Comprehensive Marketing Strategy & Plan for a Brisbane Coffee Shop

This report presents a marketing strategy and plan for launching a new coffee shop in Brisbane, Australia. It begins with an executive summary highlighting the use of descriptive statistics and existing literature to assess the viability of the venture. The analysis includes demographic data from the 2016 Census by the Australian Bureau of Statistics (ABS) to identify the target market, focusing on age, family composition, income, occupation, and location. The report identifies adults aged 35-59 as the primary target due to their employment status and purchasing power. It also emphasizes the importance of location near conference facilities to attract professionals. The marketing strategies discussed involve investing in an attractive storefront, digitalizing loyalty programs, encouraging word-of-mouth marketing, establishing a strong social media presence, and community outreach. The conclusion suggests that starting a new coffee shop in Brisbane is viable given the employed population and the potential for attracting customers through targeted marketing efforts.

Marketing Strategy and Plan 1
MARKETING STRATEGY AND PLAN
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Marketing Strategy and Plan 2
Executive Summary
The paper aimed at using descriptive statistics and existing literature to examine the viability
of starting a new coffee shop in Brisbane. The first part of the study involved an introduction
in which background information was presented on the preference of coffee and the objective
of the paper. The body section involves two main sections that is the descriptive analysis in
which the potential customers data was analyzed based on averages of the data from 2016
Census by ABS. The second part of the study entailed in depth discussion of the potential
marketing strategies intended to be used for the new shop. The results showed that its viable
to start a new coffee shop in Brisbane since a large population are employed and with the
potential of visiting a coffee shop.

Marketing Strategy and Plan 3
Table of Contents
Executive Summary...............................................................................................................................2
Table of Contents..................................................................................................................................3
Introduction...........................................................................................................................................4
Analysis and Strategies..........................................................................................................................4
Descriptive Statistics on The Demographic Data..............................................................................5
Target Age Range..........................................................................................................................5
Family Composition and Income...................................................................................................5
Occupation and Location Strategy................................................................................................7
Marketing Strategy............................................................................................................................9
Investing in Attractive Storefront...................................................................................................9
Digitalizing the shops loyalty program.......................................................................................10
Encouraging word-of-mouth marketing.......................................................................................10
Establish a strong social media presence....................................................................................10
Use of community outreach forums.............................................................................................11
Conclusion...........................................................................................................................................11
References...........................................................................................................................................11

Marketing Strategy and Plan 4
Marketing Strategy and Plan
Introduction
Coffee is one of the most preferred refreshing drinks consumed by people during
breaks or while relaxing at meetings and seminars. People consuming coffee intend to extend
their concentration span through stimulation of the central nervous system. Moreover,
consuming coffee has the potential of increasing the power of memory and thought, make the
body resist fatigue for a long time, increase alertness, and make an individual more
passionate. This effect originates from the caffeine compounds in coffee (Carlström and
Larsson 2018). In the preparation stages of operating a business, the entrepreneur should have
a sound understanding of the ins and outs of marketing. In this case, the potential business
under analysis is a coffee shop located in Brisbane Australian. The shop continues to be in
growth mode if customers are put at the forefront of the shops strategic policies and norm
(Noe, Hollenbeck, Gerhart and Writ 2017).
The strength of a business lies with the number of repeat and referral customers they
have, this is crucial in food industry (Mandhachitara and Allapach 2017). In this regard, the
report aims at using descriptive statistics to profile potential customers for a new coffee shop
in Brisbane. Despite the knowledge that fifty percent of the startups dies off in less than a
year in Australia, the descriptive statistic should provide an insight that can be used to target
the correct market and meet the market needs (Mair, 2017). The descriptive statistic will use
demographic data such as age, income, labor force status, industry of employment, and
occupation. The main idea is to target the market segment with high number of potential
consumers.

Marketing Strategy and Plan 5
Analysis and Strategies
In this section the available data obtained from 2016 Census of Population and
Housing by Australian Bureau of Statistics (ABS) is used to decide on the target market and
marketing strategies for the new coffee shop.
Descriptive Statistics on The Demographic Data
Target Age Range
Law require that only adults be allowed into coffee shops therefore, the target market
should be consumers of age 18 years and above. With this knowledge we can use descriptive
statistics to find the age group living in Australia with high number of individuals. Table 1
shows the descriptive statistics for the age groups for both males and females.
Table 1: Age Distribution
Age (Years) Category Males Females
20-34 Youths 201,726 206,423
35-49 Adults 198,860 210,181
50-59 Senior adults 114,552 117,477
The number of potential consumers that belong to each of the three categories of
adults is almost equal therefore, population size will not make the best tool for deciding on
the age group to target. In order to make this decision ABS unemployment insight is used.
According to Australian Bureau of Statistics the unemployment rate in youth is increasing
every year therefore, the purchasing power of youths is relatively lower compared to the
adults that are of the age between 35 – 59 years. Further, people with age of 60 years and
above are not likely to travel into towns or be actively involved in activity which will require
them to take coffee therefore they are not included in the analysis. Therefore, the target
market for the new coffee shop will be adults aged 35 – 59 years. The advertisements and

