An Analysis of Marketing Opportunities and Strategies for CoffeeVille

This report provides a comprehensive analysis of marketing opportunities for CoffeeVille, a fictional coffee shop. It begins by outlining relevant Australian marketing laws and the importance of the Australian Marketing Institute's code of professional conduct. The report defines key marketing terms such as market penetration, market development, product development, and diversification. It then delves into the product life cycle, explaining its four phases and their marketing implications. The four components of the marketing mix (product, price, place, and promotion) are detailed, followed by a breakdown of the marketing process, including situational analysis, strategy development, mix decisions, and implementation. The report also explores statistical techniques for analyzing marketing opportunities, such as customer surveys and sales data analysis, along with methods for forecasting marketing growth and calculating return on investment. Task 2 presents potential marketing opportunities for CoffeeVille, including providing special discounts, social media marketing, and organizing events. The report concludes with a discussion of changes needed to capitalize on these opportunities. The report is a valuable resource for students studying marketing, providing real-world application of marketing principles and strategies.

IDENTIFY AND
EVALUATE MARKETING
OPPORTUNITIES

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Laws that are applied in Australia in Marketing industry.......................................................3
2. Importance of marketing that accept by Australian Marketing Institute code of professional
conduct........................................................................................................................................3
3. Describe one aspect of Code of professional conduct............................................................3
4. Define following.....................................................................................................................3
5. Four phases of product life cycle...........................................................................................4
6. Four components of marketing mix........................................................................................5
7. Four step of marketing process and also gives brief explanation of each step......................6
8 Describe four statistical techniques that can be used to analysis marketing opportunities......7
9. Method for forecasting Marketing growth rate.......................................................................7
10. Return on Investment............................................................................................................7
TASK 2............................................................................................................................................8
1. A list of
three potential marketing opportunities.....................................................................................8
2. Investigation on potential marketing opportunities for CoffeeVilla.......................................8
3. Introduction...........................................................................................................................11
TASK 3..........................................................................................................................................11
8 Describe four statistical techniques that can be used to analysis marketing opportunities. ..11
1. Changes that need to take for the current operation in order to take the advantage of the
opportunities..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
1. Laws that are applied in Australia in Marketing industry.
5 items of Australian rules a well as regulations given below
Consumer rights as well as product requirements, codes of practice, intellectual property,
Trademarks and patents, Environment, Privacy.
2. Importance of marketing that accept by Australian Marketing Institute code of professional
conduct.
Australian marketing institute code lays emphasis on public statement of principle as well as
behaviour and values that can be expected of each and every member. Accepting principles is
crucial as it assures high standards of people and corporate behaviours from all the members.
3. Describe one aspect of Code of professional conduct
A Member must act promptly and efficiently in the servicing of the client’s instructions which
means the staff of the cafe should attend the customers of CoffeeVilla as soon as possible.
According to the Code of professional conduct the staff can't delay in attending the
customers(Lidstone and MacLennan, 2017).
4. Define following
Market Penetration: It includes the successful selling of product as well as services in a
particular market. it is measure through that how much the products as well as services used by
the customers as compared to total estimated market for particular product as well as services. it
can also help to used in developing strategies to enhance the market share of product and
services.
Market Development: It is known as a growth strategy that recognizes as well as develops new
market segments of CoffeeVille coffee shop as well as current products. It is basically targeted
the new customers in new segments. It is used to convert non-users to user and enhancing usage
per user.
Product development: It includes the modification of a product which is existing in a market or
its presentation as well as formulation of a new product that can full fill the requirements with
customers and also market niche. It involves the creation of products of Coffee Ville coffee shop
with new as well as different characteristics that can offer the traditional benefits to the
customers.

