Marketing Activity Report: Black Beans Cafe Marketing Plan Review

This report provides a comprehensive analysis of the marketing activities of Black Beans Cafe. It begins with an executive summary highlighting the cafe's objectives of providing high-quality products and creating brand awareness, emphasizing the shift towards digital marketing and strategic pricing. Part 1 reviews the marketing plan, examining stakeholder involvement, objectives, strategies, and monitoring processes. Task 1 delves into stakeholder roles, marketing strategies, communication, team building, and the monitoring of marketing activities, including the use of tracking tools and customer feedback. Task 2 identifies marketing communication objectives, promotional activities, positioning plans, and the monitoring of marketing performance, including revenue and cost analysis. Part 2 assesses marketing performance against objectives, discusses customer feedback impact on the marketing mix, recommends business practices to meet changing customer demands, and outlines methods for communicating redefined objectives. The report concludes by evaluating the effectiveness of the marketing strategies and providing recommendations for improvement.

Running head: MARKETING ACTIVITY
Implement and Monitor Marketing Activities
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
The current report deals with the marketing activities and the monitoring process of the
marketing plan in the context of Black Beans Café. It has been received that providing high-
quality product and to create brand awareness among the customers are the major objectives of
this organization. However, the traditional advertising through the newspaper is not effective to
increase the traffic number. Hence, use of digital marketing via social media will be an effective
approach for this organization to enhance their brand awareness. On the other hand, by providing
discount can bring change in the pricing strategy of this organization, which is beneficial to
increase their growth.

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Table of Contents
Part 1................................................................................................................................................5
Task 1...............................................................................................................................................5
Review of the marketing plan of Black Beans Café........................................................................5
a) Discussion of the stakeholder involvement in the marketing planning process..........................5
b) Discussion of the plan, objectives, performance measures and responsibilities of the
stakeholders to ensure the success of the marketing plan................................................................5
c) Identification of the marketing strategy and resources to implement the strategies in Black
beans Café........................................................................................................................................6
d) Communication and team building strategy and the role of team members in the marketing
mix...................................................................................................................................................7
e) Monitoring of the marketing activities........................................................................................7
Task 2...............................................................................................................................................8
Monitoring of the marketing strategies............................................................................................8
a) Identification of the objectives and goals of the marketing communication. Discussion of the
promotional activities......................................................................................................................8
b) Development of the positioning plan based on the organizational requirements........................9
c) The monitoring process of the marketing performance in the context of target audience and
analysis of the market revenue and cost..........................................................................................9
Part 2..............................................................................................................................................11
Task 1.............................................................................................................................................11
a) Assessing the marketing performance against the objectives and the discussion about how the
feedback from the customers improve the marketing mix............................................................11

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b) Recommendation of the business practices to meet the changing customer demand by
following the organizational policy...............................................................................................12
c) Discussion of the method to communicate with the redefined objectives................................13
References......................................................................................................................................15

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Part 1
Task 1
Review of the marketing plan of Black Beans Café
a) Discussion of the stakeholder involvement in the marketing planning process
Stakeholder involvement is a crucial part of any organization to enhance their operation
process (Armstrong et al. 2015). For the marketing plan, the first responsibility of the
stakeholders is to carry out a market research to understand the need of the current market. In the
context of Black Beans Café the stakeholder that is the marketing executives have identified that
high-quality food with organic ingredients is the main demand of the Sydney customers.
Therefore, the staffs need to provide fast friendly service to satisfy their customers. However,
this organization has experienced and friendly-focused staffs who are able to provide the meal
and the coffee that is appreciated by the customers. This ensures that this organization is able to
deliver the food within the time, which keeps the continuity of the service. The staffs of Black
Beans Cafe comply with all the policies and regulations in order or deliver safe and hygienic
food (Blackbeancoffee.com.au 2018). Legal compliance by the stakeholders is an effective
approach, which ensures that the operation process is running smoothly.

