Business Expansion Strategy: Marvin and Smith's Coffee Shop in Germany
VerifiedAdded on 2023/03/20
|10
|3225
|81
Report
AI Summary
This report examines the business expansion strategy of Marvin and Smith's coffee shop from South London to Germany. It begins with market research, highlighting Germany's high coffee consumption and consumer preferences, and then delves into the marketing mix, including product, price, promotion, and place strategies tailored for the German market. The report analyzes implications related to organizational culture and gaining a competitive edge, emphasizing the importance of employee satisfaction and pricing strategies. Furthermore, it includes an interpretation of financial statements to assess the viability of the expansion. The report concludes with a summary of key findings and recommendations for successful international expansion.

BUSINESS ESSENTIAL
ADVANCE
ADVANCE
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Market Research of European Nation ....................................................................................1
2. Marketing Mix........................................................................................................................2
3. Implication that are faced by Marvin and Smith’s coffee-shop..............................................3
4. Interpretation of financial statements......................................................................................5
5. Summary.................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Market Research of European Nation ....................................................................................1
2. Marketing Mix........................................................................................................................2
3. Implication that are faced by Marvin and Smith’s coffee-shop..............................................3
4. Interpretation of financial statements......................................................................................5
5. Summary.................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Business is an economic activity which is concerned with regular and continuous
production and distribution of goods and services for satisfying human needs and wants.
According to Dicksee “ It refers to a sum total of all activities related with purchase of goods and
services with the main objective to earn profit as well”. Marvin and Smith is famous coffee shop
in Wandsworth, South London. It was opened by Hank and Patty in January 2016. After gaining
popularity in London, they have decided to expand their business operation in another European
Union country. This report mainly talks about what all factors Hank and Patty taken into account
while expanding their business operation in Germany. Further it also discuss about its marketing
mix, interpretation of financial accounts and overall summary regarding viability in international
expansion.
TASK 1
1. Market Research of European Nation
According to the given case study, Hank and Smith are together working with food and
catering sector from last so many years. After gaining much experience in this sector, they both
have decided to open their own-coffee shop in South London. They spent near about 12 months
for researching and planning the details regarding their coffee shop. This include choosing best
location, identify target market, figure out initial capital requirement, key competitors, selecting
best supplier and so forth (Anderson, Sweeney and Williams, 2011).
After gaining popularity in London, they both are looking forward to expand their
business operation in another European Country so as to increase its market share and gain high
competitive edge in overseas market. After doing the research part they have decided to open up
their coffee-shop in GERMANY. The main reason for choosing this particular country is
approx. 86% of Germans adult drink coffee on regular basis and moreover, each year large
number of tourists are visiting the country which can be taken as an advantage as it aid
increasing overall sales of coffee in Germany. According to the study in 2016, it has been figured
out that an average German consumes about 1.43 cup coffee per day (Bradford, 2015). Germany
is the biggest exporter of processes coffee product. The country stand out in domestic coffee
roasting process and has a large and efficient coffee processing industry which proves out a big
opportunity for Hank and Patty. Along with that, Germany is the 3rd largest coffee market in the
world after Brazil and United States.
1
Business is an economic activity which is concerned with regular and continuous
production and distribution of goods and services for satisfying human needs and wants.
According to Dicksee “ It refers to a sum total of all activities related with purchase of goods and
services with the main objective to earn profit as well”. Marvin and Smith is famous coffee shop
in Wandsworth, South London. It was opened by Hank and Patty in January 2016. After gaining
popularity in London, they have decided to expand their business operation in another European
Union country. This report mainly talks about what all factors Hank and Patty taken into account
while expanding their business operation in Germany. Further it also discuss about its marketing
mix, interpretation of financial accounts and overall summary regarding viability in international
expansion.
TASK 1
1. Market Research of European Nation
According to the given case study, Hank and Smith are together working with food and
catering sector from last so many years. After gaining much experience in this sector, they both
have decided to open their own-coffee shop in South London. They spent near about 12 months
for researching and planning the details regarding their coffee shop. This include choosing best
location, identify target market, figure out initial capital requirement, key competitors, selecting
best supplier and so forth (Anderson, Sweeney and Williams, 2011).
