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SITUATION ANALYSISThe situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:●Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysis●Summary of the key issues that have emerged●Where possible use qualitative and quantitative data to support your analysis●Use images, charts and graphs to illustrate your findingsSWOT ANALYSIS / PESTLE ANALYSIS:SWOT:Strengths:Excellent staff, highly skilled at coffee making and food preparation. BSBMKG510 Plan e-marketing communications Assessment 1 MarketingV2, Last updated on 16/05/2019
BSBMKG510 Plan e-marketing communicationsGreat location. High customer loyalty. Coffee and food offerings that exceed competitors’ offerings in quality and speed.WeaknessesA limited marketing budget to develop brand awareness. Limited space and capacity to serve more customers. High cost of sales associated with choice to provide fair trade and organic food and coffeeOpportunitiesStrong market potential. Expansion and franchising. Extension of business hours. Corporate catering.ThreatsCompetition from local cafes and food service providers. Uncertainty of worldwide coffee supplies. Potential shifts in population when buildings or streets are redeveloped.PESTEconomic From a consumer and marketing perspective, the Coffee Shop represents a low cost and low risk means to achieve a touch of luxury in uncertain economic times. Consumers may refrain from buying big-ticket items (TVs, cars, etc.) but may pamper themselves with fine coffees and food to compensate.Political Relevant legislation may include:Health and safetyFood safetybanking implications following IR laws Possible packaging and labelling laws Increasingly stringent environmental laws Traineeships and fundingSocial Consumers are increasingly aware of working conditions in other countries and increasingly want to contribute to better social and economic outcomes globally. Consumers are also concerned about the environment. The Coffee Shop will endeavour to promote itself as environmentally and socially responsible and conduct business operations accordingly. In this way, the company will offer value to the consumer and position itself as a leader in social and environmental responsibility. Technological Internet, information, and social networking technologies continue to evolve and provide new challenges and opportunities for marketing. The company will continue with its effective use of its website and social networking to reach its target markets.BSBMKG510 Plan e-marketing communications Assessment 1 MarketingV2, Last updated on 16/05/2019
BSBMKG510 Plan e-marketing communicationsE-MARKETING SCHEDULEYour e-Marketing schedule should include a timeline or Gantt chart to explain the activities of your plan to be completed within a specific timeframe (e.g. 10 weeks). Put a X sign in the specific grid(s) that relates to your activity.