Coffee Shop Expansion: A Marketing Mix Strategy for Netherlands, EU

This essay discusses the optimal marketing mix for Hank and Patty's coffee shop as they consider expanding their business to the Netherlands. Given the Netherlands' high coffee consumption rate, the essay suggests a strategic approach focusing on product, place, promotion, and price. For the product, diversifying the menu beyond coffee to include tea, pastries, and smoothies is recommended to attract a broader customer base. Distribution should leverage technology, such as online stores and applications, to align with the country's high technology adoption rate. Promotional strategies should incorporate advertising, public relations, and sales promotions to build brand awareness. A premium pricing strategy is advised, aligning with the Dutch consumer preference for high-value products. By carefully considering these elements of the marketing mix, Hank and Patty can increase their chances of success in the competitive Netherlands market. Desklib offers more solved assignments and past papers for students.

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Marketing Mix
For the case of hank and Patty, expanding their coffee shop to one of the European Union
country will be easier because the two are already in the business and knows some of the key
things that can make it to survive. While making their decisions to expand to this region, there
are several factors that they must put into consideration. Some of them comprise of which
country promises high chances of success. For this factor, they should base their decisions on
several aspects such as the demand for coffee in that country, access to raw materials, labor,
consumer buying behavior, the cultural beliefs of the people and so forth.
For this case, Netherlands will be idea for Hank and patty because according to
Gummesson (2012, P. 56), this country is the leading in not only the European Union countries
but also across the globe when it comes to coffee consumption. Research implies, that the coffee
consumption per capita in this country is 2.414 cups per day, which is the highest figure followed
by Finland with 1.848. Having high demand for this beverage will mean that if hank and patty
uses strategies that will make their business to standout, the chances of experiencing high sales
will be high.
According to Joshua et al., (2015, P. 15), the success of a business in a foreign market
must results from proper marketing mix. Therefore, for the coffee business to thrive in this
country, the two must use the best marketing mix. For this case, the two should consider various
factors such as product, promotion, place and price.
For the product, it will be important to consider if the business will deal with only coffee
or it will include other beverages in its line of production. This should include finding out other
products that relates with the main beverage such as tea, Frappuccino beverages, pastries,
smoothies and merchandise. Although the Dutch has strong coffee culture, sometimes they

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change to change the beverage to something else, and therefore, including these drinks in the
product mix will make their business to attract consumers with different interest (Ronald, 2015,
P. 65).
Ronald (2015, P. 62) affirms that defining where a product can be found is always
important because it enables a consumer to know how to access it. For this case, Hank and Patty
should define how the products will be distributed to reach the consumer. This should include
stating whether they will be available only in its cafes or they will be found in other platforms.
Because the speed in adapting technology is very high in this country, it is advisable to ensure
the products are also distributed through the use of technology, such as using applications, online
stores, and so forth.
Because this is a new business, the two should use the best promotional strategies to
persuade the target customers concerning the merits associated with its products. According to
Luther (2011, P. 124), good promotions are important for new businesses because they make
consumers in a particular market to know the existence of a business and its products. To
succeed in the new market, Hank and Patty should consider various factors such as Advertising,
Public relations and sales promotions it their promotional mix.
The two should also consider the prices they will charge for their products. Ronald (2015,
P. 59) affirms that consumers like getting the value for their money and therefore this business
should consider pricing its products based on their quality. In Netherlands, people have the
tendency of purchasing expensive products or services on basis the correlation between high
price and high value. Therefore, using premium pricing strategy for this business will be
advisable.

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References
Gummesson. E. (2012). Total Relationship Marketing. London: Routledge
Joshua, T. B., Kelly, C., and Robert, W. P. (2015). Understanding Relationship Marketing and
Loyalty Program Effectiveness in Global Markets. Journal of International Marketing, 23(3),
12-21.
Luther, W. (2011). The Marketing Plan: How to Prepare and Implement It. New York:
AMACOM.
Ronald, B. (2015). Marketing Channel Integration -A Review of Current Debates. Advances in
Management, 8(5), 56-89.