MARKETING ASPECTS

Marketing aspects has a lot of factors, it consist of target market which is the
primary and secondary market. The other one is market area which has vast
impact in putting up a business, and it needs to scrutinize wherein the area are
accessible of the customer. It includes the market share, market segmentation
and marketing mix which stand in 4P´s: Product, Price, Place and Promotion.

It also includes the Strategic marketing plan and the last is the SWOT analysis.
SWOT is the Strength, Weakness, Opportunities and Threats of the business.
Through the SWOT analysis it would determine on how to overcome the threats
and weakness of the company. Marketing is a philosophy whose main focus is
providing customer satisfaction. As a business entity, The sweat treat café use
marketing activities, set of institutions and process for creating, communicating,
delivering and exchanging offerings those have value for customers, clients,
partners, and society at large including all the activities that help business reach
the target market effectively. The company conducts its promotion activities
through tarpaulins, flyers and creating Facebook page for customer reservation.
TARGET MARKET

Target Marketing involves breaking a market into segments and then

Concentrating your marketing efforts on one or a few key segments. It can be the

key to attracting new business and making your small business' a success.

The sweet treat café target market is based on geographic location. It aims to

serve the Student of Niño Jesus House of Studies Inc. Arellano University and
Pasig catholic college along with the visitor of nearby hospital and also the
resident of Hampton Gardens in C. Raymundo Ave.pasig city. Whose population
is around 0000 in NJHS,0000 AU 00000, PCC 00000 Hospital 0000 and also
with resident nearby.

The main target of The sweet treat café are the student of nearby college and
universities as well as Visitor of nearby hospital including nurses and doctors.

The Secondary target market are travellers and nearby resident.

MARKET SHARE

Market share is a percentage of an industry of market´s total sales that is

Earned by a particular company over a specific time period. Market share is

calculated by taking the company’s sales over the period and dividing it by the

total sales of the industry over the same period. This metric is used to give a

General idea of the size of a company to its market and its competitors. Since

The sweet treat café is new in the market it is expected to gain only 15% of the
market share.

Figure 1. Market Share sample only we discuss it during formal forum

market share

The Sweet treat café

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MARKET SEGMENTATION

Market segmentation is a marketing strategy which involves dividing a

broad target market into subsets of consumers, businesses or countries that

have or are perceived to have common needs, interests and priorities and then

designing and implementing strategies to target them. Market segmentation

strategies are generally used to identify and further define the target customers

and provide supporting data for marketing plan elements such as positioning to

achieve certain marketing plan objectives. Business may develop product

differentiation strategies or an undifferentiated approach, involving specific

products or product lines depending on the specific demand and attributes of the

target segment.

DESCRIPTION OF MARKET AREA

One of the major factors that will affect the demand of the product and

Services is the proper positioning of the business establishments. It must be

located in an area where most of the customers are accessible and that it must

be within the target market area.

The proponent chooses the market location because it is near to our target
market

In today’s state, Hampton is one of the highly urbanized barangay in

Pasig City, as assumed it will be visible and parallel to newly potential

Customers. The location is also just across Highway and is

Easily to access by customers.

MARKETING MIX

The marketing mix is a business tool used in marketing and by marketers.

The marketing mix is often crucial when determining a product or brand´s offer,

And is offer associated with the four P´s: price, product, promotion and place.

PRODUCT

The café will launch new products through social media and offer its customers
the best tasting Pastries coffee beverages in the area. This will be achieved by
using high quality ingredients and strictly following preparation guidelines

The sweet treat café will provide quality service that the costumer will be satisfied
and happy in leaving the establishment.

PLACE

The sweet treat café is strategically located at Hampton Gardens in C.

Raymundo Ave pasig city The proponents choose the

Location because of its growing population. In today’s state Hampton Gardens in

C. Raymundo Av is one of the highly urbanized Barangay Pasig city, assumed it
is visible and parallel to newly potential customers.

.
PROMOTION

Promotion is a form of corporate communication that uses various

Methods to reach a targeted audience with a certain message in order to achieve

Specific organizational objectives. The sweet treat café conducts its promotion

Activities through tarpaulins, flyers, and creating Facebook page for customer

Reservation. Furthermore, the cumulative function of the company is to

communicate, satisfy and creates value to the customer.