After gaining popularity in London, they both are looking forward to expand their
business operation in another European Country so as to increase its market share and gain high
competitive edge in overseas market. After doing the research part they have decided to open up
their coffee-shop in GERMANY. The main reason for choosing this particular country is
approx. 86% of Germans adult drink coffee on regular basis and moreover, each year large
number of tourists are visiting the country which can be taken as an advantage as it aid
increasing overall sales of coffee in Germany. According to the study in 2016, it has been figured
out that an average German consumes about 1.43 cup coffee per day (Bradford, 2015). Germany
is the biggest exporter of processes coffee product. The country stand out in domestic coffee
roasting process and has a large and efficient coffee processing industry which proves out a big
opportunity for Hank and Patty. Along with that, Germany is the 3rd largest coffee market in the
world after Brazil and United States.
1
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

Facts based on culture, lifestyle and coffee drinkers of Germans
Around 28.5% of the population, aged between 18 and 30 years consider coffee machine
as a status symbol marker. Around 50% of all German coffee drinkers are willing to spend more
money for getting quality coffee (Burke and Friedman, 2014). Consumer under this category
does not get affected by economic condition of the country. They are always ready for to pay
higher or good amount for getting quality coffee. Majority of consumer prefer to go out for
drinking coffee. This is the main reason why Germany is having large number of coffee
restaurants or shops. A comparison of coffee lifestyle in Germany's main cities reveals much
interesting trend. For example in Hamburg, most of the people prefer to drink coffee in the
afternoon. In capital city, Berlin people seek to taste and try different flavours of coffee.
Talking about ethical consideration, Hank and Patty must adopt fair-trade coffee
standards which states coffee beans are produced according to fair trade standards. Another key
factor that needs to be primarily taken into account is to ensure staff welfare. They are require to
arrange training program for German employees and ensure high standard training must be given
to them. There are others factors as well that needs to be taken into account while setting coffee-
shop in Germany. Hank and Patty must check whether convenient transportation facilities are
available for consumers to reach at their coffee-shop. Due to this particular reason, it become
important for them to select outlet or shop location at the center of city which can easily seize the
attention of customers. Customer loyalty and providing quality product are two main target of
the company and in order to maintain it effectively they are required to offer theme evening
concept which attracts the coffee drinker. In addition of that, Most of German people usually
read books while drinking coffee. Therefore they needs to ensure the availability of books. Lastly
the main factor on which they need to laid stress is to check the availability of supplier on the
basis of chosen location. They have determine all major supplier of coffee beans in Germany and
select the most suitable among them.
2. Marketing Mix
Marketing Mix refers to the set of tactics that needs to be taken into account by every
business concern in order to promote its product or brand in the market.
Product: According to the given case study, Hank and Patty has decided to set up their
new coffee-shop in Germany. The reason for choosing Germany is because near
around 86% of their total population drinks coffee on daily basis. This come out
2
Around 28.5% of the population, aged between 18 and 30 years consider coffee machine
as a status symbol marker. Around 50% of all German coffee drinkers are willing to spend more
money for getting quality coffee (Burke and Friedman, 2014). Consumer under this category
does not get affected by economic condition of the country. They are always ready for to pay
higher or good amount for getting quality coffee. Majority of consumer prefer to go out for
drinking coffee. This is the main reason why Germany is having large number of coffee
restaurants or shops. A comparison of coffee lifestyle in Germany's main cities reveals much
interesting trend. For example in Hamburg, most of the people prefer to drink coffee in the
afternoon. In capital city, Berlin people seek to taste and try different flavours of coffee.
Talking about ethical consideration, Hank and Patty must adopt fair-trade coffee
standards which states coffee beans are produced according to fair trade standards. Another key
factor that needs to be primarily taken into account is to ensure staff welfare. They are require to
arrange training program for German employees and ensure high standard training must be given
to them. There are others factors as well that needs to be taken into account while setting coffee-
shop in Germany. Hank and Patty must check whether convenient transportation facilities are
available for consumers to reach at their coffee-shop. Due to this particular reason, it become
important for them to select outlet or shop location at the center of city which can easily seize the
attention of customers. Customer loyalty and providing quality product are two main target of
the company and in order to maintain it effectively they are required to offer theme evening
concept which attracts the coffee drinker. In addition of that, Most of German people usually
read books while drinking coffee. Therefore they needs to ensure the availability of books. Lastly
the main factor on which they need to laid stress is to check the availability of supplier on the
basis of chosen location. They have determine all major supplier of coffee beans in Germany and
select the most suitable among them.
