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PHILIPPINE SCHOOL OF BUSINESS ADMINISTRATION 1029 Aurora Blvd.

, Quezon City

SUCCESS FACTORS OF SELECTED COFFEE SHOPS IN KATIPUNAN, QUEZON CITY A Research Proposal

In partial fulfillment of the requirements in Fundamentals Of Research

Submitted by: Anthony Christian Cabuenos Jeffrey Naguimbing Jossette Ann Cruz Tina Almario Analiza Go

Submitted to: Dr. EMMA R. GUNO

ACKNOWLEDGEMENT We would like to thank God for guiding us and giving strength in every minute to make this possible, educational, and productive and for giving us. Thank you! We would like to thank our professor Dr. Emma R. Guno for being our consultant and for giving courage as we carry out this study. Thank you. We also would like to thank Dr. Carolina D. Ditan and Dr. Celso I. Mendoza for helping us to correct our inaccuracies to finish this study without expecting in return from us. Thank you very much Maam and Sir! And lastly, to the group of students who accomplished this study Jossette, Acy, Jeffrey, Tina and Ana. Thank you so much!

Chapter I The problem and its background Introduction Millions of people around the world begin each day with a steaming hot cup of coffee. This drink has become increasingly popular among our everyday culture, and has also become well known for having a multitude of negative effects on the body. More than often this everyday drink is associated with having no nutritional value, and producing harmful effects on the body. Coffee is one of the world's most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee's success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure. Coffee lovers come to associate the energizing lift of the caffeine with the richness and aroma of the beverage that delivers it. Coffee is produced from the seeds of a small red (sometimes yellow) fruit that grows on plants halfway in size between shrub and tree. The process that turns these seeds into beverage is a long and complex process, perhaps the most complex process associated with any major beverage. For many people coffee is just a drink that acts as an alternative to tea or soda pop. For others, coffee is necessary for survival to help them stay awake during long meetings, and for some, coffee is an art that requires much planning and high efforts are made to maintain its best quality. In any case, coffee must travel through a complicated process before it reaches ones cup. It is also a very labor intensive process involving a vast intercontinental collaboration that starts with the coffee grower, moves from there to the picker, then to the mill workers who meticulously remove the fruit and dry the beans, then to those who clean and grade the beans, to those who roast them, to those consumers and baristas who finally grind the beans and prepare the beverage. Every act along the way can be performed either with passion and precision or with careless shoddiness. It is the cumulative quality of all of these creative

contributions that together make the difference between a lackluster cup and a fine and distinctive one. Coffee is a major commodity traded internationally which generated US$9,116 billion in global export revenue in 2006 (FAO). Most coffee is grown in developing countries and consumed in the industrialized world. Approximately 17-20 million households in more than 50 nations grow coffee and, by some accounts, as much as 100 million people benefit from coffee trade (Lewin et. al. 2004). Most coffee growers are smallholders with low incomes and high level of exposure to risks. The price received for coffee is perhaps the single most important determinant of coffee growers welfare. Over the years, experts have debated over the effects coffee has on the human body. And almost always, those who were advocating that coffee is bad for the human health has always been on the winning side until now. Recent researches and studies have proven that drinking coffee has positive health effects. Experts have now confirmed that coffee is far more healthful than it is harmful. As opposed to results of previous studies, coffee has now been confirmed to: -Lower the risk of having a heart attack and developing diabetes, cirrhosis of the liver, Parkinsons disease, colon cancer, gallbladder stones, just to name a few . -Offset the damages caused by vices such as heavy drinking and smoking -Manage asthma when medication is unavailable and minimize the likelihood of getting into depression -Boost ones mood, stop headaches, and prevent cavities

The social function of coffee is clearly evident. Considered a social lubricant, coffee plays a vital role in almost every aspect of our social life.

People do business with coffee, people communicate with coffee, people enjoy with coffee and people work with coffee. It is, therefore, safe to assume that people live with coffee.

