Business Essentials Advanced – Case Study Assignment
Business Essentials Advanced – Case
Marvin and Patty Smith have worked together for years in the food and catering
industry and, having the same dream to run their own business, decided to open
their own coffee shop. Hank and Patty spent 12 months researching and planning
the details of their coffee shop to decide on the best location, who their
target market was, how much capital they would be able to raise, key
competitors, what suppliers they would use and what products and services they
would offer in their coffee shop and so forth.
Then in January 2016 Marvin and Smith’s coffee shop was opened in
Wandsworth in South London.
order to stand out from other coffee shops that seem to be flooding the market
in London, Hank and Patty decided on the following:
To use the finest coffee beans from Gumutindo
Coffee, a Fairtrade supplier in Uganda that focuses on enabling farmers in Uganda
to earn an independent income and to run their own farms, as research had shown
that ethical concerns were high amongst potential customers in this location.
High quality tea and herbal infusions would also be sourced from Fairtrade
registered Foundations in Eastern Uganda and, where possible, East African
inspired snacks, pastries and cold drinks (e.g. fresh mango juice) will be
To offer an environment that is both relaxing
with an East African feel to it (to continue the Ugandan influence) as well as
being practical for customers’ needs (including access to a power point socket
for charging phones/laptops, etc. and free Wi-Fi)
To ensure that staff (including Baristas)
were trained to the highest standard and were offered a wage and development
opportunities that were above and beyond their competitors
To offer themed evenings such as board game
night and chat with Nanna (for a chat and advice)
and Smith’s coffee shop has a strong ethos of promoting fair trade and equality
and expect their staff to respect and value these beliefs and to promote and
demonstrate such attitudes and behaviour in the workplace. Staff are also
expected to help out with the themed evenings where applicable such as playing
short board games if customers have no-one to play with. These are areas which
they highlight during the recruitment process.
their initial shop opening, Marvin and Smith have opened an additional two coffee
shops in and around London. However, the initial information system that was
set up for the coffee shop was only structured and set up to manage the
information with regards to one or possibly two coffee shops. Hank and Patty
are therefore beginning to realise that this initial information system
structure is quickly becoming outdated in terms of their business needs because
of their continued expansion. As the demand for their East African-inspired
coffee shop with themed evenings increasing and because International tourists
have even started seeking out these coffee shops, as they are becoming known
abroad, Hank and Patty have decided to focus on an overseas expansion plan.
have therefore decided to focus on an expansion plan and want to open up one of
their coffee shops in a European Union country. However, they are unsure as to
which of these countries to expand their coffee shop into and have asked you to
carry out and write up your research.
Income Statement for Marvin & Smith’s Coffee
Shops for the period ended 31st December 2016
Less Cost of goods sold
Less Closing Inventory
Salaries & Wages
Rent and Rates
Depreciation – Fixtures
Depreciation – IT Equipment
Statement of Financial position as at 31st
December 2016 for Marvin & Smith’s Coffee Shops
All figures in £ sterling
Fixtures and Fittings
Total capital and
Hank and Patty
raised the £100,000 capital through friends, family and personal loans. They
each raised £50,000
The second shop
opened after 6 months, the 3rd and 4th opened after 9
Coffee machines and
associated equipment cost £5,000. Each shop has two machines
includes all required Wi-Fi computers.
currently has no formal loans or external debt
ALL of the following questions using
credible reference sources for every question:
Research and decide on a country (within the
European Union) that Marvin and Smith’s coffee shop could expand into.
Justification for your choice must be given regarding choice of country, logistical
considerations, ethical considerations and the structural challenge of
expanding into that country. 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.
(approx. 500 – 600 words)
Present a tailored marketing mix in relation
to the coffee shop expansion plan abroad.
(approx. 400 – 500 words)
What are the implications of the need for
Marvin and Smith’s to cover a wider geographical area in terms of a different
country? Consider any impact this may
have on any two of the following and
show how these issues are interlinked:
Gaining competitive advantage
Personnel and managing staff issues
(approx. 300 words per each point)
Using the following financial information,
evaluate how their profitability and liquidity may impact on decisions
available to them. (approx. 400 – 500 words)
Write a concluding summary about the overall
viability of overseas expansion at this stage.
