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Marketing Fundamentals

Contents

Marketing plan part 1 – Situational analysis.

Mission statement

Vision.

Business goals.

Objectives of Alaise.

Environmental Analysis.

PESTLE analysis of Alaise.

Competitive Analysis.

Target Market Analysis.

Competitive Environment

Muse.

Smith’s Alternatives.

Beyond Q..

Competitive landscape.

Key success factors of the café industry.

SWOT analysis.

Strength.

Weakness.

Opportunity.

Threats.

Marketing plan part 2 – Marketing strategy.

Marketing strategies.

Product/ Service strategy.

Distribution strategy.

Market mix.

Promotion/ communication strategy.

Loyalty cards.

Gift card promotions.

Website announcement and promos.

Exe....