Report on Analysis of Swedish Market
Added on -2020-06-06
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Case study assessment 1
Table of ContentsIntroduction..................................................................................................................................................31. Research and decide on a country (within the European Union) that Marvin and Smith’s coffee shop could expand into.........................................................................................................................................32. Present a tailored marketing mix in relation to the coffee shop expansion plan abroad..........................43. What are the implications of the need for Marvin and Smith’s to cover a wider geographical area in terms of a different country..........................................................................................................................65 Write a concluding paragraph about the overall viability of overseas expansion at this stage..................92
Introduction Business expansion can be regarded as a strategy by which growth can be obtainedthrough bringing an increase in the store operations in the same or different city ornation. The process of business expansion is not an easy one as it requires carefulassessmment as well as planning of new business areas so as to find out whether thestrategy will be a profitable one or not (Muller and Muller, 2016). In this regard, thepresent study has made an attempt to expand London based coffee shop namedMarvin and Smith’s to expand in Sweden. Focus of the report has thus been made oncarrying out a careful analysis of the Swedish market followed by analysis the overallfinancial information of the company in terms of its profitability. Implications of businessexpansion on information system and management structure have also been discussedalong with marketing mix in the Sweden market. Finally a concluding paragraph will bediscussed so as to assess about the overall viability of the plan in terms of expansion toSweden. 1. Research and decide on a country (within the European Union) that Marvin andSmith’s coffee shop could expand into The chosen country for business expansion by Marvin and Smith’s coffee shop isSweden. This is as Sweden has the presence of top three amongst the world’s biggestcoffee drinkers. The tradition of coffee drinking in Sweden is not just in their culture butalso a part of their lifestyle (Brines, 2014). Moreover, Sweden attracts a lot ofinternational tourists form all over the world including Africa hence the East Africaninspired coffee shop is likely to be successful in Sweden. Themed evenings that is apart of this coffee shop will also be successful due to good night life present in thenation. Moreover research studies also showcase that coffee sale has seen a constantincrease in Sweden (Per capita consumption of roasted coffee in Sweden from 2005 to2015, 2016).The culture further allows for consumption of warm drinks and coffee is one ofthem. Coffee is thus a well-established product in Swedish culture. Life without drinkingcoffee at least once a day is quit unthinkable in Sweden be it during work schedules or3
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