Marketing Management for Brewtown in Sydney, Australia

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

1MARKETING MANAGEMENT
Executive summary
This assignment has been based on Brewtown that is located in Sydney and is a local
company in Australia. The company has been able to capitalize the market, as the owner
Adam Wang had researched the market where the customers preferred in having single estate
coffee. This resulted in serving the coffee according to the taste and preference of the
customers. The company changes its offerings on a weekly basis so that the consumers do not
get bored with the same products that are offered by the company. This assignment is based
on the marketing plan of the company where the internal and external environment of the
company has been evaluated. The marketing strategies that needs to be taken up by the
company has also been listed so that it can understand the use of it. The evaluation and
control of the marketing strategies has also been provided in the assignment.

2MARKETING MANAGEMENT
Table of Contents
Case Background.......................................................................................................................3
Situational analysis.................................................................................................................3
SWOT analysis.......................................................................................................................4
PESTLE analysis....................................................................................................................6
Market planning theory..............................................................................................................8
Concept of marketing.............................................................................................................8
Marketing mix........................................................................................................................8
Analysis of internal marketing environment..............................................................................9
Marketing goals and objectives................................................................................................10
Marketing objectives............................................................................................................10
SMART objectives...............................................................................................................11
Marketing strategy...................................................................................................................11
Market segmentation and positioning..................................................................................12
Marketing implementation.......................................................................................................12
Evaluation and control.............................................................................................................13
Conclusion................................................................................................................................13
Reference List..........................................................................................................................14

3MARKETING MANAGEMENT
Case Background
Brewtown is located in Sydney in Australia where the customers are served with
specialised coffee. The café has improved its offerings to the customers based on their tastes
and preferences. The owner of the café is Adam Wang and he noticed that the customers in
the region were fond of single origin coffee and started to offer them according to their
liking. This led to the opening of the company in the year 2014 in Sydney so that it can serve
the customers in a proper manner, which will help them in increasing their level of
satisfaction. The café made it a point that the different kinds of beans that were being used for
the coffee were being roasted on a weekly basis. This led to the change in the taste of the
customers as in one week the company would serve Ethiopian coffee to the customers where
as in the next week they would provide Brazilian coffee.
Situational analysis
This section should identify the current market and major segments for your organisation and
review key consumer needs and factors that may affect consumer purchasing
The company makes it a point to cater to the different needs of the customers so that it
can result in increasing its level of sales in the market. The major segments that the company
targets are the customers who are in the age of 25 years and above. The main reason for
targeting these customers is that it will allow the company in increasing its profit levels, as it
attracts the different income groups. The company makes it a point to cater to the different
needs of the customers by providing them with the best quality of single estate coffee. This
allow the customers to be attracted towards the company. It has also affected the purchasing
of the customers in a positive manner, as the customers are able to get the choice of the
coffee that they want in the market within an affordable price range (Armstrong et al. 2015).