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This marketing plan comprises of: ●a situation analysis to identify market characteristics and key strengths and weaknesses of the business relating to meeting consumer demand ●a marketing strategy to identify marketing objectives, leverage strengths, target key segments effectively, and position CoffeeVille to achieve the company mission and vision ●a detailed budget of marketing expenditure for the year (totalling $60,000, representing a 67% increase on the previous year) ●a section on control of marketing activity, which includes milestones for achievement of marketing objectives and contingency planning. This third year of operations will be crucial to the achievement of the company’s vision. CoffeeVille will build on the success of the previous two years, continue to establish its brand and set the foundation for future expansion.
CoffeeVille Marketing Plan 3 2.0 Situation Analysis To achieve success, CoffeeVille will need to identify key market characteristics, trends and the situation of the business in order to satisfy market needs, leverage strengths and minimise risk. 2.1 Market Summary CoffeeVille possesses reliable information about the market and, through two full years of operations, has extensive knowledge of the common attributes of our customers. Information has been sourced through: ●Melbourne Chamber of Commerce reports ●market research purchased from private consultancy (Action Marketing) ●marketing research undertaken by CoffeeVille and Action Marketing on targeted consumer groups such as information collected at point-of-sale; through website traffic monitoring; social media monitoring; interviews; and surveys. CoffeeVille will use this information to better understand the market, its specific and evolving needs, and how market needs can be met. 2.1.1 Market Analysis The profile for a CoffeeVille customer consists of the following geographic, demographic, and behaviour factors: ●Overview CBD ○Large percentage of office workers (80% of daytime trade). ○Area population growing at 8% per year. ●Geographic ○Our immediate geographic target is the area of within 500 metres of the cafe. ○The total area population is estimated at 45,000. ●Demographics ○Male and female. ○Ages 20–60; this is the age-group that makes up 83% of the available daytime market. ○Full-time employment. ○An income over $50,000.
CoffeeVille Marketing Plan 4 ●Behaviour factors ○Eat out most times for lunch in a week. ○Tend to patronise fast service cafes. ○Enjoy a high quality meal. ○Value quality. ○Value ethical and sustainable practices. 2.1.2 Market Needs The cafe offers a quality of coffee unsurpassed by any competitors. The basic market need (of sit-down customers, businesses, and takeaway customers) is for high quality coffee, fresh, creative, attractive, pre-made delicacies and desserts. CoffeeVille uses local, home-made sauces, organic vegetables, and local (where possible) or imported meats and cheeses.