Marketing Opportunities: Coffeeville Coffee Shop Report

This report provides a comprehensive analysis of marketing opportunities for Coffeeville coffee shop. It begins with an executive summary and table of contents, followed by an introduction outlining the importance of coffee shops in the market. The report then addresses assessment task 1, answering questions about marketing regulations, the role of marketers, and the Australian Marketing Institute Code of Professional Conduct. It explores market penetration, development, product development, and diversification. The report also covers the product life cycle and the marketing mix components (product, price, place, promotion). Assessment task 2 focuses on identifying and evaluating marketing opportunities, including expansion, franchising, and corporate catering. The report presents a competitor analysis, market segmentation, and target market identification, along with potential marketing strategies such as sales promotions. Finally, the report concludes with an overview of the company, its objectives, and marketing plan, including an email to the Managing Director requesting feedback.

Running Head: IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 0

IDENTIFICATION AND
EVALUATION OF MARKETING
OPPORUTUNITIES
IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 1
Executive Summary
The following study identifies important factors of opportunities within the market. These
can be identified in a business by the success factor. This paper identifies the important
opportunities for Coffeeville coffee shop. These are based on a developed marketing plan. An
agenda has been prepared for the team members with the feedback. The most important
perspective has been presented to the Managing director and significant decisions made
according to business needs.

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 2
Table of Contents
Executive Summary...................................................................................................................0
Introduction................................................................................................................................4
Assessment Task 1: Written questions.......................................................................................4
1..................................................................................................................................................4
Guarantees..............................................................................................................................4
Telemarketing.........................................................................................................................4
Legislation of security............................................................................................................4
Publicizing standards..............................................................................................................5
Marketing at computerized level............................................................................................5
2..................................................................................................................................................5
Importance of marketers............................................................................................................5
3..................................................................................................................................................5
4..................................................................................................................................................6
Market penetration..................................................................................................................6
Market development...............................................................................................................6
Product development..............................................................................................................7
Diversification........................................................................................................................7
5..................................................................................................................................................7
Introduction............................................................................................................................7
Growth....................................................................................................................................8
Maturity..................................................................................................................................8
Decline...............................................................................................................................of 8
6..................................................................................................................................................8
Product....................................................................................................................................8
Price........................................................................................................................................8
Place.......................................................................................................................................9

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 3
Promotion...............................................................................................................................9
7..................................................................................................................................................9
Discovery................................................................................................................................9
Strategy...................................................................................................................................9
Implementation.....................................................................................................................10
Measurement........................................................................................................................10
8................................................................................................................................................10
Straight-line method.............................................................................................................10
Moving average....................................................................................................................11
Simple linear regression.......................................................................................................11
Multiple linear regression.....................................................................................................11
9................................................................................................................................................11
10..............................................................................................................................................11
Assessment task 2: Identification and evaluation of marketing opportunities with strategy...12
1. Explore creative and innovative ideas and conduct research relevant to the business'
products and/or services, potentially new and emerging market competitors and any other
factors you deem relevant, to prepare a list of three (3) potential marketing opportunities....12
Expansion.............................................................................................................................12
Franchising...........................................................................................................................13
Corporate catering................................................................................................................13
Goals and objectives.............................................................................................................13
Competitor’s analysis with future planning (Promotion).....................................................13
2. Based on your review of the marketing plan and research, identify three (3) potential
marketing opportunities for the company. Investigate these opportunities in detail to develop
a report and suggest an order of priority based clearly on their viability and contribution to
the business..............................................................................................................................16
Marketing opportunities with strategies...................................................................................16
Halloween sales promotion..................................................................................................16

