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In the modern scenario, efficient management of operations and activities is vital for long term success of a business enterprise. Furthermore, companies are required to formulate and implement the strategic plan which can support in identify and utilization of future business opportunities (Elder, Lister & Dauvergne 2014). It can be asserted that strategic plans also assist organizations in getting a competitive advantage over other market players operating in the industry.

The present report is based on a small coffee shop which is currently operating at small scale. Further, the store is working with one manager and two staff who provide customer services. This study reflects the vision and mission statement of the coffee shop. Apart from this, a business model is also mentioned, and the model highlights the current and future state of the selected business enterprise.

Vision statement

It can be stated that development of vision statement is essential as it acts as a roadmap for companies and provides directions for long term success. The vision statement indicates what a business ultimately wants to achieve (Chiang 2013). The statement plays a vital role in inspiring and motivating workers to give their best towards the success of the company. Furthermore, strategic plans of organization cannot be devised without formulating vision statement (Schaltegger & Burritt 2014). However, it can be critically argued that communicating vision statement to every employee is the most challenging task for a company (Friberg 2015). According to the provided business case, certain changes are required to be carried out in the overall operations of the coffee shop to obtain better business opportunities and attract more customers in future. The vision statement of the coffee shop is mentioned below as:

            “To become the leader in coffee and tea industry by promoting a culture of innovation, quality and excellent customer service.” 

The mentioned above statement indicates that the small coffee shop is now looking forward to expanding its business operations and become the leader in the food and beverage industry. In future, the coffee shop is going to give intense competition to the big coffee brand such as Starbucks and Barista. For this purpose, the selected business enterprise is going to invest resources in the technology and employees development. 

Mission statement

            In simpler terms, the mission statement can be defined as a formal statement which includes the summary of company’s values and aim (Wheelen & Hunger 2017). It can be stated that mission statement is entirely different from vision and people often gets confused between these two (Forgang 2015). The reason for the existence of a business enterprise is reflected by the mission statement. In adding to this, mission statement provides support to the vision statement and help in an accomplishment of the same. Further, changes can be carried out in the mission statement of a company by changing priorities and business environment (Hill & Jones 2013). The mission statement of the chosen coffee shop is reflected below as:

    “To deliver the best quality of espresso and brewed coffee to all the customers and develop brand loyalty among them.”    

To achieve this statement, it will be required by the coffee shop to invest resources and efforts in right direction. The business will need to conduct market research to identify the gap in the industry and then will be required to develop products and services according to the same. In addition to this, the coffee shop will also be expected to emphasize on training and skill development of all employees so that they can deliver fast, accurate and satisfactory products/services to all customers.

In the next 4 or 5 years, the business will be operating with its official store scattered in different locations of the world. The coffee shop will emerge as one of the best global coffee chain across the globe. To achieve these objectives, aggressive marketing practices will be carried out so that a strong brand image of the coffee shop can be developed. The primary focus will be laid on two major factors which are innovations and satisfying changing customer demand in the market.  

Business canvas model

Business canvas model can be termed as a chart which highlights critical areas such as value proposition of products/services, customers, overall infrastructure (Gopinath & Siciliano 2013). Further, the existing and future business canvas model of coffee shop is reflected below as:

The mentioned above chart reflects the existing business model of the coffee shop. It has been analyzed that the key business partners of the firm are the coffee growers and suppliers present in the area. Further, the coffee shop has developed effective and long term relations with all its coffee bean and food suppliers. This relationship has supported the business in carrying out the smooth flow of activities and deliver products to customers on time (Hill, Jones & Schilling 2014). At present, the key business activities include offering fast food and brewed coffee to customers. The coffee shop is creating its value through the improve quality of products and services. Further, it has presently targeted working professionals and youngsters. The selected business enterprise also emphasized on negotiating of coffee beans and tax avoidance through the use of various strategies.


