Project Report: Case Study

Running Head: Case Study
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Project Report: Case Study

Case Study
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Contents
Introduction.......................................................................................................................3
Country and shop analysis................................................................................................3
Marketing mix of coffee shop...........................................................................................4
Implications of the coffee shop.........................................................................................5
Financial evaluation..........................................................................................................7
Conclusion........................................................................................................................8
References.......................................................................................................................10

Case Study
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Introduction:
The case study explains about a coffee shop which would be run by Hank Marvin and
Patty Smith. Hank Marin and Patty smith are already running coffees shops in Wandsworth
in South London. The Hank Marin and Patty smith evaluated the market and did a great
research on the market for 12 months to start the coffee shop and along with the time, they
opened three other coffee shops in the London. It has been evaluated by the partners that the
foreigners also like their products and due to it, the footfall has been increased in the
restaurant. Thus, they have made a decision to open a new coffee shop in the European
Union. The study on the new shop in European Union has been studied in the report.
Country and shop analysis:
The case explains that the Hank Marin and Patty smith are evaluating the European
Union to enter into. The European Union is an economical and political union of 28 countries
which is located in the Europe. The European Union have been studied and it has been found
that Austria is among the best option to open the new coffee shop. Austria has been chosen
among the 28 countries due to various economical factors and the internal position, culture,
changes, taste and the demand of the Austrian people. It has been measured that the economy
of Austria has been improved by 0.8% from last quarter in March 2018 and the overall
economy of the company has been improved by 1.2% in 2018 (Trading economics, 2018).
Further, it has been measured that the political stability is there in the market. The
people from Austria are connected to their culture and they believe in the values. In addition,
it has also been studied that the cultural food of Australia is quite amusing and liked by
everyone (Focus economics, 2018). Still, the people from Australia like to taste the different
cuisine and taste. They love to do experiment with their food and they also looks for a
peaceful and spotty place to hang out. The coffee lovers are also in huge number in the
Austria.
All of these are few points and the examples due to which the Austria has been
decided in order to open a new coffee shop in the European Union. The case explains that the
raw material for the coffee and other products are exported by the company from Uganda.
And the logistic consideration of Austria explains that the raw material could easily be
transported into Austria market without any damages to the material and in lesser time and
lesser cost (Agility logistics, 2018).

Case Study
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The material would be delivered by the Uganda farmers through sea ways to Australia
which would be easily transported to the new coffee shop of Hank Marin and Patty smith. It
has also been studied that no unethical involvement would rise in case of opening a new
coffee shop in Austria market (OECD, 2018). The culture and the people of Austria have
been studied and it has been measured that the ethical policies of the country are quite huge.
The people of the country are not involved in huge crimes as well as the ethical policies of
the coffee shop and the Austria are quite similar and better which explains that if the Hank
Marin and Patty smith’s coffee shop would be opened in the Austria market than the overall
position of the company would be improved.
The Hank Marin and Patty smith have further studied that it is not easier for an
organization to enter into the foreign market. A business has to follow some legal factors and
the policies to enter into the foreign market. On the basis of the study on Austria market, it
has been studied that the Hank Marin and Patty smith could tie up with a local coffee shop or
the firm to enter into the Austria market and set up the business (Entri consulting, 2018). On
the basis of the overall study over the European Union, it has been measured and found that
the Austria is one of the better countries to expand the business and the coffee shop without
any further risk.
Marketing mix of coffee shop:
Marketing mix is a set and structure of marketing process which is used by the
companies to achieve the common goal of the company and grab the target of the company. It
refers to a broad level of marketing decisions which mainly includes the place, price,
promotion and the product. The marketing mix of the coffee shop of Hank Marin and Patty
smith have been studied which are as follows:
Product:
A product is a product or the item which is produced or built by the company to
satisfy the demands and the needs of the certain group of people who are the target customers
of the company. In case of Hank Marin and Patty smith, it has been found that the main
products of the coffee shop are coffee. The business has focused on the quality of the coffee
and for it; they are exporting the products and coffee material directly from the farmers from
Uganda (Best, 2012). The company is also offering the herbal infusion, east African inspired
snacks, pastries, cold drink and the high quality tea to satisfy the need of the customers.