Marketing Plan for Happy Goblin Coffee Shop

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).