Coffee †Espresso Essay

Coffee shop is one of the best places with an aura indirectly leading to soothing and meaningful conversations. It serves as a venue for personal and social business transactions. It is also a quite place to merely sit down and relax leaving voluminous loads on couches while taking a sip of everyone’s all time favourite, a cup of coffee. Never is it foreign that drinking coffee is by no means new to Filipino taste. In a manner of serving, at home, it is served during meal times while in the office, whether employees are time pressed or not, they always settle over a hot cup of coffee. The pleasure of drinking coffee sparks new creative blends for every coffee aficionado. With best technology ever, these blends are much easier to make for easy and affordable access to coffee lovers and to new ones. Clearly attributable to such coffee shops prestige is the good consumer demand. Increasingly, Filipino consumers are settling for a good coffee instead of alcohol on a night out. Coffee shops have become a status symbol for younger consumers and working people find these specialty coffee shops to be convenient places for afternoon business meetings. Region 12 is slowly taking the curve of global competition, with this, it is expected that its populaces join the bandwagon of total lifestyle change. Alongside of the changes, coffee turned out to be not just a typical beverage at home but a comparative substitute to other drinks offered in the market. Indeed, coffee shops’ coming into light offering coffee lovers their best products is quite a venture. EXECUTIVE SUMMARY EXECUTIVE SUMMARY Industry Background Coffee Cocktail House (C2H) is a coffee industry. Coffee was the second world’s legally traded commodity. There are an estimated 25 million coffee growers around the world that are mostly small-scale farmers. Our country has two most prevalent varieties of coffee—Arabica and robusta. Other varieties are excelsa and liberica. In where the robusta accounts for 75% of the country’s total production, Arabica acconts for 5-10%, and excelsa and liberica accounts 15-20% according to statistics from the International Coffee Organization. It is estimated that around 300,000 Filipinos depend on the coffee industry. According to reports, coffee consumptions continue to increase. Experts predict that the level of consumption will follow population growth. Domestic consumption will also increase by 2. 25% per year. However, coffee production is hindered by the following factors: poor technical knowledge of the farmers in coffee growing and lack of farm-to-market roads to transport the harvested beans, and also old coffee trees also contribute to poor production. The government agencies such as the Department of Agriculture (DA), Department of Trade and Industry, and even the local government put up financial to conduct a skills training/seminar in Ifugao because coffee industry is considered as a priority for the province. Name of the enterprise: As for the product name, we have come up for the product name that can describe one of our special coffees. We have applied the name in Securities and Exchange Commission (SEC) and it was not found that it was not yet used by any other business entity yet. Business Name: Coffee Cocktail House USP: Great Taste Happens. Vision Coffee Cocktail House vision is to be the leader in the Cafeteria industry, building strong customer loyalty and customer satisfaction. We are certified quality coffee shop at a reasonable price of products, in a comfortable atmosphere, with exceptional service. Mission Coffee Cocktail House is established with the idea of promoting good relationships while sharing delicious and healthful coffee. It is committed to offer high quality products with the finest ingredients available, innovated, unique and exceptional taste with additional flavours that suits for the ultimate wants of the consumers. Location Coffee Cocktail House (C2H) will be located at the ground floor of the Fort Strip, Katipunan Circle, Fort Bonifacio Global City, Metro Manila, Taguig City, because it is one of the busiest places in Metro Manila and there’s an opportunity that we will get on the location. The location is highly accessible and visible for those who work beside the building and passers-by. The shop will be placed where there is several establishments such as mall, schools, call centers, business offices, and condominiums. Brief Description of the Project For our new business idea, our group have all concurred and agreed the best way to go about developing