Marketing Strategy and Plan

Marketing Strategy and Plan 1
MARKETING STRATEGY AND PLAN
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Marketing Strategy and Plan 2
Executive Summary
The paper aimed at using descriptive statistics and existing literature to examine the viability
of starting a new coffee shop in Brisbane. The first part of the study involved an introduction
in which background information was presented on the preference of coffee and the objective
of the paper. The body section involves two main sections that is the descriptive analysis in
which the potential customers data was analyzed based on averages of the data from 2016
Census by ABS. The second part of the study entailed in depth discussion of the potential
marketing strategies intended to be used for the new shop. The results showed that its viable
to start a new coffee shop in Brisbane since a large population are employed and with the
potential of visiting a coffee shop.

Marketing Strategy and Plan 3
Table of Contents
Executive Summary...............................................................................................................................2
Table of Contents..................................................................................................................................3
Introduction...........................................................................................................................................4
Analysis and Strategies..........................................................................................................................4
Descriptive Statistics on The Demographic Data..............................................................................5
Target Age Range..........................................................................................................................5
Family Composition and Income...................................................................................................5
Occupation and Location Strategy................................................................................................7
Marketing Strategy............................................................................................................................9
Investing in Attractive Storefront...................................................................................................9
Digitalizing the shops loyalty program.......................................................................................10
Encouraging word-of-mouth marketing.......................................................................................10
Establish a strong social media presence....................................................................................10
Use of community outreach forums.............................................................................................11
Conclusion...........................................................................................................................................11
References...........................................................................................................................................11

Marketing Strategy and Plan 4
Marketing Strategy and Plan
Introduction
Coffee is one of the most preferred refreshing drinks consumed by people during
breaks or while relaxing at meetings and seminars. People consuming coffee intend to extend
their concentration span through stimulation of the central nervous system. Moreover,
consuming coffee has the potential of increasing the power of memory and thought, make the
body resist fatigue for a long time, increase alertness, and make an individual more
passionate. This effect originates from the caffeine compounds in coffee (Carlström and
Larsson 2018). In the preparation stages of operating a business, the entrepreneur should have
a sound understanding of the ins and outs of marketing. In this case, the potential business
under analysis is a coffee shop located in Brisbane Australian. The shop continues to be in
growth mode if customers are put at the forefront of the shops strategic policies and norm
(Noe, Hollenbeck, Gerhart and Writ 2017).
The strength of a business lies with the number of repeat and referral customers they
have, this is crucial in food industry (Mandhachitara and Allapach 2017). In this regard, the
report aims at using descriptive statistics to profile potential customers for a new coffee shop
in Brisbane. Despite the knowledge that fifty percent of the startups dies off in less than a
year in Australia, the descriptive statistic should provide an insight that can be used to target
the correct market and meet the market needs (Mair, 2017). The descriptive statistic will use
demographic data such as age, income, labor force status, industry of employment, and
occupation. The main idea is to target the market segment with high number of potential
consumers.