Coffee

The Vision of monastery

For monks and nuns, father Daniel Mary intends to expend $8.9 million to turn the old, small and makeshift rectory into a brand-new accommodate which will own a 500-acre monastery that could support at least 30 monks for living. For visitors, it will become an attraction with a beautiful gothic church, a convent for Carmelite nuns, a land of the hermitage lay on Mount Carmel, named Irma Lake Ranch.

The Vision for Mystic Monk Coffee

Mystic Monk Coffee’s vision is to expand its business by adding new coffee roasters and buying a brewery that will let them be more effective in producing more coffee and increasing earning. Eventually, using this money to support the expansion of the new monastery to build the hermitage of their dream.

The Mission of the Carmelite Monks of Wyoming

Mission statement differs to vision’s, it concentrates on present. It describes the organization’s overall intention to inform the workers, customers, and inventors about the company’s direction (Mission Statement vs Vision Statement, 2018)). The mission of the Carmelite monks of Wyoming is continuing to live a solitude, silent and prayer life at Mont Carmel, while serve high-quality coffee of organic Arabica beans by using supply chain of the high-quality fair trade. A bright future direction but indefinite objectives and performance targets of vision for the Carmelite Monks of Wyoming.

Thompson (2017) in his research notices that Father Daniel Mary has some overall plans such as $8.9 million required to buy a 495-acre ranch in order to expand this existing monastery, but I did not find his specific strategies on how to implement the ideas in 1 year or long-term. I think this is because Father Daniel Mary is not export who with a wealth of experience in the business. Less relate regulation experience did not stop Father Daniel Mary to guide his teams to fulfill their hopes.

Although Father Daniel Mary may not have a definite strategic plan, he has a preliminary plan to divide the entire task into several practical parts. The Ruffin Prevost Bulletin of the Wyoming State Bureau (2010) stated that they had held some important meetings before and during the failure to successfully acquire the property in Park County. Meeting gathered Monks, attorney, architect, engineer and other supporters. Their recommendations play a very important role to make them realize the final goal.

Strategy and competitive advantage

• Marketing side

In my opinion, a few successful strategies that make Mystic Monk Coffee stand out among the mass of rivals. High quality but the reasonable price for products, MMC has been aiming to provide the whole green coffee made by Arabica beans to reach its target markets since the beginning. WFTO (World Fair Trade Organization)’s stable supply chain provides MMC with great raw materials to ensure the high quality of coffee beans.

Seattle broker helps MMC have good control of the product price to keep them in the prevailing rate without been excessively volatile. Second, MMC offers customers a variety of coffee options. They offer different flavors of coffee and give them different and interesting names. For instance, there are ground caffeinated, decaffeinated coffee in dark, medium and light roasts, be named Cowboy Blend, Royal Rum Pecan, etc.

Last, high attachment with customer, their product is not only simply coffee but contains elements in religion, mystery, and spirit. These factors prompted MMC to nurture its customers. Imagine that when people want caffeine, they may go to Starbucks customarily for convenience. Instead, whenever you buy coffee from MMC, you will be satisfied with the contribution to the church in some forms. MMC also launches programs and activities to enhance the unique loyalty relationship with clients (Thompson, 2017).

• Financial side

MMC presented a good performance in operation in the first year. It sale over $56,500 products for a month. It remained a low expenditure that occupies less than the fourth eight percentage. Therefore. MMC gain a high profit margin about eleven percent of revenues (pp. C-5). In addition, they received $250,000 donation for their operation in the same year.

Strengths & Operations

As previously mentioned, differentiation strategy focuses on providing unique coffees and purchasing experiences to guests rather than a position on in the cheaper market to help them quickly capture the target market within one year. Customers have high emotional attachment with MMC, they are willing to donate and purchase constantly from MMC. Finally, the marketing platform are very important. Flexible sales model helps MMC overcome the shortcomings of having limited stores. Online shop makes worldwide people can pick MMC coffee online.

Conclusion

We discussed more advantages of MMC in this article. MMC has an ethical vision and mission of objectives, a unique brand position. It takes advantage of the differentiation market strategy, customer loyalty program, and online sales platform to gain significant profits in the first year. Father Daniel Mary led his team to finally realize their dream of building a new and better place for the Carmelite Monks of Wyoming.

However, some reasons determine that MMC cannot quickly grow into a mature company. Insufficient productivity leads to its inability to mass-produce. Very few stores limit MMC to be known by more customers. The most fundamental problem is that the brand positioning closely related to religion which has been packaged MMC as a niche brand, but Niche brand usually is hard to expansion.

Reference

• Mission Statement vs Vision Statement. (2018). Retrieved from https://www.diffen.com/difference/Mission_Statement_vs_Vision_Statement.
• Ruffin Prevost Gazette Wyoming Bureau. (2010, July 28). Monks seek tax relief, OK on
  monastery. Retrieved from https://billingsgazette.com/news/state-and regional/
  /wyoming/monks-seek-tax-relief-ok-on-monastery/article_304bf956-99ff-11df-b8c5-
  001cc4c002e0.html.
• Thompson, A. et al. (2017). Crafting and Executing Strategy, the quest for competitive
  advantage. 21stedition.ny, ny: McGraw hill.

The name of the coffee shop is “Cosmo Coffee” and it is determined to fulfill the daily necessity for the individuals who are labeled as coffee addicts. The ambience of the place is quite attractive and it’s developed for the people who are willing for a comfortable place. The coffee shop will be located at different places of Los Angeles and the mission of the shop would be to build a base of customers that are loyal to the brand. Cosmo Coffee will offer the best coffee in town with complementary items like books, pastries, etc.

Objectives

The objectives of the organization for the first year would be:

• To become the best coffee house for the selected target market in Los Angeles.
• Profits should be achieved in the first month if operations.
• The gross margin of 55% should be maintained.

Key success factors

Cosmo Coffee’s key success factors would be:

The design and ambience of the shop would be attractive for the customers and it would be efficient for the operations.

Employees must be trained rigorously for preparing the best coffee.

The marketing strategies should be directed towards the customers and emphasis will be laid on devising strategies which would retain the customers on a long term basis.

Mission

The mission of the organization is to make a place in which people can socialize with each other and the environment of the organization is relaxing and comfortable. The customers of the organization can enjoy the best coffee and pastries in town. The organization would be focusing on the relieving the stress of the customers through peaceful ambience and soft music.

Company summary

Cosmo Coffee is a coffee shop for the residents of Los Angeles. It will focus on the local individuals that are living there and provide them a new style of coffeehouses. Different factors can easily differentiate Cosmo coffee with its competitors. These factors are listed below:

• Variety: This coffee house would be the first in town that would offer so many varieties to its customers. The offerings of the coffee house would include tea, coffee, cocoa, juices, smoothies and certain other products.
• Location: Cosmo coffee will be located in the prime location of Los Angeles and the location would be near to shopping malls and offices.
• Expansion: The expansion of the stores is primarily based on consumer demand, year around tourist activity and sizeable student population.

Products

Cosmo Coffee will offer the best coffee in town and besides coffee the organization would also offer certain beverages. The organization would focus on high quality ingredients and emphasis would be laid on following the preparatory guidelines.

The core objective of the organization is to provide quality and taste to its target market and retain them for a long term. Besides coffee and espresso drinks, certain teas and refreshing beverages will be sold in the coffee bar. The coffee bar would also offer certain sandwiches, salads and pastries to its clients. Customers would relax in the coffee bar and they can enjoy their favorite magazine and newspaper while having their espresso coffee. The coffee menu will be based on drinks that are espresso based like mochas, cappuccinos, etc.

