Role of Marketing Consultant
Marketing consultant is a skilled person who analysis a particular place to know what motivates customers and help put strategies in place to enhance customer adaptation to the product or services (Mary & Jane, 2011). A consultant in this case of opening a new café, I should help the owners in selecting and promoting new products or assist with any other relevant information for its success. One of the major roles of the consultant is to work within a client’s budget to come up with marketing approaches and also assist owners in achieving desired sales goals (Karel, 2011). The report, therefore, outlines factors that owners should consider when opening of the new café.
Happy espresso on queen is one of the largest coffee and food beverage providers in the world. This café has attracted many customers both locally and internationally. One of the environmental factors that influence business success is social class. These factors affect business operation since it controls value system of the people. These factors include customers’ wealth and income, customs and cost structure. For example, peoples’ demand can affect the kind of product managers should offer to people. These demands can be due to fashion, people’s attitudes or cultural beliefs. According to Karel (2011), the code of conduct that should be followed by a business is determined by socio-environment factors.
Another environmental factor that affects the situation of a business is surrounding infrastructure (Wolfigang, 2014). In this plan, the management should ensure that the area is developed and the area has favorable demographic characteristics to ensure the products keeps moving. The place should also be accessible to people. The more developed the place the better for business success. Before implementing any business policy, managers should understand the business environment because it determines the success failure or success of their investment (Daniela, 2012).
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Macro Environment |
Trends |
The implication for the Business |
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Legal |
This is where the government sets laws to be followed by any business which may affect its operation. For example, a government can state that there should be no discrimination when recruiting employees. legal factors keep fluctuating due to introduction if new government regimes |
This has a negative impact on the business operations because managers spend a lot of time and money in looking for ideal candidates for their work from different backgrounds. |
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Social/Cultural |
These can be factors like how people view wealth and income or cost structure and can be brought about by fashion or cultural beliefs. In this area, social and cultural factors have not indicated major changes for some years and therefore means that they favor investment in the region. |
These factors can lead to high or low demand of products and services a business is offering. Social and cultural are important factors to look at before starting a business because they determine its failure or success |
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Competitor 1 (cupcake Royale) |
Competitor 2 (O Q coffee company) |
Competitor 3 (curator espresso bar) |
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Target Market |
Local and national brides getting married |
Coffee shop lovers, speciality whole bean buyers, and coffee drinkers. |
Coffee lovers and drinkers. |
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Product |
Wedding cakes |
Coffee roaster, original coffee |
Cold brew coffee |
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Price |
Ranges between $6.00 to 20$ |
Ranges between $ 1 to 10$ |
Ranges between $2 and 10$ |
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Position (Location) |
Located in a populated area with loyal customers |
Located in a building where most people hold meetings after office hours. |
Located within the CBD so it attracts many customers. |
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Promotions |
Uses posts and formal education to reach their customers. |
Do promotions on their media sites and also use posters. |
Uses media platforms and also formal education |
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Attack / Avoid |
Avoid irrelevant products which may make them lose customers |
Avoids products not friendly to the users |
Any irrelevant information not suitable for business success |
According to Ronald (2015), marketing objectives should be specific, measurable, achievable, realistic and time-bound. For this business to achieve high sales, one of the objectives they should put in place is to increase its sales by a certain percentage after every year. They can also decide to give discounts to customers who buy products in bulk. This can help in attracting more customers and retaining them. They can also launch new products in order to meet the ever-changing needs of the customers.
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Segmentation Variable |
Segmentation Details. |
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Demographic |
These are various characters that can be used to determine product preferences and buying power of customers. These may include age, gender, income, and employment status. For this business, it is good to target customers with similar demographics for huge sales. |
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Geographic |
These variables give the characteristics of a place apart from its location. This includes regions or neighborhood of the customers. It helps in identifying region, city size, and destinies. |
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Psychographic |
These are attributes related to people’s interest, lifestyle, attitudes, and personality. For this company, it is crucial to ensure the features of its products matches the lifestyles of its targeted consumers. |
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Behavioral |
This is customer’s knowledge, attitude, and usage of a particular product. Knowing customers behavior towards a particular product can help in knowing market segments. |
According to Sinee (2012), one of the ways a company should use to locate its product and make it well known to users is by positioning them by attributes. This helps the customer to make sound decisions concerning where to purchase products from (Rahul, 2018).To succeed in conducting business in this region, this company should position itself as a premier organization that is dedicated to ensuring consumers attain the value for their money through offering high quality products. One of the advantages of using this kind of position is that consumers in this region like attaining products and services from areas business which give them satisfaction and also those that make them to feel their money has been well utilized through attaining high quality products or services.
Environmental Factors
Product
About the product, after evaluating the social environment factors the market consultant was able to know the preferred customers’ needs and what they like most. This information is crucial because it can play a crucial role in helping the business to come up with strategies which can lead to customer loyalty. The product should be of high quality to ensure the customer attains full satisfaction.
Price
The managers should charge fair prices to their products. The prices should not be slightly low or high such that the affect them in profit making or increase customers spending. This is because if the customer spending increase they can shift to another café with friendly prices (Dusan, 2013. They should charge prices which are slightly low from that of the competitors.
Place
The location of the business is friendly because it is situated near manufacturers who are able to provide products on time. The region has many people who prefer taking meals in cafes especially as one of the ways of killing the boredom of taking foods from their homes. The place also have many travelers who take foods from cafes and therefore this means the region gives the business an opportunity to grow.
Promotion
The management should organize campaign awareness of their product to explain to the customers about the products that the business offers. According to (Wolfigang, 2014), social media has been one of the effective promotional tool and therefore this business should use various social media platforms such as Facebook to advertise its products. It should also make use TVs and Radio because most of the people in this region attain information through these platforms. These promotions are important because they help a business outdo its competitors (Karel, 2011).
Physical evidence
The marketer should give tangible evidence to the consumers about the product because most customers rely on those physical clues to evaluate a product before using it (Dusan, 2013). This should include giving a physical prove that its products are of high quality and gives full satisfaction as compared to those of competitors.
People
People, in this case people are important to this business because they greatly determine the success of this investment. The marketer should talk to people about the products they intend to provide and get to know their views about them. Through this the owners will be able to know what the target customers like or dislike.
References
Daniela, l. (2012). Entrepreneurial Marketing: A New Approach for Challenging Times. Management & Marketing, 7(1), 23-30
Dusan, P. (2013). Marketing and Marketing Communication in SMEs. European Research Studies, 16(4), 54-65
Karel, H. (2011). Marketing Management and Marketing Controlling of SMEs. European Research Studies, 14(4), 56-67
Mary, M & Jane, R. (2011). Marketing Occupational Therapy: Everybody’s Business. British Journal of Occupational Therapy, 74(8), 76-89
Rahul, G. (2018). Marketing – A Critical Text Book. South Asian Journal of Management, 25(1), 34-45
Ronald, B. (2015). Marketing Channel Integration -A Review of Current Debates. Advances in Management, 8(5), 90-98
Sinee, S. (2012). Marketing Strategy of Imported Beers before Liquor Liberalization. International Journal of Marketing Studies, 4(3), 54-57
Wolfigang, G. (2014). Marketing and the Common Good: Essays from Notre Dame on Societal Impact. Journal of Markets & Morality, 17(1), 65-70
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