Developing Profitable Strategies for Marketing Mix for Coffee Shop

Running head: COFFEE SHOP
COFFEE SHOP
Name of the Student
Name of the University
Author Note

1
COFFEE SHOP
Executive Summary
The main aim of the following paper is to developing profitable strategies for marketing mix
for opening up a new business venture of coffee shop and snack bar in the Exhibition Street
located in the city of Melbourne, Australia. A proper market survey along with analysis was
conducted before opening up of the new coffee shop and snack bar. Through the market
survey and its analysis, the target audience would be analyzed along with the type of food to
be served and the price range for the food would be decided up. Lastly, the paper concludes
by stating the recommendation of the use of new media like the social media in terms of new
promotion strategies for the new coffee shop and snack bar in the Exhibition Street located in
the city of Melbourne, Australia. The carious social media like the face book, the what’s app,
the instagram and snap chat. Promotion through social media would help in increase the
target audience for the business ventures it has a much higher reach than the traditional media
of newspaper, magazines, television and radio.

2
COFFEE SHOP
Table of Contents
INTRODUCTION......................................................................................................................3
DISCUSSION............................................................................................................................3
PRODUCT STRATEGIC SELECTION...............................................................................3
ECONOMIC SEGMENTATION..........................................................................................4
PRICE STRATEGIC SELECTION.......................................................................................4
SERVICE STRATEGIC SELECTION.................................................................................5
DEMOGRAPHIC SEGMENTATION..................................................................................6
PROMOTIONAL SEGMENTATIONS................................................................................6
INTERIORS...........................................................................................................................7
STAFFING.............................................................................................................................7
CONCLUSION AND RECOMMENDATIONS.......................................................................7
REFERENCES...........................................................................................................................9
APPENDIX..............................................................................................................................10

3
COFFEE SHOP
INTRODUCTION
Proper market research survey and analysis is very much essential and crucial in the
ever changing dynamic business scenario before opening up of any business venture, small or
big. This would prevent the business organization from incurring any loss and to achieve
reasonable profit over time.
In the following paper, a proper market survey along with analysis was conducted
before opening up of a new coffee shop and snack bar in the Exhibition Street located in the
city of Melbourne, Australia. Through the market survey and its analysis, the target audience
would be analyzed along with the type of food to be served.
In addition the price range for the various food fort the new coffee shop and snack bar
would be decide upon based on the analysis of the market survey.
The paper concludes with the recommendation in terms of new promotion strategies
for the new coffee shop and snack bar in the Exhibition Street located in the city of
Melbourne, Australia.
DISCUSSION
PRODUCT STRATEGIC SELECTION
After proper analysis and the survey of the target market segment, it was found that
the main target audience which mainly consist of young adults of both male and female
gender, Asian group of people in their Post Graduation education level going to office within
the age group of 26 years to 39 years. A Decent amount of the people from the target
audience also belonged from the higher age group of 40 years to 59 years in addition to the
younger age group of 18 years to 25 years. The main target group mainly belonged to the