Cafe Nero Marketing Plan

6124 Words Jan 30th, 2012 25 Pages
[pic]vvv v Contents

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
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Mintel found that 25% of adults who have been to coffee shop agreed that more coffee shop should sell Fairtrade products (Mintel, 2005). This is certainly a significant figure that coffee shop and other outlets selling coffee cannot afford to ignore.

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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