Marketing Strategy and Plan 6
most of the activities will be done with the aim of attracting majority of the people in this
range of age.
Family Composition and Income
The composition of the family is a key factor in determining potential regular
customers and once in a while customer for a coffee shop. The table 2 shows the average
number of families in Brisbane between 2011 to 2016 based on the income of the female
parent for couples.
Table 2: Average Number of families with Income of parents
Family Type Income of Parents Families Percentage
Female income is higher than male
income 31870 17.43
Couple family with no
children:
Female income is same as male
income 65094 36.20
Female income is lower than male
income 83807 46.33
Female income is higher than male
income 3789 14.67
Couple family with children
under 15 years and
dependent students Female income is same as male
income 4679 18.37
Female income is lower than male
income 17177 67.03
Couple family with children
under 15 years and no
dependent students
Female income is higher than male
income 18602 13.87
Female income is same as male
income 19892 15.07
Female income is lower than male
income 94251 71.07
Couple family with no
children under 15 years and
dependent students
Female income is higher than male
income 4776 16.23
Female income is same as male
income 5945 20.77
Female income is lower than male
income 18268 63.03
Couple family with no
children under 15 years and
no dependent students
Female income is higher than male
income 5859 15.40
Female income is same as male
income 11603 30.97

Marketing Strategy and Plan 7
Female income is lower than male
income 20162 53.60
The current economic times and changing norms concerning women in workplace
successfully attempts to equalize the number of women engaged in business and formal
employment. However, the trend for who goes home early still persist among married
couples. Then, the averages provide an insight on the percentage of families in which male
partners have a higher income than female partners. For couples with no children only
17.43% of the families are made up of male partners earning less than the female
counterparts. The trend follows for couple families with children under the age of 15 years
and dependent students in which 14.67% of the families, male partners have less income than
female partners. This data show that there is actually a potential market for coffee in
Brisbane. Majority of the male couples would prefer to grab a cup of coffee before going
back home after work or while meeting friends in the evening to keep them active. However,
this does not rule out the female counterparts in Brisbane.
Occupation and Location Strategy
The other important factor to consider is that people have the ability to make coffee at
their homes but certain occupations does not make such attempts possible. In this regard,
table 3 shows the average population of people in Brisbane according to their occupation.
Table 3: Average Number of People Employed by Occupation
Occupation Males Females
Managers 73183 42422
Professionals 101025 116568
Technicians and Trades Workers 114665 19965
Community and Personal Service Workers 29920 67890
Clerical and Administrative Workers 37953 118896
Sales Workers 37972 57620
Machinery Operators and Drivers 57169 6592
Laboure’s 61720 34214
Inadequately described/Not stated 9966 6961

Marketing Strategy and Plan 8
The table shows that people with undefined occupation are least while technician and trades
workers form the largest population. To make sense of table 3 figure 1 and 2 are drawn to
show percentages.
9%25
%
4%
14%
25%
12
%
1%7%
1%
Figure 1: Females and Their Occupations
Managers Professionals
Technicians and Trades Workers Community and Personal Service
Workers
Clerical and Administrative
Workers
Sales Workers
Machinery Operators and Drivers Labourers
Inadequately described/Not stated
People who in most occasions have meetings and attend seminars are managers,
professionals, sales workers, clerical and administrative workers. It is apparent that the new
coffee shop main customers will be these group of people. According to figure 1, 71% (sum)
are females who fit the criteria of the expected customers for the coffee shop. Similarly,
figure 2 shows that 47% (sum) are males who fit the criteria of the potential customers.
14
%
19%
22%
6
%
7
%
7
%
11
%
12
%
2%
Figure 2: Males and Their Occupations
Managers Professionals
Technicians and Trades Workers Community and Personal
Service Workers
Clerical and Administrative
Workers
Sales Workers
Machinery Operators and
Drivers
Labourers
Inadequately described/Not
stated

Marketing Strategy and Plan 9
The location of the coffee shop should be close to a known conference facility in this
way the shop can have the advantage of attracting the professionals who are likely to attend
meetings.
Marketing Strategy
The descriptive statistics in the previous subsection have provided an is insight on the
type o f customer to expect in the new coffee shop. The next step now involves coming up
with actual strategies that will ensure that these potential customers actually consume coffee
in the new shop. In the current market state dominated by multi-million-dollar commercial
advertisements, it is a challenge for a small independent new coffee shop to entice new
customers. Therefore, some of the feasible strategies with the potential of attracting
customers to the shops include investing in an attractive storefront, digitalizing the shops
loyal program, supporting word of mouth marketing, establishing strong social media
presence, and the use of community outreach. These strategies are less costly and might cost
less than fifty dollars.
Investing in Attractive Storefront
The most manageable and easiest way of attracting new customers is by ensuring that
the coffee shop looks attractive to people passing in the location of the shop. In a marketing
analysis Handground asked regular coffee buyers about the most recent time they discovered
a new coffee shop and how they found out about it (Mclntyre 2016). To his surprise, majority
of the people responded that a coffee shop caught their attention when the were across the
physical store location while around the shop. The process of making a coffee shopfront more
appealing is through:
Installing signage - Regardless of the developing trend of sign-free storefronts, they
have the potential of serving as vital instrument for coffee shops interested in increasing their
potential customer base. Signage does not only involve hanging letters above your front door.

