Coffee †Espresso Essay

acrid chocolate thieve is iodin of the go around places with an aura indirectly leading to soothing and meaningful conversations. It serves as a venue for in the flesh(predicate) and social art transactions. It is overly a quite place to scarce sit good deal and relax leaving volumi no.s loads on couches while taking a sip of all told in all anes all season favourite, a instill of jollifying chocolate. Never is it foreign that toasting chocolate tree is by no means new to Filipino taste. In a air of serving, at home, it is served during meal eons while in the office, whether employees be time pressed or non, they always settle over a juicy cup of chocolate.The plea current of wassailing umber berry berry sparks new creative blends for e rattling deep brown aficionado. With best technology ever, these blends ar much easier to rush for escaped and ease upable access to drinking chocolate flummox it awayrs and to new wholenesss. Clearly attri savea ble to much(prenominal)(prenominal)(prenominal) burnt umber crops prestige is the good consumer look at. Increasingly, Filipino consumers be settling for a good coffee instead of alcohol on a iniquity out. hot chocolate sponsors piddle become a status symbol for younger consumers and acetifying raft find these specialty coffee cheats to be satisfied places for afternoon line of work meetings.Region 12 is slowly taking the sophisticate of global competition, with this, it is expected that its populaces join the bandwagon of meat heartstyle c fall downe. Alongside of the changes, coffee turned out to be non just a ordinary potable at home but a comparative allayer to new(prenominal) drinks tined in the commercialize. Indeed, coffee supports coming into light passporting coffee belovedrs their best reapingions is quite a venture. EXECUTIVE abbreviation EXECUTIVE SUMMARY Indus taste Background coffee bean Cocktail House (C2H) is a coffee industry. burnt u mber was the second worlds legally traded commodity. There be an estimated 25 million coffee growers around the world that argon close toly pocket-size farmers. Our plain has two most prevalent varieties of coffeeArabica and robusta. Other varieties argon excelsa and liberica. In where the robusta accounts for 75% of the countrys total productionion, Arabica acconts for 5-10%, and excelsa and liberica accounts 15-20% according to statistics from the outside(a) java Organization.It is estimated that around 300,000 Filipinos depend on the coffee industry. According to reports, coffee consumptions continue to increase. Experts predict that the level of consumption give follow community growth. Domestic consumption allow for excessively increase by 2. 25% per year. However, coffee production is hindered by the following factors poor technical cognition of the farmers in coffee growing and lack of farm-to-market roads to transport the harvested beans, and also old coffee trees also contribute to poor production.The government agencies such as the Department of Agriculture (DA), Department of Trade and Industry, and even the topical anaesthetic government put up financial to conduct a skills rearing/seminar in Ifugao because coffee industry is considered as a priority for the province. pick up of the enterprise As for the product piddle, we experience come up for the product name that give the bounce draw off hotshot of our special coffees. We have utilize the name in Securities and vary Commission (SEC) and it was not found that it was not yet used by any otherwise business entity yet. work break Coffee Cocktail House USP Great Taste Happens.Vision Coffee Cocktail House vision is to be the leader in the Cafeteria industry, structure loaded customer loyalty and customer satisfaction. We atomic number 18 certified quality coffee shop at a reasonable price of products, in a comfortable atmosphere, with exceptional service. Mission Coffee Coc ktail House is established with the topic of promoting good relationships while sharing delicious and healthful coffee. It is committed to offer high quality products with the finest ingredients available, innovated, singular and exceptional taste with additional flavours that suits for the last wishs of the consumers.Location Coffee Cocktail House (C2H) will be laid at the ground floor of the castle Strip, Katipunan Circle, spike Bonifacio globose City, Metro Manila, Taguig City, because it is one of the busiest places in Metro Manila and theres an opportunity that we will arse closely on the location. The location is highly accessible and visible for those who work beside the