McCafé Marketing Plan By Mikail M Gasanov
Mikail Gasanov 7 February 2012 BBA Marketing Planning, Grou A
McCafé marketing plan !"ecutive su##ary$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$%2 Current #arketing situation$$$$$% $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%%2 &'() analysis$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$%%7 &eg#entation, targeting, an* ositioning$$$$$$$$%% $$$$$$$$$$$$$$$$$$$$$$$$10 (b+ectives an* issues$$$$$$% $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%12 Marketing strategy an* rogra##es$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$1 Financial lans -bu*gets.$$$$$$$%% $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$17 Metrics an* i#le#entation i# le#entation controls$$% $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%%%1/
1
Executive Summary Mission Statement: McCafé ai#s to be te nu#ber one coee selling cafe in ausanne% First intro*uce* in 1334 in Melbourne, McCafé beca#e one of te largest coee so cains in Australia an* 5e6 ealan*% )e bran* is o6ne* by te 6orl*6i*e kno6n fast foo* restaurant grou Mc8onal*9s% )e McCafés are usually locate* insi*e te Mc8onal*9s restaurants% )e Mc8onal*s grou calls tis concet :&o 6itin a so;% )ey ave a searate cas *esk an* oer a variation of *ierent ot *rinks like coee an* ot cocolate, ig< =uality *esserts an* san*6ices% )ere are alrea*y 1,400 McCafés in te 6orl*% )e lan is to e"an* an* oen 1,000 ne6 McCafés in !uroe% McCafé in ausanne is locate* in front of one of te largest train stations in &6it>erlan* ? ausanne Gare% )e café as a great otential *ue to its uni=ue location@ o6ever, it faces several i#ortant roble#s, 6ic nee* to be solve*% )e ai# is to create a large social lace for te stu*ents to sen* teir free ti#e an* rela" after classes% )e #ain roble#s of te current McCafé are te s#all area, absence of te laces to sit, an* s#all ro*uct range co#ere* to te co#etitors% f all of tese *iculties 6ill be solve* ? McCafé near ausanne Gare 6ill beco#e te nu#ber one coee selling cafe in ausanne%
Current Marketing Situation External Audit: 2
Pestle Analysis: McCafé ausanne Gare, au*, &6it>erlan*% Political: )e olitical situation is &6it>erlan* is very stable@ o6ever, tere are still so#e asects tat McCafé soul* take into consi*eration% )e regi#e in te country canges insigniDcantly every fe6 years% )e *e#ocracy *o#inates in &6it>erlan*% !ac canton as its secial la6s an* obligations% )e govern#ent is in a goo* relationsi 6it an* suorts Mc8onal*9s in*ustry because its business *oes a lot of goo* to te country% (n te Drst lace, it brings a lot of foreign #oney into &6it>erlan*% (n te secon* lace, Mc8onal*9s e#loys a lot of &6iss citi>ens an* i##igrants@ it solves te country9s une#loy#ent roble#% (verall, te olitical environ#ent in canton au* is very suitable for Mc8onal*9s in*ustry%
Economic: (n one an*, te econo#ic situation in &6it>erlan* is in a *icult situation no6a*ays% 8ue to te strong &6iss Frank an* te fall of te !uro, tere is less foreign invest#ent in te country9s econo#y tan it use* to be before% )ere are less tourists, so, te *e#an* is lo6er% (n te oter an*, te country is in te *o6nturn, so, te concet of McCafé is very useful% )e ro*ucts of te lo6 costs an* ig =uality are very oular in te country% !uroe9s crisis *i* not aect te &6iss Mc8onal*9s in*ustry a lot% n a**ition, te &6iss Mc8onal*9s is very in*een*ent an* *ierent fro# te oter !uroean Mc8onal*s9s% Most of te ra6 #aterial, 6ic Mc8onal*9s an* McCafé use in &6it>erlan*, are ro*uce* in te country, an* tey are not e"orte*% )is olicy creates te balance in te &6iss econo#y%
SocialE )ere are several i#ortant cultural asects tat McCafé nee*s to consi*er on te &6iss #arket% (ne of te #ost i#ortant ones is te fair tra*e olicy% &6it>erlan* is an agricultural country 6it te great nature an* cli#ate, its eole resect te 6ork of te far#ers% &o, if te coee is sol* in McCafé, it soul* be 100 fair tra*e% t is an etical issue in &6it>erlan* to *o a fair business an* ro*uce te Dnest ro*ucts% )e oter i#ortant asect is te &6iss culture itself% Peole in &6it>erlan* like te coee 6it crea# or #ilk < 4
