Introduction and Description of the Internship in Context of the Organization - Essay Example

? Internship Report Paper Table of Contents Introduction and of the Internship in Context of the Organization 3 Analysis 6 Evaluation of the Internship 14 Conclusion 16 References 17 Bibliography 20 Introduction and Description of the Internship in Context of the Organization My internship has been completed under one of the renowned business organizations namely Mos Kaffee GmbH which is associated with the coffee industry. The business organization is a newly established German limited liability corporation and is considered to be amongst the most eminent coffee shop chains in Berlin. Mos Kaffee GmbH offers superior quality of coffee to its valued customers and usually targets the well-off society. The organization operates its business functions in Berlin which is supposed to be closely linked with the coffee industry. According to a report published by Euromonitor (2011), Germany has been referred as a coffee drinking nation which has been verified by considering the fact that in the year 2010, the per capita use of coffee in Germany had raised by 150 liters in terms of the total volume. As stated by the German Coffee Association, coffee is regarded as a health drink in Germany. They have also claimed that coffee particularly encourages various psychological related activities and positively supports sporting activities that include fitness and also prevents the occurrences of various diseases such as diabetes. These sort of publicities about the consumption of coffee ultimately posed considerable influence upon the activities of the consumers which were perceived to affect the growth as well as sales of coffee in lieu of both value and volume by a large degree (Euromonitor, 2011). It was in the era of 1670s that the coffee houses and stores were established in Germany. Progressively, the establishment of coffee houses rose considerably and by the year 1777, coffee became a crucial part of the culture of Germany and every city of the country possessed at least one coffee house (Diaz & Pedersen, 2009). It has been observed in this context that the German business market focused upon important aspects which included the awareness for sustainability in the coffee industry along with considering various environmental issues. In relation to the coffee industry, the business market of Germany has been viewed as the main consumer of the organic products. Moreover, the German business market is regarded as the largest importer of coffee in the world. The chief market players in the coffee sector of Germany entail Kraft and Dallmayr Kaffee among others. The first coffee store was established in Berlin in the year 1721 in order to serve superior quality of coffee to the general public as consumers which helped in gradually attaining immense popularity especially in the coffee segment (Tucker, 2011). Mos Kaffee GmbH bought two franchisees of Einstein coffee shop that is regarded as one of the renowned coffee shop chains in Berlin. In order to acquire the franchise permission from Einstein, a cost of €15.000 was incurred and the business organization is required to pay them 4% of their sales volume every month. The business culture of Mos Kaffee GmbH has successfully penetrated in almost every individual part of the German society as the most thriving coffee chain in the nation. The business organization offers high quality coffee to its wide number of customers and intentionally targets the wealthy society in order to attain considerable market share along with gaining competitive position. Gradually, as the business of the organization started to grow, Mos Kaffee GmbH made plans to open two coffee shops especially in Berlin-Mitte and the other one in the Audi-Center located in Germany. The several coffee houses that are available in Berlin apart from Mos Kaffee GmbH include the Cafe Kranzler, Cafe Savigny, Cafe Aedes, Cafe Richler, Cafe Mohring and Wintergarten. The Wintergarten is regarded as the prettiest amongst all the coffee shops that presently exist especially in Berlin. In order to attain a superior competitive position, Mos Kaffee GmbH pays increased attention towards the quality aspect of its products that are intended to be served to its broad number of customers. Moreover, the business organization also aims to aim for the rich people and society as its target customers, which would facilitate in earning a considerable amount of revenue, business reputation and ultimately competitive position over the other existing business market participants or competitors. The business culture as well as the structure of Mos Kaffee GmbH possesses important facets such as brand, stores and people. From the perspective of coffee, the business organization intends to deliver superior quality of coffee to its customers. In terms of stores, it always looks forward to open various coffee stores or houses in order to expand its business operations. From the viewpoint of the people, Mos Kaffee GmbH has focused upon the wealthy people as its consumers in order to maintain the productivity as well as the profitability of the organization by a significant level (Transition Abroad Publishing Inc., n.d.). The typical task of the intern within the business organization had been to advice the management with valuable and effective marketing plans in order to establish its two coffee shops or stores in the region. The