Marketing and Strategy - Assignment

Running Head: Marketing and Strategy 1
Marketing Plan of Scooters Coffee

Marketing and Strategy 2
Contents
Introduction......................................................................................................................................3
Environment analysis.......................................................................................................................3
Internal analysis...........................................................................................................................3
Value chain analysis.................................................................................................................3
External analysis..........................................................................................................................4
PESTEL analysis......................................................................................................................4
SWOT analysis.........................................................................................................................5
Marketing goals...............................................................................................................................6
Marketing Strategy..........................................................................................................................7
Target audience............................................................................................................................9
Marketing mix.................................................................................................................................9
Product.........................................................................................................................................9
Price.............................................................................................................................................9
Distribution..................................................................................................................................9
Communication..........................................................................................................................10
Implementation plan......................................................................................................................10
Tactical marketing activities......................................................................................................10
Evaluation and control...............................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
List of figures
Figure 1: Segmentation of Scooters Coffee.....................................................................................8

Marketing and Strategy 3
Introduction
This report is the marketing plan of an organization named Scooters Coffee. This report
provides effective marketing strategies and tactics to target more customers in the market.
Scooters Coffee is the famous coffee producing company in the beverage market. Customers
always enjoy the high quality services of coffee provided by the company. By this way, company
is increasing its business area and sales of coffee in the market. This report provides an effective
marketing plan for the company Scooters Coffee. The report provides effective marketing
strategies to attract the customers in USA market for the quality coffee and beverages products.
Report focuses on the environmental analysis in which the company is operating. Along with
this, report also identifies the target market, marketing objectives, marketing strategies including
marketing mix, and budget implementation plan for successful business operations (Scooters,
2017).
Environment analysis
Internal analysis
Value chain analysis
Core competencies-
There are value chain activities performed by Scooters Coffee in its business operations.
Those activities high quality beans raw material and supply chain activities in the business
operations. Further, company uses healthy ingredients in the drink beverages. Company has
effective environment including healthy coffee and drinks, clean and friendly environment.
Along with this, company has fast services and quality products at the affordable rates
(Armstrong, Adam, Denize and Kotler, 2014).
Capabilities-
Scooters Coffee focuses on adding value in the coffee products so that more and more
customers. This would be effective for the company to compete with the competitors in the
market. Company will provide super experience to the customers with the quality products. So,
Scooters Coffee is known as for speediness (Kotler et al, 2012).

Marketing and Strategy 4
Resources-
The company has high quality raw material and coffee beans to prepare the coffee and
other drinks for the customers. The company uses natural products and ingredients as compared
to other competitors.
External analysis
PESTEL analysis
Political-
It is important for Scooters coffee to rely on the organic products while preparing coffee
as there are different rules for the food ingredients in various countries. Further, Scooters coffee
is willing to follow various sourcing strategies. Company focuses on the fair trade practices in
the market. Along with this, laws and regulations of every country impact on the business of
Scooters coffee as company buys raw materials from other countries. There are some regulatory
factors also that impact the business of Scooters coffee (Lynn, David, Wang & Mehlum, 2011).
Economic-
Sometimes, the economic recession at the global level can be key economic factor for
Scooters coffee. The economic factors impact the profitability of Scooters coffee in the operating
market. Due to economic recession, customers can shift towards the cheaper option which can
decrease the profitability of the company. There are some other factors like local economic
environment, taxation level in the various market and exchange rates of currency which must
impact the business of Scooters coffee.
Social-
Scooters coffee is famous for high quality coffee among the customers. The company
provides cheaper products with the without compromising with the quality. This is the key social
factor by which Scooters coffee has to deal in the market. In current time, customers are focused
on ‘green’ and ‘ethical chic’. Along with this, they are also concerned about the environmental
and social costs of the brand.
Technological-