Name

: Lee Jing Xin

Matriculation No.

: U1220004K

Perspective of Sales Department

Papahan Coffeehouse is a coffeehouse company that provides typically local coffee beverages as well as
traditional breakfast set with toast. Being a leading coffeehouse in the area, Papahan Coffeehouse serves
approximately 300 customers daily and is considered in the stage of maturity. Nevertheless, the customers
of Papahan Coffeehouse are mostly middle-aged and younger generation is not the main clientele. Hence,
Papahan Coffeehouse is growing concern for the younger coffee lovers to stimulate the sales and profits of
the company. Besides, the threat of the rapidly growth of gourmet coffee cafes in the area is being
concerned by the company and hence there exists a need for Papahan to create various types of products to
facilitate the growth of business.
Evaluation of Growth Strategies for Expansion
Marketing Development
By expanding the potential markets through
young coffee lovers, the products, services
and image differentiation are maintained.
Products
In order to maintain the coffee beverages
and food offerings, the quality and taste of
the products provided in each of the outlets
must be exactly similar to those of the
headquarter. Thus, the newly employed staff
is required to train strictly before their
commitment to the company. Moreover,
employee training program has to be
implemented once a month to guarantee that
the preparation procedure of products is not
deviated from the standard guideline.
Price
The sales of the products would increase if
the selling amount of the products is
increased while the prices of the products
are maintained.
Promotion

Place

People

Process

The peak period of the coffeehouse will only

be during the school term if the outlet is
open inside the school area. Thus, the outlet
should set up around the school area instead
and people from outside the school are more
accessible to the outlet.
Younger staffs are willing to dedicate
themselves to the job and thus younger
generation has the priority over the
recruitment of employee for the company.
To ensure that the services are met the
standards and the waiting time for the
customers is shortened, the staff
remuneration system must be implemented

Product Development
By expanding the potential markets through
young coffee lovers, the products, services
and image differentiation are modified.

In order to provide new products such as

gourmet coffee, the newly employed as
well as existing staffs are required to train
strictly to ensure that they are proficient in
the preparation guideline.

The price of products

Cost of the company will definitely increase

due to the adoption of promotion.
Nonetheless, the

Younger staffs are willing to dedicate

themselves to the job and thus younger
generation has the priority over the
recruitment of employee for the company.
To ensure that the services are met the
standards and the waiting time for the
customers is shortened, the staff
remuneration system must be implemented

Physical
Evidence

by nominating the best employee every

month and giving bonus for the employee.
Therefore, employees are more willing to
dedicate themselves in the job by providing
better services to customers.
By placing the historical contracts and
certificates, customers are more

by nominating the best employee every

month and giving bonus for the employee.
Therefore, employees are more willing to
dedicate themselves in the job by providing
better services to customers.

Suggestion in Relation to other Department

In order to guarantee the best services provided to both new and existing customers, employees play one of
the paramount roles in the company. Thus, human resources manager would have to recruit more staff for
the newly open outlet and execute employee training program to ensure that the standard preparation
guideline are achieved. On the other hand, the market segmentation is required to reevaluate by the
financial manager to stimulate the growth of the company.