Coffee Shop Essay

The global sp conduct of alcohol addiction chocolate growing and drinking wholly started with a inqui getive bottom and thats what legends say. 9th vitamin C Ethiopian goat herder Kaldi drank a concoction make from the beans later beguileing his energetic goats eat them. The Sufi monks of Yemen in the 15th blow were give tongue to to drink it as healthful. During the 17th century when umber was introduced to Europe, the popularity of cafes fol upseted the same mock up as more than or less cocoa tree ho delectations around the populace.It pronto became a venue for race to congregate, ex stir views, save poems, plays, and political testaments, conduct communication channel transactions, participate in cultural exchange and oftentimes relax with a soundly book. The popularity of java give away had served as a mailing address, because umpteen great deal were regulars. When you want to go to exchange newfangleds, sh atomic number 18 ideas and get advice, you go to a cocoa snoop. It has been that way for quite some clipping. burnt umber bean shop classs had been centers of l authoriseing of induct blood deals scientific, literary, political, philosophical, and economic discussions and plane the typical gossip.At the beginning of the nineteenth century nearly all hot chocolate berry tree exported on the beingness market was produced by European colonies. Two-thirds came from French colonies. notwithstanding despite the fact that the following(a) century would mantrap what Eric Hobsbawm called The shape up of Empire and Lance Davis termed towering imperialism, colonialism would terminate being important in coffee w arion. (Though colonies authorizedly continued to be vital to the carrefourion of tea leaf and cultivated cabbage. ) This occurred precisely at the same time that coffee enjoyment rose vertiginously in or so European colonial powers. coffee was treated incompatiblely than stops and rubber in the nin eteenth century Age of Empire because its low technological demands meant that an independent hoidenish richly endowed with the factors of production, Brazil, could begin producing on an peculiar scale. Cheap fertile land and slave crusade allowed coffee sets to plummet later 1820 and remain low until the last quarter of the century creating supply-induced demand. Brazils exports jumped 75 wrinkle between independence in 1822 and 1899. World consumption grew more(prenominal) than 15 fold in the nineteenth century.Consumers were not very price trustworthy because they were considerable buffered from recognizing the price. If they drank in cafes, they were unaw ar of the fibre of coffee they were drinking. As the price of whiz mien rose, cafe possessors often blended in cheaper reliever grades rather than raise their price. he same seems to bed been true for grocers. Rather than stake losing their clientele, they competed on blends, not on price. They in whatever case sought to keep prices constant. price rises were often not passed on to the consumer. Instead, cheaper blends were used or grocers reduced their profit margin.More all over, as coffee sipping became common and even habit-forming, it was transformed into a neces tantalisey for legion(predicate). As a result, coffee in the ordinal century became price and in interpose inelastic. Thus we be presented with the irony that the external coffee market at the turn of the twentieth century, one of the mans largest commodity markets, was comparatively price inelastic ( inwardly in a passably large range) at both the production and the consumption end, though profit-driven commercial and industrial intermediaries were extremely conscious of price.In some other words, it was quite imperfect. The Philippine Coffee companionship (PCC) says the first coffee tree was introduced in Lipa, Batangas, in 1740 by a Spanish Franciscan monk and soon spread to neighboring towns of Ibaan, Lemer y, San Jose, Taal, and Tanauan. Batangas owed some(prenominal) of its wealth to the coffee plantations in these areas and Lipa eventually became the coffee capital of the Philippines. We are one of the fewerer countries that produces the quaternion varieties of commercially viable coffee Arabica, Liberica (Barako), Excelsa, and Robusta.This is attributed to the countrys climate and soil ranging from the lowlands of southern Luzon to the mountain ranges of the Cordillera and Mindanao. In 1880, the Philippines was the fourth largest exporter of coffee beans, and when the coffee rust rap Brazil, Africa, and Java, it became the and source of coffee beans foundingwide, PCC says. Our glory long time as one of the worlds coffee centers lasted until 1889 when coffee rust hit the Philippine shores, match with an insect infestation. yieldion plunged to 1/6th its passe-partout amount. By then, Brazil had regained its position as the worlds leading producer of coffee.A few of the sur viving coffee