Marketing – Company Analyz Essay Sample

troduction
A batch of people know that Swedish people is one of the chief java consumer in the universe. by imbibing 3. 2 cups of java each twenty-four hours this and to hold a specific word for holding a java. “fika” . There for there is a batch of companies in Sweden which chief concern is to supply a good cup of java ; one of those companies is Espresso House. ( Bruzelius. Johansson. 2012 ) The company Espresso House is non an old company ; the first Espresso House java store in Sweden was opened 1996 in Lund. one of the biggest pupil metropoliss in the southern parts of Sweden. Its proprietors Charles and Elisabet Asker had the thought to get down a little java store to supply their slogan “att Ge varldens basta gast varldens basta kaffeupplevelse” ( Espresso House. 2012 ) . which means. giving the best invitee in the universe the best java experience. At Espresso House there is no clients. merely guests. The concatenation Espresso House operates in 25 different metropoliss in Sweden and have 120 different java stores spread in those metropoliss. ( Espresso House. 2012 )

Espresso House’s Market Mix

* Promotion
Espresso House usage a selling scheme. which contains tools as universe of oral cavity. where they rely on their loyal invitees to talk good about their java experience. The company does non trust on WOM ( word of oral cavity ) . they besides take the chance when opening new java stores to try java and little pieces of pastry’s. advancing the new store or hiking for an bing store. When trying they sometimes every bit good manus out smaller offers. as purchasing one latte acquire one for free or verifiers for a free java ( Attachment 1 ) . Espresso House usage every bit good societal medias. such as Facebook and Twitter. ( Nyheter-Pressmeddelande. Espresso House. 2011 )

* Price
Espresso House maintain a unafraid degree on their pricing. which is a small spot higher so other foodservice ironss as 7-elven. Pressbyran and Mc Donald’s ; this since Espresso House focus to a great extent on java and the quality of every cup served. Espresso House provide their invitees with customized java for each invitee. as an excess shooting of java or flavoured ; this is something that other foodservice ironss is unable to offer their invitees.

* Merchandise
The merchandises provided in the stores include all the nutrition charts and ingredients. so the invitees are able to se what is included in the merchandises. Espresso House offer more intangible merchandises so touchable ; intangible merchandises as their java and service are the chief gross for the shops/company. The different stores even sell other merchandise related to the concern. such as java beans. different types of java machines for the invitee to take the experience place ; but this is more of accessory gross for the company. ( Vaart Kaffe. Espresso House. 2012 )

* Topographic point
Espresso House is as mentioned earlier located in 25 different metropoliss and in about all of those java stores they distribute and produce their merchandises such as sandwiches. salads and the java is produced in the store in forepart of the invitee.

Espresso House as written earlier is a company that is turning bigger and is at topographic point figure 9 when it comes to taking ironss in consumer foodservice trade names ( table 21 ) . When contracting it down to cafes they are positioned as the taking concatenation of coffeehouse in Sweden. 2011 ( table 7 ) ( Euromonitor Passport. 2012 )

* Procedure
In southern parts of Sweden in a metropolis named Malmo . Espresso House has their bakeshop to forwardly incorporate the company. The bakeshop bakes for all the stores. so shock-freezes the merchandises so they will keep the same quality when unfrozen in the stores. ( Bageri. Espresso House 2012 ) Espresso House co-operate with a award-winning company named SOLBERG & A ; HANSEN. which is a large company in Norway supplying qualified java ( Vaart Kaffe. Espresso House 2012 ) . The assortment of merchandises get delivered to the different stores. stored in the back country and so distributed by the baristas. ( Hojing. 2012 )

* Peoples
The company has 900 employees all included from proprietors to baristas ; beyond them are the different providers such as SOLBERG & A ; HANSEN and Servera ( Vaart Kaffe. Espresso House. 2012 ) . Servera is a Swedish reselling company. These providers are the anchor of the concatenation. because all providers supply for all the different stores. Suppliers together with the different staff in the java stores. makes it possible for the concatenation to map. ( Hojing. 2012 )