Background of the Study Coffee was birthed in the Ethiopian highlands. The legend goes that 9th century goatherder Kaldi noticed how spirited his goats became after eating berries from a certain tree, so he ran to the local monastery to let those guys know. A monk created a brew from the berries and was able to stay up much later praying. Eventually news of this new brew spread into Egypt and into the Arabian Peninsula, where coffee traveled east and west, finally landing in Southeast Asia and the Americas. And its been popular ever since. Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in the People's Republic of China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany. Rustan Coffee Corporation, a member of the Rustan Group of Companies is the sole authorized licensee of Starbucks Coffee International in the Philippines. Starbucks Philippines opened its first retail store on December 4, 1997 at 6750 Ayala Avenue, Makati City. To date there are 195 Starbucks stores across the country. Starbucks in Katipunan cor. Rosa Alvero across Ateneo De Manila University Loyola Heights Quezon City is one of the favorite TAMBAYAN of the students around Quezon City. They are commitment to do things that are good to people each other and the planet. From the way we buy our coffee, to minimizing our environmental impact, to being involved in local communities. In their store there are Baristas are the face of Starbucks. They create an uplifting experience for our customers and make perfect drinks - one drink and one customer at a time. Shift Supervisors are expert baristas who help to direct

work during shifts and to create great experiences for our customers. If you'd like to apply for a barista or shift supervisor position, select the application that applies to your location. Assistant Store Managers work alongside baristas and shift supervisors, helping to coach and support them. They also develop their management skills while helping their Store Managers run great stores. Store Managers manage their store's operations and are responsible for financial results. They develop, coach and train in-store partners as they work side by side. And they're responsible for the quality of customer service and beverages in their stores. Most of the students and people are enjoying their time in this store because the place is great and the staffs are kind and offer a good service. As of now Their core competencies can be defined as high quality coffee and products at accessible locations and affordable prices, provided a community to share in the coffee drinking experience, and variety of choices. They also value ethics and good business practices and are a leader being voted one of 2010s most ethical businesses.

Conceptual Framework The diagram showed in the next page showed the relationship between the characteristics and criteria of the owners/employees and customers, respectively and the strengths, weaknesses, opportunities and threats of a Coffee Shop. The relationship and results occur will be used to analyze what will be the factors that will help in creating a successful Coffee Shop. It also displayed the customers criteria in finding the best Coffee Shop. These criteria are affordable price, accessible location, small variety of product offerings, good ambiance and good service. It was consisted of the strengths, weaknesses, opportunities and threats a Coffee Shop might have. Under its strengths are accessible location, affordable price, good services, small variety of product offerings and good ambiance. The weaknesses are poor service, expensive price, inaccessible location, small variety of product offerings and poor ambiance. Expansion of the business, Technological Advances, Branching out another business, Extend supplier range, Franchising are the possible opportunities of Coffee Shops. The threats that a Coffee Shop may encounter are rising material cost, Competitive Environment, economic decline of coffee, Change in consumer preferences and Insufficient supply from the suppliers. Free WI-FI, Sponsorship, Free Taste, Advertising (Flyers), Promos (Sale/Discount) are the marketing strategies set for the study. It also show that a successful Coffee Shop shall have available and efficient equipment, transactions regardless of quantity. be accessible to potential customers, variety of products, quality service and allow any business

Statement of the problem The study will determine the success Factors of selected Coffee Shops in Katipunan Avenue. Particularly, the researchers will seek to answer the following questions. 1. What are the strengths that contribute to your shops success? 2. What are the weaknesses that affect your shop? 3. What are the opportunities that affect you shop? 4. What are the threats that hinder the success of your coffee shop? 5. What are the marketing strategies that your shop uses to achieve your goals? 6. Is there significant difference among opinions of the respondents regarding the strengths and weaknesses of the coffee shop when grouped according to gender? 7. Is there significant difference among opinions of the respondents regarding the strengths and weaknesses of the coffee shop when grouped according to age?

Hypothesis of the Study Null hypothesis


a. There is no significant difference among the opinions of the

respondents regarding the strengths and weaknesses of the Coffee Shop when grouped according to gender.
b. There is no significant difference among the opinions of the

respondents regarding the strengths and weaknesses of the Coffee Shop when grouped according to age.
c.

Alternative hypothesis
a. There is significant difference among the opinions of the respondents

regarding the strengths and weaknesses of the Coffee Shop when grouped according to gender.
b. There is significant difference among the opinions of the respondents

regarding the strengths and weaknesses of the Coffee Shop when grouped according to age.

