A) "To make the best cup of coffee in the U.K. by serving individually made, ethically sourced, affordably priced quality coffee quickly and with a smile whilst remaining our customers' and our landlords' first choice" (amtcoffee.co.uk). That is how AMT Coffee states its mission in the website.
To achieve this main mission they have settled some objectives. There are mainly 5 major objectives to pursue.
The first one is the quality of the drinks, which was decided upon the small range of products they offer. As a mainly coffee based company, to gain place in the market against big competitors with huge range of options, to conserve loyal customers and attract new ones, they have to be the best quality coffee in the market, which is why this is the first objective of the company. The second objective is the price, maintain the price lower than competitors is essential to retain customers to choose their coffee to the competitor's. The third objective is the speed in the service, as AMT mainly operates in high transited train stations and airports most of the customers are always in a rush to catch their train or plane that’s why is crucial to work as fast as necessary to make customers happy. The fourth objective is the fair-trade and organic products, the company is aware that nowdays more and more people is conscious about the unfair deals third world countries’ have to make just to survive reason why most of the people will rather but a fair-traded cup of coffee to a regular one; and organic because AMT is also aware that the people’s concern of healthy food has grown in the last decade. The fifth and last objective are the customer’s references, they value their opinion as they are the people who keeps them going, is also good to know how the society changes overtime, if there is a tendency to change among their customer they can identify it easier this way and do the necessary adjustments.
B) Three important external stakeholders for AMT Coffee...