These drinks will be offered to customers in skimmed, whole or soy milk. Cosmo Coffee would stress on the preparation of these beverage because a slight deviation would affect the organization in both the short and the long run. Start Up Assets The startup assets would include both the short and the long term assets. The breakup of these costs is given below: Long term Assets for Cosmo Coffee would be: $63,000

Strategy and implementation

The organizations strategy would focus on new customers and then retain them for a long term basis.

A strong and vibrant customer base would affect the profits of the company and it will also result in favorable referrals for the company. The sales strategy The baristas of the organizations would manage the sales transactions and to speed up the operations three employee would be serving the clients and at least two of them would be preparing the orders of the customers. The data would be logged on a computerized system for further analysis. This organization is owned by an entrepreneur Mr. X and all the business oriented strategies are employed by Mr. X. Besides Mr. X there are certain other individuals that are involved in the management of Cosmo Coffee. There are certain employees that serve the coffee to the customers and there are 4 baristas in the coffee bar. Long term goals of Cosmo Coffee There are certain long term goals of the company and these long term goals are defined to attain effectiveness and efficiency for the company. The long term goals of the company are stated below:

• Establishing the brand: The brand of the company must be strengthened and different strategies must be used to make the brand a powerful brand in such a way that people would relate fun and coffee with Cosmo coffee.
• The financials of the company: through proper collaboration and planning the financials of the company must be appropriate enough so that the organization might take decisions of opening up different branches and sound financial performance of the company would devise the expansionary policy of the company.
• Emphasis must always be laid on the quality and ambience of the coffee shop so that customers can easily be retained on a long term basis.
• Besides opening different branched the organization might adopt a franchise system and they might enter into different countries.

Timeline of the business plan

• Selecting a brand name and the location ——— 1st May, 2009
• Developing objectives and framing the policy statement———- 5th May, 2009
• Calculation of costs and projection of sales —— 11th May, 2009
• Developing the long term objectives of the company ——- 14th May, 2009
• Implementing the Plan ——- 20th May, 2009

Code of ethics policy statement

Implementation of the strategies is considered as a critical element in every business plan and devising a proper code of ethics policy statement is an important strategy for both the short and the long run.

The code of ethics policy statement contains the policy oriented issues related to employees, customers, government, etc. Cosmo Coffee maintains strict policies and regulations on its employees which is related and linked with the standards of conduct that are expected in certain areas where certain improper activities can damage the reputation of the company and it might result is serious consequences for the company that can easily tarnish the organizations image. The core purpose of the policy statement is to set the standards of the organization with respect to certain political contributions and payments.

The code of ethics policy statement for Cosmo coffee is given below:

Compliance with the antitrust laws

Cosmo Coffee would recognize itself as an organization that complies with the antitrust laws of the United States of America. The business decisions of Cosmo coffee are relevant with the antitrust laws and any deviation from the laws can be injurious for the company in both the short and the long run.

The managers of the organization must organize the operations in such a way that no illegal activity should initiate in the organization. Similarly, no illegal competitive practices must be initiated in the organizations that are against the antitrust laws.

Compliance with the Sherman Act

The organization is considered to be a small business but it must comply with the Sherman Act. Cosmo Coffee should comply with the first Section of the Sherman Act. The organization should take care that no employee of the organization shall enter into any contract or understanding which might be considered as formal or informal with the competitors.

The discussion of certain elements like costs, product offerings, sales volume, market share and profits are considered as a crime and employee that engage in such activities should be fired from the organization. Similarly, the employees of Cosmo Coffee should enter any agreement with the lessee or the purchaser. Furthermore all the employees of the organization should comply with the Sherman act and no compliance would be considered as a criminal act.

Discussion and exchange of information with the competitors

Cosmo Coffee prohibits communication with the competitors of the company and the communication with the competitors in certain critical aspects would be considered as an illegal activity. Therefore, the employees and even the senior management would suffer if they are found guilty.

The objective of the policy

There are certain core objectives of the policy statement and these objectives are given below:

The organization would comply with the antitrust laws of America and all other countries if its business operations are extended in those countries.

No direct or indirect communication with the competitors of the company.

Violations from these policies

The violations from these policies might results in discharge of the employees or severe fines or both. However, the decision of Cosmo Coffee in this regard would be final.

References

1. Sutton, G. , & Kiyosaki, R. (2005). Rich Dad’s Advisors®: The ABC’s of Writing Winning Business Plans: How to Prepare a Business Plan That Others Will Want to Read — and Invest In . Business Plus.

Coffee industry represents the colour of roasted java as a individual value such as SCAA or HCCI colour criterion. PT. ACI uses Colorette 3b with a graduated table of 0 to 200 to stand for the colour between visible radiation into dark. This instrument can non mensurate the debasement of java colour during roasting which has a wider colour scope. This survey applied the ColorFlex that is designed with CIE criterion colour measuring by using a particular visible radiation beginning and a standard perceiver angle. The samples were measured with the standard visible radiation beginning of Daylight ( D65 ) and the normal observer angle of 10⁰. In some instances, the colour is frequently represented as chrome values but in this survey we used the colour difference ( & A ; Delta ; E ) which was calculated from the CIEL*a*b* co-ordinate to stand for the java colour. The CIEL*a*b* is calculated with following equation.

where Ten, Y, Z as the Tristimulus values ;are changeless values of 94.811, 100, and 107.3 severally matching to the light and observation angles. The co-ordinate of L* describe the degree of brightness, a* is the colour strength of ruddy ( + ) to green ( – ) , and b* describe the strength of yellow ( + ) to blue ( – ) . The & A ; Delta ; E is defined as follows.

where the indexes of 2 and 1 represent the object being measured and the mention. By presuming a black organic structure as mention ( the colour values are severally close to nothing ) , the & A ; Delta ; E is merely determined by the colour of the object. Therefore, eq.5 can be written as follows.

The relationship between the & A ; Delta ; E measured by the ColorFlex with colour value provided by Collorete 3b for the same sample. The consequence indicates a additive relationship ( high value of correlativity coefficient ) between both graduated tables and hence, this ColorFlex can be applied to mensurate the colour of roasted java.

The figure presents informations of detector response, grain colour, and points of three roast-degrees ( light-medium-dark ) for each measuring. The response of detectors was so processed into olfactory property forms captured at 3 min interval harmonizing to the observation clip of the colour parametric quantity. After that, the olfactory property form was analyzed to the colour and temperature informations. The same method was applied to the olfactory property form at the three critical points.

The effectual detector responsewas presented as a series of an effectual electromotive force detector at t-time after it was subtracted with an initial electromotive force for a mention. In this instance, the response of each detector in the first measuring ( t=180 s ) was considered as the mention. Thecan be written as follows.

PCA is a statistical method that is widely used for analysing the distribution of an experimental information. PCA is besides known as the Karhunen-Loeve or Hotelling transmutation which is one based on statistical analysis of extraneous transmutation for change overing a set of experimental informations which may incorporate of correlative variables into a set of new informations which contain of non linearly correlative variables known as chief constituent ( Personal computer ) . Personal computer on the first sequence contains the greatest variant value of the experimental information followed by the 2nd Personal computer, the 3rd, and so on. Mathematically, PCA algorithm can be solved by the method of Covariance. The covariance matrix of an experimental information is defined as follows.

where Ten is the matrix of the experimental informations with size of M x N, M is the figure of informations variable ( e.g. figure of detectors ) and N is the figure of the information, I and J are the index of the informations variable and the figure of experimental informations,is the norm of the informations for each variable,is a individual vector of the form informations containing of the M variable, andis the nothing mean informations. Based on Eq. 8, the covariance matrix of C is an extraneous matrix with size of M x M. PCA algorithm dramas to happen the characteristic root of a square matrix () and eigenvector () of the matrix, which can be described as follow.

