Mccafe Marketing Plan
McCafé Marketing Plan By Mikail M Gasanov
Mikail Gasanov 7 February 2012 BBA Marketing Planning, Group A McCafé marketing plan Executive summary…………………………………………………………………………………………………………………….2 Current marketing situation…………….…………………………………………………………………………………………..2 SWOT analysis……………………………………………………………………………………………………………………………..7 Segmentation, targeting, and positioning……………………..………………………………………………………………10 Objectives and issues……………….………………………………………………………………………………………………….12 Marketing strategy and programmes……………………………………………………………………………………………14 Financial plans (budgets)…………………..…………………………………………………………………………………………17 Metrics and implementation controls…….……………………………………………………………………………………...18
Executive Summary
Mission Statement:
McCafé aims to be the number one coffee selling cafe in Lausanne.
First introduced in 1993 in Melbourne, McCafé became one of the largest coffee shop chains in Australia and New Zealand. The brand is owned by the worldwide known fast food restaurant group McDonald’s. The McCafés are usually located inside the McDonald’s restaurants. The McDonalds group calls this concept “Shop within a shop”. They have a separate cash desk and offer a variation of different hot drinks like coffee and hot chocolate, high-quality desserts and sandwiches. There are already 1,300 McCafés in the world. The plan is to expand and open 1,000 new McCafés in Europe.
McCafé in Lausanne is located in front of one of the largest train stations in Switzerland – Lausanne Gare. The café has a great potential due to its unique location; however, it faces
Mikail Gasanov 7 February 2012 BBA Marketing Planning, Group A McCafé marketing plan Executive summary…………………………………………………………………………………………………………………….2 Current marketing situation…………….…………………………………………………………………………………………..2 SWOT analysis……………………………………………………………………………………………………………………………..7 Segmentation, targeting, and positioning……………………..………………………………………………………………10 Objectives and issues……………….………………………………………………………………………………………………….12 Marketing strategy and programmes……………………………………………………………………………………………14 Financial plans (budgets)…………………..…………………………………………………………………………………………17 Metrics and implementation controls…….……………………………………………………………………………………...18
Executive Summary
Mission Statement:
McCafé aims to be the number one coffee selling cafe in Lausanne.
First introduced in 1993 in Melbourne, McCafé became one of the largest coffee shop chains in Australia and New Zealand. The brand is owned by the worldwide known fast food restaurant group McDonald’s. The McCafés are usually located inside the McDonald’s restaurants. The McDonalds group calls this concept “Shop within a shop”. They have a separate cash desk and offer a variation of different hot drinks like coffee and hot chocolate, high-quality desserts and sandwiches. There are already 1,300 McCafés in the world. The plan is to expand and open 1,000 new McCafés in Europe.
McCafé in Lausanne is located in front of one of the largest train stations in Switzerland – Lausanne Gare. The café has a great potential due to its unique location; however, it faces