BUS 499 Grantham University Business Policy and Strategy Essay

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Instructions for Capstone Project Part 3

Now that you have conducted a cultural review along with developing some marketing strategies for entry into the country, it is time to begin the third part of the project, which continues from Project Part 2. Using the same company of choice that is proposing an expansion opportunity oversea, conduct a strategic audit on the following areas:

  • Internal environment
  • External environment
  • Strengths
  • Problem analysis
  • Recommendations and implementation costs

Submission Requirements:

Submit a two- to three-page Word document using 12-pt. font and APA format

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Running head: CAPSTONE PROJECT 1 Capstone Project Olivia Watkins Grantham University CAPSTONE PROJECT 2 Dutch Bros Coffee Dutch Bros Coffee, a food and beverages company, is the largest coffee private company in America with its operations spreading through seven states. The company which was started in 1992 by Dane has had tremendous growth all through the years of its existence while remaining true to its mission of spreading and sharing love with the less. As part of extending its operations to Finland, it would be advisable for the company to consider taking its operation to other countries also to increase its sales and create more market for its products, the company might preferably consider opening other branches in countries like Finland which is also a good consumer of coffee drinks and a business hub due to its trade policies that allow and promote foreign investment. Starting its operations in Finland would however mean new challenges which would call for new market strategies for the company to keep up with the competition. Both the Finnish and American markets differ in various aspects, considering that different state values and policies govern both Finland and the U.S. Cultural Differences Culture refers to people’s way of living as regards to the social values they uphold, their beliefs about certain things, their values and behaviours. Culture plays a crucial role in defining relationships and in determining a way o people. Various people have different cultural values which are mostly determined by their places of living and the doctrines of the societies within which they operate. Both America and Finland have completely different cultural values to which both countries are bound to and which the people hold so dear. The cultural differences determine the types of foods, drinks and consumption frequencies of other products. Beginning with the fact that the Finnish people generally have an excellent preference for national or rather CAPSTONE PROJECT 3 domestic goods and somehow regard imported goods as substandard provides a big challenge for Dutch Bros Coffee in trying to penetrate into the Finland market given that its operations are based in the U.S. As a result, the company might be forced to open another branch in the country fo it to be able to enjoy the market traits and to be able to compete favourably with the other companies doing the same business. Another Cultural Factor that directly impacts on the are significant cultural differences between the U.S. and Fineland is the communication style. The American people use a direct style of communication which more often than not seems confrontational and provoking. In this manner, it is somehow hard for someone and to be precise a company that has for most of its years been established in such a communication culture and whose most employees are brought up in this communication culture to get along quickly with those from other nations (Valtonen, 2007). Finland, for instance, the business communication culture is based on personal bonds where customer’s trust and relationship is built on a personal relationship which builds their confidence in the seller’s products and thus induce demand. Dutch Bros Coffee will face communication challenges due to the difference in communication culture and may take it sometime to gain acceptance and get to the hearts of the buyers. Finland has a high context culture where communication entails leaving specific issues unsaid and relying on relationships, whereas the U.S. has a high context culture that relies on professional conduct. Also, note that Finland has a collectivist culture, whereas the U.S. is greatly individualistic. Both individualistic and Collectivist culture play one key role which is determining the interdependence of a people ("Geert Hofstede site CV work life theory 6 dimensions of culture Gert Jan," 2018). With the U.S. culture being individualistic, it, therefore, means that the people put their self-interests first before considering how their CAPSTONE PROJECT 4 operations affect others. Such a culture may seem positive in business as most producers skim and device ways of making quick money and profits, but in the long run, the company may perform poorly because it does not concentrate on building longlasting mutual friendship but rather a selfish one. The business cultural context in both Finland and the U.S. is different, and it profoundly impacts on ethical decision making Finland more prosperous in business. Cultural Exchange Due to the business cultural diversity between the two nations, a transformative cultural exchange would be a good move for both Finland and America and the benefit of trade and friendship. The cultural exchange would mean an improvement of the personal attributes and trade policies which will call for policies that are all-inclusive and mutual. For Dutch Bros Coffee to flourish in Finland as is doing in America, the two countries must agree and come up with policies that promote business between them. For example, Americans should consider building good and trustworthy relationships with their trade partners which will enhance their relationships and create trust between them, thus promoting