– MKT 500 Marketing Management
1. Introduction The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals for a planned discount internet café. Café Loco, unlike a typical cafe, provides a unique forum for communication and entertainment through the medium of the Internet. Café Loco is the answer to an increasing demand. The public wants a place to enjoy delicious coffee products, at discount prices; a place to socialize and share these experiences with friends and colleagues and access to methods of communication (internet, multi-purpose systems). Café Loco’s marketing team will perform due diligence and research the market leaders in
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4. Leader or Follower Initially, Café Loco hopes to carve a niche in the coffeehouse industry by offering a place for people to experience a quiet place to have a great cup of coffee, at a discounted price. Sticking to low prices is critical for market success. Café Loco will provide another medium of where to gather socially and partake in coffee products, but at a lower cost to the consumer. Along with that, Café Loco can create niche market by providing more upscale stores with LCD television screens and other technological services. With gain in market share, Café Loco will set its sights on the market leaders and hopes to one day become a leader in the coffee house industry. 5. Macro-Environment Issues The retail coffee industry in this US has experienced tremendous growth since the 1990s moving into the mature stage of its life cycle. Many factors contribute to the large demand for good coffee: The student population at the local universities, medical center and downtown business district, not to mention the outlying suburbs in Harris County. The popularity of coffeehouses has grown exponentially. Café Loc seeks to provide its customers with affordable coffee products in an innovative and supportive environment.
6. Trends that Impact the Business Coffee