Understanding the positioning of Mrs. Higgins in the target market will need to be conducted as a three step process. Firstly, a competitor profile of Mrs. Higgins is presented. The competitor profile is presented in order to understand how the position of Mrs. Higgins is threatened in the market. The competitor profile attempts to show what form of threat exists for the company, and why it is necessary for Mrs. Higgins to strategize by newer service offerings and have marketing to back it up. Secondly the positioning of Mrs. Higgins is understood directly from a concept test and finding that is conducted with customers of Mrs. Higgins. This concept test and finding will further help in understanding the form of demographic preference given to Mrs. Higgins, and also if people are satisfied with Mrs. Higgins in general. The questions are also so framed to understand whether consumer would be attracted towards a coffee/tea style setting where cookies would be served. Finally based on competitor profile, the concept test findings and also secondary data available on the company online a SWOT analysis is conducted and the current positioning and state of the company is reported.
The Roy Morgan research study conducted on the bakery, snack and café style restaurants indicate that an average of 52 percent of people would visit the place, of this overall percentage, a majority are women. Women participants in the age group of 52.6 percent, 45.6 percent and more are seen to be present in this demographics. Similarly, in terms of the percentage that consumed cake and bakery products once again the major percentage was women.
Now considering the marketing advocacy that is being made for Mrs. Higgins, according to Roy Morgan research, 64.3% female respondents whose age between 35 and 49, had been to cafe for a tea or coffee last three months. Similarly, the research also presents that individuals might have visited the café from 12pm to 4 pm (Roy Morgan,2014). However, the people, especially women who bought a cookie in a shop is seen to be less. Now in terms of market analysis, this is hence a threat for the businesses such as that of Mrs. Higgins. However, the information could also be used as a strategic advantage for Mrs. Higgins, if Mrs. Higgins considers combining serving tea with cookies as a way to offset the sales issues.