Significance of the Study This study will be beneficial to the following: Owner The owners will be able to know what the customers want. The owners will be able to know what are the advantages and disadvantages of the business. The owners will be able to know what to improve on their business

Customer To know more about that specific coffee shop. This will help them to choose what coffee shop they want based on certain factors.

Community To continually serve the best coffee and pastry in the Philippines.

People within the business This will serve as a guide on how they will start their own coffee shop.

Future researchers This research may serve as a guide to future studies regarding this topic.

The Scope and Limitations This study involved 6 coffee shops located in Katipunan, Quezon City namely: 1. Bos Coffee, 2. Coffee Bean and Tea Leaf, 3. Seattles Best, 4. Starbucks, 5. McCafe, 6. Kopi Roti. The respondents of this study are 6 owners, 17 staffs and 91 customers of these coffee shops. The research study will cover the period from July to October 2013.

Definition of terms 1.Aromatic - having a strong pleasant odor. 2.Barista - is a person, usually a coffee-house employee, who prepares and serves espresso-based coffee drinks. 3.Bean - is any of various other plants or their seeds or fruits, especially those suggestive of beans, such as the coffee bean or the vanilla bean. 4. Beverage - is any one of various liquids for drinking, usually excluding water, tea and coffee. 5. Brewed - is to make a beverage by boiling, steeping, or mixing various ingredients. 6. Caffeine - is a bitter alkaloid found in coffee and tea that is responsible for their stimulating effects. 7. Coffee - is any of various tropical African shrubs or trees of the genus Coffea, especially C. arabica, widely cultivated in the tropics for their seeds that are dried, roasted, and ground to prepare a stimulating aromatic drink. 8. Cappuccino - is an italian coffee drink traditionally prepared with espresso, hot, milk, and steamed-milk foam. 9. Crop - is a cultivated plants or agricultural produce, such as grain, vegetables or fruit. 10. Decaffeinated - is a coffee with the caffeine removed, a beverage consisting of an infusion of ground coffee beans. 11. Espresso - is a concentrated beverage brewed by forcing a small amount of nearly boiling water under pressure through finely ground coffee beans. 12. Mocha - is a flavoring obtained from a coffee infusion or a combined infusion of chocolate and coffee. A brownish chocolate color. 13. sherbet - is a frozen dessert made primarily of fruit juice, sugar, and water, and also containing milk, egg white, or gelatin.

Chapter II Review of Related Literature Foreign studies-Study finds coffee lovers may live longer If you love your morning coffee, a new study finds that your daily habit could protect your health. In a study by researchers from the National Cancer Institute in the US, older adults who drank coffee -- caffeinated or decaffeinated -- had a lower risk of death overall than others who did not drink coffee. The java drinkers -- especially those who drank three or more cups a day -- were less likely to die from a number of illnesses, including heart disease, stroke, diabetes, and infections -- although researchers found no link with cancer. Results of the study were published on Thursday in the New England Journal of Medicine. Head researcher Neal Freedman and his colleagues examined the association between coffee drinking and risk of death in 400,000 American men and women ages 50 to 71 who participated in the NIH-AARP Diet and Health Study. "The mechanism by which coffee protects against risk of death -- if indeed the finding reflects a causal relationship -- is not clear, because coffee contains more than 1,000 compounds that might potentially affect health," said Freedman. "The most studied compound is caffeine, although our findings were similar in those who reported the majority of their coffee intake to be caffeinated or decaffeinated." Still, while more research needs to be done to fully understand the protective components of coffee, Freedman adds that "these results do provide some reassurance that coffee drinking does not adversely affect health." Coffee has also been shown to improve brain function in mice studies, with researchers probing the possibility of using coffee as a treatment for people with Alzheimer's disease. Researchers in Portugal also recently found that the consumption of caffeine could protect against memory loss associated with advanced diabetes.

Still health experts don't recommend overdoing your coffee intake. The US-based Mayo Clinic suggests no more than two to four cups a day, since more than that can cause insomnia, upset stomach, and anxiety.

