1. Provide an outline / summary of the client expectations
2. Discuss the considerations undertaken when identifying marketing strategies
The report is related to identify potential marketing opportunities of a company that will focus on the business structure, products and service offered, budgets, current marketing strategy, previous strategies of marketing and its outcomes and client expectations. The company that is being that is being selected in this report Gloria Jean’s coffee. IT is an Australian company that is based on selling coffee across different countries of the world. The report is in the form of are written proposal that include a set of activities. The activity oil based on the marketing of Gloria Jean’s Coffee across different countries of the world however it can be said that the marketing proposal will definitely increase the sales of the company as well as the market reputation in various parts of the world. Apart from that checklist should be maintained so that the marketing proposal will not skip the aim of the company. Gloria Jean’s Coffee will focus on its branding and marketing activities which will help the company in gaining a positive reputation among its target customers
It can be said that the company has its presence in 39 countries of the world with its 1000 locations of the business. However, it is popular in selling its own coffee machine along with its own branded coffee to the target consumers. The company is having not such remarkable marketing history in terms of brand awareness. The constraint of the marketing strategies adopted by the company is the traditional form of marketing (Neac?u and B?rbulescu 2015). The background of the company illustrates the fact that the company has an existence in Australia before many years of time. However, it is not so much popular among the different types of consumers not only in Australia but also in other countries of the world. Gloria Jean’s Coffee is a brand that has not created any positive impact in the customer’s mind. However, the company targets in increasing the profitability of the products of the company i.e. Gloria Jean’s Coffee. It aims to the customers who are seeking superior quality coffee in an affordable price. The primary marketing objectives of the customer is the intermediate sales. On the other hand, the secondary objectives are the branding of the product (Walters and Broom 2013). It can be said that the current marketing campaigns used by the company in Australia and outside the country are not so much effective for making the brand popular in the Australian market as well as in spreading the brand message across the minds of the target market. The business structure of the company is based on franchisee business structure. The company has a number of franchisee outlets not only in Australia but also in other countries of the world (Fabiny 2014). The business structure of the company is popular and is responsible for profit generation in certain parts of the world. But without a proper marketing strategy, a company cannot sustain in the market for long. Competitions in the market in terms of different operations of business are increasing day by day. Many companies are opening on a regular basis and are not able to sustain the competition in the market due to lack of effective strategy. The reason behind is that incapability of the company in order to use different marketing metrics related to external environment of the market as well as the internal environment of the market (Honack et al. 2017). The outcomes of the present marketing strategies are not related to the organizational goals and marketing goals of the company. It must meet the expectations of the target customers of the company both in terms of price and quality. The timelines of the marketing activities has been occurred within time but the type of marketing activities that the company is presently opting for is B2B marketing and direct marketing which are important but not compromising on the B2C marketing (Boone and Kurtz 2013). The current focus of the marketing strategies will be on B2C marketing and the digital marketing opportunities. It is essential for Gloria Jean’s Coffee in order to make a positive brand image in the market of Australia as well as world market. The current marketing approaches are only limited in some B2B portal websites, business magazines, telemarketing and different kinds of advertisements in the business related channels of the countries (Luke 2014). The current marketing strategies will consider a variety of approaches that are new to the company especially the B2C approach of the campaign. The latest marketing campaigns of the company must increase the sales volume of the products and services of the company, growth, profitability, market share, etc. It will must include the external market factors such as guidelines, regulations, codes of practice, legislation, policies, etc (Garcia 2014). On the other hand, it will be focused on different marketing sources such as leaflet drops, print, billboards, television, radio, signage, front of house, digital marketing campaigns, etc. It can be said that the company must find the target customers in the market while investing in different traditional and digital marketing campaigns. The research and development department of the company must conduct an extensive research on the different types of the marketing approaches used by the rival companies and their success in creating impact on the target markets. The marketing proposal is followed by the product, place, price and promotion (Petty et al. 2015).
Product- The products of Gloria Jean’s Company is the coffee beans including the hot and cold beverages of the company that will be targeted to the young customers as well as the business persons of the country. The flavor of the coffee will be unique in terms of attracting the customers in the different areas of the country.
Price- The price that is set for the coffee products of Gloria Jean’s Coffee is related to different types of products of the company that are associated with selling coffee. Price is discriminated as per the quality of the products. Penetration pricing is adopted by the company while selling various brands of coffee.
Promotion- It is the most important part of the promotion of the products related to the promotion of the brand across the different countries of the world. The media that will be used in the marketing campaigns are print media, traditional media such as banners, leaflets, signage, radio broadcasting, etc (Ricciardi 2014).
Place- As it is already mentioned earlier that the company has its presence in different parts of the world as well as its store in Australia. The different types of the locations selected for the store are located in the metropolitan prime locations across different countries of the world.
The goals of the new marketing campaign will be related to the previous marketing campaign. The new goals of the related to the organizational goals that is related to the profitability of the company as well as the increased sales of the company with the improved brand image of the company (Watson et al. 2016).
It can be concluded that if Gloria Jean’s coffee will follow the proposed marketing proposal, then it will achieve the goals and objectives that is the immediate sales and branding simultaneously. However, it can be said that the company immediately wants to increase the custom of base as well as the quality of the products so that it can get a substantial market share in different parts of the world. The report discusses about the market expansion as well as the budget of the marketing plan and the work schedule of the employees associated with it.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Fabiny, S., 2014. Who is Gloria Steinem?. Penguin.
Garcia, R., 2014. Creating and Marketing New Products and Services. CRC Press.
Honack, R., Honack, R., Waikar, S. and Waikar, S., 2017. Growing Big While Staying Small: Starbucks Harvests International Growth. Kellogg School of Management Cases, pp.1-22.
Luke, R., 2014. Creative Marketing: A New Management Philosophy. Balboa Press.
Neac?u, N.A. and B?rbulescu, O., 2015. Quality Strategies Used by Market Leader in the Competitive Coffee Industry. Ovidius University Annals, Series Economic Sciences, 15(2).
Petty, J.W., Titman, S., Keown, A.J., Martin, P., Martin, J.D. and Burrow, M., 2015. Financial management: Principles and applications. Pearson Higher Education AU.
Ricciardi, A., 2014. Interpreting state agreements: The changing role of surrounding circumstances. Australian Resources and Energy Law Journal, 33(3), p.339.
Walters, P. and Broom, A., 2013. The city, the café, and the public realm in Australia. In Café society (pp. 185-205). Palgrave Macmillan US.
Watson, W.L., Piazza, S., Wellard, L., Hughes, C. and Chapman, K., 2016. Energy and nutrient composition of menu items at Australian coffee chains. Nutrition & Dietetics, 73(1), pp.81-87.
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