雀巢咖啡的营销企划方案 MARKETING PLANS OF NetCafé.docx

雀巢咖啡的营销企划方案 MARKETING PLANS OF NetCafé.docx

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雀巢咖啡的营销企划方案MARKETINGPLANSOFNetCafé

AMARKETINGPLANFORNetCafé

1.EXECUTIVESUMMARY

Thegoalofthismarketingplanistooutlinethestrategies,tactics,andprogramsthatwillmakethesalesgoalsoutlinedintheNetCafémarketingplanarealityintheyear2003.

NetCafé,unlikeatypicalcafe,providesauniqueforumforcommunicationandentertainmentthroughthemediumofInternet.NetCaféistheanswertoanincreasingdemand.Thepublicwants:

（1）anaccesstothemethodsofcommunicationandvolumesofinformationnowavailableontheInternet,and

（2）aplacetosocializeandtosharetheirexperienceswithfriendsandcolleagues.

MarketingwillplayavitalroleinthesuccessofNetCafé.NetCafémustbuildabrandaroundtheservicesitoffersbyheavilypromotingitselfthroughlocaltelevision,radio,andprintadvertisements.MarketingeffortsarejustthebeginningbythetimeapotentialcustomerentersNetCaféforthefirsttime.Astrongemphasiswillbeputonkeepingcustomersandbuildingbrandloyaltythroughprogramsfocusedonstaffing,experience,andcustomersatisfaction.

Ourtargetmarketsinclude:

∙Studentsfromnearbyhousingcenters.

∙Businesspeoplefromdowntownbusinesscentersandprofessionalbuildings.

∙Seniorsfromnearbyretirementfacilities.

2.SITUATIONANALYSIS

NetCaféwillopenitsdoorsforbusinessinShanghaiinamonth.Ourgoalisthatcustomerswillbeimpressedwithourofferings,soweneedtofocusoureffortsonimplementingthestrategies,programs,andtactics.

Differentiatingourselvesfromothertraditionalcafesgiveustheabilitytoeffectivelycompeteonthebeverageandpastrysideofthebusinesswiththealreadyentrenchedcompetition.

TheInternetserviceofthebusinessisrapidlybeingacceptedbythelocalcommunity.Studentslovetogatherforlate-nightsessions,nearbyseniorsaregettingaglimpseofwhattheInternetoffers,andlocalbusinesspeoplelovetostopbyforaquickbiteandanemailcheck.

2.1MarketSummary

NetCaféisfacedwiththeexcitingopportunityofbeingthepioneerinthelocalcyber-cafemarket.Theconsistentpopularityofcoffee,combinedwiththegrowinginterestintheInternet,hasbeenproventobeawinningconceptinothermarketsandwillproducethesameresultshere.

AllthreetargetmarketsfortheNetCaféservicearegrowingatarelativelyfastpace.We'refacedwithalargenumberofpotentialcustomers,andwe'reofferinganeededservice.

TargetMarketGrowth:

∙UniversitystudentscontinuetogrowatasteadypaceinChina,atnearly4%

∙Officestaffsinthedowntownareaandnearbyprofessionalbuildingscontinuetoaddvalue,growingat3%

∙Seniorsarebecominganimportantpartofdowntownbusiness,growingatalmost6%

∙Teenscontinuetoplayamajorroleindowntownfoot-traffic,growingat2%

2.1.1MarketDemographics

NetCafé'scustomerscanbedividedintotwogroups.ThefirstgroupisfamiliarwiththeInternetanddesiresaprogressiveandinvitingatmospherewheretheycangetoutoftheirofficesorhomestoenjoyagreatcupofcoffeeandInternetaccess.ThisgroupismadeupofstudentsfromtheUniversityofShanghaiandbusinesspeoplefromnearbydowntownofficesandprofessionalcenters.

ThesecondgroupisnotasfamiliarwiththeInternet.Thisgroupismadeupofseniorsfromthedowntownretirementcenters.Therearethreelargeretirementcentersinthedowntownarea,andcurrentlynoneofthemofferInternetaccesstotheirresidents.SeniorsrepresentagrowingsegmentofInternetusers.TheyusetheInternettocommunicatewithfriendsandfamilyandtheywillberegularusersoftheNetCaféservice.

2.1.2MarketNeeds

Factors,suchasaddiction,andhistoricalsalesdataensurethatthehighdemandforcoffeewillremainconstantoverthenextfiveyears.

TherapidgrowthoftheInternetandonlineservicesthathasbeenwitnessedworldwideisonlythebeginningofalong-livedtrendtowardsaneconomybuiltontheinfrastructureoftheInternet.ThepotentialgrowthoftheInternetisenormous,tothepointwhereoneday,acomputerterminalwithanonlineconnectionwillbeascommonandnecessaryasatelephoneoratoilet.Thismaybe5or10yearsdowntheroad,butforthenextfiveyears,theonlineserviceprovidermarketissuretoexperiencetremendousgrowth.Establishingitselfasthefirstcyber-cafeinthearea,NetCaféwillenjoythefirst-moveradvantagesofnamerecognitionandcustomerloyalty.Initially,NetCaféwillholda100percentshareofthecyber-cafemarketlocally.Inthenextyear,competitorswillenterthemarket.NetCaféhassetagoaltoconsistentlymaintainamarketshareofgreaterthanfiftypercent.