new concepts and ideas is nonetheless the one that complete the day of a human—coffee. So we decided to on putting-up our own coffee shop. Indeed, and furthermore, we have considered what kind of beverage that we could possibly develop by means of reinventing its taste, by making it more nutritious and ultimately breaking the way people look at it. Then it came to an idea of redesigning a kind of beverage that has been branded as traditional and existing since time immemorial, and also it must be a kind of beverage that people will love and like as well. Instead of doing a coffee alone, we came up to an idea of mixing coffee and alcohol. We arrived in this idea because some call center agents want to drink alcohol but we mix coffee on it for them to avoid drowsiness. We also consider some of the Filipinos are health conscious that’s why we came up to an idea on creating a healthy and nutritious but great tasting organic coffee. Project Long-Range Objectives: * To expand the business by having branches locally and abroad to serve the growing demands for the product and service. * To be known locally and internationally as a Coffee house serving unique and innovated flavours of coffee. * To be one of the most socially responsible business establishment and one of the most socially responsible business establishment and one of the most environment friendly business here in the country by using non-toxic materials and free pollution machineries. Limitation of the Project Coffee Cocktail House (C2H) will only hires a well experienced baristas to make a great taste of coffee and to make sure that we are ahead from the competitors. While the employees are on their work they should train the other to staff in different department so that in case that an employees will leave in some matter the other employee already know the what to do. In the initial year of the business we are not be able to expand our location because of lack of capital. Summary of Findings and Conclusion Marketing Feasibility. Coffee Cocktail House is creating a best Marketing Program in introducing our store especially in our products which caters our local coffees. Also we want to create unique promotional strategies to get our target market’s attention and build a relationship between them and compete in existing competition in the market. Not just serving them a plain coffee but letting them to realize that they’re more than a customer. Management Feasibility Coffee Cocktail house is aiming to manage well our customers both internally and externally. We are not only focusing on our customer’s satisfaction but also in our employee’s satisfaction. This store/establishment is line-type organization as an effective management structure in business. Every employee’s position is well organized from the managers down to waiters. Technical Feasibility In order to maintain the freshness of our product we get high-quality equipment, from machines in processing the products to the equipment in serving our customers and in the maintaining the cleanliness of our store. Financial Feasibility It will serve as an important factor in our business because we can see here the cash flows in operating our business. We can also see here if we gain profit or not also the financial performance and financial position of our business operation in terms of pesos and ratios that can be used in making decisions. CHAPTER 1: MARKETING ASPECT CHAPTER 1 MARKETING ASPECT PART I Introduction â€Å"Only one thing is certain about coffee†¦. Wherever it is grown, sold, brewed, and consumed, there will be lively controversy, strong opinions, and good conversation. † ~Mark Pendergrast Marketing is a very significant part in a body of a feasibility study. Where the 4 P’s of marketing is summarized here for the strategic purpose of the business. Manifestation part of the things needed to be implemented in the whole feasibility project. Coffee is had been part of our daily life. It is the first thing we did every morning. Almost people love to drink coffee and different mixes; they also love drinking coffee while chatting to each other. Marketing aspect is very essential part in establishing a business. It is said to be the life hood of virtually every project feasibility study without the market composed of demand and supply, there will never be a business the success of the business depends on the market. Objectives: * To achieve an effective marketing plan for the productivity of our business. * To be able to see the projection of our demand and supply in market. * To identify and assume what will be the strength and weaknesses of our business. Sampling Size Determination The sampling size will serves as a direction to determine the percentage of people’s demand. Formula: n=__N____ 1+Ne2 Where: n = sample size N = total population (108,769 being the total population of Fort Bonifacio with the nearest baranggay) E =margin of error (5%) Solution: n = 180,769_____ 1 + (180,769) (5%) n = 180, 769___ 1 + (180,769) (. 