Marketing and Management in the Australian Coffee Industry

This article explores the rise of the coffee industry in Australia and the marketing techniques used by companies to compete in the highly competitive market. It focuses on the use of social media as a tool for promoting products and connecting with target clientele. The article includes a literature review and research methods for conducting an overview of marketing and promotional strategies used by Paradiso Coffee Roasters and other companies in the industry.

Running head: MARKETING AND MANAGEMENT
MARKETING AND MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
Background..........................................................................................................................2
Project Topic........................................................................................................................2
Literature Review................................................................................................................2
Purpose of the research........................................................................................................3
Research Methods................................................................................................................3
References............................................................................................................................4

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Background
The coffee industry in Australia has been observed to be resurrected in the 1980s. the
coffee industry in the country had been introduced by the importers who had imported the seeds
or the coffee beans from the foreign lands. The present scenario within the territories of Australia
has observed a great rise within the coffee industry. This has often led to a huge surge among the
number of companies that has been associated with the coffee industry of Australia. The
concerned organizations have however put forth a number of marketing techniques that are
needed for striving within the highly competitive Australian market.
Project Topic
The social media has observed to be an area of great interest among the concerned
residents of the world during the present times. The organizations that are related to the coffee
industry are also observed to have been promoting their products over the various social media
platforms that are majorly accessed by the concerned clientele of the organization (Hutt and Speh
2005). The organizations that are native to the Australian territories also face competition from
the various stalwart firms in the industry like Starbucks that claim to have a worldwide presence.
Thus, the concerned companies might be advised to adopt the marketing strategies that help them
to reach the target clients over the various social media platforms.
Literature Review
The studies conducted by Ashley and Tuten (2015) states that the social media helps in
the matters that pertain to the promotions of the concerned company as well as the products that
the company might be providing to the concerned clientele of the company. Dahl (2018) further
opined that the social media platforms might implement a huge number of the ways in order to

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form an understanding of the various ways in which the clients might behave with the changes
that are made on the part of the concerned organization that attempts to offer coffee drinks to the
clientele. These features might include the factors like the location of the outlet or the vending
machine, the variety of the beverage that is made available to the clientele. Kwok and Yu (2013)
further opine that the social media might help the concerned organization to strengthen the
networks that it might have been facing within the concerned territory. According to Ngai, Tao
and Moon (2015), the networking might help the concerned company to connect with the target
clientele as well as collect feedback from the concerned clientele in the matters that pertain to the
improvement of the products and the services that are offered by the concerned coffee shops that
are operative within the Australian territories.
Purpose of the research
The purpose of the research is to conduct an overview of the various marketing and the
promotional strategies that are adopted by the Paradiso Coffee Roasters, Melbourne Australia as
well as the other companies that are a part of the coffee industry.
Research Methods
The research methods that might be adopted in order to conduct the proposed research are
inclusive of the methods of collecting and analyzing the data on the topic of the research. The
data that have been proposed to have been used in this case are the secondary data that might be
collected from the various reliable sources like the reports declared by the government, the
annual reports of the company. The concerned research might follow the mixed methods of
research and might include both surveys and studies of the focus groups.

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References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Hutt, M.D. and Speh, T.W., 2005. Edition: Business Marketing Management. South-Western
Publishing Company.
Kwok, L. and Yu, B., 2013. Spreading social media messages on Facebook: An analysis of
restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), pp.84-
94.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), pp.33-44.