Description
University of Sunderland
MGT103 Understanding Markets Marketing
Assignment Brief 2024-25
Word count: 3000words
Submission Date: 30th September 2025
MGT103 Assessment Criteria
Upon successful completion of this assessment, students will be able to have demonstrated:
1. Demonstrate an understanding of the different components, approaches and processes of marketing and the application to an organisational context.
2. Examine and understand the customer engagement strategies used in contemporary organisations.
3. Demonstrate an understanding of the dynamics of the marketing environment and the implications on marketing decisions.
4. Demonstrate the ability to identify, gather and utilise information from a range of suitable/credible sources
MGT103 Task
You have been appointed to work in the marketing department of Flamingo. Flamingo is a regional health café based in Sunderland.
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 identify any external factors impacting 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 of Product, Services, Facilities o Location & Physical environment (Place) o Pricing approach o Promotion techniques
- Key Marketing Mix Recommendations
- Conclusion
- References
- Appendices (if applicable)
Solution
Evaluation of Flamingo Café’s Customer Engagement Strategy and Marketing Mix Recommendations
- Introduction
Flamingo Café is a regional health café based in Sunderland offering a growing health-conscious base of consumers healthy food and beverages. Given the growing global thrust on healthy eating and wellness, Flamingo Café has taken advantage of this niche market where people desire healthier lifestyle options. Yet, as more businesses answer to consumer demand for organic, vegan and specialty dietary offerings, the competition in this market has risen.
Despite being successful now, Flamingo Café is having some difficulties keeping its edge competitive as other cafés and food establishments are starting to use more effective customer engagement strategies to expand their market share. Flamingo Café is trying to improve its customer engagement methods and identify the competencies that the company has that can be used to build a unique and catching offer for the target audience.
In this report, Flamingo Café’s current customer engagement strategies are evaluated, and its marketing practices, operational approach and digital presence are examined to assess its effectiveness. The report utilizes established analytical frameworks such as PESTLE and 4P Marketing Mix to determine the border factors that shape the internal and external environment of the café. Moreover, it provides recommendations after assessing competitor strategies as well as market trends.
- Environmental Analysis
Refining the strategies and keeping the Flamingo Café in its competitive position in the regional health café market requires an understanding of the external factors conditioning the Café. The political, economic, social, technological, legal, and environmental factors affecting the café’s operations were analyzed within the PESTLE framework.
2.1 Political
The UK is generally supportive of health-conscious businesses like Flamingo Café. The “Better Health” campaign by the government is also to encourage people to make informed dietary and lifestyle choices. Second, these campaigns help health-oriented businesses indirectly by creating a more health-aware consumer base. Also, food and beverage businesses obtain tax breaks as well as grants for small businesses.
2.2 Economic
Consumer behaviour depends upon economic conditions. In the current economic climate in the UK, where inflation and elastic disposable incomes lead to less spending on high-cost health products, Flamingo Café faces a dual challenge: maintaining its quality standards while ensuring affordability for price-sensitive customers . However, Flamingo Café has an opportunity to attract customers by providing healthy, affordable meal options. The primary way to alleviate some of its target audience’s economic constraints would be to introduce value-for-money meal bundles, subscription plans, or discounts for regular customers.
2.3 Social
Social trends are the most significant driver of market potential in Flamingo Café. There’s an increase in awareness of health and wellness and an increase in people following specific diets, such as veganism, ketogenic, gluten-free, and so on. As the Flamingo Café brand aligns with becoming health-focused, this shift in the way consumers behave makes perfect sense. However, the café must develop a knack for responding to these trends by diversifying its menu to include unconventional and trendy options.
2.4 Technological
In the food and beverage industry, technology is a critical enabler in engaging the customer. By tapping into these advancements like mobile apps, Flamingo Café can offer greater convenience to customers by way of online ordering, delivery tracking and loyalty programs. Among these features is the fact that it makes operations simpler and magnifies the overall customer experience. A second vital tool for selling the offerings and keeping in touch with the audience is social media platforms. With content strategy ideas of sharing recipes, hosting live cooking demos, and even customer testimonials, Flamingo Café could create an online community.
2.5 Legal
The business operates in a very regulated industry with regard to food safety and labelling standards being centrally important. These regulations are adhered to for the reasons that not only do they ensure the safety of the customers but also protect the café’s reputation. Being a restaurant, Flamingo Café must constantly be updated with their practices in order to meet changes in legalities as much as they can for allergen labelling and nutritional transparency. Environmental regulation is also becoming more stringent. Adopting eco-friendly practices like reducing single-use plastics, using biodegradable packaging, and participating in waste reduction programmes will give Flamingo Café a competitive advantage.
2.6 Environmental
As consumers become more environmentally conscious, numerous people are searching for businesses aligned with their values. Flamingo Café can aptly become an environmentally friendly brand and introduce sustainability projects. For example, if the café began to source locally produced ingredients, this would not only help cut down on the café’s carbon footprint but also help build up the local economy. Also, creative use of surplus ingredients when making food or donating unsold items to local charities may improve the café’s brand image by minimising food waste.
- Customer Engagement Analysis
Flamingo Café’s business strategy is heavily reliant on customer engagement. As a health-focused cafe, it is able to connect with its audience both in-store and online while reinforcing loyalty and repeat business. The present section assesses Flamingo Café’s current engagement based on its strengths, drawbacks, and possibilities for improvement.
3.1 Current Practices
Flamingo Café employs a variety of customer engagement methods designed to enhance the customer experience and build lasting relationships. These include:
- In-store experience: The physical locations of Flamingo Café are designed thoughtfully to be welcoming places. This café has comfortable seating, relaxing interiors and a health oriented messaging, which makes the customers relax and associate with its brand values………………………
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