The paper "The Marketing Plan of Zelda’ s Espresso" is an outstanding example of a marketing case study. This research project evaluation pertains to the marketing plan of Zelda’ s Espresso. Zelda’ s Espresso is projected to be a leading pre-made focaccia cafe located in Clayfield and catering to the growing market need for fast tasty food. The analysis will focus on four key areas. First is the market research of the organisation. The second aspect that will be evaluated is the proposed marketing strategy of the organisation. The third issue that will be analysed is the gaps that can be identified in relation to the marketing strategy of Zelda’ s Espresso.
Based on the gaps identified, the fourth area of the evaluation will propose and discuss ways to overcome the gaps. Finally, other ideas that can be useful to Zelda’ s Espresso’ s marketing plan will be suggested, including a discussion on how the organization can use the ideas to achieve its desired objectives. The market research The market research that was carried out in regard to Zelda’ s Espresso is quite detailed since it contains a situational analysis that covers a wide array of areas such as market summary, SWOT analysis, analysis of the competition, service offering, keys to success, and critical issues relating to the organisation. The strength of the situational analysis aspect of Zelda’ s Espresso’ s marketing plan is based on the view that the marketing plan brings into perspective and understanding of the organisation in question as a well as the market in which the organisation is operating.
More importantly, the situational analysis is relevant because it has addressed the characteristics of consumers in the market that is targeted by Zelda’ s Espresso.
This point is supported by in literature by authors such as Valenzuela (2014, p. 6), who argues that the initial step of a marketing process involves getting to understand the market and consumers that are being targeted. According to the same author, having an understanding of the market and consumers is achieved by performing a current situation analysis. Further, it is argued that a situation analysis entails having an understanding of the market dynamics of the environment in which a company operates (Valenzuela 2014, p. 6).
This encompasses a detailed examination of the characteristics of consumers, current and future patterns and trends, as well as the economic forces that have an impact on the market’ s behaviour. Good situation analysis can also be regarded as one that addresses the internal environment of the organisation, the customer or consumer environment, and the general environment that exists outside of the organisation (Ferrell & Hartline 2014, p. 53). Looking Zelda’ s Espresso’ s marketing research information, the market summary indicates that the company “ possesses good information about the market and knows a great deal about the common attributes” of its most important and loyal customers.
This is based on the fact that the company has been in operation for almost three years, which has enabled it to better understand its market and in particular its key customers. For instance, the company knows the geographic and behavioural segments of the population in Clayfield, meaning that it understands the specific market segments that it should target. As well, Zelda’ s Espresso has information about market growth and how the market for its products will be over the next few years.
The organisation also understands its service offering and issues that are critical to its success. Additionally, having carried out a SWOT analysis, Zelda’ s Espresso understands its strengths and weaknesses as well as the opportunities that exist and the threats to be dealt with. The information about the SWOT analysis provides an overall picture of the brand (Carr & Newell 2014, p. 35), in this case, Zelda’ s Espresso and its main product. Through this information, the company is able to determine how to capitalise on its strengths, address its weaknesses, take advantage of the opportunities that exist, and deal with threats (Carr & Newell 2014, p.
35). Combined, the aforementioned points show that Zelda’ s Espresso has a good understanding of its internal environment and customer environment.
Berry, T & Wilson, D 2004, On target: the book on marketing plans, Palo Alto Software Inc, Eugene, OR.
Botten, N 2009, Enterprise strategy, CIMA Publishing, Oxford.
Carr, MG & Newell, LH 2014, Guide to fashion entrepreneurship: the plan, the product, the process, Bloomsbury, New York.
Davidson, H & Keegan, WJ 2011, Offensive marketing: a guide to gaining competitive advantage, Routledge, New York.
Ferrell, OC & Hartline, MD 2014, Marketing strategy, text and cases, 6th edn, South-Western, Mason, OH.
Kaleikini, M 2009, ‘Why is it important to define a target market for your business?’, Entrepreneur, 30 November, viewed 05 August 2016,
Khanka, SS 1999, Entrepreneurial development, S. Chand & Company Ltd. New Delhi.
Kumar, SR 2008, Conceptual issues in consumer behaviour the Indian context, Dorling Kindersley (India) Pvt. Ltd., New Delhi.
Lamb, CW, Hair, Jr., JF & McDaniel, C 2012, Essentials of marketing, 7th edn, South-Western Cengage Learning, Mason, OH.
Lamb, CW, Hair, Jr., JF & McDaniel, C 2015, Principles of marketing, 8th edn, South-Western Cengage Learning, Mason, OH.
Sekhar, GVS 2010, Business policy and strategic management, I. K. International Publishing House Pvt Ltd, New Delhi.
Sudhakar, GP 2013, Integrated retail marketing communication, PHI Learning Private Limited, New Delhi.
Valenzuela, F 2014, Marketing: a snapshot, Pearson Australia. Frenchs Forest, NSW.