MMK101 - Marketing Fundamentals - Management Assignment Help

Assignment Task

The assumed audience for the marketing plan is the management board of Koffee Kult Coffee Roaster’s company in the United States, therefore it is expected that your marketing plan is written and presented in a professional manner.

Koffee Kult Coffee Roasters are a premium coffee bean roaster which sell various arabica coffee beans (amongst other products such as assorted gifts and Tea). While Koffee Kult does has an in-house café and sell some other products, for the purpose of this assignment, focus on the coffee bean product only. Koffee Kult Coffee Roasters was founded in 2010 under a different name (Center Stage) and was a hobby for their founder. However, with more family and friends asking for freshly roasted coffee beans, this paved the way for ecommerce development (koffeekult, 2021). With online sales through Amazon growing rapidly, Koffee Kult Coffee Roasters acquired a competitor to increase output capacity and by 2016 had purchased a larger block of land for production, complete with an in-house retail area (koffeekult, 2021). Koffee Kult Coffee Roasters now boast 14 employees and was acknowledges by TrendSpotter as one of the top 20 coffee brands in the world (Linde, 2021).

Assignment Objectives

1. Analyse the coffee and hot drink industry in Australia.

2. Identify a primary target market and develop a consumer persona using relevant segmentation variables for the Koffee Kult Coffee Roasters brand in the Australian market.

3. Determine Koffee Kult Coffee Roasters competitive advantage (differentiation) and develop a positioning strategy.

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