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 4
Christmas sales promotion...................................................................................................16
Student and youngsters.....................................................................................................16
Professionals.....................................................................................................................16
Families.............................................................................................................................16
Mature customers..............................................................................................................17
New baristas.........................................................................................................................17
Positioning........................................................................................................................17
Political.............................................................................................................................17
Economic..........................................................................................................................17
Social-cultural...................................................................................................................18
Technological....................................................................................................................18
Legality and risk...............................................................................................................18
3. Based on the report, provide an overview of the company, their business objectives and
marketing plan and ensure your report is professionally presented and error-free..................18
Product differentiation strategy............................................................................................18
4. Submit your list of three (3) original potential marketing opportunities and your Report in
an email to the Managing Director. Make sure to write your email professionally to the
Managing Director and request the MD’s feedback................................................................19
References................................................................................................................................20

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 5
Introduction
Coffee shops and Coffee has an important trend in the market. This has endeavored to appeal
all ages and the popularity has increased as many of the organizations arisen. Many of the
time people like to go into a store and enjoy a cup of coffee and provide a soft spot relax to
their stuff. Coffeeville coffee shop has been established within the industry of the competitive
world of the brewing industry. The following discussion will outline the strategic plan and
marketing opportunities that are undertaken by Coffeeville coffee shop. This has the potential
to capture a large and great market share. This report includes strategies that will help to get a
jumpstart on the market and opportunities for a future time.
Assessment Task 1: Written questions
1.
Identify and concisely outline five (5) items of regulations and laws that apply to the
marketing industry in Australia.
Guarantees
Professional of marketing needs to consider that buyers ensure that are surrounded by
Australian consumer law. These should be identified with marketing since that can cover the
subject of what is guaranteed in marketing to clients before a purchase is made (Crock &
Berg, 2011).
Telemarketing
New telemarketing of Australia doesn't call enactment happened on 31 May 2007. There are
many considerable amounts of special cases like foundations, inquiries of market about calls,
political gatherings, and foundations that are currently not lawful for telemarketers to call on
Australian telephone numbers that are for individual or utilized at residential level and
proprietors have put them to not call enlist (Heather, Hall, & Gartner, 2015).
Legislation of security
The federal government of Australia has given people data security insurance under the law.
These all are secured under the Federal Privacy Act. The workplace of Australian
Information Commissioner is the body of administrative for demonstration. These all are
considered consistency by the law that is a presence of mind and energizes great business
hone (Varchnas, 2011).

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 6
Publicizing standards
The standards Bureau of advertising oversees Australia’s arrangement of promoting self-
control by the boards of Advertising standards and the Advertising Claims Board. The
framework of self-direction perceives that sponsors share a typical enthusiasm for advancing
trust of the customer in and regard for promoting as general benchmarks (Jeremy, 2016).
Marketing at computerized level
The Anti-spam charge acquainted with a parliament of Australian Federal in September 2003
and make it as common as an offense to utilize and deliver collecting software to develop
dissemination agreements of beneficiaries or a rundown worked along these lines. This had
turned into a typical practice by email marketing organizations (Techera & Klein, 013).
2.
Briefly outline the importance for marketers to abide by the provisions of the Australian
Marketing Institute Code of Professional Conduct.
Importance of marketers
There is a scope of professional principles under Australian Marketing Institute code of
professional conduct. These all have developed for address issues that change in business to
identify by marketing to complete work. They keep the trust of the buyer that is indispensable
to compelling research and marketing. The Australian Marketing code of professional
conduct norms of professional by marketing analysts for a code of professional behavior
advances, rules, and the most noteworthy (Gillian, 2011).
3.
Describe one (1) aspect of this Code that is important about identifying marketing
opportunities.
This is very critical to identify opportunities of marketing with relation to the client in code of
professional conduct. To seek opportunities of marketing it is necessary for members to
execute professional duties competently, ethically, honestly, and with faith by not consider
personal bias. This is very important for members to make changes according to time and
comply with rules. This is very important for a member to operate in the limits of experience
(Gregoire & Dean, 2012).

