Expansion of Caf Life and Its Product to Armidale - Example

Strategic Marketing Plan: Café Life Name Institution Table of Contents Table of Contents 2 1.0 Introduction 3 2.0 Café Life Current status 3 3.0 Expansion of Café Life and its product to Armidale 4 4.0 Product Life Cycle 6 4.1 Development or introduction Stage 7 4.2 Growth Stage 7 4.3 Maturity Stage 7 4.4 Decline Stage 8 4.5 Stage which relates to the proposed idea 8 5.0 Entry strategies 10 5.1 Strategic alliance 10 5.2 Direct Investment 11 6.0 Pioneer or a Follower strategy 11 7.0 Market Leader or a Follower strategy 12 8.0 Shake-out, Mature and Declining Market strategies 14 9.0 New Economy Markets 15 10.0 Organizational Structure 15 11.0 SWOT analysis 16 12.0 Marketing metrics 16 13.0 Conclusion 17 14.0 References 19 1.0 Introduction The increase of competition business sectors in current times compel hospitality companies to effective to react to challenges, the opportunities and risks created by external environment (Alan & Wei, 2009). Product development and innovation is a great idea to respond to external environment especially, competition. Product development and innovation is important Café Life which operates in highly competitive hospitality and hotel industry. Kotler and Keller (2013) claimed that this strategy does not just provide an opportunity to differentiate products but also to improve products features so as to meet the new demands in the market. Café Life has several opportunities in expansion outside New England University. Therefore, this report will focus on the Café Life expansion into the market outside campus. In addition, the report will outline the various stages of the Product Life Cycle and other strategies which relates to this expansion process. 2.0 Café Life Current status Café life is shop or company within University of New England offering which offers breakfast drinks and food like coffee, tea and snacks (UNE Life, 2015). Furthermore, it offers homemade and even the takeaway meals top. Café Life has made the life of students easy as it offers its services within the campus and student do not need to go to nearby city of Armidale for breakfast and meals. UNE Life (2015) stated that the services offered by this shop has also ensured students get products and services at a reduced price of 10 percent hence have some money to save for another day. The shop has grown with the increase of students and staff at the university since its inception in 2014 (UNE Life, 2015). However, the competition is increasing from other UNE life group of companies such Life function and catering and The Booloominbah Collection which offers the same products hence might deny Café Life maximum profits. Therefore its time the company expands its products and services in the nearby city of Armidale in New South Wales. 3.0 Expansion of Café Life and its product to Armidale Armidale is an urban center and city in New South Wales, Australia. Since colonization, Armidale has grown and now has a population of 100,578 (Australian Bureau of Statistics 2015). The city has grown in term of people who are living, studying and working. Apart from hosting University of New England, Armidale is a transport center with Armidale railway station and bus station. The city is also a business center with Centro shopping complex, The East Mall and the Armidale Mall. In addition, Australian Bureau of Statistics (2015) posited that Armidale is a religious city with Catholic and Anglican churches. The city also host events such as The Australian Wool Fashion Awards and New England Wool Expo on a yearly basis bringing together fashion lovers across the Australia and beyond. The number of people involved in events and works in this city form a good population and can make a large customer base. Expanding to the markets outside the school will enable Café Life to increase its revenue. Expansion in Armidale creates a platform where the company can increase its target customer in terms of population and age. Reaching out to the people around Armidale city will increase Café Life target market from age of 18-70 years old. Furthermore, they can also target customers below the age of 18 who are not students. Upon success, Café life can proceed to expand its product portfolio to include fast-foods. There are several ways a company can conduct growth strategies including market Expansion, product expansion, diversification and acquisition (Kotler & Armstrong, 2010, p. 47). However, for Café Life which is still a small company and intends to expand for the first time, market expansion and product expansion is viable in its endevours to grow its business in Armidale. The number of people in the market determines the demand of products or services in a new market. A research into by Armidale by Australian Bureau of Statistics (2015) revealed that there is just two café located The East Mall which cannot meet the demand of ever increasing population. The situation presents demand for café products and services which Café Life can capitalize to increase its customers and revenues. The café also needs to introduce new products to stop depending on few portfolios which not always perform well in the market. In introducing new product and in this case fast-food, Café Lie will be focusing on a new market segment. In this way, this company is diversifying its market to attain market advantage. This activity needs massive advertising to penetrate the market. Helpguide (2015) stated that currently, the opportunity in the market lies in the healthy food segment. Hence, developing new product into this category is considered as away the company is pursuing opportunity which matches its strengths. Since most Australians have been health conscious, they would most favour healthy fast-foods. The preference of healthy