A report for Real Coffee LTD Essay Example | Topics and Well Written Essays - 2000 words

A report for Real Coffee LTD - Essay Example This paper aims to present the challenges that Real Coffee Ltd, a family business in Oxfordshire, has to face in order to secure its growth in the long term. Keeping its products at high quality and emphasizing on the quality of customer services have been considered as strategic priorities in Real Coffee Ltd. However, through the years the increase of competition has led to the need for the introduction of certain changes especially in regard to specific parts of the business, such as HR and marketing. These changes could be successfully implemented only if they were appropriately designed and supported by all members of the business. The trends that characterize the coffee shop industry in UK should be taken into consideration when developing such plan. The potential need of a transition period for alternating the existing strategy of the business should not be an obstacle for promoting change in Real Coffee Ltd. since the expected benefits would be significantly higher than the co sts and the risk involved. Part 1 – External Analysis 1.1 Analysis of the macro environment Social The high percentage of population in UK is between 25 and 54 years old (Index Mundi 2013); the specific part of the population represents the 41.2% of the country’s population. ... On the other hand, the rate of ageing of population in Britain is quite high. According to a recent report, during the last two decades the number of people under 65 in Britain has been significantly increased reaching today the 5 million (Independent 2013); existing trends showing the rapid ageing of Britain’s population, a phenomenon that is expected to be continued, at least in the near future (Independent 2013). Economic The economy of UK seems to keep its strength, despite pressures in markets worldwide. Indeed, from July to September of this year an increase of the country’s economic performance by 0.8% was reported, a fact that allows businesses across UK to make plans for growth (BBC News 2013). The above growth was combined with an increase of GDP in UK; this increase was estimated to 0.7%, for the period between April and June 2013 (BBC News 2013). Even if this growth was limited it, still, shows the potential of UK economy to secure its performance even durin g periods of global financial crisis. Indeed, during the third quarter of 2013 a further increase of UK’s GDP was achieved; the increase was estimated at 0.80% and indicates the stable growth of UK economy, a growth that is highly based on the development of the services sector which represents the 75% of the country’s economy (Trading Economics 2013). 1.2 Industry Analysis In order to understand the potentials of Real Coffee Ltd to achieve a stable growth it would be necessary to refer to the performance of coffee shops industry, as this performance is affected by the industry’s competitive forces. The coffee shops industry can be characterized as a key part of UK market; in fact, in 2012 the industry’s performance