Strategic Management for Café Victoria: Business Concept, Objectives, and Marketing Style

This report discusses the strategic management of Café Victoria, a bakery and seafood café. It covers the business concept, objectives, SWOT analysis, Porter's generic strategies, and marketing style, including social media marketing.

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Business Concept.........................................................................................................................3
Business strategy and company objectives..................................................................................3
Marketing style............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic management refers to formulation and implementation of major goals and
objectives of the organisation. The strategic management involves that all the plans and actions
of the organisation are in direction which enable them to achievement of goals. This report will
discuss strategic management for Café Victoria and its marketing styles.
MAIN BODY
Business Concept
Café Victoria which provides bakery products and seafood to its customer ad along with
that the café also provides catering services and its different menu in catering services are based
on the different prices. Menu of café includes various range of food and food course which
includes, breakfast, mains, healthy food, vegetarian food, kids menu and along with range of
other food products (Newburry, Deephouse and Gardberg, 2019). This varied and broad menu
helps café to cater needs of all different type of customers. Other than this café maintains high
quality of food and ingredients which are used in the food products. Important benefit that
customers are provided by the café is that they can have taste delight with high quality of food.
Other than food products café also provides and sell drinks which are coffee, tea, beer and other
drinks so that café can cater all the needs and desires of its all customers.
Business strategy and company objectives
Vision
To be able to provide best and most delicious food of different range
Objectives
 To increase market share to 10% by the end of this financial year
 To include more variety of the food products
 To reduce the time between customer order and food serving
 To work on increasing customer satisfaction
 To increase the food option for health conscious customers

SWOT Analysis
This analysis helps in identifying what are the strength and weaknesses of the café and
what are the opportunities they can utilize and what are the threats that they need to stay aware
about.
Strength
 Able to cater every type of customers and consumer
 Wide range of products option available
 Tasty, healthy and qualitative yet affordable
Weakness
 Limited existence as the café has only one place where customers and business can
interact (Okumus and et.al., 2019)
 Unavailability of ordering food at home
Opportunities
 To grow and increase purchase places in other cities (café can open its branches in other
city because of its success and capabilities)
 In health conscious products (health conscious customers are increasing day after day and
this is why café can utilize opportunity by offering specific healthy and diet food)
Threats
 Increasing competition in food and beverages industry (high competition in the food
industry is a threat that Café Victoria can face and this requires it to be ready to face the
threat to ensure its continuous success)
 Frequently changing laws in food safety and regulation
To achieve the continuous success and objectives of the café it has to follow strategies and for
this café can apply model of Porter’s generic strategies.

Figure 1Porter's Generic Strategies
This model provides four type of strategies that café can apply. The strategies are based on
strategic advantage in form of cost and differentiation and strategic target/focus which can be
either narrow or broad. The strategies are;
Cost Leadership
This strategy involves that cost of firms products is lowest in the industry and as the cost
of the firm is lowest it can earn good profit margin (Firoz Suleman, Rashidirad and Firoz
Suleman, 2019). This strategy applied to all the customer of the café as the café has broad focus
in this strategy.
Differentiation Strategy
This strategy involves that products of the firm are different from the products of its
competitors. This strategy is also adopted by the café in generalized form. The products are
clearly different from the other products.
Cost Focus
This strategy is similar to cost strategy that cost of the café is lowest in the industry but
this strategy is adopted and applied on the limited number of customers. Café can apply this
strategy by lowering its cost but this includes that lowering cost includes compromising with
quality.
Differentiation Focus

This is strategy is similar to differentiation strategy but like cost focus this strategy is
applied to limited number of people (Omsa, Abdullah and Jamali, 2017). This strategy can be
applied for trial of the differentiation strategy.
Café Victoria can apply the theory of cost leadership because as of now company is selling its
products at affordable price with high quality and tasty. This strategy of cost leadership can be
adopted by the Café Victoria.
Marketing style
Marketing strategy refers to strategy developed to promote business and increase
awareness about the existence of the product and its characteristics. Marketing strategy involves
various actions and presently marketing strategy has become important part of business and its
success. There are various marketing and promotional strategies that company can adopt.
Presently widely used marketing strategy by the company is marketing at social media platforms.
Social media platforms are increasingly being used by the businesses to market their business
and products. These platforms allow business to access to mass number of people and business
can increase their visibility.
Café Victoria can also market and promote itself through these social media platforms these are
Facebook, Instagram and Twitter etc. Café Victoria already promotes it at Facebook and
Instagram and these platforms provide opportunities for promoting the business in various
creative forms.
Along with organic social media marketing Café Victoria can promote the business through paid
social media marketing (Keegan and Rowley, 2017). In this Café Victoria can promote itself
through other networks and pages on Facebook to increase its customers and increase visibility
to those people who are not following the page and link of Café Victoria on Facebook.
Café Victoria can also promote itself through influential marketing on social media sites where it
can promote its café through other people.

CONCLUSION
On the basis of above analysis it can be concluded that there strategic management makes
it easy for business to achieve its objectives efficiently. Later this report included strategic
management plan and cost leadership strategy is suitable for Café Victoria. Later Facebook and
social media marketing was also discussed for Café Victoria.

REFERENCES
Books and Journals
Ethiraj, S.K., Gambardella, A. and Helfat, C.E., 2018. Theory in strategic management. Strategic
Management Journal. 39(6). pp.1529-1529.
Firoz Suleman, M., Rashidirad, M. and Firoz Suleman, S., 2019. The applicability of Porter's
generic strategies in pure online firms: A case study approach. Strategic Change. 28(3).
pp.167-176.
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision.
Newburry, W., Deephouse, D.L. and Gardberg, N.A., 2019. Global Aspects of Reputation and
Strategic Management', Global Aspects of Reputation and Strategic Management
(Research in Global Strategic Management, Volume 18).
Okumus, F and et.al., 2019. Strategic management for hospitality and tourism. Routledge.
Omsa, S., Abdullah, I.H. and Jamali, H., 2017. Five Competitive Forces Model and the
Implementation of Porter’s Generic Strategies to Gain Firm Performances.