Marketing Report on Australian Coffee Market: Segmentation, Targeting, and Product Development

Marketing & Product
Development

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................2
External analysis of the Australian Coffee Market..................................................................................3
Market segmentation, targeting and positioning......................................................................................4
Development of a new product in the coffee market...............................................................................6
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9

INTRODUCTION
Marketing research indicates the data expected to resolve the issues, plans and the
strategy for gathering the most important bits of knowledge from the market. It in this manner
oversees and executes the information assortment process, examinations the outcomes, and
imparts the discoveries and their suggestions. Commercialism is essential in all phases of a
business’s selling process, and it can utilize this at various stages, virtual entertainment channels,
and groups inside their association to recognize their crowd, impart to it, enhance its voice, and
fabricate brand steadfastness over the long run. Essentially, these 4 Ps explain how marketing
interacts with each stage of the business i.e., Product, Price, Place and Promotion (Ehrensperger
and et. al., 2022). This report thus focuses over the development in the Australian Coffee Market.
The requirement to conduct the research is to comprehend the subtleties, the significant
companies, and the comprehensive customer behaviour tendencies of this market. The scrutiny
thus will focus over the market segmentation, targeting and the brand positioning and the overall
development of the product in the market.
External analysis of the Australian Coffee Market.
In 2020, the coffee industry experienced a fall with inside the marketplace because of the
closure of espresso stores and eating places in respect to the lock down and the quarantine trials,
primarily grounded upon the prevailing COVID-19 situation. Subsequent the retrieval, i.e., post
lock-down, the marketplace is predicted to broaden step by step all through the forecasted period,
aided via way of means of place of business protection measures together with social distancing.
 Coffee is the most famous and consumed fermented drink ready from broiled espresso
beans. Further, the Australian espresso market is divided result type and circulation
channel. Based on item type, the espresso market is sectioned under entire bean, ground
espresso, moment espresso, and espresso unit cases (Firu and et. al., 2022).
 In light of the conveyance channel, the market is sectioned under grocery
stores/hypermarkets, corner shops, expert retailers, and other appropriation channels. For
each section, the market measuring and gauges have been finished based on esteem.
 The interest for confirmed espresso has extended as of late, especially during the
pandemic. This is generally because of purchaser’s expanded attention to moral