2. Marketing Mix
Marketing Mix refers to the set of tactics that needs to be taken into account by every
business concern in order to promote its product or brand in the market.
Product: According to the given case study, Hank and Patty has decided to set up their
new coffee-shop in Germany. The reason for choosing Germany is because near
around 86% of their total population drinks coffee on daily basis. This come out
2
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

as a big advantage from Hank and Patty. Moreover, Germany is the biggest
market exporter of processed coffee products in Europe. This enable Hank and
Patty to use finest coffee bean for their coffees and that too is available within the
country only. So the transportation cost related with importing coffee beans
reduces instantly. In addition to that, they are also providing some other
refreshment such as pastries, snacks, cold drink. Serving right product to
customer that satisfy their needs and wants in an effective manner is the key part
to organisation success and growth.
Price: This “P” is related with selecting appropriate pricing strategies for the particular
product or services. Taking the advantage of the fact that German pay even
higher amount for drinking quality coffee. Marvin and Smith’s coffee shop uses
premium pricing strategies. Through their pricing strategy they are able to
maintain its high end speciality image and it also help in maintaining its premium
brand image as well.
Promotion: Promotion deals with how company advertise about its product or service in the
market. As Marvin and Smith’s coffee shop is new in the country, they are
required to pay much attention towards promoting their product. They can take
the help of social media, print media and electronic media. In addition to that, by
offering themed evening they can easily seize the attention of customers. They
can distribute their pamphlets in local areas of Germany market.
Place: As per the given case study, Hank and Patty decided to expand its business
operation in another European Market so as gain high market share in overseas
market. They have decided to open up their new coffee-shop in Germany because
it is the country of coffee drinkers. According to the statistics report, it has been
figured out that approx. 150 litres of coffee consumed by person per day in
Germany(Using the Marketing Mix to Strengthen your Marketing Strategy,
2016). And around 86% of German adults consumes coffee on daily basis.
Germany holds the rank of third in the list of largest coffee market.
3
market exporter of processed coffee products in Europe. This enable Hank and
Patty to use finest coffee bean for their coffees and that too is available within the
country only. So the transportation cost related with importing coffee beans
reduces instantly. In addition to that, they are also providing some other
refreshment such as pastries, snacks, cold drink. Serving right product to
customer that satisfy their needs and wants in an effective manner is the key part
to organisation success and growth.
Price: This “P” is related with selecting appropriate pricing strategies for the particular
product or services. Taking the advantage of the fact that German pay even
higher amount for drinking quality coffee. Marvin and Smith’s coffee shop uses
premium pricing strategies. Through their pricing strategy they are able to
maintain its high end speciality image and it also help in maintaining its premium
brand image as well.
Promotion: Promotion deals with how company advertise about its product or service in the
market. As Marvin and Smith’s coffee shop is new in the country, they are
required to pay much attention towards promoting their product. They can take
the help of social media, print media and electronic media. In addition to that, by
offering themed evening they can easily seize the attention of customers. They
can distribute their pamphlets in local areas of Germany market.
Place: As per the given case study, Hank and Patty decided to expand its business
operation in another European Market so as gain high market share in overseas
market. They have decided to open up their new coffee-shop in Germany because
it is the country of coffee drinkers. According to the statistics report, it has been
figured out that approx. 150 litres of coffee consumed by person per day in
Germany(Using the Marketing Mix to Strengthen your Marketing Strategy,
2016). And around 86% of German adults consumes coffee on daily basis.
Germany holds the rank of third in the list of largest coffee market.
3

3. Implication that are faced by Marvin and Smith’s coffee-shop
A) Organisation Culture: It encompasses behaviours, values and principle of organisation and
its member. Culture also includes company's vision, goal, assumption, belief, values and norms.
