Research For Expansion Of Filiz & Smith's Coffee

Added on -2020-02-14

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Moving the coffee shop in anyEuropean country1
TABLE OF CONTENTS1. Research and deciding on country where Filiz and Smith's coffee shop can expand into ......32. Marketing mix in relation to coffee shop expansion plan........................................................33. Implications of the need for Filiz and Smith's to cover wider geographical area....................44. Evaluating profitability and liquidity.......................................................................................55. Overall viability of the overseas expansion.............................................................................6REFERENCES ..............................................................................................................................72
1. Research and deciding on country where Filiz and Smith's coffee shop can expand into On researching it has been gained that country within European union wherein Filiz andSmith's coffee shop can expand into is Germany. This is due to the reason that particular ishighly developed and greater scope can be seen in terms earning higher profitability withinGermany can viewed. Also there is presence of several suppliers of coffee beans within Germanywho can offer higher quality raw material to the company. Thus such would assist the coffeeshop in making delivery of the superior quality products to the target market. In addition to this ithas been gained that also here the people possess higher needs towards gaining quality productsand there is little role played by price in case of Germany (“Hamzah and Sutanto, 2016”). Thusin order to comply with the needs and expectations of the target market the coffee shop wouldoffers the customers with higher quality coffee and would also offer additional services in orderto satisfy the needs of the customers in Germany to a greater extent. There is greater demand fororganic fresh coffee within Germany that can be seen to perform healthily. The disposableincome of the people in Germany is high. Thus there is huge demand for such products to agreater extent. Furthermore they have greater income that can be spend on everyday products inan effective manner. Filiz and Smith's coffee shop has greater ethos in promotion of trade in fair manner.There is presence of various ethical and structural considerations that needs to be kept in mind bythe company. This is in relation with adoption of the fair trade policy that helps in developmentof trust among the customers to a greater extent (“Auboin and Blengini, 2014”). Further thefactors such as staff welfare would be taken into account in order to expand the coffee shop inGermany. Thus in order to make sure such staff will be provided with highest standard trainingand also are provided with opportunities related with development that are beyond theircompetitors (“Gordon, 2012”). Ethical consideration in terms of equality to the staff memberswould also be ensured to a greater extent. It is being assessed that there is greater need of thecustomers in Germany regarding specialty coffee. Thus unique flavors coffee needs to beprovided so as to offer satisfaction to the target market (“Duca, Muellbauer and Murphy, 2016”).The structure consideration have also been taken into account so that customer can accept theproducts and services offered by coffee shop in an effective manner. 3

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