Eq. 9 can be solved by the Jacobian method. The obtained characteristic root of a square matrix represents the figure of discrepancies of informations stored in each corresponding eigenvector. The eigenvector is besides called as a characteristic vector being used to transform the observation informations. Vector Personal computer as the consequence of this transmutation can be calculated by the undermentioned equation.

where I is the index of the input vector variable, J is the index of Personal computer matching to the sequence of the characteristic vector. The distribution of the experimental informations can be visualized by plotting the Personal computers on the Cartesian vector graph for either 2D or 3D. The distribution of the experimental information is visualized on the graph with the degree depending on the sum of discrepancy from the selected Personal computers. In many instances, the usage of the top of 2 or 3 Personal computers already represents more than 80 % of the discrepancy of the analyzed information, and so that the distribution have reflected the existent distribution of the informations.

The colour profile tends to travel down demoing the colour debasement from the yellow-green colour for green bean into the brownish colour for roasted bean. This alteration indicates an addition in degree of roasted java along with the length of the procedure. In add-on gives information that shows the colour alteration of a downward tendency, the chart besides provides scope of the colour values at each trying. From the consequence, it appears that the scope colour value of the grain in the early stages tends to be little for all replicates. The longer roasting clip be givening to widen the scope of colour values indicates a difference degree of adulthood of the roasted java. A similar consequence is besides performed by the profile of temperature. In the early stages, the roaster membranophone was set at the same temperature of 200⁰C before the java sample was inserted. The temperature will drop about 40-50⁰C in the beginning of roasting and so easy traveling up once more as the clip of roasting occur.

This is apprehensible because of the dramatic differences between roaster room temperature with the get downing java grain. At that point, the heat will be absorbed rapidly into the java grains. Although the warming component stays on but this soaking up is greater than the supply of thermal. In short, this temperature is profiled by a lessening in the initial stages so the procedure will slowly rise until it reaches a temperature of 200⁰C. In line with old consequences with the ascertained scope of temperature values for each sampling clip, it is seen an addition in the scope of values.

This shows that even though the procedure fixes the initial conditions of roasting, uses top-quality java bean, and adjusts an equal blower gap but the ripeness of the java grains is non equal for each sampling clip among experiment reproductions. These consequences prove that the both parametric quantity can non be used to reflect the joint degree though with homogenous stuffs. Furthermore, in existent conditions, the java grains as natural stuff in industry are obtained from providers with heterogenous for footings of quality, shelf life, wet content, and denseness. Therefore, the both parametric quantities have restriction to be used as an index of the degree of roasted java.

Sleep is very important to human beings especially because it allows both our minds and body to rest. It sorts out and arranges our memory and it is necessary for our body to function well. In fact about 40% of a person’s day is allocated to sleep throughout adolescence. However, adolescents who are people aged 12 to 18 years need 9 hours of sleep but on average most teens get 7 hours only (Mindell and Owens 30). A variety of factors contributes to the tendency of staying up late among adolescents this includes academic life, social life, and electronic media such as computers, televisions and cellphones.

Adolescents particularly college students nowadays are most likely to stay up late because of homework or next day’s long exam. In the case of the Computer Science Sophomore Students of the University of the Philippines, generating codes for machine problems and laboratories keeps them stay up all night thus getting less sleep. To keep them going, some drink a cup of coffee to avoid drowsiness. Coffee contains caffeine which serves as a stimulant. It keeps one stay awake but it disrupts sleep.

That is why to avoid sleeping difficulties; it is recommended that coffee should not be taken within four to six hours before bedtime. Gasapo 2 Coffee is a beverage which contains caffeine-a widely used stimulant. Caffeine can indeed bring mental alertness but disturbs sleep. In a recent interview of selected UP Computer Science students, some complain that after coffee consumption they had a hard time falling asleep. Furthermore, they said that they usually wake up in the middle of the night and have trouble falling back to sleep.

Lynne Lamberg, author of the Encyclopedia of Psychoactive Drugs: Drugs and Sleep said that”the need to sleep is an organizing force for living creatures” (21). The importance of sleep to one’s health is often overlooked by many people; furthermore not getting enough sleep could greatly affect every aspect of our health, thinking and behavior. Generally, every aspect of one’s physical, emotional, cognitive and social development is affected by sleep (Mindell and Owens 6).

However, life’s demands on teens as well as their competing priorities such as their social and academic lives often lead them to sleep deprivation. Most adolescents take a cup of coffee to avoid drowsiness and to stay alert during the night. In fact during adolescence, the initial exposure to caffeine takes place (Wagman 213). This is usually in the form of coffee and other caffeinated drinks such as soda and tea. Sheryl Laudito, in her article Staying Healthy with a Cup of Coffee said that “Coffee is a social binder, a warmer of tongues, a soberer of minds and a stimulant of wit” (3).

This is a possible reason why people Gasapo 3 are more inclined to drinking coffee than any other beverage. As author of The Encyclopedia of Psychoactive Drugs: Caffeine- the Most Popular Stimulant, Dr. Gilbert Richard notes that findings of a recent study showed that coffee drinkers prefer coffee because of the following reasons: It gives one a feeling of well-being; It calms; It orients and helps one think; It makes one less irritable; It gets one going and wakes one up. These are also the same reasons for those coffee drinkers from the interview conducted.

The following could also be possible reasons why more people are inclined to drinking coffee these are as follows: inherited coffee drinking habits, and influence of fast-paced lifestyle and work (Placido B3). Coffee, as defined by Stunning in Encyclopedia Americana, is the “seeds or beans of any of a group of tropical evergreen shrubs of the genus caffea, in the Madder family (Rubiaceae)”. Even though large quantities of coffee are used in flavors and extracts, coffee in the form of beverage is mostly consumed (187). The major component found in coffee is caffeine.

It is found naturally in coffee and tea as well as in carbonated beverages and medications (Wagman 213). Caffeine has a lot of effects to human health, it is widely used as a stimulant and many people especially those who stay up late and work at night depend on coffee. In order to stay alert, people rely mostly on coffee (Reyes E1). Gasapo 4 According to a psychologist and caffeine investigator Harris Lieberman, “Coffee improves alertness and reaction time in people, whether they’re habitual consumers of coffee or not” (qtd. in Reyes E1).

People like to drink coffee because they know that the chemical caffeine which is found in coffee prevents them from getting drowsy and helps them gain alertness and improve their reaction time. In addition, studies show that caffeine consumption could further improve reading speed, performance in mathematical as well as verbal tests and generally increase intellectual capacity (Reyes B3). Indeed, drinking coffee could provide mental alertness and could help one’s mental functions to work well. However as a consequence of staying awake and alert all night, sleep is compromised.

People will have a hard time falling asleep, would wake up during the night and would get less sleep than what their body requires. In the conducted interview, many complained that they had difficulties waking up in the morning; have headaches; feel sleepy during the day and would usually doze off in class. “Coffee nerves” are developed from too much caffeine consumption. It is usually characterized by trembling, nervousness, muscle tension, irritability, headaches, disorientation and most probably insomnia (Reyes B3). “No sleep” is the literal meaning the term insomnia.

