Entrepreneurial Marketing Strategies for a Small Coffee Shop Report

This report provides an in-depth analysis of entrepreneurial marketing strategies, specifically focusing on the Bold Street Coffee Shop, a small business in Liverpool, England. The report highlights the differences between marketing functions of SMEs and larger businesses, emphasizing the budget constraints and the need for innovative marketing approaches. It explores various marketing strategies employed by the coffee shop, including the use of radio, newspaper, and social media, while also discussing the limitations due to budget. The report delves into the "standard" marketing theory and practice, the importance of problem-solving, effective communication, and self-management skills for SMEs. It also examines opportunistic and innovative marketing methods, emphasizing the role of marketing in promoting products and services. The report concludes by underscoring the significance of marketing for entrepreneurs and the need to consider various business functions for achieving success in the market, with references to relevant academic literature.

Entrepreneurial Marketing ( 2019-2020)
TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
APENDIX A- PowerPoint Presentation………………………………………………………...12
APENDIX B- Activity log……………………………………………………………………….21
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INTRODUCTION
Entrepreneurial Marketing gives opportunity to different entrepreneurs for
promoting their products and services at the large scale in the market. An entrepreneur
is always required to use various innovative marketing strategies for promoting its
enterprise in the market. According to different business experts, top-level management
within each enterprise or venture need to find out most appropriate strategies for
boosting its brand image in the market, otherwise that particular venture or enterprise
can’t survive in the market.
This report discusses marketing aspect of Bold Street Coffee Shop. It is a small
coffee café business situated in Liverpool, England. This small coffee shop was
established in 2009, in which from establishment to date, this business has gained
many of customers. Currently approx. 75 employees are working in this café. So that,
this shop is a symbol of a SME, because a SME (Small and Medium-Sized Enterprise)
always has minimum number of employees. There are some major challenges and
issues of SME’s also have been discussed in this report which they have faced while
conducting marketing operations. The main reason behind discussing this topic is to
deeply know the actual implications of marketing in a SME and entrepreneurship.
Main Body
Subject-Specific Knowledge, Understanding & Application
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This statement is completely true that marketing function of an SME is
completely different from medium and large-sized businesses (Imen and Lassâd, 2019).
There shop is also a small business of the United Kingdom, in which its marketing
functions are not similar as big or medium-sized businesses. Basically, marketing
functions of a company is completely depending on its budget. In this situation, currently
medium and large-sized businesses are only able to invest huge fund for running their
marketing operations.
On the other side, most SMEs within market are not capable to investing huge
fund in their marketing functions, because they always have limited fund that they use in
their various business operations. That’s why lack of fund is the main factor which has
maintained difference between marketing functions of SME and large-sized businesses.
In this dynamic and modern world, every business is trying to run different marketing
campaigns within different market segments. In this situation, small businesses as shop
also put their great efforts for promoting its brand in the United Kingdom. It means every
business has required running marketing functions in the market; otherwise that
business can’t stand within the highly competitive market.
Strategies
Marketing strategies of cafe are completely different from any other big or large-
sized business, because this is a small business of the United Kingdom which is not
able to hire some high qualified strategy makers in its business environment (Ismailand
Zainol, 2018). Basically, most SMEs can easily run their marketing functions with
ordinary strategies. In this situation, existing coffee café business also using various
ordinary marketing strategies for many years. Currently this business is not able to
afford some strategy experts. That’s why this coffee business is not using well-
developed marketing strategies in its business environment. Marketing strategies which
has used by cafe are not same as large or medium-sized business. Basically, a small
business mostly not able to such marketing strategies which has used by big sized
businesses, because small businesses not has appropriate fund to develop very
effective marketing strategies as big-size businesses. That’s why most SME always
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uses ordinary marketing strategies. Only few small businesses exists in the market
which uses some effective and productive marketing strategies.
Marketing team
The SME doesn’t have marketing team with large number of employees,
because it’s upper management mainly responsible to conduct various marketing
functions in its business environment. On the other side, medium or large-sized
businesses always have an effective marketing team which always highly contributes in
overall growth of these businesses.
Basically, these medium and large-sized businesses are able to provide
appropriate salary to its different marketers. There is this small coffee shop is not able
to provide huge fund in the form of salary to various marketers. That’s why marketing
functions are fully managed by upper management within this small coffee café
business.
Marketing platforms
Currently there are lots of marketing platforms available to this SME, in which this
small business is able to use only few which are easily affordable to it (Zhuand
Matsuno,2016). For example; television advertising, newspaper, radio, web marketing,
social media marketing, social media, sponsorship, affiliate, etc. are some major
marketing platforms in this dynamic and modern world.
