Business Development Plan

This study explores the importance of organic coffee and how it can be used to develop a business plan. It discusses the transformation of kernels of dates into ecological coffee in Tunisia and the potential market for this product. The aim is to provide sustainable and healthy coffee options to consumers.

Business Development Plan

ABSTRACT
This study shows importance of organic coffee as compare to a regular coffee. With the
help of launching a new product or coffee, company develops its business plan. Developing a
business plan is not an easy task, as company has to perform several functions and analyse
several factors like target market, current trends in market, needs of target market etc. By
developing research or following all steps of research, new product help company in developing
business plan.

Table of Contents
ABSTRACT.....................................................................................................................................2
CHAPTER 1 INTRODUCTION.....................................................................................................1
Title..............................................................................................................................................1
Coherence / Justification..............................................................................................................1
Rationale......................................................................................................................................2
Scenario Chosen...........................................................................................................................3
Aim and Objectives......................................................................................................................3
Background-.................................................................................................................................3
Structure of Project-.....................................................................................................................4
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
Industry review ...........................................................................................................................6
Business idea explained...............................................................................................................7
Marketing mix..............................................................................................................................8
Segmentation..............................................................................................................................10
Target market.............................................................................................................................11
Positioning.................................................................................................................................12
Theories of business model........................................................................................................12
Business model canvas..............................................................................................................13
Principal issue related to topic...................................................................................................15
CHAPTER 3- METHODOLOGY.................................................................................................16
Selection of clear aims and objectives.......................................................................................16
Theoretical and applied research methods knowledge..............................................................16
Concepts and theories for doing strategic analysis....................................................................16
SWOT Analysis.........................................................................................................................17
PESTLE Analysis......................................................................................................................17
Porter's 5 forces..........................................................................................................................18
Feasibility...................................................................................................................................21
Gantt Chart.....................................................................................................................................34
CHAPTER 4 Data Analysis...........................................................................................................35

Strategic management strategies................................................................................................35
Selection of strategies for success..............................................................................................36
Development of the business model..........................................................................................40
Chapter 5: Conclusion And Recommendations.............................................................................42
RECOMMENDATIONS...............................................................................................................42
CONCLUSION..............................................................................................................................43
REFERENCES..............................................................................................................................44

