Marketing Report for Operator 25 Cafe: Strategy, Positioning, and Sustainable Marketing

This marketing report provides a detailed analysis of the marketing strategy, positioning, and sustainable marketing practices of Operator 25 Cafe in Melbourne, Australia. It includes a situation analysis, SWOT analysis, target market, strategy, and positioning, as well as a performance matrix and sustainable marketing practices.

Running head: MARKETING REPORT
MARKETING REPORT

MARKETING REPORT 2
Table of contents
Introduction......................................................................................................................................3
Situation Analysis............................................................................................................................3
Description of Operator 25 Cafe......................................................................................................3
SWOT Analysis...............................................................................................................................4
Marketing environment...................................................................................................................5
Target Market, Strategy and Positioning.........................................................................................6
Market Segment...............................................................................................................................6
Target...............................................................................................................................................7
Positioning.......................................................................................................................................8
Performance Matrix.........................................................................................................................9
Sustainable marketing....................................................................................................................10
Conclusion.....................................................................................................................................11
Part 2..............................................................................................................................................13
Introduction....................................................................................................................................13
Evaluation......................................................................................................................................13
Conclusion.....................................................................................................................................14
Story Board....................................................................................................................................14
References......................................................................................................................................15

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Introduction
The term marketing is the way of business to make a good relationship with the customers and
satisfying them with the company’s products. Through the help of marketing a company sell its
products to their customers. Different companies choose different style of marketing like
advertisements, pamphlets distribution, newspaper ads etc. With the help marketing people
comes to know about the products of a company. The aim of the marketing department is to get
the attention of customers by various ways like using slogans, or celebrity endorsement of their
products and also using some packaging designs. The objective of this assignment is to provide
detail information about marketing strategy to the readers. This assignment is focused on Digital
Marketing Solution and Operator 25 Cafe has been selected as a research topic for this
assignment. Below the situation analysis of the selected company, its SWOT analysis,
description of the selected cafe has been described.
Situation Analysis
Description of Operator 25 Cafe
The Operator 25 Cafe located in Wills Street Melbourne is one of the famous Cafe in Australia.
The Cafe is serving its products since the 1900s and still holding a very good market position in
Melbourne. The Cafe not only provides varieties of coffee but also focused on their quality of
food. The environment of the Cafe is suitable for all types of people including businessman to
family and friends. The place is cozy and business meetings are also held as well as people can
also reserve it for any birthday occasion, party or even for business conferences. The executive
chef Valerie Fong and the head Chef HemantPuri together put a new style of cooking by
combining the international food and serve it in a modern style of cooking techniques. The cafe

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has a friendly environment and the staff behavior of the café is very polite. The Operator 25 Cafe
currently holding a good position in Melbourne since a very long time (Ryan, 2016). The
objective of the cafe is to become one of the most well for-known cafes in the entire country.
The cafe provides good and gentle service to their customers and maintains a good quality and
quantity when it comes to food. Though there are many other competitors in the market the
Operator 25 Cafe still manages to hold their position.
SWOT Analysis
1. Strength- The strength of the Operator 25 Cafe is that the staffs of the cafe are well
aware of the choices of the customers in that place. The environment of the cafe is
very standard and not very many hustles are there. The cafe staffs are well trained and
they know the proper presentation of dishes which will attract the customers.
2. Weakness- The one and only weakness of the cafe is that the staffs are very less in
number and sometimes it is difficult to handle when the cafe is full of customers. The
cafe in current situation has a large number of customers almost every day but there
are only a few staffs who are handling this situation and sometimes they are not able
to provide the orders on time to their customers.
3. Opportunities- The cafe gets a wide range of opportunities for much reason among
which one main reason is because of their area which they have selected. The place
where the Operator 25 Cafe is present is a area where many reputed people of
Australia resides and prefers lunch and dinner in their weekly schedules.
4. Threats- The only threat of the cafe is the increase in food inflation rate in Australia
which will affect the cafe in the future. The food prices of Australia are increasing for

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which the charges of dishes in the cafe will increase in future. As a result, people will
stop visiting the café and it will face a major loss.
Marketing environment
Marketing environment depends on various factor for any given company’s environment, place
and the kind of competition it faces against the competitors of the same firm. In the given case
Operator 25, which provides brunch and coffees also face few of the market challenges in the
current market. The main two of the specific forces that affect the company’s ability to serve its
customers are discussed below.
● Human resources- human resources come under the main factor for any company or
organization of growing or establishment. This factor comes under the micro
environment of the the comopany as it is one of the major factors for the company and
also for the firm. Human resources are not very easily available in the current market and
also they are not very cheap in consideration of the profit margins for the company. This
the primary problem for the company and one of the main problems in the marketing
environment for the the firm, as it doesn't have the required amount of human resources
available in the market. The marketing implications should be such as advertising lot
about the job vacancies available in the company and also increase the wages of the
employees so that more of the employees can join and complete the required human
resources (Lovelock & Patterson, 2015).
● Increasing prices of the raw materials - In today’s market of growing economy prices of
everything is growing and every small product is growing. This is also a major concern
about the Operator 25, increase in the prices of the raw materials the company cannot

