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[Principle of marketing class]
Mc cafe¡¯
Marketing plan
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Contents
Executive summary
Current Marketing situation
-Market description
-Product review
-Competitive review
-Channel & Logistics
SWOT analysis
Marketing strategies
-Marketing research
-STP
-Marketing mix (4P)
Budgets
Controls
Objectives & Issue
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Executive summary
Mc cafe in Korea was launched in 2009
Mc cafe in America and Europe make big success.
But unlike this case, Mc cafe in Korea made only a little progress.
etc
anger in us
Hollys coffee
starbucks
coffee bean
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Executive summary
And, actually the favor is not different with the competitor.
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Current
Marketing Situation
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Market description
costumer¡¯s need¡¦(»ý·«)
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kinds of coffees in Mc donald and this is only channel of it.
there are 30,000 Mc donald restaurant in 119 countries.
`Lavazza` coffee is premium coffee beans
brand which charge 45% of Italy retail
coffee market.
They sold 14,000,000,000 cups annual.
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SWOT analyze
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New
Marketing plan
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Object and Issue
First year: As capturing man consumer, growing 200%¡¯s gross margin in Korea.
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Second year: Entering cafe¡¯s ranking top 5 and growing 500%¡¯s gross market versus the year before last.
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Issue: Most big issue is how capture man consumer. Appease with man consumer arouse most change in the Mc cafe¡¯s policy.
Object and Issue
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Marketing strategy
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Marketing Research
We operated a research
in November 23~25
to a hundred of 20s~30s
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Marketing Research
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