Marketing Plan of Black Velvet 1 Restaurant

RUNNING HEAD: Marketing Plan of Black Velvet 0
Black Velvet
Marketing Plan
(Student Name)
1/15/2019
Executive Summary
Marketing Plan plays a prominent role in the growth of any business. It helps the company to
achieve their targeted goal in more effective manner. The country such as Australia has hub

Marketing Plan of Black Velvet 1
of restaurants in which one of the leading dessert shops caters the innovative product to their
consumers with variety of flavors. It is considered as one of the leading desert shops in
Sydney due to their innovative flavors in dessert and beverages. The confectionery industry
in Australia provides huge earning to their companies. In the year 2018, such industry has
earned USD$ 5700 billion that attract maximum firms towards such industry that increase
competition in the market. The major competitors of Black Velvet are Cake Shop, Swiss
Bakery and so on which give a huge competition to the Black Velvet by providing their
service at low price. Black Velvet need to concentrate on their marketing strategy to compete
with such competitors in the market therefore, they can provide a variety of flavor in dessert
and beverages that would make them unique from others. The Black Velvet should use
competitive pricing strategy as well as an effective promotional strategy to target their
consumers in a more effective manner. In the following report, an effective marketing plan
has been covering for Black Velvet that would help them to reach out maximum consumers
in a more effective manner.

Marketing Plan of Black Velvet 2
Table of Contents
Executive Summary...................................................................................................................1
1. Introduction............................................................................................................................3
2. Background of the company..................................................................................................3
2.1. Mission............................................................................................................................4
2.2. Success keys....................................................................................................................4
3. Situation Analysis..................................................................................................................4
3.1. Consumer Analysis..........................................................................................................4
3.2. Financial analysis of the Market......................................................................................5
4. Brief of external market.........................................................................................................5
4.1. Competitor Analysis........................................................................................................5
4.2. Environmental Analysis..................................................................................................6
5. Internal Market.......................................................................................................................7
5.1. SWOT..............................................................................................................................7
6. SMART objectives...............................................................................................................10
7. Marketing Strategy...............................................................................................................11
7.1. Segmentation, Targeting, and positioning.....................................................................11

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7.2. Marketing Mix...............................................................................................................12
7.3. Earlier issues..................................................................................................................13
8. Marketing Implementation Plan...........................................................................................14
9. Evaluation and Control........................................................................................................16
10. Conclusion..........................................................................................................................16
References................................................................................................................................17

Marketing Plan of Black Velvet 4
1. Introduction
Marketing planning is an effective tool to enter a new market or to survive in competitive
market. It plays vital role in success of any business. Every company needs to have strong
base of planning to compete their competitors in more effective manner (Hawkins and
Mothersbaugh, 2010). Australia is hub of restaurants; such industry is experiencing strong
growth over the past five years. It is among the few countries wherein the consumption of
food is high (Lee, Hallak and Sardeshmukh, 2016). One of the restaurants in Australia, Black
Velvet is planning to expand their business with a new variety of foods and new stall in
Sydney (Black Velvet, 2018).
In the following report, proper analysis will be done for the expansion of business and
accordingly marketing plan will be prepared to enter in the new location of the country.
2. Background of the company
Black Velvet is one of the famous dessert shops in Sydney. The shop is formed in 2014 with
the goal of bringing sublime dessert experiences to Sydney. It is based on the innovative as
well as an attractive concept in which their journey continues while searching for the best
international talent for caking making and they collaborate with the artists who are best in
their fields of passion. The shop is catering exceptional flavors to their consumers such as
black velvet, lemon vodka, passion fruit velvet, Italiano and so on that made them famous in
the street of Sydney. They have won gold medals in Annual Bake-Off awards that made their
business more successful. They have created the base of loyal consumers by catering to the
high quality of products as well as services at a competitive price. Variety of desserts offered
by the company with various flavors such as salted caramel cupcakes, cheesecakes, flavored

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coffee with options of sugar-free or less sugar, vegan as well as gluten-free to suits the
requirement of the individuals (Black Velvet Sydney, 2018).
2.1. Mission
Black Velvet mainly focus on the quality of products with innovative ideas at the modest
process to meet the expectations of consumers as well as attract more loyal native and tourists
2.2. Success keys
 Innovative Flavours
 High-Quality Product
 Competitive Pricing
3. Situation Analysis
3.1. Consumer Analysis
The confectionery industry of Australia has shown as strong growth in the past scenario, as
the people of Australia are addicted to the coffee as well as desserts. Australia is included
among the few countries wherein prompt consumption of the coffee is very high. The
population of Australia has extremely attracted towards the roots as well as tastes of the
products (Wardle and Chang, 2015). The consumers of Australia are very keen to know about
the foundation of coffee beans and the interest of the consumers towards such product
utilized in the tactical plans of most of the companies. The individuals of Australia are sweets
lovers that made them a force to visit such innovative shops to taste the flavor. They are knee
about the taste of the product with effective prices. The spending power of the consumers is
high for foods and they are mainly attracted towards the product at a reasonable price. The
eating and traveling out are the main leisure-spending activities by the consumers of