Behaviour (MKT 3603) Consumer Behaviour Analysis of McCafe Table of Content Executive Summary 3 Company background 5 McDonald’s Corp. (NYSE: MCD) 5 Industry Background 6 Direct Competitors 7 Starbucks Corp. (SBUX) 7 Pacific Coffee 8 Competitor Analysis 9 Strengths‚ Weaknesses‚ Opportunities and Threats (SWOT) Analysis of Mccafe 10 Research Topic -Customer attitude towards McCafe 11 Problems from Research Finding 11 McCafe image issue 11 Too many inertia consumers 11
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-Noisy and non-working ambience McCafé store is usually set up beside McDonald’s store. Under the condition that there is a large flow of customers in McDonald’s everyday‚ McCafé will be too noisy and uncomfortable to stay long.Yet some people go to a café just for the reason that they need a place to read‚ to think ‚to work‚or to have some personal time. For this kind of consumers ‚ McCafé will not be their choice. -Reputation relatively low McCafé was created in 1993‚ which means it is
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SGMT 3000 SECTION B Case Assignment #1 McDonald’s and the McCafé Coffee Initiative To: Mr. Ralph Sgro Re: The McCafé Initiative in Canada Looking at McDonald’s Canada from a resource-based view (please refer to the appendix)‚ I believe that McCafé will succeed in Canada. McDonald’s has a plethora of valuable resources in its disposal. Among them‚ arguably the most important is brand equity. The "Golden Arches" are instantly recognizable to just about everyone in the planet
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McDonal’s/McCafé 1. Central problem/issue in case: ▪ Despite increasing sales‚ McDonald’s is losing market shares in Canada on the breakfast segments due to higher and higher competition. Also‚ it is not clear yet which products were successful and which ones weren’t. 2. Based on the initial results‚ Sgro believed that McCafe has resolved the losses in breakfast sales‚. Do you agree? ▪ I don’t completely disagree with this statement but I think we have to balance it. McCafé greatly
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seen at McCafés. There are five branches of McDonald’s Malaysia have McCafés (Kota Damansara‚ Centre Point at Bandar Utama‚ Titiwangsa‚ Sunway Pyramid and Taman Connaught). Now‚ McCafés Malaysia are offering fifteen products including various types of coffee and chocolate drinks‚ muffin‚ brownie and cakes. McCafés create a new market for McDonald’s by attracting new customers to McCafés. People who seldom go to McDonald’s and love drinking coffee or love eating cakes would go to McCafés to have a
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These days Coffee industry is in very hard nut competition‚ as the metropolitan covered by café’s in its every corner and their qualitative benefits over others are underestimated. As MacDonald’s McCafé and BP Wild Bean Café on Clarendon street Melbourne were in cut throat competition. Moreover‚ McCafé had developed its strong backbone due to flourishing MacDonald’s‚ which in return had swayed ample of customers.
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CASE STUDY QUESTIONS: Read and Complete case study “Starbucks and McCafe – a David vs. Goliath Battle?” on pages 350 – 352 of your text. 1. If you were the manager of or an adviser to Starbucks Australia‚ how could you use a SWOT analysis in deciding your strategy for the chain’s future in Australia? In order to compete effectively in the Australian café market‚ Starbucks must be alert to: changes in opportunities and threats in the external environment; be equipped to take advantage of internal
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our initial analysis. Background Information | Dunkin’ Donuts | Starbucks | McCafé | Founded | 1950 in MA | 1971 in Seattle | 1993 in Australia | Mission | “Make and serve the freshest‚ most delicious coffee and donuts quickly and courteously in modern‚ well-merchandised stores” | “Our mission is to inspire and nurture the human spirit – one person‚ one cup‚ and one neighborhood at a time” | To make McCafé the beverage destination that offers worthy and rich flavored beverages | Area
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and position it in the minds of the target market. An effective customer driven marketing strategy also involves the design and implementation of a successful marketing mix. The marketing mix is a term used to describe the four main marketing tools (4Ps): 1. Product: McDonald’s places considerable emphasis on developing a menu which customers want. Market research establishes exactly what this is. However‚ customers’ requirements change over time. In order to meet these changes‚ McDonald’s has
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their interdependency with their rivals. MARKET STRUCTURE(OLIGOPOLY) Starbucks currently holds 33% of the market shares in the US. It has more than 11‚000 stores in the country. It’s main competitors are Dunkin Donuts (23%‚ 6‚000 stores in US) & McCafe (26%‚ 14‚000 stores in the US) Oligopolists differentiate their products through • Physical qualities • Sales Locations • Service provided with products • Product’s perceived
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