Marvin and Smith Coffee Shop - Essay
Added on 2020-12-18
12 Pages3174 Words416 Views
COURSE WORK
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1QUESTION 1...................................................................................................................................1Discussing the choice of country in which business should expand to.......................................1QUESTION 2...................................................................................................................................3Producing marketing mix of the business for expanding to country..........................................3QUESTION 3...................................................................................................................................4Identifying any issues that may be faced by business.................................................................4QUESTION 4...................................................................................................................................6Computation of financial ratios of company...............................................................................6QUESTION 5...................................................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
INTRODUCTIONExpansion decision from one country to another is crucial decision which needs to betaken by firm after conducting market research. Present report deals with Marvin and Smith'scoffee shop which is planning to expand to Romania for accomplishing more customer base andincreased profits. Report will discuss about feasibility of Romania as choice of country inEuropean nations. Moreover, tailored marketing mix will be produced for business. The globalissues which affects operations will also be explained. Financial ratios of profitability andliquidity group will be calculated. Lastly conclusion will be provided whether firm shouldexpand to Romania or not.MAIN BODYQUESTION 1Discussing the choice of country in which business should expand toThe expansion decision plays a crucial role for the company so that it may be able toenhance its profits with ease. For accomplishing this, conducting market research is equallyimportant for familiarising with demands and needs of customers in the best manner possible. Itis required that company should conduct proper marketing research by which better avenues maybe attained by it. Analysing demand and needs of customers become essential as it cannotachieve task in effective manner. European countries are the highest coffee consuming nationsfor which firm can expand into (Winarno, 2018). In addition to this, Romania has been chosenfor expanding operational activities.Romania has been chosen as culture and lifestyle of people are to be analysed so thatdemands can be met. The country is suitable for the coffee shop to initiate operations as it willhelp it to garner good amount of profits. This is evident from the fact that Romania come at 26thposition among the highest coffee consuming European nations. Per person average of 2.3 kg percapita is consumed which makes suitable for Marvin and Smith's coffee shop to expand itsoperations into Romania so that stated objectives can be met in the best manner possible.Moreover, more than 2 coffee cups/day is consumed in Romania which provides clarity thatpeople are highly addicted to coffee making it suitable for coffee shop in effective manner(Coffee consumption in Romania – what the data tell us. 2018). It can be analysed that firm may1
be able to enhance its revenue as Romania has the highest caffeine consumption nation in thebest manner possible.On the other hand, culture and lifestyle has immense importance for Marvin and Smith'scoffee shop. Culture of people of Romania is inclined more towards coffee in comparison toother similar beverages. This becomes plus point for firm as it will be able to effectively attainprofits and satisfy citizens of Romania quite effectually. It can be analysed that climaticconditions are also to be taken into account (MOHAMAD, MOHAMMAD and ANDREA,2017). It can be seen that Romania have temperate continental climate as influenced by CentralEurope characteristics leading for hot summers and cold winters and snowfall from December toMid-March. This means that climatic conditions are moderate and Marvin and Smith's coffeeshop would be able to accomplish profits in effective manner. Moreover, both hot and coldcoffee can be sold by it suiting climate of country. Ethical considerations are required to be taken into account for engaging in fair trade inthe best manner possible. It includes staff welfare should be key factor so that workers may besatisfied by maintaining work-life balance. Logistical considerations are to be assessed. It can beanalysed that coffee beans suppliers are available and transportation facilities are appropriate bywhich firm may be able to provide coffee to customers in an timely manner. Cable cars, rollersfor handling bulk of coffee beans are being available by which firm could be able to attain goodcustomer base.It can be analysed that location is also crucial way for firm for achieving benefits ineffective manner. It is needed that location of the coffee shop should be in heart of city so thatmaximum customers may visit and grab cups of coffees (URSACHI, 2018). The location isimportant as it is not located nearby within people's reach, customers will not be attracted up to ahigh extent. Thus, Bucharest, capital of Romania has been chosen as it is most populous city ofcountry and with that more customer base can be accomplished. Hence, by conducting marketresearch, it can be said that Romania is favourable for Marvin and Smith's coffee shop to expandinto.2
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