Draft for Figaro Coffee Company

Topics: Coffee, Marketing, Strategic management Pages: 3 (826 words) Published: June 5, 2011
A. Nature of the Business:
Figaro is an establishment that focuses on serving coffee in different kinds and variety. It is a retail store as well as a wholesale company. Now, Figaro added another range to their menu. It does not only serve coffee but also viands, desserts, pastries, seasonal frosty and tumblers. In addition it is also open to all business men for franchising.

B. Value Chain Analysis
Primary Activities
Inbound Logistics
Figaro buys Filipino coffee from communities and farmers nationwide. Operations
Figaro operates their very own roasting facility carefully watched over by their roasting experts who make sure each bean is done perfectly. Their beans are roasted and packed just before they reach the shelves Marketing and sales

Soft-sell marketing tools- newsletter, brochures, posters and table-top collateral materials. Service
One could always talk to an owner or to somebody knowledgeable about coffee. All Outlet crew must undergo an intensive two-week training period on product knowledge and the art of coffee-making, service and selling.

Secondary Activities
Establishing close relationships with their coffee growers and maintaining strict selection standards for their coffee beans. Human Resource Management
Figaro has its own facilities to train all store crew members in the fine art of customer service and the European style of serving coffee.

C. SWOT Analysis
Strengths•Healthy, natural menu•Variety of offerings•Strong franchisee support•100% Philippine coffee•Cozy ambience•Coffee expertise| Weaknesses•High cost (compared to other sources of food, like fast food, grocery stores, etc.)•Customer awareness•Advertising•Customer service•Location| Opportunities•Organic coffee market •Expansion (local and international•No Major (local) competitors•Filipino Pride| Threats•Cheaper substitutes•Domination by a lot of multinationals•Decline in coffee industry•New entrants•...
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