It is now used to define a condition where people tend to have trouble falling or staying asleep, and not being able to function as Gasapo 5 usual the next day as a consequence (Lamberg 25). Based on the indications mentioned above, the coffee drinkers from the group of sophomore Computer Science students of UPV from the interview conducted experience insomnia. This is mainly due to their intake of coffee few hours before going to bed. According to caffeine expert Roland Griffiths, people tend to report increased alertness and energy after consuming anywhere from 20 to 200 mg of caffeine (qtd. n Reyes E1).

A cup of coffee contains about 50 mg of caffeine. Caffeine being a mild stimulant is used as a psychoactive drug worldwide. Prolonged times of falling asleep and awakening during the night are some effects of caffeine when taken near bedtime. This is because caffeine could remain for several hours and continue to have stimulating effect in the bloodstream (Lamberg 30). The peak of caffeine level in our body is one hour after consumption. In three to seven hours later, only more than one half of the ingested caffeine is broken down and considered inactive (Reyes M7).

This is the reason why it is difficult to fall asleep because by the time you are about to sleep after gaining mental alertness and wakefulness during the night, caffeine would still be present in the bloodstream and would still continue its stimulating effect for as long as seven hours after the time it was consumed. Moreover, Tim Roehrs, a director of research at the Sleep Disorder Center of the Henry Ford Hospital in Detroit explained that caffeine interferes with Gasapo 6 adenosine, the brain’s sleep regulator (qtd. n Reyes E1). Caffeine’s major effect, insomnia or having difficulty falling asleep has a very serious impact to one’s health. If sleep is lesser than what the body requires, it will not be able to function well and accordingly. As adolescents we must be aware of the real price that we pay for not getting enough sleep. Consider the costs such as depression, poor grades, poor school performance, mood issues and many more. Sleep deprivation affects the way we think and the way we make decisions when we are stressed emotionally.

Being unable to perform well in class and having low attention p and less interest to the lesson are manifested by the sleep deprived sophomore Computer Science students. According to Owens and Mindel, research shows that the skills most compromised by loss of sleep are the skills for organization and time management, the skill to multitask, prioritize, sort through a lot of information accurately, and the skill to think creatively (229). If someone is sleep deprived or experiences insomnia, he or she may have a difficult time waking up in the morning.

Sleep deprivation would eventually cause higher incidences of tardiness, increased rates of absenteeism to catch up on sleep, and if these incidences continue, there will obviously be a higher tendency of dropout rates. Attitude and motivation may Gasapo 7 also suffer if a student is sleep deprived. Studies show that well rested students are more responsive to teachers and would participate well in class compared to sleepier ones (Owens, Mindel 230). Behavior may also be affected if a person is sleep deprived. Frustration tolerance becomes lower as well as emotional control.

Moreover, sleep deprived teens may be poor rested and overtired and would not be able to cope with problems around them, moodiness and irritability may also be an effect of not getting the enough sleep that your body actually requires. Table 1 shows the effects of lack of sleep according to Dr. Owens and Mindell (28).  Lack of sleep affects mood. A sleepy child is more:

• irritable
• cranky
• moody
• whiny

They have competing priorities which includes school and social demands. In case of the sophomore Computer Science students of UPV, examples of these demands are finishing machine problems, after-school jobs and social activities as well. These are the reasons why they stay up late. Coffee, the most available stimulant is a big help for these students to achieve mental alertness and wakefulness. Coffee may come in different forms wherein students would enjoy drinking them depending on their preference. But whatever form it is, aside from decaffeinated ones, coffee still contains caffeine. Although caffeine may be effective for mental functions, it can greatly disturb sleep. So if one desires to drink coffee in order to achieve wakefulness and mental alertness at night without compromising sleep, coffee should be consumed four to six hours before bedtime.

Restricting oneself to two cups of coffee a day can already give the maximum benefits of alertness by having one cup first in the morning and the other in the midafternoon (Lamberg 33). If one considers drinking coffee to be very essential and could boost up performance, there is no reason to deprive oneself of its benefits. Just take into consideration that to avoid putting one’s health at risk, coffee should be taken at a considerable amount and at the right time.

TYPES OF FARMING IN INDIA Primitive Subsistence Farming This type of farming is still practised in few pockets of India. Primitive subsistence agriculture is practised on small patches of land with the help of primitive tools like hoe, dao and digging sticks, and family/community labour. This type of farming depends upon monsoon, natural fertility of the soil and suitability of other environmental conditions to the crops grown. It is a ‘slash and burn’ agriculture. Farmers clear a patch of land and produce cereals and other food crops to sustain their family.

When the soil fertility decreases, the farmers shift and clear a fresh patch of land for cultivation. This type of shifting allows Nature to replenish the fertility of the soil through natural processes; land productivity in this type of agriculture is low as the farmer does not use fertilisers or other modern inputs. It is known by different names in different parts of the country. It is known as jhumming in north-eastern states like Assam, Meghalaya, Mizoram and Nagaland; Pamlou in Manipur, Dipa in Bastar district of Chattishgarh, and in Andaman and Nicobar Islands.

This primitive form of cultivation is called ‘Bewar’ or ‘Dahiya’ in Madhya Pradesh, ‘Podu’ or ‘Penda’ in Andhra Pradesh, ‘Pama Dabi’ or ‘Koman’ or Bringa’ in Orissa, ‘Kumari’ in Western Ghats, ‘Valre’ or ‘Waltre’ in South-eastern Rajasthan, ‘Khil’ in the Himalayan belt, ‘Kuruwa’ in Jharkhand, and ‘Jhumming’ in the North-eastern region. Intensive Subsistence Farming This type of farming is practised in areas of high population pressure on land. It is labour intensive farming, where high doses of biochemical inputs and irrigation are used for obtaining higher production.

Though the ‘right of inheritance’ leading to the division of land among successive generations has rendered land-holding size uneconomical, the farmers continue to take maximum output from the limited land in the absence of alternative source of livelihood. Thus, there is enormous pressure on agricultural land. Commercial Farming The main characteristic of this type of farming is the use of higher doses of modern inputs, e. g. high yielding variety (HYV) seeds, chemical fertilisers, insecticides and pesticides in order to obtain higher productivity.

The degree of commercialisation of agriculture varies from one region to another. For example, rice is a commercial crop in Haryana and Punjab, but in Orissa, it is a subsistence crop. Plantation Plantation is also a type of commercial farming. In this type of farming, a single crop is grown on a large area. The plantation has an interface of agriculture and industry. Plantations cover large tracts of land, using capital intensive inputs, with the help of migrant labourers. All the produce is used as raw material in respective industries. In India, tea, coffee, rubber, sugarcane, banana, etc.. are important plantation crops.

Tea in Assam and North Bengal coffee in Karnataka are some of the important plantation crops grown in these states. Since the production is mainly for market, a well developed network of transport and communication connecting the plantation areas, processing industries and markets plays an important role in the development of plantations. CROPPING PATTERN India has three cropping seasons — rabi, kharif and zaid. www. excellup. com © 2009 Send your queries and suggestions to enquiry@excellup. com Rabi: Rabi crops are sown in winter from October to December and harvested in summer from April to June.

Some of the important rabi crops are wheat, barley, peas, gram and mustard. Though, these crops are grown in large parts of India, states from the north and northwestern parts such as Punjab, Haryana, Himachal Pradesh, Jammu and Kashmir, Uttaranchal and Uttar Pradesh are important for the production of wheat and other rabi crops. Availability of precipitation during winter months due to the western temperate cyclones helps in the success of these crops. However, the success of the green revolution in Punjab, Haryana, western Uttar Pradesh and parts of Rajasthan has also been an important factor in the growth of the above mentioned rabi crops.

