A MARKETING PLAN FOR NetCafé EXECUTIVE SUMMARY The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the NetCafé marketing plan a reality in the year 2003. NetCafé, unlike a typical cafe, provides a unique forum for communication and entertainment through the medium of Internet. NetCafé is the answer to an increasing demand. The public wants: (1) an access to the methods of communication and volumes of information now available on the Internet, and (2) a place to socialize and to share their experiences with friends and colleagues. Marketing will play a vital role in the success of NetCafé. NetCafé must build a brand around the services it offers by heavily promoting itself through local television, radio, and print advertisements. Marketing efforts are just the beginning by the time a potential customer enters NetCafé for the first time. A strong emphasis will be put on keeping customers and building brand loyalty through programs focused on staffing, experience, and customer satisfaction. Our target markets include: Students from nearby housing centers. Business people from downtown business centers and professional buildings. Seniors from nearby retirement facilities. SITUATION ANALYSIS NetCafé will open its doors for business in Shanghaiin a month. Our goal is that customers will be impressed with our offerings, so we need to focus our efforts on implementing the strategies, programs, and tactics. Differentiating ourselves from other traditional cafes give us the ability to effectively compete on the beverage and pastry side of the business with the already entrenched competition. The Internet service of the business is rapidly being accepted by the local community. Students love to gather for late-night sessions, nearby seniors are getting a glimpse of what the Internet offers, and local business people love to stop by for a quick bite and an email check. Market S
