Randiva's Business Plan: Ecological Coffee in the Tunisian Market

This project outlines a comprehensive business plan for Randiva, a company aiming to introduce ecological coffee made from date kernels in Tunisia. The plan begins with an introduction detailing the rationale behind the business idea, emphasizing the growing demand for healthy beverages and the potential of date kernels as a sustainable coffee alternative. It includes a thorough literature review covering the coffee industry in Tunisia, marketing mix strategies, market segmentation, target market identification, and the application of business model theories and the business model canvas. The methodology section describes the research methods used, including SWOT, PESTLE, and Porter's Five Forces analyses, along with feasibility studies and a Gantt chart for project management. The data analysis section focuses on strategic management strategies and the development of the business model. The project concludes with recommendations and a summary of findings, highlighting the potential for Randiva to succeed in the Tunisian market by offering a unique, health-conscious, and sustainable coffee product. The plan emphasizes the importance of understanding the target market, adapting to current trends, and developing effective marketing strategies.

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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