Marketing Mix of Café Havana

Running Head: MANAGING CONSUMER MARKETS
MANAGING CONSUMER MARKETS
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1MANAGING CONSUMER MARKETS
Topic
Marketing mix of Café Havana
Coffee is considered to be one of the popular beverages
among the Australians. In fact, with the growing tourism
industry coffee becomes a part of tourism in Australia.
Therefore, a significant value the Coffee and beverages industry has across the country with lot
of competitiveness.
As a mystery shopper it is part of my job to carry out investigations into different outlets
and cafeteria and get in touch with the products and services of that specific outlets. This time I
had chosen the Café Havana cafeteria in the CBD regions and tried to find out the insights of
services and quality of products in the Café Havana.
As far as the Products of Café Havana are concerned, they come up with a rage of
diverse products. Coffee and tea are the primary products that the company is offering. In this
context, there are numbers of flavours and roasted coffees that are
strictly focus on the health orientation of the customers. The coffee
products of the company cover up 70% of the total sales in
Australia because of not only its product diversification strategy but
also having healthy coffee. Besides this, Café Havana also
provides variety of fresh food items like snacks and burgers. The
high quality of coffee espresso are also considered to be an important product for Café Havana
to incorporate into its menu course. Therefore, it is obvious that the company puts focus on the

2MANAGING CONSUMER MARKETS
coffee blends and types more extensively. However, the company recently tries to diversify its
products by selling gift items and accessories like coffee mugs, books and gifts, cookies and
chocolates and so on.
The places chosen for the Café Havana outlets are very significant
and have business importance strategically. As a matter of fact, it can be stated that the company
tries to develop its market more effectively in the Central Business District areas of Australia.
The purpose of choosing such a place is to maximise the customers because those region are very
busy due to commercial and business purposes (Luo, Roach & Jiratchot, 2015). Those outlets are
mainly company operated stores circled around five important sites of the country. Across the
country there are more than 100 outlets and most of those outlets are located near important sites.
For an example, around 15% of the outlets are situated in the CBD region. Besides this, 75% of
the outlets are located in the major tourist spots. In addition to this, 10% of the outlets are
belonged to the local residents and outskirts of the cities. Based on this, it is unarguably a threat
for the Café Havana to face severe competition in the Australian market.
In addition to this, the price of the Café Havana store is based on both the premium
pricing and psychological pricing strategies. As far as the premium pricing is concerned there are
some selected food and beverages items that are linked with the high prices because of its special
status. Generally, a cup of coffee in Café Havana costs USD 4.50. It seems to be an average
price for all the coffee and beverages company across Australia. Based on this, the Café Havana
management tries to differentiate products in order to maximise customer loyalty to a great deal