Social Capital and Enterprise in Modern Society

The provided assignment is a compilation of various research papers and studies related to marketing, hospitality, and coffee shops. The papers explore different aspects of the coffee shop industry, including customer experience, brand loyalty, and social enterprise. The studies cover topics such as co-creation of background music, lineking (coffee shop wait-time monitoring), and the relationship between brand equity, customer satisfaction, and brand loyalty on coffee shops. The assignment also includes a doctoral dissertation on the local coffee shop as a social enterprise brewing Java to cultivate community.

How to make a coffee shop a
successful business in London -
Vegan alternatives -

Table of Contents
CHAPTER 1 ...................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of the topic...................................................................................................................1
Background of research topic......................................................................................................2
Research questionnaire- ..............................................................................................................3
Rational of the research topic......................................................................................................3
Chapter structure..........................................................................................................................4
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
CHAPTER 3 RESEARCH METHODOLOGIES ........................................................................15
CHAPTER 4 DATA ANALYSIS ................................................................................................18
Data collection analysis.............................................................................................................18
CHAPTER 5 DISCUSSION .........................................................................................................38
CHAPTER 6 CONCLUSION & RECOMMENDATION ...........................................................38
CONCLUSION .........................................................................................................................38
RECOMMENDATION.............................................................................................................39
REFERENCES..............................................................................................................................40