In simple world, organisational culture denote the way things are done or completed in company.
The shared value plays important role in developing valuable factors that an individual or team
members are offering in terms of serving best quality of product. The culture of any company
decides the way in which their employee interact with each other (Cavusgil, Rammal and
Freeman, 2011). A healthy culture promote the workers to stay loyal and motivated towards the
management. The work culture also aid in creating the brand image of the organisation. The
work culture provides an identity to the company. In other words, a company is better known by
its culture. Hank and Patty start their coffee venture in January, 2016 with an aim of serving best
quality coffee in the market. They used finest coffee beans which becomes the reason for seizing
the attention of consumers. Later on when they started gaining profitability and gets positive
response from customers they decided to expand its business operation in another country as
well. So they have decide to open up new coffee-shop in Germany. As Hank and Patty posses
great experience in food and catering sector they were aware of the fact that by keeping their
employees satisfied they can easily attain organisational objective. Therefore, they always keep
their employees motivated by involving them in decision-making process and also provide high
standard training to them. In addition to that they also offered wage and development
opportunities to workers. Their staff members also assist them in themed evening where
applicable by playing short board games with customers when they have no one to play with.
Along with this, their communication system is effective enough to eliminate culture barrier if
found among different nation.
B) Gaining High Competitive Edge: Every organisation aims at gaining high competitive edge
in the market over its rivals. Before launching its first coffee-shop venture, Hank and Patty spent
near about 12 months for researching and planing the details of all essential factors that needs to
taken into account before setting up its coffee-shop. Hank and Patty sets its coffee-shop in South
London and after gaining positive response from customers they have decided to expand its
business operation in Germany (Hair, 2015). Before launching its first coffee-outlet in Germany,
they do the market research and also gathers information regarding the current competitor.
4
A) Organisation Culture: It encompasses behaviours, values and principle of organisation and
its member. Culture also includes company's vision, goal, assumption, belief, values and norms.
In simple world, organisational culture denote the way things are done or completed in company.
The shared value plays important role in developing valuable factors that an individual or team
members are offering in terms of serving best quality of product. The culture of any company
decides the way in which their employee interact with each other (Cavusgil, Rammal and
Freeman, 2011). A healthy culture promote the workers to stay loyal and motivated towards the
management. The work culture also aid in creating the brand image of the organisation. The
work culture provides an identity to the company. In other words, a company is better known by
its culture. Hank and Patty start their coffee venture in January, 2016 with an aim of serving best
quality coffee in the market. They used finest coffee beans which becomes the reason for seizing
the attention of consumers. Later on when they started gaining profitability and gets positive
response from customers they decided to expand its business operation in another country as
well. So they have decide to open up new coffee-shop in Germany. As Hank and Patty posses
great experience in food and catering sector they were aware of the fact that by keeping their
employees satisfied they can easily attain organisational objective. Therefore, they always keep
their employees motivated by involving them in decision-making process and also provide high
standard training to them. In addition to that they also offered wage and development
opportunities to workers. Their staff members also assist them in themed evening where
applicable by playing short board games with customers when they have no one to play with.
Along with this, their communication system is effective enough to eliminate culture barrier if
found among different nation.
B) Gaining High Competitive Edge: Every organisation aims at gaining high competitive edge
in the market over its rivals. Before launching its first coffee-shop venture, Hank and Patty spent
near about 12 months for researching and planing the details of all essential factors that needs to
taken into account before setting up its coffee-shop. Hank and Patty sets its coffee-shop in South
London and after gaining positive response from customers they have decided to expand its
business operation in Germany (Hair, 2015). Before launching its first coffee-outlet in Germany,
they do the market research and also gathers information regarding the current competitor.
