Knowing that you are studying for an MBA, your friend has asked you to develop a marketing plan for a small and independent coffee shop that she wishes to open in Peterborough. She is keen that you specially consider:
- The marketing environment is which she will operate
- A clear strategy for the segmentation and targeting
- An operational marketing plan.
You should therefore prepare the marketing plan which should be divided into 3 sections:
- 1: The analysis of the marketing environment
- 2: The strategic marketing plan
Guidelines for undertaking the proposal
- Section 1: The analysis of the marketing environment
This first section you answer the question "where are we?" by undertaking a marketing environment audit. This audit or analysis should cover:
- the macro (external) environment of the country into which the company will expand
- the micro (internal) environment
- the competition (using Porter's Five Forces analysis).
Your findings should be drawn together as a SWOT analysis,
- Section 2: The Marketing Plan
The marketing plan should answer the remaining three questions:
- Where do we want to be?
- How will we get there?
- How well did we do?
Where do we want to be? - You should set clear, SMART objectives for the new coffee shop
How well did we do? - There should be two sections:
1. The first section is the strategy and you should consider the STP strategy so that you have a clear target market which will be receptive to the proposed coffee shop and the tactical marketing plan should be in line with this target. You might also include Porter's generic strategy. You should incorporate the models into your report and evaluate their effectiveness
2. The second section should cover each of the 7Ps (with the exception of processes). There should be a greater emphasis on promotions. You should explain what your suggested plans, giving reasons for your recommendations. Theory should again be included wherever possible and evaluated.
How well did we do? - In the final section, you should discuss the control and evaluation techniques and matrices you plan to use, again giving reasons for your choices.
In the report it is important that you include:
- An explanation and use of marketing theory including processes, marketing models and techniques
- An application of marketing principles to the chosen company
- Reference to reading
- Report presentation