Features of the company
Products/services
Espresso House concern is focused on functioning java and lighter dishes for in-House feeding or take off. such as hot drinks. cold drinks. pastries and sandwiches and salads. But still it is a concern that provides both a service and merchandises. The different merchandises that are sold in the stores are cold juices. smoothies and a assortment of soft drinks. Equally good as drinks. there are lighter dishes such as sandwiches and salads served hot or cold. Espresso House does non merely have intangible merchandises and services. they besides sell their java merchandises to utilize at place ; such as their cups. the java beans and the sirups they use to the different java types. ( Var meny. Espresso House. 2012 ) Variability in the concern

Peoples sing Espresso House does non now for certain what to have ; but as written earlier the staff receive classs in how to do the perfect java. Espresso House does this so invitees could have similar service and merchandises between the different stores. The aiming after consistence is something Espresso House work really hard for. since there is 120 different java stores and when sing one. the java should savor precisely the same ; this is why they have standard formulas of all the drinks and dishes so the staff has a guideline to travel after. ( Hojing. 2012 )

Working together
The construct Espresso House relies on is that the invitee and the employee has to be present for the service to be received and the merchandise to be delivered ; this is why the employees are trained to ever function the invitees before anything else. When a invitee enters a java store she or he should ever be welcomed and served. if a invitee leaves it is lost gross and bad WOM. Espresso House develop both employees and invitees. so after the invitees has ordered. they sit down an delay for the Barista to shout out that their drink is done and ready to pick up. Other developing for their invitees is if desiring extra addendums as sugar. straws they pick it up at the auxiliary station themselves every bit good as cleaning the tabular array from dish. ( Hojing. 2012 )

Owing a service. leasing a cup
The percentile of concern that Espresso House offer is service that turns in to a merchandise. In this procedure the guest first wage and so wait for the merchandise to be distributed and so consumed. It is in this measure that a invitee could be dissatisfied because the invitee is purchasing the merchandise unobserved and they will non have the merchandise ; they will lease the cup and the home base until they decide to go forth.

The different seasons
Sweden has four different seasons. which regard Espresso House shops a batch sing to the gross. Summer season in Sweden is a really busy clip for most coffeehouse and eating houses. because a batch of tourers spend their holiday in Sweden. This circumstance heighten the concern for many java stores. because they are located near invitees. such as in the chief shopping streets in and shut to cardinal Stationss ; which makes them easy to entree. The biggest season for Espresso House is the winter season because a batch of people are out shopping for Christmas gifts and are in general a batch more out in promenades shopping streets. The sum of what tourers and dwellers of Sweden spend on nutrient for both summer and winter season is 98. 8 million kronor during 2011. ( Svenska Dagbladet. 2012 )

Position in Existing and Future markets
Espresso Houses market incorporate a batch of rivals ; three chief rivals as Wayne’s. Elite Hotel. Coffeehouse by George. By holding a similar merchandise and monetary value. all four of them compete in the same merchandise class. The competition in the same merchandise class contains a few more histrions such a service mercantile establishments ; Pressbyran. 7-eleven and Mc Donald’s. companies with a larger assortment of merchandises such as newspapers and other merchandises. The general competition that Espresso House faces is all shops or coffeehouse that provide java such as food market shops selling packaged java. For the same value of money the invitees may inquire themselves if this experience at Espresso House is worth the money. With the bing competition Espresso House still have the largest portion of the market compared to given rivals. demoing that a batch of people choose Espresso House before others ; a bigger portion of bosom. There is though one obstruction when talking about what guests chooses. such as portion of head because java is an addicting merchandise and a batch of clients will purchase from the most accessible distributer. ( Euromonitor 1. 2012 )

