WorkEE

Portfolio Project Proposal

March 3, 2018

Portfolio Project Proposal

About the product

The products offered at the café are mainly coffee beverages and fast moving snacks. The coffee shop is a franchise of the leading American coffee beverages blender and distributor, the Starbucks. This coffee outlet prides itself on not only the coffee beverage but also the excellent delivery of the product to the customers, which attracts the customers to the café and ensures they leave with utmost satisfaction. The cafe is located in a convenient location within the city, which allows easier access to the outlet at the convenience of the customers. The location allows for higher traffic flow to the outlet.

Why the product

The coffee beverages and the snacks are an everyday consumption item in the city. In the daily lives of the working class, over 2 million cups of Starbucks coffee is consumer each day throughout the USA (Horovitz, 2016; Khatri, 2015) This means that the products are already fast movers in the market. The fast movement of the products is a beneficial element that allows the business to generate higher revenues and higher cash flows within a short period. In addition, the high turnover is beneficial as it reduces the costs that would be incurred to shelve the products within the café stores and other associated costs.

Improved offering of the products

The coffee and the snack at the outlet can be offered more conveniently to achieve higher sales volumes and generate higher sales and profits for the investors. Although the coffee is already Starbucks branded and the outlet operates as a franchise, there is room for higher creativity and innovation to ensure higher productivity.

The first proposed area of improvement for the café is the layout of the coffee tables and the service area. There is an opportunity for the café to improve its ambience and attractiveness by changing the table and chairs orientation to an irregular shape that will cover the entire café floor, allow more leg room for the clients while still increasing the number of patrons who can be accommodated at one seating. The wall of the café should be repainted and new, more cultivating and attractive wall hangings introduced.

The cost of the renovations, though high initially, will be spread over the operations of the café. The rebranding of the café will attract higher customer visits, which will offset the renovation costs incurred within a short time. The renovation will add greater value to the cafe by having higher returns, increase the marker share of the café in the street, and add more value to the patrons.

Introduction of new service delivery to the customers who are busy and cannot afford time to be served within the café. Since the café is conveniently located along a busy street, introducing a service to the customer through the window will add value to the organization. Some customers can be served through the window without leaving their vehicles. This new service will increase the customer convenience at a lower cost as no additional investment costs are needed

References

Horovitz, B. (2016, May 19). Starbucks aims beyond lattes to extend brand. Retrieved from http://usatoday30.usatoday.com/money/industries/food/2006-05-18-starbucks-usat_x.htm

Khatri, S. S. (2015, July 29). Crazy stats about how much Starbucks we drink each year. Retrieved from http://www.businessinsider.com/here-are-some-crazy-stats-about-how-much-starbucks-we-drink-each-year-2015-7?IR=T