Cafe Deli - Marketing Research - Case Study Example

Part One: Introduction A: Executive Summary: This document outlines that business plan that will govern the operations of Café Deli whose location will be in the Armidale Food Emporium shopping mall. Café Deli will strive to be the leading outlet that provides fresh coffee products in accordance with the tastes and preferences of Australian residents from all walks of life. We aim to give coffee lovers a unique experience as they consume the best brands directly from our roasters. Café Deli will focus on the processing and distribution of coffee products ranging from fresh coffee beans, roasted coffee, instant coffee, and training services on coffee processing. Our customers will benefit by gaining access to some of the best coffee varieties to be obtained from Nicaragua, Guatemala, Ethiopia, and Kenya. Armidale is located in the suburb regions of New South Wales and Nothern Tablelands with a population of 22,468. The town is cosmopolitan with 87.7% of the residents being English speakers. Running Café Deli will be informed by the feedback information obtained from our highly valued customers regarding their perspectives of our services. We will invite our potential customers to participate in the surveys, which will be available on various platforms including online monkey surveys. Café Deli’s direct competitors will include Altitude Coffee Roastery, Prue & Olive, and Court House Coffee since they provide coffee as their mainstream product. The indirect competitors will include Red Grapevine Restaurant & Bar, Azka Restaurant Wine & Tapas Bar, and the Coughing Gherkin. Café Deli will begin its operations by customizing the delivery of coffee products to small business spread across Armidale. The business will operate under a partnership ownership structure amongst my family members has the capacity to sustain itself based on our feasibility analysis. The projected income assessment showed that the business will have a monthly break-even of USDs. 2,250 after factoring in all direct and indirect costs. B: Business Philosophy / Mission Statement: Philosophy We exist because of our customers and we shall strive to ensure that they feel part of our business. Our duty is to address all concerns and meet all preferences of our customers through the products and services that we offer. We will realise this by ensuring the quality of our products is top notch and treating our customers with respect and dignity. Mission We aim at being the leading outlet that provides fresh coffee products in accordance with the tastes and preferences of Australian residents from all walks of life. Café Deli strives to give coffee lovers a unique experience as they consume the best brands directly from the roasters. C: Product/Service Description Café Deli's product and service line will include high-quality coffee products shown in the table below: Product/ Service Price (USDs) Targeted Units (P.M) Roasted coffee 2.00 1000 Fresh coffee beans 4.00 500 Training services in coffee processing 30.00 50 Maintenance for coffee processing machines 15.00 50 Benefits to our Customers Our customers will benefit by gaining access to some of the best coffee varieties to be obtained from Nicaragua, Guatemala, Ethiopia, and Kenya. In addition, Café Deli will provide training services in coffee processing to customers wishing to extend the unique experiences beyond our restaurant to their homes. Moreover, associating with Café Deli will save our customers a great deal of time especially those who have very tight schedules through our delivery services where coffee lovers will have our products delivered to them at their doorsteps (Cadden and Leuder, 2012, p. 125). D: Self Analysis: Café Deli is bound to record tremendous success under my strong leadership abilities. I am a results oriented person with a track record of realising my set goals which are always smart. I am a people's person with the capacity to assemble, inspire, and motivate a team that will transform Café Deli from an idea into a formidable leader in the industry. I possess the right knowledge, skills, and attitudes that will be useful in managing and growing Café Deli. I am endowed with excellent computer skills, which will be useful in the realisation of Café Deli's set objectives (Cadden and Leuder, 2012, p. 152). Part 2: Marketing Research E: Secondary Research 1) Geographic Data: Armidale is located in the suburb regions of New South Wales and Nothern Tablelands with a population of 22,468. The town is cosmopolitan with 87.7% of the residents being English speakers (Wark et al., 2013, p. 65). 2) Demographic Data: In Armidale, 53.8% of the residents are aged 15 years and beyond with a fulltime job while 32.7% have a part-time job. 52.6% of Armidale’s residents are females whereas 47.4% are males and married couples account for 41.1% of Armidale’s population. Most of the family’s in Armidale are made up of three persons and occasionally a fourth person who is a nanny (Wark et al., 2013, p. 65). F: Primary Research: We will conduct a baseline survey of the tests and preferences for our potential customers to ascertain the areas of great need. Running Café Deli will be informed by the feedback information obtained from our customers in regards to our services. We will invite our potential customers to participate in the surveys which will be available on various platforms including online monkey surveys. We shall also streamline our feedback systems so that our customers can provide us inform instantaneously by filling in a simple questionnaire, which will also be accessible on their mobile devices (Bryman and Bell, 2015, p. 194). The Marketing research survey questions will include: a. Demographic data b. Which coffee products do you consume? c. How frequently do you consume coffee? d. What is your favourite brand of coffee? G: Competition: Café Deli’s direct competitors will include Altitude Coffee Roastery, Prue & Olive, and Court House Coffee since they provide coffee as their mainstream product. The indirect competitors will include Red Grapevine Restaurant & Bar, Azka Restaurant Wine & Tapas Bar, and the Coughing Gherkin since they provide coffee and other alternatives to coffee that may influence customer preferences. In the midst of these direct and indirect competitors, Café Deli will definitely stand out because of its cosmopolitan style