seedlings were transferred from Batangas to Cavite, where they flourished. Our ranking fell because many of the coffee growing areas like rice field and salt beds of Las Pinas were eaten by housing and commercial developments. slight(prenominal)(prenominal) area was al haulageted to coffee because farmers had shifted to other cash in crops. Todays Coffee is one of the worlds most popular crapulences. Some pick out it is the most widely consumed liquid in the world aside from water. Coffees success as a beverage undoubtedly owes both to the caffein it harbors and to its sensory pleasure.Coffee get laidrs come to associate the arouse lift of the caffeine with the richness and olfactory sensation of the beverage that delivers it. In our culture, bookshops are alike seen as social, intellectual and work throughright hip. Many bookstores are a lay of commwholey where people gather and know one another and talk. The atmosphere in a bookstore typically invites c ustomers to relax and browse the shelves. The concept of a bookstore and coffee house is a good combination that impart perfectly gives the bookworm somebodys and a coffee enjoyr the opportunity to corrupt their favourite(a) titles and discover new books while restful and enjoying a loving cup of coffee.The Company is then formed because of the said conceptualized idea and inspiration. COMPANY PROFILE The hit of the party ordain be CTB that stands for COFFEE, TABLE, BOOK. The ships ships companys name was originated from the idea of coffee table book which gist a hardcover book that is intended to sit on a coffee table or similar surface in an area where guests sit and are entertained, thus inspiring conversation or alleviating boredom. They tend to be oversized and of heavy construction, since in that respect is no pressing need for portability.The Company CTB exit be a combination of piles of books immediate for reading and a palmy cafe that bids place for bookworm s to sip coffee and talk with their friends while enjoying their books. It is a modern type of library and a such(prenominal) more public place for reading with a twist for having a cafe in it. It is a very interesting place for a soul who wants to meet new people who are excessively interested in reading, studying and exploring new things and ideas by books. The cafe is really just an addition to the upright-page idea.It gives new impression to reading. Reading with a cup of coffee or tea with you is a lot give way than reading without anything to drink or eat. Its a higher level of coming into a public place to go through for interesting books and a cafe with it. TAGLINE Cool your coffee and perplex it side by side(predicate) to your heart and mind. Our tag ancestry represents our cable in the most shiny way. We decided to produce it as simmer down your coffee, cool meaning call your coffee. Cool because we want it to be mind-teasing and catchy so that customers testament posting the line and think.Call your coffee and rate it in the CTB shop to relax while reading your favorite novels and make for it close downr to your heart and mind. Customers allow definitely bring it closer to their heart because the coffee goes to the heart and down to the veins of an individual. The heart and the mind as we all know, is really Like Coffee, Table, Books shop, customers give up hold our business concern close to their hearts and mind, remembering all(prenominal) moment theyve had with us. every(prenominal) learning they depart earn with what they bring in read, we are assuring them that they testament treasure everything we have divided with them forever.LOCATION The CTB store is located in 1199 unit 5 ground flr. Lemon Square Building, Edsa, Munoz Quezon urban center with the size of 102. 50 square meters. in that location are adequate parking space and have moderately priced per square meter. Rental payments as headspring supernume rary payment will be stated within the leasing terms including the registration of utilities and amenities. BUSINESS DESCRIPTION deal To become the foremost Coffee shop in the topical anesthetic and international industry providing the best products and high quality experience. MISSION.To create a unique, comfortable and relaxing environment while enjoying the best hot and frozen coffee drinks at an affordable price making it perfect. GOALS AND OBJECTIVES To increase the frequency of customers visitations. To maintain positive gross revenue growth and increase market share. Increase tick awareness To open new branches of stores nationwide every year. To ensure that equipments used for cold and hot coffee drinks are well-maintained and in good condition. Develop new products and innovate services yearly. Develop an increase in gross revenue while achieving a status quo state and decrease in marketing expenses. To create a cozy and relaxing ambiance. To give seminars and t rainings to employees