main responsibilities are delivering utmost knowledge to the business organization in making its new establishments for the purpose of expanding its business operations in Berlin. The internship was organized as well as supervised by stressing upon the valuable marketing principles or theories that were supposed to prove beneficial for Mos Kaffee GmbH in order to enlarge its business functions throughout the locality of Berlin. In this similar context, an analysis about the business market environment that prevails in the country has been assessed before coming to the decision of establishing the other coffee shops or stores in Berlin. The contribution was principally made by analyzing the business market of the new coffee shop that is situated in Berlin-Mitte. While analyzing, it has been viewed that there lies the presence of broad number of business people particularly in Berlin-Mitte and no such other coffee shops are present nearby the region. Besides, there lies a single bakery but it delivers bad quality of products. As a result, a broader prospect can be visualized by establishing and performing the business operations in Berlin-Mitte. This is due to the significant facts about the non-availability of any business market participants or competitors similar to the business segment and presence of broad number of business people. Thus, it can be stated that the analysis of the business market in Berlin-Mitte on the basis of a marketing plan has ultimately contributed towards attaining the goals in relation to the business operations of Mos Kaffee GmbH. Analysis In order to help Mos Kaffee GmbH for opening two coffee shops especially in Berlin-Mitte and the other one at the biggest Audi-Center in Germany, the introduction of effective marketing planning has been taken into concern. On the basis of the marketing plan, initially a business market analysis especially of Berlin-Mitte has been performed before deciding the places for establishing the coffee shops. While analyzing the business market environment of the region, it was observed that the coffee shop in Berlin-Mitte seems to be quite interesting because there are lots of business segment customers available and no other coffee shop is present in the region of Berlin-Mitte. Apart from analyzing the business market environment, it is also quite necessary to possess a deeper understanding about the industry analysis. The knowledge about the industry analysis is viewed as one of the decisive facets while depicting a marketing plan for an organization such as Mos Kaffee GmbH. As the business organization offers superior quality of coffee to its customers, it is essential for it to analyze the coffee industry adeptly. The detailed description of the coffee industry analysis can be accessed through focusing upon the framework of Porter’s five forces model. The model is based upon the aspect of organizational economics that significantly affects the profitability as well as the productivity of the business organizations. The model usually emphasizes upon five forces in a particular industry that include the impact of the buyers, degree of market rivalry, suppliers, new business market entrants and accessibility of the substitute products (Ahlstrom & Bruton, 2009). The model also portrays that if all the five forces are weak, then it is likely to be considered that the particular industry is quite attractive in terms of commencing business and might even facilitate the factor of profitability. The understanding of the different valuable forces present in the model ultimately assists the business organizations such as Mos Kaffee GmbH to attain competitive position along with sustaining the productivity as well as the profitability of the organization by a certain extent (Boone & Kurtz, 2011). In relation to the factor of threats concerning new business market entrants on the basis of Porter’s model, it can be stated that coffee has become quite popular and many prospective entrepreneurs as well as business organizations are getting engaged with the business of coffee. The various well-renowned business organizations such as Starbucks and Kraft Foods among others have made a huge impact upon the existence of the coffee industry. Thus, the threats of new business market participants are high in the industry and thus the business organizations must possess a dynamic marketing team along with plan in order to survive in the industry. The bargaining power of the suppliers is quite limited in the coffee industry because there are numerous suppliers who come from the developing nations and may not always possess sufficient funds and command a position of raising the prices of the products. Moreover, the supply and the demand of specialty, organic as well as eco-friendly coffee related products are quite higher and are known to sell for better prices. From the perspective of competitive rivalry in the coffee industry, it has been observed that the chief competition for the coffee industry has emanated from tea. This particular beverage is broadly spread and loved in several nations in the entire world. There are few countries like the Asian countries where the coffee makers attempt to convince the people in order to drink more coffee rather than tea. Along with the Asian countries, the United Kingdom is also recognized to be a tea drinking society which ultimately raised the business market competition as well as the competitive rivalry in the coffee