Marketing Strategies for Small Businesses

This assignment involves conducting a comprehensive marketing research study for Kelvin Cafe & Restaurant. The research aims to identify the strengths and weaknesses of the company's current marketing practices and provide recommendations for improvement. The study includes analyzing customer preferences, taste, and demands before serving their goods directly to them. For small businesses like Kelvin Cafe & Restaurant, effective marketing methods are crucial to spread awareness about products appropriately. Through this process, customers can get information about their goods in a proper manner and make informed decisions.

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Diverse activities carried out in marketing department....................................................1
1.2 Market Segmentation........................................................................................................2
1.3 Marketing mix..................................................................................................................2
TASK 2............................................................................................................................................3
2.1 Aims of research and market analysis..............................................................................3
2.2 Market research methods..................................................................................................4
2.3 Tools and techniques of market analysis..........................................................................4
TASK 3............................................................................................................................................4
4.1 Methods used to e-market products or services...............................................................4
4.2 Procedure of managing online image...............................................................................5
TASK 4............................................................................................................................................5
3.1 Market analysis techniques...............................................................................................5
3.2 Interpretation....................................................................................................................6
3.3 Findings of marketing team .............................................................................................6
RECOMMENDATION...................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is considered as an activity through which it enables consumers to purchase their
products as per their needs and wants. This is basically a process in which it includes advertising
of products so as to increase its sales and profitability is done. In this report, company that is
taken is of small business that has launched their business 6 months ago is Kelvin Cafe &
Restaurant. This report will give an overview about marketing strategies through which the can
gain maximum benefits (Lefebvre, 2011). Along with this, research of market is being done in
order to make aims and objectives so that they can attain their desired targets in speculated time
frame. Further, different marketing techniques are being done for implementing them in further
business operations.
TASK 1
1.1 Diverse activities carried out in marketing department
For increasing sales it is essential that company incorporates best marketing strategies or
tool so that they can sustain a better position at market area. Thus, by delivering excellent
services it assist Kelvin Cafe and Restaurant in maintaining a better relation with customers and
other sources as well. Therefore, marketing department plays a crucial role in organising the task
in an effective way. Other than this, department of marketing assist company in improving sales
and profitability. Below some of the points are mentioned that helps department of marketing in
establishing business in an effective way:
Builds a relationship with audience: Manufacturing or producing goods is not the only task
that is to be performed by company what important is to establish a better relationship with
consumes. Therefore, it can be attained by producing commodities that are according to the
needs and wants of customers. Thus, it will help them in grabbing attention of maximum number
of people as a result it will increase sales and profitability.
Participation of customers: Through this, company try to engage customers by producing
commodities according to the choices and preferences of consumers. To make this possible
Kelvin Cafe and Restaurant is evaluating feedbacks and reviews as a result it is assisting them in
identifying current trends that are available in the market (McClements, 2015). Furthermore,
through this they are formulating strategies and plan of action according to the situation and
circumstances.
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Create more and more income: Most of the organisation establishes business in order to
generate revenues so that they can expand their business effectively. Therefore, by
manufacturing goods according to the needs and wants they are gaining maximum profit as a
result it is expanding customer's base in different parts as well.
1.2 Market Segmentation
Market segmentation is an effective tool for attracting a large number of customers in
respective area. Further company divide market area into different segments on the basis of age,
gender, class etc., Therefore, entire process of marketing segmentation is explained below:
Segmentation: As market environment provided in London is very good and it has given
freedom to its retailers in providing services and facilities as per their choices. Therefore, in
terms of demographic they have classified and delivering goods accordingly.
Targeting: Kelvin Cafe and Restaurant, has considered all group and sectors of people and
they are producing food items as per its clients (Lees-Marshment, 2014). Firstly, they are
targeting local customers and manufacturing goods accordingly as a result during its initial years
they have win loyalty of customers.
