Strategic Report: Developing Marketing Objectives for A&A Coffee

This report details the development of organizational marketing objectives for A&A Coffee. It begins with knowledge-based questions covering financial management techniques, relevant legislation (Age Discrimination Act, Racial Discrimination Act, etc.), industry regulatory bodies (ANRA, Commercial Radio Australia, etc.), and marketing evaluation techniques (competitive analysis, SWOT, etc.). The report then presents a strategic analysis, including confirming the organization's mission and vision, identifying strategic direction, evaluating previous marketing initiatives, scoping marketing opportunities using SWOT analysis, and formulating long and short-range marketing objectives. The report also includes references.

Develop organizational marketing
objectives
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Table of Contents
Assessment Activity 1 – Knowledge Questions..............................................................................3
Question 1....................................................................................................................................3
Question 2....................................................................................................................................4
Question 3....................................................................................................................................7
Question 4....................................................................................................................................8
Assessment Activity 2 – Develop a strategic report on Market Objectives..................................11
Task 1: Identify strategic direction............................................................................................11
1.1 Confirm organization’s mission.......................................................................................11
1.2 Identify directions and targets..........................................................................................11
1.3 Complete a situational analysis........................................................................................12
1.4 Identify legal and ethical requirements of the organization.............................................13
1.5 Confirm strategic direction...............................................................................................13
Task 2: Review marketing performance....................................................................................14
2.1 Evaluate effectiveness of previous marketing initiatives.................................................14
Task 3: Scope marketing opportunities......................................................................................14
3.1 Analyze current products/services using SWOT..............................................................14
3.2 Identify viability and contribution to the business...........................................................15
3.3 Organizational fit..............................................................................................................15
Task 4: Formulate marketing objectives....................................................................................15
4.1 Write long-range strategic objectives...............................................................................15
4.2 Write short-range objectives............................................................................................16
4.3 Undertake consultation.....................................................................................................16
4.4 Develop a risk management strategy................................................................................16
4.5 Document the marketing objectives.................................................................................16
References......................................................................................................................................18
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Assessment Activity 1 – Knowledge Questions
Question 1
Three financial management techniques utilizing the table below:
Financial management
technique
Description Example
Planning software
This financial management
technique is to plan for the
future endurance of the
organization over a period
of time. The problem in
utilizing this technique is
the utter and complete
number of variables that
must be involved for any
real model to provide the
information which is
useful.
The manager of the organization is to
utilize the statistical data and model to
forecast that how the present financial
framework of the organization will
endure over the period of time.
Cost forecasting
Financial managers of the
organization must be
frequently indulged in
predicting any possible rise
or fall in the cost.
If the manager is working for a firm on
which services tax should initiate to
apply from the next month then it is
the duty of the manager to write out the
series of scenarios and their forecasted
and predicted costs (Brigham and
Houston, 2012).
Managing the risk and Identification of the risk If the organizational manager is
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uncertainty and uncertainty is one of
the core areas where there
is a requirement of the
performance by the basic
packages of software.
planning to buy the oilfield in Dubai
then the financial manager has to
gather the data on the oil industry of
Dubai. The Risk associated here are of
shoddy equipment, competition, lack
of coordination in the policies of the
government and corruption in the
industry.
Question 2
Table showing the legislation that may influence aspects of the business operations in the
marketing are as follow:
Legislation Explanation
Age Discrimination Act 2004 The age discrimination act 2004 is an act of the Australian
parliament that restricts the discrimination of age in many
areas comprising the areas of employment,
accommodation, education and the provision of goods and
services (Rehman, 2010). An Individual of any age can be
discriminated against within the act’s meaning.
Racial Discrimination Act
1975
The racial discrimination act 1975 is an act passed by the
Australian parliament that makes racial discrimination
legally unlawful in certain contexts of Australia and
disallows the legislation of the states and territory to the
limit of any inconsistency.
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Australian Human Rights
Commission Act 1986
The Australian human rights commission act 1986 has the
responsibility of investigating and analyzes the alleged
contraventions under the anti-discrimination legislation of
the Australia in context to the agencies of the
commonwealth (Rehman, 2010). Matters for the
investigation in this acts comprised of discrimination on the
basis of nationality or race, color origin, age, gender,
harassment (sexual), sex, breastfeeding, sexual orientation,
relationship status and many more.