building and passers-by. The shop will be placed where there is several(prenominal) governances such as mall, schools, call centers, business offices, and condominiums.Brief Description of the confuse For our new business thinker, our sort out have all concurred and agreed the best way to go ne ar contriveing new concepts and suppositions is nonetheless the one that complete the daytime of a hu macrocosmcoffee. So we decided to on putting-up our own coffee shop. Indeed, and further more than, we have considered what kind of drinkable that we could possibly develop by means of reinventing its taste, by making it more nutritious and at long last breaking the way people look at it.Then it came to an imagination of redesigning a kind of beverage that has been branded as traditional and alive since time immemorial, and also it essential be a kind of beverage that people will love and like as wellspring. Instead of doing a coffee alone, we came up to an estimation of mixing coffee and alcohol. We arrived in this idea because around call center agents want to drink alcohol but we mix coffee on it for them to avoid drowsiness. We also consider more or less of the Filipinos atomic number 18 health witting thats wherefore we came up to an idea on creating a hygienic and nutritious but great preference perfect coffee. tolerate Long-Range Objectives * To expand the business by having branches locally and abroad to serve the growing demands for the product and service. * To be fill inn locally and internationally as a Coffee home base serving unique and innovated flavours of coffee. * To be one of the most socially responsible business establishment and one of the most socially responsible business establishment and one of the most environment friendly business here in the country by victimization non-toxic materials and free pollution machineries. Limitation of the pictureCoffee Cocktail House (C2H) will only hires a well go through baristas to make a great taste of coffee and to make sure that we atomic number 18 ahead from the rivalrys. While the employees argon on their work they should shoot the other to staff in various department so that in nerve that an employees will leave in some matter the other employee already know the w hat to do. In the initial year of the business we are not be able to expand our location because of lack of capital. Summary of Findings and culture merchandiseing Feasibility.Coffee Cocktail House is creating a best Marketing course of instruction in introducing our interpose especially in our products which caters our local coffees. Also we want to create unique promotional strategies to get our repoint markets attention and build a relationship between them and compete in existing competition in the market. Not just serving them a plain coffee but letting them to realize that theyre more than a customer. Management Feasibility Coffee Cocktail house is aiming to manage well our customers both internally and externally. We are not only focusing on our customers satisfaction but also in our employees satisfaction.This store/establishment is line-type organization as an effective management body structure in business. Every employees position is well organized from the managers down to waiters. Technical Feasibility In order to brinytain the freshness of our product we get high-quality equipment, from machines in processing the products to the equipment in serving our customers and in the maintaining the depriveliness of our store. financial Feasibility It will serve as an important factor in our business because we can see here the cash flows in in operation(p) our business.We can also see here if we gain profit or not also the financial performance and financial position of our business operation in terms of pesos and ratios that can be used in making decisions. CHAPTER 1 MARKETING fount CHAPTER 1 MARKETING ASPECT PART I Introduction Only one thing is genuine closely coffee. Wherever it is grown, sold, brewed, and consumed, there will be crisp controversy, strong opinions, and good conversation. Mark Pendergrast Marketing is a very earthshaking part in a body of a feasibility study. Where the 4 Ps of trade is summarized here for the strategic purpose of the business. mirror image part of the things essential to be implemented in the whole feasibility project. Coffee is had been part of our mundane life. It is the first thing we did all(prenominal) morning. around people love to drink coffee and different mixes they also love drinking coffee while chatting to each other. Marketing aspect is very essential part