Analysis of Marketing Principles and Techniques: Bovis Cafe Report

This report provides a comprehensive analysis of marketing principles and techniques, focusing on their application to Bovis Cafe and Restaurant. It begins with an introduction to marketing and the specific context of the business, followed by an examination of diverse marketing activities, market segmentation strategies, and the marketing mix (product, price, place, and promotion). The report then delves into market research and analysis, exploring aims, methods (primary, secondary, qualitative, and quantitative), and tools like PESTEL analysis. E-marketing methods, including article marketing, email marketing, and social marketing, are also discussed, along with an analysis of managing online image. The assignment concludes with an evaluation of marketing techniques and strategies employed by Bovis Cafe, emphasizing the importance of customer feedback and market division for enhancing sales and profitability. The report offers a detailed overview of marketing concepts and their practical implementation in a real-world business scenario.

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Diverse activities carried out in marketing department........................................................1
1.2 Market segmentation as a tool...............................................................................................1
1.3 Marketing Mix......................................................................................................................2
TASK 2............................................................................................................................................3
2.1 Aims of research and market analysis...................................................................................3
2.2 Market research method........................................................................................................3
2.3 Market analysis tool and techniques.....................................................................................4
TASK 3............................................................................................................................................4
4.1 Methods used to E-marketing...............................................................................................4
4.2 Analysing companies in managing online image..................................................................5
TASK 4............................................................................................................................................5
3.1 Analysis of marketing techniques to research.......................................................................5
3.2 Findings of market research and market analysis.................................................................6
3.3 Presentation of findings to market team................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is said to be an activity that are related to buying and selling process of a
commodity. This process mainly includes advertising and selling products to its end customers.
Small family business that is taken in this assignment is Bovis Cafe and Restaurant. From this
report, researcher will get to know about the concept of marketing so that company can
implement this in their future proceedings (Wymer, 2011). Furthermore, process of market
research is explained so as to know the aims and objectives. Lastly, implementation of marketing
techniques in a company is included in this assignment.
TASK 1
1.1 Diverse activities carried out in marketing department
Marketing is a process through which company tries to promote their activities and also
maintain a relationship between customers and organisation. Thus, its prime goal is to make the
product reach to every single person so that they can buy their commodities. Marketing
department plays an important role in in increasing its sales and profitability. It helps an
organisation in establishing the business in an effective manner. Following are some of the
points which marketing department perform in order to improver their profit:
Build a relationship with audience: By creating awareness amongst customers and by
delivering best quality products company will be able to establish a better relationship with its
consumers. This will attract a large number of clients towards company as a result it will
increase their sales (Suvarna, Layton and Bancroft, 2012).
Involvement of customers: This segment try to engage customers by manufacturing
goods as per their choices and preferences. For this, company monitors current market scenario
so as to know level of competition and formulate strategies and ideas accordingly.
Generate income: This is the prime activity that every company establish their business
so that they can generate ample amount of money in given speculated time frame. Therefore,
firm perform all their activity just to increase their customer base.
1.2 Market segmentation as a tool
Market segmentation is stated as a concept under which buyers are divide into groups or
segments, so that company can fulfil common needs and responsibility. This enable organisation
in targeting customers of different segments (Hodge and et. al., 2011). Furthermore, market
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segmentation is done according top the targeted groups after identifying the choices and
preferences so that they can gain maximum benefits. Basically it is can be classified on the basis
of age, gender, income, psycho-graphically and social class. Therefore, it help assist organisation
in attaining objectives and aims in better manner. For example: as small business that has been
taken in this assignment is operating its business in local area so they are manufacturing goods
according to the choices and preferences of people living there.
Henceforth, for improving the sales Bovis Cafe and Restaurant is considering all the
factors that are available in the market area. They are giving best quality coffee products to its
customers who can enjoy the products they are offering (MacKenzie, Podsakoff and Podsakoff,
2011).
1.3 Marketing Mix
Marketing mix is a famous concept that is used by most of the companies and it was first
given by E. Jerome McCarthy's and he has classified into 4Ps i.e. product, price, place and
promotion. Therefore, entire planning depends upon the nature of the market area and what kind
of planning firm wants to follow. They are basically famous for coffee products that are made by
them. Further, classification of marketing mix is explained below:
Product: This mainly focuses on the products that are required by customers so, company
try to manufacture goods as per needs and wants of consumers. In case of Bovis Cafe and
Restaurant, as it is a coffee shop so their prime duty is to give excellent quality products and they
are selling the excellent brewed coffee of that place by adding some exotic flavours in it.
