100%(8)8 out of 8 people found this document helpful
This preview shows page 1 - 3 out of 5 pages.
Assessment Task 1 - Implement marketing strategies and tacticsCoffeeVille is owned and managed by partners Emma and Rufus Belcastran. EmmaBelcastran will manage most marketing activities such as promotions and Rufus Belcastranwill manage market and marketing research and liaise with external consultancies whererequired due to their respective fields of expertise.Marketing Objectives:To position CoffeeVille as a provider of a superior coffee experience and supplier ofgourmet food in the CBD.Increase foot traffic from 250 to 300 customers per day.Increase brand recognition so that at least eight in ten people within area (500 metres)recognise their brand in surveys conducted by CoffeeVille and Action Marketing.Establish good will within their targeted market so that at least seven of ten peoplewithin area (500 metres) rate the company as socially and environmentallyresponsible.Financial Objectives: Generate at least $105,000 in sales per month.Minimum 10% increase in gross profit income each year.Reduce the overhead per store through disciplined growth.Decrease the cost of sales.All marketing activities are coordinated with company strategic directions to achievecompany mission, vision and values. CoffeeVille key strategic directions (from business plan)are:increase revenue through targeted marketing campaignscontrol direct and indirect operational costsmaintain superior product and service quality standardsestablish CoffeeVille brand as ethical and environmentally responsible companymaintain highly trained and motivated staff CoffeeVille marketing objectives and operational tactics coordinate with key strategicdirections.To position CoffeeVille as a provider of a superior coffee experience and supplier ofgourmet food in the CBD: Achieving this objective will help to increase revenue andestablish the CoffeeVille brand.
Increase foot traffic from 250 to 300 customers per day: Achieving this objective willhelp increase revenue.Increase brand recognition so that at least eight in ten people within area (500 metres)recognise their brand in surveys conducted by CoffeeVille and Action Marketing:Achieving this objective will help build the CoffeeVille brand, indirectly working toincrease revenue.