Marketing Fundamentals

Business Background

Culture bean cafe is an attractive local hangout place set up in Kogarah, Sydney in 2013. It is considered a perfect spot located in front of Kogarah hospital. The business acquires a well-developed identity operating in the cafe and restaurant industry with an overall rating of 4.3 stars. Youngsters called it a heaven for healthy eating including casual breakfast, brunch, or daytime eating. Though the place is small but consists of both indoor and outdoor seating facilities. The atmosphere and location of the place are suitable for people working in nearby workplaces and for youngsters also (Facebook, 2019). The business is operating with minimum personnel but delivers efficient service to its customers. The interior of the cafe is attractive with a vintage theme and red accents. 

4P’s Framework

Product 

The product mix of the marketing analysis focuses on the services and innovation incorporated by the business into practice. The culture cafe constantly brings creativity and innovation in its product to develop effectively in the beverage and food industry. The menu of culture bean consists of attractive options to satisfy all dietary constraints from vegetarian to vegan and also to satisfy the carnivores. The cafe menu is subdivided into three parts- hot, cold, and regular dishes. The Acai bowl is the most lovable dish café is famous for. Coffee, culture burger, shakshuka are some variants of the menu to represent Culture Bean- a favorite place for localized.

Price 

The cafe operates with the objective of average pricing, thus, the cost is worth the product it delivers. The price for a casual breakfast of two people at the cafe is about $40 approx. which may include 2 However, the price may differ based on the quantity and ordered items. For example, the famous Acai Bowl costs $15, Culture Burger costs $18, and Shakshuka is available for $17.

Promotion

The promotion mix strategy used to advertise information about the services and uniqueness cafe is incorporated with. Social media sites such as Facebook and Instagram are the source of the basic adopted by the cafe to promote its products and services. Interpersonal relationships and communications are also helpful for the group (Ture local, 2016). Additional promotional tactics like word of mouth marketing, sales promotion, developing public relations, etc. are the zero investment strategies helpful for the cafe.

Place 

Culture bean cafe is operating on both offline and online stations. The offline location at which the cafe is set up is so much favourable for its development. The hospital in front of the cafe contributed a lot to its capital. Moreover, the suburbs are also equipped with multiple banks and commercial sectors, which is an additional benefit for the cafe. However, the café does not have its online app but it uses Zomato online delivery app for reaching its customers in different locations.

Competitor Analysis

The culture bean café is situated in the suburban area of Kogarah, Sydney. There are several numbers of cafés and restaurants are located in nearby areas. 

Direct Competitors

The Macchina on Perry Café is the chief competitor for culture bean café as both the cafes are received the same ratings by customers. The Macchina café consists special menu of Asian dishes and famous for its burgers. The pricing list of both the cafes is almost similar but the Machhina has the dining facilities and quite large as compared to Culture Bean in space. Hence, the Macchina on Perry gives tough competition when it comes to space and Asian food lovers at the place (The Urban list, 2017). 

Indirect Competitors 

The restaurants providing 24/7 services with minimum prices act as indirect competitors for the café. The hospital and bank staff may prefer to go for the foods which are pocket friendly for them and hence this preference affects the café’s business. However, the competition is not as tough because these restaurants do not have similar fan bases that Culture Bean famous dishes have. 

SWOT Analysis

Internal strengths

Internal weaknesses

  • The Famous Acai Bowl of Culture Bean is its biggest strength being a customized dish that is difficult to imitate. 

  • The vintage theme with wooden furniture attracts the customers. 

  • The average pricing and word-of-mouth promotional strategies benefitted in the organization’s development. 

· Congested and overcrowded seating place.

· Limited opening hours.

· Lack of dining facilities.

(Sarsby, 2016)

External opportunities

External threats

  • Product diversification for development
  • Setting up franchises in different locations.
  • Online delivering fast food services in the market. 

· Product and theme imitation

· Lower prices offered by other cafes.

· Increasing online ordering services.

References for Culture Bean Cafe Analysis

Facebook. (2019). Culture Bean Café. Retrieved from https://facebook.com/pages/Culture-Bean/470790426368377

Sarsby, A. (2016). SWOT analysis. Lulu. com.

The Urban List. (2017). Culture Bean. Retrieved from https://www.theurbanlist.com/sydney/directory/culture-bean

Ture local. (2016). Culture Bean Cafe. Retrieved from https://www.truelocal.com.au/business/culture-bean-cafe/kogarah

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