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A New Coffee Cafe Strategy Formulation

A New Coffee Cafe Strategy Formulation

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Published by toshnidhi
A new coffe cafe setup strategy formulated in this report, with respect ot the marketing.
A new coffe cafe setup strategy formulated in this report, with respect ot the marketing.

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Published by: toshnidhi on Oct 12, 2008
Copyright:Attribution Non-commercial

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12/09/2012

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 A REPORTON
“CRAFTING A MARKETING STRATEGY FORLAUNCHING A NEW COFFEE BAR”

Submited to:
Prof. Vipul Patel
Submited By:
Aarohi TrivediAnkita PatelBhargav PatelToshnidhi Prajapati
 
INTRODUCTION
THE COFFEE CAFÉ INDUSTRY
Evolution of a Coffee Café
The beginning:It all began around 1000 A.D. when Arab traders began to cultivate coffee beans
inlarge plantations. They began to boil the beans creating a drink they called ‘qahwa’
whichtranslates to
‘that which prevents sleep’.
The drink became widely popular, and the
need forcoffee beans grew. The brief timeline for the growth of coffee, cafés and
everythingrelated is given below:First known discovery of coffee berries. Legend of goat herder Kaldi of Ethiopia,who notices goats are friskier after eating red barriers of a local shrub. Experiments with theberries himself and begins to feel happier.
850
The first coffee trees are cultivated on the Arabian Peninsula. Coffee is first roasted andboiled by Arabs making ‘qahwa’.
1100
The world’s first coffee shop opens in Constantinople.
 1554
Coffee enters Europe through the port of Venice. The first coffee house opens in Italy in1654.
1475
The first establishment in Constantinople soon becomes widely popular, and two morecafés are opened.
1600s
The first coffee house opens in England. Coffee houses were called ‘penny universities’
1652
The first Persian coffee house opens.
1683
Edward Lloyd’s coffee house opens. It eventually becomes Lloyd’s of London, theworld’s best-known insurance company.
1695
The Dutch becomes the first to transport and cultivate coffee commercially. Coffee issmuggled out of the Arab port of Mocha and transported to Sri Lanka and India for cultivation.
 
1672
The first coffee house opens in Vienna.
1688
The first sign of the French Revolution had its roots in Parisian cafés where the people’smovement started gathering steam.
1700
The first coffee house opens in Berlin. One of Europe’s first coffee houses,Café Grecoopens in Rome. By 1763,Venice has over 2,000 coffee shops.
 1721
(a penny is charged for admission and a cup of coffee) because a person could visit a caféto discuss current affairs and social issues.
1822
A process of using natural gas and hot air becomes the most popular method of roastingcoffee.
 1905
The invention of the world’s first drip coffeemaker. Melitta Bentz makes a filter usingblotting paper.
1933
Achilles Gaggia perfects the espresso machine with a piston that creates a high-pressure extraction to produce a thick layer of cream.
1750
The prototype of the first espresso machine is created inFrance.
1885
The first commercial espresso machine is manufactured inItaly.
1908
Dr. Ernest Illy develops the first automatic espressomachine. There is enormous interest from cafés all aroundEurope.
1945
Coffee is now the world’s most popular
1980
With the growth of the Internet, cyber cafés are born, providing Internet access and coffeeto users.
1990
With an increased penetration of PCs in homes, cyber café chains close, andre-immerge as retail coffee café chains.
2000s
beverage, which leads to a boom in retail and hotel cafés. The American retail caféStarbucks in born.

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