and enhancing trade. America should abolish the individualistic policies and embrace socialist policies . with socialist policies, the ingrained individualistic traits that bring about mistrust and which scare away business partners will be done away with. Embracing socialist policies will see other countries, Like Finland for this case extending more of its operations into the country and America also taking some of its operations into Finland. Dutch Bros Coffee and other companies intending to do business in Finland also will be able to push some of their operations into the Finland markets and compete with other organizations. There are also other factors, such as the language of communication, which determines the success of the trade. Government policies and systems that determine and regulate trade and CAPSTONE PROJECT 5 other trade policies should be looked at and revised if need be to enhance trade and promote international trade. Having different communication languages, for instance, will hinder trade which will also affect the economy of the countries. A common language provides a good foundation for business communication. Both societies also should encourage values such as assertiveness, quality production and show the need for good relationships built on trust as critical issues in the success of trade and business. Distributions Method After production, the company needs to device active and appropriate ways of availing its products into the consumers. The company may be required to device the best and fast alternatives available that will work best and save the consumers the hustle of looking for their products. With such strategies, the company will be able to compete and even outshine its competitors. Given that the company considers extending its operations into Finland, a completely different business environment, the management must be wiser in countering competition. Since it is a digital era and most of the Finnish population consumers are learned and are intellectuals, Dutch Bross Coffee may consider opening an online platform where consumers can make orders and have deliveries made at their convenience. With the online market, the company will increase sales as opposed to relying on only shopping stores. The company can also consider the aspect of price competition and as opposed to aiming at making super profits, distribute its profits by slightly setting the prices of its coffee low, which will translate to more sales (Rajagopal, 2016). Although the strategy might not always work positively as low pricing might be translated as of low quality, and because of that, then the strategy must be well thought about. CAPSTONE PROJECT 6 Dutch Bros Coffee can also consider opening more shopping points which are easily accessible to the customers. The shopping points should, for instance, be strategic and operational without inconveniences caused by unwarranted close of operations. With specified operational time, the company can set a balance between its operational hours which will then mean that the customers can adjust their schedules and make purchases anytime and anywhere at the shopping points (Rajagopal, 2016). The positioning also entails distinguishing a brand from its competitors, thus creating a distinction in the mind of the public who are consumers. CAPSTONE PROJECT 7 References Geert Hofstede site CV work life theory 6 dimensions of culture Gert Jan. (2018, February 10). Retrieved from https://geert-hofstede.com/ Rajagopal. (2016). International Pricing and Distribution Strategies. Sustainable Growth in Global Markets, 250-279. doi:10.1057/9781137525956_9 Valtonen, Heli. (2007). Does Culture Matter? Entrepreneurial Attitudes in the Autobiographies of Twentieth-Century Business Leaders in Finland and the United States. 5. Wirtz, J., & Lovelock, C. (2018). Developing Service Products and Brands. W.S. Professional. Retrieved from https://www.researchgate.net/profile/Jochen_Wirtz/publication/318707807_Winning_in_Service _Markets_Series_Vol_3_Developing_Service_Products_and_Brands/links/5a16b1a04585155c26 a61b37/Winning-in-Service-Markets-Series-Vol-3-Developing-Service-Products-and-Brands.pdf
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Explanation & Answer

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1

CAPSTONE PROJECT

Capstone Project
Olivia Watkins
Grantham University

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CAPSTONE PROJECT
Introduction
A strategic audit involves evaluating factors that are required in establishing a new
business in a new market. To establish a new branch for Dutch Bros Coffee in Finland, strategic
factors that will need to be audited will include the internal and external environment, strengths,
problem analysis, implementation cost as well as coming up with a recommendation. This audit
will come up with strategies that are best suited for setting up a new market in Finland for Dutch
Bros Coffee products and services. This will help the company to be in a more competitive
position with other competitors offering the same services and products.
Internal Environment
Just like any other business, Dutch Bros Coffee will be affected by internal factors
whereby, more often, many companies have control over them. They include human resource
and company culture, price and competition, financing, and location. With employees that are
equipped with adequate skills and a culture that collaborates towards achieving the same goal,
Dutch Bros Coffee holds high chances of success in the implementation of the new market in
Finland. Dynamically, competition, as well as price, hold the same level of influence among each
other in that, how a new business venture into a new market determines how it reacts to the
competition. For instance, Dutch Bros Coffee makes fast profits because of excellent products
and service that performs best as compared to its competitors in a niche segment. Therefore, the
busine...


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