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Business Case Study Of Marvin and Smith's Coffee Shop (Doc)

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Added on  2021-02-20

Business Case Study Of Marvin and Smith's Coffee Shop (Doc)

   Added on 2021-02-20

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MARVIN & SMITHCOFFEE SHOP
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Table of Contents1. JUSTIFICATION OF THE CHOSEN COUNTRY FOR EXPANSION....................................12. MARKETING MIX.....................................................................................................................23 KEY FACTORS CONSIDERED BY MARVIN & SMITH TO EXPAND THEIR BUSINESS ..........................................................................................................................................................34 INFLUENCE OF PROFITABILITY AND LIQUIDITY RATIOS IN MAKING DECISIONS5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
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1. JUSTIFICATION OF THE CHOSEN COUNTRY FOR EXPANSIONMarvin & Smith Coffee Shop are planning to expand their business. After analysing andevaluating the situation of different regions they found out that if they want to enlarge theirbusiness Italy is one of the suitable place. Italy has come out to be a beneficial country as thedemand for coffee is quite high. The average utility is approximately 3 cups per day. The Italy'smarket fits well with Marvin & Smith model of providing premium coffee. The royal class ofconsumers in Italy do not hesitate with the high price charged for high-quality coffee. Thecountry is the 8th largest coffee importer in Europe and that makes it total of 6% of the country'simport. In 2017, Italy imports generated a revenue of over 170 thousand tonnes. This supportedthat the country is beneficial for expansion plan( Kotler and et.al., 2015).These figures are theanswers to the high consumption pattern in Italy. These all data's relate to the fact that Italymarket is favourable for Hank Marvin and Patty Smith to expand their business of coffee.Lifestyle And Culture in Italy Italy has its own lifestyle and culture that is different and unique in every sense fromother countries. The people of Italy belongs to the culture that brings a desire to enjoy their livesfreely. And their cafe culture is different then one can think. A person on an average visit cafesfor 6-7 times a week which is comparatively high than other countries. People at Italy havejoyful and loving nature that brings them to celebrate even smallest of happiness that came intotheir lives and that to with their friends and family. And people are ready to pay the pricesthough high but they know that they are getting the coffee that is worth that money. There are somany coffee shops in Italy which tends to show that people their have quite deep interest forcoffee and consumers have high liking for chocolate and coffee that brought them to like thatcombination. Hence it is logical to expand their business in Italy.Ethical Considerations Code of Ethics followed by the people of Italy is high so Marvin & Smith has to lookafter all the agreements and have to be attentive about all the ethical codes followed by thecompany. They have ensured that they are clear about the agreements made with local partnersand other authorities. They have various benefits for the people working at the shop and theyfollow the code to have customer satisfaction that will eventually help them to have goodcustomer base(Lovelock and Patterson 2015). Structural Challenges1
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