Marketing Analysis and Strategies for Cafe Cappuccino Business

This report provides a comprehensive analysis of marketing principles and techniques applied to Cafe Cappuccino, a small family-run business in London, UK. It begins by defining marketing and its various activities, including market segmentation, and emphasizes the importance of marketing in driving sales and profitability. The report delves into market research, highlighting its aims and components like market size, growth rate, and profitability, and discusses both primary and secondary research methods. It then explores the application of the PESTEL framework and SWOT analysis for understanding the external and internal factors influencing the business. The report also covers e-marketing, social media strategies, and techniques for managing online brand image. Finally, it concludes with an interpretation of findings and a presentation outline, emphasizing the role of marketing in achieving business growth and customer satisfaction. The report suggests that Cafe Cappuccino should focus on advanced technologies and efficient resource utilization to enhance its market share and revenue.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Explain Marketing with various activities and market segmentation.........................................1
TASK 2............................................................................................................................................4
Aims of research and market analysis.........................................................................................4
TASK 3............................................................................................................................................5
Ways companies used to manage their online images................................................................5
TASK 4............................................................................................................................................6
Marketing analysis techniques for research................................................................................6
Interpretation of finding..............................................................................................................6
Presentation in front of marketing team......................................................................................6
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................8

INTRODUCTION
Marketing is an essential tool for every business organisation as it is the study of
environment and management of exchange relationship. Marketing is define as broad process in
which includes research, products designing and developing, promotional tools and customers
services. Marketing department play vital role in every business because they perform various
functions or activities to promote the particular products or services by considering principle,
tactics as well as strategies for achieving best possible outcomes in well manner (Batini, 2016).
This report is based on the cafe cappuccino which is small family business and operated in the
London, UK. This will define about how marketing functions or activities can improve the
market shares and sales for generating more profits in an efficient manner. This will conduct
market research for analysing customers demands or trends to develop the business.
TASK 1
Explain Marketing with various activities and market segmentation
Marketing is define as the set of process in which included various activities such as
identifying, anticipating and producing goods or services for meeting customers requirements
and generate profitability as well. In this consider various elements and procedures that
organisation use for creating, producing, communicating, delivering of goods or services to the
targeted audiences so that they can be satisfied in more effective manner. Therefore, it can be
said that marketing is best tool or concept for every business organisations that support in
increasing demands, analyse situations and identify competitors so that they can formulate
strategies and make better decisions to accomplish set targets and goals in an effective way
(Scannapieco, 2016). For the cafe cappuccino, there must be required to find best promotional
activities and marketing tools or techniques so that business can be developed through creating
marketing awareness and also consider several factors such as conducting research, use
marketing mix and customers retentions so that more audiences can be targeted and try to satisfy
them in an appropriate way as well.
Activities of marketings department
There are describing some important marketing activities that must be carried out in
every businesses for achieving set goals or targets in well manner. Therefore, cafe cappuccino
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can consider these for promoting their business and attracts number of customers towards
organisation in an effective manner. These are as followings:
 Strategy: This is most important aspects that beneficial for every organisation in attaining
set targets or goals within an organisation. It is she responsibility of the manager and
senior authority to make better plans or strategies for organisation about marketing tools
and techniques and consider these for performing various activities in more efficient
manner (Bishop, 2013). Cafe cappuccino can set market strategies by undertaking
concept of internet, increase size of firm, adopt new channel of distribution and many
more so that company can increase its market shares.
 Market research: this is another way to increase size or growth as many of firm try to
identify the actual market situations so that they undertake an appropriate study and
conducts such survey which support in finding target audiences, new market trends,
competitors through gathering various data or informations regarding these factors. It
support in producing effective goods and services for satisfying customers desired needs
or wants in well manner. Cafe cappuccino can use this for identifying customer's choice,
tastes and preferences so that they can be satisfied.
