Chapter I

Introduction
The province of Laguna is located in the Calabarzon region (Region IV-A) in the
island of Luzon. Laguna was established on 28 of July 1571. The people of Laguna as
highly educated, it is well known for the tourist attraction like Sampaguita plantations,
Mt. Makiling, University of the Philippines botanical garden, Crocodile Lake, seven
lakes, Sampaloc lake, Dalitiwan river, Pagsanjan falls, Bunuwisan falls, Boys Scouts of
the Philippines comp., Lake Caliraya.
The population in Laguna is 2.67 million and the municipalities are Alaminos,
Bay, Bian, Cabuyao, Calamba, Calauan, Cavinti, Famy, Kalayaan, Liliw, Los Baos,
Luisiana, Lumban, Mabitac, Magdalena, Majayjay, Nagcarlan, Paete, Pagsanjan, Pakil,
Pangil, Pila, San Pablo, San Pedro, Santa Cruz, Santa Maria, Santa Rosa, Siniloan,
Victoria. The climate on the province is relatively dry from November to April and wet
during the rest of the year for a small portion near the southern boundary. Other parts,
west of Santa Cruz municipality, experience a dry season from November to April and
rainy season during the rest of the year. The eastern and southern most portions do not

have distinct season, with rainfall more evenly distributed throughout the year. And the
tourist that visited Laguna was an average of 270,000 tourists visit.

History of coffee shops

According to legend coffee was discovered by an Ethiopian goat herd called
Kaldi. He noticed that goats that ate certain beans became very lively. Coffee was drunk
in Yemen by the 15th century. By the 16th century coffee had spread to Persia (Iran)
and Turkey. There were many coffee houses where people could drink and also
socialize.
Coffee reached Europe in the late 16th century through trade. Coffee was
introduced into Italy first. (Today coffee is still a very popular drink among the Italians).
Coffee really became popular in Europe in the 17th century. In the 1600s coffee houses
opened across Europe. The first coffee house in England opened in Oxford in 1651 and
by the late 17th century there were many coffee houses in English towns where
merchants and professional men met to drink cups of coffee, read newspapers and
chat.
The first coffee house in London opened in 1652 and by the end of the 17th
century there were hundreds of them. Lloyds Coffee House opened in London in the
18th century and soon became a center of marine insurance. However by the mid-18th
century coffee houses were past their heyday in England. Merchants met to do

business in specialist exchanges and gentlemen's clubs took over as the places where
well to do men met to socialize and chat.
Meanwhile the first coffee house in America opened in 1689. Merchants Coffee
House opened in 1737 and it became an important meeting place. In America drinking
coffee rather than tea became patriotic after the Boston Tea Party of 1773 (a protest
against a British tax on tea).
In the early 18th century the Dutch began growing coffee in Indonesia. Also in the
18th century people began growing coffee in Brazil. By the early 19th century coffee
plantations in Brazil were booming. In the 20th century a vast amount of coffee was
grown in Uganda. Meanwhile the first American coffee percolator was invented in 1865
by James Mason.

In the Philippines, breakfast is incomplete if we do not have a coffee on are table. Even
its evening they usually drink. In the past century drinking coffee is for relaxation and to
wake up ones nerves.

Chapter I
1.1. Scope and Limitation
The proponents conducted this study to provide the population of Calamba,
Laguna a fresh and new taste of coffee experience. The proposed caf can provide jobs
and new opportunities to those of the unemployed and people who are seeking new
tastes in regards to coffee. Also, it covers the financial, management, marketing, socioeconomic and technical aspects as to how our proposed coffee shop shall rise and
stand out among other competitors of the same line of business in the municipality of
Calamba, Laguna.
1.2. Statement of the Problem
This study will find and solve about management, technical, marketing, financial and
Socio-economic in establishing Green Caf. This paper is to conduct feasibility study for
Green Caf selling different beverages and other menu. This study also explains about
how our business will make an impact in Laguna.
However, this study only discusses the location and beverages of the establishment.

Marketing Aspect

How will Green Caf be promoted?

What kind of marketing strategy will be used?
Can this strategy increase the sales revenue?

