Growth Strategies for Muffin Break: An International Expansion Case Study

MKT4007 Entrepreneur Research
Project

Table of Contents
INTRODUCTION...........................................................................................................................................3
To analyze emerging opportunities for Muffin Break..............................................................................4
To evaluate relevant theoretical framework to propose suitable growth strategies for Muffin Break.. .4
ORGANIZATION IDENTIFICATION.................................................................................................................4
Internal analysis.......................................................................................................................................4
Environmental analysis............................................................................................................................5
Analyzing Opportunities..........................................................................................................................6
Strategic analysis.....................................................................................................................................7
RISK ANALYSIS..............................................................................................................................................7
DATA COLLECTION AND ANALYSIS...............................................................................................................8
Research type..........................................................................................................................................8
Research philosophy................................................................................................................................8
Research approach..................................................................................................................................8
Research Design......................................................................................................................................9
Data collection Methods..........................................................................................................................9
Ethical consideration...............................................................................................................................9
Data analysis..........................................................................................................................................10
LITERATURE REVIEW..................................................................................................................................11
Analyze emerging opportunities for Muffin Break.................................................................................11
Evaluate relevant theoretical framework to propose suitable growth strategies for Muffin Break......13
GROWTH STRATEGY PROPOSAL................................................................................................................16
Market led approaches..........................................................................................................................16
Resources led approaches ....................................................................................................................16
Partnership and Alliances......................................................................................................................17
CONCLUSION.............................................................................................................................................17
REFERENCES..............................................................................................................................................19

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.
Rationale
Growth strategies are helpful in expanding the business at international level. This has
been analysed that there are many growth strategies which mainly adopted through large scale
firm while operating business at international level. Through conducting this investigation,
knowledge about the growth strategies can be enhanced. It is an interesting topic because
company take the benefits while operating business at international level. This can be said that
while conducting business at the international level so this is important for company to identify
growth option so they can create positive brand reputation. Through this, business can improve
the its competitive presence at global level.
Aim
To investigate about several growth strategies that can be adopted by businesses while
expanding at international scale. A case study on Muffin Break.
Objectives
To analyze emerging opportunities for Muffin Break.
To evaluate relevant theoretical framework to propose suitable growth strategies for Muffin
Break.
Questions

 What are the emerging opportunities for Muffin Break?
 What are the theoretical framework to propose suitable growth strategies for Muffin
Break
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
 Muffin Break 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.
 Muffin Break possesses potential
for the new as well as innovative
operations of store.
Weaknesses
 It has the limited presence at the
various locations.
 The large number of competitors
available at market place.
Opportunities
 In future, Muffin Break can expand
its market in the emerging
economies.
 Muffin Break can enhance its
Threats
 High competition.
 The recession in economy impact on
the spending of customers.