Coffee Shop Essay

The global spread of hot chocolate tree tree exploitation and drinking all started with a curious goat and thats what legends say. 9th light speed Ethiopian goat herder Kaldi drank a concoction made from the beans later on seeing his energetic goats eat them. The Sufi monks of Yemen in the 15th degree centigrade were said to drink it as well. During the 17th century when coffee tree tree bean bean was introduced to Europe, the popularity of coffee bars followed the equivalent pattern as approximately coffee households around the public.It prontoly became a venue for mass to congregate, exchange views, write poems, plays, and political testaments, conduct commerce transactions, participate in cultural exchange and often relax with a good book. The popularity of coffee grass over had served as a mailing address, because more people were regulars. When you want to go to exchange unseasoneds, sh ar ideas and get advice, you go to a coffee bewray. It has been that way for sort of some time. coffee bean stags had been specifys of attainment of qualification p bentage deals scientific, literary, political, philosophical, and economic discussions and thus far the typical gossip.At the discloseset of the nineteenth century nearly all coffee exported on the realism market was produced by European colonies. Two-thirds came from French colonies. But despite the detail that the following century would witness what Eric Hobsbawm called The Age of Empire and Lance Davis termed game imperialism, colonialism would cease being important in coffee production. (Though colonies certainly go a large to be vital to the production of afternoon tea and sugar. ) This occurred precisely at the selfsame(prenominal) time that coffee drug addiction rose vertiginously in most European colonial powers. coffee berry was treated divergently than sugar and rubber in the nineteenth century Age of Empire because its low technological demands meant that an mugwump country richly endowed with the factors of production, Brazil, could begin producing on an unprecedented scale. cut-rate fertile land and slave labor allowed coffee prices to plummet subsequently 1820 and remain low until the last quarter of the century creating supply-induced demand. Brazils exports jumped 75 fold surrounded by independence in 1822 and 1899. World consumption grew more than 15 fold in the nineteenth century.Consumers were not truly price conscious because they were long buffered from recognizing the price. If they drank in cafes, they were unaw be of the type of coffee they were drinking. As the price of nonpargonil sort rose, cafe owners often immingle in cheaper substitute grades rather than raise their price. he same seems to energise been true for grocers. Rather than risk losing their clientele, they competed on blends, not on price. They alike sought to keep prices constant. Price rises were often not passed on to the consumer. Instead, cheape r blends were employ or grocers reduced their profit margin.Moreover, as coffee sipping became customary and unconstipated habit-forming, it was transformed into a necessity for numerous. As a result, coffee in the twentieth century became price and in cum inelastic. Thus we are presented with the irony that the internationalistic coffee market at the turn of the twentieth century, one of the worlds largest commodity markets, was relatively price inelastic (within in a soilably large range) at both the production and the consumption end, though profit-driven commercial and industrial intermediaries were extremely conscious of price.In separatewise words, it was quite imperfect. The Philippine drinking chocolate Comp all (PCC) says the first coffee tree was introduced in Lipa, Batangas, in 1740 by a Spanish Francis usher out monk and concisely spread to neighboring towns of Ibaan, Lemery, San Jose, Taal, and Tanauan. Batangas owed much of its wealth to the coffee plantation s in these areas and Lipa at last became the coffee capital of the Philippines. We are one of the few countries that produces the four varieties of commercially viable coffee Arabica, Liberica (Barako), Excelsa, and Robusta.This is attri furthered to the countrys climate and soil ranging from the lowlands of gray 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 piss Brazil, Africa, and Java, it became the only source of coffee beans worldwide, PCC says. Our glory days as one of the worlds coffee centers lasted until 1889 when coffee rust hit the Philippine shores, coupled with an insect infestation. Production plunged to 1/6th its original amount. By indeed, Brazil had regained its position as the worlds leading manufacturing pedigree of coffee.A few of the surviving coffee seedlings were transferred from Batangas to Cavite, where they flourished. Our ranking fell beca use umteen of the coffee growing areas like rice fields and salt beds of Las Pinas were eaten by housing and commercial developments. Less area was allotted to coffee because farmers had shifted to other cash crops. Todays coffee tree is one of the worlds most popular beverages. Some claim it is the most widely consumed silver in the world aside from water. Coffees success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure.Coffee lovers come to associate the energizing lift of the caffeine with the richness and redolence of the beverage that delivers it. In our culture, book stash aways are in like manner seen as social, intellectual and downright hip. Many book introduces are a channelise of community where people pucker and know one another and talk. The atmosphere in a bookstore typically invites clients to relax and browse the shelves. The concept of a bookstore and coffee house is a good combination that depart perfectly gives the bookworm persons and a coffee lover the opportunity to purchase their favorite titles and give stark naked books succession restful and enjoying a cup of coffee.The Company is then formed because of the said conceptualized idea and inspiration. COMPANY PROFILE The name of the fraternity impart be CTB that stands for umber, TABLE, BOOK. The companys name was originated from the idea of coffee table book which means a hardcover book that is think to sit on a coffee table or kindred surface in an area where guests sit and are entertained, thus animate conversation or alleviating boredom. They tend to be over size of itd and of heavy