Business Portfolio: Establishing a Customised Coffee Shop

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BUSINESS PORTFOLIO
OWN BUSINESS- ‘CUSTOMISED COFFEE SHOP- WE ROAST YOUR COFFEE’

Table of Contents
TASK 1.............................................................................................................................3
PART A............................................................................................................................ 3
NAME OF BUSINESS..................................................................................................3
BUSINESS ACTIVITY WITH JUSTIFICATION............................................................3
SECTOR.......................................................................................................................3
GEOGRAPHIC LOCATION\OPERATIVE LOCATION.................................................3
CUSTOMER'S NEEDS.................................................................................................4
COMPETITORS IDENTIFIED WITH JUSTIFICATION.................................................4
PART B............................................................................................................................ 5
BUSINESS OBJECTIVES............................................................................................5
OWNERSHIP FORMS................................................................................................. 5
TASK 2.............................................................................................................................6
PESTEL ANALYSIS..................................................................................................... 6
TASK 3.............................................................................................................................7
PART A............................................................................................................................ 7
LAUNCHING OF EVENT............................................................................................. 7
PART B............................................................................................................................ 8
BUDGET.......................................................................................................................8
TASK 4.............................................................................................................................9
MARKETING OBJECTIVES.........................................................................................9
TARGET MARKET.......................................................................................................9
MARKETING STRATEGIES.......................................................................................10
MARKETING MIX.......................................................................................................10
REFERENCES...............................................................................................................12

TASK 1
PART A
NAME OF BUSINESS
The Name of the business selected is ‘CUSTOMISED COFFEE SHOP- WE ROAST
YOUR COFFEE’.
BUSINESS ACTIVITY WITH JUSTIFICATION
This business idea selected is to open a coffee shop on Oxford Road which will be near
The University of Manchester. This customised coffee shop will help the students to
create their own kind of blend of a world-class coffee in accordance with their needs.
The business will have a customised coffee machine that will help to custom the orders
(Folmer, 2014). The customised coffee shop will provide the customers to customise
their coffee in accordance with sensation, not the flavour (McKenzie, 2017). The
customisation will also allow deciding the weight and texture of coffee and add the
highlights of choice such as tones and the flavour intensity (Zhang et al., 2013). This
coffee shop will also allow customising the roast and building the flavour nuances
accordingly. Another choice for the customer available will be the choice of the beans
from Colombia, Costa Rica, Colombia decaf, Tanzania Peaberry and so on. Thus by
using all these preferences as a base for every customer customised coffee will be
offered to give the perfect satisfaction to the customers (Folmer, 2014).
SECTOR
The sector of the business is the food and beverage sector.
GEOGRAPHIC LOCATION\OPERATIVE LOCATION
The operation of this customised coffee shop will be at Oxford Road aiming to attract
maximum customers and mostly the students of a nearby area as well (Armstrong et al.,
2015).

CUSTOMER'S NEEDS
Due to varying stress level tastes and preferences, different customer segments require
a different blend of coffee with a different texture. Thus this customised coffee shop will
help in fulfilling those customers’ needs by creating a custom blend (Boland et al.,
2010).
COMPETITORS IDENTIFIED WITH JUSTIFICATION
The main competitors of Custom Coffee shop include the Muster Custom Coffee,
Starbucks and Costa Coffee. As these are well-known brands for coffee since years and
some loyal customers still prefer these brands (Boland et al., 2010).

PART B
BUSINESS OBJECTIVES
The Business objectives of Customised coffee Shops is to provide students and the
customers with an experience of customised coffee which caters to their needs in the
form of texture, taste, acidity, roast and so on (Folmer, 2014). This helps in capturing
the audience with different tastes and preferences that do not get coffee as desired from
traditional coffees outlets.
Therefore the main business objectives of Customised Coffee Shop are as under:
 To capture the students and professionals who seek for best-customised coffee
experience in London (Boland et al., 2010)
 To expand its operations across London in the coming years near all universities
 To enhance the profits and deliver value to the customers in return of prices paid
OWNERSHIP FORMS
For Customised Coffee, the ownership forms available include many options such as
Joint venture, Cooperative business, sole traders and owner-manager. But in
accordance to the needs and the demands of the business currently, it is advisable for it
to go with the owner-manager form which will not require much funds and risk will also
be minimum (McKenzie, 2017).
Sole owner will have few advantages for Customised Coffee Shop such as it will not
require any delegation and will lead to more profitability where high authority will be laid
in the hands of the owner and there will not be any partner involvement (Aguilera and
Crespi-Cladera, 2016).

TASK 2
PESTEL ANALYSIS
Through the PESTEL analysis, Customised Coffee Shop will analyse the external
factors which may affect the business which it will open at Manchester, UK.
Political Economic
 It will have a burden to pay a tax of
new venture
 There are many students who went to
respective nations due to the Brexit
leading to a reduction in the target
audience (Armstrong et al., 2015)
 The purchasing power of the
customers have been reduced due to
inflation
 Due to financial crisis profitability will
be impacted (Boland et al., 2010)
Social Technological
 Due to the differences in changes in
the preferences of the customers,
Customised Coffee will face dynamism
 Values and cultural norms of
customers may create an impact
(Boland et al., 2010)
 Marketing techniques may get
impacted due to the changes in
technology (Armstrong et al., 2015)
 Online ordering and customisation will
take place with the help of
technological advancement
Environmental Legal
 The waste disposal will be monitored
effectively so as to minimise the
impact over the environment
 Effective sustainability measures will
be taken (Armstrong et al., 2015)
 Government rules and regulations will
be adopted so as to ensure the ethical
business operation (Armstrong et al.,
2015)
 Food safety laws and hygiene
regulations will be effectively followed

