Costa express marketing plan

Topics: Coffee, Convenience store, Coffee preparation Pages: 15 (1832 words) Published: May 3, 2014


Table of Contents

1. Executive Summary…………………………………………………….…..……pg. 4 2. Company/product description……………………………………..……….pg. 5 3. Business Mission……………………………………………………………..……pg. 5 4a. Situation analysis: Macro Environment……………………………..…pg. 5-6 4b. Situation analysis: Micro Environment………………………..……….pg. 6-7 5. Summary of Situation Analysis (SWOT Analysis)………………..…..pg. 7-8 6. Business Objectives…………………………………………………………..…..pg. 8 7. Core Strategy……………………………………………………………………..….pg. 8-9 8. Marketing Mix…………………………………………………………………....…pg. 9-10 9. Implementation and Control………………………………………………….pg. 10-11 10. Appendix……………………………………………………………………………pg. 12-14

1. Executive Summary
This report outlines the marketing plan for Costa Express, which will be brought to Cyprus by FCG Wholesalers Cy. The product will be introduced to the Cypriot market during the fall of 2014. Costa Express is an instant coffee machine that makes high quality coffee by using fresh beans. Before introducing the product we’ve conducted an extensive situation analysis and concluded that Costa Express should be quite successful in the Cypriot Market. In this marketing plan we outline a number of short term, and long-term business objectives. Our financial goals are to break even and generate enough profit to fund future development. Our non-financial goals focus on expansion – establishing costa express in all major markets, and eventually becoming the market leader of ‘on the go’ coffee in Cyprus. Our target market consists of busy professionals, who want quality coffee ‘on the go’. Our competitive advantage is that we can offer quality, speed, convenience, and good prices. Launching costa express will require an initial investment of 200,000 and additional money to support cash flows. At least one trained employee is also required to service the machines.

2. Company/Product Description

FCG Wholesalers Cy is a Cypriot company, which operates in the area of fast consuming goods. It has established connections between major convenience store chains and supermarkets throughout Cyprus. The company also has a strong distribution system, and storage facilities. This marketing plan outlines how FCG Wholesalers Cy will expand their operations by bringing Costa express machines to Cyprus. Costa Express is a self-serve instant coffee machine that uses fresh beans. It offers high quality coffee in a fast and convenient way, and it’s ideal for people who are in a hurry. Costa express machines don’t require a lot of space (1m2), they are easy to use, and customers can pay at the till, which is a lot more convenient

3. Business Mission
Costa Express provides great quality coffee on the go in all key retail positions in Cyprus. We strive to satisfy our customers and accommodate their busy lifestyle

4a. Situation Analysis: Macro environment:

Political – Legal:
We shouldn’t be facing any legal or political issues. The VAT for coffee is currently only 5%, which allows us to reduce our costs – keeping our prices low. Eventually we will also legally own the trademark for Costa Express machines in Cyprus, which will minimize our competition.

Economic:
The current economic situation is Cyprus can cause some problems. Due to the economic crisis, prices will have to be kept low, despite the product’s higher quality. This will have a negative impact on our profitability, however the product will still remain economically viable.

Socio Cultural:
Cyprus seems to be an ideal place for our product, and there should be no social or cultural barriers. Most Cypriots have at least a few coffees on a daily basis, and launching a product...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Plan Essay
  • Marketing plan Essay
  • e-marketing plan Essay
  • Coles Marketing Plan Research Paper
  • Essay about MARKETING PLAN
  • Marketing Plan Essay
  • Marketing Plan Essay
  • Marketing Plan of Olive Tea Essay

Become a StudyMode Member

Sign Up - It's Free