Coffee Shops Essay

Coffee Shops Essay.

Whenever I am in need to study or just want to find a place to hangout, what instantly springs to my mind is a coffee shop. There are many different coffee shops around me, but only one is my absolute favorite. My favorite coffee shop is Beca House. Beca House is a locally owned business and is only about twelve minutes from my house. It is the coziest little nook, where I usually spend my mornings before class eating breakfast and drinking my favorite espresso coffee drink.

After all, coffee is the best way to wake up and get the body moving.

As I walk into Beca House every morning, the strong bitter aroma of ground coffee beans drift through the air, soaking into my clothes as I make my way to the counter to place my order. The smell was circulating because the coffee bar is located near the left side of the shop. The first attraction for me was the baked goods.

They are tidily placed in the transparent glass cabinet, lining up and waiting for me to eat them all. There were all different types of baked goods like muffins, streusels, cheesecakes, cookies, and biscotti’s. Up above near the ceiling of the bar, there were an assortment of coffee beans packed into brown bags.

The barista takes my order, large campfire frappe, double espresso. On a cooler day, I order a hot vanilla cappuccino. The delicious smell of coffee generates from the espresso machines. There is also a blackboard on the counter near the menu with a quote written with chalk that will change from day to day. The barista hands me my custom beverage order, and I stroll back to the front of the coffee shop to find a place to get comfortable. All along the walls of the shop are strategically placed vintage paintings and inspirational quotes.

Dim lights shine on the spaced out vintage furniture, making for a very soothing and quiet atmosphere. No two pieces of furniture are the same, big couches, small wooden chairs, dark colored pillows, and rustic end tables. I like admiring this type of environment: soothing and calming, yet still inviting. In comparison to most restaurants, coffee shops are by no means a noisy place. The sound of chatters and laughter blends together with the background music playing around the shop, and the volume is set at a medium tone.

Coffee shops provide a comfortable, yet sociable gathering spot for people of all ages. I often find peers of my own studying for big tests, writing papers, or maybe just reading a new book and relaxing. The Beca House is my favorite part to my day. I cannot start without it. Even on days that I do not have class, I find myself getting my daily cup of coffee at the crack of dawn, just before work. Stopping at Beca House has become part of my daily routine, and I do not see it being cut out any time soon. I know I go there a lot when the barista’s know my order when I walk through the door. There’s something so perfect about it being just me, my thoughts, and my morning cup of coffee.

Coffee Shops Essay

Coffee Benefits Essay

Coffee Benefits Essay.

Specific Purpose: To inform my audience about the emotional and physical benefits of coffee Central Idea: Coffee provides numerous health benefits which are contain antioxidant, improve cognitive performance and physical performance.

Introduction
I.I believe there is something special in our little everyday moments, from that first wonderful sip of hot, milky coffee in the morning to those ten stolen minutes of me. II.Not only does coffee taste good, it can stimulate my mind to refresh and relax. III.Coffee stimulates your senses from its caffeine content which stimulates metabolism and supports mental alertness and concentration.

IV.Coffee may hydrate you beside its advantage of relaxing. a.Because water is the main ingredient in a cup of coffee, it helps you work towards your daily water needs and is practically free of calories. V.Coffee refreshes you with its wealth of polyphenols.

a.Polyphenols are nutrients that help maintain your body in good health over time. VI.Today I would share with you guys about the three major health benefits of coffee – coffee and antioxidants, coffee and your mind and coffee and your body.

(Transition: Let’s start with the coffee and antioxidants)

Body
I.Research has shown that a cup of coffee naturally comes with antioxidants, which are really good for you. a.Your body is constantly exposed to particles called – free radicals. i.Particles which are caused by factors
like exposure to ultraviolet radiation from the sun, environmental pollution, stress and smoking. b.Scientific studies suggest that free radicals can damage your body tissues, affect the ageing process and cause diseases like cataracts, cancer and cardiovascular diseases. c.Antioxidants in your body neutralize the free radicals and protect your body cells from damage.

(Transition: Now that you know something about the coffee and antioxidants, let’s look at coffee and your mind) II.Many studies suggest that coffee drinking can improve overall ‘cognitive performance’. a.The cognitive performance which includes important mental skills like perception, attention, memory, problem solving and reaction or response abilities. b.There is some evidence to suggest potential benefits of coffee and caffeine in situations which require increased alertness e.g. night shifts and jet lag.

(Transition: Now I have brief about the coffee and your mind. So let’s move to the last)

III.Upping Your Physical Performance and weight management aid a.Increasing your capability and capacity for exercise.
b.This means that you can keep going at a more intense pace, for a longer period and gain more from your workouts! c.Did you know that a plain black cup of coffee contains a very small amount of calories? i.In fact, coffee may be able to help maintain a healthy weight!

Conclusion
I.As we have seen, Coffee provides numerous health benefits which are contains antioxidants, improve cognitive performance and physical performance. II.Thus, the next time you drink a cup of coffee, just think of all its benefits! – “go beyond taste”. Bibliography

Books
S Rautiainen et al, 2012. Total antioxidant Capacity from Diet and Risk of Myocardial Infarction: A prospective Cohort of Women. The American Journal of Medicine, Volume 125.

R Sinha et al, 2012. Caffeinated and decaffeinated and tea intakes and risk of colorectal cancer in a large prospective study. American Journal of Clinical Nutrition, Volume 96; 374-381.

Article
Sin CWM, et al (2008). Systematic review on the effectiveness of caffeine abstinence on the quality of sleep. J Clin Nursing; 18:13-21.

Internet sources
Coffee & Health: From The Institute For Scientific Information On Coffee. “Cancer”. (27 Jan, 2012) Retrieved 26 Sept 2012 from

Coffee & Health: From The Institute For Scientific Information On Coffee. “Mental Performance” . (2 Feb, 2012) retrieved 26 Sept 2012 from http://www.coffeeandhealth.org/topics/mental-performance/.

Coffee Benefits Essay

Coffee and Starbucks Essay

Coffee and Starbucks Essay.

Introduction Starbucks, the biggest coffee retailer in the world, grows from a small, regional business into the undisputable leader in the specialty coffee industry. It arrives in the UK in 1998 with the acquisition of Seattle Coffee Company in the UK as its starting point. As soon as it expanded, many native coffee stores were driven out of business and other big rivals were forced to quicken their growth to beat this new invader. From then on, Starbucks remained the market leader leaving others far behind until recently some coffee giants such as Costa are catching up.

In view of the big susses of Starbucks in the UK, this essay tries to analysis its competitive strategies which are the core elements to its success. In the second part, the organization’s strategic position is described. In the third part, the external drivers affecting this organization are illustrated. In the fourth part, the value adding in this organization is thoroughly analyzed. Last, the evaluation of the sustainability of the organization’s strategic position is made.

The organization’s strategic position 1) Based on generic strategy.

Strategic position is a position taken by an organization to gain competitive advantages at present and in the future, which includes the devising of the right goals of the organization, developing optimal strategies based on the goals and the present environment, and putting these strategies into practice to realize the goals (Porter, 2001). According to Porter’s generic strategy, an organization’s strategic position is given by its choice of competitive advantage, cost leadership or differentiation, and its choice of competitive scope, narrow or broad (Porter, 1985).

So, organizations can take four different strategic positions, as shown in the following diagram. Coast leadership refers to being a low cost producer for a given level of quality by targeting a broad market. Differentiation refers to the offering of unique attributes that are valued by customers. It is also a strategy targeting broad market. Cost focus means adopting cost leadership strategy in a narrow target and differentiation focus means adopting differentiation strategy in a narrow target. [pic] Source: Porter, 1985, Competitive Advantage.

According to this generic strategy model, Starbucks obviously positions itself in differentiation strategy in UK. As a coffee maker, Starbucks differ itself from others through the quality of its products and its consistently superior consumer experience. Starbucks has strong research and development capabilities to ensure high level of product quality. Moreover it focuses on product innovation. For example, Starbucks has differentiated its product lines to include teas, sodas, ice creams, foods, etc in UK. As to its targeted market, Starbucks has a very broad scope.

In 1998, Starbucks purchased the Seattle Coffee Company in the UK, which had 60 retail locations, and built the business to 300 shops. Starbucks’s marketing strategy was to go all-out in new markets, opening stores quickly and putting pressure on rival firms there (Karolefski, 2009). On the other hand, thought Starbucks are making its effort to cut cost in UK, the cost of sales including occupancy costs and operating expenses are still high enough to negatively affect its profit. So, it seems that Starbucks cannot achieve low cost at present.

Therefore, it is no doubt that Starbucks in UK has positioned itself as a differentiation competitor. 2) Based on Strategy Clock Since Porter’s generic strategy is criticized as too simple and not collectively exhaustive (Kotha and Vadlamani, 1995), it is necessary to analyze Starbucks’s strategic position from another approach. Based on generic strategy, Bowman expanded strategic positions to 8 different kinds, which are incorporated in a new model called strategy clock as shown in following. Strategy Clock involves two main concepts, one is the price, and the other is perceived added value.

The first to the fifth options are feasible while the last three always lead to market loss. [pic] (Source: Johnson, Scholes and Whittington, Exploring Corporate Strategy, Prentice Hall, 2005) Applying Bowman’s improved model to Starbucks, it is easy to find out that Starbucks adopts differentiation strategy with premium price. The reasons are: first, its perceived added value is high. As analyzed previously, Starbucks offers one of the best coffees in UK, not only in its quality and flavors but also in its service.