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 7
4.
Briefly describe each of the following terms as they relate to increasing marketing
opportunities.
Market penetration
The strategy of growth focuses on existing products for an existing market. This includes
objectives of the business to increase the loyalty of brand in the present market. For
successful as a market penetration an organization must be aware of the production of a
product and should place success in the first place. There are many strategies of market
penetration for a business that includes:
Attracting consumers that have not become continue users but are occasional users that
increase the loyalty of the brand. It is a successful strategy to grow in a fast market as new
customers are like users that taste the water. Attacking sales of competitors happened in a
mature market. This present increased sales for an organization to capture from competitors.
This is an adjustment for the marketing mix and alters elements like price or promotion
techniques. One of the famous organization TESCO has gotten success in this strategy over
the past years. It has gotten a large number of customers by supermarket rivals and providers
of internet services are regularly trying to win a large number of consumers from competitors
by strategies of pricing and activities of promotions. Increased consumption between existing
users takes place by decreasing price or offering promotions. It works enough with services,
goods consumption, and durable customers. Example, Sky offers bundles or packages to get
existing consumers to enhance subscription monthly and producers of food offer convenience
packs, maxi size, lunch size, and so on. In the durable market of customers new and rapidly
changed technologies encourage purchase. This is seen in the market of a mobile phone as a
model only remains in the market for six months (Shaw, 2012).
Market development
Organizations take the option of market development to find a new market for the
organization with existing products. This includes two market development strategies. It is
necessary to identify users in markets with the same needs to existing customers as the
market can be in other nation and generally concentrates on a new geographical market like
North America or Europe. This strategy is risky in different nations and has different needs
and taste. This is necessary to adapt the product with the use of new channels of distribution.
It is necessary to identify new customers that use a product differently. Resizing and

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 8
repackaging of a product open a new market for distribution channels to introduce a product
for new customers. One of the example for this as retailers in high street sell online and get a
high proportion of sale by internet (Opreanan & Vinerean, 015).
Product development
By the development of a product, organizations attempt to enhance profitability and growth
by introducing a new product that targets the base of existing customers. This includes the
development and creation of a new market that is same as those that the organization sells to
existing consumers. For example, Tesco offers financial services and places to shop. The
strategy of product development includes organizations to look and innovate by new ways to
extend the life cycle of the existing product. Many businesses like Samsung, Cadbury, and
Apple are known as an innovative organization as continue developed product (Khan M. S.,
2013).
Diversification
To develop new products for new market consists of changes in product and market.
Diversification is attempted by businesses to look in new technology by investing available
funds. An organization is forced by the actions as pressure is in the existing market with
product ranges like decline sale in the existing market for such products. This carries risk at a
high level compared to market penetration that has a lower risk and product development,
market development has strategies of marketing risk. It includes changes in product and
market. It also spread risks for organizations as it allows to decrease risk by reliance on
existing products and market. If revenues are falling for an existing product in the existing
market than it is necessary to launch a new product in a new market that helps to maintain the
overall performance of a business (Neffke & Henning, 2013).
5
Identify and outline each of the four (4) phases of the product life cycle.
Introduction
This stage of the product is very expensive as a developed product that is required to promote
in the potential market. Coffeeville coffee shop cost incurred in customer testing,
development and research according to the demand of the market. A large amount of demand
meets the requirement of the market in a competitive environment.

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 9
Growth
The phase of growth presents a faster rate to sale product. The people in the market is aware
of the product and words of mouth is starting to spread. The capabilities of the product in this
stage are recognized and offers stages to recognize and notice demand to sustain advertising
and promotion (Danni & Lee, Growth, 2014).
Maturity
The phase of maturity present peak of product sales. Coffeeville coffee shop strong services
and demands of the product are now booking out. The product started to compete by new
alternatives and introduced to the market.
Decline
This stage refer to a period when the product reach at saturation point and price started to
increase by many decline sales. This is necessary to put a decision that continues to go with
significant changes or move with other product. The sales decrease sharply organization
should offer a new product to develop continue reputation in the market (Danni, Lee, &
Hsien, Life Cycle Assessment For Sustainable Product Development, 48-60).
6
Identify each of the four (4) components of the Marketing Mix and briefly and explain what
each component means. Give one or more examples of each component.
It is defined as a set-off controllable for market tools that an organization produced to desire
response in market Components of the marketing mix are product, price, promotion, and
place.
Product
Product refers to services and goods with the combination to offer a sale to a target market.
Conveniences and services are included in a product as part to offer a product with quality.
Design and appearance of a product present feature and function of a product.
Price
This offers an amount that an organization refers to the charge for a particular product or
service. This amount is necessary to pay to obtain a particular product. The price of a product
includes a margin of organization.