Positioning: Kelvin Cafe and Restaurant in their initial years were not getting any
success but gradually after optimising all the sources through which they can get maximum
results are now in a better position. Gradually, an increase in sales and profitability at the same
time.
1.3 Marketing mix
Marketing mix is used by most of the companies in order to increase profit margin, this
helps them in considering the entire factor that are important to be considered which are called as
4Ps and it includes product, price, place and promotion. In context with Kelvin Cafe and
Restaurant they are using this concept just to have an idea about what kind of marketing strategy
will give them maximum benefits. 4Ps points are explained below:
Product: Firm that is mentioned in this assignment is famous for providing their best cold
coffee by making innovation by adding different flavours to it (Meindl, 2012). This is one of the
beverages that is popular in that particular area where Kelvin Cafe and Restaurant has
established its business. Therefore, shop is giving excellent quality foods and beverages.
Price: This is considered as an important element in context with people. So, company must
set those prices to which customers can agree to pay for. Therefore, in terms of Kelvin Cafe and
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Restaurant, they have fix cost those are very reasonable and during weekends they are offering
discount coupons. As a result it is attracting more and more customers towards their shop and an
increase in sales and profitability can be seen.
Place: Kelvin Cafe and Restaurant has established their ventures in busy place of London,
thus, it is assisting them in delivering their products to different parts as well by using online
process. Other than this, customers can buy their products from the stores that situated at their
near places. Henceforth, to their prime and premium customers they are giving quality services
and people are enjoying the same.
Promotion: Latest technologies have enable Company in promoting activities in an effective
manner. Therefore, Kelvin Cafe and Restaurant has given advertisement in various mediums
through which they can be in reach with its customers. Along with this, it will help them in
grabbing attention of maximum number of customers.
TASK 2
2.1 Aims of research and market analysis
Before launching or establishing any business it is essential that an individual have proper
knowledge about the market area. It will help firm in making a proper plan for their business
operations, along with this, it will assist them in executing their plans effectively. Apart from this
it will help them in identifying the nature and behaviour of customers so that company can
produce goods accordingly (Menvielle, Menvielle and Tournois, 2014). Therefore, some of the
aims of marketing research are given below so as to understand this concept in a better manner:
 To give effective basis of planning
 To reduce marketing expenses and cost
 To evaluate fresh markets for new and existing commodities
 To introduce appropriate policies after determining market area.
 To evaluate competition present in market.
 Finally, to examine internal and external factors that can affect business operations.
Aim of marketing analysis mentioned beneath:
 To identify market trends and current situations
 Mapping for performing marketing process in a systematic.
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2.2 Market research methods
Marketing managers of Kelvin Cafe & Restaurant use various methods to conduct a proper
research which includes-
Behaviour and Analytic- This method helps in determining what customers are really
want to get. In this procedures, employers are needed to track behaviour of customers by
connects with them through email and social sites. While Google Analytics is taken as a tool for
determining how many followers of such companies are connected with them on their personal
websites.
Competitor Analysis- By evaluating position of competitors, strategies and techniques
used by them for attracting and retaining customers aids a firm in making a proper research. This
would also help in developing own strategies better than of rivals.
2.3 Tools and techniques of market analysis
In order to analyse brand value of a company, marketing managers of a small business firm
Kelvin Cafe & Restaurant used following method that are:-
Techniques used for marketing analysis:- Observation: This technique aids a firm to make an eye on latest trends of market place.
This would help in determining needs and demands of customers in a proper manner.
 Surveys: In this section, investigators used to conduct various types of surveys through
personnel interview, mail, online and other methods (Lee and Kotler, 2011).
 Situation Analysis: In this process, researcher can used several techniques to evaluate
market condition as well as factors which affect its business. SWOT, PESTLE and
Porter’s five force model are some approaches that help in evaluating the same.