industry (Diaz & Pedersen, 2009). In terms of the bargaining power of the customers associated with the coffee industry, it can be stated that the customers’ power is considered to be quite high and important for the industry. The entire industry depends upon the tastes, likings and the preferences of the customers. In this regard, the business organizations should introduce new ways of making coffee in order to grab the attention of the customers. From the viewpoint of the threat of substitutes, it can be stated that there lies numerous substitute products which are available in the industry. Coffee can be regarded as a luxury commodity that can be traded in place of other substitute products. It has been observed that the soft drinks are considered to be the most crucial substitutable products for the coffee industry followed by tea. Apart from tea and soft drinks, the other products such as ice-cream and chocolates or candies can be considered as substitute products for coffee (Larson, 2008). The overall analysis of the different features of Porter’s model might prove beneficial for the two coffee shops that Mos Kaffee GmbH desires to establish in Berlin-Mitte and Audi-Center in Germany. Along with emphasizing upon the different facets of Porter’s model, Mos Kaffee GmbH could also consider the political, economic, socio-cultural as well as technological trends. These factors might influence and support the business organization to establish its two coffee shops in the business markets of Berlin-Mitte and Audi-Center in Germany. In other words, Mos Kaffee GmbH should possess a deeper knowledge about the PEST analysis of the coffee industry. The concept of PEST analysis is viewed as an important tool while developing the marketing plan and is considered to be quite advantageous for business organizations such as Mos Kaffee GmbH. It helps to detect as well as to monitor the various trends that would enhance the competency of such organizations (Henry, 2008). In this context, from the perspective of economic factors, the economic conditions are regarded as indispensable for the coffee industry because numerous countries are associated with the industry along with dissimilar conditions and types of economy. Coffee is regarded as a crucial asset in various countries that ultimately brings in most of the funds for the individuals along with posing significant impact upon the economy. Most importantly, the farmers as well as the growers should be aware of the financial situation of the world including the other countries which are growing coffee. Furthermore, the farmers and the growers should also remain conscious especially regarding the fact of financial crisis where numerous individuals at times fail to afford to buy products like coffee. This could result in a crucial impact upon the economy of a particular country by a certain extent. With the rising problems in the world economy, it is quite necessary to remain aware of the situation in order to enhance the state of affairs not only for the coffee producing nations but also for the farmers and the growers as well (Diaz & Pedersen, 2009). In terms of the political factors, it has been viewed that all the factors related to the coffee industry are usually administered by the International Coffee Organization that assists and organizes the government of the coffee producing as well as consuming countries and also deals with several laws and regulations belonging to different countries. The major motives of International Coffee Organization are to provide better life for the farmers and the growers along with bringing prosperity in the coffee industry at large. In this regard, by considering the important fact of coffee being the second biggest product that is produced in over 60 countries in the world, the International Coffee Organization is found to deal with all the factors that are perceived to be a cause of worry for the coffee industry. The organization also introduced different projects that are designed with the intention to assist the coffee growers and supports the world economy with respect to coffee (Diaz & Pedersen, 2009). From the viewpoint of the technological factors, it has been viewed that the technology plays an imperative part in the existence of the coffee industry by a considerable level. With the passage of time, new technologies are introduced which ultimately made the coffee manufacturing process simpler and enhanced the product standard. For instance, previously, coffee pickings were performed through hands but in recent times, the procedure of coffee pickings has become quite simple and advanced due to the introduction of innovative technological equipments. The introduction of new technology can possess both beneficial as well as adverse affects in relation to the coffee industry. The beneficial factor of technological advancements simplifies the production procedure of coffee for the growers and additionally improves the quality of the product. The adverse effects might entail the aspect of losing jobs by the people with the introduction of advanced technologies. Collectively, it can be stated that the technological advancements are usually made in the coffee industry for improving the quality standard of the product and also for broadening the business of coffee production (Slideshare Inc., 2012). In terms of socio-cultural perspective, the aspect of culture plays an important part in the coffee industry