it is te national tra*ition% )e #orning coee is an i#ortant art of te &6iss lifestyle%
Technology: As a co#any, McCafé *oes not *een* #uc on te tecnological rogress@ o6ever, tey still nee* to kee teir coee an* baking #acines #o*ern, so, tey are co#etitive on te #arket% 'at McCafé nee*s is to i#rove itself in te #anage#ent tecnology an* kee u 6it its co#etitors% For e"a#le, &tarbucks oers an interesting concet, 6ere te custo#ers ave to 6ait on te searate *esk for teir ot *rinks, after aying for% )is rocess kees te line sort an* #akes te #anage#ent ecient% )e oter i#ortant innovation tat McCafé can create is te free ig
egal: )e #ost i#ortant issue is te recycling la6s in &6it>erlan*% f a ouseol* or a co#any *oes not searate teir tras, tey 6ill get Dne*% )e &6iss govern#ent cares a lot about its citi>ens@ so, McCafé soul* kee te =uality of teir ro*ucts on a ig level an* #atc te &6iss stan*ar*s *ue to te regular insections% )ey soul* also care about teir e#loyees% By te cantonal la6, Mc8onal*9s #ust rotect te# 6it te insurance, oer te# goo* ension olicy an* #atc te #ini#u# 6age in &6it>erlan* -aroun* CF2H00.% )e oter i#ortant rule in te country is to use te ro*ucts, 6ic are ro*uce* in &6it>erlan* if ossible@ tis i#roves te country9s foo* #arket% )e ta" olicy in canton au* is very strict, but #ost of te ta"es are relatively lo6 an* reasonable% For e"a#le te cororate ta" in te canton is aroun* 20, 6en in on*on it is #ore tan 40%
Environmental: )e &6iss agriculture is a great source of ra6 #aterials for McCafé in*ustry% t allo6s aving te best =uality ro*ucts for te lo6 rices in te business%
Provi*ing te ealty foo* tat tastes really goo* *ierentiates &6iss Mc8onal*9s in*ustry fro# #ost of te foreign alternatives% For e"a#le, McCafé9s ot cocolate is 100 natural an* *oes not ave any ce#ical a**itional ingre*ients% )e coee in te cafe is bougt fro# te abroa*% o6ever, it is also as a very goo* =uality% McCafé follo6s te etical tren* on te fair tra*e ro*ucts% 8ue to tis situation, te overall costs on te foreign ra6 #aterials ave increase* in te last fe6 years% o6ever, if McCafé 6oul* not follo6 tese tren*s, it 6oul* loose te co#etition 6it &tarbucks%
Conclusion: (verall, McCafé #eets te nee*s of its rior costu#ers% )ey are te business eole, 6o uses take a6ay, stu*ents, 6o 6ant to ang out but *o not 6ant to sen* a lot of #oney, an* eole 6aiting for te train% t oers a =uick, Dne service an* rovi*es te ig<=uality ro*ucts for te l o6 rices%
Characteristics!"eeds!#ehaviour!Attitudes of the Customers$ )e #ain McCafé custo#ers consist of four tyesE students, 6o 6ant to sen* teir free ti#e tere, train passengers, te %usiness people, 6o use te take a6ay service, an* tourists, 6o ave *ierent beaviour% &tu*ents nor#ally co#e to McCafé after classes to sen* ti#e tere 6it teir frien*s an* sociali>e% )ey usually ave several coees an* *esserts% &o#e #ay eat Drst in te Mc8onal*9s restaurant as teir #eal, an* ten ave a coee 6it a cake in McCafé as teir *essert% )eir #ain nee*s are to ave lace to sit an* te rices to be lo6% )ey consi*er Mc8onal*9s to be a fasionable lace as 6ell as McCafé% t interests te# #ostly because te rices are relatively lo6 an* te =uality is goo*% )eir general attitu*e about McCafé is ositive% o6ever, tere are still a lot of i#rove#ents to be *one% )e lace rovi*e* is usually very cro6*e* an* not very co#fortable% 8ue to tis, tey refer to eat at Mc8onal*9s restaurant% )e variety of ro*ucts also nee*s i#rove#ent% )e co#etitor &tarbucks oers a lot #ore otions% )ere is also a #atter of fasion% &tu*ents go to &tarbucks because of its i#age an* restige% McCafé *oes not ave tese =ualities% H
