Marketing of Black Beans Cafe Samples †MyAssignmenthelp.com

Question: Discuss about the Marketing of Black Beans Cafe. Answer: Marketing Activities Placing advertisements in that of the Weekly Newspaper will be able to promote the services of Black Beans Cafe. It will help the target audience to get a look at the brand that can draw the customers towards it (Chandra 2017). Mail Flyers would also be made use of so that marketing can be done directly to that of individual customer and to that of individual business. Evaluating performance of marketing activities The evaluation of performance of Black Beans Cafe can be measured with the help of telephone calls that would be made in order to make enquiries soon after they have seen the advertisements on the newspapers. The target market of Black Beans Cafe mainly comprises of the young population and primarily the office goers and the orders made by this segment can help in the process of evaluation of that of the marketing activities. The rate of return on that of direct mail campaign and if half the number of people who respond to that of the mail makes a purchase then it can be said that the marketing activities have been fruitful. The cost effectiveness can be measured if the HR shifts its focus from that of the efficiency metrics to that of business outcome (Kim, Jang and Adler 2015). Marketing Performance Metrics can be made use of in order to evaluate the performance of marketing activities. Themanagement team of Black Beans Cafe can make use of the key performance indicator in order to understand the success of the marketing activities (Amsteus, Olsson and Paulsson 2015). This can help in emphasizing how the expenditure made on marketing have an impact on the bottom line of the Black Beans Cafe. It can help in measuring the degree of the profits made and hence in evaluating the performance of the marketing activities. Professional Associations The professional organisation Australian Coffee Traders Association can help Black Beans Cafe in fomenting positive relationship and increasing its hold over the market. The association of Black Beans Cafe with that of Australian Coffee Traders Association will be able to improve standard of coffee and thus help in winning the loyalty of the customers. It can also form an association with Australian Barista School and the association with this brand would be able to show to the customers that the workers have been trained in the art of coffee making (Alford and Page 2015). The credibility of the customer towards that of Black Beans Cafe will be strengthened after being associated with the school. Other associations with which Black Beans Cafe can form an alliance with are the Australian Association of National Advertiser and the Australian Marketing Institute (Jalil, Fikry and Zainuddin 2016). The Australian Association of National Advertiser will be able to promote the right of the customers in relation to Black Beans Cafe and it can effectively deal with the complaints that the consumers have towards Black Beans Cafe. Membership benefitting marketing activity The Australian Coffee Traders Association can help in improving standards in relation to coffee and it can assist in the process of networking. It proves to be of great merit in reducing the duty in relation to import of coffee. The course completed at the Australian Barista School would result in producing a nationally recognised statement that can augment the reputation of Black Beans Cafe (Oktafani, Suryawardani and Riezkya 2016). The Australian Association of National Advertiser (AANA) along with that of the Australian Marketing Institute would be able to afford protection to that the rights of consumers and that the marketing efforts are carried out in the proper manner. AANA is representative of the interest of the organizations and it is involved in the process of marketing along with advertising. Its primary aim is to protect the consumers by ensuring that the process of marketing communications have been carried out in a responsible manner. Being associated with this organiz ation will thus help Black Beans Cafe in conveying to the customers that the marketing activities have been carried out in an ethical manner. Industry Event of Black Beans Cafe The industry events that Black Beans Cafe has decided to participate in the next six months are that of Melbourne Coffee Week, Melbourne International Coffee Expo, The Coffee Experience and that of International Coffee Organization (Lee et al. 2016). Melbourne International Coffee Expo is a dedicated event related to coffee and many cafe owners and equipment manufactures attend the event. Melbourne Coffee Week provides a vivid exposure in relation to the coffee industry. The Coffee Experience is a trade show and the different coffee roasters will be able to reveal to industry how they are different from the others (Wu and Wang 2014). International Coffee Organization is an intergovernmental organization that can help brands in tackling challenges with the help of international cooperation. Report showing effectiveness of marketing activities Marketing Activities Chosen The marketing activities chosen were