Developing a Marketing Plan for McCafe UK: Strategies and Metrics

This report provides a comprehensive marketing plan for McCafe UK, a coffee-house-style food and beverage chain owned by McDonald's. It includes defining the target market, conducting customer research, preparing a budget, and ensuring organizational preparedness. The plan outlines strategies for effective communication with stakeholders like the government, farmers, employees, investors, customers, and communities. Implementation involves a media plan with promotion through social media and digital campaigns. The report also addresses defining metrics, measurements, control processes, and key risk strategies, including collaboration between different teams and internal audits. References to various marketing and business publications are included.

MARKETING PLAN
FOR MCCAFE (UK)

BUSINESS DESCRIPTION
McCafé –
 A renowned coffee-house-
style food as well as
beverage chain.
 One of the largest coffee
sellers in UK
 Owner-McDonald's.
 Marketing strategy-Free
coffee to everyone.

1.2 IMPLEMENTATION OBJECTIVES
 This includes
 Determination of
target market
 Conducting research
to know about the
customers
 Finding out
attributes to grab
the targeted
customers
 Prepare budget

ORGANIZATIONAL PREPAREDNESS
The growth graph of McCafe is indicative of effective and optimum
usage of the human, technical, intellectual as well as financial
resources by the company.

ORGANIZATIONAL PREPAREDNESS

KEY STAKEHOLDERS
Stakeholder
s:
•Government
•Farmers,
•Employees
•Investors
•Customers
•Communities

STRATEGIES FOR EFFECTIVE COMMUNICATION AND
BUILDING TEAMS

IMPLEMENTATION SCHEDULE

MEDIA PLAN
 Promotion through
social media like
Facebook, Twitter,
Instagram, Pinterest
and Google+
 Promotion through
other digital platforms
like YouTube
 Promotion through
digital campaigns

BUDGET

DEFINING METRICS, MEASUREMENTS AND CONTROL PROCESSES

KEY RISK STRATEGIES

2.3 COLLABORATION BETWEEN DIFFERENT TEAMS

OTHER FACTORS
 Measuring actual performance
through variance analysis of
budget
 Measuring actual performance
through variance analysis of
budget
 Internal audits

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