Value chain analysis

Value chain analysis can be termed as a model which focuses on identification of a business’s primary and secondary activities (Peppard & Ward 2016). Further, it also supports a lot in carrying out effective analysis of these activities with an objective to reduce the overall cost of operations. In simpler terms, the use of value chain analysis is performed to determine how internal activities convert the input into final products and services. On the other side of this, the model also assists companies to carry out product differentiation which is essential to gain competitive advantage (Nagle, Hogan & Zale 2016).

Value chain analysis


Primary activities

Inbound logistic

It can be termed one of the most important activities for the selected business enterprise (Wheelen & Hunger 2017). Here, the coffee shop collects high quality of coffee beans from growers and suppliers. Apart from this, different items of food are also purchased from the suppliers located in nearby locations. The business has developed a small storage section where all the material is stored efficiently to maintain the product quality (Wu & Wang 2014)


The coffee beans, milk or water, and other ingredients are being processed in the machine to extract fresh and brewed coffee. Upgraded technology and devices will be used to improve the taste and increase the total output. The business is also making use of different machines to make fast food products.

Outbound logistics

The goods and services offered by coffee shop are being served within the shop only. At present, the business is not providing any form of taking away services. In future, the store will be looking forward to expanding its operations in international markets (Nagle, Hogan & Zale 2016).

Marketing and sales

The marketing strategies adopted by the business cannot be termed as efficient enough as it is facing challenges regarding attracting customers and increasing sales. The coffee shop emphasizes only on making use of print media as a form of marketing communication. In future, it can opt for social media and only marketing practices to create more awareness among people in the market and enhance the profit margin.


The services of the coffee shop can be termed as very convenient and useful. Furthermore, the staff members are highly skilled and have the capability to understand the changing need and demand of customers (Rothaermel 2015). Fast and accurate services have helped in developing a strong sense of satisfaction among customers and have also encouraged loyalty among them.   

Support activities

Firm infrastructure-

The ambiance and interior of the coffee shop are excellent and innovative. The shop has wooden flooring and walls are also very creative. The infrastructure of the firm has supported in creating the distinctive image in the minds of customers (Peteraf, Gamble & Thompson Jr 2014).  

Human resources management

The coffee shop has employed one manager and two other people. Further, these people are competent enough to carry out multitasking and therefore, are contributing a lot to achieve a smooth flow of all business activities and operations.


the Local supplier and grower are the key areas from where the company is procuring the raw material required. 


In future, the coffee shop will be making use of advantaged technology and integrating the same in various functions of the business (Slack 2015).

Implementation of strategic plan 

The strategic plan is developed with an objective to increase the volume of sales and profitability. The implementation of the strategic plan is mentioned below as:

Implementation of strategic plan





• The mission and objective –

The mission of the coffee shop is to attain the higher degree of customer satisfaction. Further, the objective is to open 25 more outlets internationally within two years of time.

• Scanning environment –

It can be stated that factor such as political, legal, social and environment will support the coffee shop in growth and development.

• Strategy formation-

The coffee shop will be integrated technology within all business functions. Apart from this, 30 new staff members will be hired within three new stores in the country. Social media and online channels will be integrated into the existing marketing strategy.

• Strategy implementation -

The plan will be implemented through the corporation of staff and using changing management tools.

• Evaluation and control-

Effective monitoring of the plan will be carried out, and corrective measures will be taken in case if the desired results are not achieved.


The present study has supported me in developing insight into the organizational analysis. Through this study, I can understand that how mission and vision statement play an important role in the success of an organization. The application of models such as value chain analysis and business canvas model has provided me with the practical learning experience. I am now aware of the key issues which can be faced by business at the time of carrying out their operations. I can now develop an effective strategic plan which can be used by organizations to deal with their issues and challenges. This learning will help me to get more opportunities for professional growth and development. Earlier I was not having any form of practical knowledge linked with areas such as business management, and it was a big hurdle for me regarding professional development. This study will assist me in both academic, professional way and I am now looking forward to such research in future also. I can become a good corporate manager in future by carrying out these types of business studies.




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