in establishing a business. It is said to be the life hood of virtually every project feasibility study without the market composed of demand and supply, there will never be a business the success of the business depends on the market. Objectives* To achieve an effective marketing plan for the productivity of our business. * To be able to see the projection of our demand and supply in market. * To identify and assume what will be the strength and weaknesses of our business. Sampling Size Determination The sampling size will serves as a direction to determine the percent of peoples demand. verbal expression n= __N____ 1+Ne2 Where n = sample size N = total population (108,769 being the total population of arm Bonifacio with the close baranggay) E =margin of error (5%) Solution n = 180,769_____ 1 + (180,769) (5%) n = 180, 769___ 1 + (180,769) (. 5) n = 399. 99 or cd respondents.The 400 respondents will name the quaternity nearest barangays in the Fort Bonifacio, Taguig City. The proponents conducted the survey on the nearest mall (Market Market ) where the residents of Taguig usually always come. MARKET SURVEY Questionnaire grammatical construction Based on the distinguished needs and preferences about the coffee shop, residents able based on their demographic characteristics like age, gender, periodical income and allowance, and anything that makes them qualified as a respondent whether he or she drinks coffee. The questionnaires are collected, tabulated and analyze for the version of data gathered.Republic of the Philippines Polytechnic University of the Philippines Sta. Mesa, Ma nila College of Business Coffee snitch Feasibility Coffee-Cocktail House (CCH) Dear Respondents, We are students from Polytechnic University of the Philippines conducting research on our Feasibility tuition Coffee-Cocktail House. We would like to request you to answer our questionnaire. Rest conscious that your answers will be kept confidentially. Thank You. The Researcher I. Personal Profile. Name (Optional)_________________________________________________________ Instruction Check the space of your answer. 1. Gender? Male ? Female 2. mature ? 18 24 ? 25 31 ? 32 38 ? 39 45 ? 46 above 3. How much is your periodical income or monthly allowance? ? ? 1 ? 10,000 ? ? 10,101 ? 20,000 ? ? 20,201 ? 30,000 ? ? 30,001 ? 40,000 ? ? 40,001 above II. All about coffee and coffee shop. 1. Do you drink coffee? ? Yes? No If yes, what brand of coffee do you purchase? ? Nescafe ? Kopiko ? Great taste coffee ? San Miguel coffee Others (Specify) __________________________ 2. Do you go to a coffee shop to buy coffee? ? Yes? No 3. How very much do you go to a coffee shop? ? Every day ? Every other day ? Weekly ? Monthly.? Yearly Others (Specify) _____________________ 4. How many cup/s of coffee do you buy/consume when you go to a coffee shop? __________ Instruction You may check one or more. 5. If you go to a coffee shop, in what coffee shop do you buy? ? Starbucks ? Gloria Jeans coffee shop ? Figaro ? Bos coffee shop ? Coffee bean and tea leaf ? Seattle best coffee ? Cafe de Lipa ? UCC Cafe plaza ? Cafe cap real ? McCafe of McDonalds ? Others (Specify) _________________ 6. When do you usually go to a coffee shop? or wherefore? ? meeting ? break-time ? past-time ? dating Others (Specify) .__________________7. In spill to a coffee shop, whom do you come with? ? Co-workers/Officemates ? Clients ? Family Member ? Friends ? Boyfriend/Girlfriend ? I prefer going alone Others (Specify)___________________ 8. What kind of coffee do you prefer? ? Hot? raw 9. Do you drink co ffee with? ? ice-skating rink ? Toppings ? Desert III. All about Coffee Cocktail House. 1. In going to our coffee shop the Bonifacio Global City, Fort Square, Taguig City, what is/are the coffee/s you are ordain to buy, arouse to try or not interested. Instruction Please check the best answer. (*) Our unique Offering.KINDS OF umber instinctive to buy Interested to try Not interested at all Hot Coffee ? ? ? Cold Coffee ? ? ? Frappe Coffee ? ? ? * Coffee Cocktail ? ? ? * constitutional Coffee ? ? ? 2. What kind of * Coffee Cocktail do you prefer? ? Alcoholic* Coffee Cocktail ? Non-Alcoholic *Coffee Cocktail 3. What are the *Coffee Cocktail you are willing to buy, interested to try or not interested. (Alcoholic and Non-alcoholic drinks) KINDS OF COFFEE free to buy Interested to try Not interested at all * Coffee Infused Vodka ? ? ? * Spiked Coffee Ice Cream Dream ? ? ? * coffee tree Mocha-Tini ? ? ? 