Mccafe Marketing Plan

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McCafé Marketing Plan

By Mikail M Gasanov

Mikail Gasanov
7 February 2012
BBA Marketing Planning, Group A

McCafé marketing plan
Executive summary…………………………………………………………………………………………………………………….2
Current marketing situation…………….…………………………………………………………………………………………..2
SWOT analysis……………………………………………………………………………………………………………………………..7
Segmentation, targeting, and positioning……………………..………………………………………………………………10
Objectives and issues……………….………………………………………………………………………………………………….12
Marketing strategy and programmes……………………………………………………………………………………………14
Financial plans (budgets)…………………..…………………………………………………………………………………………17
Metrics and implementation controls…….……………………………………………………………………………………...18

Executive Summary
Mission Statement:
McCafé aims to be the number one coffee selling cafe in Lausanne.

First introduced in 1993 in Melbourne, McCafé became one of the largest coffee shop chains in Australia and New Zealand. The brand is owned by the worldwide known fast food restaurant group McDonald’s. The McCafés are usually located inside the McDonald’s restaurants. The McDonalds group calls this concept “Shop within a shop”. They have a separate cash desk and offer a variation of different hot drinks like coffee and hot chocolate, high-quality desserts and sandwiches. There are already 1,300 McCafés in the world. The plan is to expand and open 1,000 new McCafés in Europe.

McCafé in Lausanne is located in front of one of the largest train stations in Switzerland – Lausanne Gare. The café has a great potential due to its unique location; however, it faces several important problems, which need to be solved. The aim is to create a large social place for the students to spend their free time and relax after classes. The main problems of the current McCafé are the small area, absence of the places to sit, and small product range compered to the competitors. If all of these difficulties will be solved – McCafé near Lausanne Gare will become the number one coffee selling cafe in Lausanne.

Current Marketing Situation
External Audit:

Pestle Analysis: McCafé Lausanne Gare, Vaud, Switzerland.
Political:
The political situation is Switzerland is very stable; however, there are still some aspects that McCafé should take into consideration. The regime in the country changes insignificantly every few years. The democracy dominates in Switzerland. Each canton has its special laws and obligations. The government is in a good relationship with and supports McDonald’s industry because its business does a lot of good to the country. On the first place, it brings a lot of foreign money into Switzerland. On the second place, McDonald’s employs a lot of Swiss citizens and immigrants; it solves the country’s unemployment problem. Overall, the political environment in canton Vaud is very suitable for McDonald’s industry.

Economic:
On one hand, the economic situation in Switzerland is in a difficult situation nowadays. Due to the strong Swiss Frank and the fall of the Euro, there is less foreign investment in the country’s economy than it used to be before. There are less tourists, so, the demand is lower. On the other hand, the country is in the downturn, so, the concept of McCafé is very useful. The products of the low costs and high quality are very popular in the country. Europe’s crisis did not affect the Swiss McDonald’s industry a lot. In addition, the Swiss McDonald’s is very independent and different from the other European McDonalds’s. Most of the raw material, which...
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