Topic- How to make a coffee shop a successful business in London -Vegan alternatives.
CHAPTER 1
INTRODUCTION
Overview of the topic
Entrepreneur is an individual that takes promotive step to develop runs business with
assuming all the risk and rewards to the venture. It is a person that organizes and operates a
number of entities with the source of new ideas, goods, services and businesses (Curtis and
Kelly, 2018). Hence, it is the process that is defined as the designing, launching and running the
business venture in order to attend the long term amount of profitability and productivity.
London is capital and largest city of the both England and united kingdom. It is city that
provides the wide number of opportunities to the people to conduct their working. Thus, this is
city offers people to wish their new start up specially in the field of food and beverage market.
Under it, entrepreneur are taking various initiatives in terms to have modifications and
innovation that leads to generate higher amount of profitability and productivity (Fallon, 2018).
Therefore, various successful entrepreneur are thinking towards to improve the business
performance and work towards to achieve business objectives. Hence, it can be true to said that
London is the luxurious city that is situated within Europe. It is place that is famous for
undertaking the business of coffee shops. Moreover, it provides the wide range of beverages to
target the audience of London.
Therefore, from the last couple of decades, UK has been catching up to its continental
European cousin in terms to embrace the cafe culture. From the research it has been identified
that with the 80% of the people visit coffee shops doing at least once a week. Hence, the industry
related with coffee and cafe shops in UK will be inclusive of the shops that sales beverage's life
coffee, cold drinks and hot drinks (Ferreira and Ferreira, 2018). However, it can be said that the
performance of the industry is also get affected by the social, technical, purchasing powers of
consumers and economic factors that all aids to contribute larger success to the enterprise (Gale,
2018). As per the research conducted, it also has been analysed that the demand for the coffee
has also increased in the recent years. Theretofore, the revenue of the industry has also increased
with the rate of 6.3%.
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The present dissertation is based on the business activities of the Ferry coffee shop, it is
new start up and about to start from the next year. Hence, it will be located in Holdborn, London,
UK. It will be started by the sole proprietor and will acquire the 40 square fit area. However, this
enterprise will provide Wi-Fi facility to the customer so that they can get attracted towards the
working of the enterprise. It will help to improve the experience of the potential customers.
Consumers are becoming more and more health conscious and there is a high demand of organic
beverages in the country coffee shop will offer all types of green beverages that are made by
using natural and organic ingredients. The owner of the shop will use various types of
promotional techniques such as offering gifts to consumers who will visit the shop for the first
time, discounts will be provided to all the customers at the time of festivals etc. so that, it will
attract large number of customers. It will offer coffee cups with other things like cakes for
complementing the beverage. In order to enhance the publicity of the area the shop will be open
near the traffic area. The main aim of providing coffee shop is to offer higher quality
commodities at the reasonable price rates.
Background of research topic
The research project is based on the theme as starting the new coffee shop in the London
with help of improvements. Therefore, entrepreneur needs to take the various initiatives so that
high profitability and productivity to the enterprise can be maintained (Magee, 2019). Hence, in
order to bring innovation the entity will come up with various vegan alternatives to offer the
beverages as per the change in customer choices and taste and preferences.
In addition to it, coffee shop is taking modifications to sale beverages made up with the
herbal raw material. The main aim of the research is to offer that quality of commodities that can
attract the customers. As per the present scenario, the consumers are becoming more and more
health conscious. Hence, aims and objectives of the research topic has been constructed in the
following manner as-
Aims and Objectives
Aim-
How to make a coffee shop a successful business in London -Vegan alternatives.
Objectives-
 To determine what are the opportunities for new coffee shop due to increasing population
of London.
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 To analyse how the changes in lifestyle of the consumers will impact the new start up.
 To identify what efforts should be made by the owner of coffee shop to make it a
successful business.
 To evaluate the various types of benefits that will be provided by Vegan alternatives to
the business.
 To evaluate and analyse how the concern of population regarding their health and the
regarding impact on environment can be used by the business to improve the
performance of the business.
Research questionnaire-
 What are the opportunities to the coffee shop due to enhanced population?
 How changes in lifestyle impacts the new start up?
 What kind of efforts is need to be made by the owner of coffee shops to make successful
business?
Rational of the research topic
The rational behind conducting research topic is to make research proposal on how to
make coffee shop as a successful business in London, Vegan alternatives. From the research, it
has been identified that in UK there are wide range of coffee shops in London, United Kingdom.
Therefore, there are maximum number of the coffee shops established (Miles, Lee and
Sawatwarakul, 2018). In UK, most of the people visits to the coffee shop to consumer the coffee
as it helps to charged up the individual. As more and more individuals are becoming health
conscious, the more number of the customers are becoming health conscious and it leads to
enhance the demand of organic products within the market. In the modern scenario the
individuals are worrying more and more about the lifestyle.
Thus, health conscious customer prefers the coffee that is made up of the natural
ingredients. Therefore, the individuals of London prefers to drink coffee every day in morning.
There are number of opportunities for the entities who has start up their business newly in the
market. By bringing up the innovation the entity can able to attract the customers. Thus, better
quality and improved ingredients leads to attract the customers (Morland, 2018). In addition to it,
coffee shop will launch the unique product with high quality and at the reasonable price. It will
help the business to gain competitive advantage in market over the other competitors. This will
also be assistive in terms to differentiating the brand from the other competitors brand.
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Chapter structure
Chapter 1 Introduction: This is based on outlining the overview of the study and topic. Under
this, researcher will focus over developing understanding on topic of research for collecting
entire study. This is related with the formation of research aim and objectives and it relates with
findings and discussions. At this chapter, the discussion over the reason and importance of
choosing particular topic will be discussed. The research is based on term that how to make a
coffee shop a successful business in London.
Chapter 2 Literature review: This is term that relates with summary and explantation of the
complete and current state of knowledge over the limited topic. In this, information can be
gathered with the help of different sources as articles, books, journals, blogs, etc. Thus,
researcher has to make the use of appropriate keywords that aids to conduct the reliable and
relevant research (Nguyen and Hipsher, 2018). On the other hand, to collect the systematic
literature review the themes related to topics must be framed specifically. However, it can be
stated that this chapter aids in developing critical understanding on the basis of framed aims and
objectives. Hence, literature review is a kind of procedure in which information can be collected
in manner as descriptive and analytical mode.
Chapter 3 Research methodology: It is systematic plan that aids to collect the systematic
research on the basis of topic of research. It is the concept that relates with the implication of
research tools and this also aids in analysing, collecting and simplifying gathered information. It
is inclusive of the collecting and analysing tools that aids to explore research topic, aim and
objectives. Therefore, to conduct this research the research has chosen inductive approach that is
based on generalisation of human theory. In this, interpretivism philosophy will be used in terms
to undertake effective interpretation of results and findings.
Chapter 4 Data analysis & Interpretation: This chapter is based on conducting data analysis
and interpretation is defined as process as inspecting, cleansing, analysing and transforming the
data with help of selecting sample of respondents. This is term that defined procedure that
supports to analyse data and technique for interpreting the result. It is one of the crucial phase of
dissertation that help in gaining depth insights of research aim and objectives (Nordstrom and
Jennings, 2018). This ill conducted in form of thematic analysis which will helps in specifying
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every collected information on the basis of critical analysis. It is one of the crucial chapter of the
whole dissertation that aids to reach to the conclusion on the basis of research question and
hypothesis. Therefore, this chapter aids to researcher in terms to deriving purpose of collecting
research and this also supports in making decision.
Chapter 5 Conclusion and Recommendations: This is based on interpret the findings and to
collect the results of the investigation (Terry and Lewis, 2018). Hence, recommendation must be
framed on the basis of conclusion and its must be in manner as concise, specific, realistic etc.
Therefore, this chapter will help to conclude the whole scenario of research topic. It is term that
aids to outlined the crucial information within the research. However, conclusion will be in the
descriptive form and will make clear assumption on collected and analysed information.
Therefore, the improvement measures will be give in this chapter and that will be framed on the
research aims, objectives and questions.
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CHAPTER 2 LITERATURE REVIEW
Under this article, it has been presented that how individuals are becoming aware about
the ways they are interfering with the environment. It is very helpful term that can be reduced the
impact on environment.
Theme 1: To determining the opportunities for new coffee shop due to increasing population
of London.
According to view of Shaker and Rath, (2018) stated that coffee consumption has
boomed across the UK with wide variety of choices and offers. In UK more number of the
individuals are working and drinking coffee aids to develop the activeness within the individual.
As per the view of Terry and Lewis, (2018) it can be stated that coffee is associated with number
of health benefits as to have improvement in the alertness, physical performance level and
decreasing risk of cognitive decline and this also leads to have reduction in the risk from cancer.
It is true to said that coffee consumption has boomed across the UK market. Hence, Watkinson,
2019 stated that better innovative procedures and the use of organic components aids to attract
the customers. As per the view of Jeon, Park and Yi (2016), In United Kingdom (UK), Drinking
coffee become a ritual which lead to increase in the demand of coffee in the London. Slowly,
London's citizen are becoming coffee addicted which lead to creation of a lot of opportunities for
the new coffee shop. In London, men and women are working which lead them to become
exhausted and less focus towards work. Thus, remove the tiredness and become hyper focused,
they go to coffee shop which increase the demand of coffee shops near the premises or offices or
universities. Also, Coffee shops are not selling varieties of coffee, they are selling much more
than coffee which liked by the population of the London. This lead to increase the coffee shop in
the London. Also, coffee shops' interiors are awesome which attract the existing as well as new
customers. Businessmen and businesswomen gather with each other in order to attain the
