Marketing Plan for Happy Goblin Coffee Shop

This marketing plan outlines the expansion of Happy Goblin Coffee Shop from Sydney to Brisbane, including a situational analysis, SWOT analysis, competitive positioning, and marketing mix.

MARKETING PLAN
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

Introduction
 The consumption of coffee appears to be quite popular among the average
middle income or high end customer in Australia.
 People who are twenty years and older, love drinking coffee and are seen
to frequent bistros and cafes where they can sit down and enjoy a nice
cappuccino while engaging in a meaningful conversation with friends and
associates (Baverstock, 2016).
 Running a small business like a café or bistro in an Australian city, that
offers coffee of different types in addition to small snacks and savories can
prove to be quite profitable, given the love of coffee among the average
Australian and the popularity of hang out destinations like cafes and
bistros (Chernev, 2015).
 This report prepares a marketing plan based on detailed situational
analysis that can be used by the Happy Goblin Coffee Shop, a small café in
Sydney, to expand its operations to the city of Brisbane, where it is likely
to do as well as it is currently doing in Sydney. The report concludes with a
number of effective recommendations that can be taken into consideration
by the owners of the Happy Goblin, for expansion into Brisbane.

About the Happy Goblin
 The Happy Goblin is a small café that has been running
in the city of Sydney for some time now and which offers
customers with a delicious variety of Brazilian, Ethiopian,
and Indonesian coffee to make a selection from.
 The Happy Goblin also offers its customers delicious
tidbits and savories to dig into along with their coffee.
 The Happy Goblin is popular and famous because of the
fact that it caters to budget customers, and it remains
open on all days of the week.
 Based on the success of its business operations in
Sydney, this small business now intends on expanding to
Brisbane, in order to establish a base here and cater to
customers in the same way that it does in Sydney.

SWOT Analysis
 Strengths – The Happy Goblin is a café that specializes in the
production of exotic varieties of coffee like Brazilian, Indonesian
and Ethiopian coffee. Visitors are guaranteed of an exotic taste and
feel to the coffee that they order for at this bistro. The Happy
Goblin is also serviced by a dedicated and committed staff that
works night and day in order to meet the needs and requirements
of the customers in the best possible way (Da Silva & Las Casas,
2017).
 Weaknesses – The biggest drawback associated with the Happy
Goblin is the fact that customers only get to make a selection from
different types of coffee and not other beverages like tea or ginger
ale, or even soft drinks and lemonade for that matter. Other cafes
and bistros along the lines of the Happy Goblin make tea,
lemonade and smoothies available as well, in addition to coffee
and are thus able to cater to a larger clientele than what the Happy
Goblin is able to do at the moment (Fine, 2017).

SWOT Analysis
 Opportunities – The love and the demand for coffee in the different
cities and towns of Australia makes it clear that any coffee business is
likely to do well in such destinations. The Happy Goblin therefore has
considerable opportunity to expand and to grow to great heights, by
not keeping its operations confined to Sydney but expand to other
cities and towns like Brisbane for example (Lamb & Crompton, 2017).
 Threats – Although the Happy Goblin is a coffee shop that is doing
quite well in Sydney and will also do well in other destinations such
as Brisbane, if it expands to this city, the threat of rivalry and
competition is very high. This is because there are many small cafes
and bistros in Sydney and other Australian cities such as Brisbane,
that offer coffee and food that is very similar to what is made
available at the Happy Goblin. The Happy Goblin has to keep its food
and beverage as unique and delectable as possible in order to ward
off the threats that are posed by rivals (Lidstone & McLennan, 2017).
 .

Porters 5 Forces Analysis
 Threat of Competition – The threat of competition is all too
real for the Happy Goblin in Brisbane, given the fact that there
are many small cafes that are in operation in this city. Most of
the cafes in Brisbane already and successfully cater to the type
of target audience that the business is looking to reach out to,
and the Happy Goblin will have to keep its prices as competitive
as possible while keeping the quality of its meals top notch at
the same time, in order to combat the threat that is posed by
competition. (Prasad & Warrier, 2016).
 Bargaining Power of Suppliers – Given that there are many
different coffee shops in existence in the city of Brisbane, the
bargaining power of suppliers is likely to be quite low. The more
cafes there are, the less will be the strength or ability of
suppliers to dictate terms and conditions to small business
owners (Prasad & Warrier, 2016).