Technical Aspect

What kind of materials will be used to build the caf?

Is the location of the caf more convenient for the consumers?
What kind of design can and will be used to attract customers?

Management Aspect

What are the qualifications and skills for the applicant needed to the

establishment?

How does the function of management affect the growth of green caf?

How effective the existing management policy in Green caf?

Financial Aspect

How much would how cost to build a restaurant?

How much is the budget for materials and equipment?
How much would cost for the supplies?

Socio-Economic Aspect

What is or should be the reaction of the costumers to the caf?

Do they serve sustainable using eco-friendly wares?
How do they preserve the environment of the work place?

1.2. SIGNIFICANCE OF THE STUDY

Local tourism in Calamba, Laguna

5

Calamba is the regional center of Calabarzon region, it is also known as

the Resort capital of the Philippines because of its numerous hot spring resorts,
which are mostly located in Barangay Pansol, Bucal and Baogong Kalsada.
Green Caf is different from other caf because of the facilities and diff. names of
the menu. The establishment has a big benefit for the tourism of the place,
because it serves as a stopover when some tourists want some relaxation before

or after going to some beautiful places around Laguna.

Tourists/Customers
This generation is very far from our parents generation, simply because
teenagers nowadays they really love to travel, seek new places and try different
types of cuisine and products. So through the customers and tourists, the
economy of the province will increase because of the trends. With the business
the tourist will be engaged new lifestyle by exploring new products. They love to

try new things to themselves.

Shop Owners/Franchisers
For coffee shop owners this study could let them acquire new information
of current data in effectively managing this business.
Future Entrepreneurs & Future Researchers
For future entrepreneurs it may encourage them to establish similar or

related enterprise. For future researcher and students this could be use as their
reference in similar studies. This paper will provide ideas and incite on the different
facets of coffee shop operations which would eventually enlighten to produce legal
protection on their rites.
1.3. Objective of the Study

The main objective of the researchers is to establish a unique and fresh coffee shop
that can provide coffee enthusiasts a different kind of experience. The proponents also
aims to provide people a new way of interacting and socializing with others especially to
those who have a knack for going to places and interacting with other people or with
their friend and/or family.
Management Aspect
To determine the allocation of possible employees for each position in the

business.
To know the specific number of required employees needed for the

establishment to run properly.

To determine as to how the employees can develop a good customer-toemployee relationship that will enhance the businesss possibility of
flourishing.

Technical Aspect
To determine the different services that the establishment can offer to their

customers.
To determine what types of equipments are needed in order to maintain a

high-level of experience for the customers.

To determine how the establishment can provide a new level of
experience to the customers without negative feedback to their traditions

and customs.
Marketing Aspect
To determine what marketing strategy shall the proponents are going to

use in order to effectively advertise their coffee shop.

To determine the type of strategy the researchers are going to use in order
to rise above other competitors.

To determine what services shall the establishment provide in order to

boost and attract more customers into their business.

Financial Aspect
To determine how much cost will be rendered for the establishment.
To determine the cost of equipment and services the establishment will
offer without losing too much more than they are earning.
To determine the salary of each and every employee in their business.
Socio-Economic Aspect
To determine how will Green Caf will benefit the economy of Calamba,

Laguna.
To determine in what way/s shall Green Caf benefit the economy of

Calamba, Laguna.
To determine how will Green Caf affect the population of Calamba,

Laguna.
1.4. Conceptual Framework of the Study
The conceptual framework model that guided the researchers in regards
to conducting the study is present below in figure 1.1

Demographics
(Age of 16 years
old and above)
Respondents
(Tourists and
Local Residents)
Setting of the
Study
(Calamba,
Laguna)

Surver
Questionaire

Establishment
of Green Cafe in
Calama, Laguna

1.5. Definition of Terminologies

Ethiopian A native or inhabitant of Ethiopia, or a persona of Ethiopian
descent.
8

Socialize To interact or communicate with other people.

Coffee Houses A caf or other place where coffee is served, sometimes

also offering informal entertainment.