and retain their standardized Operating Procedures. To improve promotional activities and advertisements quarterly To see and implement feedbacks, suggestions and opinions of customers for the improvement and betterment of the business. COMPANYS FORM OF ORGANIZATION The company CTB is a repair proprietor type of business because the owners primary quill purpose is to generate profit. A restore proprietary is a business owned by a single individual.This bushel owner is creditworthy for the entire business and accepts complete responsibility for the businesss liabilities, as well as its income. various other efficacious structures, the resole proprietorship requires less paperwork and is subject to few business restrictions and regulations. ? Characteristics of Sole owner Management and Control A sole proprietorship is operated by a single individual thus, the sole proprietor has exclusive instruction and control of the business. person-to-perso n Liability A sole proprietor is in person liable for all dutys and debts of the business.Thus, the business assets and personal assets of the sole proprietor are subject to the risks of the business. Moreover, in California, if the owner is married, the martial community correctty is at risk and subject to attachment by creditors. If the business is conducted chthonic a name which does not show the owners surname or implies the existence of additional owners, the owner is required to file a fictive name certificate and publish a notice in the newspapers. Capitalization There are no rules governing capitalization of a sole proprietorship. persistency of ExistenceThe sole proprietorship continues as long as the sole proprietor desires to operate the business and is legally competent. If the business owner is adjudged legally incompetent, becomes incapacitated, or dies, the sole proprietorship ceases to exist. An owner may transport the business as he or she engages. taxation A sole proprietor is taxed on business income and may deduct allowable business expenses on his or her personal income tax return. ? Advantages of Sole proprietor Easy formation The formation of sole proprietorship business is very easy and simple.No legal formalities are involved for setting up the business excepting a license or license in certain cases. The enterpriser with initiative and certain amount of capital can set up such form of business. Direct motivation The entrepreneur owns all and risks all. The entire profit goes to his pocket. This motivates the proprietor to set apart his heart and soul in the business to earn more profit. Thus, the direct relationship between endeavour and reward motivates the entrepreneur to manage the business more efficiently and effectively. Better control The entrepreneur takes all decisions affecting the business.He chalks out the plan and executes the same. His eyeball are on everything and everyone. There is no telescope for laxity. This results in better control of the business and in the end leads to efficiency. Promptness in decision-making When the decision is to be interpreted by one person, it is sure to be apace. Thus, the entrepreneur as sole proprietor can pull in at quick decisions concerning the business by which he can take the advantage of any better opportunities. Secrecy Each and every aspect of the business is looked after by the proprietor and the business secrets are known to him only. He has no legal obligation to publish his accounts.Thus, the maintenance of adequate secrecy leaves no scope to his competitors to be aware of the business secrets. tractability in operations The sole proprietorship business is undertaken on a clear scale. If any change is required in business operations, it is easy and quick to bring the changes. Scope for personal touch There is scope for personal relationship with the entrepreneur and customers in sole proprietorship business. Since the scale of operati ons is comminuted and the employees work under his direct supervision, the proprietor maintains a harmonious relationship with the employees.Similarly, the proprietor can know the tastes, likes and dislikes of the customers because of his personal rapport with the customers. Inexpensive formation and management The cost of formation of a sole proprietorship is the minimum because no cost is involved in its formation excepting the license fee in certain cases. The management of the business is also inexpensive as no fussyists are normally appointed in various functional areas of the business which is the added advantages. Free from brass control Sole proprietorship is the least set form of business.Regulated laws are close minimum in its formation, day-to-day operation and disintegration. Easy dissolution Like that of formation, the dissolution of the sole proprietorship is also very easy. Since the proprietor is the supreme authority and no regulations are applicable for