Assignment Sample on International Marketing Mix Recommendation in UK
Introduction
International marketing mix basically refers to several important elements through which a strategic business plan may provide ideas regarding the location, price and promotion process of that particular business. In this essay, the international marketing mix of Cafe Coffee Day will be discussed along with the 7P’s of marketing mix.
Discussion of International marketing mix of Cafe Coffee Day
Product
Cafe Coffee Day is one of the leading beverage companies which may maintain an effective business planning in order to successfully conduct a business. In addition to that, Cafe Coffee Day may provide their customers a variety of drinks and food options through which Cafe Coffee Day may hold its position globally. The main category of products in Cafe Coffee Day may include snacks, pastries, soft drinks and beverages which attract the customers as Cafe Coffee Day may serve better quality of foods and drinks. Most of the international companies including Cafe Coffee Day may focus on an effective marketing mix process which may enhance quality of their services (Othman et al., 2018).
Figure 1: 7 ‘P’s Marketing Mix
(Source: Gladka and Fedorova, 2019)
Place
Cafe Coffee Day may target the commercial market as their locations which increase their customers as well as it may have a positive effect on the international business market. However, it is also highlighted that Cafe Coffee Day may open their digital business and home delivery system through which the management may reach the foods to their customers. The improvement level internally and externally has been identified with the help of marketing mix through which the companies involving Cafe Coffee Day may easily mitigate any risks associated with business for maintaining global sustainability (Gladka and Fedorova, 2019).
Price
Cafe Coffee Day may implement a number of pricing strategies through which Cafe Coffee may expand their business internationally as well as these pricing strategies are such as premium and value based pricing. On the other hand, it may be mentioned that Cafe Coffee day may offer discounts on their foods and soft drinks through which Cafe Coffee Day may attract the customers. More specifically, the price of the products may depend on the financial condition of the people which means local people may not afford high prices, in those places the Cafe Coffee Day may offer discounts.
Promotion
According to the recent scenario, the products in the Cafe Coffee Day may be promoted with the help of customers through social media. In addition to that, through social media similar to Whatsapp, Instagram and Facebook the business of Cafe Coffee Day will be promoted as a digital platform that is the most effective and safest to expand the business globally. Furthermore, brand image may automatically promote business which has a significant effect on the consumer purchasing decisions (Jasmani and Sunarsi, 2020).
Physical evidence
Cafe Coffee Day may provide an attractive ambience which attracts the customers as well as provide a healthy atmosphere where customers feel happy. Apart from this, all the Cafe Coffee Day may adopt a unique strategy that includes different store designs which may help to hold its position in the market globally.
People
A huge range of people with their talents may involve in Cafe Coffee Day as well as Cafe Coffee Day may recruit more employees to handle effectively all operational and managerial functions. For gaining the target market, Cafe Coffee Day may implement customer engagement activities such as Birthday, Valentine’s Day and Friendship day as well as the management may show a friendly environment. Apart from this, Cafe Coffee Day may provide training and development processes through which the employees may improve their interpersonal skills.
Processes
There are several strategic pathways such as people processing services and feedback processes in minimum time which help Cafe Coffee Day to show more accuracy with their services, self-service counters will be also available through which the ordering and delivery process will be fast in order to attain the customers. Complaints and feedback processes are fast through which Cafe Coffee Day easily may address the issues and mitigate these issues.
Conclusion
From the above discussion, it may be concluded that Cafe Coffee Day has to implement strategic approaches which help this business to handle all the activities. Furthermore, international marketing mix is an important tool which assures the effectiveness of this business and maintains sustainability.
References
Jasmani, J. and Sunarsi, D., 2020. The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang. PINISI Discretion Review, 1(1), pp.165-174.
Othman, B.A., Harun, A.B. and Nazeer, S., 2018. Issues and challenges faced by Malaysian umrah travel Agencies in providing excellent marketing mix services to umrah pilgrims. The Journal of Social Science