4
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

Knowing the fact that, German people consume good amount of coffee on regular basis can
serve as a advantage for Hank and Patty in terms of gaining high market share in international
market. Taking the advantage of the fact that near about 86% of German adult drinks 1.43 coffee
every day which signifies when a German people wishes to start any business in Germany only,
they come up with opening coffee-shop only. This is the reason why there is large number of
coffee-shops available in Germany (Guffey and Loewy, 2012). This enable Hank and Patty to
offer such product and services that gives them high competitive advantage over other rivals but
in an innovate manner. The company decided to use beans of best and finest supplier. Moreover
they are also including employees in their activities such as during themed evening, when
customer is having no one with whom he/she can play games, their staff joins the league and
plays with them. This motivates both consumer and employees.
Another factor on the basis of which company can gain high competitive edge in the
market is their pricing strategy. They set price on the basis of purchasing power of customer.
Though German people are always ready to pay higher prices for getting quality coffee. Other
rivals firms charge higher prices from customers. At the same time, for gaining higher
competitiveness level over competitors Marvin and Smith’s coffee shop reduces their coffee
prices which attracts the customer.
4. Interpretation of financial statements
According to the given case scenario, Hank and Patty have decided to open up their new
coffee venture in Germany. In order to analyse whether company is yielding decent profit figure
or not, Hank and Patty decides to interpret its financial statement which outlines whether setting
up new coffee-shop in Germany proves to be a good decision for them or not. With the help of
these statements, they can easily figure out their overall performance throughout the year. On the
basis of given income statement and balance sheet, profitability and liquidity ratio of the form
can be calculated in an effective manner.
Profitability Ratios: These ratios are mainly used by the company's in order to determine its
overall performance and efficiency throughout the year. It includes:
11 Gross Profit Margin: This ratio compare gross profit of the company to its sales
revenue. This ratio identifies how much business is earning taken into account the needed
costs to produce its goods and services (Lamb, Hair and McDaniel, 2011). High gross
profit depicts higher efficiency of core business operations which means company is still
5
serve as a advantage for Hank and Patty in terms of gaining high market share in international
market. Taking the advantage of the fact that near about 86% of German adult drinks 1.43 coffee
every day which signifies when a German people wishes to start any business in Germany only,
they come up with opening coffee-shop only. This is the reason why there is large number of
coffee-shops available in Germany (Guffey and Loewy, 2012). This enable Hank and Patty to
offer such product and services that gives them high competitive advantage over other rivals but
in an innovate manner. The company decided to use beans of best and finest supplier. Moreover
they are also including employees in their activities such as during themed evening, when
customer is having no one with whom he/she can play games, their staff joins the league and
plays with them. This motivates both consumer and employees.
Another factor on the basis of which company can gain high competitive edge in the
market is their pricing strategy. They set price on the basis of purchasing power of customer.
Though German people are always ready to pay higher prices for getting quality coffee. Other
rivals firms charge higher prices from customers. At the same time, for gaining higher
competitiveness level over competitors Marvin and Smith’s coffee shop reduces their coffee
prices which attracts the customer.
4. Interpretation of financial statements
According to the given case scenario, Hank and Patty have decided to open up their new
coffee venture in Germany. In order to analyse whether company is yielding decent profit figure
or not, Hank and Patty decides to interpret its financial statement which outlines whether setting
up new coffee-shop in Germany proves to be a good decision for them or not. With the help of
these statements, they can easily figure out their overall performance throughout the year. On the
basis of given income statement and balance sheet, profitability and liquidity ratio of the form
can be calculated in an effective manner.
Profitability Ratios: These ratios are mainly used by the company's in order to determine its
overall performance and efficiency throughout the year. It includes:
11 Gross Profit Margin: This ratio compare gross profit of the company to its sales
revenue. This ratio identifies how much business is earning taken into account the needed
costs to produce its goods and services (Lamb, Hair and McDaniel, 2011). High gross
profit depicts higher efficiency of core business operations which means company is still
5
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

providing net earning covering fixed costs, dividends, operating costs and depreciation as
well. On the other hand, a low profit margin represents low sales, stiff market
competition or wrong sales policies. This ratio figures out how well company is
controlling its cost of inventory.
11 Net Profit Margin: Net Profit represents the revenue left business entity after deducting
all expenses from sales. This ratio disclose the amount of profit that a company can
extract from its total sales figures. High net profit ratio determines that company is
adequately yielding higher profits (Patten and Newhart, 2017).