Merchants A person or company involved in wholesale trade, especially
one dealing with foreign countries or supplying merchandise to a particular

trade
Wares A container of sorts that of which holds goods or other stuff.
Lifestyle Ones own way of living or behavioural pattern towards society.
Knack

Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
The components found that these literatures and studies are related to the trend
being developed. This section includes literatures that are essential to the system. It
includes also the importance of this system through research materials found in
different books, internet, journal and magazines. This is to show the readers what
information and ideas have been acquired during the study and from where it was
established.
2.1 Local Literature
Marketing Aspect
Marketing has been defined in various ways by different authors in the literature,
suggesting that marketing is a complex process, and that difference in focus and
orientation exist toward marketing.
10

According to ZSOLT BICSKRY, the markets target audience has a major impact
on the choice of a promotion method when a market includes a limited number of
buyers. As for function marketing, it is viewed as a bundle of marketing management
techniques, skills tasks and activities (also referred to as marketing technology) useful
in developing appropriate strategies for the marketing mix (product, price, place and
promotion, commonly known as the 4Ps) and in gaining and maintaining a competitive
in the market.

SWOT ANALYSIS AND STRATEGIC MARKETING. Scanning analyzing,

assessing and monitoring the environment (SAAM) are important practices in strategies
marketing. Strategic marketing consists of developing and maintaining a viable fit
between the organizations.

Smart Marketing in many ways, sales departments and marketing teams are working
toward the same, common goal that is, they both want to know how to increase
sales revenue. A smart and strategic online marketing campaign can prove highly
effective in the pursuit of this goal and cost-effective, to boot. For businesses wondering
how to increase sales revenue, then, consider the following seven points key strategies
for smart and savvy marketing in the digital era.

11

Technical Aspect
A series of a system engineering activities in which the technical progress on a
project is assessed relative to its technical or contractual requirements.
Yes, because many customers use coffee houses as their 3rd space (aside
from work and home), in which to hang out, relax, socialize, pursue a hobby, or do
freelance work aside from their regular job.
The coffee bar's open and clean interior design with modern wooden decor will
convey the quality of the served beverages and snacks, and will be in-line with the
establishment's positioning as an eclectic place where people can relax and enjoy their
cup of coffee. The clear window displays, through which passerby will be able to see
customers enjoying their beverages, and outside electric signs will be aimed to grab the
attention of the customer traffic.
Management Aspect
According to Rafael A. Rodriguez, there are many definition of the term
management to design and maintain an internal environmental in which people
working together in group can perform effectively and efficiently toward the attainment of
group goals of the book fundamental of management by Rafael A. Rodriguez

The applicant can either be sourced internally or externally. Internal recruiting

means considering present employees candidates for job opening. Filling up the vacant
positions in this manner imply.

12

Planning is often considered the most basic managerial function because it is

through planning that the objective of an enterprise and its subunits, and the mean for
achieving them, are determined. In this sense, planning logically precedes all the other
managerial function of organizing, staffing, directing, and control.
Financial Aspect
Financial contain a wealth of information that is useful for analysis. With informed
understanding of the various items presented in these reports, the reader can already
make preliminary assessment regarding a number of aspects of a firms financial
performance and capability.

The cost of a particular source of capital is the minimum or required rate of return that
the supplier of capital is thereby exposed to.
The budget is more precise in determining the cash need or cash balance for
specific periods in the short term, as compared to the determination of the financing gap
derived using the financial method.
Socio-Economic Aspect
According to CASIANA SALUD-PAYUMO, basic problems in economic is to
determine the most efficient and effective way to allocate resources. This means that a
decision must be made on how the resources will be used to produce the goods and
services which people in the society need and want. Identifying and setting a priority
among the country economics goals gives a nation a sense of direction. However,
13

because of scarcity, any society faces the basic economic problems of what, how and
for whom to produce.
Economic growth does not take into account the size of the informal economy.
The informal economy is also known as the black economy which is an unrecorded
economic activity. Development alleviates people from low standards of living into
proper employment with suitable shelter. Economic growth does not take into account
the depletion of natural resources which might lead to pollution, congestion and
disease. Development however is concerned with sustainability which means meeting
the needs of the present without compromising future needs. These environmental
effects are becoming more of a problem for governments now that the pressure has
increased on them due to global warming
A social science is the study of human behaviour. This includes anthropology,
psychology, sociology, history, law, est. But what particular aspect of human behaviour
do we study in economics? It is about how society and individuals generally make
CHOICES. Economics deals with choices and opportunity cost. Every day, we have to
make several and a variety of decisions. Thus, we always make choice. A choice entails
sacrifices. The more budget allotted for an out-of-town vacation of a family, the lesser
budget they can give for charity. In other words, a choice involves sacrifice of its
alternative uses which is also known as opportunity cost.
2.2. Foreign Study
Marketing Aspect

