INTRODUCTION<br /><ul><li>Kharghar, Navi Mumbai is an institutional area.
It has five big colleges and many high schools.
It has also good pool of young working professionals around.
But since there is not a single coffee house,we treated it as an opportunity.</li></li></ul><li> COMPANY DESCRIPTION<br /><ul><li>Angel Beverages Ltd. was formed in September 2009 by its founder Mr. AnuragKashyap.
Our marketing management team comprises of seven members, AnkushPatodi, Deepak Choubey, Parul Gupta, RimshaShaikh, SufiyanShaikh, Vinith Nair, Vivek Prasad. The team is headed by Mr. Vinith Nair.</li></li></ul><li>MISSION STATEMENT<br /><ul><li>“To provide a friendly, comfortable ambience where customer can receive quality refreshments, services and entertainment at a reasonable price.”</li></li></ul><li>COMPANY GOALS<br /><ul><li>To establish as a preferred brand-name amongst youngsters & professionals.
To explore & capitalize untapped market domains.
To grow knowledge of expertise in, the preparation & serving of specialty coffee.
Maintain consistency in serving the highest quality products.
To become a nationally competitive organization by opening more outlets in different areas of Navi Mumbai as well as Mumbai.</li></li></ul><li>COMPANY OBJECTIVES<br /><ul><li>To provide wide varieties of coffee.
To provide customers a place to spend quality time.
Target to capitalize a customer base of half a million by end of 3 years.
To introduce our in house products like cookies, brownies and cakes.</li></li></ul><li>COMPANY PHILOSOPHY<br /><ul><li>We, at Angel Beverages Ltd, plan to provide an unique and enjoyable experience to all our guests and make them feel comfortable and welcome. We believe in serving the finest coffee and cuisine at great value prices.
Our friendly and efficient brew masters prefer serving coffee with a smile, thus, making Café Delight 'the lighter part of LIFE'.
Our aim is to passionately deliver the highest levels of experiential services and so, we are driven by an insatiable thirst for excellence.</li></li></ul><li>Product & Services<br /><ul><li>Café ambience
SWOT analysis</li></li></ul><li><ul><li>Strength</li></ul>No organized player in the market<br />A big target segment to cater<br />Target segment of youth who are will to try to new things<br /> Location<br /><ul><li>Weakness </li></ul>Limited capital to work with<br /> Lack of experience in the field<br />
<ul><li>Opportunity</li></ul> First to enter<br /><ul><li>Threat</li></ul> Number of competitors <br /> Price difference <br />
Marketing mix<br /><ul><li>Product</li></ul> Store layout<br /> Services<br /> Different variety of coffees <br /><ul><li>Price</li></ul> Any where between Rs 35 -75<br /><ul><li>Place</li></ul> Placed near Patel Heritage so it would be in a hub of students and professionals<br />
<ul><li>Promotion – Objective – inform and persuade</li></ul> Direct marketing<br /> Radio ,news papers and magazines <br /> Publicity<br /> Organizing events ,promoting events<br /> Internet<br /> Customer service<br />
<ul><li>Targeting</li></ul> The target segment would constitute of people with age group of 18 -60 who are either students or professionals who are earning 15000+ ,who seek benefit in terms of quality of service and product ,ambiance and a place to relax and talk <br /><ul><li>Positioning</li></ul> Good ambiance <br /> Friendly service <br /> Fair prices<br /> It would be positioned as a place where all the above things are found and it would be kind of a stress buster image<br />
<ul><li>Positioning statement </li></ul> Coffee house that offers best coffee with reasonable price ,great service and amazing ambiance. <br />Tagline : café delight – the lighter part of LIFE <br />
Operational plan<br />Stages of development:<br />Estimated budget for product and other Requirements required to run <br />The coffee house is Rs. 23.80 lacs<br />Steps required to run our coffee house effectively:<br /><ul><li>Place orders regarding raw materials & finished products to suppliers.
Negotiate purchase orders with local retailers
Process & deliver customer orders timely & efficiently.
Preparing & maintaining proper invoices for orders placed.
Implement advertising and promotional plan.</li></ul> <br />
Risks involved:<br />The following events could pose problems in smooth operation:<br /><ul><li>Irregular supply of raw materials & food imported from suppliers.
Loss of key supplier, which would result in paying higher rates for products.
Logistic problems would cause significant delays in fulfilling orders</li></ul> To avoid these problems, we will:<br /><ul><li>Further develop supplier network in other parts of our country
Seek out back up suppliers in other markets </li></li></ul><li>Suppliers<br /><ul><li>H & B Distributors
SweetBiteDestination</li></li></ul><li>Quality control:<br /><ul><li>We will hire a quality control manager to inspect the products.</li></ul>Land and equipment requirement:<br /><ul><li>We will take shop on lease.
We will purchase a coffee brewing machine, cold storage, ovens and other equipments.</li></li></ul><li>Hiring and training of employees:<br /><ul><li>We have planed to hire professional and responsible employees
We have planed to conduct multiple interviews with prospective candidate.
We have planed to implement 60 or 90 days probationary period
Employee training is obviously very important to ensure quality.