Expansion Opportunities for Jones Street Cafe: A Marketing Study

This research proposal focuses on identifying expansion opportunities for Jones Street Cafe through the implementation of effective marketing strategies. The report begins with an overview of the research, outlining the background, significance, research aim, objectives, and research questions. It then delves into a comprehensive literature review, examining the conceptual framework of marketing strategies, the issues faced by small-sized firms in business expansion, and the potential impact of marketing strategies on Jones Street Cafe. The proposal also includes a Gantt chart to illustrate the project timeline. The research aims to provide insights into how Jones Street Cafe can successfully expand its operations by leveraging marketing techniques to attract customers and increase profitability. The study emphasizes the importance of understanding market dynamics and employee performance in achieving business growth. This assignment is contributed by a student to be published on Desklib, a platform which provides all the necessary AI based study tools for students.

RESEARCH
PROPOSAL

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
Overview of the Research .....................................................................................................1
Background of the Research ..................................................................................................2
Significance of the Research .................................................................................................2
Unit of Investigation ..............................................................................................................3
Research Aim ........................................................................................................................3
Research Objectives...............................................................................................................3
Research questions.................................................................................................................3
Gantt chart..............................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
Conceptual framework of marketing strategies......................................................................5
Issues faced by small sized firm in the expansion of business...............................................6
Impact of marketing strategies in expansion of Jones Street Cafe.........................................7
REFERENCES................................................................................................................................9

TITLE:
“To identify expansion opportunities for cafe business through implementing
marketing strategies: A study on Jones Street Cafe"
CHAPTER 1: INTRODUCTION
Overview of the Research
In this modern and competitive era the major focused area of firm is to expanding their
business operations at large scale through offering variety of goods and services to their
significant buyers. Business expansion helps in providing various opportunities to people in
respect to developing their career objectives. Marketing strategies performs vast role in
developing organisational operations at wide scale (Bloom, Draca and Van Reenen, 2016). In
this competitive era small as well as large business enterprises are providing various kind of
effective and attractive services and products to their buyers as to gaining attention of people
towards their firm or offered products and services. Business expansion consist to be an essential
concept which performs vast role in developing organisational performance and productivity at
world wide. Employees consist to be the most essential assets of firm which plays vast role in
growth and development of firm through implementing their significant efforts in various
organisational operations and functions. Jones Street Cafe is a chosen company for this particular
research project, the cafe mainly operating its business operations in Sydney. The major purpose
of Jones Street Cafe is to expand their business operations in Australia and capture a wide area of
market. It is observed that many of business directors assess performance of every staff member
on annual or quarterly basis (Hausknecht and Trevor, 2011). It will support in order to determine
suggested fields for improvement. It is necessary to manage employee performance which deals
with organisation's strategy, policy and practices with respect to establish effective working
environment for workers. They have to measure as well as monitor the working outcomes of
people on regular basis. Firms need a comprehensive performance management system which
plays strategic role in attracting and retaining workers. In order to expanding the business
operations it is required for and organisation to analyse the market and its basic situations as to
developing its operations in respect to gaining attention of people.
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Background of the Research
Marketing is a vast concept which plays effective role in growth and development of each
business organisation. Jones Street Cafe is the small size firm which is headquartered is in
Sydney. The company deals in high quality food products and beverages in reasonable prises as
to gaining attention of people towards firm. It is required for an organisation or its higher
authority to have a proper knowledge and idea about the market in respect to successfully
implementing their all business operations in an another location as to expanding their business
operations (Jiang and et. al., 2012). The major purpose of conducting the research is to providing
significant knowledge of marketing so that small size firms can get proper idea to successfully
enter in to new market and attain high profit and growth.
Significance of the Research
The major purpose of conducting the research project is to enhancing the skills and
knowledge of the learner in the specific area. In the modern era services sector can be considered
as the most developing industry which contributes a huge amount in growth and development of
economy. It is required for a services industry to offer variety of products and services in respect
to providing satisfaction to their significant buyers. Jones Street Cafe is concern on analysing the
actual market situation in respect to expanding their business activities at large scale. Every firm
has target to gain profitability and it depends on the growth and success of firm, it becomes
mandatory to know about performance of firm as to expanding business at large scale.
Generating a well-rounded approach for managing and coaching the manpower needs to
expertise leader and support of firm's executive leadership is required. This research is beneficial
in several ways for Jones Street Cafe. As a small size services industry the major aim of firm is
to providing satisfactory products and services in reasonable prises as it create value in
sustaining customers for long run of business activities (Jung and Yoon, 2012). Expansion of
business helps in enhancing the sales and revenue of firm which is effective in attracting large
number of buyers towards the firm. It is also necessary to determine the product quality and
features which facilitate to be analysed about the employee performance to generate regular
outcomes. The firm become able to know about the threats and issues in working efficiency
along with technical problem of less productivity. Business has to concentrate on development of
an innovative, high quality, unique and attractive product or services of company. They also
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need to design, engineering, quality assurance and marketing activities of firm should be
conducted in accurate way to gain desired outputs.