)ere is a very s#all se#i
co#fortable area to sit *o6n% )eir attitu*e about McCafé in ausanne is generally neutral% (verall, te custo#ers of McCafé e"ect before, *uring an* after eac urcase -going to McCafé. to ave a =uick service, sort lines, goo* =uality of ro*ucts, relatively lo6 rices, an* lace to sit *o6n% )ese nee*s 6ill not cange signiDcantly over ti#e% )e a**itional co#onents, 6ic #ay aearJaearing, are te eco<ro*ucts, faire* or*ering syste#%
Market Analysis$ )e McCafé is te art of te cafe #arket -:Coee ouse; #arket.% )e coee ouse #arket is very big an* ro#ising in ausanne, *ue to te ig nu#ber of te otential custo#ers an* fe6 co#etitors% )e #a+or 6orl*s kno6n co#anies in tis #arket seg#ent are &tarbucks an* McCafé% )e rest are te rivate in*ivi*ual cafes% )e #ain co#etitor ? &tarbucks is 6orl* 6i*e kno6 coee so in*ustry% n tis case, it is a oular &tarbucks in &ainte.% )e *e#an* for te McCafé ro*ucts is all ti#e ig an* tere 6ill al6ays be te custo#ers in nee* for coee an* *esserts% )e café #arket is very si#ilar to te oter foo* sellingJ serving #arkets% Foo* is te resource tat 6ill al6ays be in nee*% )e buying atterns are very stable an* *o not cange signiDcantly, *ue to te seticity of te #arket% )e McCafé costu#ers generally buy ro*ucts for teir o6n use% McCafé is a consu#er #arket%
S&'T Analysis (nternal Audit$ (ntroduction: 7
)e McCafé *eci*e* to enter te &6iss #arket because of its great success in Ger#any, 6en tey oene* 00 cafes in years% )e Drst &6iss McCafé 6as oene* in 200/ in evey, canton au*% (ne of te #ost oular an* largest McCafés in &6it>erlan* is locate* near te train station in ausanne, au*%
S&'T Analysis: McCafé ausanne Gare, au*, &6it>erlan*% StrengthsE 1. McCafé is a art of te largest an* one of te ol*est fast foo* restaurant cains in te 6orl*% )e co#any as a goo* kno6le*ge of te #arket% Mc8onal*9s is a very ric co#any, it can aor* to ire an* ave te 6orl*9s best e"erts to #ake te best #arketing researc% )e co#any as a very strong #arketing% McCafé alrea*y as all te nee*e* resources to run te business -u#an, infor#ational, Dnancial an* suly resources.% )e Mc8onal*9s co#any as a great e"erience in business an* is ranke* as nu#ber one in te in*ustry% 2. n general, te eole in &6it>erlan* refer to 6ork for te big co#anies% A lot of te# 6ant to 6ork in Mc8onal*9s in*ustry% )e co#any as an oortunity to coose an* ire only te best of te# at te #ost favourable con*itions for te grou% n a**ition, tere are a lot of international stu*ents fro# K5 -Kniversité *e ausanne. in te city, 6o are rea*y to 6ork at te lo6est salaries% )ere 6ill al6ays be eole in ausanne, 6ising to 6ork in McCafé% 4. McCafé oers a lot of ig<=uality ro*ucts for te lo6 rices% )e café as a variety of *ierent coee, :o#e<#a*e; ot cocolate, *ierent cakes, ies, biscuits an* san*6ices% All te foo* resente* at McCafé is fres an* #atces all te stan*ar*s% )e foo* an* *rinks in McCafé are serve* on te orcelain *ises% )e rices for te ro*ucts in McCafé are #uc lo6er tan te rices for te si#ilar ro*ucts in &6iss &tarbucks% . )e lines at te cas *esks are usually sort% )e e#loyees 6ork very fast an* ecient% n co#arison, it takes #uc less ti#e to get a coee in McCafé tan in &tarbucks in ausanne% H. )e location of McCafé in very goo*% t is locate* in te entrance of Mc8onal*9s, rigt ne"t to te #etro an* in front of te ausanne Gare ? /
one of te biggest &6iss train stations% t is te key train station in canton au* an* Geneva, linking te trains fro# #any !uroean *estinations% )ousan*s of eole ass by Mc8onal*s every *ay% Many eole, 6o ave to cange trains an* 6ait for several #inutes, ass by McCafé to ave a coee 6it a san*6ic% )ey *o not 6ant to stan* in a long line in te regular Mc8onal*9s, so@ tey *o not #iss teir trains% Many costu#ers of Mc8onal*9s usually take a coee an* a *essert fro# McCafé after tey ave a #eal% I. A lot of stu*ents live in ausanne *ue to te nu#ber of scools an* universities in te city% )ere are #ore tan 1H,000 stu*ents only in K5, 6ic is one of te largest ublic universities in &6it>erlan*% o6 rices attract #any of te#% )ey usually sen* ti#e in McCafé instea* of #uc #ore e"ensive &tarbucks% )e city itself is consi*ere* to be large in &6it>erlan*@ it as aroun* 12/ tousan* citi>ens%
