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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
C…(생략)
1. 맥카페를 아십니까?
2. 맥카페를 이용하신적이 있습니까?
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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
`맥카페(Mc cafe)`의 선호도에 관한 설문조사
성별 : □ 남 □ 여
1. 맥카페를 아십니까?
□ 네 □ 아니오
2. 맥카페를 이용하신적이 있습니까?
□ 네 □ 아니오
(`네`를 택한 경우 →3,4
ٷΰ
맥카페 마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp~.pptx
[Size :
7 Mbyte
]
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