Business Development Report: KAFFEINE Cafe's Global Expansion Analysis

This management report analyzes the business expansion strategies of KAFFEINE cafe, an independent coffee shop inspired by Australian and New Zealand coffee culture. The report begins with an introduction and an identification of the organization, industry, and topic area. It then delves into data collection and analysis, including an internal analysis using the VRIO framework and an environmental analysis of the coffee shop sector in the UK. The report explores market trends, socio-cultural influences, and competitive dynamics. A literature review examines the importance of business expansion, strategies for international growth, and challenges at the global level. The report identifies opportunities for KAFFEINE, such as expanding to new locations and implementing new technologies. It concludes with a growth strategy proposal based on the analysis and findings.

AS1 Management Report

Contents
INTRODUCTION...........................................................................................................................................3
ORGANISATION/INDUSTRY/TOPIC AREA IDENTIFICATION .........................................................................3
DATA COLLECTION AND ANALYSIS...............................................................................................................4
LITERATURE REVIEW ...................................................................................................................................9
To explore the importance of expanding business for an organization at global level............................9
To determine the strategies that may use by company for its business expansion at international level
...............................................................................................................................................................10
To analyses challenges preset at global level for KAFFEINE cafe while expanding their business
operations globally. ..............................................................................................................................12
GROWTH STRATEGY PROPOSAL................................................................................................................13
REFERENCES ..............................................................................................................................................15

INTRODUCTION
While running a business management is an essential element because it is considered to
be the backbone of the company. If the management is good than company can achieve all its
objectives and goals without having any severe problem but if the management is poor than bad
consequences can be faced. Therefore, it could be said that management includes a set of
activities which helps in directing the action with an effective use of resources available. This
undertaken report is done on KAFFEINE which is an independently owned café. Company is
truly inspired by the coffee culture of Australia and New Zealand thus, considering this they
started their own business in United Kingdom. The Café is situated in the two important
locations of London and providing its services to its valuable customers. Henceforth, this report
will provide with an insight of the external and internal analysis of the markets area so that
company can develop marketing strategies and grab the opportunity for getting into a better
position as compared to rival firms. Moreover, based on this factor a growth strategy proposal
will be developed. Thus, this report will include various range of criteria that are important for
management in an organization.
ORGANISATION/INDUSTRY/TOPIC AREA IDENTIFICATION
For the 20 consecutive years, coffee shop sector in UK has been developing and this
growth is projected to continue. In 2018, UK branded coffee shop industry expanded by 5.8%,
with 1,300 new shops opening from across country. Unauthorized companies concentrating on
coffee sales, in contrast to several other beverages or healthy meals, are part of coffee shop
industries. Sector success is driven through economic and social factors such as rise in real
disposable households, coffee tastes over the alternative social settings and increased customer
demand in coffee mixtures and origins (Schembera, 2018). In recent times it has been solid,
backed by increased demand, as culture of coffee between customers is increasingly prominent
UK coffee sector reported overall sales of £7.2 billion in 2017, reflecting an average annual
increase of 7% in the period 2012 to 2017. UK coffee sector is estimated to have an employee
compensation of £2.5 billion in 2017, representing 68 percent of estimated total GVA in 2017.
An approximate 10.1 billion UK pounds was available on United Kingdom (UK) coffee shop
market in 2018. Coffee industry sector has remained resilient and believe coffee industry will do

much stronger than its predicted UK GDP. These forecasts make coffee store a strong investment
in chaos. Coffee store sector continues to expand with a high level of coffee market price every
year. In 2020, UK coffee shop sector would be vital year as operators deal with Brexit
ramifications, try to leverage the M&A activities of 2019 and retain consumer loyalty in a highly
competitive market.
RESEARCH AIM
To determine the strategies that help organization in its business expansion at global level. A study
on KAFFEINE cafe.
RESEARCH OBJECTIVES
 To explore the importance of expanding business for an organization at global level.
 To determine the strategies that may use by company for its business expansion at
international level.
 To analyse challenges present at global level for KAFFEINE cafe while expanding their business
operations globally.
RESEARCH QUESTIONS
 What is importance of expanding business for an organization at global level?
 Which strategies company can be used for its business expansion?
 What are the challenges present at global level for KAFFEINE cafe while expanding their business
operations globally?
DATA COLLECTION AND ANALYSIS
Internal analysis
Resources within the organization
Resources are necessary for performing the business in an effective manner. Under this,
VRIO analysis has been used. VRIO is a framework for business analyzes that is part of a
broader strategic plan for a company. The fundamental strategic process that each organization
undergoes starts with a declaration of vision which continues with goals, internally and

