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Business Development: A Case Study

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In the fierce competitive market, if the organization want to remain competitive that they must to development their business. Hassanien et al (2010, p. 2) defined business development is the organization uses the resources to develop, improve, modify or extend their products or offerings in existing or new market. The resources can be internal, external or joint resources. A formidable relationship between with business development and success in the hospitality industry that may affected business performances and profitability. Some factors may affects the business to be successful which includes competition, partnership or alliances, brand and image improvement, customer attraction, retention and satisfaction. On the other hand, the effective …show more content…

Johnson et al (2005, p. 91) identified market segment is “a group of customers who have similar needs that are different from customer needs in other part of the market”. Market segment advantage is to respond most customer different needs to produce different type product to satisfied their needs and attract more customers. For example, Pacific Coffee Company in order to satisfied customer needs they have provided different type of coffee beans for customer to buy or choose which including blends, flavored, single origin, organic, and decaffeinated. In addition, they have provide English breakfast tea, earl grey tea and fruit drinks.

Furthermore, Booz et al (1982) suggested six categories of new product. Developing new product can attract more consumer attention and satisfying customer needs. In a competitive market hospitality business should produce new product to increase their competition. In this Christmas, Pacific Coffee Company introduced two different flavors coffee which is mixed berry nougat latte and classic nougat latte. And also, they have introduced three different types mug for customer which is limited collection. For coffee beans, they introduce winter blend coffee …show more content…

Whitla et al (2007) argue that the economies of scale influenced the cost. Economies of scale is a cost advantage also the organization can increase the output of their products. For instance, Pacific Coffee Company all stores and their franchisees are using same coffee machine and paper cups. And also, they have purchases coffee beans from Africa, Central and South America, Hawaii and Asia or through fair-trade to supply for their store and

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