Ques: Prepare a Marketing Plan of Mc café which contains Micro and Macro environmental analysis, Positioning strategy and Buyer behavior affecting the marketing activities of Mc café.
Introduction
Micro environmental analysis
Macro environmental analysis
Positioning strategy for Mc café
Buyer behavior affecting the marketing activities of Mc café
Criteria for segmentation for Mc café
Marketing mix
B2B marketing strategies
Difference between International marketing and domestic marketing
Conclusion
References
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Mc Donald’s is a premiere fast food chain in the world. It will launch a new product in the super markets. Mc café will be launched by Mc Donald’s. The coffee will be served at Mc Donald’s restaurants and consumers will be able to purchase the coffee bags from retail stores. The coffee will be launched with various flavors. The organization has to develop a marketing plan to position the product in the market for a longer duration. Mc Donald’s will start a new era of serving coffee apart from the various range of fast food offered earlier. Mc Donald’s has to devise effective strategies of marketing to position itself in the market[1].
Mc café will be launched under the brand name of Mc Donald’s. There will be significant effect of the reputation of the fast food brand on the coffee brand. Mc café will have strong competition with the premiere and already established brands in the country. They are Starbucks, Barista. The customers will have direct impact on the business of the organization. The need of the customers regarding a coffee brand has to be analyzed in order to attract customers. One of the integral strategies of the organization is to develop marketing campaigns that will provide competitive advantage to Mc café. The employees in the organization will form an integral part to drive the growth of the business. The employees have to be motivated to develop extensive marketing plans for the success of the organization. Mc café has to develop an effective supply chain management strategy in order to supply the product to the end users. This will ensure the long term profitability of the organization. Mc café can gain market share by developing appropriate marketing plans to attract the target market. The brand image can be improved by using media for the promotion of the product[2].
Mc Donald’s identifies the changing trend of the business. They have been constantly innovating themselves to meet the changing business needs. There is growing demand of café shops. Keeping it in mind Mc Donald’s has launched its café brand Mc café. Mc Donald’s is one of the premiere fast food brands. It has good reputation in the market. The consumers will positively respond to their new product. The strong network of the Mc Donald’s brand can be used to target the market segments.The purchasing power of the consumers will affect the brand. The economic conditions in a particular country have to be considered. Mc café has to adhere with the laws and regulations of the country in sourcing the various raw materials. Mc café has to blend with the current trend and focus on sustainability. It must be ensured by Mc café that it does not violate the laws and regulations of the country.
Mc Donald’s has a well defined target market. Since there are strong competitors in the market, the positioning strategy for Mc café has to be strong. Mc café is launched under the brand image of Mc Donald’s. This brand value will work positively for gaining market share. The target market for Mc café will be customers who prefer quality coffee. The organization has to do a segmentation analysis to identify the target market. Extensive marketing campaigns will be beneficial for the organization. Discounts and various offers will attract the customers. The experience of the customers over a cup of coffee has to be enriching and enjoyable. The environment in the café shops has to be family friendly. The quality of the drink will be the key selling proposition for the brand. The strategy for positioning will be based on the consumer needs.
The buying behavior of the customers has to be analyzed in order to identify the target market segment. The reasons for preferring a particular coffee brand over other has to be assessed. The consumers will be likely to prefer a coffee brand that has good reputation in the market and fulfill the requirement of the consumers. The quality of service at the coffee shops will affect the buying behavior of the consumers. The marketing activities of Mc café have to be planned according to the buying behavior of the consumers. The organization will be able to achieve its goal if the marketing plans of the organization meet with the expectations of the consumers[3][4].
Market segmentation is a resourceful strategy for fulfilling the strategy of the organization. The segmentation of the market is done by Mc café according to the demographics i.e. age, income, gender and ethnic background. Geographic segmentation is done by the organization on the basis of size of the market, population density of the market and the climatic and economic conditions of the country. Psychographic segmentation will help in analyzing the psychology of the potential customers. This will help in identifying the target market.
