Marketing Audit and SWOT Analysis of Cafe Coffee

Principles and Practice of
marketing
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
1. Mission statement of organization ..............................................................................................3
2. MARKETING AUDIT ...............................................................................................................4
2.1 Macro environmental analysis ..............................................................................................4
2.2 analysis of task environment..................................................................................................6
3. SWOT ANALYSIS OF CHOSEN PRODUCT AND SERVICES.............................................8
4. RANGE OF MARKETING ASSUMPTIONS..........................................................................10
CONCLUSION..............................................................................................................................11
References......................................................................................................................................12
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INTRODUCTION
In order to sustain in the competitive marketplace it is essential for the organization to
focus on strategic marketing plan that will support the enterprise to introduce their new services
and product within the new market (Blythe, 2006). Therefore, it is essential to measure the
current market situation and focus on in-depth marketing audit so that enterprise can easily
supply their new product and services to the large customers. The present report focuses on
introducing the new organization that is Cafe Coffee that mainly supply organic coffee beans and
powders that is Gorilla coffee, Soy coffee roaster and green mountain coffee roaster within the
new UK market due to increasing pace of organic substances within the marketplace. Presently,
the report will focus on the proposing the mission and corporate objectives for the organization
as well as analysing macro and micro environment for producing the effective strategic plan.
1. MISSION STATEMENT OF ORGANIZATION
The mission of Cafe Coffee will be to provide organic coffee powder and beans to people
across UK. Further people prefer more coffee as compared to tea or any other related drink.
Coffee so considered as one of the most popular drink all across the world and there are
approximately 70 million cups of coffee which are consumed every day in UK. People drink
coffee after waking up and post dinner (Reibstein, Day and Wind, 2009). The present market
players in the coffee industry are manufacturing and selling coffee which aid of artificial
chemical substances. The results of this is that it creates a great harm to body. Cafe Coffee will
be selling organic coffee in order to satisfy the need of people in market and protect them from
any harm caused by drinking coffee. The corporate objectives of Cafe Coffee are mentioned
below as:
 Develop brand awareness with the help of increasing 200 new customers every month
 Increasing sales by 12% in every month
 Achieving double digit growth rate in next one year
 Reaching profitability within first 8 months
In order to achieve mission and corporate objectives, Cafe Coffee will be required to
develop an effective marketing plan (Winston and Mintu-Wimsatt, 2013). Further effective
promotion and advertisement of organic coffee will be also carried out to create more and more
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awareness among people in market (Kjellberg and Helgesson, 2006). Male coffee drinkers
consumes 13 cups of coffee every week whereas female drinkers consumes near about 11 cup
per week. Therefore, it can be stated that there are adequate opportunities for growth and
development of Cafe Coffee.
2. MARKETING AUDIT
2.1 Macro environmental analysis
There are some macro environmental factors such as political, environment, legal,
technological etc. which will have direct or indirect impact on the operations of Cafe Coffee.
Further before developing any kind of marketing strategies or action plan, these factors and their
impact will needs to be taken into consideration (Rhode, 2005).
Political factors
These are the factors which includes policies, legislations and regulation which is framed
by the government of UK. Further all these factors will have direct or indirect impact on the
activities and operations of Cafe Coffee. The brand will be required to follow regulations and
other related practises very strictly. Companies such as Starbucks has been blamed a lot for
violating the working hours and wages of labour (Piekkari, Plakoyiannaki and Welch, 2010).
Lawsuits have been charged and penalties have been imposed on Starbucks. Thus, it can be
stated that Cafe Coffee will be required to take care of the working hours and wages of all its
workers. Political factors can also influence the activities of the organization at the time of
sourcing its raw materials. At the time of importing raw materials, the trade barriers in UK can
become obstacles. The tax rates and duties will also have their negative and positive impact on
Cafe Coffee.
Economic factors
Cafe Coffee will have direct impact of the economic factors present in the country.
Further these factors will make impact on sales and profitability of the organization (Maringe
and Gibbs, 2008). Any downfall in the economy means that the purchasing power of customers
will be lower down. The consumption rate of coffee will also decline along with the purchasing
power. UK has now overcome with the economic crises which has been faced by the entire
world back in the year 2007-2009. Now it is growing slowly but it is providing adequate
opportunities for growth to businesses.
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