Scooters Coffee Marketing Plan: Analysis, Strategy, and Implementation

This report presents a detailed marketing plan for Scooters Coffee, a prominent coffee company. It begins with an introduction outlining the report's objectives and scope, followed by an environmental analysis that includes internal and external factors. The internal analysis examines the company's value chain, core competencies, capabilities, and resources. The external analysis utilizes PESTEL and SWOT frameworks to assess political, economic, social, technological, ecological, and legal factors, as well as strengths, weaknesses, opportunities, and threats. The report establishes specific, measurable, achievable, reliable, and time-bound (SMART) marketing goals and outlines a comprehensive marketing strategy, including target audience identification and the marketing mix (product, price, distribution, and communication). An implementation plan, tactical marketing activities, and evaluation and control mechanisms are also provided. The report concludes by summarizing the key findings and recommendations for Scooters Coffee's marketing efforts. The report also uses figure 1 to segment Scooters Coffee's target market.

Running Head: Marketing and Strategy 1
Marketing Plan of Scooters Coffee

Marketing and Strategy 2
Contents
Introduction......................................................................................................................................3
Environment analysis.......................................................................................................................3
Internal analysis...........................................................................................................................3
Value chain analysis.................................................................................................................3
External analysis..........................................................................................................................4
PESTEL analysis......................................................................................................................4
SWOT analysis.........................................................................................................................5
Marketing goals...............................................................................................................................6
Marketing Strategy..........................................................................................................................7
Target audience............................................................................................................................9
Marketing mix.................................................................................................................................9
Product.........................................................................................................................................9
Price.............................................................................................................................................9
Distribution..................................................................................................................................9
Communication..........................................................................................................................10
Implementation plan......................................................................................................................10
Tactical marketing activities......................................................................................................10
Evaluation and control...............................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
List of figures
Figure 1: Segmentation of Scooters Coffee.....................................................................................8

Marketing and Strategy 3
Introduction
This report is the marketing plan of an organization named Scooters Coffee. This report
provides effective marketing strategies and tactics to target more customers in the market.
Scooters Coffee is the famous coffee producing company in the beverage market. Customers
always enjoy the high quality services of coffee provided by the company. By this way, company
is increasing its business area and sales of coffee in the market. This report provides an effective
marketing plan for the company Scooters Coffee. The report provides effective marketing
strategies to attract the customers in USA market for the quality coffee and beverages products.
Report focuses on the environmental analysis in which the company is operating. Along with
this, report also identifies the target market, marketing objectives, marketing strategies including
marketing mix, and budget implementation plan for successful business operations (Scooters,
2017).
Environment analysis
Internal analysis
Value chain analysis
Core competencies-
There are value chain activities performed by Scooters Coffee in its business operations.
Those activities high quality beans raw material and supply chain activities in the business
operations. Further, company uses healthy ingredients in the drink beverages. Company has
effective environment including healthy coffee and drinks, clean and friendly environment.
Along with this, company has fast services and quality products at the affordable rates
(Armstrong, Adam, Denize and Kotler, 2014).
Capabilities-
Scooters Coffee focuses on adding value in the coffee products so that more and more
customers. This would be effective for the company to compete with the competitors in the
market. Company will provide super experience to the customers with the quality products. So,
Scooters Coffee is known as for speediness (Kotler et al, 2012).

Marketing and Strategy 4
Resources-
The company has high quality raw material and coffee beans to prepare the coffee and
other drinks for the customers. The company uses natural products and ingredients as compared
to other competitors.
External analysis
PESTEL analysis
Political-
It is important for Scooters coffee to rely on the organic products while preparing coffee
as there are different rules for the food ingredients in various countries. Further, Scooters coffee
is willing to follow various sourcing strategies. Company focuses on the fair trade practices in
the market. Along with this, laws and regulations of every country impact on the business of
Scooters coffee as company buys raw materials from other countries. There are some regulatory
factors also that impact the business of Scooters coffee (Lynn, David, Wang & Mehlum, 2011).
Economic-
Sometimes, the economic recession at the global level can be key economic factor for
Scooters coffee. The economic factors impact the profitability of Scooters coffee in the operating
market. Due to economic recession, customers can shift towards the cheaper option which can
decrease the profitability of the company. There are some other factors like local economic
environment, taxation level in the various market and exchange rates of currency which must
impact the business of Scooters coffee.
Social-
Scooters coffee is famous for high quality coffee among the customers. The company
provides cheaper products with the without compromising with the quality. This is the key social
factor by which Scooters coffee has to deal in the market. In current time, customers are focused
on ‘green’ and ‘ethical chic’. Along with this, they are also concerned about the environmental
and social costs of the brand.
Technological-