business meeting or exchange the ideas regarding any business aspects or issues like to go to
coffee shops which make them so popular in becoming formal and informal gathering place
which creates a lot of opportunities for the new coffee shops in London. Smell, appeal and taste
of the coffee also impact the opportunities for the coffee and creates a lot of opportunities for the
coffee shops due to increasing demands of coffee and opening of new coffee shops. Also, new
ingredients are adding to enhance the taste of coffee which increase the customers' demand for
coffee and coffee shops in London. As explained by Han and et.al (2018), Mouth of words also
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plays an important role in coffee shop popularity which is considered to be one opportunity for
the coffee shops. New coffee shops have a great place for their customers to sit and enjoy the
coffee and another meal which is love by customers. Also, today's digitization trends also creates
the opportunities for the coffee shops by installing Wifi. Today's generation of London needs
internet for their works.
Thus, they go to coffee shops which increase the number of customers and profits for the
existing coffee shops which invites businessmen and entrepreneurs to open new coffee shops in
London market. There is another reason to maintain this longevity of this bean which is so
popular. Coffee beans can be anywhere and London has its own which create great opportunities
for the new coffee shops. People of London are becoming health conscious which increase the
demand of coffee and creates the opportunities for new coffee shops as Coffee gives tons of
energy, reduces the risks of stroke and has a lot of nutrients such as vitamin B12, B5 and B3.
Businessmen and businesswomen are selling their coffee products to the busiest airports and
markets which provides unlimited opportunities to the coffee shops which attract new coffee
shops and customers. London's people loves to try new taste and if new coffee shop are
successful in making new taste for the customers, then it creates a lot of opportunities for the
coffee shops.
Thus, entrepreneur needs to frame out the effective layout for the future coffee shops. In
contrary to Curtis and Kelly, (2018) stated that people visits the coffee shop on the repetitive
basis. Therefore, it aids to develop and enhance the profitability and productivity within the
enterprise. As per the research, it has been conducted that coffee is the second largest most
sought after the commodity in the entire world. This is the industry that is earning maximum
potential in the market of United Kingdom. In UK, the coffee shop is continually growing as it
has come the social hub where the people can socialise, work and meet their tinder dates.
Therefore, UK is also the tourism destination and growth within the market has also
continuously enhancing due to larger growth of population within the market of the UK.
In United Kingdoms, the number of the customers prefers to works at the cafe and it is
slowly becoming the popular destination for the work, socialising and convenience. Hence, it can
be true to said that coffee is becoming the crucial part of everyone's life and it has power to
foster the community. Therefore, Fallon, (2018) stated that with the help of developing premium
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quality and better innovation with the vegan alternatives aids to foster the growth of the market.
Hence, appetite for the coffee shops within the UK market is continually enhancing.
In contrary to Ferreira and Ferreira, (2018) stated that understanding the economies of
owning the coffee shop is one of the vital step in order to enhancing the profitability and
productivity within the market. Therefore, it can be said that to earn the productivity and
profitability within the market. Thus, efficiency is one of the vital aspect that aids to running the
business activities effectively within the market. It is very important to conduct the loyalty
programme for the coffee shops. By offering the promotional discounts the sales of coffee
market can be enhanced. However, it can be stated that in the UK coffee is one of the most
popular beverage's in the world and people their consumed more than 400 cups in a day. From
the help of the research, it can be true to said that coffee has become the one of the most popular
global beverage due to the series of the unique historic events. Hence, demand of coffee is
increasing within the market of United Kingdom.
As per the view of Gale, (2018) stated that coffee consumption is also having the social
value and it can be drunk as it creates the opportunities within the market to socialize and share a
moment of the pleasure with the family. Hence, coffee drinking provides pleasure to the people
as they can enhance their interaction with the people. However, it can be stated that drinking of
the coffee represents the culture experience and allows people to show up the social status.
Theme 2: Analyse how the changes in lifestyle of the consumers will impact the new start up.
In the current scenario, the customers re becoming health conscious and it is affecting the
growth of coffee shop business within the UK. So, Kendall, (2018) stated that production,
marketing and consumption habits of coffee has changed significantly over the time. In addition
to it, Magee, (2019) stated that coffee is considered as one of the high quality product and there
are number of methods with aids to it that can be prepared. According to the view of Curtis and
Kelly, (2018) stated that there are three characteristics over the coffee that can affect the attitude
of consumers towards the coffee. Therefore, these characteristics are as health effect,
sustainability of the production and the drinking pleasure. As elaborated by Bulut, Demirbas and
Ferhatosmanoglu (2015), Change in lifestyle impact the needs, wants and demand, preferences
and tastes of the customers which directly impact the business, their products & services and
their profitability. This lead to change in their strategies and plans too.
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Today's people are becoming more health conscious. This lead coffee shops to make their
products healthier. People are consuming sugar free and low fat products. People are ordering
sugar free coffee which make shops to reduce the usage of sugar in the coffee.
Today's lifestyle is fast, busier and lots of tensions which increase the blood pressure of
the people which is harmful for the life. Thus, coffee helps people to reduce the blood pressure
from high to normal. Also, coffee is the only beverages which can be easily find anywhere and
affordable. Also, it reduces the tiredness of people. Like this, change in lifestyle impact the
coffee shop and increase the demand for coffee.
Due to change in lifestyle, customers are demanding innovative coffee tastes, which lead
to coffee shop owners to hire creative and professional employees who are making coffee shop
sustain in tough competition and attract new customers and retain loyal customers towards
businesses. This hiring system gives birth to innovation which make business competitive one.
As illustrated by Jang, Kim and Lee (2015), Due to Information and communication
technologies and rapidly changes in these technologies, people's lifestyle are changing. They are
sharing their ideas, feed-backs and various wired combinations of different ingredients on their
social media sites and blogs which creates different kinds of varieties of coffees, which increase
the demand of coffee and increase the profitability of coffee which lead to improvement in
employees' lifestyle and enhance the goodwill of the coffee industry.
Change in life style lead to Increase in varieties of coffee which helps in increase in
demand of coffee by various countries which lead to give opportunities to company to expand its
business into another international market which increase the size, market share, revenue,
goodwill and profitability of the coffee shops results in revenue to increase annually of coffee
sector in beverage industry.
Critiqued by Igou and Coe (2016), Earlier people used to have perception that firms are
giving discounts that means either quality of products has gone down or the quality is worst. But
after change in lifestyle, people's perception has changed and they perceived discounts or coupon
or products rewards system as a good aspect of business. Due to this change, so many coffee
shops offer people discounts, gifts, vouchers, rewards and coupons which attract the another
customers and the customers base of there is increasing.
Due to change in life style, there are a lot of change in business structure and business
model of coffee shops. The major change happen in coffee shop business is Online business.
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People are demanding online coffee business so that they can order their favourite coffee easily
and anywhere on just one click.
Hence, leading future drivers in the coffee business lie in terms to the diversification of
the high quality coffee beverages. In contrary to Fallon, (2018) stated that there are various
preferences and motivates determine that why and how consumers drink coffee. Thus, drinking
coffee is one of the personal preferences and it plays the limited role. There are number of
attributes to the coffee like sustainability labelling, country of origin, coffee qualities and types
and number of extrinsic attributes like packaging and brands that influence the consumption and
purchasing behaviour of consumers.
According to the view of Ferreira and Ferreira, (2018) stated that taste and functional
motives are the two of the leading factor that motivates the consumers to drink coffee. Hence, it
can be stated that the functional motivation is one of the crucial key motive of the coffee
consumption. Hence, coffee leads to individuals gets energized, to wake up and to improve the
performance of the work and productivity. Thus, market of coffee consumption is affected within
the UK due to health perception. There are some people in the UK ignore to consume coffee due
to its high contain calories and it affects the health of the people in negative aspect. In addition to
it, Gale, (2018) this can be stated that consumer avoid the coffee for medical reasons like anxiety
and insomnia. Hence, it can be stated that coffee offers the unique choices to the people and that
helps to enhance the stable icons in the lives of the individuals. As per the view of Kendall,
(2018) stated that organic labelling, fair trade and sustainability are the most studied issues of
consumer behaviour research towards the coffee.
In order to attract the customers he quality factors plays the crucial role in terms to the
consumption of coffee within the market. Therefore, Kendall, (2018) stated that coffee drinking
is associated with the unhealthy life style of the people. There ate number of people who prefers
to drink coffee as it aids to boost metabolic rate and decreases the risk of the disease. Coffee has
magic of caffeine as it helps to charge the people so that they work effectively. As per the view
of Magee, (2019) stated that habituation to the caffeine decreases the insulin sensitivity and it
becomes typical to respond appropriately to the blood sugar. However, it can be stated that the
high blood sugar leads to arterial deterioration and also enhanced the risk of mortality with
relates to the cardiovascular disease. In contrary to Gale, (2018)stated that coffee can also
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enhance the chances of having acidity as it is associated with the digestive discomfort
indigestion, heart burn and dysbiosis.
Theme 3: Identifying efforts should be made by the owner of coffee shop to make it a
successful business.
In the UK opening the coffee shop can be the most extremely profitable business. Hence,
coffee shop offers the product attributes as variety of pastries, espresso, lattes and other goodies.
Thus, the owner of the coffee shops needs to select the location that is near to the business
district, shopping mall and universities. In addition to it, this can be stated that serving the
quality coffee and snakes in the most trendy and relaxing atmosphere is one of the hugely
successful business model. However, it is very typical to find out the highly profitable market to
sale the coffee. As per the view of Kendall, (2018) stated that the owner of the coffee shop must
need to choose the location that can successfully attract the customers. Hence, Magee, (2019)
stated that highly visible location on the engaged street and facilitates as parking etc. attract the
customer as they can see ease.
In addition to this illustrated by Susanty and Kenny (2015), The owner of the coffee shop
should identify the location which is close to the busiest area such as airports, railway stations,