externally evaluations, policy choices or strategic execution. The different dimensions of VRIO
analysis of KAFFEINE café mention below:
Valuable- Through a strong presence in United Kingdom, a corporation is an important
commodity for growing its growth, revenue and market share. It is a smart way for current and
established customers to gain more money (Bryson, 2018).
Rare- KAFFEINE café is largest coffee business in United Kingdom. Although other
multinational coffee chains exist, KAFFEINE café is biggest.
Inimitable- No competitor can gain a global presence in short term. This will take
tremendous time and money.
Organization- This skill is widely used by KAFFEINE café. It retains the customers by
providing the high quality of services and better products.
Evidence of entrepreneurial orientation
KAFFEINE café was opened in year 2009 and this is busiest and the largest café in
United Kingdom. This is included as pioneer of sociality coffee ship in United Kingdom. The
customers give the best review this coffee shop and say that it provides the best coffee in
London. The service of this café was friendly and provides the best and also tasty coffee. This is
an independent owned coffee shop with the deli style sandwiches, salads and the breakfasts.
Influence of founders
There is not any influence of founders as this coffee shop conducts the business in an
ethical manner. It has the proper license to doing the business in United Kingdom and also
follows the rules and regulations developed through the government.
Environmental analysis
Global, regional and emerging markets
Coffee is among the world's best traded farm commodities, exporting 70% of all coffee
production for 2017 alone, estimated at USD 19 billion. 1.2 The retail demand for sector was
USD 83 billion same years and created 125 million jobs. Coffee is the best drinks in world and a

important source of the caffeine and the coffee remains an important factor in society's everyday
routine. By manufacturing goods nearly exclusively in developed countries the world's coffee
industry is substantially increasing. According to a survey conducted by National Coffee
Association, over 70% of customers prefer home-made coffee (Ginter, Duncan and Swayne,
2018). The move from beverages to coffee beverages has slowly been seen amongst customers.
Socio cultural influences
Stereotypes may say that Britain drinks simply strong cups of fine coffee or pints of
brown lager at the local pub but 70 million cups of the coffee drunk in UK say something
different each day. Cursory glance down the local highway reveals that coffee addict country
now. Commuters in espressos and soup-ball-sized lattes are taken care of in countless cafés to
combat fatigue. The influence of coffee culture was increased through advent of digital era in
which some employees were liberated from desk by laptops, cell phones and eventually tablets.
When the recession hit and destroyed the supermarket highway, cafeterias filled holes. Cafes are
an easy place to socialize and work through adding WiFi. It was paired with need for breakfasts
from passengers, pub closures and a food culture emergency. Now in house even coffee is
enjoyed. Third of the customers in their kitchens have a kind of coffee machine, which is
conveniently packed with online standard craft beans. Ethics, sustainable development as well as
incorporate strategies are extremely significant. All the outstanding cups are mainly made with
the attention to detail at every stage and probably with fresh, well-sourced beans which are held
dry and measured before processing to maintain proper consistency (Parente, Geleilate and
Rong, 2018).
Environmental and competitive analysis
With an estimate of around 20, 000 outlets of coffee shops in United Kingdom, the
business is earning approximately £9 billion and by 2020, there might be a possibility that it will
cross over 30, 000 outlets. Nowadays, because of internet customers knows that what kind of
coffee is tastes the best and is excellent in quality. Along with this, customers prefer the
locations, atmosphere and services they are being provided. In relation with KAFFEINE, there is
a tough competition because large chains such as Costa Coffee, Starbucks etc., who are already a
popular brand name are the first choice of many of the customers. In relation to the competitive

