Coffeevile: Marketing Opportunities Report - Business Strategy

This report analyzes the marketing opportunities for Coffeevile, a coffee shop in Melbourne. The company, which offers high-quality coffee and gourmet food, targets individual sit-downs, takeaways, and business catering groups. The report identifies opportunities such as introducing free WiFi, leveraging video marketing, and launching innovative drinks and branded reusable coffee cups to increase sales and customer loyalty. It also suggests staff training to improve customer service and outlines the required resources, including costs for WiFi installation, staff training, and video marketing. The report also addresses relevant legislation, regulations, and national standards, and discusses the viability of implementing the proposed changes, including financial expenses and timeframes. The key recommendations include implementing free WiFi, video marketing, and innovative drinks, as well as enhancing staff training to improve customer service and maintain sustainability.

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

1MARKETING OPPORTUNITIES
Response 1
After analyzing the appendix it has been found out that, Coffeevile is the name of the company
which has been well receiving customer demand in the market of Melbourne. The products
offered by the company mainly includes high quality, fair trade coffee, super hot and cold
gourmet food and beverages and as well as high level of expertize knowledge and friendly
service to customers. The company mainly targets three markets or demographics like the
individual sit downs,, individual take away and business catering groups.
Response 2
Two marketing opportunities to enter new market are by introducing free WiFi services to the
customers inside the premises and leveraging video marketing about coffee drinks and benefits
to the health. For this the stakeholders and facilities department needs to hold a meeting to
introduce and analyze the cost of WiFi settings and video marketing procedures.
Two opportunities to introduce new product in current market is by delivering innovative drinks
to increase sales and creating value. Also providing branded coffee which is reusable by the
consumers will help in increasing market demand in existing market. For this the human
resource and designing team has to discuss further with the improvement and innovation in
product.
Response 3
Providing free WiFi services, New and innovative products, Video marketing and providing
branded coffee cups will help the business so as by creating a social value, increase the demand
and build a positivity in the mind of customers for its sustainability reports. Therefore with this
the company will be able to attract new customer and maximize profit thus achieving the goals

2MARKETING OPPORTUNITIES
and capabilities. It is likely to impact the business to educate the employees and provide staff
training to serve customers in a better way. These small changes and initiatives are financial
viable for a coffee organization operating for more than 3 years thus creating a good amount of
return on investment.
Response 4
Changes in the current operation like educating and the staffs to increase the customers’ services
and implement video marketing is most necessity by the organization. Also the internal
environment will also be changes to implement the WiFi connections.
Changes which are required to maintain the current quality of the customer service is by
providing various types of training and services so that they are loyal, behave friendly and speak
softly with the customers.
Estimated resources required are required is $200 dollars for the installation of free wifi zone in
the premises. The training of staffs will be requiring $400 dollars for 5 days a week. Video
marketing will be requiring $500 dollars per month to promote the benefits of drinking
Coffeeville coffee.
Response 5
Opportunities Ranking from 1 -5
stars
Timeframe
Viability 4.5 stars 1 month
Likely contribution to
business
4.9 stars 15 days

3MARKETING OPPORTUNITIES
Response 6
Legislation and regulations which should be served by the coffee shop is to provide good
training to staffs on food training and food safety as well as hygiene. The codes of conduct which
are affecting the business will be high business tax which will have to be paid to the government.
National standards which are likely to affect the business is the development of coffee from A –
class imported coffee beans and maintenance of sustainability and environmental impacts from
its operations in market.
Response 7
In the meeting with the assessor or the Café Director that is the assessor the viability of making
and initiating the change procedures will be communicated in order to help the organization to
better deal with the marketing opportunities and gain competitive advantage over competitors.
The financial expenses and time frame will also be discussed accordingly to help the business
gain advantage of the change procedures initiated.
Response 8
The newly identified marketing opportunities by the coffee shop in the new market are
introduction of free WiFi services to the customers inside the premises and leveraging video
marketing about coffee drinks and benefits to the health. Also introduction of new product in
current market so as by delivering innovative drinks will help the company to increase sales and
creating value.
Required changes initiated are like providing various types of training and services so that they
are loyal, behave friendly and speak softly with the customers.

4MARKETING OPPORTUNITIES