Diversification: Diversification is known as the risk management strategy that can mixes with a
various variety of investment in a portfolio. The logic behind this strategy is a portfolio
constructed of multiple kinds of assets that will minimizes the risk that have considerably low
correlation to one another. Hence, the positive performance of some investments can neutralizes
the negative effects(Kerin and Hartley 2015).
5. Four phases of product life cycle.
Product life cycle.
Like people have life cycle, product also have life cycle
It can categorize into four stages such as Introduction, growth, maturity as well as decline. This
concept is basically used by marketing professions as well as by Management. As it consider a
factor that help to determine when it is suitable to enhance the advertising, reduces prize, expand
to new markets as well as redesigning packaging.
INTRODUCTION STAGE
This stage used to determine to built awareness as well as develop market. The impact on the
marketing are as follows.
Product-Here branding as well as quality level is established of CoffeeVille coffee shop
Pricing-it can be low penetration pricing to rapidly build market share as well as skim pricing to
recover development costs(Baker and Donthu, 2018).
Distribution- This is selective until and unless customers show acceptance within market.
Promotion-it is aimed at innovators as well as early adopters. It seeks to build the awareness as
well as educate promotion costumers regarding the product.
GROWTH STAGE
In this stage it gives preference to the build the brand as well as market share
Product- its quality can be maintained as well as additional features and support services that
can be added.
Pricing- At growth stage it is maintained because the CoffeeVille coffee shop enjoys the
increasing demand with very little competition(Andrews and Shimp,, 2017).
Distribution- These channels are added to increase the demand as well customer obtain the
product.
Promotion- it main aim at a wider audience.

MATURITY STAGE
At maturity stage, the competition may arise with the similar products here the growth of sales
diminishes, the primary goal at this point is to protect market share while maximizing profit.
Product- features of the product of CoffeeVille coffee shop may be increased to recognize the
product form from their competitors.
Pricing-it can be lowered because of new competition within the market.
Distribution- it may become the more intensive and hence incentives can be offered to boost
Preference over other competing products.
Promotion- it highlights the product differentiation(Armstrong and et.al., 2018).
DECLINE STAGE
When the sales decline of CoffeeVille coffee shop has various options.
It can maintain the coffee by adding it to the new feature or innovate it.
Harvest product- it can eliminate cost as well as continue to offer it.
Discontinue product-while here selling it to the another company that can be willing to continue
the product.
The phase of decline may be depended on the selected strategy. The product can be changed if it
is rejuvenated or becomes left unchanged if it can be harvested. The price of the product can be
maintained as if the product is harvested or minimizes(Babin and Zikmund, 2015).
6. Four components of marketing mix.
Marketing mix is known a coordinated combination of products, price, place as well as
promotion strategies.
The four components of marketing mix are the basic components but at the same time. it is
crucial for masking the extreme successful marketing plan.
The 4Ps are given below
Product- It refers to the tangible or non tangible items that full fill the needs as well as wants of
the customers. Tangible product such as goods while intangible products are services,
experiences or some ideas. Marketing of product includes branding, product lines and also
packaging as well as labelling. Here it also includes returns, guarantees, managing products,
warranties. For example- for example advances smartphones which has high camera pixels.
Price- This term is known as how much customer can pay for the product(Baker and Donthu,
2018). This is the only element in the marketing mix which includes the implications for revenue

as well as profit margins. The decisions of the marketing includes such as price, price setting,
price tactics. it also includes the customers as well as payment terms. For example- provide
discounts of new or innovative coffee taste, so that more customers can taste it and get the taste
of it, so that more customers can taste it and get the taste of it(Baker, 2016).
Place-Place refers to the place where the manufacturing as well as selling of the products is
happening. Location can also effect customer services and also that how rapidly the sellers can
responds to the orders as well as requests. For example convenient stores of CoffeeVille coffee
shop.
Promotion-This refers to get aware about the products. In other words it is known as the
marketing communication. it may embrace public relations, advertising, direct marketing, sales
promotion. It includes determine about the what promotional strategy is nest as well as message.
It also determines channel or media strategies as well as frequency. If the product is seasonal for
example cold drink beverages are more consumed in summers. So its promotional strategy
involves that are according to the season.
7. Four step of marketing process and also gives brief explanation of each step.
Marketing process includes the ways which can be helped to create the value for the
customers to satisfy the needs as well as requirements of the customers. It is known as the
endless series of actions as well as reaction among the customers and companies to create an
attempt to create the values as well as satisfy the needs of the customers. The following are the
four steps which are involved in the marketing process.
Situational Analysis
Here the CoffeeVille coffee shop analysis the situation for identifying the chances to
satisfy the unfulfilled customer needs and desires. It is done to identify the marketing options ,to
understand the company's new capabilities as well as capabilities the surroundings in which the
CoffeeVille coffee company is operating(Erragcha, 2018) .
Marketing Strategy
After recognizing the marketing options which are available to the market,a strategic plan
is developed to recognize the identified options. An analysis is done to choose the best
option ,for that a plan or a strategy is made.
Marketing Mix Decisions