analysis, Starbucks is using social media strategies and along with the coffee they are providing
other services as well such as free internet, range of foods at a very low cost and it is helping
them in attracting a large number of customers. Therefore, growing independently in their
presence of these popular brands is quite difficult but KAFFEINE is growing increasingly and
becoming the popular choice of people. It is important that they go along with the current market
trends.
Analysis Opportunities
Sources of opportunity
On an average, in United Kingdom around 2 cups of coffee a day and if calculate with the
amount of coffee shops in UK approximately 95 million cups of coffee are consumed on a daily
basis. Thus, it can be said that Coffee Shops can be considered to be the best source of enhancing
the economy of a nation. Therefore, for KAFFEINE as a source of opportunity they must think
of opening their outlets in different locations as well (Ansoff and et. Al., 2018). For example:
company other than its two outlets in London is thinking of founding its store in Malta a country
in Europe. This will not only help the company in increasing its revenues but will also assist in
enhancing its brand image amongst other people. Other than the traditional form of making
coffee (which consumes more time) company can implement new and latest technologies for
making coffee and instead they can make modifications or alternation with various flavors so as
to stand out different from other rival companies. However, KAFFEINE can start a “coffee
truck”, which can carry the famous and specialty of the café along with some light snacks to
different locations. Moreover, in the world of internet company can provide the home delivery
system to its nearby locations.
Opportunity evaluation and management
Opportunity evaluation, is a process of management which determines the factors that
can influence the business operations along with the ideas through which wealth can be created.
According to the increase in demands of coffee by the customers for KAFFEINE expanding its
business is a great move because seeing its popularity it will bring financial rewards. Moreover,
operating the business in new locations will provide with a diverse workforce and their skills will
be helpful in attracting a large number of customers (Okumus and et. Al., 2019). Along with this,

starting a “coffee truck”, will assist the company in delivering their special beverages in different
locations and thus, will be helpful increasing their brand image. However, in order to turn these
opportunities into the positive outcome it is important that company provides its employees with
appropriate training and development programs so that their abilities can perceive them as a rare
and unique service provider as compared to its rival firms.
Information sources and their validity
In this global world, there are various sources from where information can be gathered or
accessed. It can be through the source of internet or by taking to an individual who is associated
with the related research. In relation with KAFFEINE, they can take the feedbacks of its
customers by online platforms like through its official websites like how much they are liking
their products, if they need any kind of changes in the services they are providing or how the
existing services can be improved. As a result, it will assist the company in providing the
services that are according to the needs and wants of its customers (Zerfass and et. Al., 2018).
For example: as a change in the service, working customers (who have less time to have their
proper meal) wants to have small snacks with an easy packaging so that can be easily grabbed. In
order to have the validation of all the information gathered management of KAFFEINE can have
a record so that, for future assistance company can have the information and work accordingly.
Strategic analysis
Risk analysis
Doing business in whatever field it is there are some kind of that can be faced by the
company. The potential area of risk which a company faces is financial investment for
purchasing the tools which is required to make the coffee because there might be a possibility
that employees doesn’t have proper knowledge of operating the tools and result in damage.
However, to cope up with the problem company must hire individual who have done some
course related to food and beverages (Pearlson, Saunders and Galletta, 2019). Another risk,
which can be faced by the company is to creating an effective flow of customers. As
KAFFEINE, wants to open its business in new locations so, delivering a bad service or the food
item can destroy the customer’s experience and moreover, this will lead to decrease in the sales