CHAPTER 1 INTRODUCTION
Title
To open business of transformation of Kernels of Dates into Ecological Coffee in Tunisia:
Company Randiva.
Coherence / Justification
Date kernel are the beans that are transformed and made from dates. It is then converted
into coffee beans that is further processed into coffee. Here, a business idea is taken to transform
date kernel into ecological coffee. It will enable in providing ecological coffee to business and
customers in the market. However, this concept describe the way in which coffee is made or
produced in a manner that has numerous virtues, resembling of coffee is done without using
caffeine into it. Hence this is considered as healthy drink. The vision of Randiva is to raise
satisfaction among consumers and provide valuable products to them. Hence transformation of
kernels of dates into ecological coffee is the sustainable business idea that may help entrepreneur
in sustaining in market for longer duration. Coffee market of Tunisia is growing and demand of
healthy drinks is very high. Coffee is considered as food element that is used for refreshment by
large number of audience. In the recent time roasting of coffee is done by using chemicals and it
is done to raise taste of coffee and make it more favourable.
Recently, there is a lot of diet disorder related to people health. So, it has resulted in
various health concerns in many countries. Therefore, nutritious food has emerged as a solution
for people to improve their health. It has enabled in controlling many diseases like diabetes,
cancer, etc. and enhancing digestive system of people. The food consumed by people contain
fortified and enriched products. So, in this regard there are two types of food been prepared that
is functional and designer. Here, designer food is those that prevent or cure disorder and
diseases. The phytoceutic included in fruits is responsible for antioxidant activity. However,
peels and seeds of date is beneficial for health. Furthermore, many food products are developed
of date like date juice, syrup, etc.
Health consciousness is one of the most common perspective of people now days. There
are many people are consuming 1 – 2 cups of coffee every day on an average. Many scientific
researches have evaluated that too much consumption of coffee can cause harm to the body.
People all around the world are now more cautious about their health and diet on every day basis.
Healthy lifestyle and healthy diet is important part of their daily routine. Many organizations are
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looking for new and innovative beverages that can be offered to people which are healthier and
safe for consumption (Purnomo and et.al., 2017). There are various innovative products are sold
by different countries in market place by different companies. The kernels of dates seeds can be
used to make a coffee as an alternative energising drink which is healthier and delicious. It is
suitable for business who want to add some new flavour of coffee. This will be completely
different from normal coffee beans. Here, kernel of dates is transformed and ecological coffee
beans are made. This will bring shift in process of producing coffee beans. So, there will be an
alternative for business to use kernel date powder instead. People do not know that seeds of
dates can be used as alternative supplement for coffee. Because this product is obtained from
kernels of dates it also reduces the waste production. This concept of business is also cost and
time efficient (Zulkarnain, Wahyuningtias and Putranto, 2018). The suitability of kernel coffee
will also suitable for the people who want to live healthy lifestyle.
Rationale
Coffee is the highest consumption drink that is consumed by people all around the world.
There are various types of flavours available in coffee which fulfil needs of people. The coffee
powder is produced from coffee beans. For this there is a transformation process through which
beans are made. However, there is shift in people needs which due to their taste and preference
has changed. Now, organic and ecological coffee beans are produced to allow people to drink
healthy coffee. For that a start up is launched which will transform kernel dates into ecological
coffee.
Randiva is planning to provide ecological coffee in Tunisia through transformation of
kernels of dates. This is the country where growth rate of coffee houses is very high as demand
of such kind of products is very high. Annual consumption rate of Coffee in Tunisian is around
30000 tons. The coffee is the most popular need of population and it is available at affordable
rates. In addition, main objective is to increase use of ecological coffee and bringing a new taste
and preference to customers. The purpose is to provide an organic and caffeine free coffee
powder to businesses and customers. through that, it will be easy to assist them to live a long life
and improving health concerns.
Moreover, another reason for starting this business is to promote ecological agriculture in
regard to producing of coffee. Alongside, there will be change in making coffee drinks and rising
awareness within people to improve their lifestyle. It will be useful in solving health related
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concerns of people. However, it will be a new and unique type of start up where ecological
coffee is produced. Furthermore, it is analysed that in Tunisia there are many coffee houses that
consumes a huge coffee beans. So, it will transform way of producing coffee beans and offering
healthy one.
Scenario Chosen
Tunisia is an African country which situated on top of African continent. As per the size
and population there is good scope for the organization to establish a new business. As per the
comparison of Tunisia form other African countries it is richer and have more possibilities than
other countries. here, most people depend in farming to fulfil their needs. The nation is not
developed as well. In present scenario it is identified that many companies provide coffee that
contain caffeine. The convert coffee beans to produce coffee powder. So, in many parts of world
coffee beans farming is done to produce powder. It is then used for coffee.
It is essential to bring change in life of people of Tunisia as they are suffering from several
diseases. People are highly addicted towards coffee. In country there are many coffee chains
which provide coffee to people. In other countries dates flavour coffee is offered to people.
The company will also offer ecological coffee to companies in Tunisia. It will also set a
plant in nation where things entire processing is done. Also, coffee will be exported to neighbour
countries as well. However, warehousing and transportation services will also be offered to store
ecological coffee. There are other services as well that will be provided.
Aim and Objectives
Aim –
To open business of transformation of Kernels of Dates into Ecological Coffee in Tunisia:
Company Randiva.
Objectives -
1. To evaluate the transformation process of kernel date into ecological coffee.
2. To analyse current coffee market of Tunisia and identify target market.
3. To evaluate feasibility of ecological coffee in Tunisia.
Background-
With technological advancement there are many new businesses and start ups emerging.
Also, it has enabled in providing new techniques and ways of using technology in business.
Similarly, people are becoming more health conscious. They are aware about diseases that can
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highly impact on their health. However, date fruits are highly been consumed by people to
improve their health. The dates contain of high nutrition and other ingredients which is beneficial
for health of people. Also, dates are used in many food items as well to provide a new taste and
variety to customers. Moreover, in many countries’ dates are used in coffee as well. Thus,
Tunisia is a country where dates not available to fulfil needs of people. furthermore, coffee seeds
are roasted and then coffee is produced from it. This result in caffeine power that is not healthy
to consume.
Structure of Project-
There is a specific structure will be followed in this project to make work and research
more relevant and effective for the company to utilise this information effectively. This effective
structure also will help the organization and readers to get proper understanding of the collected
information and data. In the initial part of project brief introduction of business development
plan will be provided in the report. The introduction part of the report is sub divided in title of
project report, justification of selecting coffee that is made of kernel of dates as particular
product. The rationale of the selecting topic is analysed in detailed manner. The target market of
is analysed in detailed way to get effective data of target market. The aims and objective for
report are also provided in the introductory part. Complete background of the business
development project report is provided in the introduction part. The structure of the report also
will be provided in the report to give an over view to reader and organization. In the next chapter
of report detailed information that is collected by different authors will be evaluated in the report.
In the literature review topics like marketing mix, segmentation, targeting and positioning in
detailed way to make effective plan for the company to launch new product in Tunisia. Various
theoretical and practical concepts that are discussed by various authors also will be considered in
literature review part of report. There are different research methods will be used in the research
process to get effective data and information related to business expansion in the target market.
Brief overview of different methodologies also will be provided in the project to define whole
data collection and analysis process effectively for the business development plan. In the data
analysis part various methods and technologies will be used to analysis data and convert in the
usable form to conclude final result for the collected data to make effective business
development plan for Randiva company. In the conclusion and recommendation part result of
whole data is presented with different recommendations that can be used by the organization to
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get better response from market place with positive and profitable outcome. This is how all
report is structured effectively to get efficient outcomes for reader and co
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CHAPTER 2 LITERATURE REVIEW
Industry review
As per the view of Krupskyi and et al., (2017) Tunisia is the country where coffee
consumption majorly done in urban areas. It has captured more than 50% market share in the
nation. Over a period coffee retail sales have been increased to great extent. Migration of Libyan
is very high in Tunisia and people of Libyan have high consumption of coffee which helps in
increasing revenue of this sector. Societe café Bondin is considered as market leader which
recorded 32% retail volume in the year 2014. Since longer duration population of Tunisia has
habit of consuming coffee as it is the long tradition in the country. People like to teste new coffee
types such as espresso, Turkish style coffee etc. Estimated annual consumption of coffee in the
Tunisia is around 30000 tonnes per year. Nebli has 4% market share in the country whereas
Bondin has 30% market share. Espresso coffee has less than 1dt cost in the Tunisia.
Figure 1: market share
(Source: The Tunisian coffee scenario 2019, 2019)
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Business idea explained
According to Webb, Knutson and Gamble, (2017) opening a new business is very
difficult task as person has to take care of many things in order to gain success in market. If this
is not done properly then it may create problem in managing the business activities effectively, in
such condition entrepreneur has to face loss. Tunisia is the country that has great scope of coffee
business, transformation of kernels of dates into ecological coffee is the great business ideas.
People of Tunisia like to have amazing coffee hence they prefer to pay for amazing taste of
coffee. Ecological coffee is quite unique and new concept. Most of people have thoughts that
coffee is not that much good for the health but ecological coffee can help in keeping the health of
person good. Demand of ecological coffee is high hence it is considered as great business idea.
Objective
Objective of Randiva is to become the sustainable performer in coffee industry and serve
consumers most delicious coffee. It aims to achieve 45% revenue in next three years.
Mission
Mission of Randiva is to offer quality and finest ecological coffee to the wide range of
population in Tunisia.
Key to success
Randiva will focus on its visibility hence it will choose location of high street where
coffee houses can contact to the Randiva easily. Convenient access will be another significant
point of this business as it will help Randiva in gaining attention of mass audience. Products of
the firm will be its unique point as it will serve fresh ecological coffee to all its consumers. It will
ensure to use clean equipment every time so that hygiene can be maintained. Randiva is
planning to use premium serving containers and also it will maintain consistent flavour. In
addition to this, friendly atmosphere, quick services will be its USB as company will serve its
consumers quickly and will take care of their needs always.
Company detail and ownership
Randiva will be a new business where transformation of kernels to dates will be done to
produce ecological coffee. It will be sole trader firm as no partnership will be done at initial
level. Profit and loss will be taken care by owner only.
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Marketing mix
According to Prokhorova and et al., (2016) marketing plays significant role in the success of
any business, if companies promote their brand. This is the tool which enhance awareness of
product and help business in establishing in the new market successfully. Tunisia’s coffee market
is wide hence if any firm enters into this sector then there is high chances of getting success
because people like to have amazing coffee products. Randiva will market its products in a
unique way, as it is planning to use social networking sites to enhance awareness among
consumers, restaurants, coffee houses of Tunisia about this new amazing ecological coffee. By
conducting marketing activities through Facebook, Twitter firm will be able to gain attention of
mass audience in the country and many people will take interest in ecological coffee. Rocha,
Petry and Riciardi, (2017) stated that product is the most important element that contributes in
success of new business, if company is able to offer satisfactory goods and services then it would
be better in gaining success in market. Randiva will ensure that it offers great quality ecological
coffee. It will take care that transformation of kernels of dates into ecological coffee is done in
most significant manner so that end product can have great quality and it can satisfy the needs of
consumers of getting healthy coffee. The main agenda of Randiva is to offer satisfactory coffee
products that do not impact on health of consumers so that it can generate reasonable amount of
profit in this market. Firm will plan to maintain taste and use appropriate transformation tools so
that quality remains maintain. This tactic will give positive result to business and will help the
firm in gaining success in market. It is planning to offer several packs as per the need of buyer
such as 20 gram, 100 gram packs etc. Packaging of ecological coffee after transformation will
be great as designing of packets will be so attractive.
Randiva will pay close attention on its products and will consistently serve the best quality
ecological coffee to wide range of people in Tunisia.. It will use clean equipment’s so that
hygiene remains maintained. During the transformation all the equipment’s will be used in most
careful manner. Services of this new business will be its unique point as its frequent services will
enhance number of customer of Randiva.
As per the view of Wang and et al., (2018) place is considered as most essential tool which
supports the business in reaching to wide range of audience. If entity fails to use effective
placing tactic then it would create problem in meeting demand timely. Randiya’s main strategy
will be to reach to large audience but for that it will start supplying ecological coffee in officers
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and general cafes.. Once popularity of this product will increase then it will start using wholesale
marketing techniques to reach to large audience. This is the great starting tactics which will
defiantly help the firm in meeting with its objective and generating sales. Randiva will use retail
distribution strategy as transformation of kernels of dates into ecological coffee is the longer
process but once production is done then kit can serve to large audience. Hence it is planning to
use retail distribution channels to reach to large number of audience to sell this ecological coffee.
It will supply to super markets, offices, coffee houses or cafes etc.
As per the view of López-Cózar-Navarro, Benito-Hernández and Platero-Jaime, (2017)
price plays significant role in establishment of new business. If entity implements effective
pricing tactic then it would be better in gaining positive result to the organisation. Firm has to
ensure the purchasing power of target audience and accordingly it has to set prices of its goods
and services. If people are not able to buy such costly products then it is essential for the firm to
keep it low. As population of Tunisia like to spend in coffees but spend less money on it. Hence
company needs to implement penetration strategy where it should first offer low cost ecological
coffees to all its potential buyers , once they like it and become frequent buyers then enterprise
has to increase cost of its products. This would be better in gaining attention of mass audience ad
making them loyal towards the brand. This is the great start because people will take interest in
its ecological coffee which will help in establishing n this market successfully and sustaining in
market for longer duration. Randiva will apply penetration pricing strategy as competition is very
high and people of Tunisisa like to have coffee at affordable rates. Hence use of penetration
pricing strategy will be better for the organisation in gaining attention of large audience. As
compare to other competitors it will be able to generate more profit by using this pricing tactic.
Randiva is aiming to generate profit in next two to three years hence it is very important for the
firm that to take care of cost and price. If its operational cost is high, then firm will not be able to
offer goods and services at affordable rates. Hence Randiva will ensure to recuse of resources so
that wastage can be minimised and cost can be controlled. By using this process it will be able to
set prices of ecological coffee affordable for the target consumers. Apart from this, 15%
additional discounts will be given to wholesalers and additional 10% discounts will be given to
families.
Prokhorova and et al., (2016) argued that promotions is essential aspect of marketing mix.
Companies need to promote their brad in effective manner so that wide range of people ca get to
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know about its products and services. Being a new firm it is very important for Randiya that
market its new items properly, for that it needs to take assistance of social networking sites. In
the recent time people spend huge time on these sites. They interact with other on Facebook,
Twitter and also they make their buying decision after reading comments of others on these sites.
These social sites have given the amazing platform to all the companies to interact with wide
range of consumers and know more about their needs. By using this platform entity can be able
to make them aware with the features of ecological coffee and how it is different from other
same products. Use of this platform will attract new buyers and sales of the firm will be
increased to great extent. Randiva will use social networking sites to promote its new business
that is transformation of kernels of dates in ecological coffee. As it is completely a new concept
in coffee industry hence there is need to promote this new product otherwise people will not take
much interest in this ecological coffee products. Transformation process is such a lengthy
process and there is need to take care of hygiene and other things. Firm will ensure to make
people aware about the actual transformation process of this products and why ecological coffee
is different from other marketer s by using social networking sites. The long term goal of
Randiva is to gain visibility of target audience and get more inquiries of investors so that it can
get more funds to expand its business successfully. Public relationship strategy will also be used
by Randiva to promote its ecological coffee. This will help the firm in making direct contact with
the audience and making them aware with benefits of this product and difference between
existing coffee and ecological coffee. By this way demand of this product will be raised and firm
will get more order of it.
Another promotion tactic will be used by Randiva is participation in seminars with
samples of this ecological coffee. People those who have attended that seminar will be provided
free sample of this coffee which will make them aware with actual taste of this unique product.
Segmentation
There are different operations are important for the organization before establishing
business in a particular market. The process of the segmentation can be explained as method that
followed by organization for creating segment with in a diverse market place to select target
customer for company. In opinion of Lupton and et al., (2018) Market segmentation process
help the organization to develop various business policies and practices in order to occupy major
part of market to gain higher profit. In the process of market segmentation a specific processes is
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followed in order to develop effective business strategy. The process of segmentation starts with
identifying the target market, identifying expectations of the target consumers, create sub groups
of people, reviewing the needs of the target audience, named the target market segment,
marketing strategy, review the consumer behaviour and size of the target market. This is how
these process need to be followed in order to develop strategies to establish the business of
Randiva in Tunisia market.
Randiva will use geographic segmentation strategy. It will target people on the bases of
their geographical location. This will have two segmentation tactic captive consumers and
commuters. Commuters are such individuals those who travel one palace to another and captive
consumers are such people those who are inside a campus such as offices, schools etc. It will
target corporate offices and restaurants those which are located in metropolitan areas. Its main
focus will be such corporate houses that have more than 500 employees.
The process of identification of the target audience is one of the most important step of
segmentation process. All further actions of the organization are based on the audience that is
selected in the identifications. The choices of people are different and this is important for
organization to perform effective research work to evaluate the demands of people to make
effective marketing and business policy to earn maximum profit from consumer base. Market
research that is performed by organization can help them to identify the needs of target audience.
According to Kobayashi, Hara and Usui, (2017) the company product is a healthy
nutritious drink so the target customer will be the people who are worried about their health and
finding better and healthier solution for tea and coffee. For the process of segmentation Randiva
can use different type of segmentation process which are good for the product of company. As
company is selling healthy product so the demographic segmentation process will be used by
company to target people based on gender, age, family size and income of people.
Target market
According to Masih and et al., (2019)targeting is most essential element that ensures that
right consumers are being target by business those who can take more interests in buying that
products. Target consumers of Randiva ae such people those who like to get fresh with amazing
taste. People those who like to spend money to get excellent tasty coffee will be targeted by
Randiva. Apart from this, youth, families will be targeted by Randiva.
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Positioning
As per Fu and et al., (2016)There are different segments are their in which company can
launch their product. As the product of company is a coffee that is made of kernels of dates
which is tasty and healthier. So, this product can be launch by organization in target market as
healthy and fitness drink that can be consumed by all people. The approach that can be used by
Randiva could be like global thinking along with effective local market capturing. This processes
and business method can help them to occupy large size market in Tunisia. In this category there
are no other companies who are producing healthy coffee of tea. By considering global
marketing approach organization can earn high profit in particular market which is targeted by
them for business. This is how Randiva can make positioning plan to efficiently established their
business in Tunisia. Randiva will raise its market position by creating value for consumers.in
Tunisia. It will deliever bundles of coffee packets with close control over quality. It will focus
on customised sales and it will ensure reliable supply of goods and services. By using this
positioning strategy Randiva will be able to develop iots market image in the new country and
will be able to establish its business in new market successfully.
Theories of business model
As per the view of (Yamamoto, Kan and Bartnik, (2018) there are different processes and
methods which can be used by the health care organization to make entry in the market of
Tunisia. The business model for Randiva company will be great as it is more concern about
environment and health of people hence transformational process in Tunisia will be systematic
that do not harm natural resources and climate as well. It will ensure safe use of any kind of
agrochemicals so that neutrality of coffee can be maintained. Randiva will apply farmer
ownership model (FOM) this would be better for the firm in transformation of kernels into
ecological coffee easily and gaining success in market.
In opinion of Zhang and et al., (2017) partnership is also one of the better solution for the
organization to select specific process to enter the market of Tunisia. In the business model of
Partnership Randiva can form arrangement or agreement with local organization to manage and
operate in local. In this process organization can share roles, responsibilities along with profit
share. This is how organization can use the support to establish and run organization in the target
market with shared profit and share risk. This business model can help the organization to get
enter completely new market without too much risk. There is also one other process Randiva can
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use to enter the target market in Tunisia. Acquisition is one of the most effective process for
organization like Randiva to enter new market. In this business model organization can purchase
a local organization and use their resources, machinery and supply chain to start their business
efficiently. This process of entering new market is one of the best process because in this process
company can use all the resources, supplier and machineries. So, they so not have to make new
investments and contacts to develop new business. This is how organization can use this strategy
to develop their business in new country.
Business model canvas
In opinion of Nugroho and et al., (2017) business model canvas is a strategic
management and lean template that is used by people for developing new or existing business in
the target market. It also can be taken as visual chart that is used by organization to explain the
value proportion of product, infrastructure of company, finances and customers of organization
to get effective knowledge of business development of an organization. This can be considered
as explanation that how an organization form, delivers and capture the value for consumer. This
also can be starts with mapping process that can help organization to full fill vital and important
aspects of business model. Business model canvas is a process that helps the organization to
understand business more clearly. There are various things that are considered in the business
model canvas are key partner of the organization, key activity of company, key resources of
organization, cost structure of company, value proposition, customer relationship, channel of that
are used by company, segment of consumer and revenue streams. These all things are considered
for the organization to evaluate and assess the business model that is used by the organization.
Key partners Key activities Value proposition Customer
relationship
 Food
outlets
 Corporate
offices
 Other
coffee
farmers
 Suppliers
 Transformation of
kernels into
ecological coffee
 Services
 farming
 Quality ecological
coffee
 Coffee appliances
 Personal
services
 Social media
services
 Community
interaction
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Channels Key resources Cost structure Revenue streams
 Direct sales
 Seminars
 Wholesaler
s
 Building
 Equipment’s
 Raw material
 Funds
 Coffee processing
 Raw material;
purchasing
 Salaries
 Marketing
expenses
 Transformation
cost
 Sales of
ecological
coffee
Customer segment
 Corporate offices
 Restaurants
 Families
 Youth
From the above model, it can be said that, in Tunisia there are some key partners which
include: corporate offices, food outlets and other coffee farmers which can increase competition.
The main activity of the company is to transform kernels into ecological coffee and farming. By
doing this it can make ecological coffee and take competitive advantages. Maintaining quality is
the value proposition. By providing coffee and other services via social media platforms as well
as personal contacts, company can make a position in the market. Direct selling, making
effective relations with wholesalers and developing seminars are some ways of delivering
products. For providing sources offline, it will require building, machines, raw materials, funds
and skilled workforce. Investment in machines, buying raw materials, salary to employees,
marketing activities and transformation cost can increase the overall cost of the company. The
main segment and target people of this company will be restaurants, families, youth and
corporate offices.
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Principal issue related to topic
According to Bah, Gauthier and Qi, (2016) there are different challenges are faced by
organization in process of business expansion. Business expansion is one of the most difficult for
the business organization to launch their business in new market place in other country. Randiva
will have to face financial issues when it will open a new business, as transformation of kernels
into ecological process would be cost occurring business as it requires big machines and big
investments. Apart from this firm will have to hire large number of employees so that according
to demand products can be produced and supply in Tunisia market. Another major challenge in
front of Randiva will be handing and convincing the corporate offices and other consumers why
they have to start using this coffee. As competition is very high and people are addicted to sue
one kind of coffee. Hence this would be another challenge to educate people with benefit of
ecological coffee. Generating profit will be another difficult aspect for Randiva because initially
it will require huge sales otherwise cost will not be recoved hence profit generation will be key
principle issue for the Randiva. Meeting needs of consumers will be challenging as consumers
like to have best quality coffee and if Randiva fail to meet their need then it will fail to success in
market. Hernce it will have to ensure processing of right quality material to produce quality
ecological coffee.
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CHAPTER 3- METHODOLOGY
Selection of clear aims and objectives
The aim for the applied research is to develop a business plan for Randiva company to
launch ecological coffee that is made of dates seeds in Tunisia. Objective of the research is to
evaluate the market size and opportunities in Tunisia market for food and beverage sector.
Another objective is to analyze the business idea and its possibility in target market and to
analyze current market situation of target market to develop business plan for company.
Theoretical and applied research methods knowledge
In order to conduct this research, researcher will make use of appropriate research
methodologies like for example data will be collected with the help of secondary data. It will
also utilize appropriate approach and thematic analysis for doing research. Feasibility and
viability of applied research will also be checked by researchers.
Concepts and theories for doing strategic analysis
As per Masulis, Pham and Zein, (2019) strategic analysis is a process that is used by the
organization that includes researching about the business environment that can help the company
to develop new strategies which are effective to lead the organization to the success. There are
different strategic analysis processes are used by the company in order to evaluate the business
environment for organization in target market. For the internal and external condition evaluation
there are different strategic analysis can be used. For the internal environment analysis
organization can use SWOT Analysis and porter value chain model. This model can help the
company to find internal capabilities to perform different business activities. For the external
evaluation process organization can use PESTEL analysis and Porter value chain analysis. This
is how different strategic model can be used by the organization for business environment
evaluation.
Appropriate models
Strategic analysis is a process of researching and analysing business environment in
which company wants to operate. In the context of Randiva, it can be said that it wants to
transform date seed into ecological coffee. For making its business successful it is important to
identify its own strengths and weaknesses which are:
16