Marketing Strategy and Plan 10
With appropriately-placed, low-cost signage, the new coffee shop will be able to easily direct
a substantial amount of traffic to the coffee shop.
Introduction of free samples – This method will depend on the number of people
passing by the shop on a daily basis. If there will be a large foot traffic outside the shop, then
potential customers will be slowed down by offering free samples to a chosen few. This way
they will be introduced them to the shop (Yu 2019). Further, local business owners will be
approached for partnerships to become a part of the shop.
Focusing on the visual appeal - Creativity and original graphics will be used in the
painting of the shop in order to stand out amidst other coffee shops in Brisbane. This will be
done by introducing a layer of new paint or an A-frame sign installation on the sidewalk.
Digitalizing the shops loyalty program
Majority of establishments invest in loyalty programs using either plastic point-of-sale
cards or paper cards, which are easy and cost-effective to implement. Currently, the most
common barrier to customers signing up for a loyalty card is the extensive paperwork and
lengthy form filling (New 2016). Therefore, the new coffee shop loyalty program will be
obtained on an on a digital platform.
Encouraging word-of-mouth marketing
The word of mouth marketing strategy will depend on the ability to offer free or
discounted referral drinks, reaching local food bloggers, and paying attention to customers
feedbacks (Kudeshia, Sikdar and Mittal 2016). Most influential food bloggers and brand
advocates in Brisbane will be offered an incentive to spread the news concerning the shop.
The customers feedbacks will be attended to case by case to give the customers a feeling of
connection with the shop.

Marketing Strategy and Plan 11
Establish a strong social media presence
The social media presences will be ensured through having real conversations with
customers and genuinely attempting to help them ‘humanizes’ the brand and the people
behind the making of the coffee (New 2016). This will be done prior to opening of the shop
and it will be a continuous process through the life of the shop. At least two post will be made
on a daily basis to keep the content fresh and new.
Use of community outreach forums
This can be done through working collectively with local coffee shops to support a
neighborhood coffee culture (Yu 2019). Considerations will be given to soft opening of the
new coffee shop before the grand opening to get to know the people behind the coffee shops
in Brisbane and forge meaningful relationships with them.
Conclusion
The population of female working in management, professionals, sales, clerical and
administrative places is greater than that of males in Brisbane. This implies that the targeted
market of professionals who were initially assumed to be males might change the kind of
customers expected in the shop. Further, based on descriptive statistic, among couples’ males
have a higher income an indication that the shop will be able to benefit from the addictive
nature of coffee on males in Brisbane. The marketing strategies that will be used in attracting
the potential customers to the shop include making a highly attractive shopfront, investing
time in social media platform, use of influential food bloggers in the region. The other
approaches include digitalizing the loyalty program of the shop, taking advantage of and
community outreach programs.

Marketing Strategy and Plan 12
References
Carlström, M. and Larsson, S.C., 2018. Coffee consumption and reduced risk of developing
type 2 diabetes: a systematic review with meta-analysis. Nutrition reviews, 76(6),
pp.395-417.
Kudeshia, C., Sikdar, P. and Mittal, A., 2016. Spreading love through fan page liking: A
perspective on small scale entrepreneurs. Computers in Human Behavior, 54, pp.257-
270.
Mair, M., 2017. Startup failure rate up by 42% in Australia. [online] International Business
Times AU. Available at: https://www.ibtimes.com.au/startup-failure-rate-42-australia-
1553531 [Accessed 4 Jun. 2019].
Mandhachitara, R. and Allapach, S., 2017. Small business performance in Thailand: key
success factors. Journal of Research in Marketing and Entrepreneurship, 19(2),
pp.161-181.
McIntyre, C., 2016. Front of House Design and Marketing Effects: Town and City
Streetscapes and Meaning in Exterior Retail Brand Experience. In Multi-Channel
Marketing, Branding and Retail Design: New Challenges and Opportunities (pp. 101-
133). Emerald Group Publishing Limited.
New, M.S., 2016. The Future of Social Media and Web Platforms Social Media Marketing,
Social Media Analysis Anna Bezhani. Future.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.
Yu, B., 2019. Research on Transnational Marketing Risk Management of Retail Enterprises
Based on Customer Value.