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opportunities and threats of a company affect all other organizations within an industry. These factors will be there even without your organization, they are present independently of you organization. The SWOT analysis for Ashley’s Café StrengthsWeaknessQuality and homemade dessertsOne location, less than competitors Quality coffee and tea beverages Higher price than competitorsFriendly environment Pricey products (affordability limitation)OpportunitiesThreatsExpand market in developing countriesCompetitors (brand/products) salesInvestment in research and developmentMarket SaturationIncreasing demand for homecare productsLower priced product competition/advertisingMarketing Objectives
A.White 10Ashley’s Café’s marketing objective is to capture customers by providing quality products in a friendly environment. Ashley’s Café will provide quality coffee, tea, and homemade desserts. Customer service will be a high priority which will help foster a friendly environment. Marketing StrategiesMarketing is much more than simply advertising a new product or business. Marketing strategies include four main activities. These main activities are product, distribution, promotion,and pricing. We also call these activities the marketing mix. Marketing MixThe Product VariableThe product variable of the marketing mix is the actual good, service, or idea that a company wants to provide to their target market. Ashley’s Café’s product is their cakes, pies, pastries, coffee, tea, and friendly atmosphere where consumers can enjoy their dessert and drink. The Distribution VariableDistribution is also known as the “place” variable. This is where the product will be available. Ashley’s Café will be a brick and mortar store located in the suburbs of New Albany, Indiana. Eventually, catering will be added if the demand is there. This will be possible with delivery drivers, delivering product to the customer. Inventory tracking and keeping adequate records of food cost and travel cost will be essential.
A.White 11The Promotion VariableThe promotion variable is the activity that is used to make consumers and the market aware about a new company or product. These activities not only increase the awareness of a company but gives details about what it will provide. This will be very important for Ashley’s Café because the company will be new and relatively unknown to its target market. The Café will have to be creative in drawing attention, and promotion activity should be done very often. The Price VariableThe price variable relates to the decision of pricing. Pricing is a very crucial part of the marketing mix. If the price is too high you run the risk of losing consumers. The marketing mix is controllable because they can be changed. It is up to the manager or marketer to make the best decision for the company. Ashley’s Café should find a price that works well to attract consumers,but also charge enough to cover their expenses.