When Starbucks first appeared in UK, people thought it cool because of the unique decoration, the special environment, and the warm welcomes. Second, it is widely known that the coffees in Starbuck are little pricey. In UK, the price ranges from ? 1. 5 to ? 3. 50, while the average coffee price is ? 1. 3 (Eurocheapo, 2009). From the above two approaches, the specific strategic position Starbucks takes can described as differentiation in high quality and innovative products and unique service but with relatively high prices in large market scope.

External drivers affecting this organization 1) PEST analysis of the macro drivers PEST is the acronym for political, economic, socio-cultural, and technological (Partridge, 2005). PEST analysis is a convenient tool for organizations in conducting macro environment scanning. It can help to find out those external drivers of change which are affecting the organization. The specific aspects in each element to look into are shown in following table. PEST Analysis |Political: |Economic: | |Taxation |GNP Trends | |Legislation |Interest Rates | |Foreign Trade.

|Inflation | |Employment law |Disposable income | |Government Stability |Unemployment | |Socio-Cultural: |Technological: | |Demographics |Government R&D spending | |Social mobility |New R&D developments | |Lifestyle changes |Speed of technology transfer | |Consumerism |Rates of obsolescence | |Levels of education | | The following is an analysis of the macro drivers of Starbucks in UK using PEST analysis. The political environment in UK is in general friendly to Starbucks though government is a little unstable in times of economic recession. UK has a highly regulatory environment which means lower cost for business.

The UK-US relationship remains strongly tied. The economic environment in UK is a little unpleasant. It has not yet recovered from last year’s economic crisis. The GNP growth is static and unemployment rate is high. Disposable income drops as the inflation increases. In the socio-cultural environment, the obesity population is increasing so people are becoming more health consciousness, changing their diet to more fabric and vegetables and less fat and sugar. Moreover, the population in UK is on the rise all these years due to UK’s decreased restriction on legal immigrants.

As to the technological environment, UK always plays the role of vanguard in technological development. It offers a fast wireless network almost everywhere even in Coffee shops. And the speed of technology transfer in UK is fast. (Shown in following table) |Political |Economic | |Highly regulatory environment |Static GNP growth | |Friendly UK-US relation |High inflation | |Government instability |Low disposable income | | |High Unemployment | |Socio-Cultural |Technological | |Increased population |Wireless network in coffee shops | |Changing diet habits |Fast technology transfer speed |.

2) Five forces analysis of the industrial drivers Five forces analysis is a tool to audit the competitive environment. It can help organizations find out the industrial drivers for their changes. According to Porter (1998), it is important for an organization to look at five areas of competition before it develops feasible strategies to gain competitive advantages, which are the threat of substitute products or services, the threat of the entry of new competitors, the intensity of competitive rivalry, the bargaining power of customers or buyers, and the bargaining power of suppliers.

The five forces are clearly showed in the following picture. [pic] (Source: Porter, Competitive Strategy, Free Press, 1985) Applying the five forces analysis to Starbucks in UK can help to find out the drivers for changes in its competitive environment. The first force is competitive rivalry. Starbucks in UK has several big competitors, such as Costa, Coffee Republic, and Caffe Nero. The intensity of competition is fierce. Though Starbucks excels other competitors in many ways, recently, due to Costa’s quick growth and Caffe Nero’s focus, Starbucks in UK loses some market shares.

The second force is threat of new entrants. There are two kinds of new entrants. One is some native small coffee shops which are on the brewing to take a share of this high profit margin coffee market. And the other is international giant coffee chain stores, such as McCafe which is planning to provide coffees in McDonalds throughout the world. The third force is threat of substitute products or services. The biggest threat is from tea. Years ago, when Starbucks first appeared in UK, people were enchanted by it and changed their habit of drinking afternoon tea to drinking coffee.

But as people become more and more conscious of their health, they are reducing their coffee drinking and converting to their old tradition of drinking tea now. The other substitute products are various soft drinks and bottle waters. The fourth force is bargaining power of suppliers. The price of coffee bean is on the rise. The bargaining power of suppliers is increasing especially when UK authorities mandate coffee shops to use coffee beans from some specific sources.

The fifth force in bargaining power of customers. The major customers of Starbucks are young students and business people. Since its targeted customers are in a narrow range, the bargaining power of them is consequently strong. (Starbucks, 2009) Value adding in Starbucks 1) Business resources of Starbucks Business resources indicate inputs put into a firm, such as capital, equipment, skills of employees, finance and patents etc (Barney, 1991).

It includes tangible and intangible resources within an organization which can be used to pursue the organization’s chosen strategy and goals and it usually has four categories (Priem and Butler, 2001): first, financial resources which concern the ability of the organization to use existing funds and to raise new funds, second, human resources which equal to the skill-base of the organization, third, physical resources which cover wide range of operational resources such as production facilities, marketing facilities, and information technology, fourth, intangible resources which usually include brands, reputation, intellectual property.

Starbucks is the world’s number one specialty coffee retailer. In UK, the biggest market in Europe, it still keeps leadership in financial performance. Thus, it has a greater financial reach than practically all of its competitors. It not only is abundant in existing financial funds but also can quickly raise funds when necessary. Starbucks is also sufficient in human resources. In Britain, it has over 500 stores employing more than 5,000 workers. It has a strong research and development team as well as highly trained front line service workers.

As to its operational resources, Starbucks can still stand out. To ensure its high quality of coffee, Starbucks has to establish topnotch production facilities. To expand its business, Starbucks has to catch up with the latest marketing facilities and technological developments. For instance, in September 2009, Starbucks in UK rolled out free Wi-Fi at most of its outlets. In terms of intangible resource, it is the core strength of Starbucks. It has strong brand, good reputation, and plenty of patents.

However, its reputation in UK is declining due to some sensitive controversies like its restless exploitation of farmers and workers. 2) resources, competences and competitive advantage While resources are single discrete skill or technology, competence refers to a bundle of skills and technologies by utilizing various resources (Saloner, Shepard and Podolny, 2000). The specific kinds of resources and competences are shown in the following figure. | | | |Necessary |Unique | |Resources |resources | | | | |Threshold |Core | |competences |competences |.

*Provide the basis to outperform competitors or demonstrably provide better value for money (Source: Johnson, Scholes and Whittington, Exploring Corporate Strategy, Prentice Hall, 2005) Based on the previously described resources of Starbucks, it is easy to distinguish Starbucks’s necessary resources and unique resources. The necessary resources are financial resources and human resources, because though Starbucks is better in them than other small competitors, compared with big rivals like Costa, Starbucks has no advantage.

In terms of operational resources, Starbucks has better marketing facilities and technological facilities, but they are not very difficult to imitate. So, technically speaking, Starbucks has unique resources only in production facilities which can provide high quality coffees and brand which is strong worldwide. As to the competences of Starbucks, its abundant financial resources and franchising business model together allow for its quick penetration of UK market. Its R & D resources as well as production facilities combined to enable it to provide innovative and high quality coffee drinks.

Besides, its powerful brand together with skillful personnel shapes Starbuck’s distinctive competences in store ambience. Obviously the first competence is threshold competence because all big coffee chain stores are capable of penetrating market fast. The second and the third are core competence. Competitive advantage is a way by which an organization can make money and sustain its position against its competitors by leveraging its resources and competences (Barney, 1996). Based on the analysis of the resources and competences of Starbucks, the competitive advantages Starbucks has are brand, innovation, high quality, and ambience.

3) Value chain analysis Value chain analysis means examining the activities within and around an organization and relates them to an analysis of the competitive strength of the organization (Porter, 1985). Those activities can be shown in the following chart. [pic] (Source: Porter, Competitive Strategy, Free Press, 1985 ) In a word, those activities that can either save cost or increase profit are value adding activities; on the contrary, those activities that add costs or obscure financial performance are value destroying activities. In Starbucks, there are many value adding activities including primary activities and support activities.

For example, in its primary activities, Starbucks deals only with cooperative suppliers of coffee beans in or out of UK, thus reducing the cost of inbound logistics and guaranteeing the high quality of coffee bean; the coffee production process in Starbucks is standardized which can increase the production speed and save money; in addition, Starbucks uses module production to increase efficiency and realize customization; and it develops three channels of marketing: special channel for airlines, direct channel for mail ordering, and retailing channel in UK.

In its support activities, every Starbucks shops are decorated in exquisite and unique ways which can attract more customers; Workers in Starbucks are always enough so customers can be provide with a good and immediate service; the use the high technology of Wi Fi in every stores adds another attraction to Starbucks. But value destroying activities also exist. In primary activities, Starbucks sprouts out in almost every corner of UK. The proliferation sharply reduces it from a vogue to a common.

In support activities, the workers especially the waiters and waitress work overtime frequently with low payment. This can hurt Starbucks’s reputation and thus affect its sells and revenues. Sustainability of Starbucks’s strategic position The strategic position of an organization is mainly determined by the strategic advantages gained by that organization. How sustainable is the strategic advantages defines how sustainable is the strategic position.

