Marketing Plan - Cafe

988 Words Jul 27th, 2011 4 Pages
Assignment #5

– MKT 500 Marketing Management

1. Introduction The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals for a planned discount internet café. Café Loco, unlike a typical cafe, provides a unique forum for communication and entertainment through the medium of the Internet. Café Loco is the answer to an increasing demand. The public wants a place to enjoy delicious coffee products, at discount prices; a place to socialize and share these experiences with friends and colleagues and access to methods of communication (internet, multi-purpose systems). Café Loco’s marketing team will perform due diligence and research the market leaders in
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The company also owns the Seattle's Best Coffee and Torrefazione Italia coffee brands. In addition, Starbucks markets its coffee through grocery stores and licenses its brand for other food and beverage products. (1) Starbucks number one strength is brand name recognition. This strength is so huge that is Starbucks is now part of American culture. Starbucks is also are a very technologically advanced company. Current press releases state that people with smart phones (Android, iPhone) will be able to download an app that will allow users to pay for their drinks by displaying a bar code on their phone at participating Starbucks locations. A weakness that will be part of our marketing strategy is pricing. Starbucks is widely considered to be a very pricey product, and with these tough economic times, Café Loco will use this weakness as an advantage. 3. Differentiate from Competitors Café Loco is faced with an exciting opportunity of being the first discount, national brand coffee house that can compete with Starbucks and their market share. By differentiating themselves, but at the same time providing an upscale environment, the Café Loco concept should be a formula for success. Pricing will be the key advantage for Café Loco within the first year. Café Loco must provide the

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