Chapter I

Café Bar
Introduction
Café Bar derived from the word, “Café “ which refers to the Italian way of
preparing a coffee, an espresso, or occasionally used as a synonym for the
European coffee bar, “Coffee “ which entered the English language in 1582 via
Dutch koffie, borrowed from the Turkish kahve, in turn borrowed from the Arabic
qahwah which originally referred to a type of wine; and “Bar” also known as a
saloon or a tavern or sometimes a pub or a club, referring to the actual
establishment. But not like the literal meaning of the club, Café Bar would just be
a bar-like place in which staffs will be serving coffees and others that complement
this instead of wine or alcoholic beverages.

Maybe the name of this business sounds for adults only, but Café Bar will
welcome even just students because this will not be like a typical bar, but a hang
out place for everyone. It can also be a learning place because there will be a
mini-section to serve as a reading corner so you can relax here while listening
different types of teens’ music.
 This bar will be located at Batangas and will highlight the most popular
coffee of the said province, kapeng barako. This is because Batangueños are so
much in love drinking coffee and to promote this on the tourists who visit
Batangas. This coffee bar wants to leave mark on the hearts of every people and
make them know the skills of Batangueños in producing a unique and delicious
type of coffee.

Mission
This Café Bar committed to be the best café chain, to contribute progress to
the community, to employ people, to highlight the productivity of Batangueños,
to develop the country’s agricultural sector, and for the continuous development
and training at our staff.

Vision
A simple business which brings satisfaction to customers and serves the
society the best and only coffee for dialogue ‘over a cup of coffee’ and to become
one of the most exotic and premium brands in the organised coffee market.

Products and Services

The Café Bar will carry a variety of quality products. This underlying
philosophy in selecting products is to choose lines that will bring consistent
quality, competitive prices, and product satisfaction to our customers. As a coffee
bar, this will primarily serve coffees, with the kapeng barako as its specialty, and
other types of it like cappuccino, espresso, frappe or iced coffee, café latte, etc.
This bar will also have tea, and other hot beverages as well as cold ones. To serve
as its compliments, the staffs will serve muffins, donuts, croissants which can be
filled or plain, cinnamon, sandwiches like egg, tuna, and ‘with mayo, bacon and
tomato’ sandwich, and different types of pastries. For dessert, this business will
offer cookies, almondy and sweet coconut macaroons, brownies, cakes , pies and
of course, ice cream.
An important component of this business is not just products, but also
service. Its services will include effective promotional programs and custom
designed marketing such as printed banners, promotional posters, punch cards,
etc. It will also have a monthly distribution of newsletter featuring the latest
coffee trends, promotional ideas, new creative recipes and upcoming events.
Sampling of the latest product releases-with eye-catching point-of-sale to
advertise new items to the end consumer is also included as well as the routine
equipment maintenance and training.

Industry
Coffee bars and shops are part of the specialty eatery industry, which also
includes outlets specializing in products such as bagels, donuts, frozen yogurt, and
ice cream. Coffee bar is determined to become a daily necessity for local coffee
addicts, a place to dream of as you try to escape the daily stresses of life and just
a comfortable place to meet your friends or to read a book, all in one.
Companies in this industry sell coffee drinks and other food and beverages
for the consumption on the premises or for takeout. Major companies in this
industry include International Coffee and Tea (The Coffee bean & Tea Leaf), Peet’s
Coffee & Tea, and Starbucks (all based in the US), as well as Costa (part of
hospitality firm Whitbread) and Caffè Nero (both based in the UK), Coffee
consumption has shown a steady 2.5% growth rate in the United States over the
last decade.
Hot dry summers drive people into cafés to order iced drinks. Further,
coffee has really become a part of the Batangueños’ lifestyle. Its discerning coffee
drinkers are in favour of well-prepared, strong coffee-based beverages, which
they can consume in a relaxing environment.

Brief History of Business

A coffee bar, coffeehouse, coffee shop, or café is an establishment which
primarily serves hot coffee, related coffee beverages (e.g., café latte, cappuccino,
espresso), tea and other hot beverages. Some coffee houses also serve cold
beverages such as iced coffee and iced tea. Many cafés also serve some type of
food, such as light snacks, muffins, or pastries. Coffee houses range from owner-
operated small businesses to large multinational corporations.
In continental Europe, cafés often serve alcoholic beverages and light food,
but elsewhere the term “café” may also refer to a tea room, “greasy spoon” (a
small and inexpensive restaurant, colloquially called a “caff”), transport café, or
other casual eating and drinking place. A coffee bar may share some of the same
characteristics of a coffeehouse or restaurant, but it is different from a cafeteria.
From a cultural standpoint, coffee bars largely serve as centres of social
interaction: the coffee bar or houses provides patrons with a place to congregate,
talk, read, write, entertain one another, or pass the time, whether individually or
in small groups. Since the development of Wi-Fi, coffee houses with capability
have also become places for patrons to access the Internet on their laptops and
tablet computers. A coffee bar can serve as an informal club for its regular
members. As early as the 1950s Beatnik era and the 1960s folk music scene,
coffeehouses have hosted singer-songwriter performances, typically in the
evening.

