Marketing Plan Proposal - Doc

Running head: MARKETING PLAN PROPOSAL
MARKETING PLAN PROPOSAL
Name of student:
Name of university:
Author note:

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MARKETING PLAN PROPOSAL
Marketing review and opportunity identification
Setting objectives
STEP 1:
Why are we in business now? Café Sydney is not your average
café; it has been in business since
2000. The café is known for
providing for the best coffee in
the town.
This includes mocha, latte and
frappe. The café is also popular
for nibbles like sandwiches and
burgers and quiches. The aim
of Café Sydney is to provide
unique coffee drinking
experience to its customers at a
competitive price.
Where does our business stand
now?
We are doing reasonable well
and our annual turnover is $450
million AUD
However, I feel that the footfall
of the millenials or the baby
boomers in our café have
decreased and therefore, we need
to look into that aspect and
expand and diversify our
customer base.
Where do we want to go with our
business?
Market penetration and
specialization
Currently, our aim is both
penetrate the market as well as
specialize. We want to be known
four existing brand of iconic
coffee but at the same time we
would like to introduce new
To entrench our goal we would
like to incorporate food bloggers
and celebrities in Australia. We
aim to reach out to our customers
by engaging the potential
consumers through social media

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MARKETING PLAN PROPOSAL
varieties of beverages that would
appeal to the millenials.
campaign. We are planning to
generate a selfie with our new
product contest.
Ultimate business goal The ultimate business goal of
Café Sydney is to establish itself
as a key player among the cafes
in Australia. Secondly, we would
like to retain our employees and
therefore we would offer them
bonus, reward points and badge
of recognition order to motivate
them.
We would like to be known as a
company who specialize in
iconic Australian coffee and at
the same time an employee
friendly company.

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MARKETING PLAN PROPOSAL
STEP 2:
(a)
What is your operating philosophy?
What are the principles that we wish to uphold in
our business?
The principles that we seek to uphold in Café
Sydney is that of value driven initiatives for the
customers as well as the employees, premium
quality coffee and finger food and innovations to
adapt to the changing time. To popularize
Australian coffee among the locals as well as the
tourists.
Do we have more clients in one industry grouping
than another? Is this an accident or on purpose?
Our clients are spread across all the industries right
from clients in the banking sector to the
engineering sector to the diversified sector to the
educational sector to the real estate sector. It is
because our company has been in the business
since 200 and in the past few years it has
established itself as a renowned coffee shop in
Sydney, Australia.

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MARKETING PLAN PROPOSAL
(b) Economic conditions, range of expertise, potential value of each industry grouping.
Is this industry expanding or contracting? Reports have shown that the Australian Food and
Grocery Industry (AFGC) has more employment
than any other industry. Around $127.4, AUD as
been accumulated by the Food and Grocery sector.
The industry has been credited for providing jobs to
more than 7, 300 people in Australia and also to
immigrants.
What are the key values that we wish to impart to
our clients
Staff: We wish to impart the value of integrity in
our staff towards our customers. We firmly believe
that need to be continuously provide premium
quality-food to our customers and make them feel
at home in Café Sydney (Reinecke, Manning &
Von Hagen, 2012). Another value that we wish to
impart in our staff is innovation. Alternatively, our
brand believes in keeping up with the changing
times and therefore we need to understand the
target market and come up with plans that would
help us in retaining our customers. We would
expect our clients to follow ethical code in the
production of food and in service to the customers.

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MARKETING PLAN PROPOSAL
We would inspire the staff to engage in strategic
thinking and come up with ideas that would enable
us to entrench ourselves in the market.
Client: We would expect our clients to be proactive
and encourage us to provide them with the best
service.

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MARKETING PLAN PROPOSAL
STEP 3:
Identifying the opportunities for the business firm
Café Sydney has immense potential to sustain its position in the food and beverage market by
incorporating innovative food items to its existing menu (Beuchelt & Zeller 2013). It can work for better
interiors and remain committed in maintaining the interiors that would appeal to the aesthetic value of its
customers. Since the coffee industry is the fastest growing industry, it is important to be aware about the
current market trends and respond to it accordingly.
Is this an industry in we have special expertise?
Considering the 17 years of journey in the food and beverage industry of Australia, it can be stated that
Café Sydney has gained expertise in this industry over the years.
Are there benefits to our widening our exposure to this industry?
There are evident benefits of Café Sydney in expanding its market. It has been found that 60 per cent of
the customers are the youth of the country and therefore, there is huge potential for the food and beverage
industry to grow and generate employment in the form of chefs, food stylists, food bloggers, kitchen
operation manager and waiters to name a few (Geereddy, 2013).
What size of the clients that we wish to attract?
Small/medium/corporate
Type of industry:
Sydney café can be enlisted as a café that caters to
the medium to higher-income group. Our products
are reasonable priced, therefore we would like to

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MARKETING PLAN PROPOSAL
Type of structure:
cater to people from all walks of life. The
clienteles size is medium and we do not wish to
restrict ourselves to any particulars industry.
What services can we provide these clients? We aim to provide class-of-art services to our
clients at a competitive price. We would want
them to visit the café and feel good about
themselves (Kim & Mauborgne, 2014). Therefore,
customer service through complimentary offers
and happy hours will be implemented to make our
clients feel special and to retain the value of our
clients.
What are our clients asking for? Our clients are asking for quality, affordability
and innovation in food and we aim to maintain
that standard in our food.
Have we lost the clients? I feel that a proportion of the younger generation
we have lost. It may be due to our lack of
innovative products and healthy alternatives that
would connect with the health enthusiasts
Why did we lose them? (Client surveys may help in
ascertaining client satisfaction)
We conducted an online survey via social media
platforms of Facebook and Twitter. We also
distributed questionnaires among the existing
customers when they visited our café.
Step 4:

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MARKETING PLAN PROPOSAL
Who are your clients?
What is the market size? It is estimated that there will be a growth in the
market by 3.5 per cent (Matzler et al., 2013).