&eaknesses: 1. McCafé as a very strong co#etitor in ausanne ? te 6orl*9s #ost fa#ous coee cain &tarbucks% )e &tarbucks entere* &6it>erlan* in 2001, #uc earlier tan McCafé -200/.% t is a very fasionable lace in te city@ #any eole #eet tere for a coee an* sen* #uc ti#e tere% &tarbucksL is #uc #ore oular an* restigious in ausanne tan McCafé% 2. )e variety of ro*ucts in McCafé is s#all in co#arison 6it &tarbucks% )e &tarbucks cafe oers a uge variety of *ierent kin*s of coee fro# *ierent countries, 6ile McCafé as only a fe6 of te#% 4. McCafé near te train station is #ostly oriente* on te take a6ay% )ere is no secial roo# for its costu#ers in Mc8onal*9s% )ey ave to sit in te #ain *ining all 6it te Mc8onal*9s costu#ers on te Drst or te secon* oor% t is very unco#fortable for #any eole 6o *o not like te s#ell of fast foo*% )ree is also a lot of noise in te #ain *ining all% (n te secon* oor it is usually =uieter@ o6ever, a custo#er as to 6alk u te stares% Mean6ile, &tarbucks oers a large *ining all 6it te variety of *ierent tables 6it cairs or co#fortable sofas% &tarbucks also oers a large terrace for te costu#ers, 6o 6ant to sit outsi*e or 6o 6ant to s#oke%
3
. )e i#age of &tarbucks, 6it its 6ell
'pportunities: 1. Creating a better variety of ro*ucts in te #enu of McCafé 6ill #ake Mc8onal*s #uc #ore co#etitive% A**ing #ore kin*s of *rinks an* san*6ices -*eli san*6ices for e"a#le. 6ill attract eole, 6o 6ant to ave a roer business lunc% Mc8onal*9s as all te nee*e* resources to *o it% 2. Anoter i#ortant asect tat McCafé nee*s is te ealt foo* ro#otion% f McCafé 6ill so6 an* rove tat teir san*6ices an* oter #eals are very *ierent fro# te fast foo* Mc8onal*9s ro*ucts, eole 6ill be able to co#e to Mc8onal*9s 6it teir frien*s an* eat te san*6ices as a ealty alternative% 4. #roving te at#osere by *ivi*ing te *ining all into t6o arts, like in #any oter McCafés in te 6orl*, 6ill i#rove te level of te lace% )e #ain art 6oul* be for te Mc8onal*9s custo#ers, an* te s#aller one < for te McCafé custo#ers% Mc8onal*9s in ausanne is very large by area an* it is e"tre#ely rare 6en all te tables are taken% t 6oul* be a goo* i*ea to create a little area searate* by te soun*rooDng glass, 6it co#fortable cairs an* sofas for te McCafé visitors% )is 6oul* solve te ba* s#ell an* noise roble#s@ so, eole can rela" an* en+oy teir coee% t 6oul* attract oter grous of costu#ers, suc as business eole, 6o 6ant to stay for te business lunc an* 6ealty stu*ents -&tarbucks costu#ers.% . Creating te #assive carity an* fair tra*e ca#aign is a great ting to *o, esecially in &6it>erlan* -utting te fair
also i#rove te ublic i#age of Mc8onal*9s% &uc #oves 6ill attract #ore custo#ers, 6o care about te environ#ent to McCafé an* Mc8onal*9s in general% &6it>erlan* is te nu#ber one recycling country in te 6orl* -by ercentage of te recycle* tras., so, suc a ca#aign 6ill i#ress te &6iss eole% !ven, if Mc8onal*9s recycles its tras alrea*y, it soul* ro#ote it better, so, all te eole kno6 about it an* resect te Mc8onal*9s in*ustry for it% I. )ere is a *o6nturn in te &6iss econo#y% Many eole 6ill coose McCafé instea* of &tarbucks *ue its rices% McCafé soul* kee teir rices lo6@ tis 6ill attract #ore an* #ore custo#ers every *ay%
Threats: 1. Currently, te &6iss Frank is very strong in co#arison to oter currency, so, tere are not as #any tourists as before% &6it>erlan* lives an* earns #oney #ostly because of te foreign invest#ents in te econo#y an* te foreigners sen*ing teir #oney in te country% )ouris# is te #ain factor in te &6iss econo#y% McCafé an* Mc8onal*9s in general *een* a lot on te foreigners, as stu*ents an* tourists% f !uro 6ill not be stabili>e*, McCafé can loose a lot of custo#ers% 2. )ere are #any foreign very big coee so co#anies like 8unkinN 8onuts, 6o 6ant to enter te &6iss #arket% f it aens, tere 6ill even #ore co#etition on te #arket%