foods have been prompted The World Health Organization report which points that obesity is high Australia, Canada and the US (Howard et al. 2008, p. 52) Oven Roasted Chicken with veggies and hamburgers made with vegetables will be suitable since they are fast-foods with low fat content. Oven roasted chicken is rich in protein, vitamin B-12 and iron. This can be served with vegetables for further healthy living (Helpguide 2015). The target group are comprises of career people either in the middle or late. These consumers are thought to have high-income and can indulge in any self-orientations (Yankelovich & Meer 2006, p.4). They also understand the important of living healthy; have a great expression of taste, wants finer fads in life. They are usually called the innovator consumers. Café Life also has an advantage, because this age group also includes experiencers. According to Yankelovich and Meer (2006, p.3) experiencers are consumers with high income, and spend heavily on new products especially on fast food and clothing and social activities. As a product which will be introduced into the market for the first time, it sales may take sometimes to reach its peak. Management experts claims that introduction of a new product ought to follow series of phases for it to gain success. Such series is seen as a sequence of information collection and assessment stages called the Product Life Cycle. 4.0 Product Life Cycle In the competitive business environment, product life cycle has become a familiar concept to executives (Kotler & Keller, 2013, p. 171). Café Life manager has not been left behind because this is the concept he used in introducing coffee as product to University of New England Market. The concept also applies in the introduction of Roasted Chicken with veggies and hamburgers made with vegetables to the Armidale city. Kotler and Keller (2013, p.136) contended that product life cycle relates tom introduction of a product into the market and undergoes through four stages including introduction (development), growth, maturity and decline stages. 4.1 Development or introduction Stage In most cases getting a new product into a market is marred with uncertainties, often unknowable risks and unknowns. Usually, the situation requires creating demand at the period of first market development phase of a product (Laurie, Doz & Sheer, 2006, p.85). Café Life can demand by effective marketing campaign in Armidale particularly around malls, train and bus station and churches. Laurie, Doz and Sheer (2006, p. 87) argued that the period it takes to create customer awareness and demand depends on the customer’s needs, product newness, product complexity and existence of the competitive substitutes. As a city with just one Café and more demands new products will get instant support. Effectively customer-oriented product development plays an important role in improving sales and revenue and prevents the risks that are linked with new product launching. 4.2 Growth Stage The frequent feature marketing experts look on a thriving new product is the continuous growth in the sales curve at the period of a market development phase (Wernerfelt, 2005, p.17). At one point during the growth, a marked rise in the demand takes place and sales increases. The process markets the start of phase two of the product life cycle. Wernerfelt (2005) claimed that during this stage potential competitors are always ready to jump into the market. Therefore, Café Life must be exceptionally effective to get into the market first. However, brand and product differentiation must be maintained. 4.3 Maturity Stage Wong and Tong (2012) asserted the stage is characterized by the saturation of the market. It implies that majority of the consumers are already using or have bought the product and the sales are considered at the same level with the population. In the same situation no further distribution lines required to be filled (Kotler & Armstrong, 2010). Competition also becomes intense in terms of prices. The solution for this has been product and price differentiation as the companies make finer details. Generally, the maturity phase compels the companies to focus on its distribution channels and space while attempting to establish more distribution centers (Wernerfelt, 2005, p.20). 4.4 Decline Stage Wernerfelt (2005, p.17) argued that when the industry maturity diminishes, the product gets into phase which is the market decline. Industry is normally transformed when product reaches maturity and decline stage. In this process, few firms have the capability to survive the competition. With demands declining, overcapacity which was obvious at the time of maturity turns to be endemic. To survive and improve their competition, a variety of strategies are devised such as mergers and acquisition (Kotler & Keller, 2013). In all the circumstances production remains concentrated among few companies while pieces and profit margins reduce. Café Life is yet to reach this point and therefore should expand its services and diversify to avoid losing profits to competitors. 