This is the idea report of Small Business Management Assignment - 1

This is the idea report of Small Business Management - Assignment Example Market conditions tend to have significant effect on the viability of a business. While conducting market analysis certain strategic tools are required. Keeping the objective in mind PEST analysis of Australia has been conducted. Special emphasis has been to the city of Sydney while conducting a PEST analysis. A part from this the 4 P’s of marketing has also been used to provide a future action plan. The in-depth analysis has been punctuated with a brief market audit of the Australian Restaurant and cafà © market to analyze the present and future market scenario as well as growth opportunities (Burgemeister, 2009, p.25). Mainly due to the unrestricted spending nature of the restaurants, the industry has come across certain difficulties in trading. Due to the recent economic down turn consumers decided to control their spending and decided to eat at home more of than not. However the preference of gourmet coffee among of the coffee has been quite evidently visible. This is largely due to the fact that the Aussies view quality coffee like a luxury product at an affordable price. If numbers are to be believed more than one billion cups of coffee have been sold in Australia. The percentage of out of home consumption of coffee has seen a steady rise. According to analysts as the economic conditions are set for improvements, steady growth of the cafà © and restaurant business is expected over the course of next five years and so. Such growth is applicable as there is likely to be presence of both international players as well as other franchises (Henry, 2008, p.51). The cafà © and restaurant industry of Australia can be tagged as highly competitive. The main reasons can be presumed as very low barriers to entry. Add to that the industry is believed to be highly fragmented. According to reports the major players hold less than ten percent of the total market share. The small

Marketing strategies Essay Example | Topics and Well Written Essays - 750 words

Marketing strategies - Essay Example This paper applies different marketing concepts and strategies to analyze Starbucks Cafà ©. Starbucks Cafà © is a world leading retailer in specialty coffee drinks with over 15,000 stores across 43 countries (Annual Report: Starbucks, 2007). Last year the company total global amounted to $10.31 billion (Yahoo, 2008). The company follows two major marketing philosophies which are the customer concept and the societal marketing concept. The application of the customer concept at Starbucks is achieved through the company vision of providing the best customer service in the industry. At Starbucks customer service is not just a business function it is integrated into the corporate culture. This company whose core business is selling quality coffee beverages has become a global icon of popular culture in the United States and worldwide. At Starbucks coffee is not just a drink, it is a complete experience. People go to Starbucks because it offers an eccentric comfortable atmosphere that is created by the company’s partners (employees). Starbucks offers a variety of the best tasting top quality coffees in the world. The clients are enticed to stay around the stores and hangout to enjoy some of the company’s other products and services such as coffee merchandise, fresh foods, consumer and entertainment products which include high speed wireless internet access (Starbucks). In 2006 Starbucks was ranked number ten in customer service in the world by BusinessWeek for their friendliness, knowledge and availability (Businessweek, 2007). Customer service is a strategy that is integrated in the entire supply chain. At Starbucks the customer service philosophy starts with the coffee farmers & makers and its suppliers of materials. Starbucks builds close relationships of mutual benefit with its suppliers to ensure the company obtains the possible price and on time delivery. The