school, universities, libraries and business premises because here travelers, passengers,
businessmen, businesswomen, employees, students and professors will prefer the coffee over
other beverages for the energy boost. Also, the coffee shop should have proper parking and
sitting area so that customers cannot get irritate and love to come again in the same shops. Also,
the decoration, lights and atmosphere of the coffee shop also impact the success of business.
Thus, owner should focus on these aspects too in order to bring more customers and sustain the
business for longer time.
For the successful business, owner of the coffee shop should ensure the quality of
products and raw materials must be high. Because many business come and go, even there are
many business who will serve products at the reasonable price. If owner really wants to sustain
its business for the long term and retain the customers, then they should provide best and high
qualities with varieties of coffee to the customers.
For the successful business, owner should hire good management team. They also should
focus on the scientific hiring and selection process for hiring good employees. They should also
provide employees proper training so that employees can do their work properly and behaved
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well with its stakeholders in order to maintain a good relationship with them and make a good
impression on them.
Owner of the coffee shop should provide the best customer services to their customers by
organizing various outdoor and indoor games. Also, they should participating in various social
issues and conducting corporate social responsibility activities so that they can get their
stakeholders support which is an essential for the success of coffee shop.
According to the view of Kott (2017), Owner of the coffee shop can organize its coffee
shops stalls in that area where events are happening constantly. This will lead to event organizer,
event participants and customers to attract towards the coffee shop. It can increase the demand of
coffees from particular coffee shops which may lead to enhance the goodwill and profitability of
the coffee shop.
Coffee shop's owner should also focus on the advertising and marketing strategies being
used by the company in order to enhance the brand aware and increase the demand of the coffee
which boost the sales of the coffee of particular coffee shop.
Not only base of the coffee, a coffee shop can survive for the longer time. Thus, owner
should focus on the another items which can be easily serve with the coffee. These items can be
muffins, cakes, cookies, croissants, cold drinks, shakes, bagels, yogurt cups, granola bars,
cinnamon buns and scones etc. These varieties of the food items can attract the customers and
owner can make profit and make their business successful.
Owner to the coffee shop must have purchased the high quality of the espresso machine
and other related equipments such as grinders, water purifies etc. In addition to it, there are
number of coffee shops that utilizes the counter services. In addition to it, the own must use the
innovative service to serve the customers. This aids to enhance the better experience to the
customers. However, with the depth survey it can be stated that the most people believe that
atmosphere is one of the biggest attraction for the cafe. It also can be the major contributor to the
success of the business. Therefore, Miles, Lee and Sawatwarakul, (2018) stated that the owner of
the coffee shop has another key to success is that coffee shop cannot survive on to the alone sales
of coffee within the market. They must have the use of innovative attributes of services and must
add better quality and taste to the product and services will be offered in cafe.
Thus, one of the major thing with help of which customer can be attracted towards the
cafe is to provide the facility as the Wi-Fi for their customers. Hence, custom must provides the
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facility that can attract them and this can also aid to have long termed retention of the customer
to the cafe. Hence, it can be state that with the growing number of the coffee shops within the
UK, the owner starts to provide number of the innovative services to the customer so that they
can able to compete with the other cafes successfully.
Theme 4: Evaluation on the various types of benefits that will be provided by Vegan
alternatives to the business.
In the modern scenario, the lots of individuals prefers to have healthy beverages to stay
fit. Therefore, they are choosing Vegan alternatives as it inclusive all kind of plan foods that is
inclusive of natural ingredients. As per the view of Filimonau, Krivcova and Pettit, (2019) stated
that vegan diet is a part of lifestyle that excludes the consumption of animal products and
products like honey, eggs, gelatin or dairy. However, it can be stated that Vegan diet is a highly
nutrition choice as it very highly nutritious choice. According to the view of Han and et.al.,
(2018) stated that Vegan diet is inclusive of the health ingredients that offers wide aspect of
healthy benefits to the people.
Thus, coffee aids to charge up the people but it also affects the health of the individuals
so it is crucial to bring competitive advancement within the market. It is very beneficial to
maintain to lose weigh of people. However, the vegan diets have natural tendency to have
reduction in the calorie intake. It is very helpful ingredient that is very effective in promoting the
weight loose without putting consideration over to focus on cutting extra calories. It helps to
improve the functioning of the kidney and effective at reducing blood sugar levels.
In contrary to Banu, Rahman and Khan, (2018) stated that food packaging should state
that with the aids of distributing vegan friendly options or by preparing food with healthy
ingredients can attracts the lot of customers. Thus, Vegan diet can have an extremely positive
impact on health. Therefore, it can be said that veganism also refers to wide range of lifestyle
choices that is exclusive from animal products while it is the purely a dietary choice. It is the
kind of product that is made of purely a plan based diet and its provides the key nutrients for the
health and also eliminates the risk of consuming any potentially harmful commodities that put
major effect on the health of the individuals. In order to open the new and innovative cafe, it is
essential to choose the products that can attract the customers. Hence, it can be said that the fast
food company exploits economies of scale in terms to achieve the cost advantage.
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Food market must put their consideration over the competitive market and it also aids to
attract the wide number of the customers. Hence, vegan foods helps to create the sense of loyalty
in the brands that aids to bring higher competitive advantage in market. Hence, it can be stated
that the good quality of products aids to attract wide number of customers and this also helps to
build competitive advantage within the market. In contrary to Miles, Lee, and Sawatwarakul,
(2018) stated that there are various science based benefits that attracts the customers and with
help of adopting the vegan substitute in the food products aids to attract the wide variety of
customers. However, it can be stated that vegan diet will be inclusive of the Vegan diets may
provide an array of health benefits and it also keeps the cafe differential image of cafe within the
market. With help of updating the menu with the organic contents aids to satisfy the customers
and also attracts them.
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CHAPTER 3 RESEARCH METHODOLOGIES
Methodologies-
This is defined as system of methods that aids to collect information and data in order to
make better decision about the selection of methods. Therefore, it will be defined in the
following categories as-
Research philosophies- It is term that termed out as belief with help of which data can be
gathered, analysed and used. This is very crucial as it supports to develop the knowledge on the
basis of observation and techniques.
There are two type of philosophies as positivism and interpretive. Hence, positivism
research philosophy will be based on natural phenomenon, properties and relations. It is the
information that derived in the manner of sensory experience and will be interpreted through
reasons, logic and it will contain certain knowledge with exclusive sources (Nordstrom and
Jennings, 2018). Thus, this is the approach that is based in interprets the elements of the study
and this is the philosophy that puts major consideration over qualitative and quantitative analysis.
Therefore, to identify that how to make coffee shop successful business with use of vegan
alternatives the researcher has used the interpretivism approach to collect the data relate to
research topic.
Research approach- This is the concept that defined as plan and procedure that is inclusive of
the broad assumption and detailed method of data collection. However, it is essentially defined
into the two categories as inductive and deductive approach. The inductive approach starts with
the observations and theories proposed towards the end of research process. Hence, inductive
technique concerned with the generation of new theory from the emerging data (Shaker and
Rath, 2018). It is the approach that starts with the observation and theories towards the end of
research process. This is specific method that aids to build a conclusion. On the other hand,
deductive approach relates with the approach that is concerned with developing the hypothesis
based on existing theory and to design the research to test the hypothesis framed.
Herein, in order to determine that how to make coffee shop successful business with use
of vegan alternatives the researcher has used inductive approach.
Research design- This is term that is defined as various framework of methods and techniques.
It is also helpful in order to frame the over strategy and aids to integrated the different
components of the study in logical and coherent mode (Terry and Lewis, 2018). However, there
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are number of methods as descriptive, semi-experimental, correlation etc. Thus, descriptive
research can be defined as to collect the depth information about how to make the coffee shop
business successful within the market of UK. It can be collected with the characteristics of
population and phenomenon being studies.
In this, researcher has used of descriptive research technique. It is one of the effective
method that aids to collect the detailed information about the topic of research. In order to
identify the measures that aids to make coffee shop business successful, the researcher has used
descriptive techniques.
Data collection- It is the process that terms out as process of gathering and measuring the data
with help of which proper outcomes can be evaluated. This aids to get the complete and accurate
picture of data. Therefore, data can be collected with help of two methods as primary and
secondary. In addition to it, primary method can be defined as the to collect the information on
the basis of first hand information. In this, survey has been conducted with help of undertaking
questionnaire method (Watkinson, 2019.). Herein, number of methods are given conducting
primary data as interview/questionnaire, schedule method, observation etc. Secondary data can
be collected with the help of books, journal, online sources, organisational records etc.
In this, researcher has used the both technique as primary and secondary method of
research to collect the reliable and viable data.
Sampling- It is termed that termed out as statistical analysis in which predetermined number of
observation needs to be takes. There are mainly 4 methods of conducting sampling as cluster,
stratified, multistage and systematic random sampling method. Therefore, the researcher will
have the use of systematic random sampling method with help of choosing sample size of 30
respondents.
It is the sampling techniques in which group of sample will be selected from the larger
group of population. Therefore, each individual will have the equal chance of being included in
the sample.
Data analysis- This is the concept defined as inspecting, cleansing and transforming the data
with the aids of discovering the useful information. The information about to make successful
coffee shop business will be collected with the various sources that is need to be gathered,
reviewed and analysed. It is one of the effective way that helps to have findings and conclusion.
Hence, it can be defined as making evaluation of the data in analytical and logical manner.
16