Gross Profit 208,000
Net Profit 26,800
Sale 360,000
Ratios Formula Results
Gross profit
Margin
Gross profit / Total Sales *100 208000/360000*100
= 57.8%
Net profit Net incomes / Total Sales *100 26800/360000*100
=7.4%
From the above ratios, it can be concluded that company is able to maintain its effective
position in the market simultaneously yielding sufficient amount of profit as well.
Liquidity Ratio: Hank and Patty uses these ratios in order to identify its ability to pay its debt
obligation. This ratio indicates that whether firm's current asset will be sufficient to meet the
company's obligation when they become due. It include:
1. Current Ratio: This ratio represents the ability of Marvin and Smith’s coffee-shop to
pay back its abilities with its assets. Ideal current ratio is 2:1.
2. Liquid Ratio: This ratio measure company's ability to use quick asset to retire its
current liabilities. Ideal acid test ratio is 1:1.
Current Asset 35,400
Current Liability 6,200
6
well. On the other hand, a low profit margin represents low sales, stiff market
competition or wrong sales policies. This ratio figures out how well company is
controlling its cost of inventory.
11 Net Profit Margin: Net Profit represents the revenue left business entity after deducting
all expenses from sales. This ratio disclose the amount of profit that a company can
extract from its total sales figures. High net profit ratio determines that company is
adequately yielding higher profits (Patten and Newhart, 2017).
Gross Profit 208,000
Net Profit 26,800
Sale 360,000
Ratios Formula Results
Gross profit
Margin
Gross profit / Total Sales *100 208000/360000*100
= 57.8%
Net profit Net incomes / Total Sales *100 26800/360000*100
=7.4%
From the above ratios, it can be concluded that company is able to maintain its effective
position in the market simultaneously yielding sufficient amount of profit as well.
Liquidity Ratio: Hank and Patty uses these ratios in order to identify its ability to pay its debt
obligation. This ratio indicates that whether firm's current asset will be sufficient to meet the
company's obligation when they become due. It include:
1. Current Ratio: This ratio represents the ability of Marvin and Smith’s coffee-shop to
pay back its abilities with its assets. Ideal current ratio is 2:1.
2. Liquid Ratio: This ratio measure company's ability to use quick asset to retire its
current liabilities. Ideal acid test ratio is 1:1.
Current Asset 35,400
Current Liability 6,200
6

Liquidity ratio:
Current ratio Current assets / Current liabilities 35400/6200= 5.7
Liquid ratio Liquid assets / Current liabilities 35400-8000/6200=4.4
ROCE Operating expenses /Capital
employed *100
(26800/ 106800)*100 = 25%
From this it can be figured out that, the liquidity of Marvin and Smith’s coffee-shop is
highly effective as compared to others rivals. This means they are well utilising their current
assets.
5. Summary
The given project is based on expanding business operation in another European Union
Country. Hank and Patty are two business partners who are working with food and catering
sector from last so many years. As they both are having great experience in this particular sector,
they have decided to open up their own restaurant in South London. In January, 2016 they both
launches Marvin and Smith’s coffee-shop. After getting positive response from customers they
both decided to expand its business in Germany where almost majority of its population drinks
coffee two-three times a day (Sundareswaran, 2011) . There are plenty of factors that they need
to taken into account while expanding business in other country. Factors like capital requirement,
location, resources, transportation facilities must be taken into consideration while expanding
business operation in overseas market. As the company is having adequate amount of resources
and capital which is initially enough to set up its coffee-shop in Germany. They gain high
competitive in German markets for its unique promotional and pricing strategies.
CONCLUSION
According to the above mentioned report, it can concluded that business owner needs to
taken into account all essential factors that play key role in their growth and development. This
can only be possible when optimum utilization of resources are done by the company. Interactive
work environment also assist in motivating workers and encourage them to work more
effectively and efficiently.
7
Current ratio Current assets / Current liabilities 35400/6200= 5.7
Liquid ratio Liquid assets / Current liabilities 35400-8000/6200=4.4
ROCE Operating expenses /Capital
employed *100
(26800/ 106800)*100 = 25%
From this it can be figured out that, the liquidity of Marvin and Smith’s coffee-shop is
highly effective as compared to others rivals. This means they are well utilising their current
assets.
