Marketing Report: AMT Coffee - PESTLE and SWOT Analysis

This report provides a comprehensive marketing analysis of AMT Coffee, a small-scale coffee organization operating in the UK. It begins with an introduction to marketing principles and then delves into a PESTLE analysis, examining the political, economic, social, technological, environmental, and legal factors influencing the company's macro-environment. The report then identifies AMT Coffee's internal capabilities through a SWOT analysis, highlighting its strengths, weaknesses, opportunities, and threats. The SWOT analysis covers areas such as product quality, technological limitations, and competitive pressures. Finally, the report concludes with recommendations for AMT Coffee to improve its market position and address identified challenges, emphasizing the importance of strategic planning and leveraging available resources to achieve its goals. The report underscores the importance of adapting to the changing technological landscape and the need for effective strategies to manage both internal and external factors.

Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Current key factors within the macro environment which may impact AMT Coffee ....................4
PESTLE ANALYSIS......................................................................................................................4
Identification of Internal capabilities and Recommendations.........................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is termed as an action of effective promotion and selling of goods as well as
services to customers. In simple terms it is an activity that include various set of actions like
processes for creating, set of institutions, delivering, exchanging offerings and delivering. Small

scale organisations effectively operate their functioning as to ensure higher customer satisfaction
by offering them qualitative products and services. Present report has been based on AMT
Coffee. It is small scale organisation within UK. In this report formative discussion has been
made on PESTLE and SWOT analysis with the help of which company can effectively able to
identify their internal as well as external environmental factors. In addition with this,
recommendations has been included in this report.
Current key factors within the macro environment which may impact AMT
Coffee
PESTLE ANALYSIS
This is a comprehensive and analytic model that is taken into use by an organisation with
a view to devise strategic planning. This framework provides aid to corporations across the globe
in gaining an insight into the macro environment of firm and thereby stipulate strategies that can
provide competitive edge to organisation over rivals present at market place. With the help of
this model, an enterprise is able to identify the potential opportunities as well as threats present
in external environment that possess the capability to influence the operations of a corporation.
In this relation, the management of AMT Coffee Ltd has applied this model to ascertain the
strategies that would prove to be fruitful for the company in inflating its market share as well as
positioning within the confines of domestic profit. The major operations of this coffee
organisation lie in London, thus PESTLE analysis of AMT Coffee Ltd is conducted with respect
to UK. The analysis of its factors is presented as follows:-
Political:
It has been seen that UK measure political and electoral transitions along with crises
within last 12 months. These political events emit four political trends namely increased local-
level and popular positiveness, cry for reforms and democracy, re-definition of concepts of
politics and power and greater public accountability. Thus, it has been seen that AMT Coffee
Ltd might face difficulties in operating their operations in marketplace of UK. In addition with
this, with the due implementation of strategies AMT can gain political advantages from UK
government in terms of disposable income of consumers, interest rates, exchange rates and more.
Along with this, with the implementation of Free Trade Area that has been implied by United
Kingdom ATM can effectively able to conduct their operations in regional tariff reduction area.

Economic:
This is a factor of macro environmental analysis which includes aspects such as foreign
exchange rate, inflation, interest rates, labour marketplace situations, savings rate and many
more. It is essential for an organisation to consider these factors while doing strategic planning as
they define the overall economy within which an entity carries out its operations. UK is a
developed country which facilitates the growth of small scale enterprises such as AMT Coffee
Ltd as it renders a number of opportunities for the company. These include excellent network of
infrastructural, communication, transportation, supply chain and logistics facilities. This entity
also gains advantage from the large sum of money that is put by government of United Kingdom
for the development of this nation as a whole. Although most of the economical aspects stand in
favour of the respective coffee chain, there are some significant factors that restrains its growth
from taking place in an effective manner. One of such factors is BREXIT which pose challenge
to the sustainability of corporations carrying out their operations within UK. Yet another factor is
low level of unemployment within the concerned nation. This implies that AMT Coffee Ltd
would have to provide more wages to skilled and talented individuals belonging to UK to hire
them for being a part of the organisation.
Social:
This factor of PESTLE analysis seeks to provide an overview of the traditions, values,
customs, ideologies and trends pertaining to a particular nation. Also, it includes the cultural
aspects and the characteristics of population of country as a result of it. This also encompasses
gaining comprehensibility of demographic trends, power structure and disposable income of
consumers. In this regard, AMT Coffee Ltd can develop creative and appealing marketing
content after gaining knowledge of all the before mentioned factors. This provides aid to the
corporation in creating awareness among people about its offerings and thereby undertaking
measures to achieve the long term objectives of company. The score of UK in relation to PDI is
35 which indicates that the nation believes in doing fair play through stipulation of equal
treatment for all persons pertaining to the country. In addition to this, UK being a masculine
country emphasizes upon the course of actions of society to be goal oriented. Further, it has been
identified that the migration rate of UK is relatively higher than other European nations. The
present figures stand at an average of approx. 3.5 % of total population of the country mobilising