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provide the desired price to serve customers and hence are bound to increase the price of
the beverages. Therefore not serving the customers at the ideal price what the company
thought for. The marketing implications will be such as slightly increasing the prices of
the beverages (eventually increasing) and try to buy materials in huge amounts to cut
slight prices there.
Target Market, Strategy and Positioning
Market Segment
Market segmentation is the procedure under which potential customers of the company are
differentiated for future promotional and marketing activities they are identified as the core
group of individuals which will be the customers of the firm. It is to be mentioned that for
Operator 25 he Cafe offers a diverse range of products and service to its customer hence the
number of people which will be segmented for the company will also be of a diverse range. In
the current situation, the segmentation will be conducted on the bases of geographical and
demographical bases. Inder the Geographic segmentation the are of coverage and they are of the
companies existence will be the key factor which will determine its key market segments hence
in accordance to the company being in the heart of the Melbourne locales and people living 25
kilometers near the cafe will be key segment of individuals which will be targeted in order to
market the companies process. The demographic segmentation will be done on the basis of the
person’s age in accordance to recent research it has been found the 80 % of the population
visiting cafes belong from the age group of 20 to 45 hence the people belonging from this age
group will also be identified as a key segment of people which will be the customers of the
company. In such a way, there can be effective promotional activities which can be done for
this segment of the customer of the company (Sargeant & MACQUILLIN, 2016).

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Target
Differentiated marketing or multi-segment targeting will be done in order to carry our target
market activities. Under this method, the potential customer segment within the market area clear
target of the firm and focused marketing mix can perform in relation to these segment of
customers. Through the use of this target market strategy, the company will be able to
Differentiate the which will be targeted within the marketing activities of the company. This is
accurate for the purpose of target market strategy because the following strategy has a great
potential to increase sales volume, higher profits and increase the overall market share with the
company has in the current industry. The strategy contains a high amount of marketing research,
product design, and management costs. The accuracy of targeting segmented customers increases
and the process of marketing becomes more goal oriented and increases the focus of marketing
activities over the segmented customers of the company. Hence it can be said that differentiated
marketing or multi-segment targeting is the most suitable strategy which can be used by operator
25 Cafe in order to ensure an increase in customers and increase in the financial stability of the
firm.

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Positioning
The perceptual map about the poisoning of the company In regards of four basic parameters
which have been shortlisted on the basis of gases which are there in Melbourne Australia. one of
the parameters is the range of choices which companies have to offer to their customers there are
two types of categories made one is the right choice and other is a limited choice and it can be
seen that operator 25 rendered right choices of product to its customers in comparison to its other
competitors. The other two parameters which can be seen in the current perceptual positioning

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map is the speed of service and hierarchy buy higher key it is meant the management of the
company and it can be seen that the management of operator five falls in the block of Hierarchy
which the company has efficient management to operate the firm in a significant manner. The
speed of service although resembles the speed at which the customers are served in which
operator 25 lacks behind its competitors (Babin & Zikmund, 2015).
Performance Matrix
Low performance
High Importance
High Performance
Service of Speed Quality of beverages
and food
Themed cafe Wi-Fi Connectivity
Low Importance
The above performance matric shows the four major attributes which the company needs to have
in order to become an effective and higher cafe among the customers. One of them is the ability
to serve at a faster speed. This attribute is very much required for a company or a Cafe like
operator 25 in order to become an effective name within the customers and the locals of
Melbourne it is to be mentioned that through the use of effective and Fast Service the company
will benefit and the customer service quality will increase in a very significant manner lying in
the first quadrant speed of service is highly important but the company has low performance
because of which the company will have to be future problems. in the second quadrant quality of
beverage and food is indicated which is mentioned to be of high quality and of high

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performance. In the right low quadrant Wi-Fi connectivity is mentioned in the current days the
need of Wi-Fi connectivity is an internet connectivity is within gases are highly important but it
is negotiable within the cafe and has low importance but the company as good performance and
high performance for providing Wi-Fi connectivity to the customers this ad to the overall service
which is rendered by the company to their customers. In the left lower and corner of the matrix
theme restaurant cafe is indicated which shows the company has low performance in maintaining
their theme of a Cafe which also holds Low importance for marketing of the products and
services for the company but still the company needs to improve eyes and make the product even
better by sticking to the themed Cafe option (Malhotra & Peterson, 2014).
Sustainable marketing
Sustainable marketing practices in the given environment can be very helpful for the given firm
and can be helpful in a lot of ways . According to the primary and the secondary research of the
given evidence that was found on the basis of that the three dimnesions which are environmental,
social and economic reports have been developed in order to view the given company’s scenario.
With respect to the service products and the beverages offered to the customers and also the basis
of the primary and the secondary research work the three dimension and the implications of the
products are applied. The marketing environmental have been already been discussed in the
above parts of the discussion. The environment of the company cannot be fully denial of the fact
that the marketing environments are not affecting the company policies (Armstrong, Adam,
Denize & Kotler, 2014). The two main points have been discussed in the above marketing
environment are that human resources and the increase in the prices of the raw material in the
current market world. These reports have been generated from the research work of the primary
and the secondary research work done by the team. Secondly, socially the company have been

