Marketing Strategy for a Coffee Business Start-Up Dissertation or Thesis

Marketing Strategy for a Coffee Business Start-Up
Presents an original study to evaluate the factors and strategies for a successful coffee shop business star-up in Cambridge, England.
# 148380 | 10,675 words | 51 sources | APA | 2011 | KE
Published on Oct 17, 2011 in Business (Small) , Business (Marketing) , Research Designs (General)

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This paper explains that, although new businesses often face high competition and fail to penetrate the market, start-ups that proper asses their pricing, promotional, entry and segmentation strategies are able to compete successfully and attract an adequate portion of the market share. Next, the author relates the generalized factors for a successful business based on a literature review and details a survey specific to this coffee shop business star-up in Cambridge, England. The paper reveals the results of the survey and incorporates them into the potential business plan for this start-up and makes suggestions for all entrepreneurs. The questionnaire, data tables and graphs are included in the paper.

Table of Contents:
Table of Contents
Study Background
Rationale for the Study
Importance for the Study
Study Limitations
Literature Review
Environmental Factors Affecting Business
Cultural Environment
Legal Environment
Economic Environment
Political Environment
Technological Environment
Understanding Challenges of Marketing a New Business
Inadequate Management
Burdensome Regulations
Market Structure
Size and Age of Business
Market Dysfunction
Marketing Budget
Factors Contributing to Business Success as a Way Of Enhancing Strategy
Business Growth
Coffee Shop
Research Objectives
Research Method: Survey
Data Collection Procedures
Sampling Strategy
Accessing Shop Owner: Ethical Consideration
Accessing City Clerk: Ethical Considerations
City of Cambridge Residents: Ethical Considerations
Data Collection Techniques
Data Analysis Procedures
Reliability and Validity of the Instrument
Findings and Discussions
Research Findings Frequency And Descriptive Statistics
The Management
Challenges at Start-Up Phase
Business Location
Short-Term Business Plan
SWOT Analysis
Business Concern over Environmental Conditions
Degree of Competition
Customer Reliance
Formal Procedure of Accessing Customer Satisfaction and Dealing with Customer Complains
Promotion Strategies
Use of External Support in Advertising
Strategy at Start-Up Phase
Main Business Competitive Advantage
Business Growth Strategy
Customer Loyalty
Business in Cambridge City
Customer Brand Preference
Price Satisfaction
Service Satisfaction
Mode of Payment Preference
Conclusions and Recommendations
Conclusion of the Study
Recommendation to Entrepreneurs

From the Paper:

"This indicates that 30 per cent of the businesses desire to use new products development to increase its market share. In addition, 37 per cent of the business would expand their geographical location as a means of attracting larger market. However, 33 per cent of the business will adopt other growth strategies such growth resulting from increased customer base as result of improved quality of services. Geographical expansion demand for more capital investment as it involves establishing new branches of the business in other areas within or outside the city. However, developing new products involves introducing new brand of products and services within the same premises of the coffee shop. Therefore, new products require enhancement of product or introducing new products in the market."

Sample of Sources Used:

  • Aribarg, A., Pieters, R. and Wedel, M., 2010. Raising the BAR: Bias adjustment of recognition tests in advertising. Journal of Marketing Research, 47 (3), pp.387-400.
  • Armstrong, G., Harker, M., Kotler, P. and Brennan, R., 2009. Marketing: An introduction. New York: Financial Times/Prentice Hall.
  • Ashok, R., Gauzente, C. and Tinson, J., 2004. Marketing strategies: A twenty first approach. New York: FT/Prentice Hall.
  • Baourakis, G., Kalogeras, N. and Mattas, K., 2011. Introduction to the special issue on the recent trends in the food industry and food chain. The Journal of Food Product Marketing, 17 (2), pp. 111-113.
  • Bateman, T.S. and Snell, S.A., 1996. Management: Building competitive advantage (3rd ed.). Chicago: Irwin.

Cite this Dissertation or Thesis:

APA Format

Marketing Strategy for a Coffee Business Start-Up (2011, October 17) Retrieved May 27, 2023, from

MLA Format

"Marketing Strategy for a Coffee Business Start-Up" 17 October 2011. Web. 27 May. 2023. <>