Business Case Study Of Marvin and Smith's Coffee Shop

Added on - 21 Feb 2021

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A CASE STUDY
Table of Contents1.JUSTIFICATION OF THE CHOSEN COUNTRY....................................................................32.MARKETING MIX....................................................................................................................43 POTENTIAL CHALLENGES IN HRM AND MARKETING AND THEIRINTERLINKAGE...........................................................................................................................64. INFLUENCE OF PROFITABILITY AND LIQUUIDITY RATIOS ON A BUSINESS..........75. SUMMARY.................................................................................................................................9REFERENCES..............................................................................................................................10Books and Journals...................................................................................................................10
1.JUSTIFICATION OF THE CHOSEN COUNTRYMarvin and Smith's Coffee Shop's(MSCS) are deciding to take decision on the expansionplan. After studying and analysing the scenarios of coffee culture in different countries Marvinand Smith have decided to expand their business in the country of Belgium as it is the 8thlargestcoffee consumer in the world. Belgium's coffee consumption is 6.8 kg per capita and peopledrink approx 1.35 cups of coffee per day.Cafe culture, lifestyle and coffee culture in BelgiumParis and Vienna comes to the mind when talked about cafe culture but Belgium ishaving its own culture of cafe. Every person goes to the cafes on an average five times a weekwhich is quite high than other countries. People of Belgium are joyful and love to celebrate evensmall events with friends and loved ones. There are several coffee house in the country whichshows that people have deep interest in the coffee also the people of Belgium are chocolatelovers and love to have combination of chocolate and coffee(Kotler and et.al., 2015).Ethical ConsiderationsPeople of Belgium are ethical and are also attentive towards the code of ethics followedby any cafes and restaurants.MSCS should enter into the expansion by having clear agreementsand ensure that they follow trade agreements made with other partners or the other localauthorities. Belgium also have various benefits for the staff working in the cafes and restaurants.MSCS also have to follow code of ethics to have good customer base and satisfied employee. Italso have to consider staff w(Trivedi and et.al., 2016)elfare as satisfied staff will serve peoplenicely and to retain good staff in the cafes as they will also project the image of the cafe outside.For having a good image in the Belgium MSCS has to do business ethically and with loyalty.Structural ConsiderationsBefore anything MSCS will have to decide the place for opening the cafe. Among theselected ones Wolvengracht, Brussel is the best place to open a cafe-house as it is surroundedwith nature and is near the heart of the city(Kotler and et.al., 2017). Verdant landscapes, majestictrees attract many coffee and nature lovers when the sun starts going down. People in the localityare traditional but love to have modern and different tastes. There are many hotels in the nearby
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