4.5 Stage which relates to the proposed idea The analysis into Café Life market expansion and product expansion indicates that the company is at introduction stage (UNE Life, 2015). At this stage the company expands and also the new product is introduced into the market for the first time. As stated earlier new markets have its concerns such as risks, unknown and uncertainty which can hinder growth or sales. Therefore, marketing strategist claimed that the research is very important. According to Cui and Lui (2005, p.31) the theory of market and product expansion hold that any company intending to grow in other markets needs to conduct research and market development initiative to weigh up the likelihood of getting returns from such products. One of the features of introduction stage hold that also Café Life needs to carry out effective marketing so as to offer their new products (Oven Roasted Chicken with veggies and hamburgers made with vegetables) an opportunity for realizing better returns. Bruiyan (2011, p.752) argued that this gives a clear view of what the Café Life requires to do adjust to ascertain positive revenues. There is an opportunity in Armidale coffee and fast-food market and Café Life management must be patient and exploit it. However, as a company which introduces a new product, it must expect low sales which are likely to improve overtime. The situation can improve through heavy and effective advertising and promotional practices developed to grow awareness concerning the new product and a new business establishment, and to look for early adopters (Spirig, 2011). Since there are few businesses dealing in coffee and fast-foods in Armidale, Café Life can set use premium price strategy to enter into such market in order for its development cost to be realized rapidly. Kotler and Keller (2013) affirmed that pricing strategies is important to a coffee and fast-food company because it determine the value of your service. In addition, pricing strategies are important to Café Life as a marketing mix because they help in creating a competitive advantage over the rivals. Using premium pricing create a perception that Café Life’s product are of high quality compared to others hence making the consumers be willing to pay. In the process, Kotler and Keller (2013, p.157) the company will make more profits before other competitors can get into the market and reduce the demand. Experts argue that the company has original products, and the company is the first one to produce it, the company will enjoy distinct advantage. Being the first in the market enables the company could help to capture the largest share of the market before other firms begin launching their competing products and services (Oded, Yadong and Tailan, 2014). In addition, it can make the company become identical with some products, just as Walkman is with Sony. However, the business is often advised to lower its prices when new companies enter the industry so as to continue attracting more consumers. The practice will also create great loyalty among its existing customers based. 5.0 Entry strategies As a company which enters into a new market, Café Life is expected to face various economic, political and social challenges (Hoffmann, 2005, p.126). The report therefore recommends various entries which the company can adopt to ease the situation. Some of the best suggested entry strategies include strategic alliances and direct investment. 5.1 Strategic alliance While describing strategic and & John (2009) defined it is an entry means where joint agreements are introduced by several organizations which have common interest in businesses like joint ventures, research, or the marginal equity involvement. Currently strategic alliance is on the rise among organizations and has three features that are considered to be very unique. Among the features is that, generally they occur between organizations that are within the countries which are industrialized (Oded, Yadong & Tailan, 2014, p.76). Therefore, it majors more on introducing new products or technologies rather than marketing the ones that exists. Usually they exist just for a short period of time. According to Christoph (2008, p. 34) strategic alliance is known as the best entry mean, thus plays an important role for an organizations in its quest to have good impact in the market globally while practicing organizations share and exchange ideas for common benefits. Using this strategy to enter into Armidale market, Café Life can benefit from shared technology and knowledge. Furthermore, when Café Life use strategic alliance it will reduce economic risks and enhance access to the target markets 5.2 Direct Investment John & Praveen (2009) stated that this strategy is characterized by a situation where a company will set up its business in new market posses 100 percent of the firm. This process often happens in two modes. In one way, a company can acquire an existing firm in a new market and in another it can decide to set up a new firm. In this case, Café Life can acquire space at one of the Malls Armidale renovate it to coffee shop and Fast-food outlet. Another method is to build or set up an outlet from scratch. The major benefit of using foreign direct investment is that it enables the firm control its marketing strategies, technology and even its products’ distribution strategies (Sak & John, 2009). The drawbacks of this strategy are that it normally complex in terms of process of establishment and high costs. Oded, Yadong and Tailan (2014) argued that setting new subsidiary take a longer time, hence this approach is not viable for companies which rapidly intends to enter in the new markets. John and Praveen (2009) claimed that among other entry modes, setting up a foreign direct investment requires the greatness knowledge and expertise about the international markets. 