Report on Planning to Expand Business : Marvin and Smith's coffee shop
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Added on 2020-06-05
Report on Planning to Expand Business : Marvin and Smith's coffee shop
Added on 2020-06-05
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Hank Marvin and PattySmith
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11. Providing research on European Union country to impart benefits to coffee shop............12. Producing marketing mix for the organisation...................................................................23. Issues and impact faced by the firm...................................................................................44. Calculation of profitability and liquidity ratios..................................................................5CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
INTRODUCTIONExpansion is always beneficial for the business so that it may be able to garner profits ineffectual way. The enclosed report deals with Marvin and Smith's coffee shop which is engagedin providing quality coffee to customers in UK and now planning to expand business in EU. Thereport is based on selecting Austria as the nation of Europe for expansion purpose. Financialratios are computed to assess financial condition and along with this, marketing mix is alsopresented. Various issues related to expansion are also discussed. Benefits for expansion toAustria is discussed as well. 1. Providing research on European Union country to impart benefits to coffee shopMarket research plays an important role for the company so that it may be able to caterthe needs and demands of customers' in effective way. Without market research, firm will not beable to form proper marketing tasks and as such, customers' demand will not be met. This willimpact organisation in adverse way as tastes and preferences of consumers' is required to becarefully analysed so that it may flourish in the market with much ease. In relation to this, it isessential for Marvin and Smith's coffee shop to analyse new market for the betterment of it. TheEuropean Union (EU) country where firm can flourish up to high extent is Austria. For selecting the location, market research is required to made. Moreover, culture andlifestyle of people is required to assess as well. The selected country in EU is Austria. It is thebest option for the coffee shop as the nation highly consumes coffee which provides severalbenefits to the firm for expanding in the country (Austria’s central location provides advantagesfor companies, 2018 ). In addition to this, it is fifth largest nation which consumes coffee morethan tea. This is the main reason which will provide enough customer base and greater marketshare as people like to have coffee. This will be beneficial for firm as it will be able to generatemore revenue in the best possible way.Furthermore, culture and lifestyle plays important role to decide whether to enter newmarket or not. The culture of people of Austria is good enough towards coffee as they prefer tohave coffee more than other beverages. This is the plus point for Marvin and Smith's coffee shopto expand their business to the nation. This will provide with increased benefits and greatermarket growth and share in effective way. Moreover, climatic conditions also play crucial role inthe country. The weather conditions of Austria remains neutral or no cold and no hot throughout1
the year which is the positive point for the coffee shop as it will be able to sell cold as well hotcoffee to customers as climate remains almost same throughout the year. Ethical considerations are also required to be analysed with regards to fair trade so thatcoffee is supplied to various nations in effective way. Apart from this, staff welfare facilitiesshould also be provided so that employees may work with much ease (Shamsudeen, Keat andHassan, 2017). Now taking into account, logistical considerations of Austria which are goodenough and as such, suppliers of coffee beans are able to provide the same with much ease astransport facilities are quite adequate in the nation. Facilities consists of cable cars, rollers whichare sophisticated and coffee beans are managed effectively. This will help coffee shop to quicklygather raw materials and may be able to provide quality coffee to consumers in effectual manner.This will help to garner more profits and customer's satisfaction will be enhanced as well.Location also plays an important role while expanding out reach to new markets. It isrequired by Marvin and Smith's coffee shop to analyse adequate location so that customers mayeasily reach out to drink coffee without any hindrance. If location is not in the heart of the city,then customers will not be attracted to the shop and as such, good location should be chosen toattract customers. In relation to this, it is required that structure and layout of the shop should beappealing so that customers may be lured to consume coffee with much ease. Thus, by carryingout the exact location and layout, shop will be successful in the new market and may be able tosatisfy coffee consumers as well in the easiest way.2. Producing marketing mix for the organisationMarketing mix plays essential role so that customers may be easily lured to organisationby implementing well-structured marketing strategies for the betterment of it (Wulansari andFernando, 2018). The coffee shop will be able to attain good market share by satisfying people ofAustria. The tailored marketing mix for the coffee shop is as follows-Product mixThe coffee shop has the ability to sell the finest coffee to the customers so that they mayenjoy the same in the best possible way. The coffee beans which are used for preparing coffeeare purchased from Gumutindo coffee which is fair trader in Uganda. This makes the taste ofcoffee immensely good and as such, customers are attracted to drink the same. Moreover, thefinest flavour is mixed in it with the essence of preferences of Austrian people which makes2
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