TASK 3
4.1 Methods used to e-market products or services
A company can use various methods of promoting or selling its products among them e-
marketing is the best one. In this procedure, superiors of Kelvin Cafe & Restaurant are required
to use this application for enhancing its sales performance. Some of the major techniques used in
e-marketing are:-
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Blog marketing- It is a procedure of internet marketing in which a firm needs to creates its
web blog. This service is quite different than business websites as it contains daily or weekly
posting.
Viral marketing- This process is used in creating an awareness of brand of a company by
using existing social network sites (Robichau and Wang, 2018). It is a promoting tool which
includes E-books, short video clips, test messages and more.
Article marketing- In this procedure, employers used to make short articles of its products
and business information. After then they published it on social networking and own websites.
4.2 Procedure of managing online image
Today, in fast developing world customers are mostly used to grab information of a
company’s product by using social networking sites. So, it is a major duty of superiors of a firm
like Kelvin Cafe & Restaurant to oversee the contents available about them on online sites. They
should try to represent positive image only. Some techniques used in managing online reputation
are-
 Search about own
 Buy domain name
 Put all content in one place
 Join Social network and
 Optimise presence of own on these sites
TASK 4
3.1 Market analysis techniques
Through proper marketing analysis, a company can conduct a proper research through which it
can determine in which field they need to make an improvisation (Syed and Kramar, 2017).
Managers can formulate new strategies for attracting minds of customers and gain their retention
too. In this regard some major techniques used by Kelvin Cafe& Restaurant are-
 Primary- This method gives best reliable data, in which an investigator himself used to
conduct research and prepares an original data.
 Secondary- Project makers of marketing division of this process grab some part of
research by secondary method. In this procedure, they evaluate information through data
available on internet, in newspapers and other.
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3.2 Interpretation
Marketing research helps a firm in evaluating its weaknesses and strengths in a proper
manner. In addition to this, data collected through conducting a research has interpreted that this
firm has served all food products and beverages in a tremendous way. But because of low
marketing techniques, it fails to grab attention of people who live in distant places from this firm.
Therefore, adopting new methods and technologies, it provide awareness of brand in vast manner
as well as attract minds of customers towards its services and tasty eatables also.
3.3 Findings of marketing team
For conducting a proper research, marketing department of Kelvin Cafe & Restaurant has
used different sources like primary and secondary methods, e-marketing etc. It will help in
developing more strategies through which sales performance can be improved and enhanced. In
addition to this, they make a proper plan also in order to determine effectiveness of such
strategies for its future context
RECOMMENDATION
After conducting this research, it has recommended for Kelvin Cafe & Restaurant to
improve its marketing procedure. It should make proper action plan which includes all activities
through which minds of customers can be attracted and convince them to taste its product.
CONCLUSION
It has concluded from this project that an enterprise needs to promote its products or
services in an effective manner. They should evaluate demands of customers, their taste,
preferences and more before serving their goods directly to them. This would help them in
satisfying needs of consumers properly. In addition to this, for small firms which are newly
launched are required to use effective method of marketing in order to spread awareness of
products appropriately. Through this process, customers can get information belongs to its goods
in a proper manner and make perceptive to get the same.
REFERENCES
Books and Journals
Lee, N. R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
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Lefebvre, R. C., 2011. An integrative model for social marketing. Journal of Social Marketing.
1(1). pp.54-72.
McClements, D. J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Meindl, A., 2012. Lebensqualität-was ist das eigentlich?: Eine Analyse aus theoretischer
Perspektive (Vol. 205). BoD–Books on Demand.
Menvielle, L., Menvielle, W. and Tournois, N., 2014. Purchasing behavior of consumers for
foreign medical services: An approach using the soft laddering method. Qualitative
market research: An international journal. 17(3). pp.264-282.
Robichau, R. W. and Wang, L., 2018. Marketization strategies and the influence of business on
the management of child welfare agencies. Human Service Organizations:
Management, Leadership & Governance. 42(2). pp.146-165.
Syed, J. and Kramar, R., 2017. Human resource management: A global and critical perspective.
Macmillan International Higher Education.
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