Students will be working on the following elements of the marketing plan:
Macro-Level External Environment (i.e., Political & Legal, Sociocultural, Technological, Economic)
Competitive Environment (i.e., Threats of new entrants, rivalry among existing firms, Threats of substitute products, bargaining power of buyers, Bargaining power of suppliers)
Internal environment (i.e., Firm Structure, Firm Culture, Firm Resources)
Opportunity & Issue Analysis (i.e., SWOT analysis & Issue analysis, SWOT framework should be incorporated)
For the elements, focus on the issues that you believe will be most important to JUST US! CAFES marketing planning over the next year or so. The main issues should be included in the introduction.
What kind of market research JUST US! CAFES can incorporate to enhance the cafes’ performances?
(Note-Points are allotted to introduction, situation analysis (elements), SWOT framework, market research). The framework can be included in Appendix)
(Times New Roman 12 font size, Double-spaced, 3 page limit (excluding Appendix). For citations follow APA guidelines.)