The paper "Altitude Coffee Roastery in Armidale - Marketing Strategy " is a perfect example of a marketing assignment. Rachel and Darryl Stace started Altitude Coffee Roastery in Armidale in the year 2008 which was the first coffee roaster as well as café with a cosmopolitan style. The strategy adopted by the business entailed attracting coffee lovers drawn from all walks of life with a surety of granting exceptional customer experiences coupled with great service for delicious food. The marketing strategy was driven by the identified needs of the customers particularly by ensuring that the coffee offered to their customers was of the highest attainable quality (Hollensen, 2015, p.
132). The owners of Altitude Coffee Roastery focused on actors within the company’ s microenvironment in order to positively impact its customer relationships for enhanced performance. The main microenvironment elements that Rachel and Darryl capitalized on include their customers and their competitors. In the first place, the business thrived faster by providing a product that was already available on the market while focusing on addressing the tastes and preferences of their customers. The management established a roasting facility for coffee that made it possible for customers to get freshly roasted coffee. In addition, the business invested in procuring high-quality coffee beans from different parts of the globe namely Nicaragua, Guatemala, India, Indonesia, Mexico, Ethiopia, Brazil, and Zambia.
This made it possible to meet the diverse preferences of their customers in reference to the type or blend of coffee they required. The location of the coffee roaster was also carefully thought and strategically placed at the heart of the café so that customers can enjoy the fresh smell of the roasted coffee beans (Jain and Haley, 2009, p.
125) Secondly, Altitude Coffee Roastery adopted a leading role amongst its competitors by expanding its market share as well as the total demand for its products and services. From the outset, the company leveraged on its well thought out market strategy by making quality its first priority. The business adopted a cosmopolitan style thus becoming a pioneer in that aspect in Armidale and ensuring it had plenty of room to accommodate a diverse customer base. Moreover, the management identified several avenues through which value addition was ensured for the customers.
Altitude also explored markets that had been previously ignored by the major players within the sector thus able to realize unique and lasting experiences for customers drawn from the new markets (Kotler et al. , 2015, p. 293). The macro-environment forces that impact on the actors within the microenvironment. For instance, Altitude leveraged technological advances in order to expand its business. The business provided its customers with an online platform to perform various products and services at their convenience. These products include coffee beans, barista supplies, cleaning materials, and espresso machines.
Rachel and Darryl also made further investments to put up a coffee roaster plant that would help them meet the growing demand for their coffee products (Proctor, 2014, p. 67). Secondly, Rachel and Darryl focused on the cultural environment regarding the consumption of coffee in order to grow their business. While establishing the business, the factors strengthening the culture of coffee consumption were clear to Rachel and Darryl. The entrepreneurs ensured they have fresh supplies produced by different cultures across the globe.
In addition, the recognized the fact that parents would most likely need a place for their children to play as they consumed their coffee and integrated this into their business strategy (Cross et al. , 2015, p. 4).
Bremmer, I., 2010. The end of the free market: who wins the war between states and corporations? Eur. View 9, 249–252.
Cross, J.C., Belich, T.J., Rudelius, W., 2015. How marketing managers use market segmentation: an exploratory study, in Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference. Springer, pp. 531–536.
Darley, W.K., Blankson, C., Luethge, D.J., 2010. Toward an integrated framework for online consumer behaviour and decision-making process: A review. Psychol. Mark. 27, 94–116.
Evans, D., 2012. Social media marketing: An hour a day. John Wiley & Sons.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jain, S.C., Haley, G.T., 2009. Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985.
Kotler, P., Burton, S., Deans, K., Brown, L., Armstrong, G., 2015. Marketing. Pearson Higher Education AU.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Wilson, A., Zeithaml, V.A., Bitner, M.J., Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw-Hill.