 Product development: This is an essential for increasing demands and create more
customers through development of particular goods or services in well manner (Fody,
2013). Marketing department focus on analysing demands and the product development
team consider these for manufacturing effective goods or services as per their
requirements.
 Communication: It is very necessary to select best tool as well as promotional methods
so that number of customers can be aware about the products or services. cafe cappuccino
can use small advertisements, print media, magazine, newspaper, prospectus, brochure
and many other tools for providing informations to the targeted audiences regarding
goods or services as well.
Marketing segmentation:
This is best method for formulating strategies and make action plan by considering
several criteria. Many of organisations divide the business as well as activities as per the
segmentation of customers. It support in reaching at potential customer in more efficient manner.
Cafe cappuccino also can consider this for target market.
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 Geography: On the basis of location area and regions, cafe cappuccino can establish as
they can make decisions regarding opening new branch or moving business from one
place to another so that they can approach at target audience. Demography: In this, company find the customer as per their income, age, gender,
religion and occupation so that they can target them in an efficient manner (Schoeff,
2013). Cafe cappuccino requires to formulate strategies as per the customers
requirements so they targeted them according to their age. Psycho-graphic: in this considers customers lifestyles, interests and opinion towards
particular goods or services so that company can provide them effective items for satisfy
their desired expectations. Cafe cappuccino also undertake customers tastes or
preferences for increasing sales volume.
 Behavioural: In this segmentation, organisation segments the market as per the
behaviours of customers by undertaking their choices, buying decisions making and other
aspects to provide better quality of goods to them.
Marketing mix:
It is define as the best tools or method which considers by the organisation while making
appropriate strategies and developing firm in an effective manner. This is the combinations of
4ps and 7ps so that better strategies can be formulated by the company. cafe cappuccino can
undertake this to increase market share and growth opportunities as well.
Products: in this defined as the item or material that produced and sell in the market. It
can be tangible and intangible as per the goods or services. cafe cappuccino requires to make
better products or coffees for consumer satisfaction as they can undertake its development
(Ehrlich, 2012). Therefore they are producing various types of coffee such as smooth & buttery
caramel, velvety & rich vanilla and luscious chocolaty mocha etc.
Price: in this consider pricing strategies that mus be effective and affordable so that
customers can reach, get and satisfy their needs or wants in easy ways.
Place: it is necessary to decide the best place for selling goods or services so cafe
cappuccino is providing best quality and variety of coffees at London to reach potential
customers.
Promotions: this is another element of marketing mix tool where best promotional
techniques or methods are adopted for creating marketing awareness and generate demands
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among customers. Cafe cappuccino can use print media, magazine and brochure for providing
appropriate informations to the targeted customers.
TASK 2
Aims of research and market analysis
There are various organisation who focus on market research for developing their
business functions or activities in well manner. It can be said that market research for identify the
current trends, situations, customers needs or demands, strong competitors and many other
factors for making better decisions regarding production procedures and provide effective goods
or services to the targeted audiences in well manner. Cafe cappuccino requires to consider this
aspects for increasing growth as well as marketing shares in better manner (Fanelli, 2012). There
are various components included in this such as: Market size: In this consider the overall size of the business and potential sales that are
made by organisation. They can enhance such growth through expanding business at
different locations or area. There are define some important sources such as government
data, trade association and financial data as well. Market growth rate: It generally concern with demands or market forecasting which
support in increasing growth size. Researcher generally forecast the future demands and
market growth through historical data. Cafe cappuccino can formulate better strategies
and make decisions through predictions so that a business can run.
 Market profitability: there are various opportunities available in the market for
enhancing growth and attain profitability in an effective manner.
Marketing research method
every firms wants to become world's largest company and get success while running
business operations in more effective manner. They requires to conduct market research and
analyse demands or needs of customers so that they can satisfy them (Gordon, 2012). There are
define various types of research such as:
Primary research: In this, researcher conduct survey and gather information for the first
time which is known as original and first hand data. This can be collected through various
sources such as interviews, observations, survey and questionnaire which support in gathering
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data direct from respondent. these are essentials for gathering more relevant data and authentic
informations that helps in business for making favourable decisions in an effective manner.
