McCafé, a McDonald's Brand
Référence :
M2115(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
CCMP
Auteur(s)
Résumé
McDonald's operates 1,485 restaurants in France and aims to develop the McCafé concept, which rounds out the traditional fast-food offer. The coffee bar market is a fast-growing one where several chains compete: Columbus, Costa, Illy, McCafé, Starbucks, etc.
Developed in close collaboration with the marketing department of McDonald's France, this case-study presents the marketing plan for the McCafé brand.
The case covers detailed information about the McDonald's group, McDonald's France, the McCafé concept, and the characteristics of the fast-food and coffee bar markets.
This case-study is the updated version of the case M1831 (GB) « McCafé, a McDonald's Brand ».
Developed in close collaboration with the marketing department of McDonald's France, this case-study presents the marketing plan for the McCafé brand.
The case covers detailed information about the McDonald's group, McDonald's France, the McCafé concept, and the characteristics of the fast-food and coffee bar markets.
This case-study is the updated version of the case M1831 (GB) « McCafé, a McDonald's Brand ».
Objectifs pédagogiques
- To familiarise students with the specific characteristics of the fast-food and coffee bar markets.
- To make students aware of the structure of a marketing plan by:
conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
elaborating a marketing mix (product, price, distribution, communication).
- To validate the consistency between the different parts of the marketing plan.
- To make students aware of the structure of a marketing plan by:
conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
elaborating a marketing mix (product, price, distribution, communication).
- To validate the consistency between the different parts of the marketing plan.
Mots-clés
Fast-food - Marketing plan - SWOT analysis - Marketing strategy - Marketing-mix.
Public
Students in Licence, Master and Mastère spécialisé
MBA, Executive MS
MBA, Executive MS
Secteur d'activité
Fast-food industry
Caractéristiques particulières
- PPT: Debriefing (57 slides)
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Année de la problématique :
2020
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
17
Temps d'utilisation :
plus de 3 heures
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (6 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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M2115
Etude de cas
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McCafé, une marque signée McDonald's |
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