Coffee Shop Marketing Strategy

This assignment requires you to analyze the marketing environment of a specific coffee shop, The Populus Coffee & Food Co., with a particular focus on sustainability. You need to identify their target market, competitive advantages, and conduct a SWOT analysis highlighting their strengths, weaknesses, opportunities, and threats. Furthermore, you will apply the 4Ps (Product, Price, Place, Promotion) of the marketing mix to develop a comprehensive marketing strategy for the coffee shop, emphasizing sustainable practices.

Running head: MARKETING APP PROPOSAL
MARKETING APP PROPOSAL
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Executive Summary:
The purpose of the report is to summarize the service marketing issues of Populus Cafe in
Singapore. While discussing the service marketing of the cafe, it is identified that there are
presence of several service marketing issues in the cafe. The report focus n the situational
analysis of the present market environment of the cafe which helps the management in
identifying the resources and capabilities of the coffee shop in terms of internal and external
factors. The analysis also helps indentifying the service marketing issues of the firm. These
issues are not only affecting the business of the cafe, but also are destroying the image of the
firm in the eyes of the customers. The service marketing issues prevalent in the coffee shop
are delay in serving the order, queue management, poor service, orders mixing up, inadequate
physical and less cozy environment. The essay goes on discussing the issues and suggests the
way in which the cafe can resolve the issues. The report present one of the major marketing
strategies like marketing mix that will help the cafe in resolving he service marketing issues
present in the cafe. However, the report presents the evidence that the cafe follows some
marketing strategies that determine the sustainability of the form in the market. Lastly, while
concluding the report a recommendation of mobile app is given to reduce he service
marketing issues and enhance the service quality of the firm. It is assumed that the mobile
app will not only help resolving the service issues, but will also help maintaining and
enhancing the brand image of the firm in the customers.

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Table of Contents
1.0 Introduction:.........................................................................................................................3
2.0 Situational Analysis:............................................................................................................3
2.1 Background:.....................................................................................................................3
2.2 Marketing Environment:..................................................................................................4
2.3 Market Segmentation:......................................................................................................4
3.1 Service Marketing Issue:......................................................................................................5
Marketing Mix Recommendation:.........................................................................................5
3.1.1........................................................................................................................................5
3.1.2........................................................................................................................................5
3.1.3........................................................................................................................................6
3.1.4........................................................................................................................................6
3.2 Sustainable Marketing:.....................................................................................................6
4.0 Conclusion and Recommendation:......................................................................................7
5.0 Mobile App Design:.............................................................................................................7
Reference:..................................................................................................................................9

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1.0 Introduction:
The report aims to identify the scope of the service marketing of one of the famous
café of Singapore. The purpose of the report to analyse the situation of the organization and
the find out the scope of enhancing the service of the café and the improving the strategies of
the service marketing. The purpose also includes proposing a marketing app for the
enhancement of the service marketing. The scope of the improving the service is higher in the
organization as coffee shop cannot be substituted by any other option. The scope of the report
lies in the service issue present in the café. It is assumed that the organization need to focus
on the service marketing of the café in order to gain more customer attraction. In addition, it
is also assumed that the café has some limitation that it cannot improve the marketing
strategies. However, the following report present a layout of the present situation of the café
in the market and recommends a mobile app for the improvement in the marketing strategies.
The entire report shows the service marketing for the service product of the café and the way
to develop the same (Lovelock & Patterson, 2015).
2.0 Situational Analysis:
The situational analysis of the café presents the current market and business
environment of the organization (Do you know this term?, 2017). Moreover, the situational
analysis also helps the café to understand the internal capabilities and the resource of the café
and the external opportunities for the improvement of the café service. The situational
analysis of the café is given below.
2.1 Background:
The Populous Café is a coffee shop in Singapore. The cafe is situated almost at the
centre of the city, which attracts the customers of all ages (The Populus Coffee & Food Co,
2017). The coffee shop offers various kind of coffee to the customers along with other snacks
ad foods. The existence of the coffee shop is not more than five years in the market. Initially
the cafe started as a coffee shop and only offered various kinds of coffees to the customers.
Soon it started gaining popularity in the customers and the cafe introduced other snacks in the
menu. For the last two years, the cafe has been offering both lunch and dinner dishes to the
customers. The firm also follows the green environment strategies and manages the organic
wastage as well as recycle the coffee cups. Undoubtedly, there are several reasons for the
cafe to be popular and one of the most crowded coffee shops in the market.

