Marketing Management Essay Example | Topics and Well Written Essays - 2000 words - 1

Marketing Management - Essay Example Such criticism has hindered the growth of Manga Cafe which has the potential to expand across the international markets. In this report, the marketing plan for Manga Cafe in London has been outlined. The Cafe will be started as a private brand in Shad Thames and it will target the Japanese nationals in London, students, tourists and travellers and people interested in Japanese culture. The primary target market of Cafe will fall between the age group of 15 and 44. The situation analysis predict that a huge number of Japanese nationals reside in London for many years. The competition in the cafe industry is tough however; the other cafes are primarily competition on quality and prices. In this report, the marketing mix has been developed based on the objectives of the company. The impact of technology and new media developments on Manga Cafe has also been discussed. Finally, the sustainability of the company in regard to its marketing strategy has been analysed. SITUATION ANALYSIS The situation analysis of Manga Cafe has been done by using the 4C framework. Customers The total population of London was 6,061,000 in 2009. The total population of Japanese in London in 2004 was 17,000 which have grown to 18,000 in 2009 (Table II). The significant number of Japanese nationals in London actually predicts a considerably large number of customers of Manga Cafe in Japan. Competitors A number of cafes are present in London and three largest Cafe operators in the city include Costa Coffee, Starbucks and Nero. The following positioning map shows the position of potential customers of Manga Cafe in London. The figure shows that Starbucks has been positioned as the brand with average quality of product and services for relatively high prices. Starbucks aims to launch more stores in West London because the company aims to maintain its position as the number of coffee chain in Britain (Neate, 2009). Costa Cafe has been positioned as a brand with good quality product and service s available at relatively average prices. Nero is the brand which is offering high quality product and services at very reasonable costs. Figure: Positioning Map Company Manga Cafe is a Japanese Cafe which provides a place to the people who have interest in reading Japanese comics. This company attracts a huge Japanese audience because this Cafe demonstrates the Japanese culture. Manga Cafe has also expanded internationally by establishing cafe in Paris. Context Demand of cultural cafes is increasing in London because of the increasing number of immigrants in London. The immigrants from Italy and Spain have introduced cultural cafes in London. Moreover, the Japanese community is expanding in London because of the increasing number of Japanese students are moving to London for higher studies. Objectives Manga Cafe will operate with an objective to attract 18,000 Japanese nationals living in London in its first year of operations. The Cafe will have an objective to have at least 100 v isitors on an average day. MARKETING STRATEGY Target Market Five customer segments have been identified as the major target market for the Manga Cafe. These target segments include a specific age