Cafe Nero Environment, Swot Analysis, Smart Objectives

2788 words 12 pages
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Caffè Nero Facts 3

Environment Analysis 3 SWOT Analysis 5 SMART OBJECTIVES 6 SEGMENTATION 7 Marketing strategies 7 7Ps 8 Monitor and evaluating plan 10 Conclusion 10

FACTS | Gerry Ford set Caffe Nero up in 1997. His ambition was to bring a continental-style café to Great Britain with authentic Italian coffee, extremely good customer
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Management have also resisted the temptation to take marginal sites simply to acquire greater store numbers. The roll-out is tightly controlled.
Focus on brand values – despite the success of the Caffé Nero concept management have remained focused on the core product. Numerous opportunities have arisen to accelerate the roll-out both in the UK and internationally but management are unwilling to sacrifice the core brand values.
These results were a further confirmation of the strength of the Caffé Nero business model and the high quality management. With the underlying coffee bar market in the UK continuing to show good growth the outlook remains exciting for the group.
Caffè Nero has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time.
The organization is dependent on a main competitive benefit, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.
The company has the opportunity to develop its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.
Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.
The biggest threat is the growth of other major competitors like Starbuck,


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