This report provides a strategic marketing analysis for Nando's Koffee, focusing on its potential expansion into the Bucharest market. It begins with an introduction outlining the application of the marketing mix to promote and create brand awareness for Koffee. The report then delves into the adaptation and standardization of the marketing mix, suggesting adjustments based on consumer preferences and market segments. It applies the Customer-Based Brand Equity (CBBE) model to understand consumer behavior and build a consumer-oriented brand. The importance of Integrated Marketing Communication (IMC) is discussed, along with recommendations for communication methods, such as display marketing and direct response. The report also evaluates ways to measure success, including market research and improvements in market share and profitability. The conclusion summarizes the findings and suggests approaches for adaptation and standardization in the Romanian market. References include sources on integrated marketing communication, brand marketing, and customer-based brand equity. The report includes an appendix with sample survey questions to gather customer feedback.
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