Because a firm is able to use its resources and capabilities to obtain strategic advantages does not mean it will be able to sustain it (Hitt, Ireland and Heskisson, 2001). There are two factors to measure the sustainability of strategic advantages of an organization: durability and imitability. Durability is the rate at which a firm’s core competencies depreciate or become obsolete and innovation can always make a competitor’s product obsolete or even irrelevant (David, 2001).

Imitability is the way in which organization’s core competencies can be copied (David, 2001). The previous analysis shows that Starbucks gains strategic advantages through differentiation. So, the evaluation of Starbucks’s sustainability of its strategic position goes to two issues: the durability and imitability of its differentiation. Starbucks differs itself from other competitors in two aspects: best quality and innovative products and excellent and unique service.

It ensures the best quality of its coffee drinks through the procurement of best coffee beans in the world and the highly standard production process. The competitive advantage of providing the best quality coffee drinks is neither durable, because technological development always makes the product quality between different organizations similar and difficult to perceive by customers, nor inimitable, because other competitors can easily produce high quality coffees through buying first class coffee beans and standard production process.

On the contrary, the competitive advantage gained from providing innovative products is both durable and inimitable, because it derives from the core competence in R&D research and human resource, both of which can improve across time to outrun the obsolescing and are hard to imitate by others. In terms of Starbuck’s competitive advantage in excellent and unique service, its sustainability is a little complex. Starbucks provides its excellent and unique service through the service skills of employees and special decoration of stores and creation of ambience.

These ways are too obvious to be ignored and any competitors can imitate. But, the effectiveness of these ways largely depends on the brand and reputation of Starbucks, which can be durable and inimitable with no doubt. So, Starbucks’s competitive advantage in excellent and unique service can be sustainable only if it keeps its brand and reputation. It is clear that most of Starbucks strategic advantages are sustainable even though a few are subject to technology and some specific conditions. Conclusion.

Based on the above analysis, the following conclusion can be drawn. First, Starbucks takes a differentiation strategic position through its high quality and innovative products and unique service but with relatively high prices in large market scope. Second, the external drivers affecting Starbucks are in two aspects. The first is the political, economic, social, and technological environment in the UK. The political and technological drivers are positive while the economic and social drivers are negative.

The second is the competitive forces in UK coffee industry including the intensity of competition, the threat of new entrants, the threat of substitute product, the bargaining power of suppliers and customers. Third, the resources in Starbucks are abundant. Starbucks combines its resources to form competences in market penetration, product quality, and unique service. Based on its resources and competences, Starbucks establish competitive advantages in both product and service.

Fourth, the Starbucks’s strategic position is in general sustainable, because most of its strategic advantages are both durable and inimitable even though some cannot hold the test by the two criteria.

References Barney, J. , 1996, Gaining and Sustaining Competitive Advantage, NY: Addison-Wesley Publishing Company Barney, J. (1991) ‘Firm resources and sustained competitive advantage’, Journal of Management, 17(1), pp 99-120 Eurocheapo, 2009, The cheapest coffee in London, Available at: http://www. eurocheapo. com/blog/the-cheapest-cup-of-coffee-in-london.

html, Access [01/09/10] Karolefski, J. , 2009, Conquering new grounds, Available at: http://www. brandchannel. com/features_effect. asp? pf_id=78, Access [01/09/10] Kotha, S. and Vadlamani, B. , 1995, Assessing Generic Strategies: An Empirical Investigation of Two Competing Typologies in Discrete Manufacturing Industries, Strategic Management Journal, 16(1), pp. 75-83 David, F. , 1989, Strategic Management, Columbus:

Merrill Publishing Company Johnson, G. , Scholes, K. and Whittington, R. , 2005, Exploring Corporate Strategy, NY: Prentice Hall Porter, M., 1985, Competitive Advantage, NY: The Free Press Porter, M. , Strategy and the Internet, Harvard Business Review, 79(3), pp 16-20 Porter, M. , 1985, Competitive Advantage: Creating and Sustaining superior Performance, NY:

Prentice Hall Porter, M. , 1998, Competitive strategy: Techniques for analyzing industries and competitors, NY: Free Press Partridge, L. and Hunt, M. , 2005, Strategic Management, NY: Select Knowledge Limited Priem, R and Butler, J. , 2001, Is the Resource-Based Theory a Useful Perspective for Strategic Management Research?

Academy of Management Review, 26 (1), pp. 22–40 Starbucks, 2009, Available at: http://starbucks. co. uk/en-GB/, Access [01/09/10] Saloner, G. , Shepard, A. and Podolny, J. , 2000, Strategic management, NJ: Wiley Eurocheapo, 2009, The cheapest coffee in London, Available at: http://www. eurocheapo. com/blog/the-cheapest-cup-of-coffee-in-london. html, Access [01/09/10] .

Coffee and Starbucks Essay

Coffee and tea Essay

Coffee and tea Essay.

a. Drinking coffee and tea is a part of the daily life of adults and some of the young. Coffee which is made from Coffee beans and Tea which is made from tea leaves are often considered as helpful to our daily lives although tea is regarded as more healthy due to coffee having more Caffeine. However, they are technically both considered harmful to our health too. The pleasure of drinking coffee and tea excessively can have harmful effects to our health because of the Tannic Acid that is involved.

Coffee beans that are grown in very high altitudes and mineral-rich soil often produce more acidity.

The acid content also depends on the type and length of bean roasting and brewing method. Coffee’s pH averages about 5. 0 while tea (depending on what type) has a pH ranging from 4. 0 to 6. 0. The tea also becomes more bitter as the tea is steeped in the hot water. b. c. We love to drink coffee and tea because they satisfy and make us feel more awake.

This is done because one part of their component is caffeine which helps us energize so that we could do the things that we do for longer periods of time. Not only that, Coffee and Tea are actually very helpful in preventing different kinds of diseases and cancers.

Coffee can be beneficial because it can help prevent Alzeimer’s, Heart Disease, Type 2 Diabetes and etc. Not only do they help in preventing sickness but they also help us in exceeding our limitations like how coffee helps us improve our memory recall and how the different types of tea have different effect like Green tea which improves the cholesterol level and how Oolong tea promotes weight loss. However, by excessively or regularly drinking Coffee and Tea without giving care of what we ingest whether it be solid or liquid, we are just endangering ourselves to getting ulcer, stained teeth or maybe even worse; Esophageal cancer.

To be able to help reduce the chances of falling into the harm of these beverages that we so love, we should always drink a cup of water after so that the acid that covers our teeth after drinking these beverages would mostly be washed off and so that the acids in our stomach would also get diluted and thus lessening the chances of our insides getting harmed. After drinking Coffee or Tea, we should always remember to never drink or eat anything sour shortly after because it will increase the chances of getting GERD which will cause heartburn and will lead to serious problems like Esophageal cancer later on if it is frequently experienced.

To avoid the chances of experiencing these harmful side effects, we should not drink Coffee, Tea or other beverages with Tannic acid or others similar acidic ingredient on a regular basis.

References: http://www. healthline. com/health/gerd/coffee-tea http://www. bhg. com/heal th-family/staying-healthy/dental-health/coffee-tea-your-teeth/ http://www. healthcentral. com/acid-reflux/h/decaf-coffee-and-decaf-tea-are-good-for-acid-reflux. html http://www. dreamstime. com/stock-image-coffee-tea-icon-image20628291.

Coffee and tea Essay

Ampalaya Coffee Essay

Ampalaya Coffee Essay.

Abstract This investigatory project aims to prepare and also to make a coffee from the “ Ampalaya Seeds”. We know that Ampalaya or also known as Bitter melon is known for as its bitterness and astringent taste , the bitter melon can see everywhere. This investigatory project encourage us students to make a coffee, as an alternative product . This study was conducted to determine the feasibility of the ampalaya seeds as coffee. The researchers used powdered Ampalaya seeds in this study.

After researching and collecting the raw materials, the researchers were able to begin the experimentation.

The coffee was obtained by drying, grinding, and roasting the seeds of ampalaya, and boiled. After boiling, the coffee was manually extracted with the use of a clean cloth. The study focuses on producing coffee out of ampalaya seeds. It does not aimed to determine which coffee (ampalaya seeds vs. commercial coffee) has more nutritional value or which is more nutritious. II. Acknowledgement.

We would like to thank to the following person that are help us to start and to continuing this our Investigatory Project ,including the following to our ALMIGHTY GOD that help us and give us strength and knowledge to explain the main idea of this investigatory project .

To our parents and also our friend who give us supports to finish our Investigatory Project. For our parents that supplies our needs , including the financial needs . THANK YOU !!!!!! Chapter 1: Introduction In our modern generation , many people in our country used coffee especially our grandparents and also our parents.

Coffee is known as beverage to the majority of the people. It is known for its stimulating effect on the functions of the brain , thus making the drinker active . Variants of coffee flavors were already produced all throughout the world aiming for the discovery of alternative sources of coffee production . The coffee from ampalaya seeds help us to earn and save money . A. Background of the study Coffee alternatives have been famous since the last two decades due to economic crisis and experimentations for health and medical benefits.

Any seeds that are edible when powdered can be used as an alternative source for coffee. The difference of the generic coffee from the seeds of the coffee plant from those of the alternatives is that it has a good amount of caffeine content. The similarity you can find in the alternatives and those of the original is that seeds contain carbohydrates which cause the aroma in roasted coffee. Ampalaya, on the other hand, is a crawling vine that grows mostly on tropical countries like the Philippines. It is said to be rich in iron, potassium, beta-carotene and other nutrients.

