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 and Café Coffee Day outlets.
Besides the primary data collected with the help of the questionnaire, I have also collected the relevant secondary data from various sources like magazines, books and Internet and newspapers. Based on the relevant primary and secondary data, a
comparative analysis has been done so as to find out the areas of excellence and areas of improvement of both organizations.
The areas of excellence and improvement have been identified based on factual information, in light of which recommendations and suggestions have been provided for the overall improvement of the organizations in the future. This Thesis was conducted in 2005 in Kolkata, India; so the information is relative to this city.
Section One: The Coffee Café Industry. Section one of the Thesis is a peek at the coffee café industry. It takes a look at how the industry has evolved through time, from its early beginnings in Europe, to its current form of a highly organized sector. It also details the structure of the industry, with its various components, in its current form. It finally deals with how this industry has grown in India, and what its current status is.
Section Two: Case study on Barista. Section Two is a case study on the first organization being compared in this study, Barista. The case study looks at the overall working and performance of Barista, and the various aspects and functioning of its Marketing and Human Resource.
Section Three: Case study on Café Coffee Day. Section Three is a case study on Café Coffee Day, the other organizations being compared in this study. This section deals with the overall operations of Café Coffee Day, and like the previous section, the functioning and aspects of its Marketing and Human Resource.
Section Four: Market Survey. Section Four is the main comparative rating of both Barista and Café Coffee Day, based on a survey of customers visiting the outlets. The survey analyses how both are performing in the...