Segmentation) targeting) positioning Segmentation$ )e McCafé custo#ers can be *ivi*e* into four seg#ents base* on teir caracteristicsJnee*sJbeaviourJattitu*esE students segment) %usiness
people segment) tourist segment an* train passengers segment% &tu*ent seg#ent consists of #ore tan 20 tousan* &6issJinternational stu*ents 6o stu*y in ausanne% )e train assenger seg#ent consists of 27 #illion transit assengers assing te ausanne rail6ay station every year% )e registere* oulation of ausanne is 12/ tousan* eole%
11
&tu*ents of ausanne are te #ulticultural grou% )ey ave *ierent religions, *ierent backgroun*s an* co#e fro# *ierent fa#ilies% )eir age varies fro# 1I to 2I years ol*% &o#e of te# are &6iss, but #any of te# co#e fro# *ierent countries for teir stu*ies an* ave *ierent er#itsJvisas% 8ue to teir age an* status, #ost of te# can be consi*ere* as te lo6er<#i**le class% McCafé attracts te# because of its rices an* Dne ro*ucts% )e ricer stu*ents is a se#ierlan* is an e"ensive tourist *estination% McCafé attracts te# because it is a art of Mc8onal*9s in*ustry -te ro*ucts are al#ost te sa#e all over te 6orl*.% )ey kno6 6at tey ay for, before or*ering% )rain assenger is te secon* #ost *iverse seg#ent% )ey can be bot teenagers an* a*ults% &enior citi>ens refer not to enter Mc8onal*9s -#ostly because of te bran* reutation an* self
Targeting$ )e #ain focus is on te t6o #ost oular an* largest McCafé seg#entsE stu*ents an* train assengers% For tese grous tere is a lot of i#rove#ents tat soul* be *one in McCafé is ausanne% Business eole an* tourists seg#ents are #ostly satisDe* 6it McCafé ro*ucts% )ey are not as attractive custo#ers for McCafé as te stu*ents an* te train assengers, *ue to te seticity of te café location% n a**ition, te business class seg#ent is relatively s#all an* consists of 12
ricer eole% )ey usually eat at te cafes nearest to teir oces, 6ic ave better reutation% )e tourists also is a s#aller seg#ent, 6ic consists #ostly of te ricer eole@ tey refer to eat at te tyical &6iss cafes 6it te tyical &6iss cuisine% )e ricer stu*ents *o not interest McCafé as te otential custo#ers *ue to te si>e of te seg#ent% &tu*ents nee* #ore lace to sit *o6n, a bigger variety of ro*ucts an* better i#age of McCafé% )ese roble#s can be solve* as *escribe* in &'() oortunities section of te #arket lan -oints 1,4,,H.% nvesting #oney in te a*vertise#ent ca#aign can create a better i#age for te café an* attract #ore young custo#ers% )e train assengers ave to get teir or*ers fast% &o#eti#es McCafé faces a roble# of te long lines% t can be solve* by srea*ing te Mc8onal*9s electronic or*ering syste# to McCafé% McCafé also can create #ore searate cas *esks 6it *ierent lines like in Mc8onal*9s restaurant% )rain assengers also nee* a co#fortable area to sit *o6n% )e solution for tis roble# can be easily solve*% )e solution is *escribe* in te &'() oortunities section of te #arket lan -oint 4.%
Positioning$ )e osition tat McCafé as to take, regar*ing te #ost oular grous of te cosen seg#ents, #ust be relate* to te =uick service an* relatively sort lines% t soul* also reresent its strongest a*vantages ? relatively lo6 rices for te Dne ro*ucts% For e"a#le te goo* a*vertise#ent ca#aign #ay be le* 6it te slogans :Finest ro*ucts for te lo6est rices;, :Pay less for better ro*ucts;% )is 6ill attract #ore stu*ents, since it e#asi>es te a*vantage McCafé as on te si#ilar &tarbucks, 6ic ro*ucts cost #ore% )e train assengers 6ill be intereste* in seeing tat tey 6ill get a =uick service% )is can be le* by te slogans :&ortest lines an* fastest service; or :Ouick an* Dne service;% Bot grous are intereste* in aving #ore laces to sit *o6n% f tis roble# 6ill be solve*, McCafé 6ill increase te nu#ber of its custo#ers signiDcantly% )e slogan for te future i#rove#ent #ay be :McCafé *e la