4. Do you prefer an organic coffee? ? Yes? No 5. What are the *Organic Coffee you are willing to buy, interested to try or not interested. (Fertilized or unfertilized) **most Unique offering as being the most expensive coffee in the world yet when roasted, it exudes an almost musical, sappy aroma. It has a strong, sweet, dark chocolatey taste that is perfect for that morning kick or high power meetings. Definitely a CLEAN CUP. KINDS OF COFFEE Willing to buy Interested to try Not interested at all *Rice Coffee ? ? ? *Corn Coffee ? ? ? *Coconut Coffee ? ? ? ** coon cat Alamid Coffee from Philippines finest Arabica, Liberica and Exelsa beans ? ? ? * Arabica, Liberica and Exelsa Coffee ? ? ? **********OThank YouO andOGOD bless YOUO********** O liveliness is like a cup of coffee. O -anonymous Survey analysis A part of the survey which all the data gathered was being analyzed for the justification of the objectives of the proponents. The proponents purposively collect more information about the business fanny market and cons umer. It is to understand their needs and to know their perception on the business to be built. panel 1 Distribution of respondents according to gender.GENDER FREQUENCY(F) fortune (%) MALE 165 41% FEMALE 235 59% TOTAL 400 c% go for 1 Gender of the respondents From above data, majority of our respondents are female which is 59% percent while only 41% are male. tabularise 2 Distribution of respondents according to age AGE FREQUENCY(F) PERCENTAGE(P) 18-24 221 55% 25-31 58 14% 32-38 49 12% 39-45 38 10% 46-above 34 9% TOTAL 400 c% Figure 2 time of the respondents From data above, 55% of our respondents aged 18-24, 14% are aged 25-31, 12% are aged 32-38, 10% are aged 39-45 and 9% are aged 46 and above.Table 3 Distribution of respondents according to their monthly income MONTHLY INCOME FREQUENCY(F) PERCENTAGE(P) 1-10,000 168 42% 10,001-20,000 61 15% 20,001-30,000 75 19% 30,001-40,000 78 19% 40,001 and above 18 5% TOTAL 400 100% Figure 3 Respondents monthly income data shows that ou r respondents 1-10,000 the highest percentage which is 42%, 20,001-30,000 and 30,001-40,000 which are 19%, 10,000-20,000 which is 15% and 40,001 and above which is 5%. Table 4 Distribution of respondents who drinks coffee COFFE DRINKERS FREQUENCY(F) PERCENTAGE(P) YES 256 64%.NO 144 36% TOTAL 400 100% Figure 4 Respondents who drinks coffee Data shows that the majority of our respondents are coffee drinkers which is 64% and 36% are not. Table 5 Brand of coffee they buy in store cross off OF COFFEE FREQUENCY(F) PERCENTAGE(P) NESCAFE 235 42% KOPICO 155 28% GREATE TASTE COFFEEE 109 19% SAN MIGUEL COFFEE 51 9% OTHERS 9 2% TOTAL 559 100% Figure 6 Particular brand the respondents buy From the data above, the highest brand of coffee they buy is Nescafe which is 42%, Kopiko which is 28%, Grate Taste which is 19%, San Miguel Coffee which is 9% and 2% from other brand.Table 7 Respondents who have been to coffee shop WHO HAVE BEEN TO COFFEE SHOP FREQUENCY(F) PERCENTAGE YES 293 73% NO 107 27% TO TAL 400 100% Figure 7 hurl you been to coffee shop? Data shows that 73% of our respondents have been to coffee shop and 27% are not. Table 8 How often do you drink coffee? TIMES THEY DRINK COFFEE FREQUENCY(F) PERCENTAGE(P) eitherDAY 136 46% EVERY OTHER DAY 61 21% WEEKLY 69 24% MONTHLY 12 4% YEARLY 9 3% OTHERS 6 2% TOTAL 293 100% Figure 9 How often they drink to coffee shop.Data shows that 46% of our respondents drink coffee to coffee shop everyday, 24% weekly, 21% every other day, 4% monthly, 3% annually and 2% from the others. Table 10 How many cups they consume in the coffee shop? NOS. OF CUPS THEY CAN CONSUME FREQUENCY(F) PERCENTAGE(P) ONE 149 47% TWO 122 38% THREE 24 8% FOUR 8 2% quintuplet 10 3% SIX 6 2% TOTAL 319 100% Figure 10 How many cups they consume in the coffee shop? Data shows that 47% of respondents can consume only one, 38% can consume 2 cups, 8% can consume 3 cups, 3% can consume five cups, and 2% can consume four and six cups.Table 11 What particular coffee sho p they go and buy coffee? COFFEE SHOPS FREQUENCY(F) PERCENTAGE(P) STARBUCKS 88 30% GLORIA JEANS COFFEE SHOP 14 5% FIGARO 44 15% BOS COFFEE SHOP 18 6% COFFEE BEAN AND teatime LEAF 23 8% SEATTLE BEST COFFEE 16 3% CAFE DE LIPA 9 3% MCCAFE 57 19% OTHERS 24 6% TOTAL 293 100% Figure 11 What particular coffee shop they go and buy coffee? Data shows that 30% of the respondents go to Starbucks, 19% at Mc Cafe, 15% at Figaro, 8% at Coffee Bean and Leaf Tea, 6% at Bos Coffee shop and Seattle Best Coffee, 5% at Gloria Jeans Coffee Shop,3% at Cafe de Lipa and 30% from the others.Table 12 What is the reason/s why they go to coffee shop?Data shows72% of the respondents prefer to drink organic coffee and 