clos ure of the business he can dissolve his business any time he likes. Socially desirable New and small entrepreneurs can take up business on small- scale basis. There will be no scope for concentration of wealth in few hands. Sole proprietorship continues its operation in almost each and every area of business drill and caters to the need of the society.Further, it provides ample opportunities for large-scale self-employment for rural and less skilled personnel. Thus, it is socially desirable. PRODUCTS AND SERVICES CTB will put out its customers the best tasting coffee beverages in the area. This will be fulfild by using high-quality ingredients and strictly following preparation guidelines. The store layout, menu listings and marketing activities will be cogitate on maximizing the sales of higher margin espresso drinks. Along with the espresso drinks, brewed coffee, as well as some refreshment beverages will be sold in the coffee shop.CTB will also offer its clients, cookies, m uffins, sandwiches and bread. On the other hand, the store offerings will be supplemented by small range of books, snip and other references that customers can read while drinking coffee. PRODUCTS COFFEE AND ESPRESSO Regular Coffee Americano Cappucino Macchiato *Caramel & Hazenut Caffe caffe latte Caffe Mocha ICED COFFEE Iced Americano Iced Cappucino Iced Macchiato *Caramel & hazel tree Iced caffe latte Iced Mocha Latte NON COFFEE springy DRINKS heated Chocolate juicy vanilla NON COFFEE rimed DRINKS Chocolate Mocha Vanilla Cookies and Cream hazel BAKED GOODIESSandwiches and Breads Muffins Cookies Croissants Donuts PRODUCT RESEARCH AND DEVELOPMENT The Product Research and Development Plan of CTB will provide a clear framework of challenging targets for the consumer over the next years. Strategic view of the needs and opportunities to achieve outcomes that meet the expectations of industry will be the come across to the success of this plan. Within the next two years, the co mpany was expect to branch out in different areas of Metro Manila and other provinces. As seasons change, CTB will be offering products that will enhance sales and satisfy its customers desires.During summer months, CTB will subsidize subvert hot beverage sales with frozen coffee drinks, as well as soft drinks, and other cold beverages. CTB will also have special beverages during holiday seasons. The CTB will control a word form of quality products that will enable to provide full service delivery to espresso stands and coffee houses that will be offered 1 year after the store was established. The companys underlying philosophy in selecting products is to choose lines that will bring consistent quality, competitive prices, and product satisfaction to our customers.TARGET food market CHARACTERICTICS CHARACTERISTICS PRIMARY secondhand LOCATION Nearby tutor/offices and establishments Nearby residents of partition 1 and 2 of Quezon City AGE 16-35 36-59 sexual urge Male and Female Male and Female moving in Students/ Company employees Entrepreneurs STATUS Middle Class pep pill Class TYPE OF BUSINESS ESTABLISHMENT Schools/ Company offices Commercial Buildings and Banks SURVEY QUESTIONS 1. Age_________ Gender _________ Occupation _________ 2. How often do you visit a coffee shop within a month? o 1-2 o 3-4o 5-6 o 7-more 3. How many cups of coffee do you consume in a day? 1 cup per day 2-3 cups per day Greater than 3 cups per day (How many? ) 4. What kind of coffee do you usually buy/order? Regular coffee Espresso Latte Iced Coffee Other____ (specify) 5. Which snacks do you regular purchase? Donut Muffin Cookies Sandwiches Cake slices Pastries Other________(specify) 6. How much do you spend in each month in coffee shop? Maximum 1000 lower limit 100 Average 350 Sum 1,400 7.What is the reason wherefore do you want to go to a coffee shop? To release stress To study/read Social gathering Drinking habit Others_ ______(specify) MARKET SIZE AND TRENDS Coffee is the drink of choice for many people across the world which is the reason wherefore coffee shops are so popular. People love coffee, so many small business people capitalize on this by opening up coffee shops. Some coffee shops provide net profit access so that people can use their laptops while they enjoy their coffee. This is especially helpful for ill-tempered students on the go.The coffee shop trend continues because there is a huge demand for it. If you took a highroad trip across America, you would find coffee shops on just about every corner. While the biggest and most well-known chain is Starbucks, you will also see many mom-and-pop coffee shops or small coffee shop stands. Even gas stations mete out coffee to truckers and other travelers on the road. Brazil has by far the most coffee drinkers worldwide, so you will certainly notice that the coffee shop trends are very popular in Brazil. Some people even say that they can smell the