Local Studies Coffee to go The Philippines produces four good-tasting varieties of coffee. Robusta, the main ingredient of instant coffee products, makes up around 90% of the Philippines total coffee production. Varieties like Arabica, Excelsa, and Liberica (Philippine barako) make up the remaining 10% of total output. Because of their special taste and aroma, Arabica, Excelsa, and Liberica have had a rise in demand both domestically and globally. Indeed, prospects are bright for special coffee varieties. Coffee drinkers around the world have been drinking more specialty or gourmet coffee in recent years. The Department of Trade and Industry-International Coffee Organization Certifying Agency reported a 130% increase in export value from P109 million in 2003 to P216 million in 2004. And the export momentum is here to stay as the demand for barako in the Middle East and for Benguet arabica in the United States continues to climb. Export of soluble coffee to Japan is also anticipated to prosper. Similarly, prospects for the industry, in general, are positive. Farm gate price of dried coffee berries has perked up to P300 per can from P200 per can. Prices offered to farmers are much better this year due to the decrease in world coffee output. Production in major exporting countries such as Vietnam and Brazil has gone down owing to the non-competitive wholesale prices in previous years. With this encouraging scenario, now is the best time to revive the countrys coffee industry. To do this, interventions must be implemented to address the major industry issues. Small farmers have been discouraged by the low market prices of special coffee varieties in the previous years. Adding up to the problem are the senile or unproductive coffee trees and poor technology utilization, resulting in short supply. Yet, domestic requirement is growing at 3.1% annually. At this rate, the estimated required output is 90,000 mt per year. However, current output level is only 28,000 mt. Coffee imports from Vietnam, Indonesia, and Thailand are filling in the gaps while the local industry struggles to compete with low-priced imports resulting from liberalized trade.

Thus, strategic science and technology (S&T) interventions estimated at P150 million have been set to rehabilitate the existing Arabica, Liberica, and Excelsa coffee farms (11,000 ha) and to rejuvenate 3,000 hectares presently planted to senile trees. New areas (8,000 ha) in the Cordillera Region, Region 6, and Region 12 will be planted to Arabica. Nurseries and mother clonal gardens will be established in strategic locations.Farmers will be trained to adopt improved coffee production technologies. Aggressive marketing will also be done to promote Philippine coffee while marketresearch will be implemented to study the industrys options ahead. The interventions will increase the present yield level of 400 kg of coffee beans per hectare to 800-1,000 kg. The increase in yield of coffee farms brought about by theS&T interventions and the production in new areas will translate to about P1.36 billion worth of coffee beans per year.

Chapter III Research Design & Methodology This section of the research paper includes and tackles the research design, sampling plan, research instruments, data gathering procedure, a statistical tools/ treatment of data. The process of collecting data which were computed and interpreted is included in this chapter.

RESEARCH DESIGN This research study will make use of the descriptive method in explain the data that will be gathered through the survey questionnaires and unstructured interviews of respondents. . It illustrates characteristics and data about the population particularly the customers, managers, and employee of an entity. It also describes the current nature and current event on the business. It is able to discuss the progress and the accurate data needed to make this research study possible. This method is also used for frequencies, calculation and others statistical figures related on the business.

Research Locale The study is conducted within the area of Katipunan, Quezon City. There are 6 Coffee shops which will be the subject of the study.

RESPONDENTS OF THE STUDY Name of Establishment Starbucks Seattles Best Bos Coffee McCafe Kopi Roti Coffee Bean and Tea Leaf Sampling Plan The researchers will compute the sample size using the Slovin formula: n= N 1+ Ne2 Where: N = population size n = sample size e = the degree of marginal error which is 10% Employees/Managers ___N____ 1+ Ne2
=

No. of Employees/Managers 5 3 2 2 3 5

No. of customers per day 265 120 86 93 167 224

___20__ 1+20(.10)2

n = 16.67 n = 17

Customers

n= ____N_____ 1+ Ne2
=__955___

1+955(.10)2 n=90.52 n = 91

DATA GATHERING PROCEDURE The researchers created a letter, endorsed by the research adviser of the Philippine School of Business Administration Quezon City. It was a letter of request/approval to allow us to have an interview and gather data regarding their store. It was given to the managers/owner of the shop. The researchers will make use of questionnaires as essential tools in gathering data regarding the performance of Coffee shops in Katipunan, Quezon City. A number of selected owners, employees and customers will be courteously given this to gather their perceptions on certain information with regards to the subject. Afterwards, the researchers will compile the questionnaires distributed and tally the results. Findings will be presented in tabulated form, through graphs, tables and charts to further understand the gaps and differences found out.