5) n = 399. 99 or 400 respondents. The 400 respondents will represent the four nearest barangays in the Fort Bonifacio, Taguig City. The proponents conducted the survey on the nearest mall (Market Market! ) where the residents of Taguig usually always come. MARKET SURVEY Questionnaire Formulation Based on the distinguished needs and preferences about the coffee shop, residents qualified based on their demographic characteristics like age, gender, monthly income and allowance, and anything that makes them qualified as a respondent whether he or she drinks coffee. The questionnaires are collected, tabulated and analyzed for the interpretation of data gathered. Republic of the Philippines Polytechnic University of the Philippines Sta. Mesa, Manila College of Business Coffee Shop Feasibility: Coffee-Cocktail House (CCH) Dear Respondents, We are students from Polytechnic University of the Philippines conducting research on our Feasibility Study: Coffee-Cocktail House. We would like to request you to answer our questionnaire. Rest assured that your answers will be kept confidentially. Thank You. The Researcher I. Personal Profile. Name (Optional):_________________________________________________________ Instruction: Check the space of your answer. 1. Gender: ? Male ? Female 2. Age: ? 18 – 24 ? 25 – 31 ? 32 – 38 ? 39 – 45 ? 46 – above 3. How much is your monthly income or monthly allowance? ? ? 1 – ? 10,000 ? ? 10,101 – ? 20,000 ? ? 20,201 – ? 30,000 ? ? 30,001 – ? 40,000 ? ? 40,001 – above II. All about coffee and coffee shop. 1. Do you drink coffee? ? Yes? No If yes, what brand of coffee do you purchase? ? Nescafe ? Kopiko ? Great taste coffee ? San Miguel coffee Others: (Specify) __________________________ 2. Do you go to a coffee shop to buy coffee? ? Yes? No 3. How often do you go to a coffee shop? ? Every day ? Every other day ? Weekly ? Monthly. ? Yearly Others: (Specify) _____________________ 4. How many cup/s of coffee do you buy/consume when you go to a coffee shop? __________ Instruction: You may check one or more. 5. If you go to a coffee shop, in what coffee shop do you buy? ? Starbucks ? Gloria Jean’s coffee shop ? Figaro ? Bo’s coffee shop ? Coffee bean and tea leaf ? Seattle best coffee ? Cafe de Lipa ? UCC Cafe plaza ? Cafe cap real ? McCafe of McDonalds ? Others: (Specify) _________________ 6. When do you usually go to a coffee shop? or Why? ? meeting ? break-time ? past-time ? dating Others: (Specify) .__________________ 7. In going to a coffee shop, whom do you come with? ? Co-workers/Officemates ? Clients ? Family Member ? Friends ? Boyfriend/Girlfriend ? I prefer going alone Others: (Specify)___________________ 8. What kind of coffee do you prefer? ? Hot? Cold 9. Do you drink coffee with†¦? ? Frappe ? Toppings ? Desert III. All about Coffee Cocktail House. 1. In going to our coffee shop @ the Bonifacio Global City, Fort Square, Taguig City, what is/are the coffee/s you are willing to buy, interested to try or not interested. Instruction: Please check the best answer. (*) Our Unique Offering. KINDS OF COFFEE| Willing to buy| Interested to try| Not interested at all| Hot Coffee| ? | ? | ? | Cold Coffee| ? | ? | ? | Frappe Coffee| ? | ? | ? | * Coffee Cocktail| ? | ? | ? | * Organic Coffee | ? | ? | ? | 2. What kind of * Coffee Cocktail do you prefer? ? Alcoholic* Coffee Cocktail ? Non-Alcoholic *Coffee Cocktail 3. What are the *Coffee Cocktail you are willing to buy, interested to try or not interested. (Alcoholic and Non-alcoholic drinks) KINDS OF COFFEE| Willing to buy| Interested to try| Not interested at all| * Coffee Infused Vodka| ? | ? | ? | * Spiked Coffee Ice Cream Dream| ? | ? | ? | * Chocolate Mocha-Tini| ? | ? | ? | 4. Do you prefer an organic coffee? ? Yes? No 5. What are the *Organic Coffee you are willing to buy, interested to try or not interested. (Fertilized or unfertilized) **most Unique offering as being the most expensive coffee in the world yet when roasted, it exudes an almost musical, fruity aroma. It has a strong, sweet, dark chocolatey taste that is perfect for that morning kick or high power meetings. Definitely a CLEAN CUP. KINDS