Marketing Project
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Table of Contents
Executive Summary i PART A 1 1.0 Industry Background 1 1.1 Size 1 1.2 Growth 1 1.3 Current Trends/Developments Affecting the Promotion Program 1 2.0 Macro environment Factors and Issues 2 2.1 Demographic 2 2.2 Political 2 2.3 Eonomic 2 2.4 Social- cultural 2 2.5 Technological 3 2.6 Legal 3 3.0 Company Snapshot 3 3.1 Brief Sketch 3 3.2 Place in the Industry 4 3.3 Business Philosophy 4 3.4 Mission 4 3.5 Product Line 4 3.6 Sales History 4 4.0 Target Markets 5 4.1 Market Shares 5 5.0 Positioning 5 6.0 Situational Analysis 5 6.1 Price 5 6.2 Product 5 6.3 Promotion 6 6.4 Place 6 6.0 SWOT Analysis 6 6.1 Strengths 6 6.2 Weakness 7 6.3 Opportunities 7 6.4 Threats 7 7.0 Brand Review 7 7.1 Key Benefits 8 7.2 Brand Image 8 7.3 Positioning 8 7.4 Perceptual Map 8 PART B 10 RECOMMENDATIONS 10 Executive Summary 10 1.0 Current Situation Analysis 10 1.1 Political 10 1.2 Economical 11 1.3 SocialS 11 1.4 Technological 11 2.0 SWOT for Local Market 12 2.1 Strengths 12 2.2 Weaknesses 12 2.3 Opportunities 12 2.4 Threats 13 3.0 Competitive Environment 13 3.0 Supplier Power 13 3.2 Buyer Power 14 3.3 Entry Barriers 14 3,4 Threat of Substitutes 14 3.5 Degree of Rivalry 14 4.0 Goals 14 5.0 Marketing Objectives 15 6.0 Marketing Strategy 15 6.1 Distribution 15 6.2 Pricing 15 6.3 Product 16 6.4 Promotion 16 6.5 Place 16 7.0 Recommendations and Conclusion 17 Appendix A I Appendix B II Appendix C V Appendix D VI Appendix E VII Appendix F VIII Appendix G 11 REFERENCES 13
Executive Summary
McCafe which is a subsidiary of McDonald’s is a coffee-house styled food and drink chain which offers a line of special drinks. McDonald’s returned to Trinidad just recently in 2011, when Arcos Dorados, the largest operator of McDonald’s restaurants in Latin America
Table of Contents
Executive Summary i PART A 1 1.0 Industry Background 1 1.1 Size 1 1.2 Growth 1 1.3 Current Trends/Developments Affecting the Promotion Program 1 2.0 Macro environment Factors and Issues 2 2.1 Demographic 2 2.2 Political 2 2.3 Eonomic 2 2.4 Social- cultural 2 2.5 Technological 3 2.6 Legal 3 3.0 Company Snapshot 3 3.1 Brief Sketch 3 3.2 Place in the Industry 4 3.3 Business Philosophy 4 3.4 Mission 4 3.5 Product Line 4 3.6 Sales History 4 4.0 Target Markets 5 4.1 Market Shares 5 5.0 Positioning 5 6.0 Situational Analysis 5 6.1 Price 5 6.2 Product 5 6.3 Promotion 6 6.4 Place 6 6.0 SWOT Analysis 6 6.1 Strengths 6 6.2 Weakness 7 6.3 Opportunities 7 6.4 Threats 7 7.0 Brand Review 7 7.1 Key Benefits 8 7.2 Brand Image 8 7.3 Positioning 8 7.4 Perceptual Map 8 PART B 10 RECOMMENDATIONS 10 Executive Summary 10 1.0 Current Situation Analysis 10 1.1 Political 10 1.2 Economical 11 1.3 SocialS 11 1.4 Technological 11 2.0 SWOT for Local Market 12 2.1 Strengths 12 2.2 Weaknesses 12 2.3 Opportunities 12 2.4 Threats 13 3.0 Competitive Environment 13 3.0 Supplier Power 13 3.2 Buyer Power 14 3.3 Entry Barriers 14 3,4 Threat of Substitutes 14 3.5 Degree of Rivalry 14 4.0 Goals 14 5.0 Marketing Objectives 15 6.0 Marketing Strategy 15 6.1 Distribution 15 6.2 Pricing 15 6.3 Product 16 6.4 Promotion 16 6.5 Place 16 7.0 Recommendations and Conclusion 17 Appendix A I Appendix B II Appendix C V Appendix D VI Appendix E VII Appendix F VIII Appendix G 11 REFERENCES 13
Executive Summary
McCafe which is a subsidiary of McDonald’s is a coffee-house styled food and drink chain which offers a line of special drinks. McDonald’s returned to Trinidad just recently in 2011, when Arcos Dorados, the largest operator of McDonald’s restaurants in Latin America
References: The standards and documents listed below are referenced in this document: a. Vision statement http://www.titanworld.com/titan_ b. Our Commitment, http://www.tata.com/company/Media/inside. c. Stock Snapshot: Titan Industries Ltdhttp://www.edelweiss.in/company/Titan-Industries-Ltd. d. Mission-Statement , http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html e. Manifesto.ThePeople 'sPartnership http://peoplespartnership.unitednationalcongress.org/manifesto