SWOT Analysis
Strengths
 The main strength of this product or business is it has several health benefits and an array
of nutraceutics for healthy survival and disease prevention.
 Randiva has skilled workforce and technical staff.
 This ecological or sustainable coffee has great positive impacts on the environment.
Weaknesses
 Labour cost and investment tend to be higher in organic or ecological coffee than in
organic which can decrease profit margin.
 Lack of flexibility as it requires certification which is a time-consuming process.
Opportunities
 Competitive advantages opportunities can be taken by attracting people.
 High demand of ecological coffee in Tunisia is other opportunity for the company.
Threats
 Lower profit margin and higher investment or labour cost is the main threat.
 Risk involved in pesticides is other threat.
PESTLE Analysis
Political: In this context, it is stated that businesses of coffee of Tunisia are dependent on
international trade. After the civil war in Libya, many migrants and people of Libya decided to
stay in Tunisia. In the context of coffee, it is stated that coffee companies of Tunisia offering
coffee to Libyans at subsidized prices. Due to these prices and political stability, Libyans buy
coffee in large quantity.
Economic: Economical condition of Tunisia in effective. Due to disposable income
people invest in food materials and in coffee. Consumption in coffee is increasing with changing
consumption patterns (Athmouni and et.al., 2016).
Social: In this context, it is stated that Libyans and people of Tunisia are becoming more
health conscious. Rather, a regular coffee they seek organic coffee which does not harm their
health. So, this factor can have positive impact on the performance of Randiva as it wants to
transform Kernels of Dates into Ecological Coffee. Annual consumption of coffee is
approximate 30'000 tons per year which is equal to 2.5 kg/year/capita (The Tunisian coffee
scenario, 2019).
17

