Assignment Case

This report has presented an analysis about the nominated client Market lane coffee - a specialty coffee store in Melbourne. The report is consisted of two parts respectively focusing on identifying marketing communication issues and offering appropriate recommendations.

Part A has presented a comprehensive interpretation about Market Lane coffee’s key attributes and the strategies that the organisation adopted in commencing its marketing communications. After comparing with selected competitors in the local area in many different aspects, we find that Market Lane Coffee has great potential to perform better despite its current situation. In physical marketing communication, the biggest barrier it has encountered is the lack of brand awareness. In electronic marketing communication, by evaluating its website matrix table, we have identified issues such as less popularity and poor interactive experience. Most importantly, it has not integrated all marketing communication strategies together.

Part B of this report focuses on resolving the issues identified for Market Lane Coffee in part A. It is aiming to maintain the unique features of Market Lane Coffee and improve its integrated marketing strategies and achieve a better sales performance and brand awareness.

Comparing the performance of Market Lane Coffee using weighted matrices shows that the overall scores of the company is indeed worrying. Results indicate that Market Lane Coffee can still improve its integrated marketing strategies both online and offline to achieve better outcomes.

The result of the study is to provide recommendations to Market Lane Coffee include changes to advertising approaches, public relations, adapting to social media, and developing loyalty programs. Major ideas include:

• Focus on advertising in the local newspapers such as mX due to the locations of the coffee stores.

• Sponsoring