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Marketing Mix of Marvin & Smith Coffee Shop

   

Added on  2021-01-02

11 Pages3461 Words309 Views
COFFEE SHOP ABROADBRANCH CASE STUDY

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................31. Justification for expansion of Marvin & Smith's coffee shop in France. ...............................32. Marketing mix to have expansion of Marvin & Smith coffee shop in France........................43 Key factors................................................................................................................................54 Using financial information......................................................................................................75 Conclusion................................................................................................................................8REFERENCES..............................................................................................................................10

INTRODUCTIONThe present report is based on to develop British coffee shop chain business, HankMarvin and patty smith coffee shop. Therefore, this enterprise was founded in 2016. Aftergetting effective success in the market of the UK, the whole authority is looking to haveexpansion of coffee shop in another potential country of EU. Furthermore, the main purpose of this report is to conduct the research for analyzing andrecommending the most suitable EU country (Dalla Costa, Saes and Gonçalves, 2018). In orderto undertake the expansion, France has been selected as the recommended international marketor Marvin and Smith coffee shop. Therefore, suitable strategies will be adopted for the enterprisein the targeted market that have been analyzed in the report. 1. Justification for expansion of Marvin & Smith's coffee shop in France. The EU nation has been recommended for international expansion of Marvin & Smithcoffee shop and there are number of reason why only this place is selected. Therefore, France isone of the place that attracts tourist at larger extent (Mukherjee, Makarius and Stevens, 2018).Hence, the culture and lifestyle of the people are here is the main reason that's recommending thenations at the most potential market place for the Marvin and Smith's coffee shop. In addition toit, this can be stated that traditionally there are number of high shops and that all are at the riskafter relaxation of France planning law that provides enhancement to the superette cafes. However, the big thing in the France is the cafe culture and there are number of the cafesin the high street there are maximum number of cafes presents. Therefore, it can be stated thatFrance is a one of the large and mature coffee market with the long tradition of coffeeconsumption and there is also wide variety of tourist. Thus, effects of caffeine consumption onhealth put the French sector under pressure (Singh Gaur and Ketencioglu, 2018).There are larger enterprise that putting mainly consideration over the single servingpackaging in terms to maintain French consumer interest. Revenue in the Coffee segmentamounts to US$ 2,673m in 2019. The market is expected to grow annually by 2.0%. Therefore,the market size for coffee in France is at wide level. Hence, decrease in sales of standards offresh ground coffee mainly explains the decrease in consumption of coffee. Hence, market isexpected to grow annually at the with the help of 2.0%. France market value is very high that isalmost 30% by volume marketed. the public of French are drinking more coffee away from homeand they also sales coffee beans, fresh ground coffee capsules and instant coffee are slightly

selling in the market. Thus, coffee capsules are one of the fastest growing category in the coffeemarket in France (Fouskas, Kitsios, Vlachopoulou, and Tsiavos, 2018). It has also been statedthat France is stand at the fifth largest importer of green coffee beans in Europe with the share of6%. Therefore, total french imports of green coffee beans in 2017 amounted to 205 thousandtonnes. 2. Marketing mix to have expansion of Marvin & Smith coffee shop in France.In order to have expansion of Marvin & Smith coffee shop, the place as France has beenselected. However, suitable marketing mix strategy is need to be developed for the enterprise tofollow or to expand in newly market. Thus, its defined in following manner as- Product- One of the core part of Marvin & smith's coffee shops is that they serve the qualitycommodities and have the use of the finest beans from the Ghumtindo. However, to attract thecommunity of France the entity is coming up with the innovation as to offer dietary biscuits withcoffee (Pathak, 2018). Thus, they are also taking the initiatives to promote coffee and snakes forhealth oriented consumers and it will include good source of calcium, protein rich and perfect forconsumption by vegetarians. Hence, this entity will enhance their product portfolio in Francewith inclusion of popular types of flavours of cake liked by France people with coffee. Price- In France, there are number of the coffee shops and it has limits its brand recognition inthe international market. So, there are lot of competitors exists within the market. Therefore,enterprise must have the use of competitive pricing policy and it is one of the effective strategythat will be used by enterprise in order to gain consumer attention and preference (Deng, Liu,Gallagher and Wu, 2018). Thus, to have attractive expansion in France it is crucial to offerdiscounts to customers so that commodities can become popular within market. Promotion- It can be done with the help of retail channels and product itself with use of bannersand the corridors of supermarkets that have snakes, dairy products etc. In order to promote theproduct in France, they will have the use of social media channels, advertisement and onlinemode. Therefore, commodities can be advertised with help of radio and subway stations. Inaddition to it, enterprise needs to have the effective use of promotional strategies to popularisethe commodities within the market. It is need to be done in order to attract the customers withinthe market. Moreover, the enterprise needs to highlight its fair trading efforts and uniquecustomer facilities (Agbim and Eluka, 2018). By the use of the better promotional techniques itcan be possible to stand apart from the competitors in France. In order to promote the product in

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