Technological: An effective use of coffee machines and genetic engineering can increase
competition for Randiva. By making an effective use of machines and genetic engineering, they
modify produce at the genetic level in order to improve taste, yield etc. But on the other hand,
this genetically engineered coffee has some side effects so, some consumers do not prefer it.
Legal: There are several laws regarding food and coffee which needs to be followed by
this company. Coffee contains large amount of caffeine so, it is important to follow caffeine
standards. These standards of Tunisia is becoming tighter and strict but by providing organic and
Ecological Coffee Randiva can solve this problem.
Environmental: Sustainability is one of the important environmental factor which need
to be considered by Randiva. Maintaining sustainability and by performing sustainable farming
process, company can take competitive advantages (Samuel, 2017).
Porter's 5 forces
It is also important for Randiva to identify market trends and competition in the coffee
industry of Tunisia. The main aim of analysing porter's 5 forces is to make strategies accordingly
and take competitive advantages. 5 forces of Porters' are:
Bargaining power of buyers: Bargaining power of customers in coffee industry of
Tunisia is low because prices of coffee is already low. Coffee companies offer coffee to people
at lower prices. Cost is also lower. So, it can be beneficial for the company (Zlaoui and et.al.,
2019).
Bargaining power of suppliers: Suppliers bargaining power is also moderate because
there is no multinational company. All cafes are at small levels. So, there is a high intensity of
this power.
Threats of substitute products: It is stated that in Tunisia, come coffee from Uganda
and Congo is also available. But it is available to only small level and extent. Intensity of
Substitute products in this industry in moderate.
Threats of new entry: There is no requirement of heavy investment. There are already
several cafes who provide coffee to customers at lower prices. So, there is a high intensity of
new entry.
Competitive rivalry among existing players: In the context of competition, it is stated
that big coffee players as like Starbucks and McCafe are totally absent. There are all small cafes
18

