Managing Consumer Market for Paramount Café Project

RUNNING HEAD: Managing Consumer Market 1
Paramount café PROJECT
Managing Consumer Market
(Student Name)
1/24/2019

Managing Consumer Market 2
Table of Contents
Part 1..........................................................................................................................................3
1. Introduction.........................................................................................................................3
2. Situation Analysis...............................................................................................................3
2.1 Background of Cafe..........................................................................................................3
2.2 SWOT Analysis................................................................................................................3
2.3 Marketing Environment....................................................................................................4
2.4 Target Market, Strategy and Positioning..........................................................................5
2.4.1 Target Market............................................................................................................5
2.4.2 Target Market strategy...............................................................................................5
2.4.3 Perceptual Map..........................................................................................................5
2.4.4 Performance Matrix...................................................................................................6
2.5 Sustainable Marketing......................................................................................................7
3. Conclusion..........................................................................................................................8
Part 2........................................................................................................................................10
Section 1...............................................................................................................................10
Question 1.........................................................................................................................10

Managing Consumer Market 3
Question 2.........................................................................................................................10
Question 3.........................................................................................................................10
Question 4.........................................................................................................................10
Question 5.........................................................................................................................10
Question 6.........................................................................................................................10
Section 2...............................................................................................................................11
References................................................................................................................................12

Managing Consumer Market 4
Part 1
1. Introduction
A service is any act or performance that one party can offer to another which is
essentially intangible as well as does not result in the ownership of anything. The production
of such services may or may not to be tied to a physical product (Martin-Rios, Demen-Meier,
Gössling & Cornuz, 2018). Moreover, the marketing of services plays a prominent role in the
market. It can be defined as the marketing of processes or activity rather than the objects or
any other tangible products (Marriott, Schilling & Gravani, 2018). As the services are
intangible in nature, they faced a host of services marketing problems which are not
adequately solved by the traditional products related marketing solution (Davis, Lockwood,
Alcott & Pantelidis, 2018). Paramount Café Project is one of the leading cafés in Australia
that provides a variety of services to their consumers.
In the following part, there will be a detailed discussion about the services provided by
Paramount Café Project as well as analysis of environmental will be done to analyze the
effectiveness of the café with their certain weaknesses.
2. Situation Analysis
2.1 Background of Cafe
Paramount Café Project was established with the partnership between Jin Ng if
Paramount House, Russell Beard of Reuben Hills and Mark Dundon of Seven Seeds. The
café has opened in the year of 2013 in Surry Hills, Sydney. They have introduced a variety of
styles as well as approaches in quality coffee. The café is a collaborative project to look at
coffee differently in the environment of café. The main aim of the café is to learn and explore