Chapter II
Target Market

The Café Bar will be available for people who want to have a daily cup of
great-tasting coffee in daring atmosphere. This bar is not only for the citizens in
Batangas but also for the tourists who are interested on native coffee of the
province. Furthermore, workers and students are also welcome in this bar,
especially those students searching for a convenient place where they can enjoy
their coffee while reading and waiting for some friends to meet up.

Marketing Program
Market program is necessary to have a better start and progressive flow of
business. Thinking about the ways on how to promote the products is included on
this program. However, while there are many promotional items to choose from,
from coffee mugs to whole sale gift cards and rebate promotions for the loyal
customers, the owner/s also need to factor in other requirements, from budget
constraints to efficiency of delivery.
Carefully crafted signs that instantly help passersby see what the coffee bar
offers help bring in people once the morning rush finishes. The business will
develop an eye-catching logo related to coffee, and will use it on the sign to build
our brand. Listing of the products of the coffee bar on the sign like specialty
drinks, baked goods and Internet access is planned, and will put it on the sidewalk
for this to be visible for everyone.
An idea of having a uniform for the employees branded with the business
logo is great. The shirts will be provided to them free of charge to wear during
their shifts. Higher quality, similar shirts will be for sale within the coffee bar.
The manager should be involved with nearby businesses and develop a
cross-promotional marketing strategy. Introducing his/herself by walking over and
surprising a nearby business with a few cups of coffee is suggested.

Product Strategy
Café Bar will serve coffees, teas, desserts and light lunches in bistro-like
settings. This small coffee bar can establish a solid reputation in community,
attracting large volumes of highly loyal, sometimes daily patrons. Marketing a
coffee bar requires more subtlety than other local businesses, however, as these
establishments provide a highly social experience greatly reliant on word-of-
mouth advertising and personal invitations from existing customers.
The product of this coffee bar will surely be a high quality but affordable by
everyone. The taste of the products will leave mark on the customers’ heart that
will make them visit the bar frequently.
Place Strategy
Location is a very important matter in putting up a business. In searching
for the right place where we can start our business, we need to consider the
economic condition first. We should know if it is reliable to put up a business
permanently on a particular place. If that place does not have good roadway to
ride on, then it will not be good to continue our coffee bar there.
Second is the peace and order. If the location that we have on our choice is
full of mess, it is possible for our business to get implicated by those, so we better
pick a better place as our option.
Third is the behaviour or attitude of the people in a community. We should
know if individuals living on a specific place have their interest on drinking
coffees. For example, Batangueños really love to drink coffee, specifically kapeng
barako, so it is very good to build a coffee bar in Batangas.

Promotional Strategy
Managing a coffee bar needs promotional strategies to start it right. We
can use promotional tools that will work and bring customers in with the promise
of a reward. For example, we will promote a special coffee or free Wi-Fi in our
coffee bar. The other way that we can see is by placing coupons in local
newspapers and magazines, leverage social media by posting printable coupons
on Facebook and Twitter, or use a service like Groupon to distribute coupons to
Internet-uses in our local area.
 Since customers are easily get drawn to catchy words like “unlimited” and
“free refills”, we may offer unlimited refills within the first hour or charge a
cheaper price per refill for the next. If people already like what we’re offering
them, it won’t be difficult convincing them to stay a little bit longer for the free or
discounted refills.
If our coffee bar will have a competitor, we will make sure that our bar will
offer something that the others do not have, so that patrons would be wanted to
bring their friends to see the difference.

Pricing Strategy
Opening a café is great adventure but we should have knowledge of how to
structure the menu prices. Café pricing entails taking into account food cost, food
waste and overhead of the café. Including items that allow to made a profit on
food and beverages. Café pricing strategy calls for taking into consideration over
our operating expenses and using products that are going to be used for several
menu items. Pricing each items for attracting costumers on our café.
One of the most important things that we will consider is doing “bundle
pricing” which consists of offering a special price for several menu items. For
example, if we charge P45.00 for a cup of coffee and P60.00 for a sandwich, then
we will charge P90.00 for both items together. This helps to let people know that
they are getting a deal. We will also consider the “complimentary pricing”, for
example is offering a rock-bottom price for a latte such as P30.00 and charge
P50.00 for a biscotti then offering two items together.
Cost Plus pricing is another way of having a good pricing strategy by
determining all of the equipment, utilities, rent, etc., then adding a pre-
determined amount of money on top of it to reach our price. We will also build
loyalty and repeat business by offering customers something for free or a
discount. We will charge a very low price, compared to our competitors for the
common items, while raising the price on other items. We can also do it by
providing free products of some kind when customer spends certain amounts-
possibly increasing the value of freebies overtime.
The bar will set an affordable price for the products that it will serve. The
price charged for products and services will be set artificially low in order to gain
market share.