construction, since thither is no pressing compulsion for portability.The Company CTB exit be a combination of piles of books ready for reading and a thriving cafe that provides place for bookworms to sip coffee and talk with their friends while enjoying their books. It is a freshly-made type of library and a much more public place for rea ding with a twist for having a cafe in it. It is a in truth interesting place for a person who wants to play off new people who are also interested in reading, studying and exploring new things and ideas through books. The cafe is really just an addition to the whole idea.It gives new impression to reading. Reading with a cup of coffee or tea with you is a lot better than reading without anything to drink or eat. Its a amplyer level of coming into a public place to look for interesting books and a cafe with it. TAGLINE aplomb your coffee and consume it closer to your softheartedness and mind. Our tag cablegram represents our caper in the most promising way. We distinct to narrate it as cool your coffee, cool meaning call your coffee. Cool because we want it to be mind-teasing and catchy so that customers pass on notice the line and think.Call your coffee and order it in the CTB memory to relax while reading your favorite novels and bring it closer to your heart and mind. C ustomers pass on unimpeachably 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 depot, customers will conciliate our stock close to their hearts and mind, remembering every moment theyve had with us. every learning they will earn with what they have read, we are assuring them that they will treasure everything we have shared with them forever.LOCATION The CTB store is located in 1199 unit 5 ground flr. Lemon Square Building, Edsa, Munoz Quezon City with the size of 102. 50 square meters. There are adequate parking seat and have reasonably priced per square meter. Rental payments as well additional payment will be stated within the leasing terms including the adaptation of utilities and amenities. BUSINESS DESCRIPTION VISION To become the foremost Coffee shop in the local and international industry providing the moderateper products and high persona experience. MISSION.To create a unique, comfortable and relaxing environment while enjoying the best hot and cold coffee drinks at an affordable price making it perfect. GOALS AND OBJECTIVES To growing the frequency of customers visitations. To maintain positive gross sales growth and increase market share. Increase brand awareness To open new branches of stores across the country every year. To ensure that equipments used for cold and hot coffee drinks are well-maintained and in good condition. spud new products and innovate service yearly. Develop an increase in sales while achieving a status quo state and decrease in marketing expenses. To create a cozy and relaxing ambiance. To give seminars and trainings to employees and retain their Standard Operating Procedures. To improve packagingal activities and advertisements every quarter To listen and implement feedbacks, suggestions and opinions of customers for the improvement and betterment of the lineage. CO MPANYS take form OF ORGANIZATION The company CTB is a sole owner type of business because the owners primary purpose is to generate profit. A sole proprietary is a business owned by a individual individual.This sole owner is responsible for the entire business and accepts complete tariff for the businesss liabilities, as well as its income. Unlike other legal structures, the sole proprietorship requires less paper puzzle out and is subject to few business restrictions and regulations. ? Characteristics of Sole possessor Management and Control A sole proprietorship is operated by a single individual thus, the sole proprietor has sole(prenominal) management and control of the business. Personal Liability A sole proprietor is own(prenominal)ly liable for all obligations 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 station is at risk and subject to attachment by creditors. If the business is conducted infra a name which does not show the owners prenomen or implies the existence of additional owners, the owner is required to file a fictitious name certificate and publish a notice in the newspapers. Capitalization There are no rules governing capitalization of a sole proprietorship. Continuity 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 whitethorn cover the business as he or she chooses. Taxation A sole proprietor is taxed on business income and may deduct permissible business expenses on his or her personal income tax fall down. ? Advantages of Sole Proprietor Easy formation The formation of sole proprietorship business is very easy and simple.No legal formalities a re involved for displace up the business excepting a licence or permission in certain cases. The entrepreneur with initiative and certain amount of capital tramp 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 put his heart and soulfulness in the business to earn more profit. Thus, the direct relationship between effort and reward motivates the entrepreneur to manage the business more expeditiously and effectively. Better control The entrepreneur takes all decisions affecting the business.He chalks out the plan and executes the same. His eyes are on everything and everyone. There is no cranial orbit for laxity. This results in better control of the business and ultimately leads to efficiency. Promptness in decision-making When the decision is to be taken by one person, it is sure to be quick. Thus, the entrepreneur as sole proprietor slew arrive at quick decisions co ncerning the business by which he can take the utility 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 quiet leaves no scope to his competitors to be aware of the business secrets. Flexibility in trading operations The sole proprietorship business is undertaken on a downcast 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 operations is small and the employees work under his direct supervision, the proprietor maintains a harmonical relationship with the employees.Similarly, the proprietor can know the tastes, likes and dislikes of the customers because of his personal rapport with the c ustomers. gaudy 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 punk as no specialists are normally appointed in mixed functional areas of the business which is the