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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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In fact, the hospitality sector is always affected by various economic tendencies, both negative and positive. The strategic plan will outline the major actions required for conducting the business. The strategic capabilities can be identified by means of VRIO criteria, where V stands for value, R for rarity, I for imitation opportunities, and O for the company’s competitive advantage (Evans, 2015).

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New entrants have ability against Calm Coffee because of the affordable costs of operation business and supply chain development. However, new entrants are difficult that to established brands completely like Calm Coffee because it is very expensive to develop a strong brand. So, this part of the 5 Forces analysis indicates that the threat of new entrants should put on a secondary priority in Calm Coffee’s

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The first one is the coffee, as the company strives to get the best quality coffee to provide the best experience for their customers and deliver their value proposition. Indeed, to assure this high-quality Starbuck controls as much of the supply chain as possible. The company implemented a strategy that insures the same process in each of its facilities. They have a strict supplier policy and very few facilities to roast the coffee beans to be able to supervise the whole process and make sure that each bean and packaging is done the same way. This reinforces the intent on competitiveness as they have a control over their supply chain and create value throughout every step of the process.

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Common definition market, which means economic that’s approach customers in terms of people to find a goods or services they want, while segmentation is processes dividing specific part into many parts of some things. Market segmentation is mean an organization target its product, services, or ideas only to specific groups of consumers rather than to everybody, even if it means that other consumers who don’t belong to this target market aren’t attracted to it, for example is ASIMO might be suitable for housewife to do household works. Honda company has been targeted three major part of market segmentation that is include demographic, behavioral, and psychographic segmentation. Demographic segmentation is based on age, income, family size and socio- economic status, etc.

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According to TrackMaven, market segmentation is the process of dividing the market of potential customers into groups, or segments, based on different features. The created segment consists of consumers who will respond to the same marketing strategy and who share the nature of the same interests, needs, or locations. McDonald uses demographic segmentation as their main types of market segmentation. According to Sakshi Natani (2016), McDonald in Malaysia used mainly demographic segmentation, which divided in age, income, family-life cycle and social class.

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In 2015, Denis and Mirjana took over the café and in a relatively short time have transformed it from a good suburban café with great coffee to a top drawer inner-city establishment that draws its broad customer base from happy locals to serious coffee aficionados who came for the coffee and stayed for the food, ambience and the buzz. The marketing objectives of the business is to build the brand as a unique inner-city ‘hip’ café with great ambience and gourmet food and real coffee. The owners understand inherently that their marketing mix must satisfy their target market while still meeting their marketing objectives. Strategic plan and objectives

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