Kharif: Kharif crops are grown with the onset of monsoon in different parts of the country and these are harvested in September-October. Important crops grown during this season are paddy, maize, jowar, bajra, tur (arhar), moong, urad, cotton, jute, groundnut and soyabean. Some of the most important rice-growing regions are Assam, West Bengal, coastal regions of Orissa, Andhra Pradesh, Tamil Nadu, Kerala and Maharashtra, particularly the (Konkan coast) along with Uttar Pradesh and Bihar. Recently, paddy has also become an important crop of Punjab and Haryana.

In states like Assam, West Bengal and Orissa, three crops of paddy are grown in a year. These are Aus, Aman and Boro. Zaid: In between the rabi and the kharif seasons, there is a short season during the summer months known as the Zaid season. Some of the crops produced during ‘zaid’ are watermelon, muskmelon, cucumber, vegetables and fodder crops. Sugarcane takes almost a year to grow. Major Crops Rice: It is the staple food crop of a majority of the people in India. Our country is the second largest producer of rice in the world after China.

It is a kharif crop which requires high temperature, (above 25°C) and high humidity with annual rainfall above 100 cm. In the areas of less rainfall, it grows with the help of irrigation. Rice is grown in the plains of north and north-eastern India, coastal areas and the deltaic regions. Development of dense network of canal irrigation and tubewells have made it possible to grow rice in areas of less rainfall such as Punjab, Haryana and western Uttar Pradesh and parts of Rajasthan. Wheat: This is the second most important cereal crop. It is the main food crop, in north and north-western part of the country.

This rabi crop requires a cool growing season and a bright sunshine at the time of ripening. It requires 50 to 75 cm of annual rainfall evenly distributed over the growing season. There are two important wheat-growing zones in the country – the Ganga-Satluj plains in the northwest and black soil region of the Deccan. The major wheatproducing states are Punjab, Haryana, Uttar Pradesh, Bihar, Rajasthan and parts of Madhya Pradesh. Millets: Jowar, bajra and ragi are the important millets grown in India. Though, these are known as coarse grains, they have very high nutritional value.

For example, ragi is very rich in iron, calcium, other micro nutrients and roughage. Jowar is the third most important food crop with respect to area and production. It is a rain-fed crop mostly grown in the moist areas which hardly needs irrigation. Maharashtra is the largest producer of jowar followed by Karnataka, Andhra Pradesh and Madhya Pradesh. Bajra grows well on sandy soils and shallow black soil. Rajasthan is the largest producer of bajra followed by Uttar Pradesh, Maharashtra, Gujarat and Haryana. Ragi is a crop of dry regions and grows well on red, black, sandy, loamy and shallow black soils.

Karnataka is the largest producer of ragi followed by Tamil Nadu. Apart from these states, www. excellup. com © 2009 Send your queries and suggestions to enquiry@excellup. com Himachal Pradesh, Uttaranchal, Sikkim, Jharkhand and Arunachal Pradesh are also important for the production of ragi. Maize: It is a crop which is used both as food and fodder. It is a kharif crop which requires temperature between 21°C to 27°C and grows well in old alluvial soil. In some states like Bihar maize is grown in rabi season also. Use of modern inputs such as HYV seeds, fertilisers and irrigation have contributed to the increasing production of maize.

Major maize-producing states are Karnataka, Uttar Pradesh, Bihar, Andhra Pradesh and Madhya Pradesh. Pulses: India is the largest producer as well as the consumer of pulses in the world. These are the major source of protein in a vegetarian diet. Arhar, urad, moong, masur, chana and peas are major pulses of India. Pulses help in restoring soil fertility. That is why they are produce in rotation with other crops. UP, MP, Rajasthan and Karnataka are major pulse producing states in India. Sugarcane: Sugarcane grows in hot and humid climate. It requires temperature range of 21° to 27° c and rainfall of 75 cm to 100 cm.

Sugar can grow on variety of soils. After Brazil, India is the second largest producer of sugarcane in the world. It is the main source of sugar, gur (jaggary), khandsari and molasses. The major sugarcane-producing states are Uttar Pradesh, Maharashtra, Karnataka, Tamil Nadu, Andhra Pradesh, Bihar, Punjab and Haryana. Oil Seeds: India is the largest producer of oilseeds in the world. Different oil seeds are grown covering approximately 12 per cent of the total cropped area of the country. Main oil-seeds produced in India are groundnut, mustard, coconut, sesamum (til), soyabean, castor seeds, cotton seeds, linseed and sunflower.

Most of these are edible and used as cooking mediums. However, some of these are also used as raw material in the production of soap, cosmetics and ointments. Groundnut is a kharif crop and accounts for about half of the major oilseeds produced in the country. Andhra Pradesh is the largest producer of groundnut followed by Tamil Nadu, Karnataka, Gujarat and Maharashtra – linseed and mustard are rabi crops. Sesamum is a kharif crop in north and rabi crop in south India. Castor seed is grown both as rabi and kharif crop. Tea: Tea cultivation is an example of plantation agriculture.

It is also an important beverage crop introduced in India initially by the British. Today, most of the tea plantations are owned by Indians. The tea plant grows well in tropical and sub-tropical climates endowed with deep and fertile well-drained soil, rich in humus and organic matter. Tea bushes require warm and moist frost-free climate all through the year. Frequent showers evenly distributed over the year ensure continuous growth of tender leaves. Tea is a labourintensive industry. It requires abundant, cheap and skilled labour. Tea is processed within the tea garden to restore its freshness.

Major tea producing states are Assam, hills of Darjeeling and Jalpaiguri districts, West Bengal, Tamil Nadu and Kerala. Apart from these, Himachal Pradesh, Uttaranchal, Meghalaya, Andhra Pradesh and Tripura are also tea-producing states in the country. India is the leading producer as well as exporter of tea in the world. Coffee: India produces about four per cent of the world’s coffee production. Indian coffee is known in the world for its good quality. The Arabica variety initially brought from Yemen is produced in the country. This variety is in great demand all over the world.

Intially its cultivation was introduced on the Baba Budan Hills. Others: India is a producer of tropical as well as temperate fruits. Mangoes of Maharashtra, Andhra Pradesh, Uttar Pradesh and West Bengal, oranges of Nagpur and Cherrapunjee www. excellup. com © 2009 Send your queries and suggestions to enquiry@excellup. com (Meghalaya), bananas of Kerala, Mizoram, Maharashtra and Tamil Nadu, lichi and guava of Uttar Pradesh and Bihar, pineapples of Meghalaya, grapes of Andhra Pradesh and Maharashtra, apples, pears, apricots and walnuts of Jammu and Kashmir and Himachal Pradesh are in great demand the world over.

Horticulture Crops: India is the largest producer of fruits and vegetables in the world. India produces about 13 per cent of the world’s vegetables. It is an important producer of pea, cauliflower, onion, cabbage, tomato, brinjal and potato. Non-Food Crops Rubber: It is an equatorial crop, but under special conditions, it is also grown tropical areas. It requires moist and humid climate with rainfall of more temperature above 25°C. Rubber is an important industrial raw material. It Kerala, Tamil Nadu, Karnataka and Andaman and Nicabar islands and Garo India ranks fifth among the world’s natural rubber producers.

in tropical and subthan 200 cm. and is mainly grown in hills of Meghalaya. Cotton: India is believed to be the original home of the cotton plant. Cotton is one of the main raw materials for cotton textile industry. India is the third-largest producer of cotton in the world. Cotton grows well in drier parts of the black cotton soil of the Deccan plateau. It requires high temperature, light rainfall orirrigation, 210 frost-free days and bright sunshine for its growth. It is a kharif crop and requires 6 to 8 months to mature.