14

According to Louis e. Boone, the word marketing encompasses such a broad

scope of activities and ideas that settling on one definition is often difficult. Ask three
people to define marketing, and three different definitions are likely to follow.
Promotion communication link between buyers and seller, the function of
informing persuading and influencing of informing persuading and influencing a
consumers purchase decision
As product techniques in the United States and Europe became more
sophisticated output grew from the 1920s into the early 1950s. Companies with a sales
orientation assume the customers will resist purchasing nonessential goods and
services and that the task of personal selling and advertising is to persuade them to buy
Marketers spend a lot of time and effort developing strategies that will best match
their firms product offerings to the needs of particular target marketer. Marketer at every
successful firm must develop an effective strategy for dealing with the competitive
environment one company may complete in a broad range of marketer in many areas of
the world.

Management Aspect
Green cafe will be promoting by giving flyers and inviting friends family and
colleagues to the shop and also by using market segmentation. Our market research
shows that these are the customer groups that are most likely to buy gourmet coffee

15

products. Since gourmet coffee consumption is universal across different income

categories and mostly depends on the level of higher education.
Green cafe strategy will be based on communicating Green cafe value to the
targeted segments. This will be done through a variety of methods. The first method
will be strategically placed advertisements.

One place that will be used for

advertisements is the Daily Inquirer, the liberal arts magazine that details all of the
entertainment in Philippines. This will be the main source of advertisements because
the demographics of their readership are fairly similar to Green cafe demographics.
Yes, this strategy will increase the revenue of Green cafe because Daily inquirer
are the leading newspaper in country so many people will read the advertisement most
especially the coffee lover.
Technical Aspect
According to Thomas Heather Wick, the primary materials of the caf is a
monologue steel shell in which all parts act together, similar to the hull of a ship.
Coffee consumption has shown steady growth, with gourmet coffee having the
strongest growth. Coffee drinkers in the Laguna would enjoy the caf because of the
popularities resorts most likely when its summer and with its liberal and outgoing
populace and long sunny weather, has traditionally been a great place for coffee
establishments. Will strive to build a loyal customer base by offering a great tasting
coffee in a relaxing environment of its coffee bar located near resorts in Laguna

16

Create a simple one sheet or mini folder telling people about our caf and will put
a freedom wall so they can write what they feel negative or positives and usually will put
a free wifi because some of the customers go for a caf for business or studies. We will
put summers design so they can feel relax and comfortable
Management Aspect
INDIVIDUALS EXPECTATIONS OF THE ORGANISATION provide safe and
hygienic working conditions; make every reasonable effort to provide job security;
attempt to provide challenging and satisfying jobs, and reduce alienating aspects of
work; adopt equitable human resource management policies and procedures; respect
the role of trade union officials and staff representives; consult fully with staff and allow
genuine participation in decisions whichaffect them; implement best practice in equal
opportunity policies and procedures; reward all staff fairly according to their contribution
and performance; provide reasonable opportunities for personal development and
career progression; treat members of staff with respect; demonstrate an understanding
and considerate attitude towards personal problems of staff.
The five functions of management that the green cafe use are planning,
organizing, staffing, directing and controlling. Learning how to balance each of these is
the key to effective management within a company. If you are focused too much on one
function as opposed to another, the imbalance can impact both the employees and
management.
The management policy of Green cafe are very effective by practicing and
exercising the following management policies using a Link policies and procedures to
17

company objectives, Implement policies to ensure good things happen - not just to
prevent bad things, Get a significant amount of feedback, Ensure staff read the
policies!, Keep company policies up to date,