because the product is being exported to several countries globally that are observed to possess diverse traditions as well as cultural differences. The preference for coffee might be higher in a particular nation whereas, the other countries might prefer some other product over coffee. Moreover, the consumers are increasingly becoming educated along with being health conscious for which the industry constantly monitors upon the environment in order to comply with the demands as well as the requirements of the customers. It can be stated that the socio-cultural factor can be a major concern for the coffee industry which might likely to impose certain considerable impacts upon the economy of a particular country (Brown, 2011). Thus, it is quite essential for Mos Kaffee GmbH to possess a clear understanding regarding the aspect of PEST analysis which might effectively assist the business organization to decide about the establishment of the two coffee shops especially in Berlin-Mitte and the Audi-Center in Germany along with performing their business operations successfully. On the basis of the marketing plan, the other idea for Mos Kaffee GmbH in order to conduct successful business operations with regard to its two new coffee shops in Berlin-Mitte and the Audi-Center in Germany could be the SWOT analysis of the coffee industry. The idea of SWOT analysis is principally regarded as a valuable tool that can help the business organizations such as Mos Kaffee GmbH in terms of decision-making and understanding the various dependency factors that take place between the environment and the business organizations. The proper review of the notion of SWOT analysis is learnt to facilitate a business organization to raise its productivity as well as profitability by a large level (Pahl & Richter, 2009). In relation to the aspect of SWOT analysis, the principal strength of the coffee industry is that coffee is regarded as one of the important products of the world. Moreover, the commodity is widely preferred and accepted by almost every nation throughout the world. Thus, it can be stated that the consumers of coffee are available throughout the globe. The other important strength of this industry is that it brings in huge money that ultimately raises the economy of a particular country. There are various countries which consider coffee as the chief exporting commodity that ultimately supports the business organizations of those countries to attain maximum revenue and market share along with maintaining the productivity as well as the profitability of the enterprise (Roby, 2009). Along with the strengths, the coffee industry also possesses major weaknesses. The major weakness of coffee industry is that the weather conditions greatly influence the coffee producing nations at large. The coffee industry is quite dependent upon weather and its production volume also relies upon this crucial factor. The unstable worldwide financial condition is also regarded as a crucial weakness for the coffee industry. Due to the unsteady economic condition, the prices of coffee are quite volatile and thus it significantly affects the industry. The other significant weakness of the coffee industry is the deficiency in terms of financing schemes for the farmers or growers. The financing aspect especially for the farmers or growers holds increased importance for the industry as they play an imperative part in growing coffee and in satisfying the individuals regarding the quality of their drink. It has been observed that most of the growers or farmers lie underneath the poverty line which makes it quite difficult for them to survive (Scribd Inc., 2012). The establishment of various Coffee Development Projects under the supervision of International Coffee Organization ultimately raised the upcoming opportunities of the coffee industry. These sorts of projects have been introduced for the betterment of the lives of the farmers as well as for making the coffee industry more successful in the long term. Additionally, the International Coffee Organization has also emphasized upon promoting the aspect of coffee consumption with the help of improving the quality of the product as well as ensuring the proper utilization of coffee around the globe. The other opportunity for the coffee industry has been assessed to be the participation in relation to the facet of fair trade which is quite popular in recent days. There are many business organizations that intend to participate particularly in fair trade practices for the purpose of offering huge revenues to the growers or farmers by selling their valuable products. The idea of fair trade is also viewed as a strategy that ultimately attempts towards making the lives of the farmers better as well as fairer which might prove beneficial for the organizations to attain considerable level of revenues and to maintain competitive position. The key threat for the coffee industry is measured to be the tough competition in relation to other crops apart from coffee. Due to vulnerable economic circumstances, it has been recognized that most of the farmers usually change their choice of growing crops for the purpose of attaining more revenues. As there are various substitute products available for coffee, the industry might face the threat of new participants in the business market from different other crops. The dependence of the coffee industry on the factor of financial stability is also regarded as one