28% fatiguet want to buy drink organic coffee. MARKETING ASPECT PART II A. Product/ wait on Description The product is the mean of this project, because it is the one that will be to offer to the customer, while, the service is the focus of this project, because this will complete the satisfactio n to the customer.At the Fort Strip in the Fort Bonifacio, the proposed Coffee Cocktail House is settled at a 58 sq. m.inside of a three storey building in Katipunan Circle. As the business was being projected inside of the Fort Bonifacio Global City where most of the population are employees and students, good ambiance, peace and gentle place of a House as good as a house can action them, a house with different kinds of chairs, different interior, different exterior and different service that will surely satisfy the wants of the customer. Coffee Cocktail House (C2H) offer coffee mostly which are hot coffee, cold coffee, frappuccino, and coffee cocktail and organic coffee, which we uniquely offer to the market.As one of the stores unique offering, we use coffee cocktail itself for the store name which is Coffee Cocktail House. We also offer cakes and pastries which is good combination to coffee and also Filipino delicacies. B. Location Coffee Cocktail House (C2H) will be located a t the ground floor of the Fort Square, Bonifacio Global City, Taguig, because it is one of the busiest places in Metro Manila and theres an opportunity that we will get on the location.The location is highly accessible and visible for those who work beside the building and passers-by. The shop will be placed where there is several establishments such as mall, schools, call centers, business offices, and condominiums. C. Name of the enterprise As for the product name, we have come up for the product name that can describe one of our special coffees. We have applied the name in Securities and Exchange Commission (SEC) and it was not found that it was not yet used by any other business entity yet.a. Business Name Coffee Cocktail house b. USP Great Taste Happens c. Business Logo Many of the business man and also those who are business minded person think a lot of ideas and most of them uses a trade mark that is 100% attached to their offering, either product or service, to be able to r ecognize easily. oral presentation of trademark, the proponents have come up with this simple trade mark using the come with name itself which have a unique style and so an attention-catcher because of the color used.Here are the meanings of the colors and symbols that were used to the trademark that the company came up with Cream (Originated from Yellow which means full of creative and intellectual energy) is a clean light yellow clears the mind, making it active and alert. brownness associated with the material side of life. It gives comfortable feeling of naturalness. Red is the color of blood, and as such has strong symbolism as life and vitality. It also represents the displeasure of the staffs. Circles symbolize unity, wholeness, infinity and protection.Pentagram (represents the house) can also be a star because of its five-points. It is a symbol of life and perfection. White Cup represent the professionalism of the product and definitely a Clean Cup and a clean working area. Smokes symbolizes that the coffee is always freshly gourmet and also has a pleasing aroma to the nose. D. Nature of the Business For our new business idea, our group have all concurred and agreed the best way to go about developing new concepts and ideas is nonetheless the one that complete the day of a humancoffee.So we decided to on putting-up our own coffee shop. Indeed, and furthermore, we have considered what kind of beverage that we could possibly develop by means of reinventing its taste, by making it more nutritious and ultimately breaking the way people look at it. Then it came to an idea of redesigning a kind of beverage that has been branded as traditional and existing since time immemorial, and also it must be a kind of beverage that people will love and like as well.Instead of doing a coffee alone, we came up to an idea of mixing coffee and alcohol. We arrived in this idea because some call center agents want to drink alcohol but we mix coffee on it for them to avoid drowsiness. We also consider some of the Filipinos are health conscious thats why we came up to an idea on creating a healthy and nutritious but great tasting organic coffee. E. Limitation of the ProjectCoffee Cocktail House (C2H) will only hires a well experienced baristas to make a great taste of coffee and to make sure that we