Herein, there are two method of collecting the data as qualitative and quantitative. Under the
qualitative approach the data can be collected with the help of understanding of the research. In
this, thematic analysis has chosen with help of selecting number of respondents.
Hence, quantitative analysis is useful to conduct the information in manner as survey,
questionnaires, and interviews that collects the numerical information. Therefore, researcher has
used qualitative techniques by the use of collecting the data by thematic approach.
Ethics- It is based on terms to collect the whole information related with the research in reliable
mode. Thus, principle of research ethics is based on truthfulness and confidentiality of collected
and analysed information. However, informed consent must be taken from the participants before
disclosing any information relate with research (Nordstrom and Jennings, 2018). Therefore, it is
crucial to respect for anonymity and confidentiality of the collected information in research on
the basis of the topic.
Reliability and validity- This both are the crucial concept that aids to defining and measuring
bias and distortion. However, it can be stated that reliability can be termed out as the consistent
result of the study that is effective in terms to measuring the test.
On the other hand, validity refers to the measuring the test and it is one of the effective
term that aids to claims to measure (Shaker and Rath, 2018). Hence, it can be stated that validity
and research both are the crucial concepts in research. However, the reliability and validity must
be maintained of the collected information on to make successful coffee shop business within the
UK.
17

CHAPTER 4 DATA ANALYSIS
Data collection analysis
Questionnaire
1. What is the gender?
 Male
 Female
2. Do you think people of UK prefers coffee at the maximized level.
 Yes
 No
 May be
3. Is quality and cost aids to make successful coffee shop business?
 Yes
 No
 May be
4. What are the measures to have potential growth within the business?
 Put quality first
 Cost reduction
 Start loyalty card scheme
 Get active on social media
5. Is a coffee shop a good investment?
 Yes
 No
 May be
6. Does coffee business aids to charge up the activeness within employee.
 Yes
 No
 May be
7. Does Coffee shop business needs to investment in high-tech system to attract the
customers.
 Yes
18