Unit of Investigation
The present research is based on the discussion about the expansion of business into a
new market segment in respect to creating awareness among people about the firm or its goods
and services. Marketing strategies performs vast role in growth and development of business and
its activities at large scale (McClean and Collins, 2012). It will provide a brief discussion about
the elements of marketing and overcome the weakness of the previous research.
Research Aim
This is the most essential part of research project which helps in carry out the research in
significant direction. It also consist to be a predetermined statement which clarify the major issue
of research. The major aim of this particular research is “To identify expansion opportunities
for cafe business through implementing marketing strategies”. A study on Jones Street Cafe.
Research Objectives
This described as the most essential part of research project which helps the investigator
in performing all the activities of research in well planned and systematic direction. This part on
research is based on the issue which is described in research aim. Some essential objectives of
research are described as under:
 To understand the conceptual framework of marketing strategies.
 To explain issues faced by small sized firm in the expansion of business.
 To analyse the impact of marketing strategies in expansion of Jones Street Cafe.
Research questions
This is an another important part of research work which helps in defining the all
variables that are involved in the research aim (Mone and et. al., 2011). This part helps in clearly
defining the section of literature review in effective and efficient manner. Some essential
research question are evaluated as below:
 What are the main marketing strategies that are used by organization?
 What are the issues faced by small sized firms in expansion of business? How marketing strategies impact on expansion of Jones Street Cafe?
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Gantt chart
Gantt chart refers to type of bar graph which can illustrate schedule of project. It is
considered as list of all the tasks which are going to be performed on vertical axis and time
intervals on horizontal axis. It involves width of horizontal bars in graph showing duration of
every activity. This chart will illustrate the start and finish dates of terminal components and
summary elements of specific project (Niu and et. al., 2011).
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CHAPTER 2: LITERATURE REVIEW
Literature review can be described as text of scholarly paper which includes current
knowledge including substantive findings as well as theoretical and methodological contributions
to regular topic. This can be considered as secondary resources and most often associated with
academic oriented literature such reviews are found journals. It is basis for research in nearly
every field or sectors. A narrow scope may include as part of peer reviewed article presented
new research, serving to situate current study of relevant literature and to render context for
reader. It is also common in research proposal or prospectus. Moreover, it is a search and
evaluation of available literature in specific subject like impact of business expansion in Jones
Street Cafe. It documents essential information with respect to the subject which is considered in
project.
Conceptual framework of marketing strategies
On the basis of view point of Nixon, Harrington and Parker( 2012) marketing strategies
refers to tool and technique which supports the business units in order to utilising of available
resources in an effective manner. It is an action plan which is designed in context to sell as well
as promote services or goods. The marketing strategies are helpful in making the business
activities along with the business performance in an effective manner. In addition to prepare the
better marketing strategy, there is a need to focus and conduct market career on correct mix in
context to accomplish more profit level to retain the business. If the marketing strategy will be
good then firm can make the better marketing plan in a proper manner. The staff members of
Jones Street Cafe are very capable and also expert in doing research and on the basis of that
prepare better plan so that company can achieve its target with in a given period of time.
Marketing strategy of Jones Street Cafe contain value proposition of an organisation,
information, marketing messages on target consumers and some of the other maximum elements.
According to view point of Tan and Waheed, (2011) marketing strategy is forward looking and
long term approach to the planning with fundamental objective accomplishing the competitive
advantage at the market place. In context to expand business in order countries, there is a need to
Jones Street Cafe to prepare an effective business strategies.
Employees are the main source in an organisation and they contribute towards making
the business successful. Regarding this, it is necessary that employees should perform in a better
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manner. The firm which can understand impact of their employees working are better able to
manage outcomes of workers and productivity. An organisation, where employees deal directly
with clients like for an instance coffee, fast food sales then there are many ways by which
worker's performance affects profits. For example, preparing first impression good can make or
break any potential sale, especially in case of large sales and more improvements. So, when a
worker do not doing work as per desired standards then sales are negatively affected as well as
company's reputation. The profits itself render ripple effect in work place which means that
consistent levels and habits set the standards for other employees as well. On the basis of view
point of Trevo, Reilly and Gerhart, (2012) it has been concluded that Jones Street Cafe provides
better quality of food items as well as services to its consumers on the basis of their demand and
needs. It is helpful in making the business successful and profitable. On the basis of better
marketing strategies, firm makes the marketing plan for doing all the business related activities
in a systematic or effective manner and achieve business objectives with in a specific period of
time.
Issues faced by small sized firm in the expansion of business
Expansion of business is beneficial for an organisation. For business expansion, there is a
requirement to Jones Street Cafe to make effective plan and gather the accurate information or
data related to market to understand the better opportunities at new location for this cafe. For
expanding business in other cities and countries, firm faces many problems related to political,
economical, social, legal, culture, language and many others. Small business firms are helpful in
job creation and economic development in the growing countries. In addition to this, it is
necessary for cited cafe to identify those factors which can hinder the market growth. Small
business firms are the main source of generating employment for small scale people to
improving their standard of living. There are some issues which are faced by the Jones Street
Cafe given below as above:
Limited Employee Benefits- Small scale firm can not more afford to provide the
necessary benefits to staff members, specifically health insurance. Business firms do not have
more staff members to qualify minimum expensive insurance rates. Jones Street Cafe is a small
business firms and it does not have more staff members but this firm provides them better
training so that they can serve them in a better manner. As Jones Street Cafe is small
organisation, so it is complex for this to attract as well as sustain the talented employees.
