Marketing Plan for Café Sydney: Analysis, Strategy, and Projections

This report presents a comprehensive marketing plan for Café Sydney, analyzing its external environment, target customers (middle to high-income Australians and visitors), and unique selling proposition (premium coffee and food for 17 years). It details the pricing and positioning strategy, distribution plans (in-store and potential e-commerce), customer offers, marketing materials, and promotional strategies using social media and food bloggers. The plan covers conversion strategies, joint ventures (potential partnerships with e-commerce platforms), referral programs, and strategies to increase transaction prices through advertising. It also addresses customer retention through loyalty programs and newsletters, culminating in financial projections based on past investment returns. The plan aims to establish Café Sydney as a well-known brand in Australia.

Running head: MARKETING PLAN FOR RESTAURANT BUSINESS
MARKETING PLAN FOR RESTAURANT BUSINESS
Name of student:
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1MARKETING PLAN FOR RESTAURANT BUSINESS
Task 1
Executive summary
This paper presents a market research proposal based on the market review and opportunity
identification that involved the analysis of the external environment of Café Sydney and the
further opportunities and limitations of Café Sydney. This paper aims to understand the target
customers, USP of Café Sydney, pricing and positioning strategy of Café Sydney, distribution
plan, retention strategy, strategy for transaction prices, joint ventures and partnerships,
conversion strategy, promotion strategy nd marketing materials among others. This would enable
to understand the method I need to adopt in order to make Café Sydney a known name in
Australia.

2MARKETING PLAN FOR RESTAURANT BUSINESS
Table of Contents
Target customers..............................................................................................................................3
Unique selling proposition...............................................................................................................4
Pricing & Positioning strategy.........................................................................................................4
Distribution plan..............................................................................................................................4
Your offers.......................................................................................................................................5
Marketing materials.........................................................................................................................5
Promotions strategy.........................................................................................................................5
Conversions strategy........................................................................................................................6
Joint ventures & partnerships..........................................................................................................6
Referral strategy...............................................................................................................................6
Strategy for increasing transaction prices........................................................................................6
Retention strategy............................................................................................................................7
Financial projections........................................................................................................................7

3MARKETING PLAN FOR RESTAURANT BUSINESS
Target customers
Our target customers will be Australians and visitors from other countries belonging to
middle-income and higher-income group.

4MARKETING PLAN FOR RESTAURANT BUSINESS
Unique selling proposition
The hallmark of Café Sydney is that it has been in the cafeteria business for a period of
17 years in the food and the beverage industry and provides premium quality coffee and
delicious finger food to the wide range of middle-income to high-income group customers at an
affordable price. The café is reputed for providing the best coffee in the town and some of the
popular items are latte, mocha and frappe.
Pricing & Positioning strategy
Sydney Café aims to cater to the medium-high income group. Therefore, our products are
reasonable priced but at the same time we have products that are high-end. This is done with the
intention of capturing the medium to large clientele size. We have small sized frappe that is
priced at 5 AUD and then there is premium range of frappe that is priced at 9 AUD. We plan to
provide class-of-the-art services to our clients and therefore, we would keep our service tax high.
Distribution plan
Since Sydney Café is one-one-of-its kind, we would expect pour customers to come to
our restaurant and purchase and directly from us. In future, we are planning to sell some our
iconic products and merchandize on special occasions through website. We also have plans to
collaborate with e-commerce giants E-bay and Amazon to ensure that our products are available
to our customers.

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Your offers
Our café is committed towards providing premium quality service to the customers. This
includes complimentary offers, happy hours, birthday party celebrations, customized coffee
options and free birthday cakes to our customers in case they celebrate their birthday with us. We
make generous use of the social media and send information to our customers via sms, mms and
greetings on occasions. We keep our customers informed about various offers that are there from
time to time. We also wish our customers on holidays and inform them about special menu or
discount coupons. We deploy food bloggers to reach out to our customers about the various
offers that we have from time to time.
Marketing materials
The marketing materials that will be used by Café Sydney is brochure, business cards,
catalogs and spreading information through the website.
Promotions strategy
Café Sydney will tie up with social media channels like Facebook and Instagram to
promote its products. We will collaborate with food bloggers and Youtubers to promote our
product

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Conversions strategy
In this segment, it would be important to turn the prospective clients into loyal customers.
For this we will show the record of previously satisfied customers to our new clients. We will
also improve the sales script. This will boost the sale and conversions.
Joint ventures & partnerships
Currently, we are not planning to have partnership with any other organization. But in the
future, we aim to tie up with Amazon and E-bay to reach out to a wider customer base following
the legislative and regulatory guidelines
Referral strategy
To strengthen our customer base and proliferate the number of customers, we are
planning to offer reward programs, discount codes and complimentary offers to the customers
who refer to us each time.
Strategy for increasing transaction prices
Transaction price refers to the price that the customers pay during the purchase of the
products that can determine the success of Café Sydney. We need to invest a substantial amount
on transaction and increase our revenue and secure the profits. Advertising through local
newspapers would be another strategy in this regard.

7MARKETING PLAN FOR RESTAURANT BUSINESS
Retention strategy
The retention strategy of Café Sydney would be customer loyalty program and provision
of newsletters that would inform the customers about the latest addition in the menu and the
celebrity clients who have visited us. This would enable in retaining the customer.
Financial projections
In the past three years our investment has been 100, 000 million AUD. The annual rate of
return of our investment is 6250 million AUD.