MARKETING PLAN

Café Coffee Day

[Name of the Institute]

Executive Summary

In this paper, we have crafted a marketing plan for the purpose of brand expansion for “Café Coffee Day” in UK market. The main role of articulating this marketing plan is to lure the business capitalist to put resources into our task. The mission of the company is simple one, to be the best Cafe chain by offering a world class coffee experience at affordable prices. This marketing plan will be emulated by an engaging and maintainable return of more than 20 percent profit for our venture. We have completed PESTLE analysis, SWOT analysis, marketing mix, and ratio analysis of the business. The anticipated balance sheet and income statement is additionally put forth to give a complete viewpoint to our business plan.

Cafe Coffee Day

Introduction

Cafe Coffee Day is an award winning Indian based company owned by Amalgamated Bean Coffee Trading Company (Café Coffee Day, 2013). It is considered to be the biggest Arabica beans produced in Asia, which also exports to different countries like Japan, Europe and United States of America. It began its operation with a retail restaurant in Bangalore in 1996, which then expanded its retail shops in different cities to 1000 cafes by 2011. It was named as “most popular hangout joint amongst youth”, and was also as “India's most popular coffee joint”, both in 2011. This report presents the marketing plan for brand expansion of Indian based cafe into UK market.

Discussion

The mission of the Cafe Coffee Day is,

“Our mission is a simple one. To be the best Cafe chain by offering a world class coffee experience at affordable prices.”

SWOT Analysis

Strength

Weakness

Strong brand name and visibility

Target group is of huge number, i.e. youth

Brilliant service and ambiance

More than thousand outlets

It is also a coffee producer that reduces the cost.

Fails to maintain brand loyalty

Wrong selection of sites

Opportunity

Threat

Growing of coffee industry all over the world

People are preferring cafes for meetings and hangouts.

Going international

Increasing competition in coffee industry, cafes like Costa Coffee, Starbucks, Mochas, Braista etc.

PESTLE Analysis

Political Environment

The Political situation of the country is viable for a company where it is operating its business activities. It is amongst the major concern for a company that plays a vital role in both, the failure or the success of a company. It is recommended that investment has to be paid in a country where political situations are safe and predictable. The government in UK is politically stable and is successfully serving its consecutive third term (Davies et al., 2010, p.22). The overall political situation is also very much stable in the country, only the terrorist attacks of 2005 did raise a few concerns, but those too were addressed and supplemented by the strict law enforcement and high alert security that followed. Even the taxation on businesses in the UK follows one of the most attractive tax policies for businesses all around the world.

Economic Environment

The economic environment of the country is dependent on the product mix and marketing strategy of the company. The open economy of the UK ...