Strategic Marketing Plan for Maria Coffee Australia: Business Analysis

This report provides a comprehensive marketing plan for Maria Coffee Australia, a Sydney-based coffee company. The analysis includes an organizational overview, detailing the company's single outlet in the Central Business District. The report identifies the core products and services, including hot and cold beverages, and emphasizes the importance of quality products and innovation. The primary target market is identified as young adults aged 18-45 and office workers, with secondary targets including newly married couples and older demographics. The competitive landscape, including major competitors like McDonald's and Starbucks, is evaluated. The report includes a SWOT analysis and outlines marketing objectives focused on building a strong brand and customer experience. The marketing mix, including product, price, place, and promotion strategies (Maria card, gift cards, and philanthropic means), is discussed. The report also addresses the company's code of ethics, including social media marketing and environmental sustainability practices. Finally, the timeline, expenditure, and references are included.

MARKETING PLAN FOR MARIA AUSTRALIA

Organisational overview
Maria Coffee is a Sydney
based coffee company.
The company is considered
to be a part of small and
medium business
enterprises (SMEs).
Maria has started its
business in Australia in
July 2010 in Central
Business District in
Sydney.

Organisational overview
 Today, Maria Australia has
only one outlet in the
Central Business district of
Sydney.
 The Head Office of Maria
Coffee is associate with the
Sydney outlet.
 Besides making the good
coffee, Maria Coffee is also
popular for its diverse
workforce across the world.

PRODUCTS AND SERVICES
 The core products of Maria
Australia are hot and cold
beverages, the tangible
product is tea or coffee and
the augmented product is
the tangible good.
 Besides this, personalised
friendly service with
evolution of product
portfolio introduces new
products in form of alcohol.

PRODUCTS AND SERVICES
 The objective of the
products and services
in Maria Australia is to
provide quality
products with a touch
of innovation.
 In this regards, the
coffee shop is highly
depended upon its
innovative food items
and tries to prepare
unique products.

PRIMARY AND SECONDARY
TARGET
Primary
 Customers from 18 to 45
years old are the primary
target of Maria Australia.
 Youngsters and their
companions are friends
are considered to be the
main consumers of the
company.

Primary target
• Besides this, in the
business districts office
workers are identified
as the primary target
consumers of
Starbucks.
• Adventurous and
people who are looking
for new and unique
things are welcomed in
Maria Australia

Primary and secondary target
Secondary
• The newly married couples are
always considered to be a potential
customer of Maria Australia.
• To attract customers who want to
visit the shop along with their
family, Maria Australia has started
to put concern over it.
• For the old people Maria Australia
creates an ambience suitable for
them.

 There are approximately 6500
independent coffee shops and
restaurants are existed in
Australia generating an amount
of $4 billion annually (Patwa et
al., 2016).
 The cafeteria and restaurant
industry in Australia is very
famous and as a result of that
it creates a high range of
competitiveness in the industry
(O'Hara et al., 2013).
Major Competitors

 Macdonald and Starbucks
are considered to be the
primary competitors of
Maria Australia (Patwa et
al., 2016).
 In fact, Gloria Jean’s
capitalises the Australian
coffee market with 300
cafeteria alone in
Australia.
Major Competitors

SWOT analysis
Strength Opportunity Product diversification Powerful brand image Good relationship with the suppliers Quality of products Customer loyalty Good working environment Strong financial back up (Bull et al. 2016). Putting more focus on the internal business strategy. Technological advancement. Expansion of retail business. Expanding the international market. Continued domestic market segments.
Weakness Threats Lack of internal orientation Cross functional management High pricing characteristic The Company is primary depend upon its beverages innovation. High competitiveness in the existing Australian Coffee market. Saturated Australian Coffee market (Brian, 2015). Volatile coffee price in Australian market Reluctance in aggressive marketing.

Marketing objectives
To establish a strong
Coffee experience that will
attract people to come to
Maria Coffee again.
To influence the customers
with the values and
commitments of Maria
Australia instead of
expanding the business
indiscriminately (Brian,
2015).

MARKETING OBJECTIVES
 To set up a brand value
that is unique and
effective in the long
run.
 To identify the
loopholes of the
marketing strategy
that will affect the
environment and
ambience of the Maria
Australia.

 Product- The Maria Coffee Australia
products are of 30 varieties with eco-
friendly Cappuccino, coffee makers
and other beverages and food items.
Besides this, introducing new
products in form of Tazo Tea Lattes
and Tazo Tea Infusions fosters
freshness in the company’s menu
items (Khan, 2014).
 Price- Maria Coffee Australia as the
other Maria Coffee outlets is primarily
based on high pricing strategy. For an
instance, the company has a
breakfast pairings with the amount of
minimum $3.95. Moreover, there are
brewed coffees that are estimated $3
to $8.
Marketing mix

Marketing mix
 Place- Place is considered to the best marketing
strategy of the Maria Coffee Australia. Due to its
strategic location in the Central Business District
of Sydney the cafeteria receives different types
of customers. Besides this, the coffee shop chain
also establishes their outlets in the densely
populated areas with more neighbourhoods who
are identified as the local customers of Maria
Coffee Australia (Harrington, Ottenbacher &
Fauser, 2017).
 Promotion- There is a number of promotional
strategies the Maria Coffee Australia has
depended upon. Among these, the first
promotional tool is referred as the Maria card. It
enables the customer to get offer and
opportunities through a referral system (Wu & Li,
2018). Besides this, there are also gift cards that
are not only support the brand loyalty of Maria
Coffee Australia but also provides impetus for
corporate sales. Furthermore, philanthropic means
are also played a significant role as a promotional
mechanism for the marketing plan of Maria
Australia.

Code of ethics
 Social media is referred
as an effective marketing
strategy in order to
create a business ethics
for the Maria Coffee
Australia. .
 For environmental
sustainability the Maria
Australia uses disposable
cups and 100% recycling
facilities inside the store.

Code of ethics
Helping the suppliers in
terms of the farmers and
raw material providers will
be beneficial for the
company to maintain an
environmental sustainability
(Higdon, 2016).
In this regards, helping the
local community serves the
long-term social
sustainability of the
company

TIMELINE

Expenditure

Reference
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years (Doctoral dissertation, Walden University).
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