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promoting their brand continuously and help the company to grow in the current market. It is
very helpful to grab attention from the company in the social as well as the in the marketing
sector of the industries. The world all around is socialising in the meantime the company
utilizing the opportunity to grab the attention of the social platform users to advertise their
company in order to increase the sales of the company and add new product schemes. This
advertisement structure helps the company a lot in the marketing area and help to add more loyal
customers in the segment. And the last one economic, this identifies the economic behaviour of
the company and adds value for the products the company offers (De Mooij, 2018). The strategy
should be like that the is no cheap materials used in the making of the beverages and the
products. Therefore, no cheap prices of the products and also no premium prices tags of the
products used in the making of the beverages used in the company, in order to be assessable for
most of the customers and market.
Conclusion
Concluding in the light of above contact sheet can be said that marketing for the company is very
much required so that the company is able to effectively market its product and Services within
the industry and invite high amount of customers to incur a good amount of financial Returns
over the operational activities conducted by the firm. Operator 25 needs to focus on its marketing
operation in an evident form and needs to identify its key problems and issues which have to
ensure that the following are able to mitigate and manage these problems so that there are no
further problems all issues which come in line of the operational efficiency with the company
will have to focus on. It can be mentioned that through the use of effective marketing strategies
the company can invite Hai numbers of customers and attract a good amount of consumers to the
cafe which will increase the overall size of the company in an evident manner. In this way, the

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company will be able to increase their overall size in the market whether it be financial or
operational in nature. This will also have the company to effectively increase its marketing status
and market stability within the market to ensure that the high amount of customers are attracted
towards the company increasing the overall consumer base of the firm.

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Part 2
Introduction
The only problem which the Operator 25 Café have is their less amount of staff for which
customer is getting slow services. For the solution of this problem, the management of the café
has launched an app called “Operator 25 Café” app through which the customers can pre-order
their food before entering to the café and when they will come inside the café then they will get
their orders by within five to ten minutes. This app does not take pre-orders but also the
customers can pay their bill through the help of this app with the help of credit or debit card or
they can directly pay when they will have the food in the café (Cameron, 2018). The goal of this
app to eradicate the problem of slow services which the customers are facing every day and to
hold a good reputation in the market.
Evaluation
Though the Café has many goals to fulfil at present, the main goal is to remove the slow service
which the café is providing to their customers. The target users of this app are the daily
customers who come to the café for enjoying their day after a busy schedule of their everyday
life. The app is very useful for the customers and very easy to use. The other competitors in the
market have also launched their own company’s app which is helping the customers in many
ways. Through the use of apps, it is very easy to work and provide a good quality of services to
the customers (Gautam, Arora, Sharma &Verma, 2016). The app addresses the issue by fixing
the slow service problem which the customers have while they come to café, now they can pre-
order their foods and beverages from home or from office or from anywhere. With the arrival of
the customers, the café now can provide ordered food within 5-10 minutes.

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Conclusion
From the above context, it has been proved that now the customers will not face any slow service
problems which they use to face before. With the invention of the “Operator 245 Café” app, the
customers can now order their food from anywhere wherever they want. They just have to order
the food before coming to the café and when they will come to their pre-ordered food will be
served to them within 10 minutes time.
Story Board
Problem
The problem which lies in the
current scenario is that the
company is not able to render
service at a fast pace which
means the speed service is
low
Identify Gap
The gap lies in the low
amount of human resource the
company has which disables
the company in rendering
service at a fast pace
Solution
The solution to the current
problem is the addition of
pre-order page through which
customer will be able to pre-
order their products and will
be able to get a time at which
the product will deliver which
will decrease the wait time of
customers.

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References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Cameron, A. (2018). Affected Labour in a Café Culture: The Atmospheres and Economics
of'Hip'Melbourne. Routledge.
Gautam, S., Arora, C., Sharma, P., &Verma, G. (2016, March). Smart cafe system
implementation. In Computing for Sustainable Global Development (INDIACom), 2016
3rd International Conference on (pp. 2001-2003).IEEE.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation.Kogan Page Publishers.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Malhotra, N. K., & Peterson, M. (2014). Basic marketing research. Pearson.
Sargeant, A., & MACQUILLIN, I. (2016). Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.