Analysis of Caffe' Nero

Table of contents

1. Introduction
2. Marketing Environment Audit
i. Internal and External Audit ii. Competition iii. SWOT analysis
3. Marketing Objectives
i. SMART goals
4. Marketing Strategy and Tactics
i. Segmentation
a) Segmentation
b) Targeting
c) Positioning ii. Ansoff growth theory iii. Porter’s generic strategy iv. Tactics
a) The seven Ps
b) Kotler’s seven Cs
5. Evaluation
6. Appendixes

1. Introduction
Gerry Ford founded Caffe’ Nero in 1997. Caffe’ Nero is the biggest privately owned coffee chain in UK. His intension was to open up a chain of continental style coffee shop in UK. Currently Caffe’ Nero operates in England, Scotland, Wales, Turkey, and United Arab Emirates. Caffe’ Nero has over 400 stores and 3000 employees. Caffe’ Nero concessions in some UK major stores like Heathrow Airports, House of Fraser, bookshop chain Waterstone’s and also Caffe’ Nero Express outlets opened up in train and underground stations According to Allegra Consumer Reports Caffe’ Nero has been named as top rated espresso bar for the last 8 years by it is consumers (see table below).
2009 ALLEGRA CONSUMER REPORT RESULTS COFFEE QUALITY ATMOSPHERE SERVICE QUALITY FOOD QUALITY AFFORDABILITY OVERALL WINNER
1. CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO
2. COSTA COFFEE STARBUCKS COSTA COFFEE COSTA COFFEE COSTA COFFEE COSTA COFFEE
3. STARBUCKS COSTA COFFEE STARBUCKS STARBUCKS STARBUCKS STARBUCKS

ALLEGRA AVERAGE RESULTS FOR 2002 TO 2009 COFFEE QUALITY ATMOSPHERE SERVICE QUALITY FOOD QUALITY AFFORDABILITY OVERALL WINNER
1. CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO CAFFÈ NERO
2. COSTA COFFEE STARBUCKS COSTA COFFEE STARBUCKS COSTA COFFEE COSTA COFFEE
3. STARBUCKS COSTA COFFEE STARBUCKS COSTA COFFEE STARBUCKS STARBUCKS

Source: www.caffenero.com

Gerry Ford the entrepreneur of Caffe’ Nero is planning to increase his coffee shop outlets by 1000 in the next five years, he wants to increase his

Bibliography: Angela Monaghan an editor of Telegraph, February 3, 2010 “NIESR warns of squeeze on disposable income, joblessness, and falling house prices.” Retrieved 7 June 2010 from http://www.telegraph.co.uk/finance/economics/7140236/NIESR-warns-of-squeeze-on-disposable-income-joblessness-and-falling-house-prices.html Daily Mail Reporter March 6, 2009, “Britain 's biggest coffee chains promise to cut salt and fat in snacks and drinks”. Retrieved on 7 June 2010 from http://www.dailymail.co.uk/health/article-1159948/Britains-biggest-coffee-chains-promise-cut-salt-fat-snacks-drinks.html Jane Ferguson an editor of Observer Review, November 24, 2009 “Cafe Nero blends premium coffee with Italian culture” The Free Library. Retrieved 7 June 2010 from http://www.thefreelibrary.com/Cafe Nero blends premium coffee with Italian culture-a021274053 Office for National Statistics, May 12, 2010 “Labour Market.” Retrieved 7 June 2010 from http://www.statistics.gov.uk/cci/nugget.asp?id=12 Tracy Beaney, March, 2009 “Coffee Shop World” Publishing volume 1, Issue 5. Retrieved 7 June 2010 from http://www.howtosetupacoffeeshop.co.uk/March09newsletter.pdf Cafe Nero, n. d “COMPLETE WASTE ENVIRONMENTAL SOLUTION” Retrieved 7 June 2010 from http://www.thegreenhouse.co.uk/case-studies Café Nero, 2009,”Financial Information” Retrieved 7June 2010 from http://www.caffenero.com/CompanyInfo.asp?Section=FinancialInfo Victoria Doherty Purchasing and Distribution Manger of Caffe’ Nero