 No
 May be
8. Is innovation as adding vegan alternatives aids to build up attraction of customers.
 Yes
 No
 May be
9. Does quality products enhance sales of coffee business?
 Yes
 No
 May be
10. Is expansion of menu aids to attract customers and encourage larger purchase?
 Yes
 No
 May be
11. Do you think customer loyalty program enhance sales.
 Yes
 No
 May be
12. Does effective promotion tool aids to make coffee shop business successful.
 Yes
 No
 May be
13. Is adding of natural ingredients to coffee helps to health conscious customers.
 Yes
 No
 May be
14. Do high quality commodities at the reasonable price rates attracts to customers.
 Yes
 No
 May be
15. Is reaching to entirely new customers aids to boost up the sales?
19

 Yes
 No
 May be
16. Does social networking programs aids to enhance publicity of cafe within individuals.
 Yes
 No
 May be
Theme 2: Maximum number of people in UK prefers coffee at the maximised level.
2. Do you think people of UK
prefers coffee at the maximized
level. Frequency %
Yes 25 83.33%
No 3 10.00%
May be 2 6.67%
Total 30 100.00%
20
Yes
No
May be
0 5 10 15 20 25 30
25
3
2
Frequency

Interpretation- Based on the above graphical presentation it can be concluded that the there are
number of people within the UK due to them demand of coffee can be enhanced. Therefore,
there are total number of 30 respondents. In this, 25 said yes, 3 said no and 2 are not sure of it.
Hence, enhancement in the demand of coffee shop aids to make profitable business. Thus, it aids
to gain competitive advantage within market.
Theme 3: Quality and cost affects success of coffee shop business.
3. Is quality and cost affects
aids to make successful coffee
shop business? Frequency %
Yes 27 90.00%
No 2 6.67%
May be 1 3.33%
Total 30 100.00%
Interpretation- Based on the above tabular presentation it can be stated that quality and cost
both are the attributes that attracts wide range of customers. Hence, it also aids to conduct the
working of the enterprise effectively. By adding quality to the products helps to attract the
21
Yes No May be
0
5
10
15
20
25
30
27
2 1
Frequency

number of customers as more of consumer are becoming quality conscious. Thus, there are total
number of the 30 respondents. In this, 27 said yes, 2 said no and 1 is not sure of it. However, it
can be said that coffee shop business aids to build competitive advantage within the market.
Theme 4: cost reduction and loyalty card system aids to have potential growth within
enterprise.
4. What are the measures to
have potential growth within
the business? Frequency %
Put quality first 6 20.00%
Cost reduction 8 26.67%
Start loyalty card scheme 9 30.00%
Get active on social media 7 23.33%
Total 30 100.00%
22

Interpretation- Based on the above graphical presentation it can be stated that cost reduction
and loyalty card scheme aids to enhance the moral and confidence level of customer. By bringing
of program that helps to provide periodically rewards to customers aids to develop the
competitive advantage within the market.
Thus, total number of respondents are 30. In addition to it, 6 respondents said that putting
of the quality is very crucial, 8 participants stated that cost reduction aids to have potential
growth within firm, 9 said to start loyalty card scheme helps to also gather the attraction of the
customers, 7 respondents stated that by active in social media helps to build up the confidence of
employees.
Theme 5: Coffee shop is good investment within UK.
5. Is a coffee shop a good
investment? Frequency %
Yes 23 76.67%
No 6 20.00%
May be 1 3.33%
Total 30 100.00%
23
6
8
9
7
Put quality first
Cost reduction
Start loyalty card scheme
Get active on social media

Interpretation- Based on the above stated graphical presentation it can be stated that in the
United kingdom opening of the coffee shop is good investment. Thus, there are number pf
population that aids to enhance the demand of coffee shop business within the market. Hence,
there are total number of 30 respondents. Under it, 23 participants stated that opening of coffee
shop business within the UK is one of the good investment, 6 said no and 1 is not sure of it.
Theme 6: Coffee business aids to charge the activeness within employee.
6. Does coffee business aids to
charge up the activeness within
employee. Frequency %
Yes 25 83.33%
No 4 13.33%
May be 1 3.33%
Total 30 100.00%
24
Yes
No
May be
0 5 10 15 20 25
23
6
1
Frequency

Interpretation- As per the above stated tabular presentation it can be stated that coffee has
become the one of the most successful business and it aids attracts the wide number of customers
within market. Hence, there are total number of the 30 respondents. Under it, 25 said yes, 4 said
no and 1 is not sure of it. Coffee has high amount of caffeine and this charged up the people.
Theme 7: Coffee shop business needs high technical advancement to attract the customers.
7. Does Coffee shop business
needs to investment in high-
tech system to attract the
customers. Frequency %
Yes 28 93.33%
No 1 3.33%
May be 1 3.33%
Total 30 100.00%
25
Yes
No
May be
0 5 10 15 20 25 30
25
4
1
Frequency