It may include the decisions which are related to the product development, product
distribution, pricing as well as product promotion.
Implementation as well as control
Finally, the marketing plan CoffeeVille coffee shop. It is accomplished and the
consequences of marketing efforts are monitored to adjust the marketing mix as per according to
the market changes. This the final step, it transforms planned strategy into the actions as well as
product which is presented as according the process(Gillespie, 2015).
8 Describe four statistical techniques that can be used to analysis marketing opportunities.
The four techniques that can helps CoffeeVilla to analysis marketing opportunities are
Customer Survey: The Customer survey will help the CoffeeVilla cafe to identify the marketing
opportunity for their business. This will also help to select the best opportunity out of all other
marketing opportunities.
Test Marketing: Test marketing helps the company to test their product in the market and
identify the reaction of customer. This will helps the company to introduce new products in the
market place
Business Intelligence tools: These are those tools which helps the marketer to understand the
behaviours of the customers, This tools also helps the CoffeeVilla to set proper sales goals and
objectives.
Sales Data: This Statistical techniques is used by the firm to use previous sales data of the cafe
to predict the future sales of the CoffeeVilla. There are many methods in sales data analysis like
demand analysis, economic analysis and many more.
9. Method for forecasting Marketing growth rate.
Times Series Forecasting Techniques: Timer series techniques helps company to observe the
pattern of sales. This technique analysis the trends and use it to measure the growth rate in terms
of sales in the past and helps to predict the sales of the future(Gupta and et.al., 2016).
10. Return on Investment
Return on investment(ROI) is formula, which helps to measure the efficiency of the performance
the investment with comparison to other efficient performance of investments. The method to
calculate this is.
ROI = (Current value of investment – Cost of investment) / Cost of investment

TASK 2
1. A list of
three potential marketing opportunities
The three marketing opportunities for CoffeeVille are
 Providing special discounts
 Social Media marketing
 Organizing events on special occasions
2. Investigation on potential marketing opportunities for CoffeeVilla.
Providing special discounts: This marketing opportunity will help the CoffeeVille in achieving
their business goals and objectives like increasing their number of customers per day because the
customers can order the same food in lower prices, this will easily increase the traffic of the
customers by 250 to 300 customers per day(Iyer, 2016). The cafe's focus in on serving the best
quality of food to their customer, the good quality of food automatically increase the prices of
the products. By providing discounts to the consumer will help the firm to target people from
low income group. This Marketing opportunities will benefit the business in many ways. It will
easily boost the sales and the revenue generating of the business. It will increase the number of
customers in the market and it will also increase the awareness of the brand in the potential
market. This will enhance the sales as well as the market share of the CoffeeVille cafe but the
profitable per product will be decreased by a little margin because while providing discounts to
the customers the profit margin of the product is being decreased. The return on investment will
decrease after implementation of this marketing opportunity of providing discounts to the
customers(Kerin and Hartley 2015). For example the price range of the pastries and cakes are
between $4 to $7 after providing discounts the price range may fall up-to $3 to $6 this will slow
down the rate of return of investment. Many existing competition in the marketing are using
these marketing opportunities of providing discounts but in terms of quality of food CoffeeVille
leads the list. This will forces the potential competitors to come up with new marketing
opportunities for their business. This will also help the cafe CoffeeVille to gain competition
advantages with to factors high quality of food and discounted prices. If the economic changes
are having a negative influence on the market this can easily impact the marketing opportunities
of the business. The economic changes can create scarcity in raw material or can hike the prices
of the raw materials. This will increase the chances that the businesses will unavailable opt for

