Harrys Bar and Coffee Shop Target Marketing - Case Study Example

Running Head: Harry’s Bar and coffee shop Marketing Plan Name Institution Course Professor Date Target Market Harry’s Bar and Coffee Shop is shop that specializes in epicurean coffees with a twist that comprises of shots of alcohol. Harry’s Bar and Coffee Shop also offers cocktails and tapas. The main target for Harry’s Bar and Coffee Shop, is the locals of Civic, Canberra and Australia at large. The Australian locals have been known for the love of coffee since time in memorial, according to Sabine & Harley (2009). That is the main reason why Harry’s Bar and Coffee Shop is going to be set up in Civic, Canberra to meet the needs of the Canberra locals and the higher demand of coffee around this region. There is a very big window or opportunity for Harry’s Bar and Coffee Shop to build a huge clientele. The management or Harry’s team has decided to work hand-in-hand in order to ensure that there will be a very good customer relation in order to attract a good number of customers. A plan to set up a good and comfortable environment is underway. This is a move that the management team considers to be very important. Since there will be a need for a place to relax in and may be have small meeting with friends or family members, the Harry’s team has decided to design and decorate a few rooms at ATO, the intended place to set up the Harry’s Bar and Coffee Shop. The locals of Canberra will therefore have a good and comfortable place at Harry’s Bar and Coffee Shop. Apart from targeting the Canberra locals in general, Harry’s team sees the young individuals as the main customers to focus on. A lot of youths in Canberra can be seen every single walking around with coffee mugs, proofing that Australian locals truly love coffee (Michael, 2008). Walking along the streets in Australian towns, one can see that quite a number of coffee shops exist, meaning that coffee is essential and it is an indispensable part of life in Australia (Kotler & Armstrong, 2005). It is for this reason that the Harry’s Bar and Coffee Shop will be producing fresh epicurean coffee and alcohol-coffee cocktail to meet the high demand for coffee around Canberra region. Harry’s Bar and Coffee Shop, is also targeting the students from the nearby universities and colleges. ATO is a very nice place, its location is very strategic in that, it is situated at the heart of Canberra on a very busy street. Therefore, the Harry’s Bar and Coffee Shop is also targeting the passers-by who can get in a hot cup of coffee or a cocktail. Harry’s Bar and Coffee Shop has a plan of producing take-away coffee. This is means that people who might have time to sit down and enjoy epicurean coffee at the Harry’s Bar and Coffee Shop place, can still grab take-away coffee. Marketing Mix Strategy Harry’s Bar and Coffee Shop marketing department is well organized in order to achieve the set goal of being the best coffee, cocktail and tapas shop around Canberra. It has put in place the marketing tools such as the use of the four Ps of marketing; product price place promotion The main products that Harry’s Bar and Coffee Shop will offer are the cocktails, coffee and tapas. The Canberra locals do not only want to take coffee but they want fresh and quality coffee and they also love unique things. Harry’s Bar and Coffee Shop, will therefore offer the Canberra locals a chance to taste a cocktail of alcohol and coffee. The Harry’s Bar and Coffee Shop products will be branded so that customers can tell that the product is from Harry’s Bar and Coffee Shop. Since Harry’s Bar and Coffee Shop is intending to establish itself in the marketplace, it has put in place the procedures required such turning to branding to assist in marketing the coffee business. The concept of branding and identity is for Harry’s Bar and Coffee Shop to create a look and feel immediately, identifiable and recognizable in the marketplace. Harry’s Bar and Coffee Shop marketing is working on developing a good branding that will increase the value of the products and the company itself. Harry’s Bar and Coffee Shop identity in the marketplace will easily play a role in its profitability as a whole. Harry’s Bar and Coffee Shop will also package its epicurean coffee in different packaging containers (Harry’s Bar and Coffee Shop, branded containers) of different sizes such as 150ml, 200ml, 330ml and 500ml. Harry’s Bar and Coffee Shop Coffee pricing The different packaging containers will be sold at different prices in order to meet the requirements of the Canberra locals. Harry’s Bar and Coffee Shop has already worked on the price of coffee per-cup. It is looking forward to producing affordable but quality coffee in order to ensure that the Canberra locals can afford their favorite drink. According to William and Cohen (2005), most of the coffee shops in Canberra and the entire Australia are selling a mug of coffee at $3.30 - $5 Australian dollar. In order to ensure every Canberra occupant can afford a cup of epicurean coffee, Harry’s Bar and Coffee Shop has acquired smaller coffee mugs that can only cost $2 Australian dollar per-cup. Hence this is a strategy of ensuring that more and more customers are attracted to Harry’s Bar and Coffee Shop place. Harry’s Bar and Coffee Shop Budget Harry’s team has estimated the cost of marketing plan and entire cost of setting up the coffee shop to be around $500, 000 Australian dollar. Variable cost - $150,000 Fixed cost - $350,000 For Harry’s team to reach a breakeven point, Harry’s Bar and Coffee Shop has plans in place to sell over 150, 000 coffee mugs at an average of $3 Australian dollar. Harry’s Bar and Coffee Shop might face a challenging time because of the existing and established coffee shops around Canberra, hence reaching the breakeven point might take a longtime, but Harry’s team is very determine. Harry’s Bar and Coffee Shop Coffee Distribution Harry’s Bar and Coffee Shop will serve most of the customers from the shop. There is also a plan to distribute coffee, cocktail and tapas to the customers at their place of work. This move will help Harry’s Bar and Coffee Shop marketing department to reach a target of selling over a hundred and fifty mugs of coffee. The Harry’s Bar and Coffee Shop also has a plan to put in place outside catering in order to meet the needs of the locals. Most of the coffee shop does not practice that hence it will be the best move for Harry’s Bar and Coffee Shop. Implementation Phase Harry’s Bar and Coffee Shop staff are very ready to take on implementation process from the start to the end. They have complete confidence in the actions outlined and information available in the marketing plan because they have taken part in writing the marketing plan. By taking part in the implementation phase of the marketing plan, the staff of Harry’s Bar and Coffee Shop will develop the skills required in marketing the business. Harry’s Bar and Coffee Shop Summary Report Harry’s team took a lot of time in carrying out research concerning the availability of coffee market in Civic, Canberra, Australia. The research led to the development of a marketing plan shows how Harry’s team will set up and run the Harry’s Bar and Coffee Shop in Civic, Canberra to meet the ever growing demand of coffee in Australia. The end result of the research process shows that, if Harry’s Bar and Coffee Shop is set up, it has the potential of being a successful coffee shop in Canberra. References Aaker, David (2008). Strategic Market Management. Abell,(2006). 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