Major cotton-producing states are – Maharashtra, Gujarat, Madhya Pradesh, Karnataka, Andhra Pradesh, Tamil Nadu, Punjab, Haryana and Uttar Pradesh. Jute: It is known as the golden fibre. Jute grows well on well-drained fertile soils in the flood plains where soils are renewed every year. High temperature is required during the time of growth. West Bengal, Bihar, Assam, Orissa and Meghalaya are the major jute producing states. It is used in making gunny bags, mats, ropes, yarn, carpets and other artefacts. Due to its high cost, it is losing market to synthetic fibres and packing materials, particularly the nylon.

Bhoodan – Gramdan & Land Reforms Vinoba Bhave spread the awareness about donating surplus land to the landless. This was a precursor of abolition of Zamindari system. ‘Land reform’ was the main focus of our First Five Year Plan. The right of inheritance had already lead to fragmentation of land holdings necessitating consolidation of holdings. The laws of land reforms were enacted but the laws of implementation was lacking or lukewarm. The Government of India embarked upon introducing agricultural reforms to improve Indian agriculture in the 1960s and 1970s.

The Green Revolution based on the use of package technology and the White Revolution (Operation Flood) were some of the strategies initiated to improve the lot of Indian agriculture. But, this too led to the concentration of development in few selected areas. In states like Punjab, UP, proper implementation fo land reform has led viable size of plot. The right size leads to scale economy and better crop management leading to optimum production. Therefore, in the 1980s and 1990s, a comprehensive land development programme was initiated, which included both institutional and technical reforms.

Provision for crop insurance against drought, flood, cyclone, fire and disease, establishment of Grameen banks, cooperative societies and banks for providing loan facilities to the farmers at lower rates of interest were some important steps in this direction. Kissan Credit Card (KCC), Personal Accident Insurance Scheme (PAIS) are some other schemes introduced by the Government of India for the benefit of the farmers. Moreover, special weather bulletins and www. excellup. com © 2009 Send your queries and suggestions to enquiry@excellup. com

agricultural programmes for farmers were introduced on the radio and television. The government also announces minimum support price, remunerative and procurement prices for important crops to check the exploitation of farmers by speculators and middlemen. Current Scenario: The growth rate in agriculture is decelerating which is an alarming situation. Today, Indian farmers are facing a big challenge from international competition and our government is going ahead with reduction in the public investment in agriculture sector particularly in irrigation, power, rural roads, market and mechanisation.

Subsidy on fertilisers is decreased leading to increase in the cost of production. Moreover, reduction in import duties on agricultural products have proved detrimental to agriculture in the country. Farmers are withdrawing their investment from agriculture causing a downfall in the employment in agriculture. Agriculture has been the backbone of the Indian economy though its share in the Gross Domestic Product (GDP) has registered a declining trend from 1951 onwards; yet its share in providing employment and livelihood to the population continues to be as high as 63 per cent in 2001.

The declining share of agriculture in the GDP is a matter of serious concern because any decline and stagnation in agriculture will lead to a decline in other spheres of the economy having wider implications for society. Considering the importance of agriculture in India, the Government of India made concerted efforts to modernise agriculture. Establishment of Indian Council of Agricultural Research (ICAR), agricultural universities, veterinary services and animal breeding centres, horticulture development, research and development in the field of meteorology and weather forecast, etc. were given priority for improving Indian agriculture.

Apart from this, improving the rural infrastructure was also considered essential for the same. FOOD SECURITY If any segment of our population does not have this access, that segment suffers from lack of food security. The number of people who do not have food security is disproportionately large in some regions of our country, particularly in economically less developed states with higher incidence of poverty. The remote areas of the country are more prone to natural disasters and uncertain food supply. In order to ensure availability of food to all sections of society our government carefully designed a national food security system.

It consists of two components (a)buffer stock and (b) public distribution system (PDS). Public Distribution System: PDS is a programme which provides food grains and other essential commodities at subsidised prices in rural and urban areas. India’s food security policy has a primary objective to ensure availability of foodgrains to the common people at an affordable price. It has enabled the poor to have access to food. The focus of the policy is on growth in agriculture production and on fixing the support price for procurement of wheat and rice, to maintain their stocks.

Food Corporation of India (FCI) is responsible for procuring and stocking foodgrains, whereas distribution is ensured by public distribution system (PDS). The FCI procures foodgrains from the farmers at the government announced minimum support price (MSP). The government used to provide subsidies on agriculture inputs such as fertilizers, power and water. These subsidies have now reached unsustainable levels and have also led to large scale inefficiencies in the use of these scarce inputs. Excessive and imprudent use of fertilizers and water has led to waterlogging, salinity and depletion of essential micronutrients in www.

excellup. com © 2009 Send your queries and suggestions to enquiry@excellup. com the soil. The high MSP, subsidies in input and committed FCI purchases have distorted the cropping pattern. Wheat and paddy crops are being grown more for the MSP they get. Punjab and Haryana are foremost examples. This has also created a serious imbalance in inter-crop parities. In PDS consumers are divided into two categories : • Below poverty line(BPL) and • Above poverty line (APL), with the issue price being different for each category.

However, this categorisation is not perfect and a number of deserving poor have been excluded from the BPL category. Moreover, some of the so called APL slip back to BPL, because of the failure of even one crop and it is administratively difficult to accommodate such shifts. Suggestion for Future: Each district and block can be made self sufficient in foodgrain production if government provides proper agricultural infrastructure, credit linkages and also encourages the use of latest techniques.

Instead of concentrating only on rice or wheat, the food crop with a better growth potential in that particular area must be encouraged. Creation of necessary infrastructure like irrigation facilities, availability of electricity etc. may also attract private investments in agriculture. The focus on increasing foodgrain production which should be on a sustainable basis and also free trade in grains will create massive employment and reduce poverty in rural areas. Shifting Agricultural Pattern: There has been a gradual shift from cultivation of food crops to cultivation of fruits, vegetables, oil-seeds and industrial crops.

This has led to the reduction in net sown area under cereals and pulses. With the growing population of India, the declining food production puts a big question mark over the country’s future food security. The competition for land between non-agricultural uses such as housing etc. and agriculture has resulted in reduction in the net sown area. The productivity of land has started showing a declining trend. Fertilisers, pesticides and insecticides, which once showed dramatic results, are now being held responsible for degrading the soils.

Periodic scarcity of water has led to reduction in area under irrigation. Inefficient water management has led to water logging and salinity. Impact of Globalisation on Agriculture Under globalisation, particularly after 1990, the farmers in India have been exposed to new challenges. Despite being an important producer of rice, cotton, rubber, tea, coffee, jute and spices our agricultural products are not able to compete with the developed countries because of the highly subsidised agriculture in those countries.