Marketing and Strategy 5
Scooters coffee has good position in the beverage industry due to the quality products and
use of technology. The company is providing app based discounted coupons to the customers so
that customers can order the coffee by the online media tools. Along with this, in the outlets
company is providing Wi-Fi facility to the customers. By this facility, consumers are able to use
the web and can do their work with enjoying coffee. This is an additional value for Scooters
coffee. The company is also providing facility for the mobile payments to the customers
(Cravens & Piercy, 2013).
Ecological-
There are various business practices used by Scooters coffee which are focused towards
environment. Company has to deal with the issues while holding the trust of the customers.
There are some environmental factors which impact the business of Scooters coffee. Those
factors include various environmental tragedies in the countries, rules and regulations while
producing coffee beans, threats of global warming and many other ecological concerns at the
global level (Cadogan, 2012).
Legal-
Scooters coffee ensures that laws and regulations must not be affected by the company in
the market from where the company buys the raw material. The introduction of caffeine
production and policies and regulations related to consumption are focused by Scooters Coffee in
the various countries. There are some strict customs and licensing regulations which affect the
business of Scooters Coffee (Roger, 2013).
SWOT analysis
Strength-
The strength of Scooters coffee is its mission, values, business practices, competitive
strategy, marketing message which is the open of door of the success in the company. Further,
cop any has strong brand name among the customers. Along with this, employees are the key
strengths of the company as they are focused on the innovation of the new products. All the
discussed points are the key strengths of Scooters coffee (De Mooij, 2013).
Weakness-

Marketing and Strategy 6
Despite of having strengths, there are some weaknesses of Scooters coffee. The main
weakness of Chipotle is its supply chain management of the company. Because of standard of
quality of food products, numbers of suppliers in the company are low as compared to other
competitors in the food industry. So, the company is facing the shortage of supply in its
operations. Large component of value proposition and the brand is the key factor of the success
but there is the lack of control between the suppliers. That is the reason, the company has to face
problem in building brand quality among the customers.
Opportunity-
In the beverage industry, Scooters Coffee can get opportunity to expand the business in
more global markets. Company can expand the business in many different countries. Along with
this, Scooters Coffee has limited outlets in the countries so, opening more outlets can be the best
opportunity for Scooters Coffee. Scooters Coffee can provide better menu along with coffee
which can be better opportunity for the company. By this, Scooters Coffee can be able to
increase sales of the coffee products (Cadogan, 2012).
Threats-
In case of Scooters Coffee, there are some threats which can be faced by the company in
the operating market. There is the strong competition in the beverage industry which main treats
for the company. To differentiate the products, company uses price premium based strategy.
There are strong competitions in the market like Starbucks which has similar products. Further,
change in the labor cost, wages and commodity prices also impact the business of Scooters
Coffee.
Marketing goals
In current time, there is the trend of digital marketing. Customers are available on the
social media marketing and it is important to enhance the brand value among the customers in
the operating market. Scooters Coffee wants to improve the customer base and footfall in its
outlets. The marketing objective for Scooters Coffee is described based on the SMART
objective:
Specific-

Marketing and Strategy 7
The objective of Scooters Coffee is to enhance the customers’ base to promote the coffee
products and other drinks on its outlets. The objective of the company is to improve the brand
image of the company by improving the awareness of coffee products with the high quality
services.
Measurable-
The impact of the marketing plan or overall objective will be measured by the behavior
or responses of the customers.
Achievable-
Scooters Coffee will focus on the social media marketing like Twitter and FaceBook.
There are number of customers who are active on the social media. So they will tweet on the
Twitter page of the company to understand about the innovation and new products of Scooters
Coffee. So, key objective of Scooters Coffee is to improve the sales and enhance the brand image
among the customers (Alam, 2014).
Reliable-
The objective of company will be effective and helpful for the company for the future
perspectives. This will also increase the sales of the coffee products in the operating market.
Time bound-
The overall marketing objective will be achieved till the end of the year of 2018.
Marketing Strategy
The marketing strategy and segmentation includes the market of the customers for
Scooters Coffee based on various criteria’s. By segmenting overall market, Scooters Coffee is
able to define its primary target market effectively.

Marketing and Strategy 8
Figure 1: Segmentation of Scooters Coffee
(Source: Baines, Fill & Page, 2011)
Based on the above described segmentation, primary target market for Scooters Coffee are
young people who are fond for coffee. In case of Scooters Coffee, the involvement of customers
depends upon various factors. Scooters Coffee is the brand which focuses on targeting the
customers based on their needs. By the described strategies, Scooters Coffee will be able to
attract the customers effectively (Hooley, Piercy & Nicoulaud, 2012).
 The sight of different types of coffee and relevant information i.e. country of origin,
strengths and characteristics which make the customers empowered to choose the
Scooters Coffee,
 The facility of the coffee such as preparation of coffee along with the services for the
customers in Scooters Coffee,
 Atmosphere of the outlets to tell other people about the varieties and choices for the
coffee which they desire,
 Ambience of outlets like wall hangings, fireplaces, chairs, tables, point of purchases and
various experiences to satisfy them. All the discussed things are effective to empower the
customers to engage with the Scooters Coffee and make them to look forward to come
back in the outlets.