of the important threats for the industry. In this regard, due to the unstable global financial position, the price of coffee becomes more volatile, making it tough for the business organizations to attain success and ultimately creating obscurity especially for the growers or farmers to flourish economically. The other threat of the coffee industry is the deficiency in training as well as in knowledge. There are numerous coffee growers in several countries that do not possess proper knowledge along with training regarding the introduction and the implementation of innovative technologies applicable while growing coffee (Diaz & Pedersen, 2009). A proper SWOT analysis might help Mos Kaffee GmbH to start its two coffee shops and perform the business operations successfully in Berlin-Mitte and the Audi-Center in Germany. Evaluation of the Internship The main goals of the internship were assessed to provide significant ideas to Mos Kaffee GmbH in order to establish its two coffee shops in Berlin-Mitte and the Audi-Center in Germany along with helping them in developing marketing tactics for performing their business operations successfully. The goals can be significantly achieved by focusing upon the important aspects related to the marketing plan that include the general concepts regarding the overall industry analysis, the PEST factors and the SWOT analysis among others. The most likeable factor about the internship is that it provided a basis as well as assistance to Mos Kaffee GmbH to start its two coffee shops in different locations in Germany in terms of its marketing plan. The internship experience could have been enhanced by proper and effective arrangement of the program, making the conversion procedure smoother as well as clearer and by adding more excitement and meaning to the internship program. Being a firm’s employee, the internship program would have been organized by assessing the program more realistically and developing it well because most of the internship programs require feedback that is quite constructive and combined with coaching or development. Moreover, as a firm’s employee, the other way of organizing the internship program can be performed by separating the poor performers and maintaining contact with the better ones. The internship program could have been organized in a better form by evaluating the program in a realistic way so that it would be significant to stretch as well as to motivate the firm to perform any sort of functions in a sensible way. Conclusion This particular internship is conducted at the new German limited liability corporation i.e. Mos Kaffee GmbH in order to open its two coffee shops in Berlin-Mitte and the Audi-Center in Germany on the basis of a particular marketing plan. Initially, the idea of market analysis was provided to the organization before deciding on the places of opening the new coffee shops. The different aspects in relation to marketing planning that include SWOT as well as PEST Analyses and the theory of Porter’s five forces model portray the analysis of the coffee industry. The above mentioned facets might support the organization to open its new coffee stores or shops and perform its business operations in the regions successfully. The overall marketing plan on the basis of the above discussed aspects would ultimately facilitate to fulfill the objectives of this internship program that demonstrates an operational knowledge of the concept of marketing as well as management principles by a significant level. References Ahlstrom, D., & Bruton, G. D. (2009). International management: strategy and culture in the emerging world. United States: Cengage Learning. Boone, L. E., & Kurtz, D. L. (2011). Contemporary marketing. United States: Cengage Learning. Brown, H. (2011). External environmental analysis of Starbucks and the coffee industry. Retrieved from http://www2.uhv.edu/chapao/MGMT4340/Samples/Project%20Sample%203.pdf Diaz, K.V., & Pedersen, K. (2009). Global coffee industry: pitfalls, successes and future perspectives. Retrieved from http://pure.au.dk/portal-asb-student/files/3785/khrystyna_diaz_final_theses.pdf Euromonitor. (2011). Coffee in Germany. Retrieved from http://www.euromonitor.com/coffee-in-germany/report Henry, A. (2008). Understanding strategic management. United Kingdom: Oxford University Press. Larson, R. C. (2008). Starbucks a strategic analysis. Retrieved from http://coe.brown.edu/documents/StarbucksaStrategicAnalysis_R.Larson_honors_2008.pdf Pahl, N., & Richter, A. (2009). SWOT analysis - Idea, methodology and a practical approach. Germany: GRIN Verlag. Roby, L. (2011). An analysis of Starbucks as a company and an international business. Retrieved from http://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1237&context=honors Scribd Inc. (2012). SWOT analysis. Retrieved from http://www.scribd.com/doc/21693647/Coffee-Industry Slideshare Inc. (2012). Pest analysis. Retrieved from http://www.slideshare.net/tommy2cruise/starbucks-strategy Transition Abroad Publishing Inc. (n.d.). Publications. Retrieved from http://www.transitionsabroad.com/publications/magazine/0505/berlin_coffee_houses.shtml Tucker, C. M. (2011). Coffee culture: Local experiences, global connections. United Kingdom: Taylor & Francis. Bibliography Hill, C. & Jones, G. (2008). Essentials of strategic management. United States: Cengage Learning. Phlips, L. (1998). Applied industrial economics. England: Cambridge University Press. Read More