Detailed Marketing Report and Business Plan for Café Circus

This report presents a business plan and marketing analysis for Café Circus, a popular coffee shop in Sydney, Australia. It evaluates the company's strengths, such as its attractive interior, high-quality products, reasonable pricing, and convenient location, while also addressing potential weaknesses and risks like changes in customer preferences and workforce turnover. The report discusses strategies for growth, including menu revisions, customer relationship management, promotional activities, and employee training. It emphasizes the importance of maintaining high-quality standards, implementing effective marketing, and adapting to market demands to ensure the long-term success of Café Circus. The conclusion highlights the need for efficient management, strong financial planning, and innovative strategies to maintain a competitive edge in the coffee industry. The report includes references to relevant academic sources supporting the analysis and recommendations.

Running head: MARKETING
MARKETING
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................1
Discussion........................................................................................................................................1
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction
The report consists of the business plan of a coffee shop that is extremely popular in the
Sydney city of Australia. The name of the coffee house is café circus and is famous for its
excellent products and services. Café circus is performing well in the current market and even
standing out in the coffee industry. However, for further growth and expansion of the business, it
should try to implement specific strategies by evaluating all strengths and weaknesses of the
company. The café circus offers a comfortable and friendly atmosphere to its customers, even
serves delicious and excellent quality food. Various customers get attracted to the shop because
of its reasonable price and high-quality products and services. The main aim of the shop is to
create an environment where all employees can work with dignity and are treated equally by the
management (Amores-Salvadó, Martin-de Castro and Navas-López 2015). Even the business
aims to generate higher revenues for the company by which it can sustain the market for the long
run and can function smoothly without any complications.
Discussion
The café circus has an impressive and attractive interior where the customer can get a
variety of choices in terms of coffee and beverages. Coffee is available in different flavours from
latte to espresso, and the shop provides a wide range of opportunities in desserts and snacks. The
breakfast menu of the café has various items such as doughnuts, croissants, muffins, French
pastries, and many more that are loved by the customers. Bread items and fresh fruitcakes are
purchased from local vendors daily.
Nowadays, coffee houses are assumed as one of the best places for relaxing and hanging
out with closed ones. Café circus is operating in the area that is hugely beneficial for the business

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as the location is convenient for various types of customers. The coffee house is located in a
densely populated area where there are many corporate offices, and this proves to be one of the
significant strengths for the business. The café circus has a reasonable pricing strategy because
of which different class of people are attracted to the shop. Due to the high level of popularity
that the business is gaining, the management of the company is trying to implement profitable
strategies in the company that will be beneficial for the café circus in future. Even the menu has
been revised by taking into account all the requirements and demands from its regular customers
(Kumar, Reddy and Ramaiah 2014). One of the greatest strength of the company is that it can
adopt any kind of changes as per the market demand as it has a stable position in the market. It
entirely depends on the management on how to utilize various resources of the company to
obtain a profitable result for the café circus.
In general, profit attracts risk, and it the responsibility of the management to implement
specific plans and strategies by which the risk can be minimized, and the business can operate
smoothly. In the business of café circus, also risk is inherent in the business. As the company is
working in the food industry and the most common risk associated with this type of industries is
a change in customer’s tastes and preferences. Even due to the change in economic conditions,
the spending priorities of the customer changes that can harm the business. Usually, the
workforce in a coffee business employee’s young generation as they have innovative ideas and
knowledge on how to interact with customers efficiently. Younger employees try to excel in their
career. If they get some more profitable opportunities, they will acquire that opportunity, and this
will hamper the operational activities of the coffee shop. The management must be ready to face
this type of issues so that the business will not face any kind of complications in its operations.
The administration must choose a balanced workforce that will be favourable for the business,

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and even a good owner must learn to deal with multiples issues in a manner that will provide
benefits to the company as well as the employees.
Before implementing any new strategy, the managers must evaluate each of the
objectives efficiently to avoid any complications in future. The café circus is known for its high-
quality products and is the prime responsibility of the management that a high standard of food
quality and service is maintained (Snihur and Tarzijan 2018). To attract more customers, specific
discount coupons must be offered, and even the company should ensure that a friendly,
comfortable atmosphere is provided to customers. To attract more customers, the marketing
strategies must be efficient, the promotional and advertising activates must be given priority, as
they will generate more customers for the company. The management must maintain customer
relationship management (CRM) to record all information about its customers so that as per their
demand specific changes can be made in the menu and even in certain areas where modification
is required. All tables in the coffee house must-have table tents or advertisement regarding the
upcoming events. The menu must have a detailed description of each item, thus providing clarity
to the customers.
Proper training must be given to all employees, and the management must practice open-
door policy for employee suggestions and concerns (Cui et al. 2014). It is the responsibility of
the server to ask the customers whether they want to have some delicious dessert after having
some food or snacks. Dirty dishes and plates must be removed immediately. The management
must give cleanliness top priority. Café circus provides credit card services such as MasterCard,
Visa and many more. For further expansion of the business, the administration must hire
experienced and qualified persons and must even conduct regular training for the employees.

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Conclusion
Lastly, the report concludes that the management must be efficient enough to deal with
all the relevant issues that will incur in the business and even have the ability to solve them as
soon as possible. Not only the management but also the financial part of the company must be
strong to manage all the operational activities of the business. All financial decision must be
taken that will be profitable for the company. Even though the café circus is doing well in the
market but for further development, it needs to implement innovative strategies that will be
profitable for the business and will help the coffee house to stand out in its industry.

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References
Amores-Salvadó, J., Martin-de Castro, G. and Navas-López, J.E., 2015. The importance of the
complementarity between environmental management systems and environmental innovation
capabilities: A firm level approach to environmental and business performance
benefits. Technological forecasting and social change, 96, pp.288-297.
Cui, J., Moody, P.B., Su, H., Zhang, Q. and Zhao, C., International Business Machines Corp,
2014. System and method for managing activities in project management. U.S. Patent 8,666,934.
Kumar, K.S., Reddy, G.P. and Ramaiah, G., 2014. The Importance Of Business Ethics In
Globalisation-A Study. International Journal of Advancements in Research & Technology, 3(4),
pp.285-298.
Snihur, Y. and Tarzijan, J., 2018. Managing complexity in a multi-business-model
organization. Long Range Planning, 51(1), pp.50-63.