Financial Aspect
According to Lisa Magloff, Demand Media, the facilities costs vary widely,
depending on whether you are buying or leasing and, if buying, on whether you are
buying an existing restaurant or building from the ground up. For an existing restaurant,
you will need to spend money on renovation, but how much will depend on the condition
of the premises. If you are renting or leasing your premises, you will also need to ensure
that your lease is for a long enough period to ensure that you have time to build up your
business and become profitable. If leasing, some building owners will pay for part of the
renovation costs in exchange for a longer-term lease.
The facilities costs vary widely, depending on whether you are buying or leasing
and, if buying, on whether you are buying an existing restaurant or building from the
ground up. For an existing restaurant, you will need to spend money on renovation, but
how much
It will depend on the condition of the premises. If you are renting or leasing your
premises, you will also need to ensure that your lease is for a long enough period to
ensure that you have time to build up your business and become profitable. If leasing,
some building owners will pay for part of the renovation costs in exchange for a longerterm lease

18

If you are taking over an existing restaurant, your equipment costs will be
primarily on upgrading and adding anything you need. However, if you are starting from
scratch, your most expensive items will be ventilation equipment, cooking equipment
and refrigeration. In the kitchen you will also need counters with under counter
refrigeration and heating units, shelving and all of your cooking and storage tools and
equipment
Socio-Economic Aspect
What is or should be the reaction of the costumers to our caf? The reaction of
customers will be surprise because of the newest twist in our caf, they will surely enjoy
the ambiance and taste of the food.
Sustainable coffee is typically organic, shade-grown, and Fair Trade certified (in
industry lingo, its known as Triple Certified). It helps provide an economic incentive
for rainforest preservation, as well as valuable jobs for third-world workers, so serving
triple certified coffee has benefits well beyond the borders of your local, independent
coffee house. It also tastes much better than commodity coffee. Margins can be
substantial, even on the higher priced sustainable coffees.
Use Green Materials. Some paper use can't be avoided, so use recycled paper
and envelopes that have been processed and colored using eco-friendly methods. Pens
and pencils can also be made of recycled materials, and refillable pens and markers are
preferable to disposable ones. Use biodegradable soaps and recycled paper or cloth
towels in the bathroom and kitchen, and provide biodegradable cleaners for the
custodial staff. Buy in bulk so that shipping and packaging waste are reduced, and
19

reuse the shipping boxes. Recycling printer cartridges is often free, and recycled
replacements are cheaper than new ones. Redesign the Workspace. Greening the
space in which you work has almost limitless possibilities. Start with good furniture,
good lighting, and good air. Furniture can be manufactured from recycled materials as
well as recyclable.

Chapter III
INTERPRETATION OF DATA
Introduction
This chapter shows the results of the survey done to the residents of Calamba,
Laguna. In order for the researchers to know whether it is feasible for the establishment
to do business in the said area.

20

MARKETING ASPECT
Table 1

Basic Information (Age)

12%

4%

17-19 years of age

20-22 years of age
23-25 years of age
26-28 years of age

20%
64%

This chart shows the percentage of the respondents age. According to the chart,
respondents that of ages 17-19 years old have a percentage of sixty-four (64%), while

21

the respondents who are 20-22 years of age have a percentage of twenty (20%), 23-25
years of age have a percentage of twelve (12%) and lastly, those respondents who are
26-28 years of age have a percentage of four (4%) adding up to one hundred percent
(100%) in total.

Table 2

Are you interested about coffee?

12%

4%

Strongly agree
Agree
Disagree

24%

Strongly disagree
60%

This chart shows that sixty percent (60%) of the respondents strongly agree that
coffee is interesting, twenty-four percent (24%) of them answered agree while the other

22

twelve percent (12%) answered disagree and the remaining four percent (4%)
answered strongly disagree.

Table 3

Do you agree to use diversion to attract people?

10%

6%

Strongly agree
34%

Agree
Disagree
Strongly disagree

50%

23

This chart shows that fifty percent (50%) of the respondents agree that we should
use diversion to attract people, thirty-four percent (34%) of them answered agree while
ten percent (10%) of them answered disagree and six (6%) answered strongly disagree.

