Marketing Plan and Strategies for Three Brother's Java Coffee Shop

This report presents a comprehensive marketing plan for Three Brother's Java, a cafe specializing in Nepali coffee. It begins with an executive summary outlining the cafe's mission to become a daily destination for locals, tourists, and coffee lovers, while also addressing the competitive market. The environmental analysis examines both micro and macro factors, including competition, economic forces, technology, and legal regulations. A SWOT analysis details the cafe's strengths (unique coffee, ambiance), weaknesses (limited experience, financial constraints), opportunities (demand for Nepali coffee), and threats (competition). Marketing objectives focus on brand awareness, sales growth, and customer preference. Strategies include customer awareness, customer base, and customer loyalty. The marketing mix covers product innovation, location, promotion (social media, advertising), and pricing. The plan aims to position the cafe as a premier destination for a niche market, emphasizing the unique Nepali coffee and inviting atmosphere. The report also highlights strategies for establishing customer relationships and building a loyal customer base.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary
Three Brother’s Java is a full service restaurant or a café specialized in serving Nepali
coffee from many decades. Founded in the year 2016, by four of the partners, this coffee shop
provides some of the unique services and spellbound atmospheres among all other local café bars
in the community. The coffee shop targets and is determined to become one of the renowned
places for a daily stop for the local community people, the tourist, the emigrants, the coffee
lovers and specially the couples of this generation who seeks some good atmosphere and
ambience to initiate some of their conversations. The café specializes in serving their special
dish, the Nepali coffee aroused with a beautiful aroma of the baked beans of the coffee from the
Nepal. Being a very small company with a limited number of staff members, the café has been
facing a lot of strong competitors in the recent years (Tereza Lista, 2018). The café is thus
concerned about the recommended strategies and aims towards the making of delicious coffees
for attracting new customers and establish an effective customer relationship management. The
assignment focuses on the aim to develop a marketing plan for the Three Brother’s Java, make
some of the different and varied ways regarding their promotion, design some of the
advertisements and implement the recommended strategies for the benefits or the success of the
café in the competitive market of food or coffee chain.
Environmental Analysis
The café, Three Brother’s Java is a small and a newly settled café and includes a very
limited amount of the full time staff members. Only two of the members of the café are
instrumental in leading out the strategies and the marketing plan. Situational analysis is the basic
and one of the most essential stages in the process of the marketing planning. The strategic fit of

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the café with its environmental is central to the strategy. The external environment of the café
includes both the micro and the macro environment.
A. The Marketing Environment
1. Competitive forces – There lies more than hundreds of coffee shops in the country of
Australia. Every other month or two, new and innovative range of coffee shops and the
expansion of the international coffee brands has been spread across the corners of the lane of the
country, thus increasing the challenge in the competitive market. The competition among the
coffee shop has been increasing on a gradual basis and in the current scenario the Three
Brother’s Java is facing major challenges to rise in the market.
2. Economic forces – Factors of the forces of the economic are concerned with the purchasing
power of the consumer, the spending patterns of the consumer and more. While developing the
marketing plan, it has furthermore been identified that due to the rising cost of the food and the
beverages together with the taxes in the fine dining and the luxury restaurants, most of the
customers in the economy will be looking for to save their money without compromising the
quality and the quantity of the food (Chitu, Manivel & Arun, 2016). On this instance, they will
be looking to save their cost and look for the café cum restaurants like the Three Brother’s Java
and gets benefited for having a fulsome meal and tasty beverage together with a Nepali coffee
for the appetizer as well.
3. Technology – Creation of the new technologies, products and the opportunities of the market
contributes to the technological factors of the restaurant or the café. Australia is a country where
changes and the new technologies are embraced in a rapid form. The technological updates and

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the innovation will thus automatically help the café to flourish in the hospitality market. The
technology in the country has a vital role in the development and the growth of the marketing
over the time and over the decade. According to the technological innovations and the strategies,
the introduction of the growth of the market would only be effective in case of the usage in an
effective tone.
4. Legal and regulatory forces – Political and the legal forces have to merge with the general
political and the legal environment in the operated country. In case of the country of Australia,
the country is through out characterized by the political stability and enrolled in the full
membership of the UN and the EU. The café, Three Brother’s Java follows all the work place
health and safety policies for its employees and the measures of the OSHA together with the
other governmental safety guidelines concerning with the customers visiting the café. According
to the notion of the members or the owners of the café, following the governmental regulations
and the regulatory measures will keep the customer satisfied and attracted together with the
creation of a good image of the eatery even after they leave the place.
SWOT Analysis
The situation analysis tends to generate a great amount of the information for the
planning of the effective marketing strategy (Van Valen et al., 2016). One of the most widely
used framework for the organizing and the utilization of the information analyzed and gained
form the situational analysis is the SWOT analysis.
In the current scenario, the SWOT analysis is basically the merging of the external
factors of the company with the own characteristics of the café, Three Brother’s Java that results
in the development and the assessment of the opportunities of the café in discussion.

