1. Situational Analysis
Our initial endeavour is to consider factors which, when evaluated, can give the business a strategic marketing advantage. The first step to attaining strategic marketing advantage is the analysis of the business’s strategic situation. Relevant strategic forces, including organisational, market, competitive and environmental factors are identified through situational analysis (Cravens 1988). Reflecting on these points leads us to detail the following considerations.
1.1. Current Marketing Situation
Bad Apples Bar has been operating for nearly one year. This boutique style operation has a premium product range which is attracting increased patronage for the experience that the venue and service provides. Marketing is …show more content…
Due to the business location being a midway point between Fremantle and Perth, via Canning Highway, it has been established that customers are targeting the venue as a central meeting point.
1.2. Product
Bad Apples Bar has introduced the Dragonfly Coffee line of premium coffee. The Dragonfly product is a direct market source line of high end production beans grown in environmentally harmonious micro lots at altitudes of over five thousand feet. It is a Fair Trade sourced product. The tasting notes describe the product as something that we believe compliments our premium line of wine and adds to the style of the venue experience.
[a] perfectly balanced yet buoyant acidity followed by tones of sweet tropical fruits of guava, mango and peach with a rich range of floral aromatic including notes of lavender, lily and lilac. A subtle cacao nib like lead into a smooth lasting finish (Anon. n.d.).
1.3. Competition
Figure 1 – Competitor Location Map Source : Google …show more content…
C15 and Sensations en Ardross (sic) are potential high end competitors as they have been noted to trial high end Nicaraguan blends on occasions but have reverted to lower quality Brazilian varieties in the past year.
1.4. Distribution
The Dragonfly Coffee Roasters line of premium blends is a direct market product sourced through the Fair Trade market. This benefits the producers and through a direct relationship the retailer, Bad Apples Bar, is able to provide feedback to the growers on the consumer response to the micro lot varieties being produced. The Fair Trade model is designed to circumvent the perceived injustice of the global coffee supply market in order to empower the previously marginalised producers and provide a greater equity benefit to them. The relationship is leveraged to keep costs down by removing intermediaries from the supply chain (MacDonald
Our initial endeavour is to consider factors which, when evaluated, can give the business a strategic marketing advantage. The first step to attaining strategic marketing advantage is the analysis of the business’s strategic situation. Relevant strategic forces, including organisational, market, competitive and environmental factors are identified through situational analysis (Cravens 1988). Reflecting on these points leads us to detail the following considerations.
1.1. Current Marketing Situation
Bad Apples Bar has been operating for nearly one year. This boutique style operation has a premium product range which is attracting increased patronage for the experience that the venue and service provides. Marketing is …show more content…
Due to the business location being a midway point between Fremantle and Perth, via Canning Highway, it has been established that customers are targeting the venue as a central meeting point.
1.2. Product
Bad Apples Bar has introduced the Dragonfly Coffee line of premium coffee. The Dragonfly product is a direct market source line of high end production beans grown in environmentally harmonious micro lots at altitudes of over five thousand feet. It is a Fair Trade sourced product. The tasting notes describe the product as something that we believe compliments our premium line of wine and adds to the style of the venue experience.
[a] perfectly balanced yet buoyant acidity followed by tones of sweet tropical fruits of guava, mango and peach with a rich range of floral aromatic including notes of lavender, lily and lilac. A subtle cacao nib like lead into a smooth lasting finish (Anon. n.d.).
1.3. Competition
Figure 1 – Competitor Location Map Source : Google …show more content…
C15 and Sensations en Ardross (sic) are potential high end competitors as they have been noted to trial high end Nicaraguan blends on occasions but have reverted to lower quality Brazilian varieties in the past year.
1.4. Distribution
The Dragonfly Coffee Roasters line of premium blends is a direct market product sourced through the Fair Trade market. This benefits the producers and through a direct relationship the retailer, Bad Apples Bar, is able to provide feedback to the growers on the consumer response to the micro lot varieties being produced. The Fair Trade model is designed to circumvent the perceived injustice of the global coffee supply market in order to empower the previously marginalised producers and provide a greater equity benefit to them. The relationship is leveraged to keep costs down by removing intermediaries from the supply chain (MacDonald