Change in cropping pattern for example from cereals to high-value crops will mean that India will have to import food. During 1960’s this would have been seen as a disaster. But if India imports cereals while exporting high-value commodities, it will be following successful economies like Italy, Israel and Chile. These countries exports farm products (fruits, olives, speciality seeds and wine) and import cereals. www. excellup. com © 2009 Send your queries and suggestions to enquiry@excellup. com

REPORT FOR THE PROMOTIONAL PLAN OF HOT AND CHOCOLATE TEA/COFFEE OF COSTA COFFEE MODULE NAME : MANAGING FINANCE AND MARKETING IN BUSINESS MODULE CODE : TH600B1E SUBMITTED TO : O’HALLERAN ERIC, LONGART PEDRO SUBMITTED BY : RATHEESH VISWANATHAN – 21208850 RESHMI PRABHAKARAN USHA DEVI – 21205617 SUKHWANT KAUR MANN – 21207381 INDEX 1. INTRODUCTION 3 2 BUSINESS PORTFOLIO 3 3. SMART OBJECTIVE 3 4. PROMOTION TITLE 7 5. WHAT WE NEED TO BE DONE? 7 6. BUDJET CONSIDERATION 7 7. WORKING OF SEVEN P’S 8 8. CLOSE SCRUTINY AND COST 8 . RETURN OF INVESTMENT 9 10. CONCLUSION 9 11. BIBLIOGRAPHY 10 1. INTRODUCTION This report is submitted on behalf of the marketing plan for a franchise branch of Costa Coffee located Ealing Broadway in West London of United Kingdom Costa coffee has a fabulous history to be poured in each cup of tea which is served to the customers. HISTORY Costa coffee was founded and established by Sergio and Bruno in the year 1971. The first cup of coffee was served in Newport Street, London. Gradually Costa gained its reputation by providing coffee to local caterers and delicatessens.

After seven years, Costa brothers opened their first shop and by the end of 1995, Costa coffee was spread into 41 Costa stores. It was in 1995 Costa Coffee was purchased by Whitbread PLC and from there it has grown into more and more locations to over 2000 stores world – wide. Over the last 40 years a lot of things had changed but the endless passion for creating great tasting of coffee still lies in the heart of Costa. VISION Costa Coffee is committed to provide the best hospitality experience to its customers with a range of hospitality products which includes hotels, restaurants and leisure clubs.

MISSION “ To serve the best coffee in the true Italian style. ” 2 BUSINESS PORTFOLIO Over 40 years of excellence Costa had builded up and inevitable reputation of coffee excellence. This goodwill is created by a whole control of the entire processes that is from harvesting and selection of coffee beans, the roasting of Italian masteries, the choice of machines and compliance for the various procedures of manufacturing beverages and overall ensuring that the same quality of excellent coffee is served to the customers of Costa coffee all around the world.

Three different sizes are there for Costa which will serve the customer in 3 different sizes, Primo, Medio and Massimo and the customer can choose from any of Unique blend of Mocha Italia, or decaf, whole or skim milk and add an extra dose of espresso, flavored syrup, cream, candy or chocolate. 15 factors are combined and help to form the perfect Costa Coffee. On over all of these, in each store all over the world regular controls are imposed to ensure consistent and qualitated Costa products and a Barista Mastero (coffee expert) is there in each Costa Coffee to ensure the excellence of drinks served. MARKET IN UK

The deep rooted heritage and unique quality of coffee had made Costa the market leader here in UK. Over 1,300 stores are operated by Costa or via its individual and corporate franchises. Costa coffee can be found everywhere the customers need for a great coffee. Such as high streets, airport & rail stations, shopping centers & retail parks, motorway & forecourts, hotels, cinemas, hospitals & universities, visitor attractions and leisure venues. In addition to the Costa stores, Costa coffee is also available at over 4,000 premium locations; travel, contract catering, pubs bars & restaurants and hotel & leisure venues.

CURRENT MARKET SITUATION The current macroeconomic market condition was a complex one and regular effort must be required for the right tracking of the same. PESTEL Analysis Political Costa coffee beans are growing especially in developing countries. So if taxes imposed on the farmers in those countries increased it will make Costa should pay a higher rate for the coffee they purchase and any of those fluctuations in taxation levels will ultimately be passed over to the customers. Economical The economic recession that was happened in 2008 are still creating challenges in the business of Costa Coffee firmly as a whole.

Consumers became more conscious with their discretionary spending due to the high unemployment and debt in person and the situation is still prevailing as the same Social/cultural People are spending considerable amount of money. As per the recent survey of Costa’s market experts we found that the annual expenditure of people in London for tea was money on coffee was ? 623million and tea was ? 738 million. Customers are going to coffee shops not only for drinking coffee but also to relax and for even unofficial meeting also. Technological

The latest technological advancement is Senseo which is a better and cheaper coffee machine which can be very much helpful for home usage which can be adversely affecting Costa coffee. Environmental As a part of environmental awareness coffee companies will have to be aware about the way their coffee beans are produced and the way to manufacture and sell their products. Design their supply chain Legal U K, a decade ago pulled out of the ICA (international Coffee Agreement) that set export quotas for producing nations and kept the price of coffee fairly stable.

Coffee quotas and price controls ended. Since the deregulation farmers have suffered and their earnings have dropped. Many have struggled to make a living so have given up. International trade regulations/tariffs – Trade issues will affect Costa predominantly when exporting and importing goods. Target Customers Detailed research and strategic studies have been conducted to identify the class and categories of customers. While evaluating their consumer market the conclusion was that the ideal consumer’s economic profile will be; 1.

Upper Middle Class: Our recent surveys show that 68% of the total coffee consumers of London were upper middle class people or high economy class people. Hot coffee and hot chocolate coffee was mainly consumed by these class of people. 2. Privileged Class: These classes of people also enjoy the tea more than coffee. Thus we can capture a strong hold on the market of tea and gear up the promotion of hot and chocolate flavor of tea. While the age demographics will be: 1. Students and Youngsters: Students and youngsters consider coffee shops as a gathering spot rather than consuming the products.

Here we can utilize the grouping of these people as a sales boost up 2. Professionals: These categories of people were both interested in coffee and tea products as well as they utilize their tea or coffee consumption for unofficial meetings. 3. Families: Families are usually weekend customers and leisure time customers. 4. Mature Consumers: Matured customer groups are ideal for consumption of Costa products because according to our market study most of the people of these groups are theoretically addicted to tea or coffee.

We can blow up their mind towards consuming our targeted product Gender and Ethnic/Religious Background was researched to have minimal or no effect on the choices concerning coffee made by consumers and their patronage of coffeehouses. Competitor Analysis The renowned coffee brands which are prevailed in UK were Starbucks, Caffe Nero, Coffee republic, Green Mountain Coffee Roasters, Coffee Bean Peet’s, Caribou Coffee, Cafe Coffee Day, Barista and Mochas. Amoung these we are experiencing a competition with one brand that is Starbucks. Costa Coffee and Starbucks

Starbucks is the prime and most intimate competitor of Costa Coffee. Although we are in the prime market position in UK, Starbuscks occupies the position of leader in the coffee shop market with an international market of over 50 countries. Costa occupies the second position on the base of international presence in 27 countries. Both companies had extremely excellent financial performance from 2005 to 2010. However in 2009 Starbucks had made improvements in their cost structure and therefore the liquidity is better than Costa Coffee since it managed its short-term debt payments.

An important factor for both companies is globalization because most leading firms in the food service market expand their operations to other countries. Anyway the future success of both the companies will be based on their operations within UK. Situation analysis – SWOT Strengths As we look into the strengths of Costa coffee, it is showing continuous growth which pasted up their market leader position. Costa had an excellent brand name and brand visibility. Another strength is the wide range of products and value for the money.

Costa has a club card which will focus on customers loyalthy. Another peculiarity is that Costa has its own roastery that ensures quality of coffee. Also they are providing the extra bit of unique taste by training baristas within their own training academy. Weaknesses The major weakness of Costa is that even though it is operating globally, they are relatively in only few countries worldwide. Another problem is the difficulty to control and maintain brand standard with their franchise store. Limited range of cool drinks available in Costa is another point of weakness.

