Understanding Markets and Marketing: Customer Engagement Analysis

You have been appointed to work in the marketing department of Flamingo. Flamingo is a regional health café based in Sunderland. https://flamingobarandcafe.com/.

The first task the senior management team have given you is to undertake an evaluation of the organisation’s customer engagement strategy. They are particularly interested in exploring the current customer value approaches and identifying their competitive market position.

As such you have been asked to evaluate the organisation’s current customer groups and competitors as well as identifying any external factors impacting upon the venue. Using suitable research, you must evaluate the above factors and then identify suitable marketing mix strategies to move the business forward.

Alternatively, you can choose an organisation of your choice, other than Flamingo, but you must communicate this to your module leader and/or tutor.

Suggested Structure

Introduction
Environmental Analysis
Customer Engagement Analysis
Competitor Strategy Analysis
Evaluation of Marketing Practice – using a 4P Framework
Key Marketing Mix Recommendations
Conclusion
References
Appendices (if applicable)

The report must be fully Harvard referenced and make use of appendices material where appropriate.

Expert Answers on Above Marketing Analysis

Introduction

The organisation selected for analysing its customer engagement strategy, market position and marketing mix is Flamingo. It is a regional health cafe based in Sunderland that mainly targets health conscious customers.

Environmental analysis

Application of PESTLE strategic analysis tool indicates that the economic pressure is significant that affects the discretionary spending of people. The social trends are favourable in terms of consuming health conscious food and the role of technology is significant in supporting the social media and delivery apps. The local factors indicate that there is high competition from independent cafes and chains in the market.

Customer engagement analysis

The customer profile of the company indicates that it includes students, young professionals and health focussed locals. The role of social media and in store experience is crucial in facilitating positive engagement, and the use of loyalty programs also increases the repeat customers to the cafe.

Competitive strategy analysis

The competitors in the market differentiates using pricing, convenience and brand recognition. The main success criteria of a cafe chain is to achieve economy of scale and promote expensively whereas independent Cafe operators compete on authenticity. For Flamingo, it can focus on quality, health positioning and ambience in targeting its customers.

Evaluation of marketing practices

The 4P analysis suggests that the product strategy of Flamingo is to provide healthy food and beverages while the pricing strategy is to charge premium pricing to attract health conscious customers. The place strategy is to offer physical location and also the online mode while the promotion is undertaken through social media but it lacks structured campaigns.

Marketing mix recommendations

It is recommended to introduce a digital loyalty scheme, and strengthen its partnerships with local gyms and universities. The company also needs to make targeted social media promotions and campaigns, and also focus on improving its menu by innovating new offerings to broaden its appeal.

This model answer is reviewed by Laura Bennett, digital marketing expert with masters in management.
Disclaimer: This answer is a model for study and reference purposes only. Use it for your learning to do your assignment on your own. Please do not submit it as your own work.

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Marketing reports are technical as they require the application of strategic analytical tools to perform a thorough analysis of the market situation. The model answers above on marketing strategy of Flamingo give you a brief outline, and still if you need in-depth analysis, connect with our report writers in the UK to get personalised assistance with your marketing research report.