OF COFFEE| Willing to buy| Interested to try| Not interested at all| *Rice Coffee| ? | ? | ? | *Corn Coffee| ? | ? | ? | *Coconut Coffee| ? | ? | ? | **Civet â€Å"Alamid† Coffee from Philippine’s finest Arabica, Liberica and Exelsa beans| ? | ? | ? | * Arabica, Liberica and Exelsa Coffee| ? | ? | ? | **********OThank YouO andOGOD bless YOUO********** O†Life is like a cup of coffee. † O -anonymous Survey analysis A part of the survey which all the data gathered was being analyzed for the justification of the objectives of the proponents. The proponents purposively collect more information about the business target market and consumer. It is to understand their needs and to know their perception on the business to be built. Table 1: Distribution of respondents according to gender. GENDER| FREQUENCY(F)| PERCENTAGE (%)| MALE| 165| 41%| FEMALE| 235| 59%| TOTAL| 400| 100%| Figure 1: Gender of the respondents From above data, majority of our respondents are female which is 59% percent while only 41% are male. Table 2: Distribution of respondents according to age AGE| FREQUENCY(F)| PERCENTAGE(P)| 18-24| 221| 55%| 25-31| 58| 14%| 32-38| 49| 12%| 39-45| 38| 10%| 46-above| 34| 9%| TOTAL| 400| 100%| Figure 2: Age of the respondents From data above, 55% of our respondents aged 18-24, 14% are aged 25-31, 12% are aged 32-38, 10% are aged 39-45 and 9% are aged 46 and above. Table 3: Distribution of respondents according to their monthly income MONTHLY INCOME| FREQUENCY(F)| PERCENTAGE(P)| 1-10,000| 168| 42%| 10,001-20,000| 61| 15%| 20,001-30,000| 75| 19%| 30,001-40,000| 78| 19%| 40,001 and above| 18| 5%| TOTAL| 400| 100%| Figure 3: Respondent’s monthly income Data shows that our respondents 1-10,000 the highest percentage which is 42%, 20,001-30,000 and 30,001-40,000 which are 19%, 10,000-20,000 which is 15% and 40,001 and above which is 5%. Table 4: Distribution of respondents who drinks coffee COFFE DRINKERS| FREQUENCY(F)| PERCENTAGE(P)| YES| 256| 64%|. NO| 144| 36%| TOTAL| 400| 100%| Figure 4: Respondents who drinks coffee Data shows that the majority of our respondents are coffee drinkers which is 64% and 36% are not. Table 5: Brand of coffee they buy in store BRAND OF COFFEE| FREQUENCY(F)| PERCENTAGE(P)| NESCAFE| 235| 42%| KOPICO| 155| 28%| GREATE TASTE COFFEEE| 109| 19%| SAN MIGUEL COFFEE| 51| 9%| OTHERS| 9| 2%| TOTAL| 559| 100%| Figure 6: Particular brand the respondents buy From the data above, the highest brand of coffee they buy is Nescafe which is 42%, Kopiko which is 28%, Grate Taste which is 19%, San Miguel Coffee which is 9% and 2% from other brand. Table 7: Respondents who have been to coffee shop WHO HAVE BEEN TO COFFEE SHOP| FREQUENCY(F)| PERCENTAGE| YES| 293| 73%| NO| 107| 27%| TOTAL| 400| 100%| Figure 7: Have you been to coffee shop? Data shows that 73% of our respondents have been to coffee shop and 27% are not. Table 8: How often do you drink coffee? TIMES THEY DRINK COFFEE| FREQUENCY(F)| PERCENTAGE(P)| EVERYDAY| 136| 46%| EVERY OTHER DAY| 61| 21%| WEEKLY | 69| 24%| MONTHLY| 12| 4%| YEARLY| 9| 3%| OTHERS| 6| 2%| TOTAL| 293| 100%| Figure 9: How often they drink to coffee shop. Data shows that 46% of our respondents drink coffee to coffee shop everyday, 24% weekly, 21% every other day, 4% monthly, 3%yearly and 2% from the others. Table 10: How many cups they consume in the coffee shop? NOS. OF CUPS THEY CAN CONSUME| FREQUENCY(F)| PERCENTAGE(P)| ONE| 149| 47%| TWO| 122| 38%| THREE| 24| 8%| FOUR| 8| 2%| FIVE| 10| 3%| SIX| 6| 2%| TOTAL| 319| 100%| Figure 10: How many cups they consume in the coffee shop? Data shows that 47% of respondents can consume only one, 38% can consume 2 cups, 8% can consume 3 cups, 3% can consume five cups, and 2% can consume four and six cups. Table 11: What particular coffee shop they go and buy coffee? COFFEE SHOPS| FREQUENCY(F)| PERCENTAGE(P)| STARBUCKS| 88| 30%| GLORIA JEAN’S COFFEE SHOP| 14| 5%| FIGARO| 44| 15%| BO’S COFFEE SHOP| 18| 6%| COFFEE BEAN AND TEA LEAF| 23| 8%| SEATTLE BEST COFFEE| 16| 3%| CAFE DE LIPA| 9| 3%| MCCAFE| 57| 19%| OTHERS| 24| 6%| TOTAL| 293| 100%| Figure 11: What particular coffee shop they go and buy coffee? Data shows that 30% of the respondents go to Starbucks, 19% at Mc Cafe, 15% at Figaro, 8% at Coffee Bean and Leaf Tea, 6% at Bo’s Coffee shop and Seattle Best Coffee, 5% at Gloria Jean’s Coffee Shop,3% at Cafe de Lipa and 30% from the others. Table 12: What is the reason/s why they go to coffee shop? Data shows72% of the respondents prefer to drink organic coffee and 28% don’t want to buy drink organic coffee. MARKETING ASPECT – PART II A. Product/Service