RESEARCH INSTRUMENT The study will use survey questionnaires to gather relevant data. Moreover, the researcher will also use studies related to the performance of a coffee shop and will compare to its existing data in order to provide conclusion and competent recommendations. A self-administered structured questionnaire will be employed by the researchers so as to come up with an analysis and evaluation of customers perception. The research instruments were made for the managers/employees comprise the strengths, weaknesses, opportunities, and threats and the factors of their marketing strategies of their business

which they have to rank using ordinal numbers. On the other hand, questionnaire for the costumers includes their profile particularly their age and gender. Customers will choose rank their perceptions what are the factors they consider in selecting their preferred Coffee.

The mentioned statements within the questionnaires were answered by using the 5 point scale whose equivalent values were as follows: 5 corresponds to the value of Highly Significant 4 corresponds to the value of Significant 3 corresponds to the value of Moderately Significant 2 corresponds to the value of Less Significant 1 corresponds to the value of Not Significant

STATISTICAL TREATMENT OF DATA Based on this research, the researchers used the following Statistical tools as a key to come along to their waited results and to come up with the formulation of the conclusion. A. Percentage % = Percentage f = Frequency n = Number of responses falling under particular category 100 = constant % = f n x 100

B. Mean X = mean

x = sum of the measurements or value N = number or respondents C. Spearmans Rank Correlation

D. Chi Square x2 = Chi square O =Observed respondents E =Expected respondent

BIBLIOGRAPHY Book Reference 1. Fundamentals of Research by Mrs.Guno Electronic Reference 1.http://www.coffeereview.com/ 2.http://www.echeat.com/free-essay/Explaining-the-Popularity-ofCoffee29672.aspxhttp://drum.lib.umd.edu/bitstream/1903/7847/1/umiumd-5137.pdf 3.http://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society -a01073856371 4.http://en.wikipedia.org/wiki/Starbucks 5.https://starbucksphilippinesjobs.silkroad.com/starphil/Store_Careers.html 6.http://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdf 7.http://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancerrecurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-living
8. http://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-

recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-living 9. http://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdf

Philippine School of Business Administration Inc 1029 Aurora Boulevard, Quezon City

June 30, 2013 _________________ _________________ _________________ Dear Sir/ Madam: We, the students of Fundamentals of Research of Philippine School Of Business Administration-Quezon City, are conducting a study regarding the success factors of selected Coffee Shops in Katipunan, Quezon City. In this regard, please allow us to visit your establishment and interview your employees and customers. Rest assured that all information gathered will be dealt with confidentiality and will be used for classroom purposes only. Thank you and God bless. Very respectfully yours, Anthony Christian Cabuenos Jeffrey Naguimbing Jossette Ann Cruz Tina Almario Analiza Go Noted by: Dr. Emma R. Guno Professor

Philippine School of Business Administration Inc 1029 Aurora Boulevard, Quezon City Good day! We, the students of Philippine School of Business Administration- Quezon City are conducting a survey for our Research subject. Kindly answer the following survey. Thank you. Put a check on the box which corresponds to your answers.

I. Personal Profile 1. Age: 18 below 20-25 25-35 35-45 45-50 50 above

2. Gender: Female Male 3. Civil Status Single Married Widowed Separated

II. Questionnaire Proper 1. What are the strengths of your Coffee Shop business that can contribute to your success? Kindly rate your answers from a scale of 5 to 1 wherein: Legend: 5 Highly Significant 4 Significant 3 Moderately Significant 2 Less Significant

1 Not Significant STRENGTHS Good Service Affordable Price Accessible Location Small variety of product offerings Good Ambiance 5 4 3 2 1

2. What are the weaknesses that hinder to your success as a Coffee Shop business in Katipunan, Quezon City. Kindly rate your answers from a scale of 5 to 1 wherein: Legend: 5 Highly Significant 4 Significant 3 Moderately Significant 2 Less Significant 1 Not Significant WEAKNESSES Poor Service Expensive Price Inaccessible Location Small variety of product offerings Poor Ambiance 5 4 3 2 1

