
1.2 Growth1
1.3Current Trends/Developments Affecting the Promotion Program1
2.0 Macro environment Factors and Issues2
2.1 Demographic2
2.2Political2
2.3Eonomic2
2.4Social- cultural2
2.5Technological3
2.6Legal3
3.0Company Snapshot3
3.1Brief Sketch3
3.2Place in the Industry4
3.3Business Philosophy4
3.4Mission4
3.5Product Line4
3.6Sales History4
4.0 Target Markets5
4.1Market Shares5
5.0Positioning5
6.0Situational Analysis5
6.1Price5
6.2Product5
6.3Promotion6
6.4Place6
6.0SWOT Analysis6
6.1Strengths6
6.2Weakness7
6.3Opportunities7
6.4Threats7
7.0Brand Review7
7.1Key Benefits8
7.2Brand Image8
7.3Positioning8
7.4 Perceptual Map8
PART B10
RECOMMENDATIONS10
Executive Summary10
1.0Current Situation Analysis10
1.1Political10
1.2Economical11
1.3 SocialS11
1.4 Technological11
2.0 SWOT for Local Market12
2.1Strengths12
2.2Weaknesses12
2.3Opportunities12
2.4Threats13
3.0Competitive Environment13
3.0Supplier Power13
3.2Buyer Power14
3.3Entry Barriers14
3,4Threat of Substitutes14
3.5Degree of Rivalry14
4.0Goals14
5.0Marketing Objectives15
6.0 Marketing Strategy15
6.1Distribution15
6.2Pricing15
6.3Product16
6.4Promotion16
6.5Place16
7.0Recommendations and Conclusion17
Appendix AI
Appendix BII
Appendix CV
Appendix DVI
Appendix EVII
Appendix FVIII
Appendix G11
REFERENCES13

Executive Summary
McCafe which is a subsidiary of McDonald’s is a coffee-house styled food and drink chain which offers a line of special drinks. McDonald’s returned to Trinidad just recently in 2011, when Arcos Dorados, the largest operator of McDonald’s restaurants in Latin America and Caribbean , and the world’s largest McDonald’s franchisee decided to invest in Trinidad. Thou McDonald’s was in Trinidad before from 1997 to 2003, but left when sales declined, that was under a different franchisee, and they didn’t have the McCafe line. McCafe in Trinidad is at its introductory stage and will implement use of an intensive distribution as they are still acquiring outlets nationwide. McDonald’s McCafe is known for its customer experience at its outlets and for providing high quality food and service in a clean welcoming environment at great value for their customers. The targeted market for Mcdonald’s Mccafe is vast as they offer products for every demographic. On re-entry into the market a push strategy was implemented with the use of television ads, facebook page and newspapers. The company ensured staff are well trained and educated about the products and the service they are required to offer to ensure that it is on par with the company's vision, they especially sent a lot of the senior staff for foreign training. McCafe has a unique advantage in that the parent company has a reputable name and can piggyback off the customer base of McDonalds as they cater for all. McCafe can penetrate the market if resources are utilized effectively and efficiently, especially since reports have shown McCafe outlets generated 15% more revenue than regular McDonalds outlets. McCafe

PART A
1.0Industry Background
1.1 Size
Titan Watches estimated market in 2009-10 is 65% of the market share in the organized watch segment and are currently ranked the world's 5th largest watch manufacturer. At present Titan have a 22% volume share and 40% value share on the retail market. 1.2 Growth

Titan Watches has experienced a 21.3% growth in retail sales in the second quarter as opposed to last year. They have more than 580 stores and has more than 10000 multi-brand outlets. 1.3Current Trends/Developments Affecting the Promotion Program Titan Industries main target...
tracking img