It is also famous in treating diabetes because of its properties like polypeptide-P; a plant insulin that can lower blood sugar levels. Many researches on agricultural food chemistry convey that it provides nutritionally significant amounts of nutrients, minerals and amino acids that are needed for life. B. Objectives of the study B1. General Objectives 1. To determine if the ampalaya seeds have considerable characteristics of the products in terms of color, aroma, taste, and acidity. B2. Specific Objectives 1. To produce coffee using ampalaya seeds as the main ingredient.

2. To determine and compare the levels of acceptability of the coffee samples. C. Hypotheses NULL 1. There is no significant difference among the different ampalaya coffee samples developed in terms of their color, aroma, and taste. ALTERNATIVE 1. There is no significant difference among the different ampalaya coffee samples developed in terms of their acceptability. D. Significance of the study Momordica Charantia or ampalaya seeds contain iron and folic acid which are essential for the production of the red blood cells and the formulation of hemoglobin and myoglobin.

Coffee is usually drunk hot, black or with cream and sugar and also drunk cold as iced coffee, specially summer. People are used of drinking coffee every morning to warmth their body and at night to avoid being sleepy. But coffee contains a stimulant called caffeine. The result of this will determine if the coffee made from ampalaya seeds can be use as a substitute for the commercial coffee. This study aimed to produce coffee using ampalaya seeds as substitute. The study was important because ampalaya is abundant in the Philippines. The product may be an anti-diabetes coffee but it is not the main concern of the study.

Everybody can benefit of the result of the study unless a coffee drinker. It would recycle the ampalaya seeds instead of being thrown away which a lot of people consider it as waste. E. Scope and limitation The proposed study was limited to producing coffee out of ampalaya (Momordica charantia Linn. ) seeds. Three samples were prepared with different ampalaya seed concentration and same amount of water for comparison purposes in which one of the samples was pure commercial coffee. The samples were processed by the basic methods of making coffee: roasting, grinding, and brewing.

Ampalaya Coffee Essay

Figaro Coffee Essay

Figaro Coffee Essay.

* We will be the preferred brand of specialty coffee of the international business traveler. Our products and unique style of service will leave a lasting impression among our customers. * We will be the investment of choice in the countries where our brand is represented thereby providing attractive returns to all our shareholders. * We will be a model employer that inspires its stakeholders to be better than its leaders because the opportunities for career and personal growth will drive them to excel.

* We will be the most admired training facilities for coffee education making us the best training ground for those who want to establish a career or business on coffee and… * We will be remembered as a committed advocate of corporate social responsibility by championing the cause of coffee to help farmers live a better life. * To cater to the different taste preferences, Figaro offers a wide selection of hot or cold coffee and tea concoctions, accompanying pastries and savory meals.

* We recommend you try them all to encounter the unique delight each has to offer. Corporate Mission * We provide excellent coffee and gracious service creating a memorable experience for people who appreciate high quality coffee and demand for exceptional service. * Figaro’s distinctive store design, unique ambiance and style of service satisfy the global customer. * Figaro creates long-term value for its owners and business partners through profitable operations and business sustainability and dignity of life for its employees.

* We will always practice good governance and actively pursue the cause of socio-cultural and environmental concerns. * We will always give you quality service, quality products & value for your money. SECTION 3 PRODUCT/SERVICE 3. 1 ABOUT THE COMPANY AND THE PRODUCT The Figaro Coffee Company is a popular specialty coffee store in the Philippines that is 100 percent Filipino-owned. Established in 1993, it is based on the concept of a complete store where “Filipinos can get the perfect coffee and all the necessary accoutrements for coffee making” that can compete internationally.

From only two employees, a managing partner and a kiosk in the Makati Mall of the Ayala Centre, the company now has 64 outlets encompassing kiosks and cafes (including international branches). The company’s product line includes specialty roasted coffees and various coffee-related paraphernalia sold at retail. Aside from the superior-tasting coffee that a customer can enjoy in the Figaro Cafes, the company also offers a host of freshly roasted beans on retail. Among the selection is Barako and from the time it was introduced in 1999, Figaro Barako has become a bestseller.

The ‘Save the Barako’ cause has somehow given the coffee added value as a portion of the bean sales is channelled back to into a project to promote the revival of the Barako. The project encompasses awareness programs, new plantings, research, and targeted marketing, and is coordinated with the Figaro Coffee Foundation. Meanwhile, as the consumption of Barako increases, a greater need arises to keep the production going which gives all the more reason why Barako needs to be saved from extinction.

The continued increased demand for Barako on the other hand allows the advantage of bringing the price of Barako to a viable level that benefits both the farmer and the retailer. Through Figaro’s customer-loyalty scheme called Coffee Club, the company organizes farm tours twice a year wherein coffee enthusiasts show the process of coffee harvesting and planting. Since the company is primarily a coffee distributor and coffee shop operator, it did not have prior experience in actually growing coffee for commercial production. 3. 2 PRODUCT’S UNIQUE FEAUTURES Our Passion for Coffee.

Our Beans are Always Freshly Roasted. Coffee beans need to be roasted to bring out their irresistible flavor and aromatics. The sooner a roasted bean gets into a cup, the better the flavor. Freshness is very important to us. We roast our beans in world class quality roasters, carefully watched over by roasting experts who make sure each bean is done perfectly. Once roasted, the beans are packed and sent to the stores immediately to ensure freshness. We make sure that every cup of coffee our customers enjoy is made of the best quality, perfectly roasted beans.

After all, you deserve only the best from Figaro. Share our Passion Today, Figaro boasts 64 cafes in the Philippines. It is one of the fastest-growing coffee chains, in just over 17 years of experience in the art and business of coffee. We believe in catering to upscale coffee lovers, offering coffees expertly roasted and brewed according to the standards of French and Italian cafes. Figaro offers an ideal business opportunity that assures superior returns compared to an independent business of similar scope.

After penetrating the international market, we are now keeping a critical eye on expanding in our home-market, which will zero in mostly on business districts around the country as we want more and more people to experience the sophisticated European coffee culture through our local barako coffee. 3. 3 STAGE OF DEVELOPMENT As the company started to get recognition as a major coffee chain, especially with the arrival in the country of international coffee brands such as Starbucks, Figaro was in search of the popular Barako coffee.

Quite serendipitously, Figaro’s CEO Pacita Juan met Father Roger Bagao, a coffee farmer/priest in Tagaytay City who headed a farmer’s coffee cooperative. Father Roger hailed from the southern province of Bohol and has made coffee his life. A member of the Divine Word Seminary (SVD) in Tagaytay, Father Roger chose to live among the coffee-farming people. He knew that to assist them to attain spiritual awakening or enrichment, he first had to learn what crops they grew, how they made their livelihood. This meant first helping them to fill their stomachs, and later reaching their souls. So COFFEE was it.

He organized a farmers’ cooperative that ran a coffee mill known as SMSK. Pacita Juan met Father Roger and asked him to show Figaro the other side of coffee – farmers, different varieties and where they grew, coffee in the south, coffee in the mountains. When Pacita was looking for the native Barako, Father Roger could only tell her that this variety or species was no longer profitable as their yields were low and Nescafe (the biggest processor) would have no need for the Barako. This saddened Figaro, as Barako is an important part of Philippine coffee history. “How do we change the tide? ” she asked Father Roger.

“Can we start planting Barako? How do we tell people about this sad fate of this species that is so popular among our people? ” These questions made Figaro, with the help of Father Roger, establish a foundation to address the needs of the Philippines Coffee Industry – now known as the Figaro Foundation Corporation. The first project of the foundation was general coffee awareness-driven: The Coffee Farm Tour is now held every January in Cavite or Batangas, two provinces appropriate for a day trip. The second project is Barako awareness-driven. The Barako is slowly being cut down due to its ‘low’ demand among big processors.

However, there is growing demand for Barako from specialty roast and ground processors in the Philippines, and for export to the Middle East. A related foundation project is called ‘Barako Tree Planting’. Launched in 2000, this project is run every July or August. The key challenges facing the tree-planting project are where to get seedlings and where to get land. Luckily, Father Roger found land during 2000 and 2001. After 2001, however, the foundation met with some problems regarding land ownership and could no longer access the first plantings to check on progress.

In the same year, Father Roger introduced Cavite State University (CaVSU) and its research head, Dr. Andy Mojica to the Figaro Foundation. Dr. Mojica would be one of the keys to Barako seedling propagation, and he would also be a major part of the Presidential Task Force on Coffee Rehabilitation prompted by Figaro’s persistent invitation. In January 2002, Figaro (now working with Dr. Mojica’s group) began to visit CaVSU for its Annual Farm Tour and also to work with them on Barako seedling supply, a task that used to be performed by Father Roger.

Meanwhile, Father Roger went on a sabbatical in 2002 and Figaro was subsequently invited to be a member of the Presidential Task Force on Coffee Rehabilitation (see below). In this same period, the coffee town of Amadeo was visited by President Gloria Macapagal-Arroyo for the first-ever Pahimis festival to signal the start of today’s Filipino coffee revolution – a peaceful revolution of going back to coffee farms to increase production to turn the country from being a net coffee importer to a net exporter as it was until 1990. In Amadeo, Figaro met Mayor O. J. Ambagan who gladly offered his land for the next Figaro Tree Planting activity.