PRICE

The café will have its products at a low price with quality ingredients consistently to
maintain the loyalty of our customers pricing will be in a medium basis, meaning it is
between a lower and higher price. It will be offer at a reasonable price especially to the
student.
 Strategic Marketing Plan

In today’s very competitive marketplace strategy that insures a

consistent approach to offer our product or services in a way that outsell the

other competitors is very critical. However, in concern with defining the market

strategy it must also have a well define mythology for the day to day process of

implementing it. In the process of creating marketing strategy there are many

factors that should be considered. Each strategy must address into some unique

Consideration, it is not reasonable to identify every important factor at a generic

level.

Marketing Objectives

To ensure that the service will be promoted well.

To guarantee that the chosen promotional campaigns will not only benefit the

Company but also the customers that will chose to dine in our shop.

Cost Leadership Strategy

A cost leadership strategy is exactly that involves being the leader in terms

of cost in your industry or markets. Simply being among the lowest-cost

Producers is not good enough. As we leave ourselves wide open to attack by

Other low-cost producers who may undercut your price and therefore block our

attempts to increase market share.

Advertising Strategy

An advertising strategy is a plan to reach and persuade a customer to buy

a product or service. This strategy when built is rational and intelligent manner

will reflect other business considerations and objective as well. Today, most

advertising strategy focuses on:

Promote awareness and establish or modify a business image.

 Stimulates sales directly and attract competitor´s customers.

The sweet treat café creates more value about building effective profitable

Customer relationship to reach valuable customer. It also provides the

enhancement to used tarpaulins and flyers in order for the customers to

recognize our café and to prove to the customers that our business exists.

Product Strategy

The café will launch new products through social media and offer its customers the best
tasting Pastries coffee beverages in the area. This will be achieved by using high quality
ingredients and strictly following preparation guidelines. The store layout, menu listings
and marketing activities will be focused on maximizing the sales or higher margin
espresso drinks. Along with different kind of pastries. Sweet Treats Café shop will also
offer its clients pastries, small salads and sandwiches.

Pricing Strategy

The café will have its products at a low price with quality ingredients consistently to
maintain the loyalty of our customers pricing will be in a medium basis, meaning it is
between a lower and higher price. It will be offer at a reasonable price especially to the
student. Primarily utilizes coupons and discounts because we believe that the most
valuable customers demographic of daily coffee consumers are influence by discount
programs or coupon especially students. Compared to our competitors Sweet Treats
Café comparably priced By offering a wide selection of both regular and gourmet coffee,
we believe that Sweet Treats Café prices can appeal to even the most price sensitive
consumers.
Customer Service Strategy

Tie up with the university as a marketing tool to promote our product in the future. Many
services are involving both actions of employees and customers, which is essentially
showed in the case of Sweet Treats Café. Strategically, service personnel are important
source of product differentiation. It is often challenging for café to differentiate itself from
similar business in benefit bundles it offers or delivery system. Sweet Treats Café
recognized this problem. The strategies of Sweet Treats Café are offering customers
with the friendly service. For instance, Sweet Treats Café treat their employees as their
partner rather than employees. They provide their partner with three months training,
which educate them with the basic knowledge of Sweet Treats Café services skills and
culture. The promotion training is also offered for staff self-development. The
management will record the names of their customers, personalized their service and
offer the service individually.

In Sweet Treats Café case, customers have to stay in the actual process of production
in order to receive service, so their behavior and their reaction for the service encounter
will play important role. The nature of these interactions strongly influences the
customer’s perception of service quality.

Process strategy

Process refers to the procedures or processes that are developed to ensure the
customer has a positive and memorable experience. When marketing products:

Products are manufactured or purchased on time.

Products deliver the required quality and performance levels.

Sufficient stock is on hand to meet customer demand.

Products reach the customer in a timely manner.

Products reach the customers in good condition.

The paperwork is accurate and timely.

When marketing services:

Staff and trainees are available to perform the service when and where required.

Staff and trainees provide the service to the required performance level.

Sufficient staff and trainees are available to perform the service.

Customer Strategy

Through insight into customer need, values and behavior. We create

consistent, relevant and respectful experience that engages prospects to

customer. Here are the following strategies of The sweet treat café

 We develop a framework to priorities the customer´s need once they come to

Our shop.

 To give discounts to customers who come in more that thrice a month for the

Whole month.

SWOT ANALYSIS

Strengths Weaknesses
Offer quality services Lack of capitalization
Skilled & Motivated workers New to the Market
Competitive Price Limited Manpower
Best tasting coffee and pastries
in affordable price
Opportunities Threats
Give variety of choices to Customers Preferences
costumer ow demand due to existing
Opportunity to expand competitors