MKT101A - Marketing Plan: Situation Analysis of Brudo's Coffee

This report presents a comprehensive marketing plan situation analysis for Brudo's Coffee, a mobile coffee shop in Sydney. It begins with an introduction and an overview of the company and its industry, highlighting its focus on the urban market and its product offerings. The report then delves into a macro-environmental analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors affecting the business. Following this, a micro-environmental analysis assesses suppliers, staff, intermediaries, customers, and competitors. The report culminates in a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats, providing a strategic overview of the business's position in the market and potential challenges and advantages. The analysis includes references to relevant sources.

Brudos Coffee

BRUDO’S COFFEE 1

BRUDO’S COFFEE 2
Contents
Introduction...........................................................................................................................................2
Overview of company and its industry..................................................................................................2
Macro environment Analysis.................................................................................................................2
PESTLE Analysis..............................................................................................................................2
Micro environment................................................................................................................................4
SWOT Analysis.....................................................................................................................................5
References.............................................................................................................................................6

BRUDO’S COFFEE 3
Introduction
Marketing is the business of creating the relationship with and satisfying the customer. It is
required to develop the marketing plan to attract the large number of consumers towards the
organisation. It is essential for the organisation to analyse the environment before developing
the marketing plan (Kotler, Burton, Deans, Brown, & Armstrong, 2015). In this report, the
Brudo’s coffee has been taken into consideration to analyse the environment to develop the
plan.
Overview of company and its industry
Brudo’s coffee is a mobile coffee shop that established in Circular Quay Sydney. It is just
opposite the overseas passenger terminal there are a lot of tourist and student there. It is
operating under the retail industry. It mainly focuses on the urban market of Sydney to grab
the market share.
The mobile coffee shop is on three wheels which have multi number of products such as
coffee classics, coffee specialities, and the unique coffee cocktails, selected teas and freshly
orange juice. The coffee shop also offers the small snacks to compete the products such as
brownies, cookies and other delicacies items (Coffee-bike, 2019).
Macro environment Analysis
PESTLE Analysis
Political
Sydney is the largest city of Australia. It is
required to take licences for the place of
coffee shop. Circular Quay is the local
Economical
Sydney is the largest city of Australia in the
terms of revenue.
It is a tourist place which is highly attractive

BRUDO’S COFFEE 4
government area of the city. The shop has
to take the license and also follow the
proper rules and regulation as it is a
government area (Sydney, 2019).
for visitors.
Large number of visitors reflects the high
demand of consumers. It is beneficial for the
company to earn the profit.
Social
The different festivals are celebrated by the
people at the circular quay. The large number
of people gathers to experience the festivals
such as New Year Eve Fireworks.
Families and tourist gather to explore the
place. It is beneficial for the shop because
the demands of drinks are increases while
the gathering (City of Sydney, 2019).
Technological
Australia is famous for adopting the new
technologies at the faster rate.
The growth of technology increases the
opportunity of innovation and design. The
coffee shop is also an innovative design
that’s why; the government and the other
stakeholder promote it.
Legal
Consumers Act and the other consumer
protection act are developed by Australian
government.
Food safety standards are outlined by the
Food Standards Australia New Zealand
(Business Queensland, 2019).
Environmental
Necessary to follow the environmental policy
as it is local area of government.
Rules and regulation related to clean and safe
environment.

BRUDO’S COFFEE 5
Micro environment
Suppliers
Dairy product suppliers are the main
suppliers of the company who provide the
services to the shop.
Staff
Less number of staff is required to deliver the
services to consumer. It is a mobile shop that
is why; maximum 3 numbers of workers can
handle the whole responsibilities.
Intermediaries
Advertisement agencies are the
intermediaries.
Stakeholders of the area
Customers
Young people
Visitors (tourist)
Families
Internal Factors
Managers, Employees, Money, Resources, culture, and raw material are the internal
factors that affect the business in future (Feedough, 2019).
Competitor analysis
Cabrito Coffee Traders, Rossini, and CQ café are the competitors of the company. It provides
the similar nature of product which is offer by the company. These are the direct competitors
as they are providing the similar nature of product and it also increases the competition
between the shops. Roasted coffee and normal coffee services are the main competitive
products of the shops. It has been seen that the shops has an advantage of new technology
which is adopted to create some differences. The company also provides the small snacks to
consumers as complimentary which is somewhat different from its competitor services.

BRUDO’S COFFEE 6
SWOT Analysis
Strength
 It is established at the tourist place
 Consumers have high demand due to
tourist place.
 It adopt the new innovative design
Weaknesses
 Health conscious people consume
fewer amounts.
 Low brand image due to new entrants
in the market.
 Less experience in the new area
Opportunity
 It offers the variety of products at the
time of New Year Eve.
 Online delivery services are also an
opportunity for the shop.
 Expansion of business at the different
tourist place of Australia.
Threat
 Competitors are the main threat of the
shop.
 Political and social factor affects the
growth of business.
 Government decision is a main threat
because if the government take the
decision to close down all the shops.

BRUDO’S COFFEE 7
References
Business Queensland. (2019). Food and beverage industry regulations and compliance.
Retrieved from: https://www.business.qld.gov.au/industries/hospitality-tourism-
sport/food/food-beverage/regulations
City of Sydney. (2019). Social sustainability. Retrieved from:
https://www.cityofsydney.nsw.gov.au/vision/sustainable-sydney-2030/communities-
and-culture/social-sustainability
Coffee-bike (2019). About Us. Retrieved from: https://coffee-bike.com/in/about-us-2
Feedough. (2019). Marketing Environment: Explanation, Components, & Importance.
Retrieved from: https://www.feedough.com/marketing-environment/
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Sydney. (2019). Vibrant and always throbbing with activity, Circular Quay is a buzz.
Retrieved from: https://www.sydney.com.au/quay.htm