Академический Документы
Профессиональный Документы
Культура Документы
TABLE OF CONTENTS
ACKNOWLEDGEMENT 3
I. COMPANY BACKGROUND 4
A. MISSION STATEMENT 4
B. VISION STATEMENT 5
V. STRATEGIES 15
VIII. SCORECARD 20
IX. RECOMMENDATION 22
X. FINANCIAL ASSESSMENT 23
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ACKNOWLEDGEMENT
We would like to express our sincere gratitude and extend our appreciation for those
To Dr. Rosalina Loquias, our professor in the strategic management, for strictly supervising
us in making and finishing this project. Additionally, we also express our gratitude of her
unwavering guidance and advice to help our work become a better work.
To our beloved parents, who always stay in our side, who always gives us enough
encouragement and unconditional love and support and motivation in order for us to accomplish
To supportive friends in the university, who have shared their knowledge, time, assistance
and experience regarding the topic that we are accomplishing. Hence, give us strength and
To our Almighty God, for continuously guiding us every day. Also, we are grateful giving
I. COMPANY BAKGROUND
a partnership composed of five partners who contributed their money, property, and industry
in putting up this company. The café serves coffee, cakes, pastries, and other types of desserts
with different variants for each menu. The business provides diverse and unique flavors to their
target markets, continuously updating their menu for new creations. Its main store will be
This café targets all sorts of market segments, starting from adults, teenagers, and kids.
Everyone could actually be a target market of the business because its products are actually made
for everyone’s taste and preference. In this way, the company would not limit their potential
sales from certain groups of people only. The business values their customers, in fact, they
are their top priority. They make sure to establish good relationships with them and gaining
their loyalty by providing privileges to regular customers such as discounts, freebies, special
offers, and the like. In this way, the business would be able to have stable market share that
A. Mission Statement
The Happy Bean aims to provide products made from high quality of raw materials
as well as satisfying services that will keep the customers coming back for more. It
intends to build strong relationships with its customers, giving them value and importance
to gain their utmost loyalty. Moreover, the internal customers will also be taken care of
by providing benefits they deserve to receive. Also, its philanthropic goals to reach out to
those in need amidst its success are something they want to achieve throughout the company’s
existence.
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B. Vision Statement
The Happy Bean envisions being the most successful coffee shop within the café
industry while helping the marginalized people in the society. It does not only aim to be
on top of the pyramid of the café businesses, but it also wants to share its success to those
people in need. They believe that their philanthropic intentions are something that will set
them aside from all the other cafés within the city. Also, they aim in the near future to be
able to gain the highest market share in this kind of industry, from building strong bonds
Customer Service – the company’s focus is their customers, both internal and
external. Everything they do revolves around ensuring that all customers have
Teamwork – they will encourage and support each other to achieve their best at all
Accountability – they accept full responsibility for their actions and are
Positive Relationship – they will actively promote a positive and satisfying work
actively elicit, listen and act upon information for continuous improvement,
actively promoting innovative practice in all that they will do and are involved with.
A thorough analysis of the company's strengths, weaknesses, opportunities and threats is a vital tool for
strategizing a business, especially for a new entrant. Also, it provides guidelines on how to achieve the
A. STRENGTHS
For the internal aspect of the business that brings competitive advantage, it identifies 6 areas of its
strengths. First, the customers are rest assured of the satisfactory taste of its products being offered. They
have some variations of flavours to choose at reasonable price, which is the second strength. As much as
possible, the business will make sure that that I that I will offer affordable price without taking at the
expense of the products' best quality. Having skilled employees with pleasing personalities is the fourth
strength. This class of human resource enables the business to be effective and efficient in conducting its
regular business operations. It will also help to establish a strong customer relationship, which creates
loyalty to the business. Fifth, its location is accessible to the customers who wanted to go on a cafe. Parking
spaces are also provided for them. Sixth, the cafe will provide the comfort that most of the customers would
ever want to have. The internal design of the company would be unique from other; having the soothing
ambiance. Moreover, it has its fast Wi-Fi (wireless fidelity), exclusively available for its customers who
wants to surf on net or stay connected and updated with their social media. For the last, the company will
have its machineries and equipment for the efficiency in the production and for the convenience of serving
the customers.
B. WEAKNESSES
The business has also identifies its weaknesses that are needed to be take into consideration. Being a new
entrant in the business, it is probable that the start-up costs would be higher as compare to the normal cafes.