Interpretation- Based on the above tabular graphical presentation it can be stated that coffee
shop business attracts the wide range of the customers within the market. Therefore, high
technology aids to attract the wide range of the customers. Thus, the total number of respondents
are 30. In this, 28 said yes, 1 said no and 1 is not sure of it. Therefore, high technical
advancement affects the growth of market and it aids to build up the competitive advantage
within the market.
Theme 8: Innovation as adding vegan alternatives helps to build attraction of customers.
8. Is innovation as adding vegan
alternatives aids to build up
attraction of customers. Frequency %
Yes 26 86.67%
No 2 6.67%
26
Yes
No
May be
0 5 10 15 20 25 30
28
1
1
Frequency

May be 2 6.67%
Total 30 100.00%
Interpretation- As per the above tabular presentation it can be stated that high level of
innovation aids to enhance the attraction of the customers. By adding vegan alternative
customers can be attracted towards the working of products. Thus, total number of respondents
are 20. In this, 26 said yes, 2 said no and 2 are not sure of it. Therefore, the higher level of
innovation aids to build up the proficiency within the market.
27
Yes
No
May be
0 5 10 15 20 25 30
26
2
2
Frequency

Theme 9: Quality of products enhance sales of coffee business.
9. Does quality products
enhance sales of coffee
business? Frequency %
Yes 25 83.33%
No 3 10.00%
May be 2 6.67%
Total 30 100.00%
Interpretation- As per the above stated graphical presentation it can be stated that better use of
quality commodities aids to enhance the sales of coffee business within the market. Therefore,
28
25
3
2
Yes
No
May be

quality ingredients attracts wide range of customers within market. Thus, total number of the
respondents are 20. Under it, 25 said yes, 3 said no and 2 are not sure of it. Enhancement in sales
of coffee business aids to enhance the sales of coffee business.
Theme 10: Expansion of menu attracts customers.
10. Is expansion of menu aids
to attract customers and
encourage larger purchase? Frequency %
Yes 27 90.00%
No 2 6.67%
May be 1 3.33%
Total 30 100.00%
29

Interpretation- Based on the above graphical presentation it can be stated that better and
effective menu aids to attract the customers within the market. By adding of the attractive
options to the menu helps to attract the customers within the market of UK. Thus, there are total
number of 20 respondents. In this, 27 said yes, 2 said no and 1 is not sure of it. Therefore, it can
be stated that expansion of menu aids to attract the customers.
Theme 11: Yes, combo offers and discounts aids to attract the customers.
11. Do you think facilities as
combo offers and discount aids
to attract the customers. Frequency %
Yes 26 86.67%
No 3 10.00%
May be 1 3.33%
Total 30 100.00%
30
Yes
No
May be
0 5 10 15 20 25 30
27
2
1
Frequency

Interpretation- Based on the above graphical presentation it can be stated that combo offers and
facilities of discount aids to attract the customers at the wider aspect. By offering product at the
discount prices helps to gain the competitive advantage within the market. Thus, there are total
number of 20 respondents. In this, 26 said yes, 3 said no and 1 is not sure of it.
31
Yes
No
May be
0 5 10 15 20 25 30
26
3
1
Frequency

Theme 12: Effective promotion helps to make coffee shop business successful.
12. Does effective promotion
tool aids to make coffee shop
business successful. Frequency %
Yes 22 73.33%
No 7 23.33%
May be 1 3.33%
Total 30 100.00%
Interpretation- Based on the above graphical presentation it can be stated that effective
promotional tool aids to enlarge the coffee shop business. By conducting business successfully, it
can be possible to attract wide range of the customers within the market. Thus, the total number
of the respondents are 30. Under this, 22 said yes, 7 said no and 1 is not sure of it. With help of
undertaking promotional activities effectively, the entity can gather the attraction of the
32
Yes
No
May be
0 5 10 15 20 25
22
7
1
Frequency

customers. So, it can be stated that the effective promotional tool aids to bring effective growth
within the enterprise and it also helps to conduct the enterprise activities effectively.
Theme 13: Aiding of natural ingredient to coffee shop aids to health conscious customer.
13. Is adding of natural
ingredients to coffee helps to
health conscious customers. Frequency %
Yes 21 70.00%
No 8 26.67%
May be 1 3.33%
Total 30 100.00%
Interpretation- As per the above stated graphical presentation it can be stated that aiding of the
natural ingredient to the products aids to attract the health conscious customers within the
33
Yes
No
May be
0 5 10 15 20 25
21
8
1
Frequency

market. By the use of organic products, the demand of the customers within the market can be
enhanced. Therefore, the total number of the respondents are 30. Under this, 21 said yes, 8 said
no and 1 is not sure of it. With the use of organic commodities the demand of customers can be
enhanced and it attracts the customers within the market. As per the today's scenario the natural
ingredient within the coffee aids to promote number of the health benefits to customers.
Theme 14: High quality commodity at reasonable price rates attracts customers.
14. Do high quality
commodities at the reasonable
price rates attracts to customers. Frequency %
Yes 16 53.33%
No 2 6.67%
May be 2 6.67%
Total 20 66.67%
34
Yes
No
May be
0 2 4 6 8 10 12 14 16 18
16
2
2
Frequency

Interpretation- Based on the above graphical presentation it can be stated that commodities of
high quality mainly attracts the customers. Therefore, quality plays the crucial role in order to
satisfy the customers. In order to gain the competitive advantage within the market, it is crucial
to develop the enterprise in an effective mode. Thus, total number of the respondents are 30. In
this, 26 participants said yes, 2 said no and 2 are not sure of it. In addition to it, it can be said that
high quality commodities attracts customers. Thus, better quality commodities attracts wide
number of customers within the market.
Theme 15: Reaching to entirely new customer helps to boost up the sales.
15. Is reaching to entirely new
customers aids to boost up the
sales? Frequency %
Yes 27 90.00%
No 2 6.67%
May be 1 3.33%
Total 30 100.00%
35

