CIBO Espresso is a string of franchise coffee shops operating predominantly

in South Australia. Focusing its brand on authentic italian quality coffee and

light pastries, CIBO Espresso opened its first store in Adelaide in $2000.$ Since

then, it now operates almost $20$ stores in South Australia

Retail Zoo has recently sent out an opportunity to students, with interested

student marketing consultants asked to provide a written proposal answering

the following questions:

$1.$ Considering the suggested market $($student$-$suggested Australian state$)$ for expansion, identify the appropriate target

audience to promote the new CIBO Espresso offering to using target

audience strategies discussed in class. The target audience must be

explained using segmentation variables.

$2.$ Propose product and services that would be offered to appeal to the

suggested target audience.

$3.$ Nominate competitive strategies that will be appropriate for the

Brand.

$4.$ Nominate media and advertising channels that will be appropriate to

attract the suggested target audience.

$5.$ What social responsibility and ethical concerns must the brand pay

attention to sustainable development?

Sources:

CIBO Espresso $(2024)$ About, viewed $9$ January $2024$