THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, NEW DELHI
Table of Contents
Topic Synopsis Section 1: Introduction - The Coffee Café Industry 1.1 Evolution of Coffee Cafés 1.2 The Coffee Café Industry 1.3 Growth of the Café Industry in India Research Methodology Section 2: Case Study on Barista 2.1 Corporate Profile 2.2 Marketing Mix 2.3 Human Resources Section 3: Case Study on Café Coffee Day 3.1 Corporate Profile 3.2 Marketing Mix 3.3 Human Resources Section 4: Market Survey 4.1 Survey Methodology 4.2 Characteristics of Visit 4.3 Comparative Rating
Section 5: Conclusion 5.1 Areas of Excellence 5.2 Areas needing Improvement 5.2 Recommendations & Suggestions Annexure I Primary Questionnaire 1 II Primary Questionnaire 2 Bibliography
The objective of the thesis is “To compare and study Barista & Café Coffee Day, identify areas of excellence and areas needing improvement; and provide suggestions for such improvement”. The aim of this Thesis is to successfully compare two prominent service sector companies on a common platform, analyze their working and performance, and highlight what they are doing well, while providing suggestions and recommendations for improvement.
Barista and Café Coffee Day were chosen because of their identical pattern of functioning and growth. They are the only two major players in the national coffee café industry, and their customers consider both as interchangeable brands. This is why it is important to study how these brands differentiate themselves from each other, and attempt to improve brand loyalty amongst their customers.
For the purpose of this study, I prepared 2 research tools, both questionnaire, to find out the relevant primary data pertaining to the functioning and working of both Barista and Café Coffee Day. The data was collected based on information provided by: 1. The management of the organization. 2. Customers visiting Barista...