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A. INTRODUCTION – Marketing Plan For Café Union
This marketing plan is aimed at promoting the products and services that are offered by Café Union, a premium food service establishment located in London Victoria. As a new food service establishment, Café Union aims at cutting an edge in the competitive food service industry. This objective can be attained through this accurately planned marketing plan. The main aim of this marketing plan is to assess the industry within which Café Union operates and understand the current trends. Marketing Plan For Café Union.
The marketing plan also aims at taking a thorough assessment the business environment by carrying out a macro and micro environmental analysis. In light of the informant generated from this analysis, it will be possible to come up with competitive marketing strategies that will position Café Union as the most preferred foods service establishment in London Victoria. Therefore, this marketing plan will mainly carry out a thorough marketing analysis and using this information set out objectives and come up with marketing strategies to achieve the set objectives. Marketing Plan For Café Union.
The market audit will be conducted during this time to identify whether this objective was achieved or not. If it was not achieved, the company will come up with a new strategy or restructure the initial plan. For instance, the company may decide to increase its investments on advertisement to ensure that a large number of customers are reached. Hitt et al. (2005, p. 37) indicate that businesses should closely monitor their marketing plans to identify the challenges faced and offer appropriate solutions. The company will use quality and control measures by ensuring that their coffee must have a certain threshold.
Café Union will plan for marketing contingencies by analyzing the high and low sales forecasts. This will be done to determine the effects on the objectives. For instance, if the sales forecast of one year goes below the set threshold what actions will be taken? In our case, when the sales follow below the expected point during the first year of operation, the company will take new actions as indicated in the table below.
|Period||Sales||Costs ($)||Profits ($)|
|June 1, 2013 to August 30, 2013||12,000||8,000||10,000|
|September 1, 2013 to November 30, 2013||15,000||12,000||8,000|
|December 1, 2013 to March 30, 2014||17,000||25,000||23,000|
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