2.1.3MarketTrends

TheInternethasbecomeapointofconversationinalmostallsocialgroups.Peoplearetalkingaboutsitestheyvisited,businesspeoplearetalkingaboutInternet-basedbusinesses,andkidsaretalkingaboutthelatestInternetclubsandchatrooms.PeopleliketocommunicatetheirInternetexperienceswiththeirfriends,colleagues,andfamilies.However,itcanbedifficulttodoitinfrontofacomputerterminalattheofficeorinthefamilystudy.Acomfortableplacetogatherandsharetheseexperiencesisbecomingarealneed.

NetCaféwillprovide:

∙AmeetingplaceforbusinesspeopleinterestedinsharingtheirInternet-basedbusinessideas.

∙AsocialhubforstudentsandyoungpeopleinterestedinsharingabeverageandtheirInternetexperienceswithfriends.

∙AplacefornearbyseniorstogatherandlearnaboutthepowersoftheInternetandbettercommunicationmethods.

∙AstoppingpointfortravelersinneedofanInternetconnection.

Amarketsurveywasconductedfourmonthsago.Keyquestionswereaskedof400potentialcustomers.Somekeyfindingsinclude:

∙35subjectssaidtheywouldbewillingtopayforanaccesstotheInternet.

∙¥2.50anhourwasthemostpopularhourlyInternetfee.

∙24subjectsusetheInternettocommunicatewithothersonaregularbasis.

2.1.4MarketGrowth

ThemarketfortheservicesNetCaféwillofferisgrowingrapidly.Thecyber-cafehasn'tcometothisareayet,butsimilarservicesaregrowingrapidlyonaglobalscale.LargecitiesthatcatertolargenumbersoftravelingbusinesspeopleandtouristshavebeensaturatedwithbusinessesofferingtheservicesNetCaféwilloffer.BusinesspeopleusetheInternetservicestocatchuponemailandcommunicationswiththeirfamilies,andtouristsdothesame.Ourareasupportsapopulationthathasmanyofthesameneedsandinterestsofthislargergroup.

ThestudentpopulationcontinuestogrowastheUniversitygrowsinpopularitywithhigh-schoolgraduates.Thesestudentstendtohavemoneyandaninterestinup-scalesocialcenters.BusinessinthedowntownareaisontherisewiththecomingcompletionofthenewCompu-techfacility.NetCaféwilltargetthesegroupswithradioandTVspotsonlocalstations.

2.2SWOTAnalysis

TheSWOTanalysisprovidesuswithanopportunitytoexaminetheinternalstrengthsandweaknessesNetCafémustaddress.ItalsoallowsustoexaminetheopportunitiespresentedtoNetCaféaswellaspotentialthreats.

NetCaféhasavaluableinventoryofstrengthsthatwillhelpitsucceed.Thesestrengthsinclude:

aknowledgeableandfriendlystaff,state-of-the-artcomputerhardware,andaclearvisionofthemarketneed.Strengthsarevaluable,butitisalsoimportanttorealizetheweaknessesNetCafémustaddress.Theseweaknessesinclude:

adependenceonquicklychangingtechnology,andthecostfactorassociatedwithkeepingstate-of-the-artcomputerhardware.

NetCafé'sstrengthswillhelpitcapitalizeonemergingopportunities.Theseopportunitiesinclude,butarenotlimitedto,agrowingpopulationofdailyInternetusers,andthegrowingsocialbondsfosteredbythenewInternetcommunities.ThreatsthatNetCaféshouldbeawareofinclude,therapidlyfallingcostofInternetaccess,andemerginglocalcompetitors.

2.2.1Strengths

1.Knowledgeableandfriendlystaff.We'vegonetogreatlengthsatNetCafétofindpeoplewithapassionforteachingandsharingtheirInternetexperiences.Ourstaffisbothknowledgeableandeagertoplease.

2.State-of-theartequipment.PartoftheNetCaféexperienceincludesaccesstostate-of-the-artcomputerequipment.Ourcustomersenjoybeautifulflat-screendisplays,fastmachines,andhigh-qualityprinters.

3.Up-scaleambiance.WhenyouwalkintoNetCafé,you'llfeelthetechnology.Highbackedmahoganyboothswithflat-screenmonitorsinsetintothewallsprovideacozyhideawayformeetingsandsmallfriendlygatherings.Largeroundtableswithdisplaysviewablefromaboveprovideaforumforlargergatheringsandfriendly"how-to"classesontheInternet.Aluminumtracklightingandartfromlocalartistssetsthemood.Last,butnotleast,qualitycappuccinomachinesandaglasspastrydisplaycaseprovideenticingrefreshments.

4.Clearvisionofthemarketneed.NetCaféknowswhatittakestobuildanupscalecybercafe.Weknowthecustomers,weknowthetechnology,andweknowhowtobuildtheservicethatwillbringthetwotogether.

2.2.2Weaknesses

1.Adependenceonquicklychangingtechnology.NetCaféisaplaceforpeopletoexperiencethetechnologyoftheInternet.ThetechnologythatistheInternetchangesrapidly.Productlifecyclesaremeasuredinweeks,notmonths.NetCaféneedstokeepupwiththetechnologybecausealotoftheNetCaféexperienceistechnology.

2.Costfactorsassociatedwithkeepingstate-of-the-arthardware.KeepingupwiththetechnologyoftheInternetisanexpensiveundertaking.NetCaféneedstobalancetechnologyneedswiththeotherneedsofthebusiness.Oneaspectofthebusinesscan'tbesacrificedfortheother.

2.