Marketing Report: Happy Espresso on Queen - Marketing Plan Analysis

This report presents a marketing plan for a new cafe, Happy Espresso on Queen, acting as a marketing consultant. It begins with an introduction outlining the report's purpose, scope, and data sources. A situation analysis examines the macro-environment, including legal, social/cultural trends, and infrastructure. The report identifies and analyzes competitors, followed by the establishment of specific, measurable, achievable, realistic, and time-bound (SMART) marketing objectives. The target market is defined through segmentation (demographic, geographic, psychographic, and behavioral), and positioning strategies are discussed. The marketing mix (product, price, place, promotion, and physical evidence) is evaluated to determine the cafe's competitive advantage. The report concludes with references, providing a comprehensive analysis of the cafe's marketing strategy.

Running Head: MARKETING STRATEGY AND PLAN 1
Marketing Strategy and plan
Names
Institution

MARKETING STRATEGY AND PLAN 2
Contents
Introduction.................................................................................................................................................2
Situation analysis.........................................................................................................................................2
Competitors.................................................................................................................................................4
Marketing objective.....................................................................................................................................5
Target market, Strategy and Positioning.....................................................................................................5
Positioning...................................................................................................................................................6
Evaluation....................................................................................................................................................6
Product....................................................................................................................................................6
Price.........................................................................................................................................................7
Place........................................................................................................................................................7
Promotion................................................................................................................................................7
Physical evidence.....................................................................................................................................7
References...................................................................................................................................................9

MARKETING STRATEGY AND PLAN 3
Introduction
Marketing consultant is a skilled person who analysis a particular place to know what
motivates customers and help put strategies in place to enhance customer adaptation to the
product or services (Mary & Jane, 2011). A consultant in this case of opening a new café, I
should help the owners in selecting and promoting new products or assist with any other relevant
information for its success. One of the major roles of the consultant is to work within a client’s
budget to come up with marketing approaches and also assist owners in achieving desired sales
goals (Karel, 2011). The report, therefore, outlines factors that owners should consider when
opening of the new café.
Situation analysis
Happy espresso on queen is one of the largest coffee and food beverage providers in the
world. This café has attracted many customers both locally and internationally. One of the
environmental factors that influence business success is social class. These factors affect
business operation since it controls value system of the people. These factors include customers’
wealth and income, customs and cost structure. For example, peoples’ demand can affect the
kind of product managers should offer to people. These demands can be due to fashion, people’s
attitudes or cultural beliefs. According to Karel (2011), the code of conduct that should be
followed by a business is determined by socio-environment factors.
Another environmental factor that affects the situation of a business is surrounding
infrastructure (Wolfigang, 2014). In this plan, the management should ensure that the area is
developed and the area has favorable demographic characteristics to ensure the products keeps
moving. The place should also be accessible to people. The more developed the place the better
for business success. Before implementing any business policy, managers should understand the

MARKETING STRATEGY AND PLAN 4
business environment because it determines the success failure or success of their investment
(Daniela, 2012).
Marketing environment
Macro Environment Trends The implication for the
Business
Legal This is where the
government sets laws to
be followed by any
business which may
affect its operation. For
example, a government
can state that there
should be no
discrimination when
recruiting employees.
legal factors keep
fluctuating due to
introduction if new
government regimes
This has a negative
impact on the business
operations because
managers spend a lot of
time and money in
looking for ideal
candidates for their work
from different
backgrounds.
Social/Cultural These can be factors
like how people view
wealth and income or
cost structure and can
be brought about by
fashion or cultural
beliefs. In this area,
social and cultural
factors have not
indicated major
changes for some years
and therefore means
that they favor
investment in the
region.
These factors can lead
to high or low demand
of products and services
a business is offering.
Social and cultural are
important factors to look
at before starting a
business because they
determine its failure or
success
Competitors
Competitor 1
(cupcake Royale)
Competitor 2 Competitor 3

MARKETING STRATEGY AND PLAN 5
(O Q coffee
company)
(curator espresso
bar)
Target Market Local and
national brides
getting married
Coffee shop
lovers, speciality
whole bean
buyers, and
coffee drinkers.
Coffee lovers and
drinkers.
Product Wedding cakes Coffee roaster,
original coffee
Cold brew coffee
Price Ranges between
$6.00 to 20$
Ranges between
$ 1 to 10$
Ranges between
$2 and 10$
Position
(Location)
Located in a
populated area
with loyal
customers
Located in a
building where
most people hold
meetings after
office hours.
Located within
the CBD so it
attracts many
customers.
Promotions Uses posts and
formal education
to reach their
customers.
Do promotions on
their media sites
and also use
posters.
Uses media
platforms and
also formal
education
Attack / Avoid Avoid irrelevant
products which
may make them
lose customers
Avoids products
not friendly to the
users
Any irrelevant
information not
suitable for
business success
Marketing objective
According to Ronald (2015), marketing objectives should be specific, measurable,
achievable, realistic and time-bound. For this business to achieve high sales, one of the
objectives they should put in place is to increase its sales by a certain percentage after every year.
They can also decide to give discounts to customers who buy products in bulk. This can help in

