CoffeeVille: A Study on Internal and External Environment, SWOT Analysis and Recommendations

This study focuses on CoffeeVille, an organization that aims to supply high-quality fair trade coffee and produce gourmet food and beverages. It discusses their internal and external environment, SWOT analysis, and recommendations. The study also includes information on the company's structure, employees, and customer feedback.

Running head: COFFEE VILLE
CoffeeVille
Name of the student
Name of the university
Author note

2
COFFEE VILLE
1. Coffee Ville aims ate supplying the high quality fair trade coffee that are superior hot.
Apart from this they intend to produce gourmet food and beverages to the consumers.
The organization have well trained and knowledgeable staff. The organization is
owned by the two partners named Emma and Rufus. The first store was opened in the
year 2009 and later it was expanded to four shops.
2. The organization have a dedicated and motivated team of workers. The business have
many positive factors like, they have 3 full-time managers, 4 fully trained baristas, 6
full-time and 12 casual food service attendants and 2 full-time cooks. The profile for a
Coffee Ville customer consists of certain geographic, demographic and behaviour
factors.
3. The business environment of the organization is comprised of two types of
environment, one is the internal and the other is the external environment. The
internal environment include the factors like the staff turnover, menus of all the
stores, hot dish options in the external menu (Alikaj, Nguyen and Ning 2016). The
external environment include the utility expenses, the wages of the employees, the
prices of the coffee beans and the prices of the dishes.
4. The information about the satisfaction of the customers was analysed through the
feedback that was provided by them. By analysing the feedback it can be commented
that the customers were extremely happy with the behaviour of the staffs and the
quality of the food. Maximum amount of customers were happier with the service.
The company offered special offers for the loyal customers.
5. The meeting was based on the external catering Christmas bookings. Rufus who was
the operation manager as well as one of the owner, initiated catering bookings for the
Christmas parties. He proposed that stores 2 and 3 were under the sales budget
forecasts to be within 20 % to 30%. The manager of store 1 mentioned that the

3
COFFEE VILLE
management was holding self-catered morning and afternoon tea for the staffs. Both
the businesses employ only 20 to 30 employees. The staffs came out with the
suggestions that the customers chose cheaper items and in spite of pushing them to
take the cakes, coffee and meal they preferred low consumption.
6. The issues that are faced by the organization is the unpredictable economic condition
of the society. According to the business performance data the food sale got down
upto 10% and beverages upto 12% and the catering upto 17%. The profits were down
in the financial year (Long, Marshall-Colon and Zhu 2015).
7. The data has been collected from the performance data sheet off the company which
can be considered as a reliable source.
8. The issue that was face by the store managers that the concept of catering for the
corporate Christmas party could be a failure. In this case the owners should make a
decision to formulate an alternative strategy. They can rather develop special offers
and discounts.
9. The issues was addressed by the customers in the social media that is in the internet.
The company did not offer any additional offers o foods and beverages and this is the
reason the consumers were not happy and a huge list of the expected offer were
flashed in the social media.
10.
 The business issues or the problems that have been identified are the problems related
to the budget and the finance. The concept of catering was an unsuccessful and
challenging concept that was introduced by the owners.
 The data that are required to determine the potential causes of the problems or the
issues are the customer feedbacks, the performance data of the organization. The
feedback given by the staffs and the marketing position of the organization.

4
COFFEE VILLE
SWOT:
Strength The quality of the products of the company.
Weakness The strategic marketing plan.
Opportunity It has a chance to expand the stores in many
parts of the world.
Threats The organization faces huge competition in the
market. It has huge competitors in the market.
Table 1: SWOT analysis
Source: created by author
Conclusion and recommendation:
It can be recommended that the company already have a good structure and highly
motivated employees and this is the reason they should have innovative marketing strategy
that will concentrate more in the pricing of the food and offers that can be offered to the
potential customers.

5
COFFEE VILLE
Bibliography
Alikaj, A., Nguyen, C.N. and Ning, W., 2016. The combined effect of firm external and
internal factors on corporate social responsibility and firm performance. International
Management Review, 12(2), p.20.
Arthur, W., 2015. Internal factors in evolution: the morphogenetic tree, developmental bias,
and some thoughts on the conceptual structure of evo-devo. In Conceptual Change in Biology
(pp. 343-363). Springer, Dordrecht.
Becker, S.P., Leopold, D.R., Burns, G.L., Jarrett, M.A., Langberg, J.M., Marshall, S.A.,
McBurnett, K., Waschbusch, D.A. and Willcutt, E.G., 2016. The internal, external, and
diagnostic validity of sluggish cognitive tempo: A meta-analysis and critical review. Journal
of the American Academy of Child & Adolescent Psychiatry, 55(3), pp.163-178.
Braybrooke, D., 2014. Meeting needs. Princeton University Press.
Brunswicker, S. and Vanhaverbeke, W., 2015. Open innovation in small and medium‐sized
enterprises (SMEs): External knowledge sourcing strategies and internal organizational
facilitators. Journal of Small Business Management, 53(4), pp.1241-1263.
Butchart, S.H., Clarke, M., Smith, R.J., Sykes, R.E., Scharlemann, J.P., Harfoot, M.,
Buchanan, G.M., Angulo, A., Balmford, A., Bertzky, B. and Brooks, T.M., 2015. Shortfalls
and solutions for meeting national and global conservation area targets. Conservation Letters,
8(5), pp.329-337.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Horgan, T., 2017. From supervenience to superdupervenience: Meeting the demands of a
material world. In Supervenience (pp. 113-144). Routledge.
Johnson, C.E., 2017. Meeting the ethical challenges of leadership: Casting light or shadow.
Sage Publications.

6
COFFEE VILLE
Long, S.P., Marshall-Colon, A. and Zhu, X.G., 2015. Meeting the global food demand of the
future by engineering crop photosynthesis and yield potential. Cell, 161(1), pp.56-66.