Fair Work Regulations 2009 The fair work act 2009 and the fair work regulation act
2009 are the most important legislation they deal with.
These acts regulate the relationship between employer and
employee in Australia. These acts provide a safeguarding
factor in regard to the minimum wages; it also assists in
enabling the flexible arrangements for the working and
ethics at the workplace and also safeguards the
discrimination against the employees.
Copyright Act 1968 The copyright act 1968 defines the legally enforceable
powers of the originator of artistic and creative work under
the legislation of the Australia. The scope relating to the
copyright of Australia is stated in the Australian Copyright
Act 1968, which also responsible for the applicability of the
national law throughout Australia (Bates, 2010). Designs of
the artwork can be safeguarded by the Copyright Act.
Anti-discrimination legislation Anti-discrimination legislation is the legislation of
Australia. In Australia, it is legally restricted and unlawful
to discriminate the individuals on the grounds of a number
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of safeguarded attributes and qualities comprising sex,
opposite gender status, age, race, disability and sexual
orientation in significant areas of public life, comprised of
employment and education.
Do Not Call Register Act 2006 The continent of Australia is having a national Do Not Call
Register to control and direct the growing practices of
telemarketing creating uninvited and unrequested telephone
phone call to the private individuals. The scheme is free of
cost and applies to mobile, home or fax numbers. However,
there is an exemption to a category of the organization from
the Register prohibitions including some bodies of the
government, political candidates as well as parties,
educational and charitable organizations.
Consumer laws The Australian consumer law is a uniform legislation for
the protection of the consumers, applying as a legislation of
the Australian Commonwealth and is established into the
law of states and territories of Australia (Laws, 2013). The
consumer law is the schedule 2 to the competition and
consumer act 2010.
Privacy Act 1988 The Privacy Act 1988 is a law of Australia deals with the
privacy. Section 14 of the Privacy Act 1988 specifies the
number of the rights of privacy also refer to Information
Privacy Principles. These principles control and regulate
when and how the private information be gathered by these
agencies of the government.
Spam Act 2003 Passing year of the Spam Act 2003 was 2003. The
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objective of the Spam Act 2003 is to set up a scheme for
the regulation and the direction of the commercial emails
and also other kinds of commercial electronic messages. It
prohibits spam, especially spam’s in e-mails and also some
other kinds of spam relating to the phone.
Question 3
The table below represents the four bodies of the industries that regulate the marketing space in
Australia as follows:
Regulatory Body Purpose Codes/Standards/Guideline
Australian
Narrowcasting Radio
Association (ANRA)
Australian Narrowcasting Radio
Association’s objective or purpose
is to being targeted to the groups
having special interests, being
intentionally for the restricted
locations, being provided during a
restricted time period to reveal an
event which is special, to provide
the programs of restricted appeal, or
for some other factors.
Each segment of the industry of
broadcasting is required to
develop the codes of practice, in
regard to the ACMA, under the
Broadcasting Services Act 1992.
Commercial Radio
Australia
Commercial Radio Australia is the
body of the national industry whose
objective is to represent the industry
of commercial radio in Australia
(Cunningham, 2010). Commercial
Content broadcasts on the stations
of the commercial radio in
Australia are controlled and
directed by the Commercial Radio
Code Of Practices. The area
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Radio Australia pursues a variety of
problems on the behalf of its partner
stations.
covered by codes such as material
not adequate for the broadcasting,
current affairs, and news, music
of Australia and the promotion of
the gambling in the live sports
broadcasting.
Australian
Subscription
Television and Radio
Association
(ASTRA)
The Australian Subscription
Television and Radio Association is
the edge body whose purpose and
the objective is to represent the
industry of the subscription media
in Australia.
Australian Subscription
Television and Radio Association
manage codes of conduct and
represent the industry with the
government and regulators of
Australia.
Free TV Australia It is the industry body whose
objective and purpose is to represent
the broadcasters of commercial
free-to-air television in the
continent of Australia (Free, 2014).
Free TV is controlled and
managed by the Board of
Directors representing the groups
of major member comprised of
Nine entertainments, Southern
Cross Austereo, Seven West
Media, Network Ten, Imparja and
Prime Media Group.
