Growth Strategies for Muffin Break: A Case Study

MKT4007 Entrepreneur Research
Project

Table of Contents
INTRODUCTION...........................................................................................................................................3
ORGANIZATION IDENTIFICATION................................................................................................................3
Internal analysis.......................................................................................................................................3
Environmental analysis............................................................................................................................4
Analyzing Opportunities..........................................................................................................................5
Strategic analysis.....................................................................................................................................5
DATA COLLECTION AND ANALYSIS..............................................................................................................6
Research type..........................................................................................................................................6
Research philosophy................................................................................................................................6
Research approach...................................................................................................................................6
Research Design......................................................................................................................................7
Data collection Methods..........................................................................................................................7
Ethical consideration...............................................................................................................................7
Data analysis...........................................................................................................................................8
LITERATURE REVIEW....................................................................................................................................9
Notion of growth strategies for business organisation.............................................................................9
Several growth strategies that can be adopted by Muffin Break while operating at international scale. 11
Several ways through which growth strategies can be implemented at workplace with minimal barriers
...............................................................................................................................................................13
GROWTH STRATEGY PROPOSAL................................................................................................................15
Resources led approaches......................................................................................................................15
Partnership and Alliances......................................................................................................................16
CONCLUSION.............................................................................................................................................16
REFERENCES..............................................................................................................................................18

INTRODUCTION
Growth strategy is an action plan that permits business to attain high market share that
presently have. The growth strategies are helpful for business in enhance the sales as well as
business. This is one in which the management plan to attain the growth of business in the
different fields such as marketing, financial resources, manufacturing and others. The growth
strategy is helpful for the business to expand at the international level. The growth can be
attained through the practices such as adding the new locations, expanding product line and
investing in the acquisition customer (Bannò and Trento, 2016). Muffin Break is franchise
business of the Foodco which operates the small cafe shops throughout New Zealand, Australia,
India and United Kingdom. The growth of Muffin Break has come as partnership result with the
franchisee that trusts on company and brand.
ORGANIZATION IDENTIFICATION
Internal analysis
Internal analysis is exploration of competency of company, competitive viability and cost
position at marketplace. Conducting internal analysis incorporates the measures which give the
useful information on strength, weakness, threats and opportunities. For the internal analysis,
there has been SWOT analysis conducted. SWOT is associated with internal influences.
Strengths and weaknesses fall under category of the internal variables, both of which they can
manage fairly. Opportunities and threats are come under the umbrella of external factors and find
issues for which can do little (Beamish and Lupton, 2016). The two types combine to give a
detailed view of the role of business model. SWOT Analysis of Muffin Break given below:
Strengths
 This is a well established and the brand
recognition company.
 The Muffin Break has the strong brand
image that related with the quality of
coffee as well as the excellent customer
services.
 This possesses potential for the new as
Weaknesses
 Muffin Break needs wider spread of the
consumer base.
 It has the limited presence at the
various locations.
 The large number of competitors
available at market place.

well as innovative operations of store.
Opportunities
 It has the opportunities to expand its
market in the emerging economies.
 Muffin Break can enhance its
knowledge in the new advancement in
technology to use in the stores.
 It has the opportunity for the strategic
growth initiatives.
Threats
 High competition.
 The recession in economy impact on
the spending of customers.
Environmental analysis
Global, Regional and emerging markets- Coffee is one of the best-traded agricultural
goods in world, exporting for 2017 alone 70 percent of all coffee production, valued at USD 19
billion. 1.2 Industry retail demand amounted to 83 billion dollars during the same period and
generated 125 million jobs. Coffee is significant factor in society's daily life, and a source of
caffeine is best in the world. The global coffee industry is growing substantially through the
manufacture of goods almost exclusively in developed countries. More than 70 per cent of
clients enjoy home-crafted coffee, according to a study by the National Coffee Association.
Customers were slowly switching from cocktails to coffee beverages (Bianchi and Mathews,
2016).
Socio cultural influences- In this present time, preferences and tastes of consumers are
changing on rapid basis. Stereotypes that say Britain generally drinks strong pots of coffee or
brown pints in local pub, but 70 million cups of coffee beverages in the UK say something
different every day. Cursory look down the local road now reveals the nation addicted to coffee.
Across various cafes, commuters are taken care of to avoid exhaustion across espressos and
soup-ball lattes. The impact of coffee was enhanced by the advent of the digital era when
computers, mobile phones and tablets freed several workers from the office. Café stores filled
holes when recession struck and demolished the supermarket lane. Coffee shops are a convenient
place to socialize and interact together through WiFi.