Melbourne Coffee Shop: Market Research and Marketing Strategies

This report details the development of a marketing plan for a new coffee shop and snack bar in Melbourne, Australia. It begins with an executive summary highlighting the importance of market research and analysis. The report analyzes the target audience, identifies product strategies (Asian-inspired light lunches), determines economic segmentation, and establishes price points. It explores service strategies, including takeaway and dine-in options, and emphasizes the importance of fresh food preparation. Demographic and promotional segmentations are also discussed, including flyer distribution and poster campaigns. The report also considers interior design, staffing (emphasizing Asian and Middle Eastern staff), and concludes with recommendations for leveraging social media for promotion. The market research focuses on young adults, office workers, and Asian communities, with an emphasis on providing affordable, convenient, and high-quality food and beverages. The report's analysis covers key aspects of the marketing mix, including product, price, place, and promotion, to ensure the coffee shop's success.

Running head: COFFEE SHOP
COFFEE SHOP
Name of the Student
Name of the University
Author Note

1
COFFEE SHOP
Executive Summary
The main aim of the following paper is to developing profitable strategies for marketing mix
for opening up a new business venture of coffee shop and snack bar in the Exhibition Street
located in the city of Melbourne, Australia. A proper market survey along with analysis was
conducted before opening up of the new coffee shop and snack bar. Through the market
survey and its analysis, the target audience would be analyzed along with the type of food to
be served and the price range for the food would be decided up. Lastly, the paper concludes
by stating the recommendation of the use of new media like the social media in terms of new
promotion strategies for the new coffee shop and snack bar in the Exhibition Street located in
the city of Melbourne, Australia. The carious social media like the face book, the what’s app,
the instagram and snap chat. Promotion through social media would help in increase the
target audience for the business ventures it has a much higher reach than the traditional media
of newspaper, magazines, television and radio.

2
COFFEE SHOP
Table of Contents
INTRODUCTION......................................................................................................................3
DISCUSSION............................................................................................................................3
PRODUCT STRATEGIC SELECTION...............................................................................3
ECONOMIC SEGMENTATION..........................................................................................4
PRICE STRATEGIC SELECTION.......................................................................................4
SERVICE STRATEGIC SELECTION.................................................................................5
DEMOGRAPHIC SEGMENTATION..................................................................................6
PROMOTIONAL SEGMENTATIONS................................................................................6
INTERIORS...........................................................................................................................7
STAFFING.............................................................................................................................7
CONCLUSION AND RECOMMENDATIONS.......................................................................7
REFERENCES...........................................................................................................................9
APPENDIX..............................................................................................................................10

3
COFFEE SHOP
INTRODUCTION
Proper market research survey and analysis is very much essential and crucial in the
ever changing dynamic business scenario before opening up of any business venture, small or
big. This would prevent the business organization from incurring any loss and to achieve
reasonable profit over time.
In the following paper, a proper market survey along with analysis was conducted
before opening up of a new coffee shop and snack bar in the Exhibition Street located in the
city of Melbourne, Australia. Through the market survey and its analysis, the target audience
would be analyzed along with the type of food to be served.
In addition the price range for the various food fort the new coffee shop and snack bar
would be decide upon based on the analysis of the market survey.
The paper concludes with the recommendation in terms of new promotion strategies
for the new coffee shop and snack bar in the Exhibition Street located in the city of
Melbourne, Australia.
DISCUSSION
PRODUCT STRATEGIC SELECTION
After proper analysis and the survey of the target market segment, it was found that
the main target audience which mainly consist of young adults of both male and female
gender, Asian group of people in their Post Graduation education level going to office within
the age group of 26 years to 39 years. A Decent amount of the people from the target
audience also belonged from the higher age group of 40 years to 59 years in addition to the
younger age group of 18 years to 25 years. The main target group mainly belonged to the