Price: This is an important aspect that is to be considered and it is determined as cost
which customers are agree to pay. In context with Bovis Cafe and Restaurant, they have fixed a
reasonable rates for the products they are offering and for this, they have done research for the
same in order to know the nature of people present in particular area (Caywood ed., 2012) .
Place: This refers to an areas in which products are to be delivered so, it is essential that
a proper research of the place is done. In case of company, they are providing quality products to
their premium customers. Therefore, their outlets are available in various locations and
customers can purchase whatever they want to buy.
Promotion: According to the current market scenario, various kinds of tools and
technologies are available in market area. In order to promote activities Bovis Cafe and
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Restaurant are opting different marketing and promotional skills so that they can attract a large
number of people (Tapp and et. al., 2013).
TASK 2
2.1 Aims of research and market analysis
Marketing research is considered as an analysis with the help of which company design
and plan their activities. Therefore, it helps them in selling excellent qualities to its consumers
and it is increasing its sales and profitability. Thus, the main aims of marketing research is for
attaining goals and these are as follows:
 To provide basis of proper planning.
 To minimise marketing cost.
 To identify new markets for products.
 To implement effective policies by considering price and other sources.
 To analyse market competition.
 Lastly, to determine external and internal forces along with its impact.
Further, aim of marketing analysis are given below:
 To evaluate the market scenario and trends.
 Mapping of marketing systematic
2.2 Market research method
In this current market scenario, there are various kind of methods through which
company do research in order to know the choices and preferences of consumers. So, further all
methods are explained below in order to understand in a better manner (Spreer, 2017).
Primary: This is a research which is conducted on field and authentic information are
collected so as to accomplish task in an effective manner. This inculcates certain factors like
surveys, direct observations, focus groups and many more. Although it gives right information
but it is time and cost consuming.
Secondary: Under this, information is collected from the sources that are available to
them like internet, books, journals etc., therefore, it helps a company in gathering adequate
information that can help them in flourishing their business.
Qualitative: In this, the prime focus is on group and potential customers and for this firm
do formal and informal conversation with consumers in order to know their satisfaction
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regarding the business (Hair and et. al., 2012). This will enable organisation in making
appropriate strategies so as to give tough fight to them.
Quantitative: In this method data is collected on the basis of numerical data, thus, it is
done for converting information in statistical form. For example: to identify average sale in
speculated time frame.
2.3 Market analysis tool and techniques
If a company wants to know the scenario of market area than it is essential that they
conduct a proper research. Therefore, PESTEL analysis will give appropriate result and it is
explained below:
Political factor: This refers to the political situation that are present in a particular area.
Thus, all the policies that are formulated by regulatory bodies are considered in this (Lefebvre,
2013).
Economical Factor: Under this, all the laws and legislations along with taxation policies
are included. Mainly all these are regulated and formulated by government of that place.
Social factor: Cultural aspects and other related factors are included in this so that
company can maintain a decorum and provide its services with hurting sentiments of people
living there.
Technological factor: According to this current market area there are various
technologies that are available and company can incorporate them for giving effective services to
its customers. Therefore, in context with Bovis Cafe and Restaurant they have utilised all the
latest tools so as to give proper facilities.
Legal factor: All kinds of laws and legislations are included in this so that company
doesn't violet any rules and legislations.
Environmental factor: Most of the company establish their business by looking after
environmental factor (Hawkes and Harris, 2011). London is pleasant in terms of climatic
condition and weather. Thus, company is formulating policies that can give them maximum
results.
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TASK 3
4.1 Methods used to E-marketing
E-marketing is a kind of process that is used by most of the company in order to give
appropriate information to its end customers. This includes certain elements like E-mail, internet,
online process etc., through this, company provide database of targeted its Stakeholder and
investors. Methods which company is using for attracting maximum number of people are given
below:
Article marketing: Under this method of e-marketing company write an article that are
related to industry and these are published and distributed in areas where shop is situated. Each
article include references and information that are in context with firm. This helps them in
providing information to its end customers (Wymer, 2011).
Email marketing: Electronic mail marketing is one of an essential method that is used for
communicating with audience in order to make them aware of fraud activities. It is an effective
tool for strengthening relationship between customers and Bovis Cafe and Restaurant.
