Cafe Nero Marketing Plan
Introduction…………………………………………………………………………………Page 3
Overview……………………………………………………………………………………Page 4
Marketing Audit…………………………………………………………………………….Page 5
PEST Analysis………………………………………………………………………Page 5
Market Analysis……………………………………………………………………..Page 8
Micro Environment ………………………………………...………………………Page 10
Internal Analysis…………………………………………………………………....Page 12
SWOT Analysis..…………...………………………………………………………………Page 13
Assumptions…………………………………………………………………………….…..Page 14
Marketing Objectives………………………………………………………………….……Page 15
Strategy Choices…………………………………………………………………….……...Page 16
Marketing Strategies………………………………………………………………………..Page 17
Places……………………………………………………………………………….Page 17 …show more content…
The smoking-ban in the UK will be enforced in summer 2007. This means that smoking will be prohibited in all pubs, clubs, restaurants, coffee shops and other public places. This may have both positive and negative impact on the coffee shop market. As happened in Ireland and Scotland where the ban has already been adopted for several years, people are likely to eat more in coffee shop since they will be no longer bothered by smoke when eating. However, coffee shops that do not provide an outside smoking area are likely to observe a decline of their visiting as smokers enjoy having cigarettes when drinking coffees.
Economic Environment
There are signs that boom in the UK coffee shop market is over. Store opening has declined from 2002 (Figure 3) as well as year-on-year growth that has declined from the peak of 23% in 2001 to 9% in 2005 (Figure 4) (Bremner C, Euromonitor international, 2005).
Social Environment
UK population is about 60.2 million with 48 million people living in urban area, where coffee shops tend to be concentrated. Mintel carried out a survey that reveals that the most typical user is in the 25-34 brackets (Mintel, 2005). More precisely, the 20-24 age groups
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