Table 4

24

Do you believe that a lot of people afford to buy coffee?

10%

4%

Strongly Agree
Agree
Disagree

26%

Strongly disagree
60%

This chart shows that 60% of the respondents strongly agree that many people can
afford to buy coffee, 26% of them agree, and other 10% answered disagree and 4%
strongly disagree.

25

TECHNICAL ASPECT
Table 1

Do you agree to use idiomatic material?

4%
26%

20%

Strongly agree
Agree
Disagree
Strongly disagree

50%

This chart shows that the fifty percent (50%) of respondents agree that we should
use idiomatic material, twenty-six percent (26%) answered strongly agree, twenty
percent (20%) disagree and lastly, the remaining four percent (4%) strongly disagrees.

26

Table 2

Do you agree that the ambiance is more convenient?

4%

Strongly agree

20%

Agree
46%

Disagree
Strongly disagree

30%

This chart shows that forty-six percent (46%) of the respondents strongly agree
that ambiance is more convenient, thirty percent (30%) agreed, twenty percent (20%)
disagreed and the remaining four percent (4%) strongly disagreed.

27

Table 3

Do you believe that your establishment can attract people thru design of company?

6%

Strongly agree
Agree

28%

Disagree
Strongly disagree
66%

This chart shows sixty-six percent (66%) of respondents strongly agree that our
establishment can attract people thru the design of our company, twenty eight percent
(28%) agrees, six percent (6%) disagrees and none (0%) strongly disagreed.

28

MANAGEMENT
Table 1

Do you agree that this business should have an organizational chart?

6%

Strongly agree
Agree
40%

Disagree
Strongly disagree

54%

This chart shows fifty-four percent (54%) of respondents agree that this business
should have an organizational chart, forty percent (40%) answered strongly agree, six
percent (6%) disagrees, and zero percent (0%) for strongly disagree.

29

Table 2

Do you agree in every employee should have a benefits?

4%

Strongly agree
Agree
Disagree

40%
56%

Strongly disagree

This chart shows fifty-six percent (56%) of respondents strongly agree that every
employee should have their benefits, forty percent (40%) answered agree, four percent
(4%) of them disagreed while zero percent (0%) for strongly disagree.

30

Table 3

Do you think weekly or monthly inventory should be needed?

2%

Strongly agree
Agree
Disagree

38%

Strongly disagree
60%

This chart shows that sixty percent (60%) of the respondents strongly agree that
we should have our inventory every week or every month, thirty-eight percent (38%) of
them agree, two percent (2%) disagree and zero percent (0%) for strongly disagree.

31

FINANCIAL
Table 1

Do you believe that this business should start through loan?

24%

Strongly agree

20%

Agree
Disagree
Strongly disagree
26%

30%

32

This chart shows that thirty percent (30%) of respondents disagree that this
business should start thru loan, twenty six percent (26%) of them agreed, twenty-four
percent (24%) strongly agree while the remaining twenty percent (20%) strongly agrees.

Table 2

Do you agree that the business should have insurance?

5%

Strongly agree
Agree
46%

49%

33

Disagree
Strongly disagree

This chart shows forty-six thirty percent (46%) of respondents strongly agree that
this business should have insurance, forty-nine percent (49%) of them agreed, five
percent (5%) disagreed while the remaining zero percent (0%) strongly disagreed.

Table 3

34

Do you agree that employes should have incentives or rewards from their company?

4%

Strongly agree
Agree

30%

Disagree
Strongly disagree
66%

This chart shows sixty-six thirty percent (66%) of respondents strongly agree that
this business should have incentives or rewards for their employees, thirty percent
(30%) of them agreed, four percent (4%) disagreed while the remaining zero percent
(0%) strongly disagreed.

SOCIO-ECONOMIC
35

Table 1

Convenient location

14%

2%

Strongly agree
Agree
Disagree

24%

Strongly disagree
60%

This table shows that sixty percent (60%) of the respondents strongly agree that
our location is convenient, twenty-four percent (24%) answered agree, fourteen percent
(14%) for disagree and the remaining two percent (2%) strongly disagrees.

36

Table 2

Does drinking coffee gives you an energy?

