Retail Strategic Paper on Specialty Coffee Shops
SITUATION ANALYSIS
I. Organizational Mission
This Specialty Coffee Shop aims to ensure prompt, professional, friendly and courteous service to every customer in a comfortable, clean and well-maintained premise while serving quality coffee, drinks and food made from fresh and nutritious ingredients in line with the store’s objective of being the best in this industry within the local market. Additionally, each individual, whether guest or staff should be treated with the dignity and respect they deserve.
II. Ownership
Sole Proprietorship
III. Goods/Service Category
Specialty coffee refers to the highest-quality green coffee beans roasted to their greatest flavor potential by true craftspeople and then properly brewed to well-established standards (Specialty Coffee Association of the Philippines, SCAP). This is specialty coffee as defined in the article “The Brewing Business of the Philippine Specialty Coffee Shop Industry” by Ronald Mark G. Omaña from the internet. This definition carries the description of the main product that I will offer in my own retail store together with other beverages complemented by pastries, breads, cakes and even sumptuous meals. In this light, I chose to put up a store in the location that I have observed how the market has grown and been shared by the existing stores that will eventually become my competitors.
Having the basic concept of House of Quality in mind, I did a random interview with the customers of my two potential major competitors – Starbucks Coffee Co. and Read and Brew. After the interviews, I was able to gather qualities that the customer looks for in a specialty coffee shop. These were further divided into 3 groups to quantify the qualities of the store components into specific categories.
A. PRODUCT SPECIFICS
Q1. Taste/Aroma of the products
Q2. Variety of flavors
Q3. Presentation and packaging
Q4. Variety of products (pastry, cakes, breads, drinks, etc.)
Q5. Price (Consciousness)
B. SERVICE SPECIFICS
I. Organizational Mission
This Specialty Coffee Shop aims to ensure prompt, professional, friendly and courteous service to every customer in a comfortable, clean and well-maintained premise while serving quality coffee, drinks and food made from fresh and nutritious ingredients in line with the store’s objective of being the best in this industry within the local market. Additionally, each individual, whether guest or staff should be treated with the dignity and respect they deserve.
II. Ownership
Sole Proprietorship
III. Goods/Service Category
Specialty coffee refers to the highest-quality green coffee beans roasted to their greatest flavor potential by true craftspeople and then properly brewed to well-established standards (Specialty Coffee Association of the Philippines, SCAP). This is specialty coffee as defined in the article “The Brewing Business of the Philippine Specialty Coffee Shop Industry” by Ronald Mark G. Omaña from the internet. This definition carries the description of the main product that I will offer in my own retail store together with other beverages complemented by pastries, breads, cakes and even sumptuous meals. In this light, I chose to put up a store in the location that I have observed how the market has grown and been shared by the existing stores that will eventually become my competitors.
Having the basic concept of House of Quality in mind, I did a random interview with the customers of my two potential major competitors – Starbucks Coffee Co. and Read and Brew. After the interviews, I was able to gather qualities that the customer looks for in a specialty coffee shop. These were further divided into 3 groups to quantify the qualities of the store components into specific categories.
A. PRODUCT SPECIFICS
Q1. Taste/Aroma of the products
Q2. Variety of flavors
Q3. Presentation and packaging
Q4. Variety of products (pastry, cakes, breads, drinks, etc.)
Q5. Price (Consciousness)
B. SERVICE SPECIFICS