CASE

CASE ON
ON RUPALI
RUPALI
CAFE
CAFE
-MAHAK CHOPRA (MBA 4518/09)
-APRAJITA MINOCHA (MBA 4520/09)
• PROBLEM
• THE CASE
• BOUNDARY LIMIT
• ASSUMPTION
• POSSIBLE SOLUTION and THEIR
EVALUATION
• SELECTION OF BEST SOLUTION
• CONCLUSION
 PROBLEM
• The main problem in the case is
Vinita and Vilas have to prepare a
market feasibility report which
includes the study of market
behavior, determination of the
market size, test marketing,
advertising etc
 THE CASE
• Vanita is presently pursuing MBA. Her family runs the very old and
famous RUPALI café in front of Wadia group of college’s campus.
• Timings-> 7-10 am in morning & 12-5pm noon
• Clients-> Mostly caters to the students and staff of adjoining
colleges.
• Vanita along with classmates Vilas and Victor intend joining the
RUPALI Café business as they are brimming with new ideas to give
boost to the business.
• Vinita’s father is ready to go with the new concept provided the
plan that is proposed should give the rationale behind each step,
the cost and time required for implementing the steps, anticipated
income from the activity before the proposal is considered
 BOUNDARY LIMIT
• Students usually have limited
disposable money.
• Rupali Café has been popular for
Clean atmosphere and pure
vegetarian menu.
• Café located on campus area.
 ASSUMPTIONS
• Assuming that the college is located in city
• There is no religious provocation associated
with serving of non-vegetarian items.
• There is no ban on alcoholic drinks.
• Students in majority are from urban cities and
are comfortable with concept of social drinking.
• Parents and faculty members do not consider
alcohol as a social evil or taboo.
• Rupali café is popular among the clg students
POSSIBLE SOLUTION and
THEIR EVALUATION
> Continue with present state of affairs i.e serving vegetarian items only.

 Introduction of only non-veg snacks but no beer bar.

If they go for non vegetarian items
• +ve thing >> they mite increase their consumer base
• -ve thingy >> they mite loose a certain segment who are pure
vegetarians and dislike non vegetarian food

• Introduction of both non-veg snacks and beer bar but bar opens only after
5 pm in the evening and non-veg snacks would not be served in morning.
• Need of procuring license for serving alcohol.
• Similarly this mite increase their clientele << the positive side
• The negative side is there might be loss of clientele + clg discipline
mite be affected
• Imp point to keep in mind is the purchasing power of the
clientele The new dishes that are introduced besides being
hygenic and of high quality should be cost effective.

• Besides advertising in front the clg They should also

advertise at other places to increase their consumer base n
popularity…

• Implementing the new idea wud take a time of approx 3-4

months but during that time also the café should be running
successfully
 SELECTION OF BEST
SOLUTION
• As there are group of colleges, a proper feasibility survey should be conducted
to know views & preferences of students about the inclusion of Beer Bar and
non-veg snacks at rupali café. After analyzing the survey results if majority of
the existing clients are in favour the proposed idea then Beer Bar and non-veg
snacks should be added.

• They can serve non veg cuisine during noon & evening time and on spl req in
morning and the drinks can be served in late evening timings (say 8-11 pm).

• The cost factor should also be kept in mind as major existing clientele is college
students

• Initial promotional offers should be given to students and other customers to

attract attention to the newly included offerings.

• Major aim >> inc the consumer base and thus earnings
 CONCLUSION
Carrying out an extensive market
feasibility research before
introducing any change in the café is
of utmost importance to get insight
into the customer’s attitudes and
preferences.
THANK
THANK YOU
YOU