TASK 3
PART A
LAUNCHING OF EVENT
For occupying popularity of the Customised Coffee shop and promoting it among wide
customer base an event will be organised nearby the universities and the community
which will emphasise on generating the awareness of this new venture and will help in
attracting the target audience. It will invite the students from various universities and the
working professionals so as to generate awareness among them regarding the new
concept of customising their coffee in accordance to their need and wants (Tomlinson,
2013).
This event will be promoted with the help of the brochures distributed at universities and
the pamphlets so as to create a long-lasting impact over the customers.
The customised Coffee shop will provide the basic information to the customers who are
more inclined towards customised coffee and are more focussed towards preparing
their coffee in accordance to their own need to reduce stress and control their mind
(Boland et al., 2010).
This event has an estimation of 150 to 200 people as visitors and will be provided with a
virtual demo of how they can get this customised coffee at this shop. This will help in
informing them about the contents available, the flavours available and the type of
variety of beans that they can use to customise their coffee. Through the free samples
provided an opportunity to capture the customers directly from its competitor brand will
be a great option and opportunity (Tomlinson, 2013).
Small stalls will also be opened apart from the virtual demo that will help to bring about
more revenue by offering small packages of the ready-made customised coffee sachets
that customers can but for their families and friends who failed to become the part of the

vent. This will help in meeting the business objective of generating more awareness
among the huge customer base (Boland et al., 2010).

PART B
BUDGET
In order to be prepared for the vent to be organised effectively a budget needs to be
prepared so as to accomplish the needs of the 200 visitors that have been expected to
come at this event from nearby universities and workplace (Dudin et al., 2015).
Elements required Expected prices Source
Sample Packets £700 (Startups.co.uk,
2018)
Stall set up £60 (Startups.co.uk,
2018)
Decorations £90 (Partydelights, 2018)
Virtual demonstration set up £40 (Virtualrealityhire.com
)
5 employees for 3 hours 15x7,83=117,45 (GOV, 2019)
1000 brochures and pamphlets £80 (Colourstat.co.uk,
2019)
Furniture £540 (Zapmeta.co.in,
2019)
500 Paper cups £90 (Green Gate, 2018)
Total £1,775

TASK 4
MARKETING OBJECTIVES
The new business Customised Coffee Shop will be established with the motive of
expanding its operations over locations of the UK near every university so as to attract
the students and the professionals working to get the customised coffees in accordance
to their state of mind and taste preferences (Dudin et al., 2015).
This business will undertake the benefit of customisation of the coffee ingredients in
accordance with the needs and thus it positions itself in the market. This customised
coffee will be provided to the customers at affordable prices that too in high quality.
These will emphasis on the value of the product and the taste of the coffee (Armstrong
et al., 2015).
Therefore the marketing objectives of the Customised Coffee Shop will be as under:
 To boost customer satisfaction by providing the customers with a wide variety of
choices to choose from for perfect coffee
 To promote the new aspect of coffee for coffee lovers
 To provide customisation in taste and texture according to the needs of the
customers (Agarwal and Singh, 2016)
 To conduct the marketing and promotion such that the financial goals of the
business are achieved
TARGET MARKET
The target market for Customised Coffee Shop will be the students and the
professionals who usually need a cup of coffee in accordance with their mind and the
level of stress. This business provides such a segment with a choice to customise the
coffee according to their mood and preferences and thus capture the major customer
base. The target audience will be therefore the customers from every age group who
loves coffee and seek to have customised coffee (Agarwal and Singh, 2016).

MARKETING STRATEGIES
The Customised Coffee Shop is likely to adopt the strategy of product differentiation as
no one provides such service and facility to its customers to customise their coffee from
virtual display in accordance to the acidity, texture, taste, preferences, roast and choice
of beans (Schneider, 2015). These special features allow the customers to get attracted
and avail the benefits from customised coffee shops. It will offer the quality and valuable
products in return of the price paid by customers, therefore, leading to more customer
satisfaction and high profitability (Schneider, 2015).
MARKETING MIX
Customised Coffee Shop will adopt the following marketing mix in order to provide a
balance in its marketing strategy effectively so as to achieve its business objectives and
profitability. The four Ps of marketing mix will be employed by Customised Coffee Shop
which will include effectively the application of product, price, place and promotion
(Dudin et al., 2015).
Product
There are many customers that crave for different flavours, blend and textures of coffee
and fail to get the desired one (Fan et al., 2015). For the same Customised Coffee Shop
will focus on catering to these needs by providing customised coffee to its clients. The
product of Customised Coffee will be available to the customers in the form of variety of
options appearing on virtual screen that will display the options available to customers
which in combination when used will low customers to provide a memorable and
satisfying experience of having the desired blend of coffee (Fan et al., 2015).
Place
The place for this customised coffee shop decided will be the Oxford Road in
Manchester as it will help to captivate the attention of the university going students and
professionals that majorly are in need of coffee after a hectic schedule. Later it is
planning to further expand over the areas across London in coming years which will

attract the attention of other universities as well and boost its market share and
customer base (Fan et al., 2015).
Price
While devising the pricing strategy it will initially follow the nominal pricing strategy in the
initial phase so as to attract customers and render value to them in return. Later it will
utilise the penetration pricing strategy so as to penetrate the market with time and then
later it can hike the prices when it has taken advantage of its new concept and later sell
at high prices (Fan et al., 2015).
Promotion
The promotion will be conducted by Customised Coffee shops in the form of distributing
the pamphlets and brochures to the university going students and the professionals
initially at Manchester. Later it will start conducting social media campaigns so as to
attract a major portion of customers (Fan et al., 2015). It will also adopt the print media
as the promotional tool which will create a better impact over the experience of the
customers and leave a long-lasting impact over them. It will also go for conducting the
campaigns through events where it will attract the attention of the visitors and expand its
customer base.