Costa express marketing plan

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