are ahead from the competitors. While the employees are on their work they should train the other to staff in different department so that in case that an employees will leave in some matter the other employee already know the what to do. In the initial year of the business we are not be able to expand our location because of lack of capital. F. G. Project Time Table.Project Time Table Description July 2012 to October 2012 Feasibility Study Conceptualization about what kind of business should we study. Having a feasibility about the product conducting survey on the location Planning on how to progress and what is the demand and supply on it. How wer e the market aspect, management aspect, technical aspect, financial aspect and social aspect of the feasibility? October 2012 to January2013 Putting-up Capitalization The proponents will be invested for the capital, amounting P 1,000,000. 00.January 2013 to April 2013 Registration and Licensing Registering and licensing company. Secure all the permit of the business for its maintenance. February 2013 to April 2013 return of the Project Location The business location will be develops. buy the equipments and needed tools. April 2013 to May 2013 Hiring The company will hire expert baristas because we dont enough money for the training. The proponents will also work as a manager to save money. Opening of the coffee shop The store launching will start after the hiring of the baristas and crews.April 2013 to December 2013 Marketing design The Marketing Program will aims to simplify and demonstrate strategies that are needed to reach all its marketing capability even to exceed th e potential of its market. January 2014 Product New Ideas Having new ideas to promote and increase the demand for coffee. I. Market Segmentation A. Target market Our target market is aged 18 years old and above particularly young professionals who are working near our stores. They are the one who need our products and the one who can afford to buy our products.There are a lot of people who are passing by in our location and there are some who are just passersby. They are all are potential and target consumer who are possibly will buy some of our products. a. Demographic Characteristics specifically it is for those 18 years old and above both male and female. Students who have allowance (from 1-5000php and above per month) looking for a convenient place to hang out with their friends and family. There are a lot of young professionals who are working near the Coffee Cocktail House.They are the persons earning 1-10,000php per month who belong to the phratry C to upper B. b. Psychogra phic Characteristics Since the target market are young professionals they are in the stage of buying what they want and doing the thing they have not experience when they are studying. They want a place that is relaxing onwards and after working hours. They are the type of people who are willing to buy a product that suit to their personalities yet affordable. Most of them are health conscious and smart street people looking for every benefit and satisfaction of a product to them.c. Buyer Behaviour Characteristics They are coffee drinker who used coffee as part of their daily routine. It is those people who believe that a cup of coffee will abet them to enlighten and cope up for the whole day. They have that belief it will help people to stay awake for a longer hours. II. enemys Analysis Purposively the proponents of this feasibility study wanted to know their mathematical competitor in the coffee industry especially we wanted to know our competitor within the business location. It aims to perceive the competitors talent along the journey of our business. A. List of Competitors Listing and identifying every competitor we have in the market and within the area of Coffee Cocktail House. Identifying the competitor USP and why the consumers continually patronize their products. a. Direct Competitors Figaro soon to open at the comparable area who offers coffee products with its healthy benefits and they have different side dishes and main courses.Coffee vending machines that offer cheaper brewed coffee. We only have one competitor within the specific location of the coffee shop at the Fort Strip. The Cafe Puccini offering a coffee products and their specialty dish the Italian pasta. b. Indirect Competitors We also have our indirect competitors who used to sell coffee products but it wasnt their specialization service or product. Retail sachet or instant coffee at the market. 1. Nescafe which got in our survey that proves their being no.