6.0 Pioneer or a Follower strategy Being a follower or a pioneer involves a strategic decision. The right way is by ensuring that there is precise establishment of the future and the present internal companies’ capabilities. Gao and Knight (2007, p.372) elaborated that this time is known by environmental dynamics, resources found internally from the company and industry dynamics. Environmental or Industry dynamics are formed by the interaction of two main features namely: the pace of the market revolution and technological evolution. Both features are found externally and hence do not need any control from a particular organization. Gao & Knight (2007, p.375) stated that generally pioneers have demand in their new market on their goods and services so they ensure that they are able to meet that need before other companies take part. Also first-move advantage can be made known by introducing changes in prices, adoption of new distribution techniques and advertising programs. Min, Kalwani and Robinson (2006, p.26) postulated that pioneers take the advantage of introducing advanced marketing innovations, technology or goods, therefore having the name first-mover advantages. While other companies are followers, their main aim is on maximizing the late-mover advantages and minimizing late-mover disadvantages. On the other hand, adopting follower strategy means it will plunge it various pitfalls. If Café Life adopts follower strategy, it means it will be waiting to observe the mistakes made by the pioneer in positioning, product development, latest technology and marketing so as to move on. The practice implies that should the pioneer not make mistake, the company using follower will be stagnant and will not have anything better to offer to the market (Min, Kalwani & Robinson, 2006). In a nutshell, follower strategy is not good for cafe Life idea of market product expansion because will create ambitions to fight to claim the largest share of the market. 7.0 Market Leader or a Follower strategy Café Life has been dominant in coffee market within University of England for the last one year that it has been in operation. Expanding to a nearby Armidale city will further provide the company the opportunity to take the market advantage and dominate it further. With just one scale coffee shop at Armidale, it would be advisable for Café Life to enter as a market leader. Gilligan and Wilson (2009) claimed that a market leader is characterized by being the dominant company in its sector. This is typical of Café Life which has dominated the campus market has the potential to replicate such capability to Armidale Market. Another reason Café Life should adopt a market leader’s strategy is because it has wide distribution arrangements and significant market share. Market leaders are often quick in developing business ideas and new products which is typical of Café Life. Café Life has also recognized as a market leader in terms of pricing, effective and intensity marketing and advertising, advancement of technology, development of new products, distribution coverage and strength of competition. Such features present a benchmark for Café Life to compete and dominate. Nevertheless, it must mentioned that although market leadership is associated with the size of the company, it is often a complicated concept and needs to viewed based on the ability of the organization to find out the bases and nature of competition in the industry (Gilligan & Wilson, 2009). Café Life must therefore make a clear distinction between market leadership which is done on the basis of size, and a perspective which is referred to as ‘thought leadership’ which is normally not based on the size, but rather on think pattern and innovation. Comparing it with a strategy such as follower, market leadership is more flexible when crafting market entry strategies. Despite the advantage to the company, it can be a target for competitors such Life function and catering and The Booloominbah Collection who can go ahead and launch similar or better products at low cost. The local government of Armidale can also be hostile to the business leading to its downfall. Research conducted by PIMs in 2010 held that the adopting market leadership strategy is more profitable compared other four strategies and provide many option to consider to improve business performance (Gilligan & Wilson, 2009). On the other hand, a market follower is a company which is normally strong but not necessarily dominant but contented in their position (McNamara, Haleblian & Dykes, 2008, p.119). This is not the true position of Café Life which has been dominant in the New England University Market. Despite of also having advantages such no expensive research and development, reduce attack by competitors, and less competition with market leader, such advantages are not good for a company which intends to grow. Competition itself enables the company provide move out of comfort zone to improve its products and services (Min, Kalwani & Robinson, 2006, p.22). In that way, it gains a large customer base which can sustain it during the volatile economic conditions. Therefore, adopting a follower strategy is not good for Café Life. 8.0 Shake-out, Mature and Declining Market strategies Understanding the market make the management know the time to react to situations such competition, growth and decline (Wernerfelt, 2005, p.20). The process is a cycle which company or a product goes through and is referred to as shake-out, mature and decline market strategies. Café Life though has not reached the mature stage which is normally signified with slow grow growth. However, to avoid such situation Café has continued to dominate the market by effective market quality products, and product development. Similarly, Café is not in the decline stage. Laurie, Doz, and Sheer (2006, p.88) claimed that this stage is typified with low sales, high competition and low prices. Café Life can avoid can postpone this stage through innovation of products and marketing which this paper actually recommends. Decline is normally followed by shake-out where low performing companies who did not exit the industry now leave the industry because of inability to compete (Kaličanin, 2011). Experts calls that if a company like Café Life reach such stage, they can look for other players to merge with to sustain their existence. 