that of weekly newspaper that can help in publicising the name of the brand of Bean Black Cafe. A large proportion of the population reads the newspapers and the name of the brand appearing on such a large platform can help the public in knowing about the cafe easily and quickly. It would rightly serve the marketing objective of Bean Black Cafe. A large part of the market of Black Beans Cafe consists of office workers and it makes up 80 % of that of day time trade. The people who are aged from 20-60 comprise the major segment who make up the day time market of Black Beans Cafe. A large part of the target audience of Bean Black Cafe comprises of people of the age group of 20-50 so the designing should be elegant and unique. Beautiful graphics should be made use of in the newspapers so that it can entice the audience. Direct mail marketing is a technique that can be made use of by Bean Black Cafe. Sending the flyers with the help of direct e-mail ca n help in capturing the potential customers that can help in the process of generation of maximum revenue (Zhu and Chen 2015). It has a high response rate and business listings along with telephone directories can be made use of in order to reach a large audience.The business goal should be set out clearly in the flyer and it can help in the generation of new customers. It can rightly help in the process of expansion of market and can help in serving a wider demography (Alford and Page 2015). The problems incurred during promotion in the newspapers involve around budget. It involves a large expenditure and Bean Black Cafe has to set aside a lot of funds so that it can advertise in the newspapers. Flyers do not have long term impact on that of the customers and they are easily dismissed by people. People often do not take seriously the information that is printed on the flyers. People receive a lot of mails on every day basis so the mail flyers may go unnoticed to the public eye. Performance of Activities Enquiries made via telephone calls would be able to lay clear in front of Black Beans Cafe whether the marketing strategy has proved to be successful. The number of telephone calls reaching Black Beans Cafe and the number of purchase orders will point out the success of the marketing strategy. The primary target consumer is the younger audience and the number of purchases and take-away made by this segment can help in emphasizing whether the marketing strategy of Bean Black Cafe has been successful. Rate of return in relation to direct mail campaign can help in signifying whether the distribution of flyers via direct mail has been successful (Wu 2016). Half the number of people who have received the mail making purchases will signify the success of the marketing strategy. Shifting focus by the human Resources of Black Beans Cafe from the domain of efficient metrics can prove to be useful in evaluating the marketing strategies. It should focus on the aspect of business outcome so that it can calculate the progress made. Financial accounting system can help in measuring the performance in relation to the marketing strategies. Marketing Intelligence Marketing intelligence can help in the process of decision making and it is gathered by searching the environment. It can help in the process of market penetration and in relation to market development metrics. Focus groups helped in gaining insight into different kinds of coffee patrons. The focus groups helped in furnishing important information pertaining to decision making process of the customers (Ziliani and Ieva 2015). Sales force of Black Beans Cafe stands as representative of the organisation and they have maximum interaction with that of the end-customer so they will be able to furnish important information pertaining to the choice of the customer. They can offer realistic feedback in relation to the market. They can directly ask the customers regarding the areas that they think Black Beans Cafe should improve on in order to provide the customer with a pleasurable experience. Market survey carried out with the help of the sales force can help in gathering important informat ion (Gzquez-Abad, Martnez-Lpez and Snchez-Franco 2017). The channel partners of the business can also provide significant information regarding the marketing initiatives of Black Beans Cafe. The channel partners should be educated regarding the services offered by Black Beans Cafe that can help them in aligning with their business goal. They can also take part in the training that can help them in shedding light regarding the marketing activities of Black Beans Cafe. References: Alford, P. and Page, S.J., 2015. Marketing technology for adoption by small business.The Service Industries Journal,35(11-12), pp.655-669. Amsteus, M., Olsson, H. and Paulsson, R., 2015. The Scent of a Successful Venue:(In) Congruent Scent and Consumer Attitude towards a Caf.International Journal of Business and Social Science,6(5), pp.232-243. Chandra, Y., 2017. Social entrepreneurship as emancipatory work.Journal of Business Venturing,32(6), pp.657-673. Gzquez-Abad, J.C., Martnez-Lpez, F.J. and Snchez-Franco, M.J., 2017. 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