Opportunities We are finding our own opportunities in global market by developing products or drinks such as organic products/cool drinks etc. Another merit include s the introduction of online /telephone ordering system . Entry to far East is another opportunity because of the chilled weather hot chocolate tea will help us to boost up regular sales proportion Threats We are facing major threats from existing coffee chains and fast food outlets. The intense price competition is another threat. As we develop new recipe that means imitating the recipe more quickly . SMART OBJECTIVE Our SMART objective is to increase the monthly sales of hot and chocolate tea/coffee in Costa Coffee by 30 % within 7 months of calculated marketing campaign. 4. PROMOTION TITLE A promotion title should always be a suitable caption that can steal the hearts of public which conveys the idea of product/commodity along with our tradition that induces them to consume our product. After a lot of ‘inventions and innovation’ Costa introduce its promotion title as “Feel the best tea and coffee in the true Italian style. ” 5.

WHAT WE NEED TO BE DONE? For the achievement of our preplanned objective we have decided to open 3 promotional stalls for exclusive sales of hot and chocolate tea/coffee within the circle of Ealing Broadway. Within the same we will introduce a special high street offer to our targeted product. Here we calculate that we can drive revenue through increased consumer awareness about that particular product. Supporting promotion to drive people to the outlets should be done with by leaflet distribution within the area circle and advertisement in selected local newspaper. . BUDJET CONSIDERATION The table shown below details all about the total cost of the marketing statregy of Costa Coffee of Ealing Broadway within 7 months of calculated period |Marketing Strategy |Costs for Seven Months | |Equipments from ? 800 – ? 1100 + Signage from ? 45 – ? 300. |Maximum ? 1,400 | |Local Newspaper Advertisement |Maximum ? ,000 | |Leaflet distribution |Maximum ? 1,500 | |Miscellaneous expenses |Maximum ? 500 | |Total Advertising Costs |Maximum ? 6,400 | 7. WORKING OF 7 Ps Product • Our brand name is our signature.

The name of Costa signifies luxury, excellence and perfection all over the world. • The image of Costa is luxury • The theme of Costa, from the brand logo, the color scheme of the premises, to the entire feel of our business is warm tones & relaxing colors. • Costa’s reputation for excellence applies not only for the exceptional coffee but also the insistence on perfect service. Price • The prices of all the products are comparatively higher at . But this is offset by the outstanding quality and discerning tastes at .

One of the reasons for choosing the privileged and higher middle classes in the target market is the prices. Place • After thorough research, and competitive analysis the perfect locations in terms of exposure, accessibility and competitive edge have been acquired. • The inventory and easy transport facilities have also been a part of the deciding factors while choosing the appropriate locale. Promotion • Brand name is enough to muster the required target market. • Most of the awareness will be through the word of mouth of people amongst the masses. Hence the reputation is more that counts. 8. CLOSE SCRUITNY AND COST COTROL Two methods of evaluation and scrutiny will be done with related to this promotional plan. A weekly review will be conducted by the Area Manager and evaluate the weekly expenditure and progress of the promotion and the same will be reported to our corporate office. Moreover that a monthly review will also conducted by 2 of our corporate marketing and finance professionals for strict scrutiny of cost control and marketing implementation. 9. RETURN OF INVESTMENT

We are expecting minimum sale of 70 cups of hot and chocolate tea/coffee per day. 70 cups per day @ average RP of ? 3. 50 Gross profit = ? 51450 – Expense of promotional plan = ? 6400 Net profit = 45050 We can expect the Return Of Investment and calculated sales growth within 7 months of period. 10. CONCLUSION Costa Coffee has been able to remain one of UK’s leading coffee brewing companies for more than a century now primarily because of the execution of the company’s branding and positioning strategies to perfection.

Add to the mix the company’s dedication to high quality of service and the formula for success is at hand. Moreover, the utilization of the appropriate knowledge management tools is necessary for their products to reach out to people even in different cultures. However, certain points have to be taken into consideration by Costa Coffee regarding knowledge management tools. Since their income is relatively higher than most coffee brewing companies, the time for implementation of their chosen knowledge management tools would take longer than usual, aside from being expensive.

But since the goal of Costa Coffee is towards a long-term dominance and stability in the brewing industry, then the pursuit of this promotional campaign will be beneficial for the company in the long run. BIBLIOGRAPHY About the Foundation (2012)[ online]   http://www. costa. co. uk/costa-foundation/about-the-foundation/, (assessed on 12 jan 2013) Costa Coffee Marketing Plan for China (2012)[ online]   http://www. ukessays. com/essays/marketing/costa-coffee-marketing-plan-for-china-marketing-essay. hp , (assessed on17 jan 2013)    Countless Studies Reveal Healthy Attributes (2012)[ online]      www. coffeescience. org -, (assessed on 7 jan 2013) Dunn Bros (2012)[ online]  www. dunnbros. com , (assessed on 5 jan 2013)    Dunn Bros Franchise Press Releases–(2012)[ online]   www. restaurantresearch. info  , (assessed on 5jan 2013)    ESRI – Business Information Solution – Products Report Zip Code –(2012)[ online] www. esribis. com  , (assessed on 9 jan 2013)  Star Tribune article by Jim Buchta, pub 9-19-02 “Dunn Bros. Coffee Breaks the Mold – With Every Store” US Census Data

In 1996 Trung Nguyen was a small business processing coffee in Ban Me Thuoc city. At that time, Vietnam had risen once again to be one of the leading coffee producers in the world, but almost solely producing “green” coffee (unroasted beans) that were sold on the commodity market. This resulted in no control over the final coffee quality or prices. The Highland region of Vietnam is one of the world’s “top 10” best environments, combining the right altitudes, soils, natural drying conditions, and temperatures for producing the finest of gourmet coffees.

Yet the region was not controlling its own destiny to produce these once sought-after coffees. The owners of Trung Nguyen saw that the future for producing gourmet coffee and being reasonably independent of the world commodity markets was to once again follow the best possible growing and processing techniques to produce a world-class coffee, and carry it through all the way to the packaged product.

After the revival of this exotic coffee, the company developed the first Vietnamese franchise of coffee houses and expanded throughout Vietnam and then a number of other countries. Now the most established, respected and successful producer of branded coffee in Vietnam, Trung Nguyen seeks to bring its unique blends to the United States. The West Coast has limited selections of TN coffees available in Asian grocery stores, but most of the US has no source of TN coffees… until now.

We are proud to be the first and only authorized Internet shopping source of TN coffee in the US. Trung Nguyen has won numerous prizes and titles for the entrepreneurial achievement of the company, its enlightened business practices, and the excellence of its products. Trung Nguyen coffee growers have been certified by EUREPGAP and Utz Kapeh for “safe and sustainable” coffee growing practice. Trung Nguyen coffees are grown on smaller farms and using traditional sun-drying methods and natural processing.

Their cultivation supports thriving villages where growers work under contract futures with guaranteed pricing for their products. When you purchase Trung Nguyen coffees, you help preserve heirloom species of coffee and the biodiversity they provide. This protects against the dangerous popularly-held opinion that any one coffee species should be grown in monoculture around the world. Not only does this 100% Arabica movement deny the wide and delicious range of flavors of other coffee varieties, it creates a potential ecological disaster.

Advocates of “1-coffee only” ignore the terrible consequences of past wordlwide Arabica blights that have threatened to change the nature of the coffee plant forever. Trung Nguyen coffees using Arabica, Robusta, Chari (Excelsa), Catimor, Liberica and other diverse varieties preserve the unique flavors and robust nature of the coffee plant and help to create bean blends that are unique and simply broader and better in flavor than any single-source coffee can be. It’s good for the future of coffee and its growers; it’s delicious in your cup. Enjoy!