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A. Strengths -
Some of the major strengths of the café, Three Brother’s Java includes its new and innovative
range of products, its specialty of the Nepali Coffee, the high quality of the food and the
beverages served in the café, the mesmerizing view from the lawn of the café, the atmosphere,
the ambience , the location and the interior decor of the café that attracts the couples, the tourist
and the coffee lover who likes to spend some lonely time without the special coffee and books
(Rashid, Cohen & Ghose, 2018). The café further more serves a large section of the home made
pastries and cookies together with the best services from the staff members of the café.
B. Weakness – One of the major weakness of the café is that it has the tendency to invest all of
the money to all it members and the staffs of the restaurant and maintain the premises of the
business with a high amount of investment even before any income or profit scale. Since the café
is involved with the selling of the unique or a rare types of coffee, it has been difficult for the
café to acquire the attention of the customers as most of the customers wonder the taste and the
price of the Nepali Coffee and whether it is worth trying. Furthermore the lack of experience in
the area has been a major hurdle for the organization since it is making it difficult for them to get
proper financing and investors for the business.
C. Opportunities – One of the major opportunities for the café, Three Brother’s Java is that the
product of the coffee beans that are generally been imported from the Nepal can get a high value
in the market of Australia. This can furthermore happen since Nepal is one of the well known
country for its unique flavor of coffee and its unique tastes of coffee (Bowie et al., 2016).
Besides this another opportunity can be the evaluation of the opportunities of the market,

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identification of the untapped targets and the audiences excluding the particular demographics
the other coffee cafes are following can be one of the keys towards the success of the café.
D. Threats – One of the major threats for the café is the rising number of the restaurants and the
coffee in the area. Apart from the competition from the other local and the national brands
selling coffee in their coffee shops, the Three Brother’s Java will get threatened and the business
will furthermore get threatened if any other Nepalese café gets opened and the coffee business of
the café, Three Brother’s Java gets challenged by their prices and their new ranges of the
products which can furthermore lead the business of the café go down (McKenzie, 2015).
Marketing Objectives –
 Development of the awareness of the brand of the Three Brother’s Java through a steady
increase of the customers and the profit margin
 Development of increase in the sales and the decreasing in the expenses of the marketing
 Introduction of new flavors for the customers on the basis of the seasonal fluctuations
 To become the most preferred place for the daily stop for locals, tourist, emigrants and
coffee lover (Chernev, 2018)
Marketing Strategies
The marketing strategies for the coffee shop obliges to more of the nuisance after the
nearby business. The single objectives are to position the café as the premier place for the
couples, the travelers and the coffee lovers to meet like the like-minded individuals. The

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marketing strategy will first create the awareness of the customers regarding the offered services,
the development of the customer base and the building of the customer referrals and the loyalty.
Introduction of the free Wi-Fi in the shop can be one of the strategic measures. Apart from these
the café needs to improve and work on its marketing and the promotion strategies
(McDONALD, 2016). Further establishment of the strategic relations with the customer and the
investors will furthermore help the business to grow and flourish in the market.
The Marketing Mix supports the industry of the company and analyses the position of the
company in the market. The mix basically identifies the main components of the marketing plan
of the firm. The café can use the marketing mix for the identification of the main components of
the marketing plan of the firm.
The Products – the product range of the Three Brother’s Java coffee shop will have to continue
towards the innovation of the product mix for the capturing of the market (Wymer & Polonsky,
2015). Apart from the special Nepali Coffee, the café specializes in some of the come made
pastries and cookies to offers to the customers on first come first serve basis.
The Place – This components explains the venues where the customers can access the product
range. Situated in the heart of the country of Australia, the Three Brother’s Java has a very
unique location with one of the best views from the balcony of the café together with an
enchanting interior and ambience to serve the customers visiting the café. Recently the firm
facilitates the online ordered of the customers for their specialized product range and their
preferred table bookings (Lee et al., 2015). This marketing mix enables the café to adapt towards
the changing times, the changing patterns of the technologies and the condition of the market.

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The promotion – One of the most important factor that the café needs to remember is that since
the café has opened in the market of Australia recently and thus it needs to promote its brand for
attracting the customers towards the café. Promotion by the means of the social media ads,
posters, the television, radio and the other innovative ways needs to be done to spread the
information to the community regarding its firm and the products. Some of the promotional mix
strategies that the firm can follow includes the following:
 The advertising
 The public relations (Hanssens & Pauwels, 2016)
 The sales promotions
The price and the pricing strategy - The café must adopt some of the basic and affordable
pricing strategy and give some of the best offers and deals for the customers so that they gets
attracted and visit the café more often. Due to the specialty of the Nepali Coffee, lot many people
have this tendency to think that the café may be over priced and thus prefers to visit the other
cafes nearby (Datta, Ailawadi & van Heerde, 2017). The Three Brother’s Java thus needs to
develop a good pricing strategy so that their sales figures and the selling cost are high while the
manufacturing and the product cost are comparatively low.
Marketing Implementation
Each and every policies of the café or the company are implemented through the decision
of the employees and the staffs for the attraction of the new customers for increasing the sales of
the café.

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Evaluation and Control
The progress of the business of the café chain can furthermore be evaluated by the total
sales and the revenue and the form the generated income. It can furthermore be controlled by the
setting of the goals, the performance measurements, the diagnosis of the performance and the
corrective actions (Hanssens et al., 2014). With successful implementation of the recommended
measures and the plans, the café targets to implement some of the elements of the campaigning
and the activities of the promotion together with the suggested metrics of the campaign elements.
The campaign elements The Metrics
The news media
The platform of the social media
The internet and the TV
Price Advertisement
Product placement
Number of the viewers of the articles
Number of people liking the café page and
interested to view the café
The number of people viewing when the
advertisement is aired and expressing the interest
Number of the subscribers
The number of the comments and the likes in the
social media networking sites

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Figure1; Source: (Fan, Lau & Zhao, 2015)
The figure above explains the entire process of the marketing plan that the café, Three Brother’s
Java needs to evaluate for the maximization of their profit margin, to achieve their marketing
objectives explained and noted above together with the effective implementation of the strategies
and the marketing mix.
Thus it can be concluded that the creation of the marketing plan for the Three Brother’s
Java café is essential so that the café can stand out among all other cafes in the region in this
competitive market of hospitality and café chains.

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