BUSINESS ASSIGNMENT Essay Example | Topics and Well Written Essays - 1250 words

BUSINESS ASSIGNMENT - Essay fontThe naval division has been done by using demographics and behavioural strategies. The target market has been chosen after identifying the surface and profitability of the segments. After developing the fix strategy, the marketing mix has been created for the target market. Finally, an overview of the financial plan of Manga coffeehouse has been discussed. IDENTIFIED PROBLEM The business plan of effectuateing Manga Cafe in capital of the United Kingdom appears to be a unique idea as there is currently non such cafe in capital of the United Kingdom however, because of the aggressive competition among the international brands in the UK Cafe industry Manga Cafe needs a truly well-organised and efficient marketing plan. INDUSTRY COMPETITION Various coffee brands are operating in London however, the three largest market leaders include Starbucks, Costa Coffee and Nero. The following positioning map shows the positioning of major cafe providers in L ondon based on their quality of services and prices. Starbucks being the market leader is offering average quality but at very high prices, therefore, shares of Starbucks are declining not only in UK but in most of its major markets (Bishopric, 2011). Costa is expanding throughout UK because of its reasonable prices and cave in quality and in 2010/2011, company aims to open 130 more outlets in the UK (Bakeryinfo, 2010). Nero is considered as a cheesy brand which offers value through high quality products and services. Positioning Map THE PRODUCT/SERVICE rendering Manga Cafes are very popular among the Japanese communities. The increasing number of Japanese residents in the UK builds a bullnecked demand for Manga Cafes in the UK, European and foreign markets. Since there is no Manga Cafe in London yet, therefore, launch of Manga Cafe in London appears to be a feasible business option. This cafe will replete the increasing demand of Japanese comics in Europe. The cafe will offer a platform to the stack where they can come and enjoy reading Japanese comics. Moreover, additional services will also be offered to entertain the visitors such as Japanese food, internet facility, games and DVDs. The visitors will be charged based on their duration of stay in the cafe. MARKETING PLAN Market Segmentation To segment the market, demographics and behavioral segmentation strategies have been used. In demographics segmentation, the consumers have been segmented based on their age, profession and nationality. Age The age convocation structure of London in 2001 is given below (Office for National Statistics, 2002). Age Structure of People in London Source Office for National Statistics Profession The second demographic unsettled is profession and in London people belonging to different professions such as education, workers, professionals, unemployed reside. Nationality The third demographic variable is nationality and since Manga Cafe is a Japanese cafe therefore, only Japanese nationals will be directly targeted. However, the thorough population of London in 2009 was 7,686,000 and it includes around people with 34 different nationalities (London.gov.uk, 2010). Table London people by Nationality Source London.gov.uk In behavioral segmentation, the consumers who will be having knowledge, interest and positive attitude towards Japanese culture will be