But this coffee business is not able to use these all marketing platforms as
medium and large-sized businesses used, because they are not affordable to this small
business. Currently top-level management of this SME can use radio, newspaper and
social media marketing platforms, because these are not much costly. On the other
side, television advertising, sponsorship, web marketing etc. are some such platforms
which not has afforded by this coffee business.
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Size and scope
Size and scope also highly matter for a business while conducting different
marketing functions. For example; the size and scope of coffee shop is very small, in
which this business no need to invest huge fund as medium and large-business has
invested (Morrish and et.al. 2020). This small coffee café business is only required
influence people in a limited Liverpool, London area, because its most customers come
from only this area only. Of course, currently upper management of this coffee shop
focuses on expanding its business operations at across the England, and then across
the UK, but currently it only needs to use just few funds for systematically running its
various marketing functions.
Budget
Budget is one of the most important things to a business which plays excellent
role conducting different marketing strategies. Currently the bold street coffee has very
limited budget for its marketing functions (Ramos, 2016). On the other side, when we
talk about the medium and large-sized businesses, these businesses always have very
huge fund or budget for running their marketing functions. This is the main reason that,
marketing functions of a small business are fully different from medium and large-sized
business.
Due to low budget, bold street coffee is not able to use various innovative
marketing platforms, like; broadcasting, television, sponsorship etc. On the other side,
medium and large-sized businesses can easily use these all platforms, because they
have enough budgets for different marketing operations and activities.
On the basis of these all factors, a SME can’t run its marketing functions as large or
medium-sized businesses. In this situation, this small shop can invest huge fund for
running its marketing functions as big or large business, but due to limited budget this
company conducts only such marketing activities in its business environment which are
too essential to it.
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“Standard” marketing theory and practice
There is “standard theory”: is one of the best SME and entrepreneurial marketing
theories which can support to deeply understand various marketing specifications and
attributes of SMEs (Pop and et.al. 2016). According to entrepreneurship theory, when
an entrepreneur starts a business, or enterprise, on that initial time period mostly new
entrepreneur not has appropriate fund for boosting its marketing functions. In this
situation, new entrepreneur not able to run its different marketing functions as big
successful entrepreneur. This theory said that, every large-sized always has a small
business in its initial stage. It means, a large business also was faced different
difficulties in its initial stage to systematically run its marketing functions.
That’s why upper management of shop should always take various innovative
steps to towards continuous improving its marketing strategies for gaining very excellent
results in the market. In this situation, this small coffee business need to systematically
run its existing marketing functions, because currently marketing is the only way to this
small business which can give opportunity to its upper management of effectively
promoting its brand within the market. According to theory of entrepreneurship, owner or
upper management within a small business is always highly required to put its some
additional efforts, because there are already has very high competition in the market.
Employability & Change maker Skills
There are various productive skills has been discussed below which the
management of SME should be developed for gaining huge profit.
Problem-solving: Problem-solving skill is very productive that can support to the
management of coffee café for solving different problems and difficulties in the
workplace. Basically, a SME faces problems and challenges in its daily
operations. For example; a small business face problem in raising fund in the
market, so that this skill support to coffee shop owner for easily dealing with
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challenge of raising fund. This skill can support of this small shop in properly
dealing with many other problems as well.
Effective communication: Effective communication skills help to systematically
interact and communicate with different people, employees and customers etc.
When upper management this small coffee shop proper communicates with
different people, like; customers, employees, suppliers etc. then it will be able to
gain effective results in the market. That’s why it is necessary to this SME for
always considering this skill.
Self-management: Self-management skill will able to upper management of this
coffee café for properly managing its business environment. Self-management is
the only skills that give opportunity to this SME for developing its different
business abilities and competencies. That’s why this skill is necessary this small
coffee shop.
Marketing Methods
Currently different marketing methods have used by different business within the
market, in which there opportunistic and innovative etc. are some major methods which
has been discussed below:
 Opportunistic: Opportunistic is very helpful method that can give opportunity to
a business for boosting its marketing functions with very less fund. In this
situation, upper management of shop should highly consider this method within
its workplace (Freiling and Harima, 2019). Basically, this method said that, each
business always be focused in the market for getting appropriate opportunity,
because market conditions always offers different opportunities to businesses for
effectively promoting their brand in various market segments.
 Innovative: Innovative is another productive method in the terms of marketing, in
which upper management of bold street coffee should consider this method as
well. Basically, this method encourages companies or businesses for innovating
some productive and exclusive marketing strategies which can provide huge
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competitive advantage in the market. Coffee shop should understand this basic
thing that, innovation is too necessary for always getting excellent return from
marketing. For example; this SME has innovated new exclusive flavour of coffee,
in which this innovation will attract many of new customers towards this small
coffee shop.
According to Shiratina, Narimawati and Suryana (2016) an entrepreneur is
always able to take huge advantage through marketing, because marketing is one most
appropriate function to different organisations, enterprise or businesses which gives
opportunity to promote own products and services at the large scale in the market.