3. What are the opportunities that will lead to your growth and success as a Coffee Shop business in Katipunan, Quezon City. Kindly rate your answers from a scale of 5 to 1 wherein: Legend: 5 Highly Important 4 Important

3 Moderately Important 2 Less Important 1 Not Important

OPPORTUNITIES Expansion of the business Technological Advances Branching out another business Extend supplier range Franchise

4. What are the threats that will delay to your success as a Coffee Shop business in Katipunan, Quezon City. Kindly rate your answers from a scale of 5 to 1 wherein: Legend: 5 Highly Significant 4 Significant 3 Moderately Significant 2 Less Significant 1 Not Significant

THREATS Rising material cost Competitive Environment Economic decline of coffee Change in consumer preferences

Insufficient supply from the suppliers

5. What are the marketing strategies that you used which contribute to your success as a Coffee Shop business in Katipunan, Quezon City. Kindly rate your answers from a scale of 5 to 1 wherein: Legend: 5 Highly Important 4 Important 3 Moderately Important 2 Less Important 1 Not Important

MARKETING STRATEGIES Offers free WIFI Advertising (Flyers) Sponsorship Promos (Sale/Discount) Free Taste

Philippine School of Business Administration Inc 1029 Aurora Boulevard, Quezon City Good day! We, the students of Philippine School of Business Administration- Quezon City are conducting a survey for our Research subject. Kindly answer the following survey. Thank you. Put a check on the box which corresponds to your answers.

I. Personal Profile 1. Age: 18 below 20-25 25-35 35-45 45-50 50 above

2. Gender: Female Male 3. Civil Status Single Married Widowed Separated

II. Survey Questions

Put a check on the box which corresponds to your answers.

1. How often do you drink coffee? Daily Weekly Monthly Occasionally Never

2. When do you drink coffee? (You could choose more than one) Morning Noon Afternoon Evening Midnight

3. What are the reasons why you patronize this coffee shop? Kindly rank your answer from a scale of 5 to 1 wherein: Legend: 5 Most Important 4 Important 3 Moderately Important 2 Less Important 1 Not Important REASONS: Affordable price Accessible Location 5 4 3 2 1

Adequate space of the shop Quality Service Quality of coffee

4. What are the reasons why you will not patronize this coffee shop? Legend: 5 Highly Significant 4 Significant 3 Moderately Significant 2 Less Significant 1 Not Significant REASONS: Unaffordable price Inaccessible Location Inadequate space of the shop Poor quality service Quality of coffee 5 4 3 2 1

Location Map

QUESTIONNAIRE Managers/Owners/Employees

Name (optional): Direction: Check the box that correspond your answer. I. Personal Profile A. Gender Male Female

B. Age 20 years and below 21 30 years old 31 40 years old 41 50 years old 51 years and above

II.

Questionnaire Proper

1. What are the strengths that contribute to your shops success? Kindly rate your answer. 5 = most important 4 = important 3 = moderately important 2 = least important 1 = not important

Strengths Good Service Affordable Price Accessible Location Large variety of product offerings Good Ambiance

2. What are the weaknesses that affect your shop? Kindly rate your answer. 5 = most important 4 = important 3 = moderately important 2 = least important 1 = not important Weaknesses Poor Service Expensive Price Inaccessible Location Small variety of product offerings Poor Ambiance 5 4 3 2 1

3. What are the opportunities that may help your shop? Kindly rate your answer. 5 = most significant 4 = significant 3 = moderately significant 2 = least significant 1 = not significant

Opportunities Expansion of the business Technological Advances

Branching out another business Extend supplier range Franchise 4. What are the threats that hinder the success of your shop? Kindly rate your answer. 5 = most significant 4 = significant 3 = moderately significant 2 = least significant 1 = not significant Threats Rising material cost Competitive Environment Economic decline of coffee Change in consumer preferences Insufficient supply from the suppliers 5 4 3 2 1

5. What are the marketing strategies that your shop uses to achieve its goal? Kindly rate your answer. 5 = most significant 4 = significant 3 = moderately significant 2 = least significant 1 = not significant

Marketing Strategies Offers free Wifi Advertising (flyers) Sponsorship Promos (Sales/Discount) Free Taste