but no international company. There is low intensity of this force (The Tunisian coffee scenario,
2019).
Selection of aims and objectives
Aim –
“To open business of transformation of Kernels of Dates into Ecological Coffee in
Tunisia: Company Randiva.”
Objectives -
To evaluate the transformation process of kernel date into ecological coffee.
To analyse current coffee market of Tunisia and identify target market.
To evaluate feasibility of ecological coffee in Tunisia.
Selection of research methodology
In order to conduct this research, researcher will make use of appropriate research
methodologies like for example data will be collected with the help of primary and secondary
data.
Research type: There are two types of research one is qualitative and another one is
quantitative. In qualitative research type, only theoretical frameworks are being analyzed by
researchers. This type of research can be conducted through open-ended questionnaires. Other
type of research is quantitative in this interpretation of subject matter is done on basis of
numbers. It is fully based on numerical facts and figures. The researcher analyses the data with
the help of statistics and hopes the numbers will yield an unbiased result that can be generalized
to some larger population. Abnormalities can be found while obtaining result through
quantitative data. For the present research, qualitative data will be used. Qualitative research
provides a more realistic feel of the world that cannot be experienced in the numerical data and
statistical analysis
Research approach: There are two types of research approaches one is inductive and
other is deductive. Inductive research approach basically consists of effective analysis of
observation and theories so that end results can be obtained. Deductive approach includes
19

collection of information, making hypothesis on basis of it and providing results on basis of
hypothesis which is being developed. It can be used for having complete understanding of topic
or subject better. For the present research, inductive approach will be used.
Sampling: Sampling is simply stated as selecting a portion of the population. Simple
Random sampling the selection is totally random. It is also known as methods of chances. No
biasness exists in this type of research.
Primary and secondary market research
Data collection basically means gathering, analysing and interpreting information. Data
can be collected with the help of various methods like primary and secondary. The main aim of
this research project is to transform Kernels of Dates as Ecological Coffee and for which
company needs to identify all factors which can affect it in both positive and in a negative
manner. For this purpose, Randiva conducts primary and secondary research. In this research it
identifies current market trends in Tunisia about coffee. Needs and demands of people of Tunisia
about coffee. Political stability, laws regarding this, technological factors, intensity of
competition etc. For getting all these information’s, researcher and the company will make an
effective use of secondary data collection. In this type, it will get information’s via internet or
social media. By getting data about current trends and needs of customers in the country,
researcher will collect relevant information’s.
In primary data collection, it is actually raw information which is not finished. This type
of data requires lots of time. Main source of collecting data includes observation, survey,
questionnaire. This type of data collection method consumes lots of time and also lots of money
needs to be invested in it. Secondary data is basically that information which is been collected
with the help of articles, journals, published literature. It is processed data. In comparison to
Primary data, this type of information is really easy to collect and analyse. This type of data is
being readily available from other sources.
Research limitations
The main research limitation of this business plan is, company or researcher focuses on
secondary data and do not focus on observation and survey. Due to lack of survey, questionnaire,
they cannot know the actual needs, demands of customers as what they like and seek actually.
With the help of survey and questionnaire, company can get relevant and accurate informations.
20