Description The product is the mean of this project, because it is the one that will be to offer to the customer, while, the service is the focus of this project, because this will complete the satisfaction to the customer. At the Fort Strip in the Fort Bonifacio, the proposed Coffee Cocktail House is settled at a 58 sq. m.inside of a three storey building in Katipunan Circle. As the business was being projected inside of the Fort Bonifacio Global City where most of the population are employees and students, good ambiance, peace and pleasing place of a House as good as a house can satisfy them, a house with different kinds of chairs, different interior, different exterior and different service that will surely satisfy the wants of the customer. Coffee Cocktail House (C2H) offer coffee mostly which are: hot coffee, cold coffee, frappuccino, and coffee cocktail and organic coffee, which we uniquely offer to the market. As one of the store’s unique offering, we use coffee cocktail itself for the store name which is Coffee Cocktail House. We also offer cakes and pastries which is good combination to coffee and also Filipino delicacies. B. Location Coffee Cocktail House (C2H) will be located at the ground floor of the Fort Square, Bonifacio Global City, Taguig, because it is one of the busiest places in Metro Manila and there’s an opportunity that we will get on the location. The location is highly accessible and visible for those who work beside the building and passers-by. The shop will be placed where there is several establishments such as mall, schools, call centers, business offices, and condominiums. C. Name of the enterprise As for the product name, we have come up for the product name that can describe one of our special coffees. We have applied the name in Securities and Exchange Commission (SEC) and it was not found that it was not yet used by any other business entity yet. a. Business Name: Coffee Cocktail house b. USP: Great Taste Happens c. Business Logo: Many of the business man and also those who are business minded person think a lot of ideas and most of them uses a trade mark that is 100% connected to their offering, either product or service, to be able to recognize easily. Speaking of trademark, the proponents have come up with this simple trade mark using the company name itself which have a unique style and indeed an attention-catcher because of the color used. Here are the meanings of the colors and symbols that were used to the trademark that the company came up with: Cream (Originated from Yellow which means full of creative and intellectual energy) is a clean light yellow clears the mind, making it active and alert. Brown associated with the material side of life. It gives comfortable feeling of naturalness. Red is the color of blood, and as such has strong symbolism as life and vitality. It also represents the passion of the staffs. Circles symbolize unity, wholeness, infinity and protection. Pentagram (represents the house) can also be a star because of its five-points. It is a symbol of life and perfection. White Cup symbolizing the professionalism of the product and definitely a â€Å"Clean Cup† and a clean working area. Smokes symbolizes that the coffee is always freshly gourmet and also has a pleasing aroma to the nose. D. Nature of the Business For our new business idea, our group have all concurred and agreed the best way to go about developing new concepts and ideas is nonetheless the one that complete the day of a human—coffee. So we decided to on putting-up our own coffee shop. Indeed, and furthermore, we have considered what kind of beverage that we could possibly develop by means of reinventing its taste, by making it more nutritious and ultimately breaking the way people look at it. Then it came to an idea of redesigning a kind of beverage that has been branded as traditional and existing since time immemorial, and also it must be a kind of beverage that people will love and like as well. Instead of doing a coffee alone, we came up to an idea of mixing coffee and alcohol. We arrived in this idea because some call centre agents want to drink alcohol but we mix coffee on it for them to avoid drowsiness. We also consider some of the Filipinos are health conscious that’s why we came up to an idea on creating a healthy and nutritious but great tasting organic coffee. E. Limitation of the Project Coffee Cocktail House (C2H) will only hires a well experienced baristas to make a great taste of coffee and to make sure that we are ahead from the competitors. While the employees