9.0 New Economy Markets It can be described as the buzzword which describes high growth where companies which are on the advanced development and are important to the growth of the economy (Kotler and Keller, 2013). New economies exhibit products development as practiced by Café Life and expansion into new local and international markets to widen customer base and product awareness. Kotler and Keller (2013) posited that technology is also improving and firms are encouraged to capitalize on such opportunities to create competitive edge. At the moment Café Life uses technology particularly social media, website and twitter to market its products and service and reach out to University of England students (UNE Life, 2015). Café Life is still ahead in terms of technology which it also uses to research and increase product innovation. 10.0 Organizational Structure Organization is critical for a company’s success. In the past one year, Café have been using organization structure which is not very complex because the company was operating as small sized-enterprise. However, market expansion and diversification of products means it must change its structure as it become large company to facilitate control. Matrix organization structure suit Café Life’ new position. Matrix would enable Café Management to define functions and products. Since the organization, team setting is vital for its task effectiveness. Jacobides (2007, p.462) opined that a company that uses matrix structure usually involves teamwork with its workers, so as to be able to handle the weaknesses and strengths of decentralized and functional forms. It is suitable because the company will deal with coffee, tea, and fast-food and these products can facilities formation of two “departments” such as drinks and fast-food. Team environment will uphold democratic and casual atmosphere where members interact, leading to its feature of being a matrix organization (Jacobides, 2007, p.459). The organization does brag of a large middle level management and upper level management that uphold supervision and quality highly. 11.0 SWOT analysis With the rapidly changing environment in the Coffee and fast food industry, Café Life managers must re-evaluate their company’s internal and external environment come up with appropriate strategy to gain market advantage. This involves maximizing the firm’s strength, reducing weakness and strengths and capitalizing on the opportunities (Kotler & Keller, 2013, p.234). One of the strengths of the company is its dominant position in ready to drink coffee in the university. The position can be replicated in Armidale which has potential demand for coffee and fast foods. Cafe Life is developing a new product which it intends to introduce into a new target market segment. In this way, this company is diversifying its market to attain market advantage. In developing new product, diversifying and advertising to the customers is a process where the company is using Strength-Opportunity Strategies (S-O) (Kotler & Armstrong, 2010, p.68). 12.0 Marketing metrics Marketing metrics mean the measure used to gauge companies customer satisfaction performance. The metrics permit Café Life to assess and enhance the effectiveness and efficiency of the customer satisfaction process (Farris et al., 2010). There are several marketing metrics however for Café Life; a company which is just expanding its market and products Customer expectations vs. perception is the ideal strategy. Marketing is a good platform for creating both expectation and perception of the new target market. The University students who are satisfied with Café Life can used in brand promotion to speak of quality and excellent service offered by Café life raises the expectation of consumers. In the recent times, the company can adopt the use of Four Quadrant Customer Expectation Management Model to increase efficiency in managing customer service expectations (AbuKhalifeh & Som, 2012, p.138). Ko & Lily (2008) argued that if the product and service expectations are met, the company is able to create loyal customers which they can depend on even during economic difficulties. 13.0 Conclusion In the current status, it is clear that Café Life enjoys its position as the company which offers the coffee, tea and snack in University of New England. UNE Life businesses especially have brought ease and fun in the lives of University of New England students and the members of staff. The report has established that Café Life has been brought near the university that students no longer need walk long distance to look for products and services. On the other hand, these businesses have contributed towards to the income of the university hence effective services can be delivered. However, like any other business, UNE Life is likely to face more competition in future. Therefore, this report recommends for adoption of various exceptional strategies particularly segmentation, positioning and differentiation in order to maintain and increase its market share. In particular, the report has recommended for expansion of business and products. Marketing research in Armidale city has established that there is a high coffee and health fast demand in Armidale city which Café Life can satisfy and in return increase its customer base and maximize its revenue. Developing new product such as Oven Roasted Chicken with veggies and hamburgers made with vegetables will give Café Life an edge in health-conscious Australian market. 14.0 References AbuKhalifeh, A.N., & Som, A.P. (2012). Service Quality Management in Hotel Industry: A Conceptual Framework for Food and Beverage Departments, International Journal of Business and Management. 7(14),135-161 Australian Bureau of Statistics. (2015). National Regional Profile: Armidale. 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Yankelovich, D., & Meer, D. (2006). Rediscovering Market Segmentation. Harvard Business Review, 1–11. Read More