Espresso House will ever hold dainties. such as rivals spread outing when Espresso house can non see to barriers to entry. fundss or no suited locations. It could every bit good be when purchasing a peace of existent estate the concern does non interrupt even and they can non go forth it. which would be a barrier to issue every bit good as a barrier to entry. Year 2011 the VAT was reduced from 25 % till 12 % ( Euromonitor 1. p. 13. 2012 ) which changed the economic environment for Espresso House. an chance for them to take down the monetary values and engage more staff. ( Nyheter-Pressmeddelande. Espresso house. 2012 ) The environment is every bit good something that concerns Espresso House to demo that the addendum have smaller indicants that you should believe twice for the environment ( Attachment 2 ) . More so being cognizant of the use of the addendums. Espresso House introduced a merchandise called keep cup to diminish use of non-recyclable cups. By making this they look after the nature as good ; the disbursal of non-recyclable cups they reinvest by edifice schools in Finca Buena Vista. El Salvador and replant new trees for use to the former cups. ( Miljomug. Espresso House. 2012 )

Collection of Marketing Information
For internal aggregation of information. Espresso House have Coffey card which itself has over 80 000 sole users throughout the company. The guest buys a coffeycard. make full it up with 100SEK. money that will be stored on the card and every clip the invitee comes to any java store. they could buy their points and pay with the card. If the invitee wants to eat in the store. they receive 10 % price reduction and if they take away they get 20 % ; another map with this card is that it shops information about the invitee. for illustration. which is the most frequent merchandise the guest bargain. In this manner Espresso House is ever on top of their loyal invitees demands. Even though the coffeycard. Espresso House behavior research through guest remark cards and guest satisfaction studies. these studies frequently come with a complimentary drink as a wages. Theses studies are send out by e-mail largely to younger people and female parents who have the clip to make full them. direct them back and acquire a reception which will give them a complimentary drink. ( Hojing. 2012 )

Position within Chained Cafes
Espresso House section itself by holding vernal and modern stores. modern coffeehouse with Wi-Fi and up to day of the month bill of fares. The patronage is assorted with adolescents who comes to “hang-out” or survey. female parents holding a java with friends or business communities who stops by for take away merchandises. ( Espresso House ) In that manner they work with an uniform market every bit good as psychographic. In the invitees mind Espresso House has both locational and personal distinction comparing to other ironss that provides java. For illustration at Wayne’s java House it is up to the franchise taker if he or she want to educate its staff. where as at Espresso House you have to travel trough a service and barista instruction before you are allowed to work in a java store. Espresso Houses locational distinction differ from other ironss. since they are located every bit near as possible to their invitees. that why there could be six java stores in the same metropolis. ( Espresso House )

Procedure of Service Quality
Espresso House work with over desk service as their distribution channel. with their front-employees giving first minute of truth and handles the petition from invitees. With this in head the company could concentrate at the quality provided and to procure this. they have really extremely trained staff and promotes them with fillips if their store exceed monthly gross revenues or if their store preform best in a specific run. ( Attachment 4 ) . ( Hojing. 2012 ) . The company manages their service control in two ways ; the first is that the employees should be cognizant of the five stairss in retaining the invitee. The first measure is to be responsible for the work to be done in a speedy and helpful every bit good as holding cognition about the merchandises and being polite towards the invitees ; every invitee should have their single attending.

The visual aspect every bit good as the tangibles of the employees has to be faultless ; the uniform and the position of the java store. clean and organized. With these different constituents the dependableness and truth of the company is at the top. to supply the best java experience to the best invitee. ( Dagens Nyheter. 2009 ) Espresso House wants to retain these makings so they have followups. such as enigma shoppers and a plan called “the manner of the barista” . The manner of the barista follows different stairss make certain that the merchandises follow the guidelines every bit good as the shop. to supply expected service. ( Hojing. 2012 )