that accommodates customers from all walks of life. Quality and fresh coffee will be the hallmark of Café Deli’s operations and the business will be customer driven (Bryman and Bell, 2015, p. 196). H: Market Segment Analysis – Target Customer: Café Deli will begin its operations by customising the delivery of coffee products to small business spread across Armidale. This small business has coffee lovers who have been neglected by the existing players in the industry. In addition, we will have a physical restaurant where our customers regardless of their background can walk in and enjoy the best coffee in Armidale. I: Analysis of Potential Location: Café Deli will be located in the heart of Armidale in the Armidale Food Emporium shopping mall. This will be a rented facility with a strategic location and adequate traffic of potential customers. Our business will operate from 7.30am to 8.00pm for seven days in a week. The Armidale Food Emporium provides adequate parking facilities for customers as well as our prospective customers. Armidale has a well-established public transport network including coach services, country link trains, and long-distance coaches. The town has a reliable security system with both government led and private security firms overseeing the ongoing operations thus contributing to low crime rates in Armidale. Café Deli’s presence at the Armidale Food Emporium will serve to complement the existing businesses that deal with various food and refreshment categories. Part 3: Organisation and Personnel Plan J: Ownership Choices: The business will operate under a partnership ownership structure amongst my family members. The family members will jointly contribute to the initial capital and also be a ready source of labour to support the business in its early stages. H: Personnel Needs: At the outset, Café Deli will engage the roles of a general manager, a cashier, two waiters, two cooks, a cleaner, and a driver. Each staff will be expected to work for 40 hours in a work and the reporting structure will be as shown below: J: Hiring Strategy: The staff members will initially be recruited from my family members who will have partnered with me in the business. Once this pool is exhausted, additional staff members will be recruited through a competitive process based on their skills and abilities to perform the specified tasks. Candidates will be invited for an interview to assess their suitability for the job. Successful candidates will undergo training, and offered competitive compensation for their services in accordance with the prevailing salary scales in Armidale. In addition, employees will continue will be allowed to participate in professional development activities during their period of service to Café Deli. Part 4: Marketing Plan K: Proposed Product or Service Plan: Café Deli will focus on the processing and distribution of coffee products ranging from fresh coffee beans, roasted coffee, instant coffee, and training services on coffee processing. We will install a coffee roasting machine at the heart of our café where customers will be able to smell the fresh coffee as it is prepared. Instant coffee will be available in our café and also delivered to customers making orders through our online portal. The products will also be packaged and bear the brand of Café Deli before being let to the market for distribution. L: Proposed Pricing Policy The products will be priced at 25% above the production cost to ensure the business remains afloat. We will initially venture into markets not served by our competitors such as small businesses and people working in small industries by making high-quality coffee available at their doorsteps. In order to win a proportion of the market share held by our competitors, we will focus on availing fresh and high-quality products through our outlets. We will create a conducive environment for our customers so that they can enjoy their coffee even when accompanied by their children who will have a designated playing ground. Café Deli's profits will be realised through the sale of unit products to our customers M: Proposed Promotional Plan: The driver and one of the waiters will do personal selling to ensure we reach out to all our customers. Brochures and flyers about our products will also be available to our potential customers visiting Armilade Food Emporium showing some of the incredible offers that we have for them. Finally, Café Deli will have a functional website with sufficient details on our products and services clearly indicating their prices. N: Place: Located adjacent to the main entrance of Armilade Food Emporium, our café will be open to the public who will walk in at any time during the working hours and order for coffee. In addition, the driver and one waiter will distribute coffee to the earmarked zones with our target customers during specified times of the day. Brochures and flyers about our products will also be available to our potential customers visiting Armilade Food Emporium showing some of the incredible offers that we have for them. Finally, Café Deli’s website have an online portal through which customers can make orders and make purchases of our goods and services. Part 5: Financial Plan O: Income Statement: 2015 2017 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Gross Revenue Roasted Coffee 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 Coffee beans 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 Training 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 1500 Maintenance 750 750 750 750 750 750 750 750 750 750 750 750 6250 6250 6250 6250 6250 6250 6250 6250 6250 6250 6250 6250 Unit Costs Roasted Coffee 2 2 2 2 2 2 2 2 2 2 2 2 Coffee beans 4 4 4 4 4 4 4 4 4 4 4 4 Training 30 30 30 30 30 30 30 30 30 30 30 30 Maintenance 15 15 15 15 15 15 15 15 15 15 15 15 Operational costs Rent 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 Advertising 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 Salaries 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 References Bryman, A., Bell, E., 2015. Business research methods. Oxford University Press, USA. Cadden, D., Leuder, S., 2012. Small Business Management in the 21st Century. Saylor. org. Wark, S., Hussain, R., Edwards, H., 2013. Rural and remote area service provision for people aging with intellectual disability. J. Policy Pract. Intellect. Disabil. 10, 62–70.  Read More