This will lead to higher selling prices of the products, therefore bringing a negative effect to the entity's
competitive advantage. In connection with being at the stage of introduction in the field, the business would
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find it difficult to advertise its name to the public. It would take some time to get the attention and loyalty
of the customers. Lastly, the entity does not yet have a firm administration in running the business. It's
knowledge in managing a cafe is not yet sufficient. It still have a lot of risks to take and the manager must
be firm enough to carry on the business, with the consideration if it is still be beneficial for the business and
the partners.
C. OPPORTUNITIES
In analysing the external factors of the business' environment, one must recognize its opportunities out of
them. In order for the entity to be successful, it must take every opportunity that it has to gain more make
share and also, and earn more profit. Having the available machineries and equipment which lessen the
costs for worker salary, the business has the opportunity to have innovations with its products. This will
create additional variations to the products being offered that can be served on time. It may also offer a
cheaper, but tasty version of coffee that the competitors. Because of these, the business will be able to
attract more customers that may be from the competitors' cafe. And so, one of its opportunity is that cafes
are usually preferred as venue for informal meetings. Being in a city, a lot of busy persons do their meetings
Having evaluated that the business is improving and gaining more profit, if possible, the entity might
consider on expanding its business. Through expansion, its name will be at some point disseminated to the
public.
D. THREATS
Wherever we go at Naga, we can see cafes everywhere. The competitors are one of the major threats for
the business. It is not only those which are established and well known cafes that are threats, but also the
potential new entrants. There are cafes which already in the service for a long time, offering different
product segments, knowledgeable about the trends making them popular to the public. A lot of individual
or groups want to enter on cafe business. These factors bring up to the threats on the entity. Moreover,
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changing market needs is one of the socio-cultural trends in the external environment of a business. We
cannot say that our loyal customers will be the same as the time goes by. Considering that people are
insatiable, we cannot expect that they will settle for one. Time will come that they will be looking for
another cafe that would satisfy their new needs and wants.
Given this analysis, the company must improve and developed its SWOT factors in order for its business
SWOT ANALYSIS
STRENGTHS WEAKNESSES
1. Satisfactory taste of products 1. High start-up cost
2.Variety of products at reasonable price 2. Low publicity
3. Skilled employees with pleasing
3. No strong administration yet
personalities
4. Accessibility of location
5. Comfortable ambiance of the shop
6. Convenience of service with the
machineries and equipment of the entity
OPPORTUNITIES THREATS
1. Innovation of products being offered 1. Competitors
2. Cheaper version of well-known 2. Potential threats of new entrants in the
competitors' coffee same line of business
3. Expansion of the business
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TOWS MATRIX
OPPORTUNITIES THREATS
1. Innovation of products being 1. Competitors
offered 2. Potential threats of new
2. Cheaper version of well- entrants in the same line of
known competitors' coffee business
3. Expansion of the business
As illustrated below, it summarizes the competitive advantages possessed by the company against
products at reasonable products, has segments and are usually Reasonable price, enough
Accessibility Accessible The café is easily located The business is along the
known establishments
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Comfortable ambiance Cozy environment; Has unique interior Fiber internet plan
Reputation held to the Some customers Offers unique products High quality and unique
High but reasonable Satisfactory products Normally expensive with Suppliers price for the
quality of products
High demand on cafés Satisfactory taste at Expensive but not Must maintain its public
Ability to attract Products are They have an effective Strategized how the
coupon
Ability to hire skilled Approachable and They apply job rotation in apply both freshly graduate
employees with obedient employees order for its employees to and experienced applicants.
