Segmentation, Targeting, and Positioning for a Coffee Shop in Australia

The majority of the organizations that have been active within the Australian markets are observed to have been dealing in the setting up of their organizations in a way wherein they would have to deal with the attraction of the potential clientele towards the organization. The following paper attempts a discussion on the issues of the segmentation, targeting and positioning activities that should be undertaken by the concerned management of a coffee shop that should be implemented within the organization.

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

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The majority of the organizations that have been active within the Australian markets are
observed to have been dealing in the setting up of their organizations in a way wherein they
would have to deal with the attraction of the potential clientele towards the organization. The
following paper attempts a discussion on the issues of the segmentation, targeting and
positioning activities that should be undertaken by the concerned management of a coffee shop
that should be implemented within the organization.
The Australian population at present is highly influenced by the people who have
immigrated from the other parts of the world. The majority of the citizens within the country
have been observed to be comparatively less attracted to coffee and thus the coffee shops that are
present within the organization. The coffee shops within the country should be targeting the
younger generation clients present within the Australian territories. The major target clientele of
the organization tends to be affected by the quality of the services that they are being offered by
the concerned company. The coffee shops that are intended to be set up within the Australian
territories should employ the creative and attractive ambience within the coffee shops present in
a certain area. The clientele that should be targeted by the coffee shops within Australia should
include the students and especially the college-goers (Baines et al. 2017). The coffee shops might
also target the clientele who are ready to pay better charges for the services that they receive
from the concerned organization. The coffee shops might attract better clients through the
implementation of the various beverage options that are low in their calorific values. This would
help in the attraction of the clientele who have been reported to be extremely cautious of their
health and would not like to compromise with the factor in anyway.
The target clientele of the organization should be segmented on the basis of their age and
the stages of the life-cycle that they belong to. The majority of the clientele that should be

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targeted by the coffee shop might include the various professional who would require a proper
place wherein they might enjoy their coffee in peace. The company should implement the
psychographic segmentation in order to deal with the demands that are put forth by the clientele
of the company (Makgosa and Sangodoyin 2018). This in turn would help in the development of
the client base who would demonstrate the high levels of loyalty to the organization within the
given market. The company is further advised to maintain the psychographic segmentation
within the given market. This would help in the attraction as well as the retention of the clients
within the organization as well (Dixit, Lee and Loo 2019). The coffee shop that might be set up
within the organization would be advised to deal with the various products that would be helpful
in serving the kids who visit the stores. This would help in the attraction of the clientele who
have been visiting the stores with their children. Hafner and Grabler (2015) state that this in turn
would help in the development of the competitive advantage of the company in comparison with
the other companies that have been functioning within the given organization.
The products that are presented by the company determine the positioning of the coffee
shop within the country. The coffee shop should implement the strategies that are essential for
the development of the competitive advantage within the organization. The company should
implement the strategies that provide the clients with the premium quality services (Hindley and
Smith 2017). The loyal clientele of the organization would be ready to pay a greater price for the
premium quality services that they receive. The company might further be advised to implement
a better ambience within the given location. This would further help in attracting the clientele to
the organization as well. The coffee shop should employ the creative and attractive ambience
within the coffee shops present in a certain area (Ying et al. 2018). The clientele including the

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students, especially the college-goers and the professionals would be attracted to the coffee shops
that provide them with the required ambience for a proper setup of relaxation.
Thus, from the above discussion, it might safely be inferred that the concerned coffee
shop should implement the proper strategies towards the psychographic segmentation within the
organization in order to put forth a better competitive advantage in the given market. The
company should implement the psychographic segmentation in order to deal with the demands
that are put forth by the clientele of the company which in turn helps in the development of the
competitive advantage in the Australian market.

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References
Baines, P., Fill, C., Rosengren, S. and Antonetti, P., 2017. Fundamentals of marketing. Oxford
University Press.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
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Hindley, C. and Smith, M.K., 2017. Cross-cultural issues of consumer behaviour in hospitality
and tourism. In The Routledge Handbook of Consumer Behaviour in Hospitality and
Tourism (pp. 86-95). Routledge.
Makgosa, R. and Sangodoyin, O., 2018. Retail market segmentation: the use of consumer
decision-making styles, overall satisfaction and demographics. The International Review of
Retail, Distribution and Consumer Research, 28(1), pp.64-91.
Ying, T., Wen, J., Law, R., Wang, L. and Norman, W.C., 2018. Examining the efficacy of self-
classification approach in segmenting special-interest tourists: food tourism case. Asia Pacific
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