The paper "Marketing Strategy - Stark Chocolate Cafe in Canberra" is a good example of a marketing case study. Product is a key marketing mix element that Stark Chocolate Café will have to consider in its marketing strategy to ensure success and competitiveness in the Australian chocolate industry. First, Ekanem notes that quality is one of the key elements of a product that customers consider when making their buying decision (11). Customers are driven to products that are of quality when making their purchasing decision. As such, to succeed in the Australian chocolate market, Stark Chocolate Café will have to ensure that the chocolate bars are of high quality.
Second, the variety is another aspect of chocolate that customers look for when choosing the chocolate café to eat chocolate. Because the testes of chocolate eaters differ from one person to another (Rogers 9), Stark Chocolate Café will ensure that it provides customers with different types of chocolates with different flavors that come in different sizes that suit the pocket of every customer. Additionally, because some customers prefer eating chocolates with accompaniments, Stark Chocolate will have to consider providing other accompaniments, such as drinks and smoothies that customers can enjoy as they take their chocolate.
Providing drinks and smoothies alongside chocolates as the main product will help Stark Chocolate attract not only chocolate eaters but also those interested in drinks and smoothies. Moreover, Stark Chocolate will have to ensure that the chocolates are served in a serene and comfortable café . To achieve this, the company will have to ensure that the café is beautifully painted and equipped with good tables and chairs as these elements also add value to customers that visit the café for chocolate.
Further, to attract customers to the café , Stark Chocolate will have to consider providing entertainment and free internet connection at the café as this would enable the café to attract young customers and professionals who may want to get entertained or enjoy internet services as they enjoy chocolate. Price Price is a fundamental element of the marketing mix that Stark Chocolate will have to consider when launching its chocolate café in Canberra. Ekanem argues that price is a critical factor that customers consider when making pricing decisions (16).
Price is particularly a major factor for products whose price elasticity is high, such as chocolate. This implies that to attract a large number of customers, prices charged must be affordable and reasonable. Considering the nature of the Australian chocolate market, Stark Chocolate should consider adopting a premium pricing strategy for its chocolate during the launch. Premium pricing is a pricing strategy that involves charging high prices for a product during a new product launch. Charging premium pricing strategy will be important for Stark Chocolate when launching its chocolate café in Canberra as it will make customers perceive the chocolate bars served by Stark Chocolate as being of high quality.
Although charging premium prices will make the company loose low-income segment of the market, the benefits that would be derived from such pricing strategy would be huge in the long term as noted by Rogers (17). However, once the café has charged premium prices during the launch, Stark Chocolate will follow the premium pricing by lowering the prices to make them affordable even for the price-sensitive customers that make up a huge part of the market.
In this respect, Stark Chocolate will have to charge prices that are slightly lower than those charged by major competitors, such as Max Brenner, Chocolateria San Churro, and Oliver Brown. Charging prices that are slightly lower than what these major competitors charge will enable Stark Chocolate to gain a competitive edge by attracting price-conscious chocolate consumers in Canberra. Additionally, the pricing should also involve providing customers discounts, especially for those customers that buy chocolate in large quantity.
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