Secondary market research: In this defined the second sources which helps in gathering
more information as well as relevant data regarding organisation (Graber, 2016). It is best
method for collecting informations through internet, books and journals.
Market analysis tools and techniques
There are mentions some important tools or techniques for particular market analysis
such as:
PESTEL: Political factors: This can be consider as the major factor which can affects on the cafe
cappuccino such as taxation, political issues and government stability. Economical factors: In this consider various economical issues which have direct
impacts on the business functions including fluctuations, inflations or deflation. Cafes are
growing very fast and rapid so costs are also high on variety of coffees. Social: Consumers are health conscious in now a days so it is necessary to consider their
health related issue and provide better quality of foods or drinks by to satisfy them.
 Technology: there are various technologies launching that have major impacts on the
business operations so it is necessary to adopt the advance techniques for improving
activities as online ordering and free home delivery.
TASK 3
E-market product and services and various Methods E-marketing: It is best method for reaching at potential customers as cafe cappuccino
can use online platform for taking various orders and reach at targeted customers by
delivering them such products (Marshment, 2014).
 Social media: It is another effective technique for creating more awareness among
customers and reach at potential targets in well manner.
Ways companies used to manage their online images
There are various methods or ways to create and maintain brand image among
competitors or marketplace such as:
 Create an official websites
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 Use various ads and banners for creating awareness
 Social media platform to provide information
 Review of particular sites.
TASK 4
Marketing analysis techniques for research
In this defined various tools or techniques for the developing firms and reach at targeted
audiences so cafe cappuccino requires to use better promotional tools for communicating
particular effective marketing plans and strategies in well manner (Reynolds, 2013). SWOT and
PESTEL are more appropriate for analysing internal and external factors an d make better
strategies for getting success.
Interpretation of finding
As per the research report, it can be analysed that cafe cappuccino can improve its sales
volume and generate more income or revenues through effective marketing strategies. There are
number of strategies and tools or techniques defined which will be beneficial in increasing
market growth and shares. Therefore, cafe cappuccino should focus on advanced technologies
and utilise available resources in more efficient manner.
Presentation in front of marketing team
It is describing that marketing is best tool for promoting business and achieve best
outcomes in well manner (Stewart and Smith, 2014). Cafe cappuccino can use market-research
as conduct such survey for identifying customers needs or demands and try to satisfy their
desired expectations. This will support in achieving growth and develop sustainability in the
marketplace.
CONCLUSION
As per the above mentioned report, it can be concluded that marketing in each and every
organisation play vital and significant role for the development and progress of company in
global level. Company apply different tools and tactics with objective to maximise customer base
and gain competitive edge in certain period. Another, firm apply research approach namely
primary and secondary. These are useful for the enterprise to recognise needs and wants of
buyers about products and services of company. Marketing analysis tools are applied by the
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company with aim to gain competitive benefits. Thus, it is beneficial for organisation to expand
their business operations and activities internationally
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REFRENCES
Books and Journals
Batini, C. and Scannapieco, M., 2016. Data and information quality: dimensions, principles and
techniques. Springer.
Bishop, M .L., Fody, E. P. and Schoeff, L. E. eds., 2013. Clinical chemistry: principles,
techniques, and correlations. Lippincott Williams & Wilkins.
Ehrlich, E. and Fanelli, D., 2012. The financial services marketing handbook: Tactics and
techniques that produce results (Vol. 150). John Wiley & Sons.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Graber, L.W., and et. Al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Reynolds, G., 2013. Presentation zen design: Simple design principles and techniques to
enhance your presentations. New Riders.
Stewart, B. and Smith, A.C., 2014. Introduction to sport marketing. Routledge.
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