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

1、雀巢咖啡的营销企划方案 MARKETING PLANS OF NetCafA MARKETING PLAN FOR NetCaf1.EXECUTIVE SUMMARYThe goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the NetCaf marketing plan a reality in the year 2003.NetCaf, unlike a typical cafe, provid

2、es a unique forum for communication and entertainment through the medium of Internet. NetCaf is the answer to an increasing demand. The public wants: (1) an access to the methods of communication and volumes of information now available on the Internet, and (2) a place to socialize and to share thei

3、r experiences with friends and colleagues.Marketing will play a vital role in the success of NetCaf. NetCaf must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertisements. Marketing efforts are just the beginning by the time a p

4、otential customer enters NetCaf for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer satisfaction.Our target markets include:Students from nearby housing centers. Business people from downtown

5、 business centers and professional buildings. Seniors from nearby retirement facilities. 2.SITUATION ANALYSISNetCaf will open its doors for business in Shanghai in a month. Our goal is that customers will be impressed with our offerings, so we need to focus our efforts on implementing the strategies

6、, programs, and tactics.Differentiating ourselves from other traditional cafes give us the ability to effectively compete on the beverage and pastry side of the business with the already entrenched competition. The Internet service of the business is rapidly being accepted by the local community. St

7、udents love to gather for late-night sessions, nearby seniors are getting a glimpse of what the Internet offers, and local business people love to stop by for a quick bite and an email check.2.1 Market Summary NetCaf is faced with the exciting opportunity of being the pioneer in the local cyber-cafe

8、 market. The consistent popularity of coffee, combined with the growing interest in the Internet, has been proven to be a winning concept in other markets and will produce the same results here.All three target markets for the NetCaf service are growing at a relatively fast pace. Were faced with a l

9、arge number of potential customers, and were offering a needed service.Target Market Growth:University students continue to grow at a steady pace in China, at nearly 4% Office staffs in the downtown area and nearby professional buildings continue to add value, growing at 3% Seniors are becoming an i

10、mportant part of downtown business, growing at almost 6% Teens continue to play a major role in downtown foot-traffic, growing at 2%2.1.1 Market DemographicsNetCafs customers can be divided into two groups. The first group is familiar with the Internet and desires a progressive and inviting atmosphe

11、re where they can get out of their offices or homes to enjoy a great cup of coffee and Internet access. This group is made up of students from the University of Shanghai and business people from nearby downtown offices and professional centers.The second group is not as familiar with the Internet. T

12、his group is made up of seniors from the downtown retirement centers. There are three large retirement centers in the downtown area, and currently none of them offer Internet access to their residents. Seniors represent a growing segment of Internet users. They use the Internet to communicate with f

13、riends and family and they will be regular users of the NetCaf service.2.1.2 Market NeedsFactors, such as addiction, and historical sales data ensure that the high demand for coffee will remain constant over the next five years.The rapid growth of the Internet and online services that has been witne

14、ssed worldwide is only the beginning of a long-lived trend towards an economy built on the infrastructure of the Internet. The potential growth of the Internet is enormous, to the point where one day, a computer terminal with an online connection will be as common and necessary as a telephone or a t

15、oilet. This may be 5 or 10 years down the road, but for the next five years, the online service provider market is sure to experience tremendous growth. Establishing itself as the first cyber-cafe in the area, NetCaf will enjoy the first-mover advantages of name recognition and customer loyalty. Ini

16、tially, NetCaf will hold a 100 percent share of the cyber-cafe market locally. In the next year, competitors will enter the market. NetCaf has set a goal to consistently maintain a market share of greater than fifty percent.2.1.3 Market TrendsThe Internet has become a point of conversation in almost

17、 all social groups. People are talking about sites they visited, business people are talking about Internet-based businesses, and kids are talking about the latest Internet clubs and chat rooms. People like to communicate their Internet experiences with their friends, colleagues, and families. Howev