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2.2 Marketing Environment:
Marketing environment is the present situation of the market in which the café exists
and refers to that particular environment in which the marketing of the organization will take
place (Dawson, 2014). The present marketing environment is determined by both internal and
external forces that can influence the business of the firm. The internal forces affecting the
firm business can be poor performance, financial difficulties, insufficient resources to
compete with other firms, bad service and product quality and so on (Marketing Tutor, 2017).
These internal factors are capable of influencing the café’s business in the local as market.
Along with the internal forces, the external forces are equally capable of affecting the
service business of the café. The café in today’s era one of the best places for gathering for
people of every age. Thus, the number of café ins increasing rapidly and Singapore is no
exception. There are many others café that have gradually capturing the market of the coffee
shop and offering unique service to the customers. The external forces of the emerging new
firms in the same business and the potential firms are a threat to the Populus Café. The
competency other firms, unique service and product, financial condition, better performance
and the choice of people of café by the performance ad service offered of the same are some
of the external forces that are able to affect the service of the firm
(Mymarketingnotebook.blogspot.in, 2017).
To eliminate the impact of the environmental factors, the firm must follow he
implication that can help the same in finding the environmental opportunities to expandthe
business. The opportunities of the café imply that the café should introduce free Wi-Fi and
newspaper for the single customers so that they do not get bored by the time order is served.
Other opportunities involve the introduction of the home delivery system, development of a
mobile app that will help the customer to get all the required information about the café,
improvement of the service and product quality to attract more customers, introduction of
alternative of the caffeine for health concerned customers and so on. Grabbing these
opportunities can help the café to create a permanent place in the market as well as in the
hearts of the people.
2.3 Market Segmentation:
Segmenting the market is one of the major and vital marketing strategies that any firm
should follow for effective business outcome (Wedel & Kamakura, 2012). Market
segmentation is the process of the determining a specific group of consumers for the business

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that can help the firm for most profit (Stratton & Werner, 2013). Market segmentation also
helps the firm to plan the positioning strategies for the business according to the target
market. For the chosen café, the market segmentation will have based on the age, as because
the consumption of coffee is different to the people of different age. Hence, according to the
market segmentation the target market for the café will be the young professionals, students
and young adults (What Is the Target Market for Coffee?, 2017).
3.1 Service Marketing Issue:
Service marketing issues are relevant and prevalent in any business that provides
service to the consumers (Gummesson & Grönroos, 2012). The service marketing issues can
be of various kinds- from ambience to the serving of order to the customers. There are several
service marketing issues that I have encountered during my visit to the café. Despite of being
one of the crowded coffee shops in the market, I encountered service issues like poor service,
mixing up of orders, lack of service boy, little crowded and less comfortable ambience.
Among all the issues, the poor service is predominant in the café. Due to inadequate physical
in the café it took almost 30 minutes for my order to be served. It seemed this is one of the
major service issues that the café must work on.
Marketing Mix Recommendation:
To resolve the service marketing issues, present in the firm, the personnel of the firm
must consider the principle of the marketing fundamentals, which is generally called the
marketing mix (Khan, 2014). Marketing mix is the set of actions that helps the firm to resolve
the service marketing issues and enhance the brand image of the firm (Singh, 2012). The
marketing mix principles referred for the café are:
3.1.1 Improvement of physical evidence can help resolving the service issues to some extent.
However, the décor and the sitting of the café is casual and more or less comfortable to the
customers. The café must improve the arrangement of the table décor and add extra features
like newspapers, magazines to eliminate the feeling of boredom in the customers while
waiting for the order to be served.
3.1.2 The service of the café is determined by the people. The chefs and the waiters are the
people of the firm. In spite of smartly dressed and polite waiters and chefs, the service of the
café takes time. The cafe must take action in increasing the number of thee service boys in
the café to prevent the delay service.