Question 4
The table below represents that how each of the below marketing evaluation techniques can be
utilized in the analysis of the market:
Marketing evaluation Description
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concepts, methods,
techniques
Competitive analysis
Competitive analyses enable the organization in identifying
the competitors in their respective field of market and
evaluate the techniques to compete and stand against them in
the market. This plays a vital role at each and every step of
the development of the business. Research and analysis form
an important part of making the decisions regarding the
information of choosing a business, drawing up of a plan for
the business, or expansion of the business (David, 2011).
Objectives of the Competitive analysis comprised of to study
about the trends and patterns of the market, recognizing the
organization in the market that pose as a direct competitor,
chalk out the strategies to raise the share of the market and
to develop the strategies for the growth of the organization
when the organization is planning for the plan of expansion
and diversification.
Life cycle models
The life cycle model is among the important concepts of
system engineering (SE). A Lifecycle for a system basically
comprised of the series of stages directed and controlled by
the set of decisions of the management which confirm the
maturity regarding the system to abandon one stage and
enter another.
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Product portfolio analysis
Product Portfolio Analysis is utilized to help in the
development of the planning of the product. Product
Portfolio Analysis allows the business entity to spread its
part of uncertainty because as there is a decline in one
product the other may take its place (Hollensen, 2015). It is
used in planning the strategy of the product through
evaluating a portfolio which is already existing to decide that
which of the product should receive less or more amount of
investment and also by adding new products in the portfolio
or in to decide which of the product and the business should
be eliminated.
SWOT analysis
The information required to identify and recognize the most
promising alternative for the strategy of the business, which
is as follows:
 Strengths: Use the international and global
experience and brand name to achieve the economies of the
scale while accessing the market.
 Weaknesses: Addressing the inability to provide
patent and protect the product; discourage the local
competition by modifying the personality of the brand
entirely and line of the product for the market.
 Opportunities: Integrate and combining the
distribution with the channels of the market to produce the
relationship-concentrated retailers.
 Threats: Modifying and customizing the packaging
and offer integral storage to accommodate the restricted
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space.
Value chain analysis
Value chain analysis is a decision supporting and strategic
analytical tool which highlights the grounds where the
businesses can create the additional values for their clients
and customers. The supporting structure can also be applied
to identifying and recognizing the competitive benefits for
the businesses (Wheelen and Hunger, 2011). The Value
chain is a set of continuous activities that the organization of
the business performs in order to gain their foremost and the
primary objective of maximization of the profit.
Assessment Activity 2 – Develop a strategic report on Market Objectives
Task 1: Identify strategic direction
1.1 Confirm organization’s mission
a. The Mission of A & A Coffee is to become a leader in this particular segment of the industry
and provide reasonable and steady revenue for the owners of the place for the investment.
b. Purpose of A&A Coffee is to turn in the profits by the 1st month of the operations, maintain an
at least 67% gross margin and to become selected as the “Best Coffee Bar” by the guide of the
local area.
c. The Vision of A&A Coffee is to become the leading and topmost shops of branded coffee in
the region to general business, taking into account the mood of the client and the consumer
(Carter, et. al.).
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d. Values of A&A Coffee are comprised of best services to the customers, encouraging and
supporting each other to achieve the best in a fun, relaxed and safe environmental conditions.
1.2 Identify directions and targets
a. Directions: After setting up of objectives, there is a requirement of developing the strategies
to reach those objectives. Strategies of the marketing might comprise of the events like an open
house, partnering with the other business organizations to serve the coffee to the clients. Public
relations and advertising are the communication strategies which are quite typical.
b. Targets:
 Separate from the competition: A typical marketing and communication target is to
make the shop of the coffee stand out. The business offers a diverse range of value propositions
than the other competitors. Innovation in the products will always make the business out of the
stand and will also make the position of the business stiff and also differentiates the business
from the other competitors in the market (McDonald and Wilson, 2016).
 Maintain the loyalty of the customers: For the success of the coffee shop, it is not
mandatory that the business will acquire new customers every time. It is critical to Maintain and
manage a following which is loyal. Making of this depends on certainly on the quality of the
coffee itself. Offering the treats and the unexpected discounts can have the influence on the
clients far beyond the saving of the money (Mirvis, 2010).
1.3 Complete a situational analysis
SWOT Analysis
1. Strengths:
 Variety of products and services.
 Locality of coffees shop
 Customer loyalty
 Competitive advantage
 Security and convenience
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