Porters 5 Forces Analysis
 Bargaining Power of Customers – The bargaining power of customers
however is quite high, given the fact that they have so many options to make a
choice from, as far as cafes in Brisbane are concerned. If the Happy Goblin is
not able to offer affordably priced coffee and savories of excellent quality,
customers will immediately have at least two to three options that they can turn
to in the same city, thus resulting in a business loss for the Happy Goblin
(Prasad & Warrier, 2016).
 Threat of New Entry – The threat of new entry is quite a real threat for the
Happy Goblin in Brisbane. Due to the high demand for coffee shops, any small
business owner can choose to invest capital and start up a coffee shop that is
not too different from what the Happy Goblin is (Prasad & Warrier, 2016).

 Threat of Substitution – The threat of substation is low for a business like the
Happy Goblin in Brisbane. This is because the Happy Goblin offers exotic
varieties of coffee only and this is not something that other cafes in the same
city can easily substitute or offer their customers with (Prasad & Warrier, 2016).

Competitive Positioning
 On the basis of the theory of competitive advantage,
the Happy Goblin will aim to make its business stand
out in the market by playing instrumental and jazz
music at the café during the hours of its operation
(Paley, 2017).
 Jazz music is quite soothing to the ears and is certain
to relax customers who visit the coffee to unwind after
a long day (Paley, 2017)
 The Happy Goblin will also offer new varieties of coffee
such as Chili Coffee that is mixed with red chili spices
and Oreo coffee which is mixed with the delicious
crumbs of Oreo biscuits, to position its business quite
uniquely in Brisbane (Paley, 2017)

Marketing Mix
 Product – The product being marketed here is the coffee and
savories that are offered at the Happy Goblin Café which has
been operating in Sydney for some time now and which is now
looking to expand to the city of Brisbane for greater business
and consequently greater profit. Coffee of many different
varieties and tidbits like sandwiches and burgers will be made
available to all those who pay a visit to the Happy Goblin Café
in Sydney (Pike, 2017).
 Place – The place for business expansion will be the Australian
city of Brisbane. The city of Brisbane is a large metropolis that
is inhabited by people of diverse ethnic and economic
backgrounds and where a small business like the Happy Goblin
Café is certain to find the target audience that it needs to
establish its business quite prominently over here (Pride &
Ferrell, 2016).

Marketing Mix
 Price – The price of the coffee and savories that are offered by
the Happy Goblin Café in Sydney will be kept as affordably
priced as possible in order to reach out to wide sections of the
city’s possible with ease. The price of coffee and savories will be
fixed at $ 10 for a cup of coffee and $ 15 for a savory. The price
can later be increased based on how well the café is seen to do
in the first six months of its operations in Brisbane (Pride &
Ferrell, 2016).
 Promotion – The promotional activities for the Happy Goblin
Café will be carried out on social media platforms like Twitter
and Facebook and also Instagram. By doing so, the owners of
the café can reach out to a very wide customer base in a
minimum time period. Leaflets regarding the coffee shop and its
products will also be distributed at malls and groceries in
Brisbane to ensure wide outreach (Pike, 2017).

Conclusion/
Recommendations
 Efforts should be made by the café owners to include some
variety in terms of the food that the café offers in
Brisbane, given that people love accompaniments with
coffee. Interesting foods like quiches and pies can be
included as part of the savories that are offered to
customers at the Happy Goblin in Brisbane (Pike, 2017)
 Special needs of customers who have health related issues
like diabetes or high cholesterol should be taken into
consideration when running a coffee business in Brisbane.
Care should be taken about how coffee and meals are
prepared for such customers in to win the loyalty and
satisfaction of such customers over the long run (Paley,
2017).


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