Business idea assignment : Indian Coffee House

Research Dissertation
(A Business Idea of Indian
Coffee House)

Table of Contents
BUSINESS IDEA............................................................................................................................2
Realistic description of the business idea and mission statement..........................................2
Innovative and unique selling points are well justified..........................................................3
Key transactional relationships, partners and stakeholders are described..............................5
Key issues using analytical framework such as PESTLE .....................................................6
POTENTIAL CUSTOMERS AND STAKEHOLDERS................................................................6
Identify and describe customers, partners and stakeholders..................................................6
Analysis of customer's needs, wants, preferences and characteristics...................................7
Estimate the number of customers and expenditure expected................................................8
ANALYSIS OF COMPETITION AND MARKETING STRATEGIES......................................10
Strengths and weakness of competitors................................................................................10
Marketing strategies are develop based on these findings and industry..............................10
Marketing includes realistic product, pricing, placement and positioning strategies...........11
Critical success factors.........................................................................................................12
REFERENCES .............................................................................................................................13

Illustration Index
Illustration 1: Gift pack of coffee sachets........................................................................................4
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BUSINESS IDEA
Realistic description of the business idea and mission statement
The product offered to customers is of superior quality Indian coffee blended with
western touch. However, it involves roasted and unroasted coffee beans. The product that is
focused by entrepreneur to serve within coffee shop is “Espresso” which is Indian coffee made
from selected coffee beans. Such product is selected because of majority of Indian people
residing in New Zealand (Davenport & Beck, 2013). The present business idea includes Indian
Coffee House and firm focuses upon involving different blends and flavours of coffee to attract
customers. Main significance is given to Indian filter coffee made from coffee beans procured
from varied states of India so that Indian customers can be attracted towards business. Hence, it
helps in increasing the sales and profitability of firm. Business aims to serve different flavours
and blends of coffee to target market and satisfy their needs. They also involve organic coffee
within their menu as it is currently the need of clients (Matzler & et.al., 2013). Thus, the product
category is classified upon its flavours and concentration of coffee. Indian Coffee House can be
innovative and unique by undertaking these major steps within their business-
 Carefully navigate the trends
 Need to hire skilled employees
 Free Wi-Fi to attract customers
 Small library so that coffee lovers can spend their time reading their favourite authors
 Build a culture of taking good care of people
 Gift packaging of coffee sachets
Further, in order to grow in the market and overcome international competitors, firms
should involve varied list of coffee products in order to meet the needs of diversified consumers.
It is also essential for business to value its customers needs and identify the coffee culture in
New Zealand. As people living here demands high quality coffee involved with different
flavours. Firm also focuses upon providing roasted and unroasted coffee beans to people who
prefer to use homemade coffee (Zikmund & et.al., 2013). Therefore, in order to become
successful in market, firm needs to offer wide range of coffee flavours to satisfy each and every
individual needs. Coffee business is very effective in New Zealand because people living here
considered coffee as an essential pat of their social life.
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