are on their work they should train the other to staff in different department so that in case that an employees will leave in some matter the other employee already know the what to do. In the initial year of the business we are not be able to expand our location because of lack of capital. F. G. Project Time Table. Project Time Table Description July 2012 to October 2012 – Feasibility Study Conceptualization about what kind of business should we study. Having a feasibility about the product; conducting survey on the location; Planning on how to promote and what is the demand and supply on it. How were the market aspect, management aspect, technical aspect, financial aspect and social aspect of the feasibility? October 2012 to January2013 – Putting-up Capitalization The proponents will be invested for the capital, amounting P 1,000,000. 00. January 2013 to April 2013 – Registration and Licensing Registering and licensing company. Secure all the permit of the business for its maintenance. February 2013 to April 2013 – Renovation of the Project Location The business location will be develops. Buying the equipments and needed tools. April 2013 to May 2013 – Hiring The company will hire expert baristas because we don’t enough money for the training. The proponents will also work as a manager to save money. – Opening of the coffee shop The store launching will start after the hiring of the baristas and crews. April 2013 to December 2013 – Marketing Program The Marketing Program will aims to simplify and demonstrate strategies that are needed to reach all its marketing potential even to exceed the potential of its market. January 2014 – Product New Ideas Having new ideas to promote and increase the demand for coffee. I. Market Segmentation A. Target market Our target market is aged 18 years old and above particularly young professionals who are working near our stores. They are the one who need our products and the one who can afford to buy our products. There are a lot of people who are passing by in our location and there are some who are just passersby. They are all are potential and target consumer who are possibly will buy some of our products. a. Demographic Characteristics Specifically it is for those 18 years old and above both male and female. Students who have allowance (from 1-5000php and above per month) looking for a convenient place to hang out with their friends and family. There are a lot of young professionals who are working near the Coffee Cocktail House. They are the persons earning 1-10,000php per month who belong to the class C to upper B. b. Psychographic Characteristics Since the target market are young professionals they are in the stage of buying what they want and doing the thing they have not experience when they are studying. They want a place that is relaxing before and after working hours. They are the type of people who are willing to buy a product that suit to their personalities yet affordable. Most of them are health conscious and smart street people looking for every benefit and satisfaction of a product to them. c. Buyer Behaviour Characteristics They are coffee drinker who used coffee as part of their daily routine. It is those people who believe that a cup of coffee will help them to enlighten and cope up for the whole day. They have that belief it will help people to stay awake for a longer hours. II. Competitor’s Analysis Purposively the proponents of this feasibility study wanted to know their possible competitor in the coffee industry especially we wanted to know our competitor within the business location. It aims to perceive the competitor’s capacity along the journey of our business. A. List of Competitors Listing and identifying every competitor we have in the market and within the area of Coffee Cocktail House. Identifying the competitor USP and why the consumers continually patronize their products. a. Direct Competitors Figaro – soon to open at the same area who offers coffee products with its healthy benefits and they have different side dishes and main courses. Coffee vending machines – that offer cheaper brewed coffee. We only have one competitor within the specific location of the coffee shop at the Fort Strip. The Cafe Puccini offering a coffee products and their specialty dish the Italian pasta. b. Indirect Competitors We also have our indirect competitors who used to sell coffee products but it wasn’t their specialization service or product. Retail sachet or instant coffee at the market. 1. Nescafe – which got in our survey that proves their being no.