In the same year, Leisure Farms, a first class farm community invited the Figaro Foundation to undertake another tree planting activity in Lemery, Batangas which would be provided with irrigation and all the care needed for a first class farm. These efforts have now grown into a series of projects with the local government of Amadeo such as the ‘Adopt-a-farm’ program, coffee farm tours, and the organization of a coffee cooperative to promote ‘Cafe Amadeo’ – a ‘monobranding’ exercise to promote Amadeo’s coffee roasters who used to sell under different brand names.

More than just to sustain its core product or core business, Figaro has become the trailblazer on how ‘out of the box’ ideas can be used to encourage farmers to plant the Barako again, motivate local governments to do their part and get cooperatives working toward one goal. Through its partnership with the municipality of Amadeo, Figaro will be able to plant around 30,000 Barako trees in and around the Amadeo town providing farmers with a niche product that can be their ticket to higher selling prices and export potential of a value-added product branded with the Figaro name. 3. 4TRADEMARKS.

3. 5PRODUCT There are five commercially known coffee bean varieties worldwide: Arabica, Robusta, Excelsa, Stenophylla and Liberica. The most popular beans in use all over the world are Arabica and Robusta. The former has a more subtle and distinct flavour and is usually used for gourmet coffees. However, due to weather conditions, it cannot be natively grown in the Philippines except in some mountain areas, and therefore is mostly imported. Robusta on the other hand is grown in many parts of the country. Due to its more full-bodied flavour, Robusta is used mostly for instant coffee.

The Excelsa and Stenophylla varieties are not cultivated commercially in the Philippines. Liberica is known to be an indigenous product in only three Asian countries, including the Philippines, making the bean a very unique and potentially lucrative product. The term ‘Barako’ in the Philippines has become a generic name for the coffee grown and roasted in the Batangas region (just north of Manila). In truth, Barako is the Philippine Liberica bean known for “its particularly strong taste, powerful body and a distinctly pungent odour.

” Because of its homespun image, domestic demand for Barako had slacked off in favour of imported international Arabica and large-scale production of Robusta by and for large corporations. Saudi Arabia has been the only known export market for Barako. As a result, the Barako is now in danger of extinction. In addition to the decline in Barako production, prevailing low world prices for coffee have meant that many Filipino coffee farmers have begun to shift to other crops and some have chosen to sell their land. 3. 6 FACILITIES (PLANT LOCATION) 3.

7SUPPLIERS A. RAW MATERIALS AND SUPPLIES Figaro buys Filipino coffee from communities and farmers nationwide at an average of 39 tons or 39,000 kgs of coffee every year: THUS BENEFITTING… * 57 farmers and their families or approximately 688 persons benefit YEARLY * Coffee harvested from nearly 115 hectares of coffee farms are sold YEARLY * An estimated amount of P 4 million pesos is generated from the purchase of coffee from farmers YEARLY * More children are sent to school, more families are enabled to buy food, medicines, and earn more savings.

Farmers from Kalinga, Ifugao, Benguet, Batangas, Cavite, Negros, Davao, Sulu and Basilan are integrated into the supply chain of Figaro. WITH MORE FARMERS HARVESTING COFFEE, MORE FIGARO PATRONS CONTINUE TO ENJOY CUPS OF FIGARO COFFEE. B. TOOLS, MACHINERY AND EQUIPMENT The company does not own roasting facilities, but employs the facilities of a sister company, Boyd’s Coffee Company. Today, Boyd Coffee Co. (Phils. ) Inc. has established its significant presence in the Philippine coffee industry.

Capitalizing on its unique qualities as a trendsetter and an expert, Boyd Coffee continues its tradition of providing Fresh Roasted Coffee and Total Coffee Solutions designed specifically for each client’s needs. C. ENVIRONMENTAL FACTORS The waning supply of Barako beans prompted the company to be more aggressive in securing supplies. The ‘Save the Barako’ campaign is its showpiece effort, and has earned the company a reputation as a company that cares for the coffee farmer. Figaro took up the cause of the Barako when everybody else thought it an Impossible task.

But because of its belief in the cause, Figaro enjoined small groups who equally believed in the integrity of the cause and subsequently slowly built awareness towards a greater mass. Today, Barako has gained many supporters and made a dream a possibility, further proof that an inspired vision that is led by a credible company to sustain its own industry is the heart of corporate social responsibility. Ultimately, ‘Save the Barako’ has moved even the simplest coffee customer to help sustain this once-threatened variety – that is reward in itself. SECTION 4 MARKETING PLAN 4. 1 INDUSTRY PROFILE.

Worth of the entire coffee industry in the Philippines : P21 Billion* Worth of gourmet coffee industry in the Philippines : 2. 1 Billion* Number of stores in the Philippines : STARBUCKS – 150 Figaro – 64 Bo’s Coffee – 40 Gloria Jeans- 38 Coffee Bean and Tea Leaf- 33 Seattle’s Best – 14 Number of coffee chain outlets – 400+ Growth rate of entire coffee industry : 7% annually Growth rate of gourmet coffee industry : 20% annually The amount needed by the government to sustain coffee industry : P200 million Total Coffee Demands: 65,000 tons, 2009;70,350 tons 2012,75,000 tons by 2015.

Total Coffee Production : 30,000 tons Coffee Producing Provinces : 22 Coffee Varieties in the Philippines: Liberica, Robusta, Arabica and Excelsa Coffee has been around for more than 1,000 years. During that time, coffee has been considered a food, a medicine, an aphrodisiac, and even a wine. Today, however, coffee is known as a beverage to be savored and enjoyed. Such has coffee’s popularity grown through the centuries. Today, it can be safely assumed someone, somewhere is savoring a cup, a mug or any of coffee’s delightful and delicious preparations at almost every hour of the day.

From sun up to sun down, its coffee time! All commercial varieties of coffee are available in the Philippines – Robusta accounting for 70% of the country’s total production, and Arabica with about 5-10%. Other varieties such as Excelsa and Liberica also thrives in the country and accounts for 15-20% of the total. Robusta is the chief source of the base for blending coffee and is important in the manufacture of soluble or instant coffee. Arabica remains the sole source of fine coffee.

The Philippines produces approximately 1.3 percent of the total global coffee production. In our country, no morning is complete without coffee. We have our own Batangas barako to be proud of. Instant coffee then came into the scene, and lately, gourmet and specialty coffee with the introduction of foreign cafes such as Starbucks, Seattle’s Best, and the like. Coffee drinking has now become more than just a way to wake up one’s nerves, it has become a trend. * First, the world’s coffee shops make up the fastest growing part of the restaurant business, checking in with a 7% annual growth rate.

* Second, that the world coffee production is estimated at 110 – 120 million bags per year. * Third, that 14 billion espresso coffees are consumed each year in Italy, reaching over 200,000 coffee bars, and still growing. * Fourth, that Americans consume 400 million cups of coffee per day, or equivalent 146,000,000,000 (146 Billion) cups per year; making the United States the leading consumer of coffee in the world. * Fifth, that Japan ranks number 3 in the world for coffee consumption. * Sixth, that coffee represents 75% of all the caffeine consumed in the United States.

* And seventh, that cafe bars have total average sales that reach 230 cups a day. * It is now an accepted fact that majority of Filipinos take to coffee like they take to rice, and beer. * Take “BARAKO” for example, this native-grown coffee bean for example, this native-grown coffee bean is not only famous for its strong aroma, as pinoy coffee lovers would atleast. * Although not a common coffee variety, “BARAKO” is abundant in Southeast Asia, especially in the Philippines. * Believe it or not, it has the largest beans of all the coffee varieties in the world.

Its taste is said to be superior to that of Robusta, and some Filipino coffee lovers prefer Barako to Arabica 4. 2 COMPETITION PROFILE Major Players in the Industry of coffee: Starbucks strength rested on four factors: retail expansion, product and service innovation, having an observed clean store, and being a brand associated with the specialty/gourmet coffee niche. The strongest attribute that consumers associate with the Starbucks brand is its being known for specialty/gourmet coffee. Starbucks is a widely-recognized brand. Its top-of-mind recall is high.

It is both a household name and a buzzword. Seattle’s Best Coffee LLC has been roasting premium coffee since 1970 and today roasts more than 20 million pounds of coffee every year and millions of cups of our coffee are served every day. Seattle’s Best Coffee is a featured brand within Starbucks Corporation. The smooth taste of Seattle’s Best Coffee has appealed to Filipino taste buds. Their smooth and flavor-filled coffees are often partnered with equally sumptuous meals that engage the taste buds. Their pastries and pasta are equally delicious and keeps customers coming back for more.

The UCC started as a store under the name of “Ueshima Tadao Shoten” in 1933. It became limited partnership in 1940 and on 1951, became “Ueshima Coffee Co. , Ltd. “. The company introduced the world’s first canned coffee, “UCC Coffee with Milk”on April 1969 starting the trend for Japanese Canned Coffee. The Euro-Japanese fused food, free wi-fi internet, and various cafe concepts makes the UCC Cafe a very trusty hangout place for Filipinos. They have several branches in the country and eight other Asian countries. They have a very simple layout but favorable quality.

