Marketing Strategies for HUB Coffee Shop

HUB COFFEE SHOP MARKETING STRATEGIES
BY: Name
Unit title
Unit code
Name of Instructor
Name of Institution
Date

EXECUTIVE SUMMARY
The HUB coffee shop is a fast developing business located in the heart of Sydney
with two branches in Banks town and Bondi beach. We recently launched the
business and its two branches. As part of its development strategy we have to
develop a marketing strategy in consideration of the statistic of the population of
the city of Sydney.
This project concentrates on the potential market of the HUB and how to use the
statistics of the Sydney population to come up with the shop’s marketing strategy
and justifying the strategy based on the statistics. Factors such as age, house hold
size, and personal income, and family income, country of birth and labor force
status are considered to inform its marketing strategies (Cheffey and Mayer, 2009,
p.81). These factors are considered in order to get a detailed knowledge of the
target market and make the marketing more focused.
The marketing strategies chosen in consideration of the analyzed data are;
multimedia marketing such as the social media, television and print media, brand
development whereby new products are introduced into the company, affiliate
marketing where customers are encouraged to market the HUB’s products and in
return they are given discounts and the market development where the company
resolved to open new branches in other parts of Sydney (Cravens and Pickey,
2006).

Table of Contents
EXECUTIVE SUMMARY................................................................................................. 2
INTRODUCTION........................................................................................................... 4
Age.......................................................................................................................... 5
House Hold Size...................................................................................................... 5
Personal Income...................................................................................................... 5
Family Income......................................................................................................... 5
Country of Birth....................................................................................................... 5
Labor Force Status.................................................................................................. 5
METHODOLOGY.......................................................................................................... 6
Mean....................................................................................................................... 6
Median..................................................................................................................... 6
Correlation.............................................................................................................. 6
Mode....................................................................................................................... 6
RESULTS AND DATA ANALYSIS................................................................................... 6
RESULTS.................................................................................................................. 6
DISCUSSION.............................................................................................................. 12
Brand Development.............................................................................................. 12
Affiliate marketing................................................................................................. 12
Multimedia marketing........................................................................................... 12
Market development............................................................................................. 12
CONCLUSION............................................................................................................ 13
REFERENCES............................................................................................................ 14

INTRODUCTION
Marketing is an extremely essential part on the growth strategy of every business.
Every business must establish a game plan on how to reach potential clients and
turn them into customers. This must be strategically developed since there is stiff
competition. In order to develop an effective marketing strategy the business must
understand its customer base well, its environment, competition and all other
factors that affect it directly and indirectly. In consideration of this the HUB uses the
available Sydney city statistics to inform its decision making on their marketing
strategy (Noble, 2009, p.19). This project is based on our coffee shop the HUB
coffee shop located in the heart of Sydney city. The HUB comprises of the head
office in Chatswood and two branches in Bankstown and Bondi Beach. We sell all
coffee types, tea types, all types of snacks and meals such as bacon, chicken,
desserts and puddings.
This project concentrates on the day to day marketing plan and strategies which we
have put in place to market our business the HUB coffee shop to the world. Since
the business is located in Sydney a city which has millions of people from different
races and with different nationalities (Cravens, 2008, p.241), our strategies are
founded on the analysis of the potential market in Sydney that is the whole Sydney
population. In developing the marketing strategy factors such as age, household
size, personal income, Family income, country of birth and labor force status are
considered (Olson and Hult, 2005).
The following have been considered in the development of the marketing strategies
of the HUB coffee shop:
Age
The business considers the fact that marketing must be done to the right
demographic and for that reason the audience must be understood well (Slater and
Olson, 2010, p.559). Since our target is the whole of Sydney city and considering
every age set consumes coffee we analyzed the age of our market to figure out the
majority in terms of age and develop the strategies which will target them in order
to increase sales. Age is considered to decide which content to use for marketing
and how much to invest in the various ages in order to increase sells. Age is also
considered to decide which marketing strategy to employ such as the use of
internet for the youth (Cravens, 2008, p.241).
House Hold Size
House hold data is used in this case to make marketing decisions on the HUB in that
the best strategy Is developed considering the size of households. House hold size
has a direct impact on the demand and consumption of the goods produced by the
HUB (Gupta, 2014, p.41)