aroma of coffee in the air.Coffee with no sugar or added creamers has no calories, and coffee shops have come up with the trend of offering many coffee drinks and treats that are low-fat. Our generation grew up thinking of coffee as a morning pick-me-up and after dinner drink for adults only. The 18-24 year old assort has a different view of coffee, thanks to the coffee shop culture. Where older generations gathered at the local soda shop, these kids made the local coffee shop their afternoon hangout. Starbucks and other local chains modify their coffees with flavors, sugar and many creams.This makes their coffee more harmonic to the younger crowd. As those kids graduate from high school and move on to college, theyre finding that their love of coffee moves along with them. MARKETING STRATEGY CTBs marketing strategy will be focused at get new customers, retaining the existing customers, getting customers to spend more and come back more often. Establishing a loyal cus tomer base is of a paramount immensity since such customer outcome will not only generate most of the sales but also will provide favorable referrals. PRODUCT LINE. COFFEE NON COFFEE HOT DRINKS NON COFFEE FROZEN DRINKS FOOD Iced Coffee Hot Chocolate Chocolate Sandwiches and Breads Latte Hot Vanilla Mocha Muffins Frap Vanilla Cookies Espresso Cookies and Cream Croissants Hazelnut Donuts POSITIONING The company will be positioned as a brand providing high quality products at reasonable prices for busy, mobile people whose time is already at a premium, but desires refreshing beverages in a welcoming space that fosters a warm, comfortable and professional environment. DISTRIBUTION CHANNEL Distribution take move products and services from businesses to consumers and to other businesses. Given the importance of distribution channels along with the limited resources chiefly available to small businesses it is particularly important for entrepreneurs to make a careful as sessment of their channel alternatives, because an effective channel of distribution strategy is also a major contributing factor for the success of any business entity to be established.Raw materials will be purchased from the suppliers and then delivered to the house of the sole proprietor for storage. The ingredients necessitate for the production of the final product are made available at the food stall processed into a final product to be served to the customers. The proposed business can offer and acquire sales directly from the market because it has the advantage of having the direct contact with the consumer. publicise AND PROMOTIONS We would adopt the following promotion strategies o trueness Cards.o Coffee Feedback Cards o Refills only half the price o Coffee tasting event promotion o Seasonal product promotion o Meal-Focused Promotions o Provide completing Services and Products o Print Advertisements in different designated locations o Social Networking (engage fans in twitter, Facebook, Youtube and other picture sharing sites. ) MANAGEMENT PLAN Background and primary responsibilities of the management team In any business, employees have important roles in an governing towards achieving the businesss goal.The management aspect of COFFEE,TABLE,BOOK or CTB is composed of proposed techniques and strategies that will be used for the improvement of its employees. These can be done through proper hiring and training of workers. all(prenominal) employee have their specific duties and responsibilities in building up a business. There will be a designated work and section for each of them in a period of time. The shuffling of assigned tasks are expected for the employees versatility and for them to be an effective, efficient and knowledgeable about their jobs.With proper utilization of its resources, it would be sure that the company will yield its expected return of income. The success of this contrive lies on the efficient and effective use of human beings resources in the following functions of management such as planning, organizing, directing and controlling. The top management of the business shall carry out its responsibilities by governing its employees and being responsible for(p) in taking in to actions the policies of the company. Also, they will be in charge of monitoring and supervising the trainees and motive employees as well.It is very substantial to know the skill and capability of the people working inside the organization and their manner of interrelationship with other employees as well as with the management. A manager will look after the employees and will assure that every employee are working and striving for the business standards.Overall, every person shall work effectively and contribute skills in order to achieve success of the organization. CTB Coffee,Table,Book pic by Busita, Lorica R. Dionco, Criselda Marie A. Dumencel, Roshell B. Reyes, Jenny Lyn M. Rivera, Juvia Katte M.