of product. Therefore, building a good first impression is very important for the betterment of the
company and its revenue generation.
Scenario planning
Scenario planning is being done by a company just to overcomes with the uncertainties
company can face in future actions. For example: KAFFEINE, by looking at the increase in the
consumption of coffee in United Kingdom can analyses whether the sales in a particular period
will be good or bad. Furthermore, in order to do a proper scenario planning, management will
have to consider four factors i.e. identifying the driving forces: for KAFFEINE, their driving
force is their unique taste of coffee with good ambience (Yeow, Soh and Hansen, 2018).
Identifying the uncertainties: increase in the prices of the raw materials i.e. export of coffee
beans from other countries. Developing a range of plausible scenarios: considering the
directions of uncertainties that could take the business to another level company can think of
other possible scenarios for example: change in the needs and demands of customers. Discussion
of the implications: in this final stage various implication that can hamper the business must be
discussed so that appropriate solutions could be made.
Ethical corporate social responsibility issues
Corporate Social Responsibility usually works for sustainable development and aim to
fight against the unveil activities which is not good for public. In relation with coffee sector there
are many issues that is a big concern such as soil fertility, global warming, low prices of coffee
etc., In some parts of the world where coffee beans are grown, workers are not treated properly
and also they are not provided with the appropriate amount for the work they do but the
companies who are purchasing are gaining maximum benefits from the future actions i.e. to seek
it to their customers (Gemünden, Lehner and Kock, 2018). Therefore, this is an issue which
needs to be looked after for the betterment of the people who are associated with the same.

LITERATURE REVIEW
To explore the importance of expanding business for an organization at global level
As per opinion of Jan-Emile van Rossum (2017) Numbers are the main advantage of
spreading business transactions beyond boundaries. Being in far more countries means many
customers exposure, bringing more profits and benefit. Higher quantities will lower costs when
sell products. International business strategy also requires experience of various markets and
variations and similitude different countries, and also the challenges and exploits new
opportunities. Very first step in the global management is to ensure that service or product is
needed in a growing product and that understand precisely what competition there is. The
increase in market growth is among the main benefits of international expansion. The entry of
international markets enables businesses to expand faster. New customers experience the service
or product through expanding their companies worldwide. It will lead to even further expansions.
When you have been in a local market for a while, it can be tough to find new customers. They
are used to your product and your competitors, and new sales can be a battle hard-fought. An
international expansion opens new doors and gives you access to a whole new set of customers
who have never seen your product or service before. Sourcing global talent can be an
overwhelming task, even for seasoned internal recruiters. A global talent acquisition partner can
help alleviate some of these challenges.
Paul Cole-Ingait (2020) stated that this is hard to attract new buyers when company is on
a local market. Clients are accustomed to the company and rivals, which can be hard-fought in
the battle against new sales. International expansion helps in opens new doors and allows to
access to a whole new range of clients who may have never before seen service or product. But
this can be an overwhelming task for the global talent, even for experienced internally qualified
recruits. Many of these problems can be overcome by a strategic talent management partner. On
the other hand, Firms also tend to develop domestically to achieve the strategic advantage over
their competitors. For instance, companies expanding into markets that their rivals do not always
operate have first-move benefit, enabling them before their rivals to create strong brand
recognition with customers. International expansion can increase company access to emerging
technology and industrial environments that could boost their important capabilities.
International trade can boost the image of a company as multinational operations can aid brand

awareness in potential business situations like contract agreements, new advertisers or even new
marketing strategies.
To determine the strategies that may use by company for its business expansion at international
level
On the basis of Yang and et. Al., (2019), International expansion strategies are structured,
multi-level strategic plans which companies are using to reach a foreign market, establish a
increasing presence and rapidly becoming profitable. Global strategies for the expansion make
development more stable and organized. If correctly assembled, these plans reduce risk of
expansion to facilitate effective the use global expansion tools, schedules and money. There are
some strategies used through firm for business expansion at the global level give below:
Keep a Light Footprint- Before its international activity matures, businesses start holding
on capital projects and hard costs. It is good way to justify costs and ensure a long-term ROI for
the product. But don't be too far away; priceless is human capital. Strong local staff may assess
plans on the day-to-day environment for market growth, find unexploited opportunities, and
change as appropriate. The approach to recruiting would be to do it gently and agilely but to
combat risk reduction. The employment of international contractors is unbelievably risky.
Consider to use a Foreign PEO to operate internationally if cannot / will not set up a legal entity.
Adopt a clear product strategy – It is also considered as an effective way for company
to expand their business in market place with the aim of attaining higher success at global level.
In this company is responsible for developing a leading-edge product that help them in
expanding into new and global countries. It may help in inviting more and more customers
towards the its products and at the same time also increase company sale as well. For attaining
the same, organization is responsible for testing the products in its target’s country. With the help
of this, firm can easily understand the actual need of market and deliver its services accordingly.
This type of product strategy is beneficial for business organization at the time of its expansion
as it may encourage customers to buy company new products. Through this, firm can easily
enhance their sales and also established its competitive image at international market.
Revenue Gain, Reinvest, repeat: It is also crucial for company to analyses international
before expansion. Selecting a market wherein competition is low is effective in introducing its
standard products and services. It can be beneficial in generating larger profitability and revenue