The Coffee Bean & Tea Leaf is an American coffee chain, owned and operated by International Coffee & Tea, LLC, which has its corporate headquarters in Los Angeles, California. Coffee Bean and Tea Leaf has a very clean ambience, innovative coffee mixes and really good customer service. This makes them one of the frequented places for coffee and chilling out. Flavorful, reasonably priced and scenic, the Coffee Bean and Tea Leaf stores continue to draw in the coffee-loving crowds. Gloria Jean’s Coffees an Australian owned global specialty coffee company, and is a brand synonymous with coffee quality and leading franchise systems.

Personalized service, fun coffee flavors and strategic locations (as one of the awarded foreign franchises in the country) make Gloria Jean’s stay at the top of its game as one of the country’s best coffee shops. The store atmosphere is also excellent and they maintain a loyal following. The Chocolate Macadamia Coffee is a local favorite. “Bo’s Coffee” is a registered trademark of the business name of a chain of specialty coffee shops that serves espresso beverages, specialty coffee beverages and others, in an ambiance that has been created to cater to a lifestyle market with discriminating taste.

Bo’s Coffee Club is very high end coffee shop that has services and product tailored to suit the needs of high society coffee drinkers. They maintain excellent service and product done in good taste, literally and figuratively 4. 3 CUSTOMER PROFILE The typical and most committed coffee drinkers are 25 to 45 year old, affluent, educated adults. While baby boomers have driven the success of coffee shops, specialty coffee appeals to a diverse adult demographic, including college students and young adults. Larger companies may also sell coffee beans wholesale to commercial customers, such as grocery stores and restaurants.

SIZE AND GROWTH 1. Do you drink coffee? All of our respondents said that they drink coffee. Reason why they drink coffee 40% of our respondents said that they drink coffee because of coffee’s stimulating properties and benefits that help them in everyday work, 28% Said that its taste, 18% to fit in with others while 14% said that it’s out of habit. 2. When do you prefer to drink coffee? Most of our respondents said that they drink coffee anytime. 3. Do you go to coffee shops? 78% of our respondents said they go to coffee shops to drink coffee and have pastime activities. Reason why yes?

30% of our respondents said that they like the coffee that the coffee shop serves, 25% said that to relax and have pass time their, 15% said that to fit in with others, 10% said that they like the products they sell. Reason why no? 20% of the respondents said that it’s out of their budget and 80% said that it’s just a waste of money. 4. What coffee shops you usually go? 76% of our respondents said they go to Starbucks, 12% go to Kopiroti, and 6% each for Seattle’s Best and Figaro. 5. Do you know Figaro? Majority of our respondents said they know Figaro. How they know Figaro?

Most of our respondents said that they saw Figaro branches around the cities and some are word of mouth from friends. 3. How much you are willing to spend in a coffee shop? 52% of our respondents are willing to spend if the price of the coffee will range from P100-P150 4. What do you expect from a coffee shop? Everyone expects a great tasting coffee, clean environment, good service and because of the technology everyone wants a free WI-FI 5. What food you want a coffee shop to serve? Most respondents want bread as a partner to coffee because they only want to ear light foods in coffee shops. 4. 4.

TARGET MARKET PROFILE Primary Target Market Our target market is the business executives and young professionals because they hold a big part of the market share in the coffee industry. They are the people that have the habit in drinking coffee and they are the ones who frequently go to coffee shops and for them that is their third home. Usually this people do meetings in coffee shops and conference because of the good ambiance and good surrounding. They choose coffee shops as their third home because they can concentrate in their meeting or business affair especially because of the minimal noise in the coffee shops.

They want to hang up in coffee shops because of the comfortable environment and it is affordable. Secondary Target Market Our secondary target market is the class B and C. In the generation today students and foreigners usually go to coffee shops because for them they can study in coffee shops and they can relax and do pass time works. They prefer to study in coffee shops instead in their homes because they can study here for hours without being disturbed and they also choose it as their secondary relaxations place. 4. 5 PRICING PROFILE FIGARO| STARBUCKS| SEATTLE’S BEST| GLORIA JEANS| HOT DRINKSMacchiato85.

00Espresso85. 00 – 109. 00Cappuccino95. 00 – 119. 00Cafe Mocha105. 00 -135. 00White Chocolate Mocha115. 00Cafe Latte95. 00 – 119. 00Cafe Au Lait95. 00 – 119. 00Americano85. 00 – 119. 00Brewed Coffee85. 00 – 119. 00Chocolate Cookie Latte120. 00Caramel Cappuccino Light115. 00Butterscotch Vanilla Latte115. 00 8oz. Peach Latte120. 00 8oz. Strawberry Latte20. 00 8oz. Creme Brulee Latte120. 00Raspberry Mint Latte110. 00Other Hot DrinksHot Tea 85. 00 – 115. 00Hot Chocolate85. 00 – 105. 00Cafe Mocha Light115. 00Steamed Milk85. 00 – 105. 00Blueberry Muffin65. 00Cheese Muffin65. 00Chocolate Muffin65.

00Asado Pie59. 00Tuna Pie59. 00Carrot Loaf69. 00Pudding with Vanilla Sauce69. 00Food for the God’s59. 00Heavenly Cheese Roll59. 00OatmeaL Chocolate Chevvy55. 00Chocolate Cake119. 00My Little Oscar119. 00Dark Chocolate Raspberry Symphony130. 00Strawberry Cheesecake135. 00Chocolate Chip Cookie59. 00Oatmeal Raisin Cookie59. 00English Matrimonial Bar59. 00Banana Hazelnut Turnover79. 00Marble Cream Cheese Brownie70. 00Chocolate Eclair75. 00Tiramisu Eclair75. 00Pepperoni Calzone95. 00Supreme Calzone95. 00Blueberry Cheesecake Lite130. 00Blueberry Almond Puff79. 00| COFEE, TEA AND CLASSICSHot Brewed Coffee80.

00 – 120. 00Hot Brewed Tea90. 00 – 105. 00Iced Tea90. 00 – 120. 00Signature Hot Chocolate105. 00 – 140. 00Caffe Latte90. 00 – 130. 00Cappuccino90. 00 – 130. 00Caffe Mocha100. 00 – 145. 00White Chocolate Mocha115. 00 – 160. 00Caramel Macchiato115. 00 – 160. 00Blended CoffeeMocha125. 00 – 150. 00Caramel125. 00 – 150. 00Dark Mocha155. 00 – 180. 00Coffee Jelly145. 00 – 170. 00Java Chip145. 00 – 170. 00Mint Java ChipvariesHazelnut MochaVariesCreme Brulee FrappuccinovariesChai Frappuccino with Coffee JellyvariesBlack SesameGreen TeavariesBlended CreamCaramel Cream125. 00- 150. 00Chocolate Cream 120.

00 – 145. 00Strawberries and Cream145. 00 – 170. 00Chocolate Cream Chip120. 00 – 145. 00Blended Juice DrinkMango Passion Fruit 125. 00 – 150. 00Raspberry Black Currant 125. 00 – 150. 00Honey Glazed Doughnut40. 00Chunky Chocolate Chip Cookie50. 00Old Fashioned Oatmeal Cookie50. 00Double Chocolate Walnut Brownie50. 00Butterscotch Fudge Bar 50. 00Cinnamon Roll/ Swirl55. 00Ensaymada65. 00Danish65. 00Tuna, Corned Beef and ChickenPandesal55. 00Pork Adobo Roll70. 00Cheese Croissant70. 00Sausage Roll75. 00Italian Pocket95. 00Banoffee Pie105. 00Banana Loaf50. 00| THE PERFresh Brewed Coffee80.

00 – 105. 00Americano Perfect85. 00 – 110. 00Cappuccino95. 00 – 120. 00Breve105. 00 – 130. 00Chai Tea Latte 115. 00 -145. 00Hot Tea95. 00Ice Blended and DeliciousMocha125. 00 – 150. 00JavaChip145. 00 Double Chocolate Mint 135. 00 – 160. 00Chai Tea145. 00 – 170. 00Java Jelly145. 00 – 170. 00Classic Iced Tea90. 00 – 120. 00Naughty Toddy90. 00 – 110. 00Classic American Latte 100. 00 – 130. 00Americano95. 00 – 125. 00World’s Best Coffee MilkshakeClassic Javanilla Shake155. 00Milkshakes155. 00HOT, HSeattle’s Best Coffee LattesHot Classic American Latte90. 00 – 115. 00Caramel Latte110. 00 – 130.

00Vanilla Latte110. 00 – 130. 00Hazelnut Latte 110. 00 – 130. 00Almond Latte 110. 00 – 130. 00Raspberry Latte 110. 00 – 130. 00Seattle’s Best Coffee MochasClassic Mocha100. 00White Chocolate Mocha 120. 00 – 150. 00Raspberry Mocha Kiss120. 00 – 150. 00Almond Mocha Joy120. 00 – 150. 00| Espresso ClassicsCappuccino85. 00 – 110. 00Caffe Latte85. 00 – 110. 00Caffe Mocha95. 00 – 125. 00Espresso80. 00 – 125. 00Machiatto80. 00 – 125. 00Americano80. 00 – 105. 00Filtered Coffee of the Day75. 00 – 100. 00Espresso ExpressionsCaramelae110. 00 – 145. 00Mocha Caramelatte110. 00 – 145. 00White Chocolate Mocha110.