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MARKETING PLAN PROPOSAL
STEP 5:
External
influencers? Who
are they?
What is their role,
relationship and
influence with your
firm?
What services or
interactions do they
provide us or we
provide to them
What are our
expectations of our
firm’s activities
and performances
What can our
firm do to
meet their
expectations?
Supplier Any business would
need a supplier to
survive as they are
the ones who
provide the
necessary items to
the Café and
enables in its
functioning
They supply the raw
materials that are
required for
preparing the
various food items.
We would aim to
keep our café
running smoothly
throughout the
year, therefore we
would require them
to be supportive
and maintain
diligence in the
delivery of the
products.
Our
responsibility
would be to
keep a track of
the supplies,
inform them in
case there are
discrepancies
and motivate
them to
provide us
with the best
supply of raw
materials.
ANZ Bank This is a reputed
bank in Australia
and provides us
These financial
services include
helping with
We would expect
the ANZ Bank to
provide us with
We would
remain honest
in our plan and

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MARKETING PLAN PROPOSAL
with loans and other
financial services
management of the
employees through
looking after their
accounts, disbursal
of the health
insurance and the
management of the
overall funds.
timely loans and
help in expanding
our business.
share the
business
model and
market plan
with the bank
and keep them
updated about
our target and
progress.
STEP 6:
What are our skills? (Include the collective
abilities; wisdom and knowledge that our staff have
and use in carrying out your core business)
Mentorship, courteous employees and chefs who
educate the customers about the food.

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MARKETING PLAN PROPOSAL
What services do we provide?
(Include any customer service systems that are
employed to maintain good customer relationships)
complimentary offers, birthday cakes that will be
customized, happy hours, information about
discount coupon via food apps and mobile.
Greeting messages on holidays and special
occasions.
STEP 7: FIRM’S INTERNAL STRENGTH AND WEAKNESS
Strength Weakness
 The company has strong relationship
who are third party vendors
 Brand value since the brand has
become quite a household name
 It is situated in a key position that
 It face problem in having new
conversation topics
 It has a redundant menu that might not
appeal to the foodie who loves to
experiment with food.

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MARKETING PLAN PROPOSAL
makes it accessible for the teeming
food enthusiasts.
 We have attracted a wide range of food
bloggers and celebrity customers over
the years and feel that their presence
would heighten the market value.
 We have deployed social media to
reach out to our customers and they
have been quite receptive.
 Lacks innovative marketing strategy.
 We have lost our customers who are
health conscious, vegetarians and
vegans. They feel left out, as they fear
that our restaurants do not have enough
food items for them.

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MARKETING PLAN PROPOSAL
FIRM’S EXTERNAL OPPORTUNITIES AND THREATS
Opportunities Threats
 Sydney café has a growing market that
has a significant change of target
 It has opportunities for increase in sales
 It can renovate its existing menu and
include Mediterranean food and fusion
food that has become a hit with the
millenials.
 It can work on including flavoured tea
and coffee that will have a value with
the foodie.
 We can organize karaoke nights and
musical evenings for our customers.
This will make them veer towards the
café and generate more customers in
the future.
 We need to understand the demand of
the health conscious group who do not
visit our cafe due to the lack of healthy
beverages and food.
 We need to include a wider menu of
vegetarian items for the vegetarian
 Competition from existing coffee
chains in the locality’
 Competition from brands who provide
unique dining experience to the
customers.
 If there is an inflation in the country it
will impact on the sales of the café.
 We are exposed to the established
cafeteria, casual dining restaurants.

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MARKETING PLAN PROPOSAL
customers as their footfall is quite low.
 We need to understand the culture of
veganism and incorporate food items
that cater to their values.
Step 8:

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MARKETING PLAN PROPOSAL
Analysis of the top clients- Belly Rumbles and Miranda Kerr
Who are they?
What services do we provide to these clients?
How can we offer better service in the future?
Client Services provided Future services
1. Belly Rumbles. She is a famous food
blogger from Australia and has been our
client for a long period. She often visits
our restaurant and is called on to taste
the new menu every time that we
introduce. She has celebrated her
birthday with us and we arranged a
caffeine flavoured cake with her name
written with gold flakes. It became a
sensation on the internet.
In future, we would like her to bring her family
members and share their birthdays and other
important events in their lives.
2
Another top client of ours is Miranda
Kerr. She is a supermodel and visits the
café with her baby. She is fond of our
latte and mocha. She loves our range of
pastries too. Whenever she visits our
café, she never forgets to order the
blueberry cake and pink lemonade.
In future, we would want to celebrate her
daughter’s birthday with spectacular
celebration.

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MARKETING PLAN PROPOSAL
Step 9: Analyzing your own firm

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MARKETING PLAN PROPOSAL
How much have we invested in the marketplace in
the past 3 years?
In the past three years our investment has been 100,
000 million AUD.
What is the annual rate of return on our
investment?
The annual rate of return of our investment is 6250
million AUD.