Mccafe Marketing Plan

7073 Words Oct 31st, 2012 29 Pages
McCaf├® Marketing Plan By Mikail M Gasanov

Mikail Gasanov 7 February 2012 BBA Marketing Planning, Group A McCaf├® marketing plan Executive summaryÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪ.2 Current marketing situationÔǪÔǪÔǪÔǪÔǪ.ÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪ..2 SWOT analysisÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪÔǪ..7 Segmentation, targeting, and
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There are less tourists, so, the demand is lower. On the other hand, the country is in the downturn, so, the concept of McCaf├® is very useful. The products of the low costs and high quality are very popular in the country. EuropeÔÇÖs crisis did not affect the Swiss McDonaldÔÇÖs industry a lot. In addition, the Swiss McDonaldÔÇÖs is very independent and different from the other European McDonaldsÔÇÖs. Most of the raw material, which McDonaldÔÇÖs and McCaf├® use in Switzerland, are produced in the country, and they are not exported. This policy creates the balance in the Swiss economy.

Social:
There are several important cultural aspects that McCaf├® needs to consider on the Swiss market. 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 McCaf├®, 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, McCaf├® does not depend much on the technological progress; however, they still need to keep their coffee and baking machines modern, so, they are…

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