this marketing opportunities of providing discounts moreover condition like this can force the
businesses to hire their prices and decrease their profit margin to survive in the competitive
market. Technological factor have almost zero negative impact on this factor, even the change in
the machines and other technological items will help the cafe to increase their profit margin with
providing discounts to their customers(Kotler and et.al., 2017). There are no legal issues
associated with this providing discounts to the customers because providing discounts in the
choice of the business and government doesn't interfere in that. Decline in the economy is the
risk with this marketing opportunity of providing discounts. To overcome this risk the
CoffeeVille cafe can either provide discounted in particular time period of the day like between 9
am to 11 am or the firm can introduce combos in their menu in lower price.
Social Media marketing: The social media marketing can be done on various social media sites
and it also and with area range according to the need of the business. Social media marketing is
the marketing opportunity which will help the CoffeeVille cafe to achieve their objective of
increasing the brands awareness and recognition in the market. This will increase awareness in
the particular area and help the cafe to target more people from the surrounding area of the cafe.
The marketing opportunities will helps the cafe to target the people who are unaware about their
products and services(Kotler and et.al., 2015). There are various benefits of the social media
marketing such as social media marketing will increase the awareness of the brand in the
potential customers present in the market and it will also help the firm to boost their sales in very
effective manner. The effects of these social media marketing on the sales, profitability, growth
and market share are different. This marketing opportunity will enhance the sales, profitability as
well as the market share of the cafe but in case if the firm sales the products at the same prices
before social media marketing the profitability will decrease. The return of investment will be
high because these marketing opportunity is increasing the awareness of the brand in the nearby
area which will ultimately lead to increase in the sales of the food firm like the prices range of
the coffee was around $3 to $4 if it remains the same after doing the social media marketing it
will increase the cost of the product and decrease the profit margin on it(Kotler and et.al., 2018).
Almost every competitors in using these Marketing opportunity of social media marketing
because it is the most effectively way to reach maximum potential customers with minimum cost
moreover it is the most trending marketing opportunities for the businesses like cafes and
restaurants. The down fall in the economic condition can turn these marketing opportunity from

most effectively to least effectively because the decline in the economic condition can impact the
income of the people of the country. The CoffeeVille cafe target people with high or medium
income groups which can choice quantity over quality easily, if the income of the people are
decreased in will directly influence the purchasing power of the customers which will decrease
the sales of the cafe. Technological factors may affect the market opportunity like social media
marketing(Lidstone and MacLennan, 2017). If there is change in customer behaviors towards the
taste of social media or a new social media with more advance feature is gains popularity, it
increases the risk for firm as it is it promoting is business on other social media site. Legal factor
won't influence the marketing opportunities until the government of the country doesn't ban the
site. The risk related to thus factor are the government can ban sites and increase in popularity of
other social media website. The contingency plan to overcome these factor is the firm can do
marketing for short period like 1 – 2 months. CoffeeVille cafe can continue their marketing
activities if any of these factors doesn't arise(Miles and et.al., 2015).
Organizing events on special occasions: This marketing opportunities of organizing events on
special occasions like festivals, sports tournaments and many more, this will help the CoffeeVille
Cafe to achieve their business goals and objectives such as to position CoffeeVille as a provider
of a superior coffee experience and supplier high quality of food enhance their brand awareness
and market-share in the market(Pride and Ferrell, 2016). This is the safest market opportunity
among all three. These will help the firm to target people of the country and the tourist easily on
various occasions. This will increase the market share of the cafe, boost the sales of the business
on various occasion furthermore this will also help the cafe to create and good and unique image
in the market. The effects of organizing events on special occasion will be positive, profitability,
sales, growth as well as the market share of the CoffeeVilla will increase because in these the
firm have to pay a little amount for extra decoration but the firm can also charge higher price
then their existing price in these types of events moreover it can also help the firm to successful
introduce new products in their menu. The return of investment will be high and quick because
Australian culture have various festivals, and they have lot of interests in sports like cricket and
football. Organizing events in cafe in occasions like these will helps the CoffeeVilla cafe to earn
extra profit then their standard profit per products. Non of these competitors are depended on
these marketing opportunity of organizing of events. This will helps the company create a
separate image from other cafes(Robson and et.al., 2016) . The economic conditions can impact

