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

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

1COFFEE 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.
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