18、er, it can be difficult to do it in front of a computer terminal at the office or in the family study. A comfortable place to gather and share these experiences is becoming a real need.NetCaf will provide:A meeting place for business people interested in sharing their Internet-based business ideas.A

19、 social hub for students and young people interested in sharing a beverage and their Internet experiences with friends. A place for nearby seniors to gather and learn about the powers of the Internet and better communication methods. A stopping point for travelers in need of an Internet connection.A

20、 market survey was conducted four months ago . Key questions were asked of 400 potential customers. Some key findings include:35 subjects said they would be willing to pay for an access to the Internet. 2.50 an hour was the most popular hourly Internet fee. 24 subjects use the Internet to communicat

21、e with others on a regular basis.2.1.4 Market Growth The market for the services NetCaf will offer is growing rapidly. The cyber-cafe hasnt come to this area yet, but similar services are growing rapidly on a global scale. Large cities that cater to large numbers of traveling business people and tou

22、rists have been saturated with businesses offering the services NetCaf will offer. Business people use the Internet services to catch up on email and communications with their families, and tourists do the same. Our area supports a population that has many of the same needs and interests of this lar

23、ger group.The student population continues to grow as the University grows in popularity with high-school graduates. These students tend to have money and an interest in up-scale social centers. Business in the downtown area is on the rise with the coming completion of the new Compu-tech facility. N

24、etCaf will target these groups with radio and TV spots on local stations.2.2 SWOT AnalysisThe SWOT analysis provides us with an opportunity to examine the internal strengths and weaknesses NetCaf must address. It also allows us to examine the opportunities presented to NetCaf as well as potential th

25、reats.NetCaf has a valuable inventory of strengths that will help it succeed. These strengths include: a knowledgeable and friendly staff, state-of-the-art computer hardware, and a clear vision of the market need. Strengths are valuable, but it is also important to realize the weaknesses NetCaf must

26、 address. These weaknesses include: a dependence on quickly changing technology, and the cost factor associated with keeping state-of-the-art computer hardware.NetCafs strengths will help it capitalize on emerging opportunities. These opportunities include, but are not limited to, a growing populati

27、on of daily Internet users, and the growing social bonds fostered by the new Internet communities. Threats that NetCaf should be aware of include, the rapidly falling cost of Internet access, and emerging local competitors.2.2.1 Strengths 1.Knowledgeable and friendly staff. Weve gone to great length

28、s at NetCaf to find people with a passion for teaching and sharing their Internet experiences. Our staff is both knowledgeable and eager to please. 2.State-of-the art equipment. Part of the NetCaf experience includes access to state-of-the-art computer equipment. Our customers enjoy beautiful flat-s

29、creen displays, fast machines, and high-quality printers. 3.Up-scale ambiance. When you walk into NetCaf, youll feel the technology. High backed mahogany booths with flat-screen monitors inset into the walls provide a cozy hideaway for meetings and small friendly gatherings. Large round tables with

30、displays viewable from above provide a forum for larger gatherings and friendly how-to classes on the Internet. Aluminum track lighting and art from local artists sets the mood. Last, but not least, quality cappuccino machines and a glass pastry display case provide enticing refreshments. 4.Clear vi

31、sion of the market need. NetCaf knows what it takes to build an upscale cyber cafe. We know the customers, we know the technology, and we know how to build the service that will bring the two together.2.2.2 Weaknesses1.A dependence on quickly changing technology. NetCaf is a place for people to expe

32、rience the technology of the Internet. The technology that is the Internet changes rapidly. Product lifecycles are measured in weeks, not months. NetCaf needs to keep up with the technology because a lot of the NetCaf experience is technology. 2.Cost factors associated with keeping state-of-the-art hardware. Keeping up with the technology of the Internet is an expensive undertaking. NetCaf needs to balance technology needs with the other needs of the business. One aspect of the business cant be sacrificed for the other.2.