Essays on Australian Cafe's Marketing Mix Strategy and a Need to Maintain a Creative List of Meals and Beverages Case Study

Tags: Strategy
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The paper “ Australian Cafe's Marketing Mix Strategy and a Need to Maintain a Creative List of Meals and Beverages“ is a  persuasive variant of a case study on marketing. Marketing objectives must clear so as to measure how well a plan ought to work. Objectives communicate what needs to be achieved by the business. Such market objectives aim to create awareness within the marketplace to reach the desired target audience. Long-term marketing objectives can be broken down into shorter targets that are easily measurably. The café can later use them as milestones during its growth journey.

Through regular result analysis, the business can be able to see its objectives are being met. This feedback is important as it allows flexibility for the business to makes changes to its plans when necessary. The café s objectives are to serve beverages, good quality, and healthy meals. The prospective markets are young professionals, students to all people who casually din. The café is expected to be profitable with a strong cash flow, intended to achieve positive growth and strong viability of the business. The café ideally located in Australia will be part of a growing sector.

The restaurant industry is largely dominated by unrecognized turnover. However, the industry is characterized by labor-intensive requirements that contribute to high levels of additional cost burdens and regulations (Australian Bureau of Statistics 2010). The cafes vision is to be the preferred café for Australians including the young, old, Canberra students and professionals who are looking for fine beverages, to those wanting quick healthy light foods. The café will provide both dinning and take away services. The mission of the café is to satisfy its customers’ needs for good quality beverages, nutritious healthy meals and a touch of excellent service. . According to the retail trade data for the years 2009-2011, the café , restaurant, and catering sectors had made a turnover of 17.9 billion dollars.

Australia Bureau of Statistics for the years showed a 5.8% growth (Australian Bureau of Statistics 2010). The restaurant industry in Canberra, however, has encountered some devastating times. This was especially because of floods and cyclones. Apart from such problems players in the industry are facing rough times with both domestic and international tourists.

Domestic tourism is on the drop as most citizens are using the high Australian dollar as an advantage to visit overseas. Similarly, international visitors are not visiting because of the high dollar and preferably stay home (Australian Bureau of Statistics 2010). In comparison to other café s in Canberra, the success of the cafe will be based on its location, good management quality, and healthy nutritious food and great service The cafe's owner, Gino Nutriona, an experienced professional in the food sector industry for over ten years and with a nutritional science degree, has identified the need for a cafeteria that will serve its customers with healthy food and to provide a family-oriented environment.

These would solely give him an upper hand in facing off competition as most cafes in Canberra are fast food joints (Inga 2013). The café 's menu will offer healthy prepared pasta, salads, breakfast, different gourmet dishes and desserts. Most cafes in Canberra do food menus with a lot of fat content.

References

Australian Bureau of Statistics. 2010.Counts of Australian Businesses including Entries and Exits June 2007– June 2009 Cat No. 8165.0 – 21

Eslake S.2011 “Productivity” Paper presented to the annual policy conference of the Reserve Bank of Australia15-16

John H. 2012. Restaurant and catering in Australia. Pre-budget submission.

Inga T.2013. How Australia eats: The ultimate pie chart. Available from< http://www.goodfood.com.au>

Restaurant and Catering Austarlia.2011.Available from < http://www.restaurantcater.asn.au>

Stevens G, 2011. Monetary Policy Decision.Reserve Bank of Australia:

Turrell G. 2006. Socio-economic pathways to diet: modelling the association between socioeconomic position and food purchasing behaviour. Public Health Nutrition 9:375–83.

Restaurant and Catering Austarlia.2011.Available from < http://www.restaurantcater.asn.au>

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