[마케팅전략] 맥카페 Mc cafe 마케팅 플랜(영문)

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레포트 > 경제경영계열
2010.06.30
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[마케팅전략] 맥카페 Mc cafe 마케팅 플랜(영문)

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[마케팅전략] 맥카페 Mc cafe 마케팅 플랜(영문)에 대한 자료입니다.

Ⅰ. Executive Summary
Ⅱ. Current Marketing Situation
1. Market Description
2. Product Review
3. Competitive Review
4. Channels Review
Ⅲ. Strengths, Weaknesses, Opportunities, and Threat Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threat Analysis
Ⅳ. Objectives and Issues
1. First-year Objectives
2. Second-year Objectives
3. Issues
Ⅴ. Marketing Strategy
1. Product Strategy
2. Pricing Strategy
3. Place Strategy
4. Promotion Strategy
5. Marketing Research
6. Marketing Organization
Ⅵ. Budgets
Ⅶ. Controls

본문내용

Ⅲ. Strengths, Weaknesses, Opportunities, and Threat Analysis

1. Strengths
(1) Pricing. The Mc Cafe is priced about 20%~59% lower than other brand like Starbucks, Coffee bean, Hollys coffee. It is the most strength of the our brand. According to statistics 80% of Korean think that Starbucks's coffee is very expensive. So Mc cafe can appeal to Korean with low price.
(2) Stores. The Mc Cafe have a lots of stores nationally. Even though Mc Cafe is sold in 234 stores (more less 61 than starbucks), Mc Cafe's store is expected to be expanded because Mc donalds have about 300 stores in korea.

2. Weaknesses
(1) Distrusting of quality. Korean usually think that low priced product has low quality. So many korean consider Mc cafe that sells low priced coffee sell low qualitied products.
(2) Market Share. In 2008, Starbucks occupied 33% of coffee market (cafe), Coffee bean 15% and hollys 12%. This show that Mc cafe is still depressed in Korea coffee market.
(3) Products. Mc cafe sell only three products Americano, Cappuccino and Caffè Latte. However, Starbucks has 39 products. Accordingly Mc cafe is
(4) An atmosphere of stores. Current cafes sell not only coffees but also a place felt comfortable and elegant. However Mc cafe stores selling coffees with hamburgers doesn't give a comfortable place but place that is noisy and consisted of unpleasant smell of hamburgers.

#Mc #is #cafe