MARKETING STRATEGY AND PLAN 6
attracting more customers and retaining them. They can also launch new products in order to
meet the ever-changing needs of the customers.
Target market, Strategy, and Positioning
Segmentation
Variable
Segmentation Details.
Demographic These are various characters that can be used to
determine product preferences and buying power of
customers. These may include age, gender, income,
and employment status. For this business, it is good to
target customers with similar demographics for huge
sales.
Geographic These variables give the characteristics of a place
apart from its location. This includes regions or
neighborhood of the customers. It helps in identifying
region, city size, and destinies.
Psychographic These are attributes related to people’s interest,
lifestyle, attitudes, and personality. For this company, it
is crucial to ensure the features of its products matches
the lifestyles of its targeted consumers.
Behavioral This is customer’s knowledge, attitude, and usage of a
particular product. Knowing customers behavior
towards a particular product can help in knowing
market segments.
Positioning
According to Sinee (2012), one of the ways a company should use to locate its product
and make it well known to users is by positioning them by attributes. This helps the customer to
make sound decisions concerning where to purchase products from (Rahul, 2018).To succeed in
conducting business in this region, this company should position itself as a premier organization

MARKETING STRATEGY AND PLAN 7
that is dedicated to ensuring consumers attain the value for their money through offering high
quality products. One of the advantages of using this kind of position is that consumers in this
region like attaining products and services from areas business which give them satisfaction and
also those that make them to feel their money has been well utilized through attaining high
quality products or services.
Evaluation
Product
About the product, after evaluating the social environment factors the market consultant
was able to know the preferred customers’ needs and what they like most. This information is
crucial because it can play a crucial role in helping the business to come up with strategies which
can lead to customer loyalty. The product should be of high quality to ensure the customer
attains full satisfaction
Price
The managers should charge fair prices to their products. The prices should not be
slightly low or high such that the affect them in profit making or increase customers spending.
This is because if the customer spending increase they can shift to another café with friendly
prices (Dusan, 2013. They should charge prices which are slightly low from that of the
competitors.
Place
The location of the business is friendly because it is situated near manufacturers who are
able to provide products on time. The region has many people who prefer taking meals in cafes

MARKETING STRATEGY AND PLAN 8
especially as one of the ways of killing the boredom of taking foods from their homes. The place
also have many travelers who take foods from cafes and therefore this means the region gives the
business an opportunity to grow.
Promotion
The management should organize campaign awareness of their product to explain to the
customers about the products that the business offers. According to (Wolfigang, 2014), social
media has been one of the effective promotional tool and therefore this business should use
various social media platforms such as Facebook to advertise its products. It should also make
use TVs and Radio because most of the people in this region attain information through these
platforms. These promotions are important because they help a business outdo its competitors
(Karel, 2011).
Physical evidence
The marketer should give tangible evidence to the consumers about the product because
most customers rely on those physical clues to evaluate a product before using it (Dusan, 2013).
This should include giving a physical prove that its products are of high quality and gives full
satisfaction as compared to those of competitors.
People
People, in this case people are important to this business because they greatly determine
the success of this investment. The marketer should talk to people about the products they intend
to provide and get to know their views about them. Through this the owners will be able to know
what the target customers like or dislike.

MARKETING STRATEGY AND PLAN 9
References
Daniela, l. (2012). Entrepreneurial Marketing: A New Approach for Challenging Times.
Management & Marketing, 7(1), 23-30

MARKETING STRATEGY AND PLAN 10
Dusan, P. (2013). Marketing and Marketing Communication in SMEs. European Research
Studies, 16(4), 54-65
Karel, H. (2011). Marketing Management and Marketing Controlling of SMEs. European
Research Studies, 14(4), 56-67
Mary, M & Jane, R. (2011). Marketing Occupational Therapy: Everybody's Business. British
Journal of Occupational Therapy, 74(8), 76-89
Rahul, G. (2018). Marketing – A Critical Text Book. South Asian Journal of Management,
25(1), 34-45
Ronald, B. (2015). Marketing Channel Integration -A Review of Current Debates. Advances in
Management, 8(5), 90-98
Sinee, S. (2012). Marketing Strategy of Imported Beers before Liquor Liberalization.
International Journal of Marketing Studies, 4(3), 54-57
Wolfigang, G. (2014). Marketing and the Common Good: Essays from Notre Dame on Societal
Impact. Journal of Markets & Morality, 17(1), 65-70