4
COFFEE SHOP
group of young adult who were not willing to play much for a light lunch. They were willing
to pay a decent amount of $10 to around $15 for a light Asian lunch. The majority of the
people who came to the city were for in search of job. In addition, they mostly prefer hot food
along with sandwiches. As a result, the main food items that were preferable for the new
coffee shop and snack bar would mostly include the Asian Crunchy Lunch like the light
vegetable sandwiches for all the office employees along with vegetable rolls made in the
Asian flavors (Youtube, 2019).
ECONOMIC SEGMENTATION
As mentioned earlier, the main target audience group consists of the target audience,
which mainly consists of young adults of both male and female gender, Asian group of
people in their Post Graduation education level going to office within the age group of 26
years to 39 years. A Decent amount of the people from the target audience also belonged
from the higher age group of 40 years to 59 years in addition to the younger age group of 18
years to 25 years. The main target group mainly belonged to the group of young adult who
were not willing to play much for a light lunch. As per the recent survey analysis, the target
audience groups were willing to pay a decent amount of $10 to around $15 for a light Asian
lunch. The majority of the people who came to the city were for in search of job. They had
decent income of around $20k to around $49k per month and they would be willing to spend
around $11 to $ 20 for a typical purchase. Keeping all these economic factors and
segmentation in mind economic factors in mind, the price range for the food and the hot
beverage must be decided upon for the new coffee shop and snack bar (Tripadvisor, 2019).

5
COFFEE SHOP
PRICE STRATEGIC SELECTION
The main demography of the audiences for the new cafe mainly consists of young
adults of both male and female gender, Asian group of people in their Post Graduation
education level going to office within the age group of 26 years to 39 years. As a result, the
price range for the food and the hot beverages for the new café must be of reasonable. It
should nether be too high that the target audience group would ne be able to purchase it. Nor
it should be too low that the new café would keep on incurring loss. It should be reasonable
so as to be able to compete with it different competitors and sustain in the long run in the
competitive dynamic business scenario. As per the analysis of the recent survey, the various
snack meals of a low price range of would be around 5 AUD and also the various snack
meals of a higher price range would be around 15 AUD. In addition, the various hot
beverages like the coffee and the tea would be categorized at a price range of 4 AUD for the
new coffee shop and snack bar.
SERVICE STRATEGIC SELECTION
Talking about the various service strategies for the new coffee shop and snack bar, it
should be created keeping in mind the demography of the main target audience, which mainly
consists of young adults of both male and female gender, Asian group of people in their Post
Graduation education level going to office within the age group of 26 years to 39 years.
Option of both take away and dine in must be made available for the audiences. Since the
target group mainly consist of the young adults who are always busy in their and daily life,
the option of take away of the food parcels would be helpful. In addition the there is also the
option of dine in for all the targeted customer or consumer who want to spend a quality time
with their near and dear ones in the newly opened café. According to the recent survey, the

6
COFFEE SHOP
target audiences mainly prefer preparation of the food after the order has been taken rather
than it being prepared before in order to maintain its freshness and good quality of the food.
In addition, the various raw materials requires for cooking should be stored in good hygienic
conditions for the purpose of cooking food for all its targeted customers or consumers.
(Outreach, 2019).
DEMOGRAPHIC SEGMENTATION
As mentioned earlier, the main target audience group for the new coffee shop and
snack bar consists of the target audience, which mainly consists of young adults of both male
and female gender, Asian group of people in their Post Graduation education level going to
office within the age group of 26 years to 39 years. A Decent amount of the people from the
target audience also belonged from the higher age group of 40 years to 59 years in addition to
the younger age group of 18 years to 25 years.
PROMOTIONAL SEGMENTATIONS
The various promotional strategies that are being are employed or used for the
opening of the new coffee shop and snack bar mainly includes the use of traditional print
media like the flyers. The promotional strategies for the opening of the new coffee shop and
the snack bar mainly include distribution of flyers with the local office area. Since the office,
area would mainly include the target audience for the new coffee shop and the snack bar,
which mainly consists of young adults of both male and female gender, Asian group of
people in their Post Graduation education level going to office within the age group of 26
years to 39 years. A Decent amount of the people from the target audience also belonged
from the higher age group of 40 years to 59 years in addition to the younger age group of 18
years to 25 years. Distribution of pamphlet in that area would help the owner of the new
coffee shop and snack bar to attract its target audience and gets more customers. In addition

