Marketing Report: Perry’s Cafe Managing Consumer Markets

Student Number: 12806632

Hyounggyun Baek
Subject Code: BU1108
Lecturer/Tutor: Wendy Ackland
Due Date: Friday 18 October, 5pm

TABLE OF CONTENTS Page
Executive summary ii
1. Introduction ……………………………………...……………………………………...……………………………… 1
2. Situation analysis……………………………………...……………………………………...………………………. 1
2.1 Description of “live case’ firm ………………………...………………………………………… 1
2.2 Marketing environment ………………………...…………………………………………………. 2
2.3 Target market, Strategy and Positioning………………………...…………………………. 3
3. Reflection on blog postings……………………………………...……………………………………...………… 3
4. Evaluation of the ‘Live Case’ Internal Marketing Environment………………….…………………. 4
4.1 Marketing Elements………………….………………….………………….…………………………. 6
5. Conclusions ……………………………………...……………………………………...……………………………….. 7
6. List of references ……………………………………...……………………………………...………………………. 8
7. List of tables & List of figures………………….………………….………………….………………………….. 9 Table 1 - Age by sex Profile .………..…………………………………………………………………… 9 Figure 1- Perception Map …………………..…………………………………………………………… 9

Executive summary
The report enclosed pertains to Perry’s café, which is located in Cairns, Queensland. The main purpose of the report is to evaluate the service product ‘live case’ experience in marketing context. Internal and external factors were analyzed, In order to reach to these goals.
The comparative environment was the identified problem, with the main reason of existing ‘Local & Brand Coffee shops’ down the street and along the esplanade. There could be a noted sales fall upon its competitors. The location of Perry’s café is a prime corner spot, and its product is at par with its competitors. Perry’s products are slightly higher than their competitors. However, the café has a product advantage with their higher quality and variety. 27 brewed flavours of in comparison with competitors’ 12 flavours.
This increase in sales is possible because there is already a loyal clientele base at the café, and the Perry’s café premium coffee will attract coffee connoisseurs. It is also located in an area well known for its Art Gallery that brings costumers in.
Relating to the above demand trends, two alternatives were devised. One is to promote and sell catering services for social and business events. This service, if promoted properly, gives Perry’s Café the opportunity to compete the existing market and in turn increase annual sales. The final strategy would be to refurnish the café with new comfortable chairs and wooden tables. Customers rate the store comfort and atmosphere as very important and, as seen by MacDonald, there was an increase of 25% in sales after the store was newly renovated.
The recommended strategy is to provide superior customer service. This would help more strongly building a relationship with the customer. This is the most cost effective strategy and the one that could generate the highest sales increase out of the three methods. In today’s competitive marketplace customer service is crucial. Quite simply, customers are our business and lost sales through poor service means we will lose revenue.

1. Introduction
This report investigates the existing market environment and examines the service product ‘live case’ experience in marketing context. A brief history of Perry’s café and situation analysis is initially outlined. The discussion then focuses on the reflection and limitations of the elements (7P’s) of marketing: Product/Service, People, Physical Evidence, Processes, Price, Place, Promotion, Sustainable Marketing. The