Situation: Billie Eilish is your long$-$term client who owns a vintage clothing store. Her primary target market are sustainably minded consumers. Recently, Billie has decided to increase her offerings, selling plant$-$based sustainable barista made coffee instore. While this is a new offering, Billie hopes this might make her current consumers spend more time, and more money, in store. However, she is interested to know how she could grow her brand in the future. Billie is in the final stages of launching her new plant$-$based coffees. Billie$$s next task is to understand the consumer behaviour of her customers across her product offerings. Overall, Billie explains to you that she wants to deepen her understanding of her marketing strategy and customers, so she can ensure she is marketing effectively.

Question:

First, provide a definition of marketing strategy.

Then, using course theories and concepts, fully explain the theory evident in the scenario, and the strategy Billie$$s business is currently undertaking.

Next, discuss the other strategic avenues Billie could undertake, providing examples to illustrate your points.

Then, outline and discuss the importance of consumer behaviour.

Next, provide insight into how consumer behaviour may differ for Billie$$s consumers when they are purchasing vintage clothing versus coffee.

Finally, provide two recommendations that Billie could undertake to support or influence the consumer behaviour of her customers.