Marketing Principles for Business - Report

Added on - 28 May 2020

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Running Header: Marketing PrinciplesMarketing PrinciplesAuthors ID:Authors Name:
Marketing PrinciplesExecutive SummaryThe below presented analysis has been executed for the given scenario and is focused on thedevelopment and introduction of a new, organic and healthy flavor of coffee by “Caffee” that is acoffee house in Melbourne. The report is divided in various segments so as to develop awarenessof the marketing principles for the business corporation. The report comprise of the various typesof analysis such as environmental, market and customer analysis. Further the different types ofthe business objectives are discussed that are required to be attained by the business corporation.The next is the target market and the marketing strategies that are required to be implemented forthe growth and success of the business entity. After the development of the strategies thebusiness entity is require to make implementation of the developed strategies. The next part isthe allocation of the expenses that are required to be incurred by the business firm. The lastsegment is the evaluation and control plan.
Marketing PrinciplesContentsCurrent situation..........................................................................................................................................3Background to sustainable offering.........................................................................................................3Environmental analysis............................................................................................................................3Market and customer analysis..................................................................................................................3Objectives....................................................................................................................................................4Financial objectives.................................................................................................................................4Marketing objectives...............................................................................................................................4Other stakeholders objectives..................................................................................................................4Target market..............................................................................................................................................5Marketing strategies....................................................................................................................................5Positioning...............................................................................................................................................5Product....................................................................................................................................................5People......................................................................................................................................................6Process.....................................................................................................................................................6Physical evidence....................................................................................................................................6Price........................................................................................................................................................7Place........................................................................................................................................................7Promotion................................................................................................................................................7Marketing implementation..........................................................................................................................7Budget.........................................................................................................................................................8Evaluation and control.................................................................................................................................9References.................................................................................................................................................10
Marketing PrinciplesCurrent situationBackground to sustainable offeringThe below-presented analysis has been made focused on developing and introducing a new andhealthy flavor in coffee by “Caffee” that is a coffee house in Melbourne. And this is due to a hikein the demand and consumption of coffee rate in Melbourne city. On the basis of the researchconducted byAustralian Bureau of Statistic, it has been analyzed that the ratio of drinking coffeewas 46%as compared with 38% that of drinking tea in the year 2014. But too much drinkingcoffee was causing various harms to the health of individuals and hence the idea of “Greencoffee beans” was introduced. Moreover, for generating revenue after thecostappliedandexpenseis a key to the shop's sustainability.Environmental analysisThe concept is concerned with the internal and the external factors which play an integral role instimulating the business environment for the organization and the product. As per the givenscenario, Green coffee beans are the innovative idea which has been introduced for the coffeelovers and also to minimize the bad effects of consumption of coffee on the health of individualsin Melbourne. There are number of internal and external factors that are held responsible forstimulating the business environment and the demand and sale of the concerned product. Therewill be various positive and negative impacts on the products demand and value. The variedrange of approaches can be adopted by “Caffe” and these approaches will aid in attaining thenumber of data and methods for developing the business. These methods will be provenbeneficial in attaining a sustainable position in the market. For instance, for internalenvironmental analysis, the approach of SWOT analysis can be adopted, which will assist ingetting aware of the strengths, weakness, opportunities, and threats of the product.Market and customer analysisMarket analysis is termed as an activity which generates awareness regarding the variousconditions and aspects of the market. This research will enable Caffe with the relevant data andalso determines the suitability of the marketplace for the particular product or the entity. Thisanalysis will aid the entity in providing a holistic picture of the market in which the brand isinterested in. For instance, a market analysis will aid in generating information about the market
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