Contents

• Part 1 2
• Introduction 2
• Analysis of the External and Internal Environment 2
• External Environment 2
• PESTLE 2
• Porter’s Five Forces 5
• Internal Environment 6
• Strategic Position 6
• SWOT Analysis 7
• Market Environment 8
• Marketing Plan Objectives 9
• Vision 9
• Mission 9
• Target Segment 10
• Positioning 10
• Marketing Mix 11
• Part 2 13
• References 16

Description

Coffee is one of the favourite drinks among the adults across United Kingdom. Around 60% of the people in UK prefer coffee as the favourite beverage while socializing (Euromonitor, 2015). To most of the citizens drinking coffee everyday has become essential. There is increase in the knowledge of people about the coffee and hence some prefer only certain brands and some people want to try different flavours (Shubber, 2015). UK has a favourable environment for coffee businesses since coffee is the most preferred drink among adults in the country. ACME Coffee based in Hull plans to offer unique coffee to its customers, which is traditionally made. The company aims to get the coffee beans from Colombia and offer coffee with unique flavour to its target segment by not blending the coffee and keeping the original taste of the coffee intact. UK has large coffee chains across the country and also has several smaller coffee houses, which can give a tough competition to ACME Coffee. Joe Blogs, the owner of the company plans to import the coffee plans to import coffee beans from Colombia and to keep the original taste would not blend it. He plans to use social media and news papers along with flyers to create awareness about his coffee house. The coffee house plans to provide the best coffee for affordable prices, which would encourage people of all ages. ACME Coffee aims to offer the best coffee by keeping the taste of the coffee original. Following is the market analysis and marketing plan for ACME Coffee.