BUSINESS ASSIGNMENT - Essay ExampleThe segmentation has been done by using demographics and behavioural strategies. The target market has been chosen after identifying the size and profitability of the segments. After developing the positioning strategy, the marketing mix has been created for the target market. Finally, an overview of the financial plan of Manga Cafe has been discussed. IDENTIFIED PROBLEM The business plan of launching Manga Cafe in London appears to be a unique idea as there is currently not such cafe in London however, because of the aggressive competition among the international brands in the UK Cafe industry; Manga Cafe needs a very well-organised and efficient marketing plan. INDUSTRY COMPETITION Various coffee brands are operating in London; however, the three largest market leaders include Starbucks, Costa Coffee and Nero. The following positioning map shows the positioning of major cafe providers in London based on their quality of services and prices.
