Marketing course work Narrative Essay Example

always available. Despite this, the absence of direct competition in the business center presents an opportunity for growth in delivering excellent services. With a small team comprising an accountant, director-purchaser, bartender, waiter and cleaner; this project could become a favored brand among coffee lovers through effective use of PEST analysis – used to examine political, economic, social and technological factors affecting businesses like this one.The "Adam Entrepreneurship Development Fund SC" provides support for small and medium-sized businesses in Astrakhan, including the coffee shop project under "The Program of funding of private enterprises, engaged in the service sector in Stand and Almost cities". Since the collapse of the Soviet Union, Astrakhan's economy has experienced a national economic revival resulting in rising incomes that have led to changes in consumers' buying habits and attitudes. Coffee shops are becoming more popular as more people can afford to have meetings there regardless of age or gender. Companies like Cataracts and Costa use automation to increase their speed of service. To develop a marketing plan for a coffee shop in Almost, an internal and external analysis will be conducted using a SWOT (Strengths, Weaknesses, Opportunities, and Threats) approach. This will identify strategic positioning to achieve objectives within a defined period using appropriate resources for success (McDonald 2007; Pierce and Giles 1989). Conducting the SWOT analysis should be based on evidence provided by owners and visual inspections to determine how best to develop "Coffee" coffee shop which is conveniently located with no direct competitors according to current situation analysis from 2014 shown below.The coffee shop has both strengths and weaknesses. Its strengths include a convenient location in the central hall, which

makes it suitable for business meetings, and high-quality coffee. However, there are several weaknesses that impede its progress. These include outdated equipment that limits productivity, an inexperienced team with insufficient training resulting in the inability to recommend suitable coffee choices to customers, poor interior design, limited cake baking conditions, a narrow range of coffee options, and a small staff. Despite these drawbacks, the owners possess a strong desire to excel in the industry by actively involving themselves in their business and aspiring to establish a reputable coffee brand. The shop also has opportunities such as acquiring updated equipment, serving homemade cakes thereby establishing good reputation among customers and offering special discounts for frequent customers while delivering coffee. On the other hand some of threats faced by this business are finding professional workers who can change their interior design obtaining permission from management of their building center for repairs facing future competitors etc.The absence of choice for customers puts product quality at utmost importance since other restaurants and cafes still exist competing with them.The coffee shop's unpleasant atmosphere, caused by the lack of comfortable chairs and missing amenities such as TV and pictures, discourages customers from staying longer. The absence of an in-house bakery also forces them to rely on store-bought cakes that may not always be fresh, harming the shop's reputation. Furthermore, the limited range of coffee available (only offering four variants) and lack of tea options fail to cater to diverse customer preferences. Lastly, a small team consisting only of two employees serving high volumes of clientele is inadequate.

Throughout the workday, employee productivity significantly decreases; however, there are opportunities for improvement. Firstly, providing high-quality

services can establish the coffee shop as a well-known brand and favorite among many people. Secondly, updated equipment can increase productivity and offer automatic options without external aid. Thirdly, building a good reputation is crucial for entrepreneurs who want to broaden their business and gain trust from people. Fourthly, serving homemade cakes can please customers with freshly baked goods while special discounts for frequent customers could encourage loyalty. Lastly, delivering coffee to offices in nearby business centers is becoming increasingly popular.

Despite these improvements that could be made by the coffee shop owners themselves; some threats must also be considered moving forward.To ensure the coffee shop's interior is properly renovated, it is essential to hire a team of professional workers who will pay attention to every detail. However, getting permission from the management of the business center can be difficult since they require an explanation for any repairs. Additionally, competition may pose a risk as it is challenging to maintain a top position at all times. The fundamental concept of marketing focuses on meeting human needs which are influenced by individual personality and cultural factors in their respective regions (Kettle and Armstrong, 2014). In launching this new coffee shop brand, providing excellent service and satisfying consumers' needs with high standards is crucial for establishing a positive reputation (Kettle and Armstrong, 2014). Leveraging experiences from well-known global companies like Costa and Cataracts can also help face emerging competitors while adhering to international standards (Kettle and Armstrong, 2014). Incorporating local cultural aspects such as traditional Khaki culture into the coffee shop's interior design is vital for creating distinctiveness that appeals to both local and foreign visitors who frequent

the nearby business center. Ultimately this can become the signature attraction of "Unruly Tat" business center. When devising marketing strategies across all businesses, making assumptions about key determinants of success must be considered (McDonald, 2007).According to Kettle and Armstrong (2014), marketers must continually analyze the market situation while developing effective plans of action. Internal information may be analyzed to evaluate the current market situation, and research methods can identify areas for improvement when results are unsatisfactory. An excellent advertisement strategy is organizing a grand opening for a coffee shop with popular features such as inviting managers from existing companies, featuring a popular singer, and offering free coffee and cakes on the opening day to generate goodwill among potential customers. The main objective of the coffee shop is to become the most trusted brand in Almost City's coffee industry within three years by increasing revenue by 20% annually through launching new products like new types of coffee, acquiring modern equipment for customer service efficiency, creating a website platform for ordering and requesting delivery, conducting consumer surveys, analyzing target markets and positioning strategies, implementing discount systems for regular customers where every tenth coffee is given as a gift.The process of market segmentation involves selecting target segments based on five factors: segment size, growth, profitability, competition, and business capabilities. While small segments may not yield high profits for businesses, they offer an opportunity for small businesses to thrive. A coffee shop operating in a specific business center is considered a small business with potential consumer employees. The majority of these employees are business people who require concentration during the day and are interested in coffee due to caffeine's

stimulating effect. As the coffee market in Astrakhan is young and not yet very competitive, there is room for growth and establishment as an industry leader. To maximize profitability given the lack of direct competition, it is crucial to meet consumer demands through diversified product offerings. In a successful scenario, investments made to improve current conditions could be covered within a few years. Currently having no direct competitors according to industry knowledge, new players entering the market is inevitable as the coffee industry rapidly grows in Astrakhan. Constant evolution is necessary to remain relevant by looking at international coffee shops' experiences.Costa Coffee (2014) states that they have been voted the favorite coffee shop in the nation for three consecutive years, but they strive to improve. The business aims to link their brand "Coffee" with high-quality products for widespread recognition and future franchising opportunities based on experience gained. Doyle and Stern (2006) advise creating a differential advantage to develop a marketing complex aiding in positioning strategies for target market segments. A positioning strategy guides companies in determining where to compete and selecting differential benefits that determine how it competes. Favorable images, perceptions or reputations must be established compared to competitors, matching product offerings with intended markets (Hellholes 2010). When managing a coffee shop, deciding which coffee variants will be offered is crucial.