pleasing personalities not get bored with their They have the potential to
Expansion of business Branches are offering Standardized products Utilized capital to procure
culture
accessible
Changing market taste Products which are Offers different varieties Invest in offering the
different from others of the product but lacking feasible variations that are
handle
Corporate social Nutritious and free Use artificial flavorings Engage on innovation with
flavoured products
Barriers entry Reasonable pricing Equipped with efficient Seek for potential sponsors
production
Changing/increasing Desire for consistent Increase the selling The company set
price of raw materials price and taste of price of the same alternatives and might select
decreased
As the table shows, the Happy Bean will have an edge against its competitors because they have
many competitive advantages. First, the business will hire employees that are skilled and also with pleasing
personalities so that they will look approachable to the customers. Second competitive advantage is that the
business will provide products with satisfactory taste with many variations and with lower price than their
competitors and the location of the business will be very accessible to everyone since it will put up in
different malls and along the highways. Since nowadays people look for cafe/restaurants with comfortable
and unique ambiance, the business will create cozy and artistic interior design in order to satisfy their
customers and it will also provide fiber internet plan to create more impact to customers. Lastly, the business
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will use nutritious and free from preservatives products and ingredients in order to help their customers to
In line with the company’s visions, The Happy Bean aims to achieve the following long-term goals
To expand the business all over the country by establishing branches all around the archipelago
To have a market share that equals or exceeds the leading businesses in the same industry
To upgrade marketing strategies by promoting the business through television and radio
To employ models or television personalities to endorse the business for better marketing purposes
To be able to help mitigate unemployment rate in the country by providing jobs to people
To help not only charity institutions all around the country but also the marginalized people in the
To sustain its status as a café in terms of quality of the products and services offered
To create a trademark in the café industry and make its own name in the business
To incorporate taper integration in terms of its raw materials used in making products
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V. STRATEGIES
The company is strategically equipped starting from its location, employees, pricing
strategies, up to its assets and equipment used for operations. With highly advanced machines used
in producing high quality products, it would be easier to compete with similar establishments given
these facts. The company could attract customers simply with its approach of focusing on the
quality of both products and services as well as its hi-tech marketing strategies of venturing into
Competitive pricing strategies were also utilized in favour of the customers. The company
sees to it that the price to be paid in exchange of the products and services will be worth it on the
part of the customers. In this way, customer relationships will be strengthened by keeping them
satisfied each time they visit the store. Moreover, regular customers will be given privilege over
Highly competent employees are also hired in the company to uphold the goal of providing
nothing but high quality products and services. Constant trainings, seminars, and workshops are
held every year to continuously update the employees with necessary skills and knowledge that is
deemed beneficial to the company. The company aims to have a distinctive competency over other
cafés in terms of new techniques in preparing and serving coffees as well as providing unique
Also, the company tries to reach out to a large variety of customers by putting up kiosks in
certain establishments to respond to competitions posed by other cafés. In this way, marketing
share could be increased by exposing the café to a larger market segment that could translate to
higher profits.
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In line with the visions of the company, The Happy Bean aims to materialize the goals
To market the business and make it known to the public through technological means
To build strong relationships with customers and creating a large market share
To provide employment for those in need of job and enhancing their capabilities
To enhance employees’ potentials integrally as they grow together with the business
To achieve the goals of the company, specific actions and timeline were formulated
Persons
Activities Objectives Costs Time
Responsible
the business.
people in need.
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time.
8. Expansions To expand the scope of the All P 100, 000 – At least semi-
in such places.
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GANTT CHART
Activities Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
1. Supplier
meetings
2. Research
works
3. Website
development and
monitoring
4. Promotional
activities
(Discount days,
freebies, etc.)
5. Charity
programs
6. Job
offerings/hirings
7. Trainings,
Seminars, and
Workshops
8. Expansions
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VIII. SCORECARD
To report the data of key performance indicators and track the company’s performance
against monthly targets, balanced scorecards are prepared. In this way, the company would be
aware as to whether they are achieving their objectives or deviating from such. It will serve as a
guide to keep the company on the right track as the business continues to operate. To further
analyse, four individual areas will be taken into account such as learning and growth, internal
business processes, customers and finance. The table below will present the summary of the
company’s scorecard.
2. Customers both in the physical and online stores are highly accommodated.
3. Kiosks established around the city are well managed and supervised.
4. The customers per kiosk are well served and of the same service quality as the
main store.
9. Customer complaints are well-handled and the employees still address such
10. The person who disburses and in custody of the allocated funds for charity
13. Freebies, discounts and other special offers are given per occasion.
15. Credit policy is well managed wherein timely collections are done for every
customer account.
making.
19. There is a maintaining balance of cash and short term investment in case of
contingencies.
20. Working capital is handled efficiently that there is enough cash for daily
operating expenses.
22. Employees observe proper hygiene and are well-sanitized at all times during
working hours.
25. Employees are highly knowledgeable in their field of work and avoids
IX. RECOMMENDATIONS
Upon the evaluation and analyzation of the internal and external factors of the company,
1. Proper management and monitoring of the company website for prompt responses to
customer inquiries.
2. Constant upgrade of machineries and equipment to cope with the fast changing technology.
3. Continuous maintenance and upkeep of machineries and equipment to keep it in its tip top
situations.
5. Expansion in form of kiosks for the short-run, then actual branches of physical stores in
7. Provision of scheduled trainings, seminars, and workshops for employees to keep them on
track of what’s trending in the café industry and upgrade their skills for high quality of
service.
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X. FINANCIAL ASSESSMENT