00 – 145. 00Chocolate Macadamia Latte110. 00 – 145. 00Irish Nut Creme110. 00 – 145. 00Very Vanilla Latte110. 00 – 145. 00Tea & ChocolateChai Tea Latte95. 00 – 125. 00Hot Tea85. 00 – 110. 00HotChocolate& Marshmallows115. 00 – 140. 00COLD DRINKSVery Vanilla Chiller135. 00 – 165. 00Creme Brulee135. 00 – 165. 00Cookies ‘n Cream125. 00 -150. 00Mint Chocolate Bomb125. 00 – 150. 00Cappuccino ChillersVanilla Caramel135. 00 – 165. 00Chocolate Macadami140. 00 – 170. 00Gourmet Iced ChocolatesStrawberries n’ Cream130. 00 – 155. 00Iced Chocolate130. 00 – 155. 00Over IceCappuccino Chiller115. 00 – 155.

00Iced Mocha115. 00 – 155. 00Iced Latte100. 00 – 125. 00Strawberry Smoothie135. 00 – 165. 00Mixed Berry Smoothie135. 00 – 165. 00Mango Smoothie135. 00 – 165. 00Tropical Coconut135. 00 – 165. 00Fruit ChillersStrawberry130. 00 – 150. 00Mango Chillers130. 00 – 150. 00| 6 4. 6 ADVERTISEMENT AND PROMOTIONS Marketing Tools| Program Activities| Expansion of Coffee Shop Branches| Figaro will expand its selected coffee shop branches by adding a “conference section”. Additional space needed will be rented and additional chairs, tables and conference room equipments such as projectors will be provided.

Conference Section will be used by business executives and the like, on a rental per hour basis. These spaces will form part of the general area if not rented. Figaro will implement this plan on business cities like Makati, Ortigas and some parts of Quezon City. | Television for Entertainment| There will be Televisions on every branches of Figaro nationwide. This is to entertain customers through movies, basketball games etc. | Customer Advantage CardMagazine Advertisements| For every purchase a customer will earn points that can be converted to freebies like free tickets to movie houses upon reaching a certain point.

Figaro will have a picture advertisement in Entrepreneur Magazine and other business magazines, advertising the “Conference Section” of Figaro. We will advertise on Lifestyle Magazines as well. | Newspaper Advertisements| Newspaper Advertisements in the form of pictures will also be provided in the leading newspapers in the Philippines during Sundays on Manila Bulletin and Philippine Star. We will also make press releases on these newspapers. | TV Show Segment Promotion| Figaro, after the successful implementation of the proposed expansion, will be featured in a TV Show where it can showcase it’s being “Second Comfort Zone”.

| Social Networking Sites| Improvements to the official Facebook page will be made. Designs will be added based on the season- for example: Valentines, Summer, Christmas etc. Links to the official company website, official twitter account and to Figaro’s press releases will be provided. This page will also serve as a place where customers can post their comments and reviews. A twitter account will also be established. These networking sites will keep the online community informed regarding the improvements. | Leaflets| Leaflets will be made available on Figaro branches nationwide. | SECTION 5 OPERATING AND CONTROL SYSTEMS

Figaro Support System From helping you secure your site to the thorough training of your employees, Figaro Coffee Company has a strong support system to aid you in the opening and ongoing operation of your business. a. Initial site assessment. b. Training in the Figaro System for the franchisee and the Initial branch staff. c. Site design and construction assistance. d. Comprehensive Store Operations Manual. e. An opening team assigned for the branch’s first month of operations. f. Continuous research and improvement of the Figaro product line. g.

Regular field visits by the Figaro Operations Team to give in-site assistance.h. Continuous training programs. i. A network of regular communications with franchises. Pre-qualification The qualities we look for in a franchise include: 1. A passion for coffee and enthusiasm for the business. 2. A strict adherence to Franchise Standards, and a commitment of time and resources to the Figaro System.

3. A desire for a mutually beneficial business relationship. 4. The resources to invest a minimum of ? 5 to 7 million, depending on the business model most suitable to the site chosen by the franchise applicant. Application Process To get your own Figaro franchise system started: 1.

E-mail a Letter of Intent containing name of interested party, expressing interest in a franchise and proposed site and location (if any) to Franchise Relations Manager: [email protected] com 2. Upon receipt of the Letter of Intent, we will schedule a Franchise Orientation Meeting with you to discuss the detailed procedures on how to secure a franchise. 3. Fill out the Franchise Qualification Form. 4. If qualified, you will be required to conduct a feasibility study of the selected site using our Market Study form.

Figaro Coffee Essay

Starbucks Coffee Company (Hong Kong) Essay

Starbucks Coffee Company (Hong Kong) Essay.

Starbucks Coffee Company (Hong Kong) was established in May 2000. They opened the first store in Central’s Exchange Square. By May 2008, Starbucks has opened more than 100 branches across Hong Kong commercial, shopping & entertainment and residential areas.

Why did we choose this brand?

The brand name of “Starbucks” becomes very well-known in Hong Kong. According to the article of Hong Kong Coffee Culture Exchange Association ( http://hkccea.org/2010/06/27/hk-2/), we can see that a lots of Hong Kong people tend to pursue a high quality of coffee.

Such as middle class, high income level people. They are potential customer. So we choose this brand for our marking project. Marketing Objectives:

Our marketing objective:
1. Increase total sales by 3% to 5% at the end of 2013.
2. Acquire additional 2% to 3% new customers from the non-coffee drinking market at the end of 2013.

To achieve above objectives, it will include targeting a new market segment and use the “SWOT” tools to help us analysis and achieve this growth.

Before doing the SWOT analysis, we would like to briefly explain the PEST:

Political-legal Factors:
The statutory Minimum Wage came into force on May 1, 2011. After that, the catering service claim the cost of recruiting is raising.

Economical Factors:
According to the census, we find that the average spending on drink of the mid-income group is growing, compare to a decade before.

Socio-cultural Factors:
Refer to an article of Oriental Daily on 2010, it shows that the coffee culture is building up in Hong Kong these years, more people are seeking a higher quality coffee instead of just have a cup of coffee in a Hong Kong local restaurant or fast food restaurant(eg McDonald). (http://orientaldaily.on.cc/cnt/lifestyle/20100907/00298_001.html)

Technological Factors
Majority of the consumers in Hong Kong are greatly capable of using computer-based platforms. With highly technologically population, the consumer base on factor of convenience as an advantage. SWOT

By definition, strengths (S) and Weaknesses (W) are the internal factors. Opportunities (O) and Threats (T) are external factors.

Now, we are going to discuss the SWOT of Starbucks Hong Kong.

Strength
1. Brand Name
Starbucks already represent a kind of lifestyle. This lifestyle is the America living style. Working in a relax way, enjoy the life. Moreover, for many people, once they think coffee, the follow wording come out will be Starbucks. According to the below link, we can see even an article shown in university web mentions that Starbuck is a well-known brand and link with quality of life. (http://www.hkcc-polyu.edu.hk/index.php?lang=eng&cms=1687)

Weaknesses
1. Delivery Services
After comparing the delivery menu between Starbucks and Pacific coffee, the minimum order charge of Starbucks is 3 times higher than their main competitor, Pacific coffee. Moreover, during the peak hour (12-2), Starbuck doesn’t have the delivery services. Oppositely, but Pacific coffee has.

2. Product range
Compare to Pacific coffee, Starbucks provides less drink, refreshments and desserts. – Drink: Around 10% of product less than Pacific coffee
– Refreshment + Desserts: Around 15% of product less than Pacific coffee

Opportunities
1. Huge potential growth market
A culture of coffee drinking is developing in the mid-income groups since the drinking coffee culture is becoming more common. We can foresee that this market will become larger, and Starbucks probably can enjoy this enlarged market and have some brand loyalty customers.

2. Seeking a fresh and tasty coffee
The mid-income group people are willing to seek a fresh and tasty coffee in a convenience way, anytime, anywhere.

Threat
1. Higher operation cost
Due to the minimum wage is set, the recruitment cost is raising and also hard to employ staff, since less people are willing to apply the low level post, e.g. clearing. Segmentation

We’re defined three segments to analyze which one has potential to elevate of sales amount:

1. Age
We analyze between 30 and 40 group since they may be mid-level of organization, they have stabilize and appropriate revenue.

2. Nationality
Local people have not volitional to hold a gathering / meeting in Starbucks compare with Foreigner.

3. Location
Three locations selected from commercial district, most of a business is setup a fortified point in there and it has potential to elevate of sales amount.

4. Perception
All peoples in the both segments percept that Starbucks is their first priority to go to meeting and gathering.

5. Lifestyle
All peoples said that they like decoration and feeling tranquil, relax, listening music and enjoy coffee when they go to Starbucks.

Targeting

We plan to analyze Segment 1 and focus how to elevate the sales amount in Central.

Assumed age and national as same as Segment 2 and 3, Central is a Financial District, they will work until mid-night such as I-Bank and multinational companies, Starbucks can open 24 hours as MacDonald because no one provides 24-hours to serve target customers, so that we target Starbucks store in Central and evaluate how to elevate their sales amount.

Positioning

Coffee Shop Environment

Starbucks designed cozy and free layout as office and home which want to make customers stay to linger, gathering and meeting. Starbucks plays smoothing music let customers relax.