(approx. 300 words)
For this module the assessment process will
be to answer a number of questions about a bespoke case study to be issued in week
These questions will be designed to enable
the student to demonstrate that they have learned the basics of academic
research. Each question will broadly
reflect an element of what has been taught in the semester.
Students will be supported throughout the
module and given an opportunity for formative feedback. The module lecturers aim to provide all
students with advice and guidance in the preparation of coursework and may
comment on outlines or plans submitted, but will not predict the final
assessment. Their role is not to read
or comment on fully written essays/assignments prior to submission or give
any indication of the likely awarding mark. For further general details on coursework
preparation, refer to online information via StudentZone http://studentzone.roehampton.ac.uk/howtostudy/index.html.
When the work is returned and assessed, a
student will receive full formal written feedback with the opportunity to seek
a tutorial for further clarification, if necessary.
Word Count: 2,500 words –
guidance has been provided above regarding the recommended word count for each
10% over the stated word count is permitted without penalty. If students go beyond this, then there is a
penalty of 5 marks for every additional 10% beyond the word count. The word count includes the Abstract or
Executive Summary and all in-text citations. The word count excludes the
Bibliography, Appendices and words included in diagrams, illustrations and
tables, etc. Please note that Appendices
should only include supplementary information.
There is no specific penalty for submitting a piece which is below the
word count, but please note that shorter submissions are likely to attract
poorer grades, particularly where they lack the necessary depth of analysis.
Use appropriate academic sources, referenced
in accordance with the University of Roehampton’s Harvard Referencing
Arial. Size 12
Word document (not a .pdf)
Do not include scanned-in text or text boxes.
Submitting Your Assignment
All submissions of coursework will be online via Turnitin on the
module’s Moodle site.
Ensure that you check the location online for the upload and your
ability to access this location prior to the deadline.
Final submission deadline is Monday, 18 December 2017 @ 1400 (2
Your student number MUST be included in your document on each
page and a word count given at the end of the document.
Please remember if you submit a draft copy of
your work via Turnitin before the due date and time, and you then try and
submit a revised copy after the
deadline, Turnitin will not accept this. It is extremely important that you
submit your final piece of work on time.
Remember too that it can take 24 hours to get your Similarity Index
report back from Turnitin, so do take this into account when planning your
assignments to tutors, or put in staff mailboxes, or submit by email or fax.
subscribes to Turnitin Software. This is an online plagiarism detection service
that enables electronic comparison of students’ work against Internet sources
and other students’ work held on the Turnitin UK database. It is available to both staff and students
via Moodle. Students can access it as a learning tool via the Moodle Student
Support site. More details can be found
on the “Academic Skills Development” module on Moodle.
Please be aware that every submission will be scanned for
plagiarism using this software, so ensure that you are aware of what
constitutes plagiarism and how to avoid it. If you are in any doubt about
submission requirements or whether your work could be considered as
plagiarised, please contact your module tutor before the hand-in date for
If you do not meet this 2pm deadline and you
have mitigating circumstances, you will need to follow the Mitigating
Circumstances procedures and provide the necessary documentary evidence.
If the mitigating circumstances are accepted, the mark will be entered on to
the grade sheet without penalty. If the mitigating circumstances are
rejected, or there are no mitigating circumstances to consider, the mark will
be penalised as described below.
Work submitted up to seven calendar days after the deadlinewill be marked, and feedback will be provided in the normal way. However, the formal mark for the piece of work which goes forward to the gradesheet will be capped at a bare pass. Work submitted more than seven calendar days after the deadline will not be marked and the formal mark for the piece of work which goes forward to the gradesheet will be zero. No work will be considered if it is handed in after the lecturer has marked and returned the feedback to students.
Failure to attend any in-class test or exam
will be treated as a non-submission.
Computer/printer failure will not be accepted
as a reason for late submission.
You should save a copy of your submitted
coursework. You are advised to keep notes and a back-up file when working
on any assignment.
work will be marked according to the following marking scheme:
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
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?
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?
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?
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.
Tutors will target to provide feedback within
20 working days from the hand-in date.
Feedback will be provided via the Moodle Turnitin systems and individual face to face feedback will be given to any student who requests that.