Investment is high in transforming Kernels of Dates as Ecological Coffee and not getting
effective source is one of the main limitation of this study. By getting and analysing each source
of finance, it can be made more successful. Getting informations about Tunisia regarding coffee
is one of the main important element on which basis, company can make its business successful.
By transforming Kernels of Dates as Ecological Coffee it wants to improve health of people as
well as increasing sales by providing ecological coffee to others.
Feasibility
Selected product and service is really feasible; it has high scope in market. Market research
has been done to check the viability of product and service which is being made available for
consumers. The demand of coffee is higher and also have good price in the international market
but the farmers are getting poor price due to the lack of processing facilities and the proper
marketing channel. So company needs to lay emphasis on their marketing channels so that
product can be made easily available to target market. This will help them in making their
product like by large number of consumers.
Product and Service: It has been analysed that Randiva a new start-up company, there
business is based on transforming Kernel of dates into ecological coffee. Coffee made from date
kernels is produced, know-how to obtain a drink that contains numerous virtues, among which as
a digestive. Randiva will be engaged in developing traditional practice in order to obtain this
drink which is similar as Coffee but this do not include caffeine into it. Dates will be cleaned by
in order to remove the white film which is places in between fruit and Kernel. Date seeds will be
placed out in sun so that the humidity and moisture from seeds will be removed. Company will
be engaged in making use of high quality of date seeds to make best ecological coffee which can
be drank by health conscious consumers. The drink will be given various flavours by Randiva a
new start up cinnamon, ginger, peeper and many more. Ecological Coffee can be drinking by
users hot in morning or during evening type. It has been analysed that this coffee is mostly drank
by elderly people as younger generation is highly involved in drinking commercial coffee. This
ecological coffee provided by Randiva will be better tasting, better for health and also will better
for environment. With emerging market like North Africa ecological coffee will surpass demand
of commercial coffee one day. Randiva will be transforming Kernel Seeds. This ecological
21

coffee will be free of chemical pesticide residue, really does taste better; it also represents
something tangible that you can do to lessen (however minimally) your impact on the
environment. This type of coffee is basically being generated so that individual who are obese
can lose weight. It will also assist them in enhancing their health outcome by making
improvising their digestive system. Kernel dates are being used to produce the ecological coffee,
these dates have several health benefits which Randiva will also give in ecological coffee. Like
for example these dates are useful in preventing DNA from damage, they are also being used in
treating blood sugar. So health conscious people can be engaged in drinking this. Also new start-
up company will be engaged in making use of high quality Kernel dates to make ecological
coffee.
Industry: Ecological or sometimes can be said as organic is the latest buzzword and the
food and beverage industry is one of the frontrunners in adopting it to grow its sales. It has been
analysed that various companies are been engaged in transforming Kernel date seeds into
ecological coffee without making use of any pesticide or fertilizers. It has been analysed that this
beverage accounts for around one third of the ecological beverages which is being sold in world.
It has been analysed that market related to Ecological coffee is been analysed to grow at a
healthy clip in the upcoming time as more and more people are becoming health conscious.
Market: In Norther Africa Tunisia the ecological coffee market is growing at an increasing
pace, it has been analysed that market has grown to 7.5%. More resources were divided into
agricultural industries like coffee, People are engaged in drinking ecological coffee because of
their health, as they are becoming more health conscious day by day. It has also been analysed
that locals are highly engaged in increasing liking for ecological coffee. There has been an
increase in long term demands of coffee beans.
Financial feasibility issues:
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Gantt Chart
34

CHAPTER 4 Data Analysis
Strategic management strategies
From the above basis, it can be said that strategic management strategies plays an
important role in business development plan and transforming an existing product into
innovative product. It can also be interpreted that by developing strategies, organisations can
develop it business plan and can accomplish its goals. The main aim of developing business plan
as well as strategic development plan is to increase sales and revenue of an organisation as
compared to previous years. Financial feasibility is basically one of the most important strategic
management strategy which is being used by organisation and thus helps them to achieve their
goals well as objectives (Consonni, Polla and Cagliani, 2018). Financial feasibility is mainly
35

degree as well as extent to which the strategy, project or program is financially possible as well
as attractive. This strategy mainly helps the organisation to analyze that whether the strategy
which they have made will eventually increase their profit and revenue ratio or not and whether
will be worth or not. It is highly essential to analyze the financial feasibility in order to forecast
as well as evaluate the cash-flows, break-even point etc and to take the various financial test for
determining viability of strategy or particular idea.
From the above financial data and financial feasibility, it can be said that initially sales of
the company was decreasing and cost was increasing. It was affecting its performance and
revenue in a negative manner. But gradually, it increases sales which helps it out in making
profits and improving revenue. So, it shows the importance of performing financial feasibility
and using different strategies. The main advantage of performing financial feasibility is that it
helps the organisation to analyze that feasibility of given project, idea or strategy. Besides this,
financial feasibility also helps in determining the various costs which are associated with the
project along with examining revenue as well as income statements. The financial feasibility of
Randivia shows that initially it was not performing well and liabilities and loss were more than
their assets and profits. Thus, in this scenario the idea of producing and offering ecological and
organic coffee will be highly viable for the company and will help to improve the financial
performance of Randivia. As the people of Tunisia are highly focused towards health and its
coffee market is on milestone from past few years thus in this scenario, bringing this new idea of
ecological coffee will be highly beneficial for Randivia and thus will help to grasp a great market
share (Bravo-Monroy, Potts and Tzanopoulos, 2016).
From the literature and views of authors, it can also be said and analysed that business
canvas model plays an important role in developing a business plan and management strategies
because it helps companies in telling all key players, distribution channels and all supportive
things by which company can accomplish its goals and increase sales. Business canvas model
does not only tell companies about key players but it also helps them out in identifying about the
intensity of competition in the industry and in a country in which company wants to operate.
Above discussed business model, effectiveness of strategies can be identified. From the
above, it is analysed that corporate offices, food outlets and other coffee farmers are key
competitors for Randiva in Tunisia. It can create several problems or barriers in the path of its
36