4%

Strongly agree
Agree
Disagree

34%

Strongly disagree
62%

This chart shows that sixty-two percent (62)% of respondents answered strong
agree that drinking coffee gives them energy, thirty-four percent (34%) of them agree,
four percent (4%) for disagree and zero percent (0%) for strongly disagree.

37

Table 3

Does drinking coffee help you to stay awake?

2%

Strongly agree
Agree
Disagree

38%

Strongly disagree
60%

This chart shows that sixty percent (60%) of respondents strongly agree that
drinking coffee help them to stay awake, thirty-eight percent (38%) answered agree, two
percent (2%) for disagree and zero percent (0%) for strongly disagree.

38

Summary
1.
2.

Majority of the respondents are of age 17-19 years old.

More than half of the respondents answered that coffee is interesting for

them.
3.
Most of the respondens agreed on having diversion to attact people.
4.
More than half of the respondents agreed that people can afford coffee.
5.
Half of the respondents answered that the company should use idiomatic
material.
6.
Less than five percent (5) strongly disagreed that the ambiance is more
convenient.
7.
No one strongly disagreed that design can attract people.
8.
None of the respondents strongly disagreed that the business should have
an organizational chart.
9.
More than half of the respondents strongly agreed that every employees
should have their benefits.
10.
More than half of the respondents strongly agreed that weekly/monthly
inventory is needed.
11.
Thirty percent (30%) of the respondents disagreed that the business
should start with loan.
12.
None of the respondents strongly disagreed that the business should
have insurance.
13.
None of the respondents strongly disagreed that incentives or rewards
should be part of the company.
14.
Only two percent (2%) of the respondents strongly disagreed that the
location is convenient.
15.
None of the respondents strongly disagreed that coffee gives energy.
16.
None of the respondents strongly disagreed that coffee helps them stay
awake.
39

Conclusion
1.
2.
3.
4.
5.
6.

Most of the respondents are of age 17-19 years old.

Coffee has a positive image in most of the respondents.
Most of people agreed on having a diversion to attract people.
Almost all of the population have the funds to buy coffee.
Idiomatic material is greatly popular to the market.
The respondents liked the establishment more than others that they have

tried.
7.
Design does attract people.
8.
People like it that things are neat and in order.
9.
Employees tend to have good service quality when they are satisfied by
the establishments benefits.
10.
An adequate amount of stocks should be always ready.
11.
Loan is a bad idea.
12.
Business insurance must be present in case of unprecedented outcomes.
13.
Incentives is a must to preserve the companys good health.
14.
The location of the business is ideal and strategic.
15.
Coffee is a good source of energy.
16.
Coffee is a good alternative to turn in to when planning to stay up for the
night.
Recommendation
1.
2.
3.
4.

Keep the target market within the age bracket.

Use the positive image of coffee for spreading further the target market.
We should use diversion for marketing strategy.
Keep the prices at minimum so those who cant afford to buy expensive

coffees can be potential customers.

5.
Use idiomatic materials to attract more customers.
6.
Maintain the facilities and improve the quality of service to preserve and
attract more customers.
7.
Use design to apply efficient and effective marketing strategy.
8.
Maintain the business structure and strive to preserve the quality service.
9.
Apply good benefits for the employees to promote better services to the
customer.

40

10.

Prepare ahead of time a back-up inventory in case of running out of

present stocks.
11.
If possible, the establishment should be built with the owners own
income/savings.
12.
Prepare or provide an insurance in case of emergencies.
13.
Apply good rewards or incentives for workers in order to promote
competition and better services.
14.
Make use of the businesss good location for the betterment of the
company and its customers.
15.
Promote the good effect of coffee for better result in the target market.
16.
Promote the product to people who are working overtime or in a shift to
better effects to the target market.

41

(BY CASIANA SALUD-PAYUMO, JOSE R. RONAN, NORIE L. MANIEGO, AILEEN L.

CAMBA / UNDERSTANDING ECONOMIC
FUNDAMENTALS OF MANAGEMENT
( What does it cost to start a Restaurant?
principles of marketing
. ( What does it cost to start a Restaurant? | Lisa Magloff, Demand Media)

42