added advantages. Free from Government control Sole proprietorship is the least regulated form of business.Regulated laws are almost negligible in its formation, day-to-day operation and dissolution. Easy dissolution Like that of formation, the dissolution of the sole proprietorship is also very easy. Since the proprietor is the supreme license and no regulations are applicable for closure of the business he can dissolve his business any time he likes. Socially coveted New and small entrepreneurs can take up business on small- scale basis. There will be no scope for constriction of wealth in few hands. Sole proprietorship continues its operation in a lmost each and every area of business activity 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 service CTB will offer its customers the best tasting coffee beverages in the area. This will be achieved by using high-quality ingredients and strictly following preparation guidelines. The store layout, menu listings and marketing activities will be focused on maximise 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, muffins, sandwiches and bread. On the other hand, the store flings will be supplemented by small range of books, magazine and other references that customers can read while drinking coffee. PRODUCTS COFFEE AND ESPRESSO Regular Coffee Americano Cappucino Macchiato * caramel brown & Hazenut Caffe Latte Caffe mocha coffee ICED COFFEE Iced Americano Iced Cappucino Iced Macchiato *Caramel & cobnut Iced Latte Iced Mocha Latte NON COFFEE HOT DRINKS acrid Chocolate Hot vanilla NON COFFEE FROZEN DRINKS Chocolate Mocha Vanilla Cookies and Cream Hazelnut BAKED GOODIESSandwiches and Breads Muffins Cookies Croissants Donuts PRODUCT RESEARCH AND DEVELOPMENT The Product Research and cultivation Plan of CTB will provide a clear framework of contest targets for the consumer over the beside years. Strategic view of the needs and opportunities to achieve outcomes that meet the expectations of industry will be the key to the success of this plan. Within the next two years, the company was expected 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 lower 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 carry a multifariousness of quality products that will enable to provide full service economy 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 market CHARACTERICTICS CHARACTERISTICS PRIMARY SECONDARY LOCATION Nearby school/offices and establishments Nearby residents of regularise 1 and 2 of Quezon City AGE 16-35 36-59 GENDER Male and womanish Male and Female OCCUPATION Students/ Company employees Entrepreneurs STATUS Middle course of action Upper Class TYPE OF BUSINESS ESTABLISHMENT Schools/ Company offices moneymaking(prenominal) Buildings and Banks SURVEY QUESTIONS 1. Age_________ Gender _________ Occupation _________ 2. Ho w often do you visit a coffee shop within a month? o 1-2 o 3-4o 5-6 o 7-more 3. How some(prenominal) 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 commonly 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 Minimum 100 Average 350 Sum 1,400 7.What is the reason why do you want to go to a coffee shop? To release stress To study/read Social gathering intoxication habit Others_______(specify) MARKET SIZE AND TRENDS Coffee is the drink of choice for many people across the world which is the reason why 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 Internet access so that people can use their laptops while they enjoy their coffee. This is especially helpful for absorb students on the go.The coffee shop trend continues because there is a abundant demand for it. If you took a road 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 sell 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 propagation grew up thinking of coffee as a morning cartridge and after dinner drink f or adults only. The 18-24 year old group has a different view of coffee, thanks to the coffee shop culture. Where older generations pull together at the local soda shop, these kids made the local coffee shop their afternoon hangout. Starbucks and other local chains improved their coffees with flavors, sugar and many creams.This makes their coffee more appealing 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 dodge will be focused at adopt new customers, retaining the existing customers, getting customers to spend more and come back more often. Establishing a trustworthy customer base is of a paramount importance since such customer core 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 an d 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 probable 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 channels move products and services from businesses to consumers and to other businesses. Given the importance of distribution channels along with the check resources generally available to small businesses it is particularly important for entrepreneurs to make a careful assessment 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 so le proprietor for storage. The ingredients needed 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. advertizement AND PROMOTIONS We would adopt the following promotion strategies o Loyalty 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 Complementary Services and Products o mark Advertisements in different designated locations o Social Networking (engage fans in twitter, Facebook, Youtube and other motion-picture show sharing sites. ) MANAGEMENT PLAN Background and primary responsibilities of the management police squad In any business, employees have important roles in an constitution towards achieving the businesss goal.The managem ent 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 becoming hiring and training of workers. Every employee have their specific duties and responsibilities in building up a business. There will be a designated work and persona 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 physical exertion of its resources, it would be sure that the company will yield its expected return of income. The success of this project lies on the efficient and effective use of charitable 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 in taking in to actio ns the policies of the company. Also, they will be in charge of monitoring and supervising the trainees and former employees as well.It is very warm to know the capacity 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.