The market mix will be useful for Mc Donald’s in strategic implementation of its marketing strategies. Mc Café will be able to maximize its sales based on perfect concoction of the marketing mix.
Mc café will be created in such a manner so that it is able to enhance the experience of the customers. This will drive the sales of Mc Donald’s and the newly launched coffee brand will be successful. The addition of the coffee brand will increase the sales of the giant fast food chain. Mc café will be a drink for everyone.
The price of the Mc café drinks will be just below the price of the competitor’s products. The price of the drinks will be a little cheaper than the drinks offered by Starbucks. The pricing of the products will not be too low. Otherwise it will reflect poor quality of product. The pricing strategy should not diminish the appeal of the product to the consumers.
Mc café will be available in stores of Mc Donald’s. There can be separate coffee shops under the brand name of Mc café. This will increase the visibility of the product. The sales of the coffee will rise.
The promotional activities for Mc café will be devised in such a manner so that the product is seen everywhere from newspaper ads to television commercials. The customers should be encouraged to try the new drink. This can be done by using signs and posters of Mc café in the stores of Mc Donald’s. The “Happy Hour” for Mc Donald’s from 2pm to 5pm will serve Mc café at discounted price. This will increase the attraction of the customers towards the product.
The product has to present in an innovative way. The drinks have to be presented with various decorations. The product will be made to satisfy the need of the customers. The experience of the consumers will be enhanced after consuming the drink[5][6].
The B2B marketing strategies will enhance the relationship of Mc Donald’s with their suppliers and the partners. It will increase the sales of the organization. Mc café has to maintain good relations with the supply chain partners in order to build an effective distribution channel. The B2B marketing will channelize the organization to a wider market.
Apart from marketing the new product of Mc Donald’s domestically, the product will be launched at the International stores. The organization has to abide by the tariff and non tariff barriers of International trade. The government rules and regulations of the country have to be followed. This will remove any kind of government interference and the product can be exported without any issues. However, marketing the product domestically will have no interference from the Government. The marketing of the product has to be done according to the culture of the foreign country. In case of domestic marketing cultural issues will not arise. There is high risk involved in international marketing. The acceptance of the new product by a foreign country requires effective marketing. It is difficult to gain acceptance in the foreign market.
Conclusion
Mc café is a premium product under the brand Mc Donald’s. The marketing plan for the product has to be oriented towards the target market. The brand will gain acceptance from the consumers. There are already established coffee brands in the country. The marketing mix of the product has to be unique and innovative. Mc café has to available in all the stores of Mc Donald’s domestically as well as internationally. The customers will be aware of the brand from the advertisements in Televisions and newspapers. Special discounts and offers will increase the attention of the product towards the customers. The concept of Happy Hour is innovative and it will attract consumers towards the product. The popularity of the product will depend on the acceptance of the product by the consumers. The product will be of high quality and enrich the experience of the customers.
References
Belk R, Research In Consumer Behavior (Emerald 2010)
Cass A and others, Consumer Behaviour (2014)
Kokemuller N, ‘Six Microenvironmental Factors That Affect Businesses’ (Small Business – Chron.com, 2014)
Masterson R and Pickton D, Marketing (SAGE 2010)
McDonald’s UK, ‘Welcome To Mccafé’ (2014)
PETERSON H, ‘4 Ways Mcdonald’s Is Desperately Marketing Mccafe Coffee’ (Business Insider, 2014)
[1] McDonald’s UK, ‘Welcome To Mccafé’ (2014).
[2] Neil Kokemuller, ‘Six Microenvironmental Factors That Affect Businesses’ (Small Business – Chron.com, 2014)
[3] Aron O’ Cass and others, Consumer Behaviour (2014).
[4]Russell W Belk, Research In Consumer Behavior (Emerald 2010).
[5] Rosalind Masterson and David Pickton, Marketing (SAGE 2010).
[6] Neil Kokemuller, ‘Six Microenvironmental Factors That Affect Businesses’ (Small Business – Chron.com, 2014)
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