MKT101A - Stage 4: Metrics Proposal and Reflection for Brudo's Coffee

This report focuses on the marketing metrics proposal and reflection for Brudo's Coffee, a mobile coffee shop operating in Sydney. The report outlines three key monitoring and controlling systems: sales growth, brand awareness, and customer satisfaction and brand loyalty. Sales growth is measured by top-line revenue and average revenue per relationship, while brand awareness is assessed through surveys and social media activities. Customer satisfaction and brand loyalty are evaluated by repeat customer rate and customer retention rate. The report also reflects on the marketing process, highlighting the importance of understanding key pillars (political, economic, social, technological, legal, and environment), stakeholder roles, competitor analysis, market segmentation, targeting, and positioning. The 4 P's of marketing mix are also discussed. The assessment has improved the understanding of marketing metrics used to monitor business direction.

Running head: BRUDO’S COFFEE 1
Brudo’s Coffee
Yiu Hei Tang
00175235T
MKT101A- Marketing Fundamentals
Marketing Plan- Stage 4: Metrics Proposal and Reflection

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Contents
Contents...........................................................................................................................................2
Introduction......................................................................................................................................3
Three monitoring and controlling systems......................................................................................3
Sales growth.................................................................................................................................3
Brand awareness..........................................................................................................................3
Customer satisfaction levels and brand loyalty...........................................................................4
Reflection about marketing process through the assessment..........................................................4
References........................................................................................................................................6

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Introduction
This part of the report will focus on three monitoring and controlling tools and their respective
marketing metrics. A reflection will also be made concerning the gained knowledge from the
assessment of marketing process. Marketing metrics refers to values that are measured by a team
in marketing department to clearly indicate how marketing channels are effective. Marketing
metrics enables a company to evaluate and assesses its progress and possible adjustments are to
correct any problem that might interfere with the company’s operations (Frösén, 2018).
Three monitoring and controlling systems
Sales growth
Sales growth is a marketing metric that is used for measuring sales team ability of increasing
returns and profitability of an organization over a given period of time (Farris et al., 2015). This
system is used to indicate products that are needed by potential customers to satisfy their needs.
The tool also provides an assessment on how the company is delivering the required products to
customers in an effective way (Solcansky, Sychrova & Milichovsky, 2013). Some of the metrics
used in sales growth include; top line revenue, average revenue per relationship etc. Top line
revenue are returns that a company earns when a product is sold. This metric is relevant because
it is very easy to determine whether the top line is consistent or not to indicate healthy position of
sales growth. The average revenue per relationship must also be consistent when the total
revenue is divided by the total number of clients to indicate a healthy sales growth. The two
methods do not require complicated procedures to determine the position of the sales growth thus
making it easier to be used in most companies.
Brand awareness
It describes the customer’s recognition about the existing product of a company. The company’s
brand image is associated with another company’s products to determine best products that
attract customers. Among marketing metrics used in brand awareness includes surveys and social

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media activities (Misirlis & Vlachopoulou, 2018). Surveys are done through interviews or
questionnaires. In survey, customers are asked questions concerning the product, where they
heard about the brand and how their view about the brand. Social media activities are also used
via Facebook, twitter or LinkedIn to check on the total referrals and followers of the brand.
These metrics are relevant since feedback is received from many customers in the global world
and respective decisions can be made. The company can then use the feedback to boost its brand
image to remain ahead of its competitors.
Customer satisfaction levels and brand loyalty
Brand loyalty represents faithful customers that repurchase a company’s brand without ceasing.
It is measured by repeat customer rate and customer retention rate. Repeat customers rate refers
to customers that buys a company’s brand and continues to purchase the same brand in the same
company (Jacoby & Kyner, 2015). Customers retention rate refers to the total numbers of
customers who are loyal to a brand for a long period of time. They have a lifetime relationship
with the company’s brand. The two indicates a positive customers’ satisfaction degree and brand
loyalty if customers have repeated purchases.
Reflection about marketing process through the assessment
According to Ambler, (2016), marketing process are procedures that are followed by companies
in the identification of their potential customers, analysing opportunities in the markets and
creating of goods and services to satisfy customer needs. Throughout the marketing process, I
was able to understanding key pillars that are considered while establishing an organization.
These pillars include; political, economic, social, technological, legal and environment. I have
also understood roles and responsibilities of both external and internal stakeholders in an
organization. For an organization to realize its goals, there must be teamwork among
stakeholders. There is the need to analyse strengths and weaknesses of competitors to promote

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favourable competition in the market. I have acquired skills in marketing segmentation, targeting
and poisoning of a company’s products. A company must establish a business in areas where
there are enough customers to purchase their products and the products being produced must
please buyers. Strategies must be devised to attract customers to buy company’s products. This
process has enabled me to gain knowledge concerning the essence of market research before
executing a business. I was also able to understand the 4 P’s of a marketing mix and their
importance. Companies must be conscious about products to produce, where to sell, price factors
and advertisement media to get better sales. Finally, I have gained knowledge on marketing
metrics that a company puts in place to monitor the business direction.

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References
Ambler, T. (2016). Marketing metrics. Business Strategy Review, 11(2), 59-66.
Farris, P. W., Hanssens, D. M., Lenskold, J. D., & Reibstein, D. J. (2015). Marketing return on
investment: Seeking clarity for concept and measurement. Applied Marketing Analytics, 1(3),
267-282.
Frösén, J., Jaakkola, M., Vassinen, A., Parvinen, P., & Aspara, J. (2018). 1 Use and Perceived
Importance of Marketing Metrics in Different Business Settings.
Jacoby, J., & Kyner, D. B. (2015). Brand loyalty vs. repeat purchasing behavior. Journal of
Marketing research, 10(1), 1-9.
Misirlis, N., & Vlachopoulou, M. (2018). Social media metrics and analytics in marketing–S3M:
A mapping literature review. International Journal of Information Management, 38(1), 270-276.
Solcansky, M., Sychrova, L., & Milichovsky, F. (2013). Marketing effectiveness by way of
metrics. Economics & Management, 16, 1323-1328.