this marketing opportunity in both the ways, if the economic conditions of the country decline it
will have a negative impact whereas if the economic conditions is stable and increasing it will
increase the purchasing power of the people of the country. This will helps the CoffeeVilla cafe
to increase their prices to provide better quality of food and services to their customers.
Technological changes will not affect this market opportunity in a negative manner moreover it
can help the firm to provide better services to their customers. The risk associated with this
marketing opportunities of organisation of events are people may not attend each and every
event. The contingency plan which can help the company to overcome this factor is the company
should organize events on big occasions like world cups, ashes, big festivals and many others.
(Wedel and Kannan, 2016)
3. Introduction
CoffeeVilla is a cafe located in Collins St Melbourne. The firm is providing their food and
services since 2009. The cafe is opened from Monday to Friday between 7 am to 5 pm.
CoffeeVilla cafe is run by the Siblings Rufus and Emma Belcastran. Both siblings are trained
and worked in hospitality sector for many years. The CoffeeVilla is famous for serving health
and high quality of food and drinks. The products in the menu are sandwiches, salads, roll,
coffees, teas, smoothies and many more the cafe also have vegetarian options in their menu. The
Cafe follow flat organizational structure. There are only waiters and Chefs other than the
Siblings.
TASK 3
8 Describe four statistical techniques that can be used to analysis marketing opportunities.
Marketing forecasting helps to CoffeeVille coffee shop. To make its products as well as services
better. Companies like CoffeeVille coffee shop done forecasting methods.
1. Changes that need to take for the current operation in order to take the advantage of the
opportunities.
From the above operation such as providing especial discounts, social media marketing as well
organizing events on special discounts it should be recommended from given below
Social media- create captivating social media as they decide that what uniqueness perspective
their coffee shop that will present on social media. The basic theme should be recommended that

utilizing the social media to sell something which is beyond the coffee however, it is a social
media whose presence makes the coffee shop more important outlet for its customers to interact
more within the coffee shop. It should also be recommended that do not create Facebook page
where nothing can be posted as social media must be more consistent to create the interest as
well as follower, so by lack if content speaks as loudly as cafe does not have nay online presence
, it may be indicated that the coffee shop is closed or its has the lacks of atmosphere or
disorganized. Therefore, social media presence can be more fun as well as reflect the vision of
the coffee shop.
Especial discounts-The most successful coffee business has followed one of the famous ways to
enhance the business through its flavoured syrups. It should be recommended that the customers
who buy food menu item will offer a drink item at a discount level. It is easy for the coffee shop
like CoffeeVille to sell its lattes as well as espresso, a combo is a great way to enhance the
people to spend more. This combination can be simple such as coffee as well as muffin or a tea
as well as pastry. Here the combos can encourage the customers to visitor again and again
also,the sales in the menu will be increase.
Half priced refills- it is one of the best way to say thank you to the customers who spend more
money per visits in your coffee shop. It is highly recommendable as it offers one time deal.
CoffeeVille coffee shops can attract their customers by advertising shop half price's refills within
the platform to reach the new customers. There is one more important recommendation to the
coffer shop is that reward the biggest fan of the coffee shop as the customers whose share social
media post ,forwards emails as well as make marketing far more effective. Managers of the
coffee shop can arrange the special discount which is available only through particular social
media site or a platform.
Organizing events on special occasions -it is highly recommendable that the monthly as well as
seasons specials provide creative flavour combinations of drinks as it will encourage customers
to try something new as well as distinct. As each holiday is a special occasion is a special event.
For example raspberry inspired drinks are special served to the Christmas occasion or each
holiday is a chance for customer to celebrate with the coffee shop.