Customer Service

Starbucks continuous to elevate customer satisfaction and customer loyalty. Starbucks provides training courses for employees how to establish “customer relationship” like “welcome customers with a smile”.

Starbucks Coffee Company (Hong Kong) Essay

Coffee Industry Trends Essay

Coffee Industry Trends Essay.

Coffee shops are considered to be specialty eateries, which also includes retail outlets that offer bagels, donuts, ice cream and frozen yogurt. In 2011 there were around 20,000 coffee shops in the United States with combined revenues of $10 billion. 70% of the sales are generated by the top 50 coffee shop operators. There are local mom and pop operators competing alongside of Starbucks and other national brands. The number of coffee shops like Starbucks rose in 2004, but leveled off in the recession of 2008. The number of establishments has grown faster than the number of firms.

So while there are quite a few startups, those start- ups are starting up more and more shops. International business is becoming more and more important in this industry. Starbucks reported to have 5,500 international locations in 2010. Starbucks is getting ready to open their first shop in Vietnam. Vietnam is a country with strong coffee traditions and many local independent shops. In 2012, the National Coffee Association conducted a study and they found that over 75% of adults living in the US drink coffee and of those, 58% drink it daily.

The age group 25-39 went from 44% drinking daily to 54%.

Why the increase? Most felt better about their finances. There are still more Americans drinking coffee than tea. There are 183 million coffee drinkers to 173. 5 million tea drinkers. There has been a surge of national quick service and fast food chains entering the market. McDonalds introduced their specialty coffee line, McCafe in 2005, Burger King has BK Joe, Chick-Fil-A has Cafe blends, 7-Eleven has World Roasts, and Dunkin Donuts has lattes and cappuccinos that they introduced in 2003. Because of increased competition, many companies are trying to increase their sales thru whole and ground coffee.

Many are selling thru grocery stores, specialty food stores, and also the internet. This helps build brand awareness and also brings people into the coffee shop itself. 85% of coffee drinkers make their coffee at home and now they have more ways to make their own specialty and espresso as well. These companies are actually competing against themselves as they manufacture coffee for the Keurig and Vue machines. The average consumption of coffee has actually fallen slightly in the last 30 years, but is projected to remain stable over the next five years.

Coffee Industry Trends Essay

Benefits of Coffee Essay

Benefits of Coffee Essay.

Kristen Kirkpatrick said that a study in 2012 showed that three or more cups of coffee a day lowers the risk of death regardless of whether participants drank caffeinated or decaffeinated coffee. 2. Makes your reproductive system happy d. Men would you like a drink that could lower your chances for prostate cancer? And ladies wouldn’t you like to lower your risk for endometrial cancer? e. Kirkpatrick also says that a 2011 study found that men consuming at least six or more cups a day reduced their risk of prostate cancer by 20 percent!

Another study published in the Journal Cancer Epidemiology, Biomarkers and Prevention found that women who drank more than four cups of coffee a day had a 25 percent lower risk of endometrial cancer.

3. Lower risks of Type 2 diabetes f. A 2012 study found that a compound in coffee can actually help block a substance in the body called human islet amyloid polypeptide that may play a role in the development of diabetes.

Further studies have demonstrated that caffeinated coffee consumption is linked to decreased diabetes risk as well. 4.

Protects your brain g. When you wake up to the smell of coffee in the morning do you usually smile? h. Coffee drinkers are less likely to develop dementia and Alzheimer’s later in life according to a study done in 2009 i. The smell of coffee can help reduce stress that could be associated with loss of sleep 5. Good for skin j. Drinking coffee may help you to ward off basal cell carcinoma So, the next time you are wondering whether you should have that second cup of coffee to perk you up, relax. At least now you know how it could help you!

Benefits of Coffee Essay

Alaska Coffee Company Essay

Alaska Coffee Company Essay.

Sure Powell was given input by his retail managers, employees and customers, but he wasn’t given any advice from people that new the company inside and out. All the people that offered him advice had no knowledge regarding the financials or other intricate facets of the company. If he had a board of directors he might be able to make more informed decisions that better serve the company as a whole. It is clear he also didn’t have a clear process for managers to go through to implement changes and or suggestions.

The chain of command was vague and rarely used except by going directly to or through him.

His attitude of “let it rip” is great because it gives employees freedom to thing outside the box and make them feel like they are a major part of the company but does not give any structure to them. His marketing background is most likely a key contributor to the company’s success in implementing new products and keeping customers coming back but with no real experience in running a company before this he lacked the human resource skills necessary for a company to thrive which is clear in his passive leadership role.

External Environmental Analysis

Some of the key external forces with company were in the beginning not really having any competition which let the company grow and lock down a loyal customer base. Also with the Alaskan environment suiting coffee drinkers because of the mild to colder weather. Staying confined in one city also helped the brand name grow through word of mouth and helped lock down business opportunities. Having a roaster facility in the city also cut down on expenses and helped keep the coffee fresh which was one of their staple trademarks to serve the freshest coffee possible.

Internal Environmental Analysis Some of the key internal forces for ACC were the fact that the company was built on loyal workers who stayed in the company due to chances for promotion and growth. Along with that and Powell’s leadership style it let employees act somewhat freely and have input into a company that strived to stay away from a corporate feel. The quality of the products that they offered also helped them since they were considered to have the top of the line products some of which were considered to be the best in the world.

Having a small chain of command is also beneficial to the employees because it allows them to get things done relatively quickly without having to wait for it to go through many different levels of management. With most customers saying that the coffee was addicting and the atmosphere was very pleasant it leads to a happy environment for customers and workers alike allowing for the business to strive. Another problem of the external environment is that the shops were not strategically located.

The areas that they were placed in were researched to some extent but not fully like a major company like Starbucks would do to make sure they can get the most out of the market. Not only that but they didn’t own all the building or locations that they were in having leased some of the spaces with only year contracts. SWOT Analysis The opportunities to grow for the ACC seemed to be limitless since they had already successfully competed with local competition and it did not affect their bottom line to a level of concern for them until, world conglomerate Starbucks entered the scene.

Once they came on scene it became clear that competition would become a threat and opportunities could and would shrink. This was and is the biggest threat to ACC since Starbucks is already a well known product that strives to give customers the “Starbucks Experience”. This is where the customer can feel comfortable getting the same service and products at any store in the world compared to ACC’s differently styled shops and styles of running the stores.

This is probably of the greatest concern since most of their stores have different layouts and feels you can’t go to one ACC store and then go to another and feel like it is just like the one you already visited. One strength that ACC has is that it is a local company built on staying small and having a non corporate feel. They also strive to employee young workers in a state that is economically stricken and worried about their young adults leaving the state to live elsewhere.

One weakness I believe that they have is that their merchandise can be over priced and even though started to compete with lower priced items there were no real studies done on how well the products would do. One of their major weaknesses is their human resources department and their lack of technical support. They switched to new major software with no one that could fix a problem if one occurred. Business-Level Strategy Their strategy was to find a way to keep their customers loyal while offering the best possible choices in specialty coffees and to help contribute to the great state of Alaska’s economy.

Their potential for success I believe is still quite good. As long as Powell can overhaul is leadership strategy and his chain of command, I think they could become even more profitable than they already are. He needs to make a lot of changes but he has the right idea and now he just needs to build on it. Even though it may not be the Alaskan way of doing things he needs to come up with written ways and policies to go about key things in his business. The communication chain also must be improved for the business to continue to be successful.

Cooperative Strategy ACC has some key alliances in place already with major retailers already selling their products in wholesale as well as, disturbing them as needed. Having an alliance with an already established local produce market has obviously been key to their early success and I would guess that those are the stores that continue to post the most profits. Since they do not have a written agreement in place I would recommend that he do so because if he were to lose those locations to say Starbucks, it could be detrimental to his business.

Even though some of the major retailers already offer Starbucks products to the public, it is important that ACC stays on good terms with them so as not to lose their business since they are solely confined to Alaska any lose of a major retailer could have vastly negative effects. It is also key that stay in good relationships with the companies that they do their major business with for the same reasons as above. Options and Recommendation In order for ACC to stay in the specialty coffee market, they will need to do some drastic overhauling.

Starting with Powell, he needs to establish a direct chain of command and follow through with it. He already gives managers leeway with projects but he has to help them make more informed decision so that he will not have to cancel projects. He also needs to bring in a financial analyst to help teach his managers how to budget and be more open with the financials of the business. After that he needs to revamp his human resource department and definitely bring in an IT specialist to help deal with any software issues.

While he also needs to bring in people to train all the essential employees on how to use the software adequately enough that they will be able to teach new employees. I would say he then needs to have a clear line of vision of where he wants the company to go and how he wants it to get there. In order to do that I believe he needs a committee or a board of directors to help weigh in on decisions and help spark new ways and ideas of innovating and implementing strategies. It is also apparent that he needs to upgrade his facilities so that they can operate at full capacity which will also help get rid of some of the overhead he has.

Then he needs to establish one way that all stores will look and future stores will be laid out. The one thing that he may not want to do because it may seem like they are going corporate but there are too many uncertainties from one store to the next. They do not have to be identical but the way things are done internally and as far as customer service goes that should be. Overall I think ACC can last and be the main Specialty Coffee supplier in Alaska he just needs to do a little overhauling.

Alaska Coffee Company Essay