success and accomplishing goal of transformation of Kernels of Dates into Ecological Coffee
and satisfy customers (Schnabel and et.al.,2018).
Selection of strategies for success
It is analysed that strategies plays an important role in accomplishing pre-determined
goals. Financial feasibility is one of the main important strategy by which company can analyse
and see the difference between sales and profits. On the basis of this analysis it can make
changes in its others strategies like marketing, increasing strengths for increasing sales. From the
financial feasibility it is analysed that company has made growth in last years. Initially sales of
the company was decreasing but with the help of using strategies, it makes changes in way of
performing. This analysis helped it out in accomplishing goals. In the context of selection of
strategies for success, it can also be said that PESTLE analysis model and Porter's 5 forces
analysis model plays an important role. Both these models help it out in analysing external
business environmental factors which can have impacts on its performance in a critic manner. By
analysing all factors and identifying intensity of competition in the market, it can improve
effectiveness of its performance by recruiting effective workforce and focusing on training and
development programs.
The PESTEL model is one of the highly imperative model which is being used by various
organizations in order to develop the strategies for their success. PESTEL model basically helps
the organizations to assess external environment which is impacting their business and overall
operations and helps companies to develop the various strategies in order to overcome the
negative impact of the various external forces. Randivia has used PESTEL model for evaluating
the various factors which is impacting its business and thus will affect its new idea of ecological
coffee. Like from literature review, it has been found that the political factors are impacting this
organization to a great extent as Randivia is mainly dependent on the international trade. There
has been a great political stability in Tunisia after the Libya civil war and this will affect the
ecological coffee in high level (Poudel, Mishra and Johnson, 2017). Due to this war, most of the
people in Tunisia have become highly dependent on Coffee and coffee culture has boosted due to
their purchasing of coffee and coffee made products in high number. In this scenario, this will be
highly beneficial for the company to bring ecological coffee. Besides this, another factor which
is economic factor will also impact the ecological coffee in a great way. It has been derived from
literature review that due to high disposable income of the people in Tunisia, they generally
37

spend a high amount on luxury items and food products and this will be advantageous for
Randivia as due to introduction of organic coffee, people will spend heavy amount on it due to
great income.
SWOT analysis is the another strategy as well as model which is being used by
organizations for analysing the effectiveness of their strategy. SWOT analysis plays an important
role within organization and thus influences the overall functions of the organizations. The main
reason of using SWOT analysis as the strategy for achieving the goals and objectives is that it
allows organizations to evaluate their strength as well as weakness along with threats and
opportunities which directly or indirectly impacts the functioning of organization. Randivia made
use of SWOT analysis in order to analyse the effectiveness of its new idea ecological coffee. The
literature review has shown that major strength of Randivia is that it is widely known for
providing products inculcated with various health benefits. Thus, through strategy will help the
company to effectively take their new strategy of organic coffee in markets of Tunisia. Besides
this, major weakness of organic coffee of Randivia is that it generally requires high amount of
investment. The data gathered from literature review shows that in order to overcome this
problem, Randivia can firstly make effective utilization of the sources for reducing waste and
secondly, it should search for effective sources of fund like banks providing loans at low interest
rates. Along with this, the major opportunity available to Randivia and ecological coffee is that it
will help to provide an edge over the competitors due to growing concern of people towards
health consciousness. In order to mitigate the major threat of risk of pesticide, Randivia can
make use of organic as well as non-toxic methods for processing of coffee from dates.
Porter five force is the another most effective strategy which is being used by
organizations for analyzing the effectiveness of their strategy as well as for analyzing the various
competitive forces that might impact their new idea, process or overall operations. This strategy
basically has helped Randivia to identify the various market trends as well as level of
competition which prevails in the market for their new idea of ecological coffee. Literature
review has shown that as the bargaining power of customers is often low in coffee industry
within Tunisia thus it will help Randivia to high extent. In order to tackle this risk, Randivia can
provide high quality in its ecological coffee at much low price in order to initially penetrate
market of Tunisia. Besides this, the bargaining power of suppliers for ecological coffee is
generally moderate.
38

According to the data of literature review, for overcoming this risk, Randivia can increase
its supply chain by diversifying the number of suppliers instead of depending on few. As the
threat of the substitute product for ecological coffee is moderate thus for reducing the impact of
this force, Randivia can increase the quality characteristics as well as attributes of ecological
coffee. As per the above data from literature review, it has been estimated that Egypt is the
leading producer of dates and thus company can use natural species of dates from Egypt which is
leading country in dates for making the high quality ecological coffee. Thus, it will be difficult to
substitute this product at high level. On the other hand, in this context, it is also interpreted that
marketing mix is one of the main strategy which can develop business plan of an organization.
Marketing mix has all information related to products and services of an organization which
provides value to customers and help the company in retaining them.
As per the above literature review, Sustainability plays an important role within an
organization whether small or big and thus is the major determining factor towards success of the
organization. Sustainability basically focuses on attaining as well as meeting the demands as well
as needs of the stakeholders without making any compromise in quality as well as ethicality.
Concept of the sustainability mainly stand on the three pillars which are economic, social as well
as environmental and thus are known informally as profits, people and planet. It is highly
essential for the organization to practice sustainability within its organization and thus helps
them to achieve competitive advantage. The sustainability will help Randiva to gain a great
market share in Tunisia and thus establish a great position in its markets. The major idea of this
organization to convert kernel dates into organic and ecological coffee will not only help the
company to attract customers of Tunisia but will also help to establish its long-term relationship
with its customers.
Literature review has shown that Randivia for producing ecological coffee from dates has
made use of various natural resources which will be highly beneficial for the future generation
and will help to exploit the future opportunities. According to literature review, in its production,
energy efficient machineries has been used which mainly uses the natural resources and thus will
help Randivia to take its business plan with greater efficiency. Besides this, in its production as
well as manufacturing there has been exploitation of the natural resources which will help to
keep the environment safe and pollution free (Aparecido and et.al.,2017). Like for example- after
the conversion of dates into coffee beans, these beans has been dried naturally under the sun.
39