through which company can easily reinvest in a product domestically with the aim of continue to
gain larger market share. In this context, take a lean approach is effective in keep outsider
sources of capital at bay and at the same time also increase their equity as well. This type of
strategy is beneficial for company when it leading and funding are scarce. With the assistance of
this, firm can easily improve their performance level and acquire a competitive edge from its
rivals at market place.
Partner up: Before starting their business at global level it is important for company to
make sure to protect them by self by partnering with best companies who focus on evaluate as
well as recognize all the potential risks. This will directly contribute in engaging with local
attorney to effectively protect to advise. With the assistance of this, company can expand their
business at global level and at the same time established its competitive advantage at global
market place.
Be proactive, Not Reactive: Expansion at global level at market place is crucial for
company as it help in improving the possibilities of attaining success at international level. For
attaining the same company also undertake an effective research to analysis market that support
in improving the possibilities of established competitive edge. It also beneficial in aligned with
this long-term strategic plan. By undertaking effective research company may evaluate the areas
wherein company can expand their business functions at new market and countries.
To analyses challenges preset at global level for KAFFEINE cafe while expanding their business
operations globally.
According to Luo and Bu, (2018), international expansion includes various variables that
must be includes by the company at the time of expanding their operational activities at market
place. As expansion into new countries is not an easy task as it includes various issues and
challenges that put negative impact over the business and its functions as well. This is the reason
that, firm is responsible for understanding the nature of their company who are the target
customers, how quickly firm make planning to expand and how much time and money company
willing to invest. With the help of this, firm can easily expand their operational globally. On the
other side, there are some challenges that faced by company at the time of going globally.

Language and cultural barriers: At the time of going global, change in culture and
language is one of the biggest issues faced by company. As customers are from different
background and culture in which their language is also different that is going to be a challenge. It
put negative impact over the overall performance of the firm as it may reduce profitability level.
This is because, sometime company fail in understanding what customers exactly want due to
their language. In this, company is not able to provide them accurate information to its customers
at global level. Thus, it is important for company to improve knowledge to build an effective
market strategy that help them in understanding the customers and their requirements to provide
them quality services according to their wants.
Local competition: This is also a major challenge that faced by company at the time of
operating their business at global level. In this regards, higher competition at local level may
reduce the possibilities of increasing its market share and at the same time also reduce its
positive brand image. The main reason behind this is that customers are already encouraged and
influenced towards the competitors’ products. Due to this, firm may reduce its customers base
and fail in inviting and encouraging customers to consume its services. Therefore, it is crucial for
company to find right partner and at the same time also build relationship with local businesses.
This will improve the chances of enhance the competitiveness at market place. With the
assistance of this, company can easily deliver quality services to its customers as per their
demand and make them more satisfied. It can be bringing many benefits that support company in
attaining competitive advantage from its rivals.
Tax codes and compliance issues: At the time of globalizing their busines, it is one of
the major challenges that faced by company. Dealing with taxes, fees and tariffs for international
trade may includes the biggest obstacle for company especially for smaller business. In this, firm
need to be aware of all the trading standards and regulations so that they can easily improve their
performance at international level and also capture larger profitability level. As failing to meet
compliance regulations in a specified country wherein company is going to expand is not only
halt to their expansions plans but at the same time also increase additional cost in their home
country. This is the reason that, company should deal with the taxes, laws and tariffs of new
market that support in improving the overall performance of the company at market place.