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b) Discussion of the plan, objectives, performance measures and responsibilities of the
stakeholders to ensure the success of the marketing plan
In the context of Black Beans Café the stakeholders especially the non-marketing
personnel focus on the delivery of the high-quality food products to the customers. For this
purpose, they have incorporated organic ingredients in the food materials as maximum customers
are health conscious today. They aimed to comply the code ASB or Advertising standard Bureau
to ensure the success of their new marketing plan. The marketing personnel follows the "Do not
call" policy for their potential customers. This resists them from calling the customers for
marketing purpose. The non-marketing personnel follow the Privacy Act 1988 and the
discrimination policy to keep the customer privacy and reduce the racism from the service
(Blackbeancoffee.com.au 2018). The stakeholders of this organization have started to improve
the food quality and to keep the legal compliance, which ensure the success of their marketing
plan. Therefore, by the application of regular monitoring and benchmarking the performance of
the staffs is measured in Black Beans Café.
c) Identification of the marketing strategy and resources to implement the strategies in
Black beans Café
In order to develop a proper marketing plan, it is essential for an organization to adopt
proper marketing strategy as based on the selection of the marketing strategy the success of a
marketing plan can be measured (Zhang et al. 2016). The Black Beans Café has taken a simple
advertising strategy, which can be done through direct mail, PR campaign and local
advertisement. They want to advertise their product through the CBD weekly newspaper article
and direct mail as their budget is limited. To implement this advertisement strategy they need to
set a budget for both direct email and newspaper advertisement. They need $900 to advertise

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their product through the newspaper. Then they need to contact the advertising agency, which
can develop the content as well as publish it in the newspaper. For the email advertising, they
need to hire technical experts who can develop good content.
d) Communication and team building strategy and the role of team members in the
marketing mix
Black Beans Café implements the staff training program and PR campaign as the team
building and communication strategy. The PR campaign is helpful to communicate the message
of an organization to the customers (Forbes and Kennedy 2016). The Black Beans café invites
people weekly for the lunch and provides them the necessary information regarding their service.
Their main target is to publish their service description in the newspaper at low cost. However,
the distribution, advertisement, promotion and the customers' service are the major parts of the
marketing mix. The team members of this organization focus on the pricing scheme, which
highlights that their product cost is 40% of the total retail price. This ensures their high
profitability. On the other hand, the team members are able to deliver the food via the take-away
model. The team members are highly involved in providing the service to the customers over the
phone also, which ensures their friendly customer service. On the other hand, the team members
are involved in PR campaign for the advertisement, which will increase the awareness of Black
Beans Café and allow them to get double-digit growth.
e) Monitoring of the marketing activities
The Black Beans Café needs to use tracking tool and collect the customer feedbacks to
monitor the effectiveness of their marketing activities. However, it is important for an
organization to track the all business activities while developing a marketing plan (Atwal and

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Williams 2017). Black Beans Café focuses on the direct email and newspaper advertisement.
Therefore, they want to offer the organic product to enhance their product quality. Hence, by
taking the customer feedback this organization can measure the effectiveness of their new
organic product. If the customer provides positive feedbacks then they can ensure that their
product is preferred by the customers. On the other hand, by keeping the track of the customer
number they can measure the effectiveness of their advertisement process. If the customer
number is increased then they will be sure that their advertisement tool is successful to increase
the awareness among the customers.
Task 2
Monitoring of the marketing strategies
a) Identification of the objectives and goals of the marketing communication. Discussion of
the promotional activities
The main objective and goal of the marketing communication are to create awareness
among the customers regarding a service or product (Voigt et al. 2017). In the context of Black
Beans café, their main communication objectives include enhancement of traffic by 30%,
increase the awareness regarding the brand and get a double-digit growth. Therefore, they want
to reduce the variable cost by purchasing the raw materials from new customers. To meet these
objectives promotional activities are required for this organization. The Black Beans café has
decided to implement the PR or public relation campaign. This will allow them to gather key
people for weekly lunch and to share their service and brand information by providing articles.
This promotional activity will be helpful for this café to create brand awareness among the