14
gareE rivate area 6it Dnest ro*ucts for te lo6est rices;% )e secial area for McCafé visitors is te rior i#rove#ent tat soul* be *one%
'%*ectives and issues +irection% 1. #roving te area for McCafé custo#ers can be classiDe* as #o*ifying e"isting ro*ucts for e"isting #arket, if te lace rovi*e* by te restaurant can be classiDe* as a ro*uct% 2. Creating a better variety of ro*ucts is #arketing ne6 ro*ucts in e"isting #arket%
'%*ectives -all te *ea*lines are given regar*ing te beginning of te 6orks 6ill take lace on te 1 st of Marc 2012.%
,inancial '%*ectives$ &ort
Marketing '%*ectives$ &ort
1
1. #rove te variety of ro*ucts% A** H ne6 ro*ucts -*rinksJ*essertsJsnacks. by te en* of Marc -41 st Marc 2012.% 2. Finis te construction 6orks by *ivi*ing te Mc8onal*9s restaurant into t6o searate areas by te en* of te Marc -41 st Marc 2012.% ong
Societal '%*ectives$ &ortations or te Greeneace% 4. &tart te #a+or a*vertise#ent ca#aign by te en* of Marc% -41st Marc 2012. ongations or te Greeneace%
1H
)ese ob+ectives #ay see# rater unroDtable@ o6ever, tey 6ill el to increase te i#age of McCafé signiDcantly% )ey 6ill also #ake McCafé #ore fasionable an* tren*y lace regar*ing te &tarbucks9s ractice% )ese canges 6ill attract ne6 custo#ers, 6o care about te lanet, taking into consi*eration tat ausanne is beco#ing a very eco
Marketing strategy and programmes Strategy$ )e canges of enlarging te area an* creating a better variety of ro*ucts 6ill be consi*ere* as te strategy of gro6t < ro*uct *evelo#ent% )ere is no nee* to cange te #arket, since McCafé alrea*y covers te #ost interesting an* attractive seg#ents of te business eole, stu*ents, an* train assengers, 6o use it regularly% )e only 6ay to e"an* te McCafé9s #arket in ausanne 6ill be #o*ifying te e"isting ro*ucts as te variety of foo* an* *rinks, an* creating #ore laces to sit for te custo#ers% )ese innovations 6ill attract #ore eole of te covere* seg#ents to te café% All te innovations 6ill be rocee*e* by te en* of 2012, in te erio* of 10 #onts -fro# te 1 st of Marc to 41 st of 8ece#ber.%
Creating a private area for McCafé customers$ )e secial area for McCafé can be create* in Mc8onal*9s restaurant in t6o si#le 6ays% )e Drst an* si#lest 6ay 6oul* be *ivi*ing te Drst oor by te soun*rooDng glass 6all% )e café 6ill be locate* on te left si*e of te restaurant% )e furniture soul* be relace* by #uc #ore co#fortable, but cea sofas an* ar#cairs% )e glass 6ill acco#lis tree goals at once% t 6ill create te rivate at#osere, isolate te lace fro# noise an* s#ell co#ing fro# Mc8onal*9s restaurant% &earating te restaurant in tis 6as *oes not re=uire a lot of invest#ents an* ti#e% )e construction can be *one in one 6eek% )o #ake it even ceaer, a 6ole oor #ay be given to te McCafé custo#ers, an* Mc8onal*9s custo#ers 6ill ave to go u 6it teir #eals% o6ever, *oing it in tis 6ay, 6ill *ecrease te oularity of Mc8onal*9s bet6een eole, 6o can not use stairs for " or y reason% t 6ill 1I
also create a lot of unuse* sace, 6ic coul* be use* in a #uc #ore ecient 6ay% )e secon* 6ay is #ore co#licate* an* 6ill re=uire #ore ti#e an* resources% )e i*ea is to create all ne6 McCafé on one alf of te secon* oor of te Mc8onal*9s restaurant% )e secon* oor of Mc8onal*9s as a great but unuse* otential% )ere are a lot of saces u tere, but tey are rarely occuie*% Mc8onal*9s custo#ers are not al6ays 6illing to go u, 6ile te McCafé custo#ers refer to rela" 6it te vie6 an* in te co#fortable at#osere% )e area 6ill be searate* by te glass 6all@ it 6ill be very co#fortable an* rivate 6it te vie6 on te train station% At te sa#e ti#e, McCafé on te Drst oor 6ill be *e#olise* an* 6ill beco#e a art of Mc8onal*9s fast
