Social Media Marketing Plan for Bright Coffee House (MKT3025)

This report presents a comprehensive social media marketing plan for Bright Coffee House, a small UK-based coffee house aiming to enhance its market presence. The plan encompasses a marketing audit, including SWOT and PESTLE analyses, to assess the current market situation and identify opportunities and threats. It defines specific marketing objectives and outlines strategies for segmenting, targeting, and positioning the brand. The report details the selection of social media zones like Twitter, Facebook, and Instagram, and creates an experience strategy to engage the target audience. An activation plan, spanning four months, is established, including promotional strategies, employee training, and performance monitoring. The report also addresses financial management and concludes with an emphasis on the importance of social media marketing for business growth and customer engagement. The plan leverages technology and innovation to drive productivity and profitability.

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TABLE OF CONTENT
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Social media marketing plan..............................................................................................................3
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9

INTRODUCTION
Social media marketing plan is one of the most important business function which
enables to develop strong position into digital business world where there are various new
brands and enterprises coming up with high competitive business world. Social media
marketing plan highly influences strong position onto big parameters for gaining highly
positive business world which keenly develops marketing position. Bright coffee house is one
of the new brands of coffee house coming up into industry having large innovative products
within menu to gain strong customers market share. The report discusses social media
marketing plan where marketing audit, state objectives and insights into target audience
where social media zones are explained. Report also analyses experience strategy plan with
establishment of activation plan along with measure of budgets and controls (Alalwan, Rana
and Algharabat, 2017).
MAIN BODY
Social media marketing plan
Executive summary: Social media marketing is one of the most important concept for
regulating strong business formats and functional operations to gain strong business position
in the set industry. The social media posse’s high position for marketing and high end
benchmark growth for gaining strong power onto higher business value which will enable
cafe to build strong position for itself in industry. Bright house cafe which is a small
enterprise within UK beverage industry aims to be most marketable and functional in all
positions with high end best products and services.
Marketing audit (current marketing situation)
The marketing audit aims to bring analysis on all marketable situations where all
factors of analysis is focused to develop strong parameters of internal analysis and external
analysis through which detailed working paradigms can be set for gaining strong output
services. Bright coffee house will focus on marketing audit where all factors strengths,
weakness and further business external opportunities can be analysed for building stronger
business value.
SWOT (internal analysis)
Strengths:

 Innovative marketing tools, products and services
 Strong marketing position into business world
 Large portfolio of menu to serve customers (Dahl,2018).
Weaknesses:
 Bright coffee house faces tough competition from external sources of competition
 Higher ranging prices of raw materials
 Less technicality into working parameters
Opportunities:
 To bring on new synergy of strong business developed working scenario
 To gain strong competitive position of quality standards at work
 To develop new working fundamentals at work
Threats:
 Excessive demands among consumers business market share
 High range of market development among competitors business positions
 New companies and brands coming up into food and beverages industry.
Pestle (external analysis)
 Political factors: Bright coffee house has strong position for itself in the UK industry
and can also work forward for expansion into international horizon but with Brexit
can face tough competition and also low functional position into business (Duffett,
2017). Economic factors: UK economy has strong parameters working within where
business is focused towards aiming higher proposed business value but with changing
business situation bright coffee house has to strategically focus onto developing larger
proposition. Social factors: Bright coffee house is working towards optimum social factors which
are prevailing within customer’s market share where there has been huge growth
among products quality standards and services to be highly competitive among other
brands.
 Technological factors: Bright coffee house is known to be using latest technology
factor to bring on stronger outputs and higher functional strength paradigms which

will gain higher technology end and also wider profitability among consumers
business world.
 Legal factors: Bright coffee house has been utmost present to follow all legal
formalities and business factors which will further develop long term efficiency and
higher functional strength to bring longer business value onto international working
frames (Iankova, Davies and Yau, 2019). Environment factors: Bright coffee house for building strong position fort itself has
to focus on gaining strong factors of environment paradigms which will enable to gain
strong profitability and high customers goodwill among larger business scenario .
Objectives:
 Bright coffee house has marketing objectives to bring on various products of best
innovation and high quality standards along with high marketing paradigms which
will be based onto set horizons for longer working progression.
 Bright coffee house business objective to bring on best menu of all items within food
and beverages to provide customers with best services and uplift various parameters
of higher strengthened business objectives (Ismail, 2017).
 Bright houses coffee also aims to be highly professional among all business objectives
with its set paradigms which has functionally brought huge goodwill among all
market share, with strong profitability of revenue and longer working hemispheres.
STP
 Segmenting: The bright coffee house can segment its marketing position among
consumers market share among various segments to easily target further with various
marketing proposition value. Segmenting will further add to high correlated business
value among consumers market share and also profoundly develop various high
profitability among business operations.
 Targeting: Targeting will be focused to bring on smarter business value segments and
functionally program out innovative marketing segments which will further add to
higher goodwill and functional paradigms. Targeting further adds to rational synergy
of stronger innovation within all functional steps and gain stronger working
parameters.
 Positioning: Positioning will be focusing Bright Coffee house cafe to position itself
as one of the best cafe and developed business networks onto varied business