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people and if the people are influenced by this campaign then they can get double-digit growth.
On the other hand, Black Beans café has decided to send direct mail to their customers to
promote their service. This will be helpful for them to communicate with the customers directly.
As a result, the customers will able to understand the new service of this organization, which will
increase the traffic numbers.
b) Development of the positioning plan based on the organizational requirements
In order to get a competitive position in the global market, Black Beans café focuses on
the product feature, price, and delivery process. However, for an organization, it is crucial to get
a good position by improving their product quality and pricing strategy (Han et al. 2018). The
Black Beans café is known as the reasonable price provides and they are preferred by the
customers for their unique product. The offer fine coffee and gourmet food at a reasonable price.
Therefore, their delivery is very fast. Their staffs are experienced as a result; they can deliver the
product to the customers within the promised time. This organization focuses on the maintenance
of the health and safety of the customers. Thus, they incorporate organic ingredients in their food
product, which meets their safety policy of the organization. On the other hand, their major
objectives are to increase the brand awareness and to enhance the profitability margin. As for
example, Dynamic is a major competitor of Black Beans café. This competitor provides coffee at
a high price. Hence, by the introduction of the healthy product at a low price the Black Beans
café will be able to get a good position in the competitive market.

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c) The monitoring process of the marketing performance in the context of target audience
and analysis of the market revenue and cost
Proper monitoring is necessary for any organization to measure the effectiveness of their
marketing performance (Smilansky 2017). The target market of Black Beans Café is the office
workers between the age group of 20-60. Their target market divided into three segments that are
dine-ins, business and take away. The Black Beans Café takes the order directly from the
customers and over the phone call. This marketing activity will meet the needs of the customers.
In order to monitor the activity of their marketing plan, they collect customer's feedback from in-
store feedback forms and from the local customer survey. However, young and middle-aged
people can take part into the survey while old aged people prefer feedback form. Thus, this
monitoring process will be helpful for this organization to measure that their marketing activity
is effective or not to satisfy their target market.
Analysis of the budget and the revenue is crucial for an organization to measure the
effectiveness of their marketing planning (Han et al. 2018). The cost and the revenue of Black
Beans Café are mentioned below:
Marketing
activities
Cost/Budget Expenditure Revenue Profit
Advertising $9,500 $10,000 $11,000 $1,000
Direct marketing $6,555 $5,000 $9,000 $4,000
Total expenditure $15,000 Total profit $5,000
Table 1: Budget and Revenue analysis

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(Source: Author)
From the above analysis, it has been found that the total expenditure of Black Beans Café
is $15,000 and the total revenue is $20,000. Hence, the profit is $5,000. Thus the marketing
activities are beneficial to increase the sales volume in the target market.
Part 2
Task 1
a) Assessing the marketing performance against the objectives and the discussion about
how the feedback from the customers improve the marketing mix
The Black Beans Café’s marketing objectives are:
 To increase 30% traffic number by 2011
 To enhance the brand awareness
 To achieve double-digit growth
 To provide high-quality food
 To provide fast friendly service
These are the major marketing objectives of Black Beans Café. However, they have taken
various marketing activities to meet their objectives. This organization has taken reasonable
pricing strategy with the high quality product. In order to enhance the traffic numbers, it is
crucial for an organization to offer a high quality product at the pocket friendly rate (Mahmud
2017). As per the statistical data of the growth analysis of Black Beans café it has been found
that their traffic number is increased up to 13% by the year 2011. Hence, it can be said that their

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low pricing strategy is helpful to increase their traffic numbers. On the other hand, they have
adopted direct mail, newspaper advertisement and PR campaign to create the brand awareness.
However, these advertisement methods are traditional, which is not applicable to all age group
people. As per the market analysis, it has been found that in the year 2011 only 7% customer
number is increased in dine-in target market segment. Such traditional advertisement activities
are not effective to meet their double-digit growth objective. On the other hand, Black Beans
Café is has recruited experienced staffs as a result, they are able to provide fast service to the
customers. Therefore, they have improved their product feature by adding organic ingredients in
their food product. This is a great marketing approach of such organization to meet the current
market need as maximum customers are health conscious in the recent years.
Analyzing of the customer feedback is a vital way to improve the existing marketing
activities (Mahmud 2017). In the context of Black Beans Café collection of the in-store feedback
form and the local customer, survey is effective for them to improve their marketing mix.
However, by checking the customer feedbacks this organization will be able to improve their
product feature, delivery process, pricing strategy and the customer satisfaction process.
b) Recommendation of the business practices to meet the changing customer demand by
following the organizational policy
Changes in the existing business activities are required if the old procedures are failed to
meet the demand of the target market (Innes et al. 2017). It is important for Black Beans Café to
bring changes in their business practices. The business practices, which need to be changed, are
as follow: