Marketing Plan for Happy Goblin Coffee Shop

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

Running head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
1. About the Happy Goblin.....................................................................................................2
2. Situational Analysis............................................................................................................3
a. SWOT Analysis..............................................................................................................3
b. Porters Five Forces Analysis...........................................................................................4
3. Competitive Positioning.....................................................................................................5
4. Marketing Mix....................................................................................................................5
5. Recommendations...............................................................................................................6

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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.
1. 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.

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2. Situational Analysis
a. 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).
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

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and beverage as unique and delectable as possible in order to ward off the threats that are
posed by rivals and by competitors (Lidstone & McLennan, 2017).
b. Porters Five 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).
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).

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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).
3. 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. Jazz music is quite soothing to the ears and is certain to relax
customers who visit the coffee to unwind after a long day. 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).
4. 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

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target audience that it needs to establish its business quite prominently over here (Pride &
Ferrell, 2016).
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).
5. 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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