Mauna Loa Café Memo
To: Mauna Loa Caf6 Management
From: Melissa Farias
Date: October2L,2015
Subject: Business Development
Ifs the golden era for coffee lovers. Despite caf6s always being in trend, consumers have grown to be particular when it comes to the quality, taste and presentation of their coffee. Mega corporations, such as Starbucks, have taken the lead in the coffee industry, invading caf6s and leaving little room for them to flourish, if not, survive. Mauna Loa Caf6 is an empire that has yet to blossom to its full potential, but just like other coffee shops who were conquered by the big companies, it too can dissipate. To prevent such occurrence, especially since our corporation is struggling we need to shift in a different direction. With so many diverse tools at its disposal, this company has yet to use them properly due to shortages of various products, poor marketing and the deprived atmosphere that we have presented. The following information that I will offer is my business perspective on how I thinkwe can salvage Mauna Loa Caf6.
@rideourselvesinusingoneofthemostexpensivecoffeebeansintheworldto our consumers, yet, we lack variety. We have pastries to compliment our products but we don't have an exquisite menu for an exquisite cup of Kona coffee beans. We have to change the menu and add savory dishes that doesn't only consist of sweet desserts. Since we value our motto of providing the finest grade of coffee beans and give a taste of luxury to our consumers, we need to keep our stance on that belief and provide hedonistic plates to the caf6s. Gourmet sandwiches, bistro salads, and appetizers rich in flavor with a Hawaiian flair are menu concepts to look into. Also, not every consumer is set on loving Kona coffee beans. Diversity in coffee beans is a necessity for every coffee shop. Aside from providing Kona beans, we should indulge other types from around the world, especially Kopi Luwak beans. Kopi Luwak, also known as civet coffee, is a type of coffee berry that is eaten and excreted by the Asian palm civet. Remarkable, isn't? There are many customers who enjoys an acquired taste of civet droppings and since it's refreshingly different, but still luxurious, it can attract a new crowd ofrevolutionarv Datrons.
U lal k,'7al "o'-c t+/zttil'n7
o Marketing: Withou ,^*(rktrolln, no matter how good the product is, a business cannot prevail. A strong marketing team is needed in order to make the foundation of any organization, nextto human resources. And our company desperately needs a marketing plan that is innovated. A few things that can be added to the plan is the waywe attract our clients. A lot of clients love to sample before they buy, especially if he/she is indecisive of what to get due to not knowingtrow a certain coffee tastes-It\e,or what is tickling to his/her liking at the moment. By offering coffee samples, it can prffi a deeper connection befween the customer and the items we are selling. Advertisements of happy hour menus and the occasional event ofbuying dny drink or meal and get the other hatfis another route to go. Most consumers likes a bargain and despite the indulgent investment they are making for themselves when they go to a luxurious caf6, they like knowing they can get more than
;f r'r- l- ( /tLro
\
their dollars'worth. Setting up specials on the menu, having half off events and even giving away free sample bags of coffee beans when they spend over $20.00 is a way to keep clients intrigued. We can also host monthly events of book signings, support local artists and have them perform live music or any artistic lesson that may interest our clients. Another thing I would like to elaborate on is service. Service sells and marketing our shops with impeccable provision is a way to boost sales. We are retailing an exclusive service to our consumers, therefore, customer amenities should be top notch. Training our staffto carry on their duties in a professional fashion is crucial. From the moment our client enters the door, he/she should be treated with the outmost respect and be given the attention that he/she deserves by our staff. No exceptions.
\ .b
.t{Xi";Ohere: Imagine this- You'rewalking around the city on a cold autumn day. The light breeze touches your skin, ever so gently. As your feet wanders around, your eyes soaking up the warmth af the fail colored leaves, and your nose softly catches a sniff of the scent of roasted coffee, you notice Mauna Loa caf6. You step into the dark wooded doors and find yourself approached by a stoffmember,who is greeting andwelcoming you to the luxurtausworld af coffee and savory dishes. As you sit down to look at the menq you look around and feel as if yau've been transported to a dffirent place. The atmosphere is warm, cory, with rtch camel leather seaE, mahagany colored tables and touched by a modern Hawaiian ddcor. You instantly feel as if you've traveled back to Hawaii, and got caught on a tropfcal rainstorm as you explored the island, only to have found a cafd and went in for a rich cup of coffee as you watch the rain drops hitthe groundfrom the glasswindow. Yes, this is also considered marketing, but it's so important that it has to become an element on its own. Atmosphere is an extremely important component in a caf6 where customers will be in and out of. The environment that we provide has to satisff not only our concept as a company, but it has to meet the demands of the consumers who are willing to sit down and enjoy a fresh brew of coffee or plate. The setting has to be warm, inviting luscious, and have that peaceful effect where we can mentally transport the consumer into a different space where they can feel special and at ease. Colors, furniture, lighting d6cor, the layout ofthe front register section and the display of the products we sell, are all essential to have a successful and blooming caf6.
*? 'n^
r /Cea
f ,.o n dzJq/ (
Please feel free to contact me for any questions, I would be more than happy to assistwith more
/ en ing, marketing polls or any other information | ,o, may seek. I sincerely believe that the three concepts I mentioned is a good starting point to I look over and cogitate. Every business needs a good variety ofproducts to sell, strong I marketing techniques and a vivid atmosphere that will make the costumers feel right at home. I \ would like to thank you for even considering me in proposing a plan to benefit this company. I \ do have a strong vision for Mauna Loa caf6 and I am confident that together we can fulfill the \ vision that we all have for this empire that has yet to blossom. W /o.r n (o)rr' s ar'L sztug + Dr// Pc.rJof f-J I
<.\(
Tr ( I 'n4 4 " aJG- t./len h) "- /,'// Hrzf { /.o/ry 'Td[ .at,
t+ /uq
a// Te? utnt t /t tl o /et s nl / \$
fu_"rz no1./,. -i lris i c d"t * TP^I 4 zL:.i;t'r-,, /d,,tsi
-rz