each year. This has a great influence over the marketing strategy as well as content used by
AMT Coffee Ltd to carry out promotion and advertising.
Technological:
The efflux of time brings with itself a number of technological disruptions that need to be
taken into account by companies across the globe, irrespective of their size and scope. In this
regard, the technologically advanced state of UK presents opportunities for AMT Coffee Ltd to
inflate its profitability as well as revenues by way of leveraging the latest and emergent trends of
market. With the evolution of time, social media marketing has emerged as one of the most
popular trends that are being taken up by companies to create awareness among people. This is a
platform which is a leisure and commercial space for 45 million users. This equals to 65% of the
total population of UK. Out of this total, 39 million users operate social media accounts over
their mobile phones. Thus, AMT Coffee Ltd can capitalise upon social media marketing to gain
competitive edge in market and build extensive customer base who do not intend to shift to
alternate brands.
Environmental:
This factor of external business environment analysis comprises of weather, climate and
other environmental aspects. It is significant for a firm to act in the interest of environment so as
to gain support and facilitation from government as well as customers. In this relation, the
management of AMT Coffee Ltd makes sure that the entity undertakes sustainable practices so
as to act in the favour of nature. Further, the systems and technologies used within the confines
of AMT Coffee Ltd are such that they do not generate large carbon emissions, thereby
contributing significantly towards the preservation of environment. CSR initiatives such as free
education to poor people, are also taken up by this small coffee chain to gain appreciation from
government and public.
Legal:
This factor of macro environmental analysis consists of a large number of laws and
legislations such as health & safety, employment laws, labour laws, discrimination act and many
more. In this relation, the main concern for AMT Coffee Ltd remains to be the assurance that all
of its departments as well as units comply with laws prevailing within the confines of United
Kingdom. The entity has even devised its code of conduct and ethics whereby it has clearly
mentioned that the employees who will breach the rules would be fired immediately. An incident

whereby the company fails to meet the provisions of any of the laws would result in adverse
consequences for AMT Coffee Ltd such as imposition of fines or penalties.
Identification of Internal capabilities and Recommendations
SWOT ANALYSIS
SWOT analysis is termed as a framework that aid organisation to significantly identify
their strength, weaknesses, threat and opportunities in order to evaluate organisational strength
in best effective manner. With the the help of this analysis organisation can effectively able to
have access to situation inside of the organisation. This analysis is mainly an analytical technique
with the help of which organisation can effectively able to evaluate their strength and
weaknesses while undertaking more competitive advantages. It is an acronym that mainly stands
Strength, weaknesses, threat and opportunities. It is a framework that acts as a strategic tool
which is mainly designed in order to aid organisation to protect and uncover capabilities as well
as resources that further benefit organisation to undertake numerous form of competitive
advantages for long duration of time. Mentioned below SWOT analysis in context with AMT is
being defined:
In order to effectively evaluate internal capabilities for AMT Coffee Ltd. There are
mainly four resources that are undertaken such as strength, weaknesses, threat and opportunities.
Mentioned below SWOT analysis in context with AMT is being undertaken:
STRENGTH WEAKNESSES
 Company offer qualitative products and
services that aid entity to satisfy their
customers, company have successfully
gained moderate presence in domestic
market with the help of which company
can effectively ensure their profitability
in moderate manner in best effective
manner.
 Products and services that has been
offered by company is of good quality
that are being further liked by
 Software that are used in organisation
does not get regular updates. This affect
AMT coffee by effective management
of their budget.
 In addition with this, it has been
identified that company also lack in
managing their financial budget that
later impact upon their day to day
functioning.

customers. In addition with this, with
the help of affordable technology
company ensure cost effective product
development through which they
ensure offering of qualitative products
within price effective manner.
 Products that has been offered by ATM
include coffee, dry coffee, expresso
coffee and more. All these products that
has been offered by organisation are of
good quality and hard for any other
small scale organisation within small
scale coffee industry to copy.
THREAT OPPORTUNITIES
 Company is mainly facing situation of
threat from already existing
organisations those who offer their
products and services to customers at
affordable rate.
 Organisation also face threat from
dynamic laws and regulations that has
been imposed by government. It later
impact on their daily basis functioning
and significantly affect their operations.
 Company can undertake use of
affordable software system with the
help of which they can conduct their
day-to-day operation in best effective
manner. In addition with this, it has
been identified that AMT coffee can
effectively ensure that software system
that has been undertaken by firm is cost
effective and further does not affect
overall budget of company in any way.
 Organisation can hire skilled and
potential employees as with the help of
competent, skilled and efficient
employees AMT Coffee effectively
execute their functioning that makes
them to secure moderate presence

within UK marketplace.
It has been recommended to organisation to effectively undertake best effective form of
strategies and policies in order to effectively position itself and further deal with number of
identified opportunities as well as threats. With the help of effective strategies company can able
to identify their internal capabilities as well as industry within which organisation operate their
functions. In addition with this, company can undertake use of different developing strategies as
to implement cost effective software and technologies within their work place that further aid
them to execute their functioning in best effective manner. Further it has been identified that,
AMT Coffee by recruiting skilled and effective candidates can able to increase efficiency of their
work that further lead them to fulfil their goals and objectives in given framework of time.
CONCLUSION
As per the above mentioned report it has been concluded that, Small scale organisations
making their strong presence within UK marketplace. It has been signified that there are large
number of small scale industries within UK that are the major source of country economic
growth. Coffee industry is one of the sector within UK in which there are large number of
organisations those who operate their functioning as to successfully drive organisation towards
success. In this report PESTLE analysis has been included with the help of which organisation
can effectively able to execute their operations in best effective manner while ensuring effective
accomplishment of goals and objectives in well defined manner. Further SWOT analysis aid
organisation to identify their strength, weaknesses, threat and opportunities that benefit entity to
use their resources towards betterment of organisation.

REFERENCES
Books and Journals
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Marketing, 33(1), pp.27-41.
Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder wealth: The
role of marketing capability. Journal of Marketing, 80(1), pp.26-46.
Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
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