5. Summary
The given project is based on expanding business operation in another European Union
Country. Hank and Patty are two business partners who are working with food and catering
sector from last so many years. As they both are having great experience in this particular sector,
they have decided to open up their own restaurant in South London. In January, 2016 they both
launches Marvin and Smith’s coffee-shop. After getting positive response from customers they
both decided to expand its business in Germany where almost majority of its population drinks
coffee two-three times a day (Sundareswaran, 2011) . There are plenty of factors that they need
to taken into account while expanding business in other country. Factors like capital requirement,
location, resources, transportation facilities must be taken into consideration while expanding
business operation in overseas market. As the company is having adequate amount of resources
and capital which is initially enough to set up its coffee-shop in Germany. They gain high
competitive in German markets for its unique promotional and pricing strategies.
CONCLUSION
According to the above mentioned report, it can concluded that business owner needs to
taken into account all essential factors that play key role in their growth and development. This
can only be possible when optimum utilization of resources are done by the company. Interactive
work environment also assist in motivating workers and encourage them to work more
effectively and efficiently.
7
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

REFERENCES
Books and Journal:
Anderson, D. R., Sweeney, D. J. and Williams, T. A., 2011. Essentials of modern business
statistics with Microsoft Excel. Cengage Learning.
Bradford, M., 2015. Modern ERP: select, implement, and use today's advanced business systems.
Lulu. Com.
Burke, R. and Friedman, L., 2011. Essentials of management and leadership in public health.
Jones & Bartlett Learning.
Cavusgil, S. T., Rammal, H. and Freeman, S., 2011. International business: The new realities.
Pearson Higher Education AU.
Guffey, M. E. and Loewy, D., 2012. Essentials of business communication. Cengage Learning.
Hair, J. F., 2015. Essentials of business research methods. ME Sharpe.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Patten, M. L. and Newhart, M., 2017. Understanding research methods: An overview of the
essentials. Taylor & Francis.
Sundareswaran, S. D., 2011. Essentials of Managing Stress in the Era of Globalization-An
Organizational Perspective. Journal of Contemporary Research in Management. 6(3).
p.67.
Tyson, S., 2014. Essentials of human resource management. Routledge.
Online
Using the Marketing Mix to Strengthen your Marketing Strategy. 2016.[Online]. Available
through: <http://www.dreamalatte.com/coffee-shop-business-plan-marketing-mix/>.
8
Books and Journal:
Anderson, D. R., Sweeney, D. J. and Williams, T. A., 2011. Essentials of modern business
statistics with Microsoft Excel. Cengage Learning.
Bradford, M., 2015. Modern ERP: select, implement, and use today's advanced business systems.
Lulu. Com.
Burke, R. and Friedman, L., 2011. Essentials of management and leadership in public health.
Jones & Bartlett Learning.
Cavusgil, S. T., Rammal, H. and Freeman, S., 2011. International business: The new realities.
Pearson Higher Education AU.
Guffey, M. E. and Loewy, D., 2012. Essentials of business communication. Cengage Learning.
Hair, J. F., 2015. Essentials of business research methods. ME Sharpe.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Patten, M. L. and Newhart, M., 2017. Understanding research methods: An overview of the
essentials. Taylor & Francis.
Sundareswaran, S. D., 2011. Essentials of Managing Stress in the Era of Globalization-An
Organizational Perspective. Journal of Contemporary Research in Management. 6(3).
p.67.
Tyson, S., 2014. Essentials of human resource management. Routledge.
Online
Using the Marketing Mix to Strengthen your Marketing Strategy. 2016.[Online]. Available
through: <http://www.dreamalatte.com/coffee-shop-business-plan-marketing-mix/>.
8
1 out of 10
Related Documents

Your All-in-One AI-Powered Toolkit for Academic Success.
+13062052269
info@desklib.com
Available 24*7 on WhatsApp / Email
Unlock your academic potential
Copyright © 2020–2025 A2Z Services. All Rights Reserved. Developed and managed by ZUCOL.