Expanding the product range of McCafé$ )e e"ansion of te ro*uct range is anoter goal of McCafé% Creating a better variety of ro*ucts soul* be *one in a classic 6ay using te revious e"erience% f t6o to Dve ne6 ro*ucts 6ill be a**e* to te #enu eac #ont, te variety of McCafé 6ill continuously i#rove, an* by te en* of te year, it 6ill be as 6i*e as in &tarbucks% )e rices soul* not be raise*@ te co#any soul* kee its bran*<ro#ise ? ig =uality for lo6 rices% )is 6ill be te key factor of *ierentiating an* selecting McCafé fro# its co#etitors% As 6as sai* before, te ro*ucts soul* be 100 fair
Charity programmes$ 17
)e carity as al6ays been an* 6ill be te Mc8onal*9s key to kee te better i#age an* bring te custo#ers9 attention a6ay fro# te reutation of unealty fast
Advertising$ Creating a kno6<o6 bran* ro#ise, 6ic 6ill beco#e te #ain slogan of McCafé in ausanne 6ill increase te ublic interest in te café an* 6ill attract #ore custo#ers% )e best otion at te #o#ent is :McCaféE #eilleur =ualité our tous; -Fr% best =uality for all.% t is sort but very convincing% t *escribes McCafé9s #ain valuesE =uality an* rice% :Best =uality for all; #eans te ig<=uality ro*ucts are aor*able for everyone% )e a*vertising of McCafé can be le* in *ierent 6ays% )e si#les, #ost ecient an* ceaest 6ay 6ill be an*ing out couons to te rior seg#ent ? stu*ents% )is can be *one near te biggest university in ausanne ? K5, 6ere tousan*s of stu*ents ave teir classes every*ay%
,inancial plans -%udgets. #udgets$ &earation of te caféE
1/
)e Drst 6ay of searating McCafé fro# Mc8onal*9s *oes not re=uire a lot of invest#ents an* as a great otential% )e construction 6ork re=uire* 6ill cost Dve tousan* &6iss Francs -buil*ing a glass 6all, canging so#e interior *etails.@ te ne6 furniture 6ill cost tree tousan* Francs% )e secon* 6ay of creating te rivate area 6it te ne6 cas *esks is #ore co#licate* an* re=uires a lot #ore invest#ents% )e rice for te nee*e* 6ork is 10 tousan* &6iss Francs% -creating a rivate sector on te secon* oor 6it all ne6 cas *esks@ i#roving te at#osereJinteriors@ canging interiorsJre#oving McCafé on te Drst oor.% )e furniture 6ill cost #ore *ue to te bigger area of McCafé in te secon* lan% )e rice 6ill be si" tousan* &6iss Francs% )e given rices #ay vary *ue to te bran*sJco#aniesJoter circu#stances% A*oting ne6 ro*ucts for te caféE nclu*ing a ne6 ro*uct in te #enu is not a co#licate* ting to *o, esecially for te Mc8onal*9s in*ustry 6it teir tecnology an* e"erience% t is also not very e"ensive% o6ever, *ue to te ne6 fairations is to *onate H to 10 of te #ontly earnings to te *ierent carity organi>ations an* create a reutation of te #ost caring about te lanet café% A*vertisingE A*vertising of McCafé in a couon giving 6ay *oes not re=uire a lot of invest#ents but very roDtable in te en*% )e costs areE e#loying te eole, 6o 6ill an*le out te couons -if iring Dve stu*ents 6ill for te +ob ? on average Dve tousan* francs a #ont%.@ an* actual value of te couons -on average one franc 6ort of ro*ucts for McCafé ? but seven francs for te #arket rice of te ro*uct in McCafé.%
13
,orecasts$ )e canges, 6ic 6ill be #a*e in McCafé, 6ill i#rove te turnover an* roDtability of te café% !"ansion of te café in te Drst 6ay 6ill increase te #ontly turnover by 10 % )e secon* 6ay 6ill increase te roDt by 20 % )e invest#ents #a*e for te Drst 6ay of te e"ansion 6ill return in one #ont, te return of invest#ents for te secon* 6ay of e"ansion 6ill return in t6o #onts% )e invest#ents for te ne6 ro*ucts vary in rice, an* tey are very
Metrics and implementation controls Metrics$ Marketing #etrics for McCafé 6ere create* accor*ing to te available #arket researc% )ey are te best esti#ates an* tey can #easure te rogress on a regular basis% !ac #easure#ents soul* be taken once a #ont accor*ing to te oints liste* bello6% Financial #etricsE 1% 2% 4% %
Montly roDtJa#ount of sales% 5u#ber of clients er #ont% (ccuancy of te café% Most active seg#ent of te custo#ers%