Supply chain risks: Imports, exports, shipping and logistics are aspects that faced by
company at the time of operating at global level. In this regard, managing a supply chain that
crosses national boundaries can be includes a major challenge that put negative impact over the
company and its performance. For overcoming this challenge, company needs to develop an
effective strategy and develop an effective plan to expand their business activities successfully. It
may aid in avoiding unexpected issues and challenges at the same time also improve its overall
competitive performance at international market.
GROWTH STRATEGY PROPOSAL
It is important for every business organization to expand their business with the aim of
attaining competitive growth. Mainly, business growth is related with the short-term outlines for
where company sees itself in upcoming time frame. In this regard, business growth strategy also
provides a guideline to organization for the next one to two years on how to increase revenue and
attain competitive success at market place. In relation to KAFFEINE café is responsible for
analyzing the market and also develop a growth strategy to improve its overall performance at
competitive market place (Watson IV and et. Al., 2018). One of the main advantages of develop
a growth strategy to determine the necessary area in which company can easily expand their
operational activities in upcoming period of time. As it is crucial for company to develop
effective strategies that can be implement by KAFFEINE café can easily build their competitive
brand in market place and also capture larger market share from its competitors. Furthermore,
company is also responsible for developing an appropriate plan that help in increasing the
chances of attaining competitive success. As it may includes some steps such as:
Establish a value proposition: It is crucial for KAFFEINE café to understand their place
in market as it can be effective in sustaining in market for longer period of time. Along with this,
KAFFEINE café wants to expand their business in Malta wherein they target their customers
who are prefer and likes to eat and also food lover. For attaining their higher satisfaction,
company also provide them unique and quality services that make them satisfied towards its
services. With the help of this, KAFFEINE café can attain competitive success at market place.
Identify ideal customers: While operating globally, it is one of the important
responsibilities for company to determine and evaluate its ideal customers whom they offer their

services (Tallman, Luo and Buckley, 2018). In this KAFFEINE café target local customers and
communicate with them to analysis or understand their actual needs in order to provide them
higher satisfaction. This can be effective sin increasing customer base of company and at the
same time also established its competitive image at global market place.
Define key indicators: In business organization is changes is important and must be measurable
because it help company in analyzing whether change is effective or not for organization. In this
regard, KAFFEINE café is easily determine the key indicators that affect the overall growth of
the company. For accomplishing its positive image at international level, KAFFEINE café is
responsible for making changes as per continuous time and also compare its results in order to
improve overall growth of the company without any kind of issue and challenges.
Verify revenue streams: This type of stage is also crucial in which company determine
current revenue streams and from where make business more profitable and succeed. Mainly,
KAFFEINE café use bank loan from generating revenue for expanding their business at global
market. With the help of this, company can easily attain long run success at market place and
also capture larger market share from its competitors.
Look to competitors: Analysis competition and competitor is crucial as it help company
in serving their services and running their operational activities effectively. In market place,
competition is high as rivals are operate well and serve quality services (Collings, Mellahi and
Cascio, 2019). This is the reason that KAFFEINE café is focus in providing quality and unique
food services at affordable cost so that large number of customers get influences and encouraged
towards its offerings. This may contribute in generating larger profitability from its competitors.
Focus on strengths: To attain success, it is significant for company to focus on their
strength as compare to improving its weakness. As it helps company in establishing its growth
strategies at market place. In this context, KAFFEINE café is focus on serving best quality of
food products to its customers so that they get easily satisfied towards its services. With the
assistance of this, café can easily improve its customers base and also build upon them to grow
their business in competitive market.
Invest in talent: Skilled and talented workforce is crucial for every company when they
globalize their business as it direct impact the customers engagement and overall performance as

well. As KAFFEINE café focus on hiring skilled and motivated employees who are able to
handle customers. For this, company also invest more in providing them better training and
development activities so that they improve their quality performance and abilities (Spyropoulou
and et. Al., 2018). With the help of this, firm can improve the possibilities of accomplishing all
the market targets in an effective manner and at the same time also attaining competitive growth
at global market.

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