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Less buying power- In context to expand business, small organisation may not have the
more purchasing power of larger counterparts. For carrying any stock, firm have the limited
warehouse.
Surviving the difficult times- Small business firms may have the more complex surviving
the difficult economic times. As Jones Street Cafe is small Cafe so it has not more capital to
expand business as comparison to large business organisation. Diversified the large organisations
can focus on the main areas to perform in the complex economic situations.
On the basis of view point of Valmohammadi, (2011) it has been stated that exporting
for the small scale business is significant in international and also national level as well as
organisational and economic level. In addition to include a business firm to the international
areas, firm should know about that other cities as well as countries in an effective or better
manner. Regarding this, it is necessary to work on all the issues by finding the better solutions.
Impact of marketing strategies in expansion of Jones Street Cafe
Marketing strategies are helpful in making the business successful and achieving the
organisation objectives with in a given period of time in an effective manner. The marketing
strategies of business firms originating in the small as well as open economies to expand
business in to the foreign markets. According to the view point of Wagner, (2012) it has been
concluded that for expand business, there is a need to small companies to prepare the better
marketing related strategies and making the business activities better and doing them in a
systematic manner. On the basis of view point of Bloom, Draca and Van Reenen, (2016) it has
been stated that it is necessary for they firm to making the better communication with its existing
consumers and also understanding their viewpoints regarding firm. With the help of identifying
the needs and demands of consumers firm can attract that in a positive manner. The main focus
of marketing strategy to achieve the better aims and objectives in an effective manner.
According to Hausknecht and Trevor, (2011) it has been stated that The main impact of
marketing strategies on expand business are competition and price. These both develop the more
impact on the marketing strategies. In this present time period, competition is more high, so in
context to compete with the other competitors, it is necessary to make the better planning to gain
the competitive advantage at the market place. On the other hand culture of an organisation and
also human resources impact the marketing. In regards to this, there is a need to business to hire
the more capable and skilled staff members for getting the success. A business firm with the high
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skilled as well as capable staff members and also competitive culture of an organisation has more
failing chance because of the disruptive internal power struggles.
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REFERENCES
Books and Journals
Bloom, N., Draca, M. and Van Reenen, J., 2016. Trade induced technical change? The impact of
Chinese imports on innovation, IT and productivity. The Review of Economic Studies.
83(1). pp. 87-117.
Hausknecht, J. P. and Trevor, C. O., 2011. Collective turnover at the group, unit, and
organizational levels: Evidence, issues, and implications. Journal of management. 37(1).
pp. 352-388.
Jiang, K., and et. al., 2012. Clarifying the construct of human resource systems: Relating human
resource management to employee performance. Human resource management review.
22(2). pp. 73-85.
Jung, H. S. and Yoon, H. H., 2012. The effects of emotional intelligence on counterproductive
work behaviors and organizational citizen behaviors among food and beverage
employees in a deluxe hotel. International Journal of Hospitality Management. 31(2).
pp. 369-378.
McClean, E. and Collins, C. J., 2011. High‐commitment HR practices, employee effort, and firm
performance: Investigating the effects of HR practices across employee groups within
professional services firms. Human Resource Management. 50(3). pp. 341-363.
Mone, E and et. al., 2011. Performance management at the wheel: Driving employee engagement
in organizations. Journal of Business and Psychology. 26(2). pp. 205-212.
Niu, S. F and et. al., 2011. The effect of shift rotation on employee cortisol profile, sleep quality,
fatigue, and attention level: a systematic review. Journal of Nursing Research. 19(1).
pp. 68-81.
Nixon, P., Harrington, M. and Parker, D., 2012. Leadership performance is significant to project
success or failure: a critical analysis. International Journal of productivity and
performance management. 61(2). pp. 204-216.
Tan, T. H. and Waheed, A., 2011. Herzberg's motivation-hygiene theory and job satisfaction in
the Malaysian retail sector: The mediating effect of love of money.
Trevor, C. O., Reilly, G. and Gerhart, B., 2012. Reconsidering pay dispersion's effect on the
performance of interdependent work: Reconciling sorting and pay inequality. Academy
of Management Journal. 55(3). pp. 585-610.
Valmohammadi, C., 2011. The impact of TQM implementation on the organizational
performance of Iranian manufacturing SMEs. The TQM Journal. 23(5). pp. 496-509.
Wagner, J., 2012. International trade and firm performance: a survey of empirical studies since
2006. Review of World Economics. 148(2). pp. 235-267.
Online
Market Expansion and Productivity Growth: Do New Domestic Markets Matter as Much as New
International Markets?. 2012. [PDF]. Available through:
<https://pdfs.semanticscholar.org/7cdc/18002fc3427f7ced46d5f6c9c7199561bf41.pdf>.
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