Entrepreneurial Marketing: A Digital Marketing Plan for Root Coffee Café

This report discusses the precise digital marketing plan for Root Coffee Café, including an environmental audit, marketing strategies, and objectives.

ENTREPRENEURIAL
MARKETING

EXECUTIVE SUMMARY
This report will project the precise digital marketing plan. Environmental audit will be
conducted to assess about the impacts different external and internal factors put over the business
operations of company. Different tools will be projected that will play a role in the marketing
activities of the organisation. Strategies will be discussed that can support the growth and
development of the marketing plan and can support the organisation in achieving the overall
objectives of the business.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Intro of business...........................................................................................................................4
Marketing Audit...........................................................................................................................4
Objectives....................................................................................................................................7
Gather insight into target audience..............................................................................................7
Social media zones, channels and vehicles..................................................................................8
Experience strategy......................................................................................................................9
Establishment of activation plan..................................................................................................9
Manage and measure.................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Entrepreneurial marketing plays very appropriate role for different entrepreneurs in the
market place. Basically, there are very entrepreneur has required to consider the entrepreneurial
marketing for becoming a very successful entrepreneur in the market. Currently social media
marketing is one of the best marketing strategies for gaining huge profit in this modern and
dynamic world. Currently most companies or enterprises in the market are taking lots of
advantages through social media marketing, so that an entrepreneur also has required to consider
social media marketing in its daily marketing functions for gaining appropriate results. This
report discusses entrepreneurial marketing in the context of Root Coffee café.It is a small coffee
café business situated in the United Kingdom. There are some key market analysis tools also has
been mentioned in this report, like; PESTLE and SWOT etc. which can support to this SME for
deeply analysing market situations.
MAIN BODY
Intro of business
Root Coffee is a small-scale organisation based in United Kingdom. Company is
associated with restaurant services and serves different kinds of coffee products. The
organisation is established in UK and effectively achieves all different business objectives.
Marketing Audit
Market audit comprises with different internal and external factors that put an impact
over the business operations. To analysis about the external environment PESTEL Analysis tool
is used and to assess about the internal environment SWOT Analysis tool is used. All these
factors impact over the company performance in target market. As they influence the company’s
performance in target market it’s important for the company to involve these factors while
making the marketing plan of company.
PESTEL Analysis
PESTEL Analysis is a sum of different external factors involve in business environment
that put an impact over the business operations of company. The analysis is comprises with

different external factors like political, economical, social, technological, environment and legal
factors involve in external business environment.
Political factor: Political factor comprises with all different policies and strategies government
framed to promote the growth of business. Government has recently focused over the growth of
companies as it contribute in the economic growth of country (Čepel and et.al., 2018). In
previous few decades the economy of UK has been boosted due to various growth oriented
decision making of government. Due to constant support of governmental policies even the small
scale enterprises have entertained attractive growth and profitability opportunities. All policies
frame by Root Coffee are as per the policies government frame to support the corporate sector in
United Kingdom.
Economic factor: Economic factor involve different aspects like economic growth rate of UK,
GDP growth rate, per capita income of people based in UK, currency exchange rate and all other
economy driven factors. All these factors play a huge role over the growth and development of
the country. Inflation in the economy is among the major factor hat influences the purchasing
decision making of customers in market. Root Coffee serves all its products at the best prices
that can also be denoted as competitive price which also influences the purchasing decision
making of customers.
Social factor: Social factor involve different social values and culture that influence the buying
decision of customers. Social factors play a huge role in the purchase decision of all customers in
UK. Root Coffee make different marketing campaigns that covers all different social values for
example culture, values of people and other social values of people (Ključnikov and et.al., 2016).
In United Kingdom people are very open trying out new things that also allow Root Coffee to
experiment in its products. Company has given a huge support by all people visit UK and make it
profitable in business operations.
Technological factor: Technological factor comprises with all technological up gradation and
development in UK. Government in United Kingdom has given huge emphasis over
technological advancement as a result of that United Kingdom comprises with the latest
technology equipments and products. Root Coffee management have also taken the support of all