Marketing #etricsE 1% 5u#ber of ro*ucts McCafé oersJnu#ber of ne6 ro*ucts% 2% Percentage of ne6 custo#ers ac=uire*% 20
4% &atisfaction of te custo#ers -oering an otional =uestionnaire about te ne6 McCafé to te custo#ers once a #ont.% &ocietal #etricsE 1% 5u#ber of ne6 fairations% )e a*vertising ca#aign 6it te couons cannot be #easure* recisely, but accor*ing to te available researc, every t6o of te ten stu*ents -20., 6o 6ere given te couons, 6ill use te# in te McCafé% (ne stu*ent on average 6ill bring fro# one to tree frien*s 6it i#%
(mplementation$ )e #arketing lan create* nee*s a very goo* control to succee*% )e Drst ste of control is te ti#e% )e *ea*lines for te #arketing lan are set in te 6ay correson*ing 6it te ob+ectives% 8ue to te *iculties, 6ic #ay occur because of "Jy reason, te Dnal *ea*line is t6o 6eeks a6ay fro# te ti#es given for reali>ation of ob+ectives% )at syste# allo6s one to D" te occurre* #istake or get out of te certain situation% )e bu*gets *escribe* in te Dnance section are as accurate, as tey can be 6it te #arket researc tat 6as alie*% o6ever, tere is a ossibility of te a**itional costs in te construction rocess% t is very i#ortant to ave an insurance if tere 6ill be any *ivergence 6it te bu*get lan% Mc8onal*9s can assure tis insurance because te resources in its *isosal% )e #a+or #easure#ents soul* be taken accor*ing to te arove* #etrics of te #arketing lan eac #ont% )ere 6ill also be te a**itional *aily #easure#ents, 6ic 6ill ave te si#ilar statistics as #etrics but less infor#ation% o6ever, tey 6ill be as i#ortant as te #ontly #etrics, because tey 6ill be te key to *eter#ine te future *ivergence% !ac #easure#ent soul* be carefully stu*ie* an* e"a#ine* by te #anagers% f tey so6 tat tere is a ossibility of a future *ivergence 6it te lan, te #istake #ust be D"e* i##e*iately% f i#ossible, te canges soul* be i##e*iately #a*e to te lan, 6ic 6ill allo6 reventing te occurring situation an* succee*ing any6ay% f te McCafé9s a*vertising ca#aign 6ill go 6rong, an* te results 6ill not #eet te e"ectations, te co#any 6ill cange te ca#aign% 21
o6ever, te assu#tions 6ere #a*e base* on te #arket researc an* 6ere 6i*ely use* in te oter café in*ustries% )e couon #eto* is consi*ere* reliable an* 6as teste* over ti#e% For te i#le#entation of te #arketing lan, te control soul* be alie* at *ierent levelsE 1% Business unit -if café acieves results as e"ecte*.@ 2% Marketing #i" activities -evaluation of te results of ro*uct, ricing, sales targets, a6areness of te a*vertising ca#aigns.@ 4% Progra##e -evaluation of te erfor#ance of te rogra##es.% )e #arketing control 6ill be alie* in four stagesE 1% )e annual control 6ill be *one once a year, an* it 6ill evaluate te overall annual erfor#ance of McCafé by co#aring te results 6it te #etrics results an* ob+ectives of te #arketing lan% t 6ill be te #ain control ceck of te overall erfor#ance of McCafé% 2% Financial control is all relate* to te inner econo#y of McCafé% t 6ill evaluate all te #istakes in bu*get calculations an* co#are te actual #etrics results to te forecasts% 4% &trategic control is resonsible for te #anaging of McCafé% t 6ill evaluate te rofessionalis# an* erfor#ance of te #anagers% % Pro*uctivity control is te #ost i#ortant control ceck, 6ic 6ill *eter#ine te eciency of te 6ole #arketing rocess of McCafé% t 6ill evaluate all te #arketing activities launce* at McCafé an* 6ill *eter#ine teir eciency% )e correct an* récise* control is very i#ortant an* 6ill lay a very signiDcant role in te reali>ation of te #arketing lan for McCafé% (verall, te lan is si#le, but at te sa#e ti#e very callenging% )e e"ecte* results can be acieve* only 6it te ar* 6ork% f McCafé in ausanne 6ill go troug te si#le canges an* acco#lis its ob+ectives, it 6ill ave all te cances to beco#e te nu#ber one coee selling cafe of ausanne%
22