segments which will further add to higher rational synergy and more technological
upgraded services.
Target audience:
Bright coffee house cafe aims to target all age group people but specifically the
younger generation’s people who wish to experience high class comfortable experience with
best infrastructure and digital outlay onto various paradigms which will enable to gain
stronger customer share. The target audiences will be promoted to develop higher business
value with best marketing activities and relative strength which will enable in building long
term position among set paradigms through which there is also larger vision and developed
business framework. The target audiences will be the coffee lovers and various marketing
segments factors shall be revived to build on strong developed working ethics onto which
further determinants can be set (Keegan and Rowley, 2017).
Social media zones:
 Twitter: Bright cafe house will be using twitter social media platform to productively
use the promotional strategies and reach out to large segments of customers with
various innovative products and services. The cafe promotional strategies will be
balanced and functionally targeted to promote best paradigms where twitter is an
effective promotional tool onto social media platforms. The various parameters of
advertisements will be focused to develop cafe page and also determine various
standards of focused advertisements onto larger vision.
 Face book: Bright coffee house will be using Facebook to program out best
promotional strategies through pages and videos marketing where facebook has been
taking up the huge business opportunity and being highly competitive world. The
world of changing business dynamics into social media networking has been working
with strong high rational synergy to bring on more dynamics which will grow onto
bigger levels.
 Instagram: Bright cafe house plan to use instagram for further procession of working
procedures where the platform provides vivid transformation synergy options and
strong marketing strategies which will enable to get detailed business framework. The
instagram will be highly effective working platform for company to produce long
term position into industry where there is large proportion of development and to
reach high customer market share (Shareef, Mukerji and Islam, 2019).

Experience strategy: The experience will enable them to focus on new working platforms
where the bright house coffee club shall be focusing to gain new strategies from past
experiences and to develop stronger business framework. There has been high scale
experiences discovered which will promote new working horizons and segment new
parameters through which highly they will be able to work onto new strategies. There has
been high experience attached for business men to look upon by analyzing various
determinants from past working paradigms, which will further aid to be highly effective to
bring on large business opportunities into large competitive world.
Activation plan:
 The social media marketing channel will be focused within time frame of 4 months
where Bright house cafe will be programming out new functional parameters of
advertisements and high scale marketing for new segments. Activation plan will
further enable to get stronger working paradigms with larger vision, keen
development strategies and high parameters of functional energy which will program
out new factors of social media marketing.
 The activation plan will bring forward new scale of services and innovative marketing
with large effective menus along with beverages, menu advertisements through which
large customers can be attracted to be highly segmented and positioned into various
factors. Their shall be more training of employees within all departments onto various
programmed working horizons where customers satisfaction levels will be highly
propagated onto new levels and for further progressive developed working
hemisphere (Stephen, 2016). Further the weaknesses and threat of high competition among business world and
dynamic working opportunities shall be focused on to gain stronger vision along with
relative developed working parameters. Bright coffee house shall be using new
opportunities and strengths of innovative marketing segments which will also
determine new rational services and function all new synergy for larger vision
development. The activation plan shall be focused to bring on more technology into
inner production and promotional working avenues through which more efficiency
shall be built. Monitoring of all performances shall be done within period of 4 months of time
period where the use of various metrics will enable get developed working strengths
through which more targeted determinants shall be formed to gain higher profitability.

The activation plan shall focus to bring on various parameters to gains stronger and
higher marketing potentiality which will aim to be more productive outputs.
Management and measure:
Bright coffee house aims to be more productive to bring on higher performance
working parameters and also measurable working paradigms to be highly relative with
changing business demands with changing hemisphere of time for higher revenue (Tuten,
and Solomon, 2017). The financial management activities are focused to bring on higher
performance metrics with high relative keen development which will enable to get long
term financial position and determine goodwill among consumers. The bright coffee house
is highly recognised to be best cafe and also with new social media marketing strategies it
will be more progressive with changing viability of tine periods and higher preferences
shall be more rational to keenly upgrade the new standards. Financial reports shall be
examined within continuous evaluation period of few months with smart innovation and
technology to bring on larger cultivation of stronger working paradigms through which
larger accounts can be managed further.
CONCLUSION
The report can be concluded with detailed explanatory conclusion to bring on the
importance of social media marketing where there are large factors to built on higher
effective working paradigms and also larger vision to be developed onto further. The report
has concluded how bright coffee house can be built into larger productive working business
where the technology advancement will enable to form higher effective working strengths
with continuous working strength. Report has further concluded how more consumers can be
segmented and targeted to be in the customer market share where there are large social media
zones and platforms to gain more high focused marketing vision with higher responsive
paradigms to develop larger profitability and goodwill. Report has also concluded larger
proactive decisions to invest in training and development of employees within cafe through
which higher gathered determinants of stronger working technology paradigms can be
enhanced. Bright house cafe through social media marketing plan can functionally bring
forward various diameter of new segments among consumers to optimum develop strong
place among marketing segments where there is high competitive business development.

These factors will enable to develop business and relative technology which will further aid
to build higher productive growth among onto various aspects (Yadav and Rahman, 2017).
REFERENCES
Books and journals
Alalwan, A.A., Rana, N.P., and Algharabat, R., 2017. Social media in marketing: A review
and analysis of the existing literature. Telematics and Informatics, 34(7),
pp.1177-1190.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Duffett, R. G., 2017. Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers.
Iankova, S., Davies, I.,. and Yau, A., 2019. A comparison of social media marketing between
B2B, B2C and mixed business models. Industrial Marketing Management, 81,
pp.169-179.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty. Asia Pacific Journal of Marketing and Logistics.

Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision.
Shareef, M.A., Mukerji, B.,. and Islam, R., 2019. Social media marketing: Comparative effect
of advertisement sources. Journal of Retailing and Consumer Services. 46.
pp.58-69
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Yadav, M. and Rahman, Z., 2017. Measuring consumer perception of social media marketing
activities in e-commerce industry: Scale development & validation. Telematics
and Informatics. 34(7). pp.1294-1307.