Case Study: Coffee Shop Expansion Plan and Marketing Mix Strategies

This case study examines the marketing mix strategies employed by Hank Marvin and Patty Smith coffee shop for their planned expansion into Europe. It delves into the application of the 7Ps of the marketing mix: product, price, promotion, place, packaging, positioning, and people. The analysis highlights how each element can be tailored to the European market to effectively reach target customers, enhance brand value, and manage operational activities. The study emphasizes the importance of adapting the marketing mix to align with customer demands and perceptions, with a focus on elements such as product offerings, pricing strategies, promotional activities via social media, optimal location selection, packaging appeal, market positioning, and the role of employees and management. The conclusion underscores the pivotal role of the marketing mix in business expansion, leading to profitability and production growth. This case study provides valuable insights into how businesses can leverage marketing strategies for successful international ventures.

CASE STUDY COFFEE SHOP

Table of Contents
INTRODUCTION...........................................................................................................................1
2. Tailored marketing mix in relation to the coffee shop expansion plan abroad.......................1
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing mix model is helpful for organisations in order to expand their business
operational activities in different countries effectively. In this report a marketing mix model will
be discussed in the context of Hank Marvin and Patty Smith coffee shop in order to expand their
business and operational activities in Europe.
2. Tailored marketing mix in relation to the coffee shop expansion plan abroad
Marketing mix provide solidity to the marketing strategy followed by Hank Marvin and
Patty Smith to their coffee shop expansion effectively. The marketing section will include an
overview of market and industry. The 7ps of marketing mix will help reach target markets which
are discussed below:
Product: Product refers to the menu offered by firm and demands in the market which should be
according to the products and services to provide strengthen to business plan effectively (Jewitt,
2016). The product and service should be detailed by the firm towards customers so that they can
make choices on their own.
Price: Products and service price should be managed according to the customers in order to
perceive product value effectively. Price is based on positioning that it sends a strong message
about the value perception of products and services. A specific pricing methods can be used by
firm in order to expand their market in Europe.
Promotion: Promotion refers to a plan or communication in which potential customers plays a
major role (McClimens, Partridge and Sexton, 2014). Promotional activities will help to reach
customers and money is a major part of it. Social media is a platform from which the firm is able
to expand their market through promoting their coffee shop.
Place: Place should be in the right place that customers can easily reach to them. location will be
covered in the operations section of your business plan, but know what features will support your
strategy. Parking, alone building, main street and square footage are some essential parts of
place.
Packaging: Visual elements in the coffee refers to packaging. The packaging should be
impressive in order to attract customers in coffee shop (Susanty and Kenny, 2015). The features
and benefits should be demonstrated by firm in order to expand their market and reach new
customers effectively. Visual elements such as brand/logo, store design and decor, presentation
and packaging of your coffee, and even employee appearance.
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Positioning: Position describe the actual position of firm in the market towards customers
effectively. The firm should provide effective and quality products to stand in heart of
consumers. Competitor analysis, services, atmosphere and quality will help to make effective
position in the market of Europe which lead towards expansion and profitability.
People: Target customers and market should be addressed by business in order to evaluate what
people thinks about brand effectively. Management section and employees working in firm plays
a major role in this part (Tuten and Solomon, 2017). Execution of marketing strategies and
marketing mix is a useful tool for firm to set a strong market of coffee shop in Europe for
expansion.
Thus, it can be said that marketing mix plays a major role in business expansion which
lead towards profitability and production. This will also help to manage operational activities
according to the customer demands and perception.
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REFERENCES
Books and Journals
Jewitt, C. ed., 2016. The Routledge handbook of multimodal analysis. London: Routledge.
McClimens, A., Partridge, N. and Sexton, E., 2014. How do people with learning disability
experience the city centre? A Sheffield case study. Health & place 28 pp.14-21.
Susanty, A. and Kenny, E., 2015. The relationship between brand equity, customer satisfaction,
and brand loyalty on coffee shop: Study of Excelso and Starbucks. ASEAN Marketing
Journal pp.14-27.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
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