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3.1.3 The café must take serious action regarding the promotion of café in the social media
for improving the image of the café as well as the reducing the service issues present in the
café. The firm must make attractive advertisement in the social media in order to have the
attention of the irregular customers apart from the daily comer. However, the café is one of
the crowded coffee shops in the market, the firm needs to design the marketing strategies for
promoting the café for maintaining the image in the market and people.
3.1.4 For gaining the customer satisfaction and maintaining the image in the mind of people,
the process of the service must be considered seriously by the management. The delay in
service determines delay in process, which can never be compromised for a café like Populus
Café. Other process issues like queue management, waiting for staffs to get water also needs
to focused in this regard. Therefore, the café must look into the matter of the process in the
café in order to enhance the swiftness of the same so that the customers get satisfied.
3.2 Sustainable Marketing:
Sustainable marketing refers to the specific marketing strategies that helps and
organization to determine its sustainability in the specific market (Danciu, 2013). The
management of the organization is responsible for planning such strategies that are capable of
maintaining the sustainability of the organization (Emery, 2012). Similarly, the chosen café
follows some sustainability strategies. The firm’s contribution towards the sustainable
marketing is evident by the strategies taken by the green strategies taken by the firm’s
management (Ferreira, 2017). Disposable cups are one of the major strategies of the cafe in
order to ensure the sustainability of the cafe in the market. Disposable coffee cups used by
the cafe not only keep the environment clean but also help ensuring the sustainability of the
cafe. Reusable cups are also used which is recycled and used again. The cafe also follows the
sustainable program like water saving workplace resources, healthy eating, waste
management and others. Other sustainable approaches like reducing carbon emission by
turning off the coffee machine while not needed, recycling organic waste, and fair trade of
coffee can be noted (Yang et al., 2012). These green strategies not only help the firm in
maintaining the sustainability of the same in the market but also help the environment
pollution free and to some extent reduce the challenges of service marketing issues ( Jang,
Kim & Lee, 2015). Therefore, the contribution of the sustainability marketing is noteworthy
for the Populus Cafe.

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4.0 Conclusion and Recommendation:
Therefore, this can be concluded from the above essay that the service marketing is
one of the vital and necessary strategies of business for any firm providing service to the
customers. The Populus Café being one of the best and crowded coffee shop in town offers
various coffee to its customers. It is evident from the situational analysis of the market
environment of the café that the firm holds a popular and reputed position in the market of
coffee shop in Singapore. However, the café has some severe service issues that the
customers of the café encounter. The marketing mix presents a clear idea of the café’s several
service issues in the café. These issues can disrupt the image of the firm in the market due to
which the café can face lose in business. The service issue can also reduce the popularity of
the café. Hence, it is recommended to the management of Populus Café to implement
effective marketing strategies for maintaining the image of the firm in the market as well as
in the mind of the people. It is highly recommended to the café that it must consider
implementing a mobile app of the café for the customers to improve the existence of its
image in the market and resolve the service issues present in the coffee shop. However, if the
service issues are resolved perfectly, the business of thee café will be able to achieve the
objectives as well as profitable outcome. However, the sustainable marketing approaches of
the firm for green environment as well as future sustainability of Populus Cafe enhance the
brand image of the same. In addition, to certain extent the sustainability marketing
approaches is capable of the reducing the service marketing issues.
5.0 Mobile App Design:
It is recommended in the previous section that the café must think about introducing
and implementing a new mobile app for enhancing the service marketing of the firm. Mobile
is one of the aligned device in the daily life of the people. It is a device that people of every
age uses in today’s era. The management of the firm must take advantage of this device by
implementing a strategy like introducing a mobile app of the Populus Café for the customers.
The app will not only help the existing customer to get all the information of the café, but
also will make irregular customer to know about the existence of the café and the service of
the same. In addition, the app will also be capable of reducing the service issues like long
waiting for the placing orders as well as the order to be served, knowing about the availability
of the seats in the café so that the customers do not have to wait in queue for getting aa table.
Features like knowing the daily menu, price, offers, booking table and others in the mobile

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app will make the customer informative about the café and attract more people in the same.
Hence, the firm’s management must think about planning this particular strategy to improve
the service marketing process of the café (Lovelock & Patterson, 2015).

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