Mccafe Marketing Plan

7083 Words Nov 10th, 2012 29 Pages
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
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One of the most important ones is the fair trade policy. Switzerland is an agricultural country with the great nature and climate, its people respect the work of the farmers. So, if the coffee is sold in McCafé, it should be 100% fair trade. It is an ethical issue in Switzerland to do a fair business and produce the finest products. The other important aspect is the Swiss culture itself. People in Switzerland like the coffee with cream or milk - it is the national tradition. The morning coffee is an important part of the Swiss lifestyle.

Technology:
As a company, McCafé does not depend much on the technological progress; however, they still need to keep their coffee and baking machines modern, so, they are competitive on the market. What McCafé needs is to improve itself in the management technology and keep up with its competitors. For example, Starbucks offers an interesting concept, where the customers have to wait on the separate desk for their hot drinks, after paying for. This process keeps the line short and makes the management efficient. The other important innovation that McCafé can create is the free high-speed Wi-Fi network for its customers. It will attract a lot of new customers. For example, it would be a great idea to put a Wi-Fi pin code and login, which can be used just once for one device for a period of time, on the bill that is greater than CHF 10.

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