Currently most businesses or ventures within market are trying to invest very huge fund
for making their respective marketing functions more effective and more productive. An
entrepreneur is always required to different marketing platforms, because most
entrepreneurs within market always come with a unique idea.
That’s why promotion is very necessary for entrepreneurs to easily show their
uniqueness to the world. For example; this small coffee shop has innovated an
exclusive range of coffee flavour. So that, if upper management of this shop promote its
exclusive product in the market, then it will be gained huge competitive advantage and
profit margins. Of course, there are huge fund is always required to an enterprise or
business to run different marketing functions, but if any business conduct different
marketing functions, then it can easily achieve huge profit in the market.
However, on the basis of Khouroh and et.al. (2020) marketing is not enough to
an enterprise or business to achieve high success in the market, because an
entrepreneur or business owner always need to consider some other business functions
also to gain excellent results in the market. For example; HRM, product quality etc.
Things also highly need to be considered in an entrepreneur’s enterprise.
Currently many companies or businesses within market are not running their
marketing functions in systemic manner. In this situation, upper management within
these companies or businesses should learn about ‘how to run different marketing
functions in systematic manner’. Currently market competition within each industry or
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sector is continuously increasing, that’s why it is necessary to every business that use
various appropriate ways for running all marketing functions with considering different
organisational functions as well.
As illustrated by Siddiqui (2016) most business within market are investing
unnecessary fund for conducting their different marketing functions. Reason is, currently
there are various innovative ways or methods available in the market which can support
to companies or businesses to boost their marketing functions. For example; digital
marketing strategy is one of the finest marketing strategies in this dynamic and modern.
A small business also can easily afford this marketing strategy in its marketing
functions. Currently most businesses within market are taking huge advantages through
digital marketing strategy.
The social media marketing is also a part of digital marketing. So that, the
management of different businesses need to give orders to its marketing teams for
highly considering social media marketing strategy, because currently this strategy is
providing effective results in the market to many of businesses. Many marketing experts
said that, currently those small businesses are gaining huge competitive advantage and
profit margins in the market which are using social media marketing strategy in their
marketing functions.
CONCLUSION
It can be concluded that Bold Street Coffee is able to take lots of advantages
through marketing. With the support of effective marketing strategies this small coffee
business can enable to compete with big or large businesses within the United
Kingdom. There are marketing activities which has conducted by this small business are
completely different from each other.
There is budget is one of the main aspects which has maintained difference
between marketing functions of small businesses and large businesses. Basically, small
businesses always have just few or limited fund for conducting running their marketing
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functions, that’s why these businesses not able to influence people within market as
medium and large-sized businesses, because medium and large businesses always
has enough fund for conducting various marketing functions.
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REFERENCES
Books & Journals
Freiling, J. and Harima, J., 2019. Entrepreneurial Marketing. In Entrepreneurship. (pp.
237-293). Springer Gabler, Wiesbaden.
Imen, O. and Lassâd, P. L., 2019. The Mediating Role of Entrepreneurial Marketing
Education. Journal of Small Business and Entrepreneurship. 7(2). pp.31-40.
Ismail, M. and Zainol, F. A., 2018. A review on the evolution and definition of
entrepreneurial marketing. International Journal of Academic Research in
Business and Social Sciences. 8(5). pp.649-663.
Khouroh, U., and et.al., 2020. The mediating effect of entrepreneurial marketing in the
relationship between environmental turbulence and dynamic capability with
sustainable competitive advantage: An empirical study in Indonesian
MSMEs. Management Science Letters. 10(3). pp.709-720.
Morrish, S., and et.al., 2020. Three decades in the making: The evolution of
entrepreneurial marketing.
Pop, N., and et.al., 2016. Entrepreneurial Approach on Relationship Marketing in Family
Owned Business. In International Conference on Marketing and Business
Development Journal. (Vol. 2, No. 1, pp. 122-135). The Bucharest University of
Economic Studies.
Ramos, S. V., 2016. Entrepreneurial Marketing: A Historical Exploration and
Implications for Practice.
Shiratina, A., Narimawati, U. and Suryana, Y., 2016. The chronology of entrepreneurial
marketing definitions. International Journal of Applied Business and Economic
Research. 14(2). pp.843-850.
Siddiqui, A. K., 2016. Launching Pompei Station–A case of Entrepreneurial
Marketing. Journal of Marketing Management and Consumer Behavior.
Zhu, Z. and Matsuno, K., 2016. Entrepreneurial proclivity: its environmental conditions
and growth consequences. Journal of Strategic Marketing. 24(1). pp.20-33.
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APENDIX A- POWER POINT PRESENTATION
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Entrepreneur
ial Marketing
Table of Contents
Introduction
Main Body
Conclusion
References