Cafe Nero Marketing Plan

[pic]vvv v Contents

Introduction…………………………………………………………………………………Page 3

Overview……………………………………………………………………………………Page 4

Marketing Audit…………………………………………………………………………….Page 5

PEST Analysis………………………………………………………………………Page 5

Market Analysis……………………………………………………………………..Page 8

Micro Environment ………………………………………...………………………Page 10

Internal Analysis…………………………………………………………………....Page 12

SWOT Analysis..…………...………………………………………………………………Page 13

Assumptions…………………………………………………………………………….…..Page 14

Marketing Objectives………………………………………………………………….……Page 15

Strategy Choices…………………………………………………………………….……...Page 16

Marketing Strategies………………………………………………………………………..Page 17

Places……………………………………………………………………………….Page 17

Products…………………………………………………………………………….Page 18

Prices………………………………………………………………………………..Page 18

Promotion……………………………………………………………………….…..Page 19

Control & Evaluation…………………………………………………………………….…Page 20

Expansion …….…………………………………………………………………….Page 20

Success of new products and targeting operations……………….…………………Page 20

Brand awareness…………………………………………………………………....Page 21

Introduction to International Expansion……………………………………………………Page 22

Which Country.......................................................................................................................Page 22

How to Enter..........................................................................................................................Page 23

What Marketing Strategies………...……………………………………………………….Page 23

References & Bibliography..………………………………………………………….…….Page 24

Appendixes………………………………………………………………...………….……Page 25

Introduction

This marketing plan analyses the key success factors of the company and our current market position in order to set the next market objectives and plans a one year plan strategy to reach those objectives. In the second part, this marketing plan outlines the issues that need to be considered

References: & Bibliography Allegra Strategies, (2006), Market Overview and Key Statistics: Project Café6, [online], London, Available from : < http://www.allegra.co.uk/project-cafe6-keyfindings.html> [Accessed 20 December 2006] McDonald, M., (2006), Marketing Plans, 5th Edition, Oxford : Butterworth-Heinemann Michalowska, A., (2002), Qualité : les Français prêts à en payer le prix, [online], Marketing Magazine N°71, Available from : [Accessed 27 December 2006] Mintel Reports, (2005), Coffee Shop UK, [online], Available from: [Accessed 3 January 2007] National Statistics, (2006), National Projection, [online], Available from : [Accessed 22 December 2006] Vacances Pratiques, (2006), Le chiffre du jour : 8,30€, [online], Available from : [Accessed 30 December 2006] Appendices