7
COFFEE SHOP
to the distribution of the pamphlets for the new coffee shop and snack bar, the other
promotional strategies would also include putting of poster of the new Asian wood sculptures
and architectures near the office area. This would help the owner of the new coffee shop and
snack bar to attract its target audience and get more customers.
INTERIORS
The interiors of the new coffee shop and snack bar would have the Asian wood
sculptures and architectures to have an aesthetic appeal among its target audience. In addition
to the Asian wood sculptures and architectures there would also be chandeliers in the new
coffee shop and snack bar.
STAFFING
Taking about the staffing for the new coffee shop and snack bar, the employees or the
staff group for the new coffee shop and snack bar would mostly include the people from Asia
and Middle East. The new coffee shop and snack bar would mostly serve Asian food kike the
Asian Crunchy Lunch, which would include the light vegetable sandwiches for all the office
employees along with vegetable rolls. As a result recruiting people from Asia would aid in
the communication process with the customers. In addition, female employees or staff would
also be hired who would help in the communication process with its customers or target
audience.
CONCLUSION AND RECOMMENDATIONS
From the flowing paper it can concluded that proper market research and analysis is
very much essential and crucial in the ever changing dynamic business scenario before
opening up of any business venture , small or big. This would prevent the business
organization from incurring any loss and to achieve reasonable profit. In the following paper,

8
COFFEE SHOP
a proper market survey was conducted along with analysis before opening up of a new coffee
shop and snack bar in the Exhibition Street located in the city of Melbourne, Australia.
Through the market survey, it was found that the main target audience give the area would
mainly consists of young adults of both male and female gender, Asian group of people in
their Post Graduation education level, going to office within the age group of 26 years to 39
years. The main choice for the food would include Asian Crunchy Lunch like the light
vegetable sandwiches for all the office employees along with vegetable rolls made in the
Asian flavors. All of food prices at a reasonable rate to attract more customers. In addition,
staffing or employees for the new coffee shop and snack bar would mostly include the people
from Asia and Middle East who aid in the communication process with the customers.
Taking about the recommendation for the new coffee shop and snack bar in the
Exhibition Street located in the city of Melbourne, Australia would most include addition and
incorporation in the promotional techniques by the owner. The use of the new media like the
social media in today’s time would help in the promotion of the new coffee shop and snack
bar thereby increases the customers. The new media, which is aided by the power of internet,
has a much higher reach than the traditional media like the print media of newspapers and
magazines along with distribution of leaflets and pamphlets and the audio visual media like
radio and television. In today’s time, almost everyone has a smart phone with good internet
connection and are connected through social media like face book what’s app, instagram and,
snapchat. Promotion through social media would help in increase the target audience an there
by the customer base for the new business venture of the coffee shop and snack bar.

9
COFFEE SHOP
REFERENCES
freepik.com. (2019). Freepik | Discover the best free Price graphic resources, 52,149 results.
Retrieved 29 August 2019, from https://www.freepik.com/free-photos-vectors/price
Outreach.com. (2019). Coffee and Snacks Banners | Outreach. Retrieved 29 August 2019,
from https://www.outreach.com/Products/Church-Banners/Coffee-and-Snacks-
41619.aspx
Tripadvisor.com. (2019). Outside, inside with coffee and snacks - Picture of Cafe Drip,
Regina - TripAdvisor. Retrieved 29 August 2019, from
https://www.tripadvisor.com/LocationPhotoDirectLink-g155042-d4849523-
i199388758-Cafe_Drip-Regina_Saskatchewan.html
youtube.com. (2019). Sandwich Rollups or Pinwheels - Bread Sushi - Kid's Video Recipes -
Perfect Summer Recipe. Retrieved 29 August 2019, from
https://www.youtube.com/watch?v=04BYEugkQfA

10
COFFEE SHOP
APPENDIX
Figure 1: Survey Result of Target Audience
Figure 2: Survey Result for the choice of food

11
COFFEE SHOP
Figure 3: Survey Result for the amount of money spend on lunch
Figure 4: Survey Result for the choice of service strategies