Marketing and Strategy 9
 At last, continuous innovations i.e. new sales items, new flavors, and new supporting
elements are important to enhance high level of involvement of the customers for
Scooters Coffee (Bose, 2012).
Target audience
Scooters Coffee will focus on the young customers, active families and college students
as they want to try new flavors. In the target market, customers can be both male as well as
female with the age of 18 to 35. It is observed that Scooters Coffee keeps the prices high of the
drinks and coffee products as compared to its competitors. So, target customers will be high
income level and high class society.
Marketing mix
Product
In terms of product strategy of Scooters Coffee, the offerings should be such that it would
offer expresso coffee including wide range of coffee products like cold coffee, hot coffee,
various flavors including chocolaty, fruit, sweet etc. along with this, company can also provide
variants in the coffee such as brood coffee, cappuccino, expresso and other drinks to attract the
customers. Company would attach premium class label to effectively target the customers and
gain high market share. The product strategy of Scooters Coffee would satisfy the needs of the
customers in proper manner.
Price
In case of pricing strategy of the products, Scooters Coffee will keep the prices high. The
price of the products for Scooters Coffee will be quite high as compared to the competitors. The
reason of high prices is the inflation. On the other hand, in the new country, company will adopt
penetration strategy to attract the customers. Company adopts cost based price strategy by keep
the products different from the competitors (Baines, Fill & Page, 2011).
Distribution
Place can be described as the activities of the company to make the product available for
the customers. If the products are not available for the customers properly, there is no use of
attractive pricing, high quality products, and the promotional activities for the products. For the
distribution of the coffee products, company will use online media platforms and social

Marketing and Strategy 10
networking tools such as FaceBook, Twitter, Google Plus, YouTube, Email and SEO to attract
the customers. Along with this, stores and outlets will also be used to provide the products to the
customers (O'Guinn, Allen & Semenik, 2011).
Communication
Scooters Coffee will use social media tools to communicate with the customers in the
operating market. So, based on the marketing goals and objectives, Scooters Coffee will focus on
communicating with the customers. For this manner, Email marketing will be used to
communicate with the potential customers. By the email marketing, effective message will be
sent directly to the target customers to enhance the brand awareness. Further, effective tweets,
advertisements and posts will also be used to grasp the attention of the customers towards coffee
products (Luttrell, 2016).
Implementation plan
In the implementation plan of Scooters Coffee, the company will adopt some marketing
tactics like implementation of marketing tactics to improve the brand image and attract the
customers. The communication and action plan of the company would be useful for Scooters
Coffee to attain the marketing goals and objectives. In the marketing mix services, company
would focus on providing excellent quality of coffee based on the preferences of the customers.
Further, company would focus would charge little high prices for the quality coffee and this
would be effective for the business expansion. In the advertisements, Scooters Coffee will use
logo of the company so that many of the customers can see it (Gupta, Sahi & Chahal, 2013).
Tactical marketing activities
Specific Tactical
activities
Responsible
department
Required budget Completion date
Product Production
departments
$40,000 01/02/2018
Pricing Pricing and sales
department
$25,000 01/03/2018
Distribution Marketing department $50,000 01/08/2018
Communication marketing and
customer service
department
$60,000 31/12/2018

Marketing and Strategy 11
Evaluation and control
For the success of the marketing plan of Scooters Coffee, tight evaluation and controls
will be imposed to monitor the marketing actions by the marketing mangers. By gathering the
feedback the customers with the help of two-way communication, managers will be able to
analyze the satisfaction level of the customers. The marketing team of Scooters Coffee will
always keep an eye on the progress of marketing tactics based on the monthly sales of the
products. Along with this, company will analyze the trends, culture and storage point to enhance
the brand personality for the future. Company will take ideas from the customers to do
innovation in the products to stay competitive in the market. This marketing plan will be helpful
for Scooters Coffee to operate at the global level and focus on the short as well as long term
objectives (Dibb, Simkin Pride & Ferrell, 2012).
Conclusion
This report is the marketing plan of a famous company Scooters Coffee. This report
provides a brief analysis of the marketing objectives and strategies to make the company
successful in the operating market. Based on the above discussion, it is observed that to sustain
the competitive advantage in the market, Scooters Coffee will adopt some innovative strategies
for future operations. There can be some threats for the Scooters Coffee such as stricter customs
and trade regulations in various countries, consumer preferences, changing work patterns, and
changing family patterns in countries. But the company will focus on the preferences of the
customers and will provide quality coffee to relax them. Tight management and controls will
also be implemented to analyze the progress of the marketing tactics and plan in the operating
market.

Marketing and Strategy 12
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towards Effective Value Chain Management: International Journal of Marketing Studies.
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Sage Publications
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Hampshire: Cenage Learning EMEA
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Lynn, David J, C.R.E., Wang, T., & Mehlum, C. (2011). Investing in emerging markets: China,
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O'Guinn, T., Allen, C., & Semenik, R., (2011). Advertising and Integrated Brand Promotion.
Ohio: Cengage Learning
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