Strategic Opportunities of Hopkinson’s’ Coffee Company

Running head: STRATEGIC MARKETING PLANNING
Strategic Marketing Planning
Name of student
Name of University
Author note

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STRATEGIC MARKETING PLANNING
Table of Contents
Introduction................................................................................................................................3
Analysis of the situation.............................................................................................................3
Present condition and strategic opportunities of Hopkinson’s’ coffee company.......................5
Recommendations......................................................................................................................8
Conclusion................................................................................................................................11
Reflection.................................................................................................................................12
References................................................................................................................................13

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STRATEGIC MARKETING PLANNING
Introduction
The report is prepared to discuss about the strategic marketing planning for
Hopkinson’s Coffee Company, which is specialised in the production and delivery of good
quality tea, coffee items, soft drinks and also cakes in Bristol. Tom is the owner and by
working with his team members, they have managed to roast coffee beans and ensured
maintaining good quality services and cater the needs of people effectively too. The topic will
also present an idea about how the company manages to hold a good position in the
marketplace and attract new as well as existing audiences so as to generate higher sales and
revenue in business (McDONALD 2016). The company needs to keep up with the trends and
ensure delivery of high quality products and services for expanding the product range and
also facilitate promotional behaviours to influence consumers’ buying behaviours largely.
Analysis of the situation
From the case study, it is understood that Hopkinson’s Coffee Company is associated
with the selling of coffee and tea products that have been sourced from suppliers sustainably
and this has resulted in catering the needs of people as well as contribute to the protection of
environment and community at large. Most of the customers are the students from nearby
Universities as well as the staffs from companies and tourists visiting the place too. One of
the major issues experienced by Hopkinson’s Coffee Company is that most of the time, the
students and employees visiting the coffee shop have made themselves remain there for
longer period of time for just a cup of coffee (Wrenn and Mansfield 2014). Due to this,
sometimes, new customers do not come or are unable to get a proper seating arrangement
there while the sales level drops during the Christmas and this has been caused due to the
most of students going back to their home. Being an occasional shop, the company has set the
prices of products and services quite higher and most of the revenue generated, account for

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STRATEGIC MARKETING PLANNING
more than 90 percent of the coffee beans that are sold. Sometimes, the company has also
brought up single origin coffees which have been sourced from a single farm and often this
innovation costs more money to deliver such coffee products to the customers (Proctor 2014).
The prices are quite high, due to the exclusiveness and the innovative relationships
that are formed by the company with the suppliers from where the coffee beans are sourced
sustainably. The high competition in the market has also created some issues for Hopkinson’s
Coffee Company to sustain in the marketplace and also with the presence of McDonalds and
other supermarkets, the company may find it difficult to achieve competitive edge over its
competitors. The company aims at expanding the product range or product line and also enter
new markets so as to enhance the sales while at the same time, ensure that any pressure on
the household budget does not affect the demands for premium products available in the
market (Foxall 2014). It is also a major fact that production of coffee is dependent upon the
weather conditions and with the constant changes in consumers’ demands and preferences,
the company needs to cope up with the latest trends and also work with the supply chains
properly, while also put focus on the health and wellbeing of workers along with
management of effective supply chains too. The company also wants to acquire new as well
as the existing customers, which can be possible with the help of implementing an effective
and proactive marketing strategy required to promote the brand awareness and influence the
people to make purchases from the organisation consistently (Moutinho and Vargas-Sanchez
2018). The marketing efforts shall also allow for working with other companies and extend
the product line, which can further be facilitated with the help of advertising and promotional
activities largely.
In the tremendous competition within the industry, the company needs to implement
the right theories and frameworks for ensuring that the profit level is increased and at the