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BSB126 Marketing Plan
BSB126 - Marketing
1 Found helpful • 15 Pages • Essays / Projects • Year: Pre-2021
SITUATION ANALYSIS The specific SWOT analysis and CDSTEP profile of Merlo can better help Merlo continued growth (refer to Appendix). Social trend and culture are the most influential macro-environment elements for Merlo Coffee (IBISWorld, H4511b, 2017). More specifically, the changes of customers’ lifestyles, buying habits, health consciousness and attitudes toward product quality can affect coffee shop or café’s demand in both positive and negative ways. For instance, most customers are moving to live in a busier lifestyle, resulting in a great demand for convenient foods and beverages (Just-food,2004), which can drive an increase in Merlo’s demand because many customers moving toward more convenient café-style snacks and meals from the formal dining (IBISWorld, H4511b, 2017, p.4)
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