How to Satisfy Guests
The slogan for the company as written earlier is focused on fulfilling the invitees to guarantee that the demands and wants are met for the invitee. There forward the bill of fares have a broad assortment of the merchandises. Year 2011 Espresso House started a new construct with a greener life style. Green Drizzle. which is a company within the company. Espresso House focal point on the java and Green drizzle focal point on the igniter dishes because there was a petition from bing invitee for a healthier pick. ( Nyheter. Espresso House ( n. vitamin D ) ) The coffeycard as mentioned earlier gives the invitee grounds that Espresso House values them as invitees ; so does the Ag card that really of import invitee receives. which gives the guest 20 % ever. either if it is take away or in-House. ( Hojing. 2012 )

Critics and Decision
Espresso House struggles to supply an faultless service. they do non ever win ; the human factor varies and that is an component that can non be removed. Because of the human factor the variableness of the service could non ever outweigh the monetary value the invitee has to pay. The invitees who come back as a loyal invitee expects similar service as in the last visit. but if the experience non run into or transcend the outlooks and image of the store. the invitee will go forth unsated. The company invariably work with these jobs and this is a go oning procedure ; by and large with the statistics and gross coming in Espresso House is company that will go on turning and sustain as the taking concatenation within cafes.

Mentions

Web sites
* Dagens Nyheter ( 2008 ) Espresso-House-frukosttest. Available from: hypertext transfer protocol: //www. dn. se/pa-stan/ata-ute/Espresso-House-frukosttest Accessed 9th November 2012 * Datamonitor ( 2012 ) CAFES/BARS IN SWEDEN: Euromonitor International. London: Passport. Available from: hypertext transfer protocol: //www. portal. euromonitor. com/Portal/Handlers/accessPDF. ashx? c=08 % 5CPDF % 5C & A ; f=WS-214259-22074608. pdf & A ; code=pj0R561ohTz3O2X3GbljQIUAgDg % 3d Accessed 3rd November 2012 * Espresso House ( 2012 ) Vaart Bageri. Available from:

hypertext transfer protocol: //www. EspressoHouse. se/paa-menyn/vaart-bageri/ Accessed 1st
November 2012
Espresso House ( 2012 ) Vaart Kaffe. Available from: hypertext transfer protocol: //www. EspressoHouse. se/vaart-kaffe/vaart-bryggkaffe/ Accessed 1st November 2012 * Espresso House ( 2012 ) Miljomugg. Available from: hypertext transfer protocol: //www. EspressoHouse. se/vaart-kaffe/keepcup-miljoemugg/ Accessed 1st November 2012 * Espresso House ( 2012 ) Nyheter-Pressmeddelande. Available from: hypertext transfer protocol: //www. EspressoHouse. se/nyheter-media/nyheter-pressmeddelanden/2012/ Accessed 2nd November 2012 * Sydsvenskan ( 2012 ) Sverige-tjanar-mer-pa-turismen-an-sydafrika. Available from: hypertext transfer protocol: //www. svd. se/resor/sverige-tjanar-mer-pa-turismen-an-sydafrika_7351154. svd Accessed 9th November 2012

Personal Communicationss
* Hojing. A. ( 2012 ) Marketing Report on Espresso House. Interview. By: Hojing. A. . 10th November 2012.

Articles
* Bruzelius. Y. and Johansson. H. ( 2012 ) Entry in to the coffe store market: Starbucks establishes in Gothenburg. BSc thesis. University of Gothenburg. Available from: hypertext transfer protocol: //gupea. ub. Guam. se/bitstream/2077/28685/1/gupea_2077_28685_1. pdf Accessed 1st November 2012 * Riviere. J. and Valenti. C. ( 2008 ) Marketing thesis: The construct of centripetal selling. BSc thesis. Hogskolan
I Halmstad. Available from: hypertext transfer protocol: //www. mintinnovation. com/links/docs/Sensory_marketing/The_concept_of_sensory_marketing. pdf Accessed 1st November 2012