Marketing implementation plan for McCafe in UK

qwertyuiopasdfghjklzxcvb
nmqwertyuiopasdfghjklzxc
vbnmqwertyuiopasdfghjklz
xcvbnmqwertyuiopasdfghj
klzxcvbnmqwertyuiopasdf
ghjklzxcvbnmqwertyuiopas
dfghjklzxcvbnmqwertyuiop
asdfghjklzxcvbnmqwertyui
opasdfghjklzxcvbnmqwerty
uiopasdfghjklzxcvbnmqwe
rtyuiopasdfghjklzxcvbnmq
wertyuiopasdfghjklzxcvbn
mqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzx
cvbnmqwertyuiopasdfghjkl
zxcvbnmqwertyuiopasdfgh
jklzxcvbnmqwertyuiopasdf
Marketing implementation
plan for McCafe in UK

14
Contents
Assessment Task 1:....................................................................................................................1
1.1 Introduction and business description..............................................................................1
1.2 Implementation objectives................................................................................................1
1.3 Organizational Preparedness............................................................................................2
1.4 Key stakeholders..............................................................................................................4
1.5 Communication and team building strategies..................................................................5
1.6 Implementation Schedule.................................................................................................7
1.7 Media Plan........................................................................................................................8
1.8 Budget...............................................................................................................................8
1.9 Defining metrics, measurements and control processes...................................................9
1.10 Key risks and strategies for managing the same..........................................................10
Assessment Task 2:..................................................................................................................11
2.1 Establishing standards for measuring progress towards the planned objectives............11
2.2 Communication with different stakeholders..................................................................12
2.3 Collaboration between different teams...........................................................................13
2.4 Measuring actual performance through variance analysis of budget.............................13
2.5 Methods of gathering and analysing ongoing/future market research...........................13
2.6 Internal audits.................................................................................................................13
References................................................................................................................................15

14
Assessment Task 1:
1.1 Introduction and business description
Marketing is considered as the most essential and necessary activity for a business as it
enables the companies to reach out to maximum potential customers across their target
markets thereby achieving success and profitability in the overall business environment1. This
particular research paper is intended towards exploring the different marketing strategies and
steps implemented by McCafe in order to attain sustainability and competitiveness in the
targeted UK market. It has been perceived that by providing everyone free coffee,
McDonald’s has been able to make McCafe one of the biggest coffee sellers in all over UK.
The demand for coffee among the British is increasing considerably with every passing day.
95 million cups of coffee are sold per day as per the reports of 2018. The prime factors
influencing the targeted UK coffee market are socio-cultural preferences of the consumers,
political factors, fiscal and taxation norms, GDP growth of the UK coffee industry,
technological and legal factors2. The overall analysis will consider the different resources and
stakeholders involved in an effective marketing implementation plan adopted by McCafe for
operating in UK. Essential team building strategies and media plan for promotions have also
been depicted in this study. Moreover, the discussion highlighted the key risks and strategies
for managing the same.
1.2 Implementation objectives
This research project on McCafe’s marketing implementation plan has been undertaken in
order to achieve the following objectives illustrated through the SMART objectives
framework:
Criteria Objectives
Specific To investigate the importance of framing an effective marketing
implementation plan for McCafe in its targeted UK market
Measurable To prepare a proper budget plan for McCafe’s market operations in
UK
1 Getz, Donald. "Development, and Marketing." Sport and adventure tourism 49 (2012).
2 BoBo, Walker. "They Call It Le Big Mac: The Importance of Adapting to Local Preferences
in Marketing Strategy." PhD diss., The University of Mississippi, 2017.

14
Attainable/Achievable To demonstrate how different resources help in implementing a
specific marketing plan for the company
Realistic/Relevant To identify the key stakeholders involved in the marketing plan
Timely To prepare a definite timeframe for executing all the marketing
activities required for McCafe
1.3 Organizational Preparedness
An effective marketing plan comprises of all the necessary resources and facilities which
should be employed by the HR manager of McCafe in order make sure that all the activities
are undertaken in an effective manner3. The HR manager plays a pivotal role in choosing the
most appropriate resources that can help the company to manage their operations successfully
in the UK coffee industry. The most important resources required for McCafe in the
implementation of its marketing plan are:
 Human resources: These resources signify the employees and the suppliers engaged
within a company. Since UK is a prospective market promising all the companies to
excel in their own respective industrial domains, the HR manager of McDonald’s
needs to utilise this opportunity to select the best talents and potential staffs for
performing the activities of McCafe in the targeted market4. The demand for coffee
among the British is much higher and people spend most of the time in the cafes. The
company has a large number of efficient and talented employees who have so far
helped them in maintaining successful position in all their operating markets5. Hence
the manager must appoint skilled staffs at the McCafe outlets in UK that will have
knowledge of preparing the best quality and tasty coffee, smoothies as well as
complimentary dishes as preferred by the consumers. Tasks must be allotted to them
as per their specialisation and efficacies. Moreover, McCafe has a close network with
all its suppliers of fresh coffee beans and other ingredients for the dishes and thus
associating with them will help the company to execute all the activities in an
effective manner in the targeted market. The HR manager provides all sorts of
facilities and benefits to the employees and suppliers which keep them motivated and
3 Nguyen, Phi. "Are you prepared for international franchising." This is a presentation given
at the International Franchise Summit in Kuala (2015).
4 Dib, Allan. The 1-page marketing plan. Page Two Books, 2018.
5 Nguyen, Phi. "Are you prepared for international franchising." This is a presentation given
at the International Franchise Summit in Kuala (2015).