Interpretation- Based on the above stated graphical presentation it can be stated that with help of
reaching the entirely new customer it can be possible to boost up the sales within the market by
providing good and better taste. With help of reaching to the entirely new customer the firm can
get advantage to be productive at the enterprise, thus, total number of the respondents are 20. In
this, there are total number of 30 respondents. Henceforth, 27 said yes, 2 said no and 1 is not sure
of it. With help of reaching to the new customer segment within the market, the entity can
perform their business activities in most effective and efficient mode.
Theme 16: social networking programs are very helpful to build the publicity within UK.
16. Does social networking
programs aids to enhance
publicity of cafe within
individuals. Frequency %
Yes 28 93.33%
No 1 3.33%
36
Yes
No
May be
0 5 10 15 20 25 30
27
2
1
Frequency

May be 1 3.33%
Total 30 100.00%
Interpretation- Based on the above graphical presentation it can be stated that social networking
program is one of the effective tool that provide the chances to get interact with the public.
However, social networking program aids to foster the loyalty and to reach the new customer
within the market. Therefore, the total number of the respondents are 30. In this, 28 said yes, 1
said no and 1 is not sure of it. With the help of effective social networking program the customer
can perform their things effectively and efficiently.
37
28
1
1
Yes
No
May be

CHAPTER 5 DISCUSSION
From the above graphical presentation it can be stated that each new start wants to
enhance the sales by taking various initiatives to bringing modification. In order to enhance the
sales of the cafeteria the firm is taking various initiatives so that growth within the market can be
developed. Hence, Maye, Kirwan and Brunori, (2019) stated that by providing the larger menu
with more meal oriented option can be the effective way in order to enhance the sales of the cafe
with a limited menu. By adding soup, salads, sandwiches and wraps are the quick and affordable
mealtime destination. Therefore, the adding up of the cafe menu with the current changes of the
lifestyle aids to attract the customers at the wider aspect.
As per the view of Kim, Kim and Holland, (2018) it can be stated that with help of
having promotion program by the owner of the cafeteria also aids to build competitive advantage
within the market. Hence, cafe staff can be open in events are as live music, poetry, readings,
games nights etc. In order to be attractive within the market, there are number of the cafe that are
currently providing special offerings such as organic and vegan products aids to build up the
customer within the market. According to the view of Filimonau, Krivcova and Pettit, (2019)
stated that with use of offering discount and combo offers can also gather the attraction of the
new customers. The use of social marketing channels also allows reaching to the wide number of
customers within the market.
Thus, cafe business must have the use of technical advancement so it can attract the
customers at the wide level. In contrary to stated that Han and et.al., (2018)with help of learning
that how to make coffee shop business more efficient can enhance the profitability within the
enterprise by allowing employees to put their focus on customer satisfaction. However,
stated that quality is one of the best commercial decision made by the enterprise and it also aids
to attract the larger individuals within the market. As per the view of Banu, Rahman and Khan,
(2018) stated that Quality factor is one of foundation stone of the coffee shop as it mainly attract
the wide range of customers within the market.
CHAPTER 6 CONCLUSION & RECOMMENDATION
CONCLUSION
From the above study, it has been summarized that Entrepreneurship is a new trend in
today's corporate world. They are established by innovative and creative entrepreneurs who are
successfully able top contribution in the economy of UK market. Entrepreneurs are those people
38

who tries to do something new and change the current trends by attracting customers towards its
products and services. Coffee sector of beverage industry is one the most successful industry in
UK market due to increasing demand of varieties of coffee and coffee drinkers. People loves
coffee as its tastes, quality and appeal is unique which make UK especially London's citizens
crazy and addicted towards it. Research on coffee shop in London market has been a new
research topic due to increase its demand and its providers in London. Moreover, anyone who
are interested in the coffee market and think to enter into this market, need to know about the
industry and its trend in the London market, United Kingdom (UK).
The present report is about the new established coffee shop company, namely Ferry
Coffee Shop. It is a new company which is establishing in London, United Kingdom (UK). It
also deals with the various analytical data which pictured the coffee sector in London market.
In London market, there are various opportunities for the coffee shop to open its new
business and expands its business because their demand is unstoppable and increasingly which
open a lot of scope in the market for the coffee sector. People of London wants healthy and
energy boost beverage which is none better than coffee. People are moody and they change a lot
which affect their lifestyle constantly which also change their tastes, preferences, demand and
perception. For the successful business, owner, management team and employees need to change
and modify their products and services according to the customers. Thus, it is really very
important for them to keep an eye on the behavior, demand and preferences of their customers.
Owner is the one who is responsible for the business success. Thus, owner should be careful
during the selection of the business area, their model, their management teams, their decisions
and another aspects which impact the success and profitability of the business.
RECOMMENDATION
On the basis of above report, the recommendation relates to make coffee shop business
successful has been given in following context as-
1. The owner to the coffee shop must provide the facilities as Wi-Fi, novels, gaming zones
etc. It is the modern attractive tools that aids to enhance the attraction of the customers
within market.
2. In order to make coffee shop business successful, it is crucial to provide innovative
products and different taste to customers so that customer to firm can be retain for the
39

longer period. By modification in the menu and by expanding it can enhance the
attraction of the customers.
3. Owner should focus on the e-marketing strategies as people are using social media and
internet. So that through e-marketing, company can attract its customers and gain
competitive advantages over its competitors.
4. Owner should focus on the theme and select the unique theme for its coffee shop because
theme adds a novelty which makes customers curiosity and attract them towards
business.
5. Owner should have knowledge about the preferences and lifestyle of London based
customers so that they can make and provide their services accordingly in order to attract
them towards business and retain them for longer time.
6. Owner should prepare cafe business plan so that during launching, there should be no
arisen of any kind of problems which can impact the brand image of the company. Thus,
in cafe business plan, following aspects must be covered such as – objectives, mission,
vision, finance, location, premises, products, services, industry, competition, target
customers and target market etc.
7. The menu of the new coffee shop plays an important role in the brand image of the
company. Thus, owner and company management team should also focus on the menu
and its related aspects such as color scheme, font, layout and design etc.
8. Owner should also make sure that all the regulations regarding cafe and hospitality
industry must be followed by the company. This regulations deal with food business
registration, entertainment license, health and safety tools & techniques, environmental
health, insurance, employment and customers rights etc.
40

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