technological advancement in the growth of the business. Company give its services on internet.
Customers can give order in their home and experience the authentic taste of Root Coffee.
Environment factor: Environment factor involve different environment oriented standards. This
is the recent development of the business environment after the emergence of the society in
United Kingdom towards the environment protection. These factors also influences the purchase
decision making of customers based in united Kingdom (Akhmetshin and et.al.,2017). Company
also involve in various corporate social responsibilities like plantation, environment protection,
water harvesting and many others to take the competitive advantages in the market. This has also
supported company in taking up competitive edge in the market.
Legal factor: Legal factor involve various laws and legal regulations issued by government. In
order to sustain in the market and entertain people with the products of company Root Coffee
needs to fulfil all different laws and regulations applicable on the organisation. Especially the
laws related to food safety must be properly ensured by organisation. Other laws like equality,
antidiscrimination and many other also applicable over the company. It becomes important to
consider all these legal regulation while channelizing business operations to improve the
sustainability and growth of company.
All the above mentioned factors are the external factors impact over the business
operations of the Root Coffee.
SWOT Analysis
Strength:
Diversified products of the organisation.
Different varieties in different taste available at the store.
Strong supply chain management system.
Uniqueness in products.
Home delivery of products.
Weakness

 Low brand value
 Ineffective marketing campaigns of company.
 Limited resource as the company is SME.
Opportunity
 Product development opportunities
 Social media marketing
 Digital marketing
 Business expansion opportunities
Threat
 Inflation
 Competition is aggressive in market.
 Risk of technological advancement.
Objectives
 To continuously develop the quality of own products and services.
 To make loyal customer base by providing quality products and services.
 For effectively influencing customers within different market segments to but Root café’s
coffee.
 To enhance its sales ratio in the UK’s coffee café market.
 For gaining huge profit margins in the market by having the large base of customers.
Gather insight into target audience
There are SME’s upper management has highly required target its audience or customers
for fulfilling their needs, wants and demands in very productive manner (Ogunnaike and et.al.,
2018). It is very necessary to this company for gain the large customer base \within the market.
The STP model of marketing has been used below that can support to Root Coffee for targeting
its different customers in very specific manner.
STP Model

This is very useful model of marketing that provide three stages called; segmentation,
targeting and positioning, so that marketing manager at this SME should follow these all stages
of STP model for gaining very appropriate outcomes. These all stages of model have been
discussed below;
Segmentation: Segmentation is the first stage in the STP model, in which the marketing team at
the root coffee café is required to divide its whole or full market into many small segments of
market. It is very necessary task to this SME for deeply understanding the actual need or demand
of customers within the coffee café market. Basically, segmentation stage gives opportunity to be
categorised various customers and markets on the geographical, demographical, physiological
basis (Farani, Karimi and Motaghed,2017). That’s why this stage in very favourable in the terms
of perfectly understanding the actual needs and demands of customers.
Targeting: Targeting is the second and one of main stages within the STP model where
marketing manager of Root coffee café need to target its different audience and customers
according to market segments.For example; marketing team can target is customers on the basis
of their ethnicity, interest, attitude, religion, community, caste etc. It is necessary to marketing
team at this Root coffee (SME)for perfectly considering these all basis while in its daily
operations for targeting all customer in very appropriate manner.
Positioning: This is the last stage within the STP model where marketing team of Root Coffee
café need to boost its functions of social media marketing and supply chain. Basically, top-level
management of SME has required to take some productive decisions towards make its
distribution channel more effective. It is too necessary task to company for delivering its
products and services to different customers on time. On the other side, business need to boost its
social media marketing functions to attracts lots of new customers towards Root coffee.
Social media zones, channels and vehicles
In this modern and dynamic and modern world, there are Root coffee café have to adopt
different existing social media zones, channels and vehicles for boosting its function of
marketing (Utoyo, Fontanaand Satrya,2019). These all zones or vehicles will definitely play an
excellent role for this SME.

