Business Research Project on Coffee Industry and Coffee Shop
Added on 2020-06-06
12 Pages2753 Words83 Views
MarketingHigher Education
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BUSINESS RESEARCHPROJECTSTRATEGICCH
Table of ContentsINTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................11.1 Project Proposal................................................................................................................12.1 Methodologies..................................................................................................................43.1 Evaluation.........................................................................................................................5CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONThe coffee industry and coffee shop business has boomed in recent years, especially withregards to speciality coffees (Bruhn, Schoenmueller and Schäfer, 2012). The market forspeciality coffees has grown as consumers become more educated about espresso-based drinksand how they are made. According to a National Coffee Association Annual Drinking TrendsSurvey, speciality coffee consumption has risen from 9 percent in 2000 to 16 percent in 2004.Every single day, more than half of the adult population drinks coffee, 108.9 million people. TheUnited Kingdom's account for 52 million of those coffee drinkers and these numbers are raisingin a huge amount.TASK1.1 Project Proposala)Aim: Kaffeine will make its best effort to create a unique place where customers can socializewith each other in a comfortable and relaxing environment while enjoying the best brewed coffeeor espresso and pastries in town. We will be in the business of helping our customers to relievetheir daily stresses by providing piece of mind through great ambience, convenient location,friendly customer service, and products of consistently high quality. Kaffeine will invest itsprofits to increase the employee satisfaction while providing stable return to its shareholders.Objectives:Types of Coffee which are consumed by modern generationAccording to the study of Castronovo and Huang, (2012) it is evaluated that Customizingaccording to interests in local markets is a way for coffee shop owners to create loyalty andincrease sales. Espresso and other speciality coffees are becoming popular in quick servicerestaurants. While consumption of gourmet coffee has remained steady, purchases of espressobeverages have risen from 4 percent to 7 percent. Gourmet coffee had been the strongest growingpart of the market, but recent studies have shown that that the trend toward occasional drinkers iscontinuing while espresso drinks continue to rise in popularity. Speciality coffees seem to bemost appealing to younger adults. The 25 – 34 age group accounted for one-quarter of specialitycoffee orders in 2000 and only 10 percent of the regular coffee orders. Those 18 – 34 years oldhave increased their speciality coffee purchases at table service restaurants in the last two years.1
One-third of regular coffee orders are placed by consumers 65 and older, while that groupaccounts for less than 10 percent of speciality coffee orders.Coffee Shops and Wireless TechnologySuccessful coffee shop owners have moved past just selling coffee to creatingenvironments that encourage longer visits: surfing the Internet, working from their laptops, orcommunicating with friends, family, and colleagues. Wireless technology is changing the waypeople live (Chu, 2011). Hotspots (internet access areas that deploy wireless technology) can befound in airports, hotels, and coffee shops. Some offer free access while others require paidsubscriptions. Offering free wireless Internet in a coffee shop is one sure way to boost thechances of success. People are now given the option to make a connection over a cup of coffeeand over the internet.STRATEGIC CHANGES IN POSITIONING As per research done by Goodrich and De Mooij, (2014), Consultants, in UnitedKingdom, Kaffeine are having about 70% of all coffee outlets. The consumption demand inUnited Kingdom is not very high as compared to US or European countries, but it still exceedsthe supply. In his words, “If Kaffeine can add another 1,000 cafés in United Kingdom over thenext three years, it is going to be invincible and will see partnership opportunities in overseasmarkets coming its way” Healthy battle has been brewed among the coffee retails in UnitedKingdom. The main competitor Marketing Research: Feasibility Of Opening A Kaffeine hasstarted radical experiments with food in its outlet with success. So Kaffeine has also turned itsfocus towards more food items in its outlet. Kaffeine started as a coffee center which willprovide both well-brewed coffee and Internet access .Now it is trying to energize and stratify itsbrand. The branding overhaul—new logo, new cup and crockery designs, new wall paint and,even, coffee machines that produce better brewed coffee—is starting in Bangalore and will soonspread to other cities. As a strategy to reduce operational cost and maximize 3 profit, Kaffeineconcentrates on opening its new outlets only in cities where it can open a number of outlets.b) Timed research planA chart in which a series of horizontal lines shows the amount of work done orproduction completed in certain periods of time in relation to the amount planned for thoseperiods. Thus, it is very helpful for Kaffeine while conducting a research in order to understandthe marketplace.2
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