Marvin and Smith’s Coffee Shop Expansion Plan Abroad

Answer ALL of the following questions using credible reference sources for every question:

Q 1.

1.Austria (1995)

2.Belgium (1958)
3.Bulgaria (2007)
4.Croatia (2013)
5.Cyprus (2004)
6.Czech Republic (2004)
7.Denmark (1973)
8.Estonia (2004)
9.Finland (1995)
10.France (1958)
11.Germany (1958)
12.Greece (1981)
13.Hungary (2004)
14.Ireland (1973)
15.Italy (1958)
16.Latvia (2004)
17.Lithuania (2004)
18.Luxembourg (1958)
19.Malta (2004)
20.Netherlands (1958)
21.Poland (2004)
22.Portugal (1986)
23.Romania (2007)
24.Slovakia (2004)
25.Slovenia (2004)
26.Spain (1986)
27.Sweden (1995)

From the above list of countries which joined the EU on the stated dates above you are to discuss and conduct some initial research into which country could be the one to expand into and then mutually select one country that you think Marvin and Smith’s coffee shop should expand into.

Justification for your choice of country must be given in relation to factors discussed in seminars and potentially revealed by your own research.

Note that you should assume for the purposes of this assignment that the Brexit negotiations will make no difference to the trading environment as it is at present. (500 words)

Q 2. Present a tailored marketing mix in relation to the coffee shop expansion plan abroad to include:

Product – tangible (physical goods) and intangible (customer experience). What are your Unique selling propositions(USPs) Price – outline and justify your choice of pricing strategy(s)

Place – justify your choice of physical location for the provision of your market offerings.

Promotion – how are you going to raise awareness of your presence in your new market and encourage your target segment(s) to engage profitably with your market offerings (600 – 700 words).

Q 3. For any two of the following, identify key factors Marvin and Smith should consider as they expand into an unfamiliar territory and show how arising issues or potential challenges may be interlinked and managed.

a.Human resources management

b.Operations/logistics/supply chain management

c.Finance and accounting

d.Marketing (600 words)

Q 4. Using the financial information presented above, calculate and evaluate how:

2 profitability and 2 liquidity ratios may influence decisions available to them. (Note: ratios will be discussed in detail in class so be sure not to miss that particular session).

 What do they tell you about the current business?

 Evaluate how the calculated ratios influence decisions available to Hank and Marvin and what implications might they have for the expansion plan?  (400 words)

Q 5. Write a concluding summary about the overall viability of overseas expansion at this stage. (300 words)

Marking Schema All work will be marked according to the following marking schema:

1.Evidence of research (30%).  Have you shown that you have researched around the subject, used appropriate references and have you made use of these sources to inform and enhance your answers?

2.Logical flow and application (20%). Have you addressed all the required points of the task in a logical and consistent manner, demonstrating some ability to apply theory to practice?

3.Explanation and Understanding (30%). Have you shown understanding of the wider business issues affecting Marvin and Smith’s Coffee Shop?  Have you explained and justified your answers to an appropriate level?

4.Professionalism (20%). Is your work tidy and well laid out, with appropriate structure and standard of concise and effective written English?

Have any diagrams and illustrations used been well chosen and correctly presented and is the work of appropriate length?

Note that you are expected to show you are ready and able to engage with a level 4 degree course so superficial answers will not be awarded pass marks.

 A good set of answers will therefore be well researched and presented, argued logically and effectively, using examples from credible sources to illustrate your points and referenced in line with the University of Roehampton’s Harvard Referencing guidelines.