Along with this, the highly efficient wet-mill process has been used for washing as well as
fermenting the coffee beans in order to remover its skin and pulp. This use of sustainability by
Randivia in each and every aspect of its conversion from dates to coffee will help the
organization to enter the new market of Tunisia effectively and will also assist to attract more
and more customers.
The data from literature review has shown that along with this, this will help this
organization to effectively implement this business plan and will help to achieve their overall
goals as well as objectives. As one of the major aspect of the business plan of Randivia is to
increase its brand awareness among the customers of Tunisia thus by providing this sustainable
product, organization will not only entice the customers of Tunisia but this will also help the
company to take their brand message to larger geographies. Along with this, by inculcating
sustainability in its every aspect whether it is production, supply chain or marketing, Randivia
will be able to attract the large number of investors for investing in various activities of
Randivia. As this conversion of kernel into coffee uses the natural resources thus this aspect of
sustainability will also help company to reduce the amount of waste and utilize the available
resources in the most sustainable manner and in effective manner.
Development of the business model
Business model is basically the plan which organizations design and develops for
recognizing the various sources of revenue and for successfully implementing the various
operations of the business. There are range of business models which helps the organizations to
achieve competitive advantage by properly analysing the needs as well as demands of the
customers and thus helps to take the brand message to wider audience. These business models
mainly helps the organization to assess the various competitive forces, internal factors, external
factors which directly or indirectly impacts operations and activities of the organization.
Selecting the right business model is highly essential for each and every organization in order to
take their innovative product to large audience and to properly deal with the negative impact of
the various factors which impacts or might impact their overall operations (Velmourougane,
2016).
As per the literature review, Randivia has mainly used a range of business models in
order to properly evaluate the various factors and forces which will impact its new idea of
converting dates into ecological coffee. The organization with the use of SWOT analysis,
40

PESTEL analysis, Porter five forces have been able to analyse the various factors which are
currently affecting their business. The most effective model which has been used by Randivia is
business model canvas. Through this model, organization has been able to assess that who are
their key players, who are their customers, suppliers, competitors etc. This model basically has
provided a big picture to the organization regarding the various entities which are directly or
indirectly involved in the operations of the organization as well as will affect its new idea of
ecological coffee.
Literature review has shown that the main advantage of this model which has helped this
organization to implement its business plan effectively is that through this model, organization is
able to gain a deep insight of how their major activities like supply chain, overall conversion will
lead to the proper establishment of idea in markets of Tunisia. Besides this, canvas model has
also helped the organization to ensure that whether their innovative idea will be successful or not
and have assisted in the overall mapping process that how systematically as well as in sequential
order various activities will take place (Trevisan and et.al.,2017). Thus, in this way business
model plays an important role and most importantly selecting the right model for achieving the
various goals and objectives of business plan is highly significant. The use of business model
mainly helps the organizations to visualize the various aspects of their operations and helps in
implementing the plan effectively. It has been found from the literature review that the major key
activities of Randivia converting kernels of the dates into the ecological coffee through the
effective farming. Literature review has shown that the value preposition of company which is
separating it from its competitors is the quality of ecological coffee derived from kernels and
thus is major replacement over the coffee appliances.
41

Chapter 5: Conclusion And Recommendations
RECOMMENDATIONS
On the basis of above study, it is recommended to Tunisia on utilization of Kernels of
Dates for making Ecological Coffee that company should focus on business environment
analysis. Developing a business plan or launching a new product is not an easy task. There are
several factors which occur in the path of the success such as political condition, environmental
laws of a country and place in which company wants to operate. So, in this context, it can
suggest that company should focus on environmental analysis and analyse its own strengths and
weaknesses by which it can make its strategies accordingly in an efficient manner. From the
literature review chapter, it is analysed that industry review plays an important role (Pieracci and
et.al., 2018). There are several factors which are increasing competition so, for the company it is
important to analyse coffee industry in order to know current trends, demands of customers,
profit margins, sales etc. By doing industry analysis, company cannot only develop its business
plan and expand its business but can also take competitive advantages by increasing customers'
satisfaction. In addition, in the context of business plan development, I get to know that
marketing plays an important role. If an organisation wants to launch a new product or making
some changes in an existing product then it requires to make its target market aware about
characteristics of products and services. Unless people get to know benefits of new products,
they won't buy products. Promotion as well as 7 p's of marketing is considered the main key of
the success of new product launch. So, it can be suggested to company that it should focus on
performing marketing activities and providing all details to customers regarding product such as
prices, place from where they can get products etc (Carvalho, Carvalho and Souza, 2019).
It can also be recommended to Randivia on the basis of above study that, it should
analyse all market entry ways in order to select the best one and increasing sales. There are
several ways of entering into a new market which has some advantages and disadvantages. By
analysing each entry way in a critic manner, it can increase profit margin in a new product and
can make a strong position in the market (Haider and et.al., 2017). It can also be said that pricing
and place is one of the main factor which affect and considered by people while making a
product buying decision. So, company should make an effective pricing strategy and selecting
the best distribution channel as per the needs and demands of its target market. In the context of
42

organic and economic coffee, it is analysed that many people still think that consumption of
coffee is not good for their health because it affects their health in a negative manner.
CONCLUSION
From the above study it can be concluded that utilization of Kernels of Dates for making
Ecological Coffee and offering to Tunisia is the great and viable business plan. This is unique
concept and can help entrepreneur in gaining success in the market. As Tunisia’s coffee industry
is performing well and there are high chances that company can grow well in the market. But
before starting the business it is essential for organization that to conduct market research in
appropriate manner so that needs of people can be identified and accordingly company can offer
them products and services. There are many varieties available in coffee hence it is essential to
know more about preferences of potential buyers so that same products can be offered to them.
This may help in attracting more consumers and generating profit as well. People of Tunisia are
more concerned about their health hence they prefer to use healthy products. Many professional
people like to spend time in coffee houses, they conduct meeting with staff in such coffee houses
and cafes. Apart from this students age between 15-25 spend quality time with friends in café. As
prices of coffee is affordable hence students take more interest in spending quality time in such
kind of places. Hence target market of the company is very wide and by attracting these
consumers firm will be able to generate profit and will be able to recover its cost significantly.
Above study summarizes as consumers mostly concentrate on quality of item, they think
that money paid by them have some worth hence they first check the quality of goods and then
make their mind to buy it. Hence it is very important for the new business which is planning
utilization of Kernels of Dates for developing Ecological Coffee in Tunisia so firm has to ensure
offers quality coffee products at affordable prices. That would help in attracting more buyers and
making people positive towards the brand. For establishing business successfully in the market
there is need to utilize finance and other resources in significant manner. As it would be better in
managing business operations in the new market successfully and controlling over cost as well.
Firm needs to ensure to hire skilled employees those who have experience of working in cafes
and same place. Apart from this treating these employees well would be better for the
organization in retaining talent and serving end users in significant manner.
43

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