Social marketing: Bovis Cafe and Restaurant, is using social media platform for
promoting their activities. Through this, shop is making online communities, blog wikis in order
to reach out to maximum number of people. Common tool of social media includes Twitter,
LinkedIn, Facebook etc (Suvarna, Layton and Bancroft, 2012).
4.2 Analysing companies in managing online image
Internal and external environment must be considered if a company wants to run their
business effectively, so, it is essential that they adopt factors that can give them favourable
results. Therefore, there are different sort of methods which Bovis Cafe and Restaurant can
adopt are explained below:
Monitoring: By going through the factors that are available in the market company can
analyse the situation that are present in market area. This includes diverse elements that can
affect firms business in a negative or a positive manner. Other than this, it will help them in
providing services in an effective way (Hodge and et. al., 2011).
Delivering of products on time: For attaining better position in market area it is essential
that Bovis Cafe and Restaurant, give services according to the choices and preferences of
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consumers. As restaurants are producing food items that are unique in nature for example:
chocolate mousse with lemon tart and people are loving this dish provided by them.
TASK 4
3.1 Analysis of marketing techniques to research
There are different types of marketing techniques that can be used by company in order
to generate more and more money. Thus, Bovis Cafe and Restaurant has incorporated various
tools and techniques that are giving them maximum benefits. Therefore, for their beverages
chocolate mousse with lemon tart is very popular in particular area and to make it even better
shop is taking reviews and feedbacks from customers (MacKenzie, Podsakoff and Podsakoff,
2011). Hence, it is helping them in delivering the best items. Further, concepts that Bovis Cafe
and Restaurant has optimised are explained beneath:
Market division: Food item that they are providing to customer is helping them in
improving its sales and profitability. Bovis Cafe and Restaurant has considered all the aspects
and then made this beverages which every section of the society and of any age limit can enjoy.
Accretion of inputs: The administration takes into consideration the views of different
customers in order to make new products. The inputs are given to the customers so that creative
items can be delivered (Caywood ed., 2012).
3.2 Findings of market research and market analysis
Bovis Cafe and Restaurant, as it is new to market so adopting various marketing
strategies is some what difficult for them because of which they are unable to get into contact
with customers. As a result it is reducing brand image in front of its customers. Therefore, after
evaluating current market scenario they are able to deliver goods and food items as per the
choices and preferences. For this, company is grabbing resources that are present in the market
area. Henceforth, an increase in sales and profitability can be seen.
3.3 Presentation of findings to market team
Company, Bovis Cafe and Restaurant is using appropriate strategies through which is
giving them maximum benefits. Further it is helping them in attaining goals and objectives in
speculated time frame (Tapp and et. al., 2013). After evaluating entire process it can be
concluded that company needs to adopt latest tools and technologies that can give them
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appropriate outcomes. After identifying outcomes these form will be able to apply plan of action
in business operations.
CONCLUSION
From the above report it has been concluded that, evaluating and determining of market
area is very important if new venture wants to establish themselves in market area. Along with
this, they need to consider aspects that are present and which can give effective results.
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REFERENCES
Books and Journals
Wymer, W., 2011. Developing more effective social marketing strategies. Journal of Social
Marketing. 1(1), pp.17-31.
Suvarna, K. S., Layton, C. and Bancroft, J. D., 2012. Bancroft's Theory and Practice of
Histological Techniques E-Book. Elsevier Health Sciences.
Hodge, G. L. and et. al., 2011. Adapting lean manufacturing principles to the textile industry.
Production Planning & Control. 22(3). pp.237-247.
MacKenzie, S. B., Podsakoff, P. M. and Podsakoff, N. P., 2011. Construct measurement and
validation procedures in MIS and behavioral research: Integrating new and existing
techniques. MIS quarterly. 35(2). pp.293-334.
Caywood, C. L. ed., 2012. The handbook of strategic public relations and integrated marketing
communications. McGraw-Hill.
Tapp, A. and et. al., 2013. Wheels, skills and thrills: A social marketing trial to reduce aggressive
driving from young men in deprived areas. Accident Analysis & Prevention. 58. pp.148-
157.
Spreer, E., 2017. Milk and dairy product technology. Routledge.
Hair, J. F. and et. al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science. 40(3).
pp.414-433.
Lefebvre, R. C., 2013. Social marketing and social change: Strategies and tools for improving
health, well-being, and the environment. John Wiley & Sons.
Hawkes, C. and Harris, J. L., 2011. An analysis of the content of food industry pledges on
marketing to children. Public Health Nutrition. 14(8). pp.1403-1414.
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