Drinking coffee is a daily routine for many peoples in the UK. Managing coffee shop must concern many stakeholders. Stakeholders is ???are individuals, groups or organisations with an interest in, or who are affected by, what the organisation does??™ (Boddy, D. 2008)
Therefore, social and environmental issue in society might affect the coffee shop management. Fair trade can be the aspect of social issue. Fair trade is ???the policy of benefiting producers in developing countries by buying such commodities as rice and coffee directly from them at a guaranteed price.??™ (Oxford University Press, 2006). Changing population age group might also affected by marketing coffee shop (Mintel, 2008).
Moreover, it is generally agreed that ???marketing mix??™ (Boddy,D. 2008) is essential thing to manage a business. Marketing mix defined as:
???The mix of decision about product features, prices, communications and distribution of products used by the marketing manager to position products competitively within the minds of consumer.??™ (Boddy, D. 2008).
This report will focus on effects of social and environmental issue and discuss the influence whether should change marketing mix or not.
Nowadays, quality of food is important thing for consumers. According to Mintel (2007), a third of consumers think natural food worth paying more to get product whose quality is better than cheaper one. Moreover, it will expect that the number of wealthy people in the UK will still rise in near future (Mintel, 2007) thus it can be said that managing coffee shop should concern quality of coffee beans, water, milk, etc.
Furthermore, according to Mintel (2008), the number of people who prefer to drink ???Roast & ground coffee??™ slightly increases from 14% in 2003 to 18% in 2007. It could be said that more people concern the taste to drink the coffee even though it cost more than instant coffee.
Row price is attractive point for all consumers, although, some people think quality of products is more important than price. Furthermore, fair trade makes producers in developing countries help their right (Oxford University Press, 2006). Therefore, increasing the wealthy people (Mintel, 2007) is good for managing this strategy which concern quality of food. It would make them to encourage buying the products on the business because they might concern this problem.
In general, there are many coffee shops which are big chain, such as starbucks, costa coffee, etc., in city centre. For example, there are four starbucks coffee in Oxford city centre (Starbucks, 2005). It can be argued that it cannot avoid stiff competition with other coffee shops and the big chain company has an advantage to beat the small chain the business. Therefore, it is highly likely that the small chain had better to locate in local area or small town.
There is a lot of way to promote the product such as advertisement, although, it make at great expense and these cost affect the price. Therefore, we can use customers to promote this product. For example, the people who take acquaintance serve free to drink a cup of coffee.
Moreover, according to financial times magazine (2006), loyalty card ???encouraging shoppers back into stores??™. This is why; making loyalty card is one of the possible ideas to make a regular customer.
To sum up, the demand for quality of food has increased in recent years. Even if the price expensive some people who are rich prefer to good quality products to cheap one. Managing the small coffee shop need to make some difference between big companies and small one. That is why; adding the value is one of the best ways to make a difference and focus on the quality is easy to impress the consumer feeling.
Moreover, if the customers realise the quality of the coffee, they would promote the coffee shop by word of mouth and that strategy might be one way to promote this idea.
However, the people who are middle class do not afford to buy such a product. Therefore, it seems clear that it is easy to affect these issues besides how we focus on the stakeholders is most important thing to deal with marketing activity.