Relationship: The marketing team need to adopt and implement social media marketing strategy
for maintaining an excellent relationship with its different stakeholders including customers and
employees. Basically, when a company has an effective relationship with its various customers,
then it will automatically able to gain huge competitive advantage in the market. That’s why this
zone of social marketing can positively affect to the Root coffee café as well.
Publishing: This is another key zone of marketing where marketing team of this SME need to
publish its different photo and video ads on the different social media channels.
Entertainment:This is another key zone in the social marketing functions. Basically, most
customers like to watch some entertaining stuff in their daily life, so that thus business need to
make is different ads by including some funny and logical content.
Commerce: Commerce is another prime zone of social media marketing which basically gives
opportunity to a company for selling its different products and services online. So that, marketing
team of Root coffee should take advantages through this zone or vehicle as well.
There are publishing zone and commerce zone, these two zone social media marketing
will be positively affected to the Root coffee in the UK’s coffee café market.
Experience strategy
These all mentioned social media zones and vehicles are really productive and useful for
this business, because by considering these all zones and vehicles of social media, the Root
coffee café can simply gain excellent results in its daily business operations. However, there are
top-level management of coffee café need to use some other marketing strategies also while
using social media, like; 7Ps of marketing mix (Opute, 2020). This strategy will defiantly
provide very excellent results to root coffee when it will be used social media marketing
campaign in the selected market segments. On the other side, SME need to consider modern or
latest marketing tactics for gaining very appropriate outcomes.
Establishment of activation plan
Establishment of social media marketing activation plan is very necessary task to the
marketing team of Root coffee. In this stage, marketing team specially need to choose some
productive market places that can provide very excellent return to company.

Top-level management of this SME need to ensure that market conditions are favourable
to the business for establishing its plan of activation. When existing management has ensured
that, everything is fine in the market, on that time Root coffee should be established its social
mediaactivation plan.
Timescale
Time period Activities
Month 1 Marketing audit/Market analysis
Month 2 Target audience
Month 3 Selection of social media zones
Month 4 Making experience strategy
Manage and measure
Particular Amount (£)
Market analysis and research 600
Implementation of STP model 500
Changers of social media platforms 1100
Production of advertisement 800
Consultancy fees 150
Salary & wages 650
Travelling 300
Total 4100
Justification: The Root coffee (SME) has required to invest £4100 for systematically
implementing social media marketing campaign in the selected market.There are top-level
management of Roo coffee café responsible to take some appropriate steps towards perfectly
controlling its social media marketing campaign within different market segments (Miao and
et.al., 2017).Basically, the manager of coffee café needs to be systematically managed

itsdifferent functions of marketing for gaining excellentresults or outcomes through social media
marketing.
CONCLUSION
On the basis of above findings, it can be concluded that, there are top-level management
of Root coffee café has highly required to take great advantages through social media marketing.
In this modern and dynamic world, the social media marketing is one of the best ways to
different companies or businesses for effectively promoting their products and services at the
large scale in the market. Currently Facebook, Twitter and Instagram are three main social media
platforms which gives great opportunity to a company for highly promoting own brand in the
market. There are market analysis and market research are very necessary tasks for the upper
management of root coffee café, because without completing market research no company can
enable to make proper marketing strategies. By considering social media marketing, Root coffee
café will be able attract large number of customers in the market.

REFERENCES
Books & Journals
Akhmetshin, E. and et.al.,2017. Analysis of innovation activity of enterprises in modern business
environment. Journal of Advanced Research in Law and Economics.8(8 (30)). pp.2311-
2323.
Čepel, M. and et.al., 2018. Business environment quality index in the SME segment. Journal of
Competitiveness.
Farani, A.Y., Karimi, S. and Motaghed, M., 2017. The role of entrepreneurial knowledge as a
competence in shaping Iranian students’ career intentions to start a new digital
business. European Journal of Training and Development.
Ključnikov, A. and et.al., 2016. The entreprenurial perception of SME business environment
quality in the Czech Republic. Journal of Competitiveness.
Miao, C., and et.al., 2017. The mediating role of entrepreneurial orientation: A meta-analysis of
resource orchestration and cultural contingencies. Journal of Business Research. 77.
pp.68-80.
Ogunnaike, O.O., and et.al., 2018. EMPIRICAL ASSESSMENT OF NEXUS AMONG
MARKETING ORIENTATION, ENTREPRENEURIAL ORIENTATION AND FIRM
PERFORMANCE. Dahomey International Journal. pp.104-118.
Opute, A.P., 2020. Small and medium enterprises marketing: Innovation and sustainable
economic growth perspective. In Entrepreneurship Marketing. (pp. 13-30). Routledge.
Utoyo, I., Fontana, A. and Satrya, A., 2019. The role of entrepreneurial leadership and
configuring core innovation capabilities to enhance innovation performance in a
disruptive environment. International Journal of Innovation Management. p.2050060.