Introduction

The success of every business is highly influenced by the development and practice of its marketing strategy. Especially in the sphere of small and medium- sized businesses, where long term marketing is essential, since recognising and satisfying consumers’ needs in time is the only way to raise the company’s compatibility. ‘I think it’s a good and necessary thing that companies are focusing beyond “customer service” and looking at the whole customer experience. Making sure that your customers have a thoroughly positive experience when dealing with you can be a huge competitive advantage’ Erika Andersen (2011) suggests. We have chosen our product to be a café- bar under the name ‘Ansita’. This decision was influenced by our awareness of the potential of the beverage industry and belief that our methods of operation would positively differentiate our product in the market. The main advantages of, ‘Ansita’ are its location and the lack of direct competitors. The café- bar is located extremely close to the centre of the city Haskovo. ‘Ansita’ is an alternative to the lack of social atmosphere and cafes for young people in the region and is likely to retain young people’s entertainment spending within the city. The café will specialise in thematic dinners and serve coffee, alcoholic and non- alcoholic drinks as well as cocktails.

Macro environment

Political factors
Bulgaria’s transition to a democracy and a free-market economy after the collapse of the communist regime was difficult and prolonged. Throughout the early 1990s, the country was struggling to tackle political instability and to boost low living standards. The former communists left a burdensome heritage. Although the end of the decade was more stable, there was little tangible progress in political and economic reforms. However, market reforms designed to meet the EU economic targets