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 10
Place
The organization identifies a place to sell product or services. This refers that activities make
services and product available for targeted customers. Organization select dealer, retailer, and
wholesaler to support and focus to demonstrate a product to potential customers.
Promotion
Promotion refers to all activities that communicate merits, attributes, and feature of a product
that persuade targeted consumers to buy it. Many of the aspects like advertising, brochures,
packaging, and methodology of sales included in the promotion.
7
Identify the four (4) steps in the marketing process and provide a brief explanation of each
step.
The real starting process of marketing is the overall goals of business and programs of
marketing helps to design and accomplish objectives. Defined goals can be achieved by the
four steps of a successful marketing process (Aaron, 2012).
Discovery
This consists of the current situation of marketing with the flow of product. This is necessary
to identify the best target market for amenities or product. This is important to identify the
current location of a customer with a competitor's practices. It is all about doing the research
and perform according to detailed market analysis according to a customer and competitive
environment. It takes time for organizations to ensure plans that are based on metrics and
reality rather than wishful thinking and gut feelings. This generates an idea for organizations
to gain an understanding of the market needs by managing information (Philip, 2015).
Strategy
All the information of discovery helps to decide according to marketing plans. This is also
known as a roadmap to success and prepare a plan to go according to the market. This is
helpful to create an overall strategy according to market and individuals campaign strategies.
Many ways help to clearly define objectives and goals by determination of an appropriate
channel of marketing to develop a message and plan with timing. Customer driving strategy
is helpful to proper segmentation and targeting the needs of customers. Organizations should
focus to determine and served best to customers for achieving their value proposition
(Ebrahim, 2012).

IDENTIFICATION AND EVALUATION OF MARKETING OPPORTUNITIES 11
Implementation
This is the meat of the process of marketing. Implementation is all about the target to put in
cost-effective marketing campaigns into actions. This is necessary to implement according to
need by providing surety about all pieces in a place. Resources are very important for
complete implementation. All collected information respond according to order by identify
back-end campaign metrics and refer to a system that ensures data is captured. Everyone
within the organization is a campaign with the process of double-checking to get high-level
success. Constructing an integrated program of marketing is helpful to turn the marketing
strategy in real values for customers. Program of marketing delivers superior values to
customers (Dietrich, Rundle-Thiele, & Kubacki, 2017).
Measurement
This phase helps to process of marketing to take a close look at the result by identifying and
refine strategies before moving forward. The measured result enables to make an important
decision regarding the allocation of resources for the next process. The campaign helps to
achieve goals to increase sales according to the capability of spending. This is helpful to
identify elements of a marketing program with respond to the element of a marketing
campaign. The process of marketing is helpful to generate value for consumers by building
profitable relationships to target customers by satisfying a need. This orientation is helpful to
delight customers with exceed expectations. Creating customers values and maintain strong
relationships of customers are necessary for strong collaboration and relationship (Carlborg
& Kindstrom, 2014).
8
Describe four (4) statistical methods and/or forecasting techniques that can be used to
evaluate marketing opportunities.
Forecasting methods are useful to identify the opportunities for marketing. These all identify
and predict the future sales, expenses and capital cost for an organization (Moosa, 2016).
Straight-line method
This is one of the useful and simplest methods to identify opportunities within the market by
finding sales growth. This takes help from previous revenues to identify future revenues
(Gosasang, Watcharevee, & Kiattisin, 2011).