StudentShare solutions
Triangle menu

Caffe Nero - 5 year Marketing Plan - Coursework Example

Extract of sample
Caffe Nero - 5 year Marketing Plan

Today, millions of people across the globe enjoy a wide range of coffee products offered by Caffe Nero. The core value is to offer the customers with highest quality services and products to keep them staying again and again. Caffe Nero promoted a culture of progression and innovation and has generated around ?165.6 million GBP in 2011 (Caffe Nero website: Performance page). The company intends to grow its operations by setting up new outlets throughout the United Kingdom during next five years. Our vision is to entice locals from around the areas to come and try all the unique and delicious coffee and related food our shops have to offer. We want the atmosphere to be a family friendly environment in our coffee shops where people feel comfortable, hanging out, and having a good time, while having an up-class feel with different coffees and food available for customers to enjoy. This marketing plan has been prepared after analyzing various issues regarding the coffee industry in United Kingdom. The main objective of this marketing plan is to highlight the critical issues for successful launching of new outlets of Caffe Nero in UK during next five years and to attain a competitive edge against well-established rivalries in the market. We believe that by getting crucial financial support through the sale within first two years, Caffe Nero will be able to capture 17-23% of the coffee shop industry in UK. The project has estimated that it will enjoy a 25 to 30% market share by the end of 2017. Market Analysis United Kingdom is going to be a new growing country of coffee drinkers as its coffee industry is one of the most competitive coffee industries in the world. The industry had done a business of around ?5.8 billion in the market which was an increment of 7.5% to the preceding year. The role of UK coffee industry is quite substantial in the overall economic growth of United Kingdom as the coffee chains support the strength of shopping malls as well as attract the customers towards other surrounding businesses. The UK coffee market consists of independent coffee outlets, branded chains, and non-specialized operators, making a combined total of about 15,723 coffee outlets in UK ( The competition is quite severe between different competitors especially Costa Coffee, Starbucks, and Caffe Nero are the three leading chains in the industry. Costa Coffee is leading the industry having a market share of 40.4% while Starbucks stands two with a share of 30.7%. Caffe Nero has a market share of 14% and is facing great competition from the other two rivals. Costa Coffee, Starbucks, and Caffe Nero have 1552, 757, and 530 outlets respectively and thus have more than 80% combined share of coffee market (Peach Report, July 2012). The competition is getting stronger day by day because the products are of similar nature; therefore, customers have numbers of choices to switch over from one brand or taste to the other. It is estimated that UK coffee market will exceed 20,000 outlets mark by the end of ...Show more


xxxxx Student No. 12345 CAFFE NERO FIVE YEAR MARKETING PLAN Professor: ABC Xxxxx xxxx College Department of XXXX XXXX 30 March, 2013 (Total Words: 2518) Table of Contents Contents Page No Executive Summary 03 Market Analysis 04 Situational Analysis 05 SWOT Analysis 05 PEST Analysis 06 Objectives 07 Market Segmentation Strategy 08 Marketing Strategy 08 Product 09 Price 09 Place 10 Promotion 10 Action Program 11 Control 11 Appendix-I: Products Caffe Nero 12 Works Cited 13 xxxx Subject: Marketing Topic: Five Year Marketing Plan 30 March, 2013 Executive Summary Caffe Nero is primarily a UK based coffee house chain, founded by Gerry Ford in 1997…
Author : delldeckow
Caffe Nero - 5 year Marketing Plan essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the coursework on your topic
"Caffe Nero - 5 year Marketing Plan"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Business Plan for the coffee shop
This essay discusses that the new coffee shops will provide the customers with the chance to make a variety of choices regarding the products and services offered in the market. The coffee shops will mostly rely on customer service and quality products as a strategy to retain existing customers and attracting new customers.
6 pages (1500 words) Coursework
Marketing Plan
This brand is for health conscious people who are very concerned about their calorie count and nutritional value, of whatever they eat or drink. VegShot is perfect for weight-watchers as it contains NO sugar, zero calories, negligible acid content and rich flavors when compared with normal carbonated drinks available in the market.
2 pages (500 words) Coursework
Marketing Plan
The Lighthouse restaurant will offer deliveries, fast pick-ups, in-house meals and monthly packages for office workers in partnership with others. Healthy eating at the right
15 pages (3750 words) Coursework
A 3-Year Marketing Plan for a new smart phone
This would need state-of-the art production facilities and recruiting quality engineers to show their quality with the manufacturing of the smart phone. The company already has its production facilities and required technology in order to launch the venture of
16 pages (4000 words) Coursework
Marketing Plan
This paper presents a brief marketing plan for Auto Tech Associates considering major parts in the plan such as mission and vision statement, marketing objectives, core competencies and competitive advantage.
5 pages (1250 words) Coursework
Marketing Plan
BMW (UK) Ltd. Imports cars and pays in Euros (BMW 2012). Thus when the UK Pound is strong, these cars cost more and therefore become more expensive. However, when the Euro is strong imported cars become relatively cheaper. The United Kingdom is highly
6 pages (1500 words) Coursework
Marketing Plan
Although Jade is yet to be launched, the shop prospects greater-than-anticipated demand for its perfumes, and the survey research as indicated that the target market of perfume customers would like to
12 pages (3000 words) Coursework
Marketing Plan
Although Jade is yet to be launched, the shop prospects greater-than-anticipated demand for its perfumes, and the survey research as indicated that the target market of perfume customers would like to
12 pages (3000 words) Coursework
Marketing plan
renowned globally with customers associating the company’s coffee houses with an outstanding atmosphere and quality customer service that defines a memorable experience. Without doubt, Starbucks has recognized the value of the service-profit chain. This paper will discuss how
2 pages (500 words) Coursework
Ten Year Plan
I hope to build professional networks through a possible admission into a retail banking sector.
1 pages (250 words) Coursework
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us