Campos Café

Background and Current Situation:

Campos coffee was founded by Will Young in 1997. It all started on a certain day that year.
Will Young experienced a life-changing moment in a cafe in Sydney. To this day, he only
knows that coffee is an ordinary scalding liquid. You can drink this kind of coffee to treat
fatigue. The durability of this kind of coffee is more necessary than pleasure. But this cup is
different. This is different from what he has never experienced before. It has a rich and
complex depth of flavor and a dizzy aroma that makes him happy. This is an extremely
superior experience. When the cup is empty, he knows life will be different. From that day
on, he decided to dedicate his whole life to coffee.

When Will Young visited the coffee plantation for the first time, he had a second epiphany.
There, he saw the power and great potential of coffee to change lives and communities. At
first drinking a cup of delicious coffee in Newtown is now a mission from the heart, aiming to
create more beautiful things in the world.

So far, Campos coffee has three flagship cafes in Australia, roasters in Sydney and Brisbane,
and a network of partner cafes throughout Australia.

Campos coffee pays great attention to the quality of its coffee. Every coffee bean comes
from carefully selected high-quality partners. They believe that high-quality coffee can only
be grown here with time, care and commitment, and there is no shortcut. Campos coffee is
proud of their long-term partnership with the best producers in the business. In some of the
most remote places in the world, their team spends a lot of time in their origin. They are
looking for the latest harvest, tasting, roasting, and working with partners to find new ways
to provide better crops than before.

In addition, Campos coffee also attaches great importance to social welfare. They believe
that social welfare is a collective responsibility. Campos coffee invests in all communities
where it operates. It is very important for them to get help for communities in need. Good
ethics means more than avoiding bad practices. This means actively supporting good
practices and helping to improve the education and living standards of all communities
working with Campos Coffee.

Current Situation of Target market:

We choose China as our target market for several reasons. First of all, China has a population
of 1.3 billion and is also the second largest economy in the world. Under these conditions,
China has a rich source of consumer customers, and their purchasing power cannot be
underestimated. In recent years, China’s coffee market has become larger and larger, and
the hidden profits are also quite amazing. The progress of the coffee industry and the
improvement of coffee quality have made the growth of coffee demand inevitable, reflecting
the consumption upgrade and consumption structure. Under big words such as adjustment,
the market explores and considers the unknown.

Coffee is an ancient business, but it still lasts for a long time. Starbucks was born in 1971 and
listed on Nasdaq in 1992. Since then, its sales have maintained an average annual growth
rate of 20%, and the average profit growth rate has reached 30%, the stock return is higher
than that of General Electric, Pepsi, Microsoft and so on. Today, Starbucks has nearly 4,000
stores in China. Based on the average annual turnover of a single store of 5 million, it
accounts for about 50% of the market share of chain coffee brands. Based on this, the
overall market share of chain coffee brands is about 40 billion. yuan. It is precisely because
of this that the entrants to China's emerging coffee market regard Starbucks as a goal of
transcendence. Transcendence is not about shouting slogans and arranging numbers. It is
more realistic to get through the strategic planning and operational logic suitable for
Chinese consumers.

However, the potential of the Chinese coffee market is huge, and there are many entrants
and challengers. Chinese and foreign coffee brands must have a battle. Old players believe
that the future coffee market still needs to determine the way out from the nature of retail
and the integration capabilities of the supply chain, while new entrants rely on technological
innovation. Advantages, I believe that the use of Internet logic and cognition to subvert the
original market structure is indispensable.

After Starbucks entered China, the Chinese people gradually changed their impression of
coffee. Before that, for Chinese consumers, coffee consumption was based on the basic
function of coffee, which was refreshing. However, Starbucks’ concept of the third place has
influenced Chinese people’s thinking about coffee. The scene and experience attributes of
coffee have been more deeply explored. The social and leisure functions of coffee shops
make it a place for modern people to gather for leisure and business negotiations.

In addition, more and more consumers regard coffee as a hobby, coffee is a carrier,
gathering groups with the same lifestyle or hobby.

Consumers began to taste coffee, not limited to the taste of coffee, the choice of coffee
bean origin and flavor, and the roasting skills, but also the coffee culture and brand concept.

With the growth of the Chinese coffee market, young people begin to pursue coffee quality
more. They will choose a coffee shop with a good environment to taste a cup of freshly
ground coffee, or even buy a coffee machine and make a cup by hand. The quality of coffee
has become the development trend of the coffee market.

Recruitment and Selection:

Campos coffee welcomes anyone who is interested in coffee and coffee to join us. Whether
you are drinking coffee or just entering the coffee industry, you can find a fulfilling career
here. First of all, we attach great importance to values. At Campos, our values are of the
utmost importance. They are the foundation of everything we stand for and ensure that we
attract the right people to help us accomplish our tasks. In order to be able to find like-
minded work partners, we will select suitable people through several steps.

Campos baristas must have many personal characteristics and skills, which will enable them
to perform their role. These skills and characteristics may include friendliness, attention to
detail, commitment to providing customer service, and the ability to work in a fast-paced
environment. Therefore, the first stage of recruitment should be to assume the role or
personnel description to establish the skills and characteristics necessary for the role. We
will evaluate each candidate’s score by making a table. These questions can allow the
interviewer to quickly understand an examiner. The content of the table is mainly for the
interviewer’s background, such as work experience and professional skills. Knowledge of
coffee and so on. We think we can quickly screen out the employees we need through such
interviews.

In addition, the most cost-effective form of Baristas recruitment and selection process is the
resume. The subsequent interview is because the local manager of Campos Coffee has a
clear understanding of the demographics and needs of the local customers, so it can easily
screen the potential applications for submitting resumes. Ideal and necessary skills and
attributes. Then, the manager can interview potential applications before deciding to
choose. Interviews have other benefits because it allows managers to identify the personal
attributes and characteristics of the application to assess how the application fits the existing
team, because the spirit and work model of many Campos coffee require a high level of
teamwork. We hope to cultivate an excellent work team through this method. In order to
effectively play the role of the organization team, we need members with different skills and
attributes. Inevitably, different parts of the operation require different skills. The overall
observation of the Campos coffee team shows the power of teamwork. Everyone has a
clearly focused role to ensure maximum efficiency and output quality. For example, one
person focuses on taking orders and making payments, another person focuses on placing
orders, and other team members continue to ensure that the store is clean and tidy, and the
store is well-stocked. This requires a high level of team communication and coordination, as
well as a high degree of trust, because those baristas who make coffee must trust their
colleagues in their orders. In recent years, the concept of teamwork within organizations has
received increasing attention. This is for good reason, because efficient teams are more
efficient and productive. In addition, it is good to empower team members in their roles,
which makes them feel closer to the organization and therefore more committed to
providing the best experience for customers or customers. At Campos Coffee, one way to
achieve this goal is to ensure that each team member has fully cross-functional functions
and provide them with scalable performance goals, which requires them to collaborate in
teams. Sufficient cross-functionality means that every team member appreciates other roles,
so they tend to focus more on results.

Training and Development:

Training and development are very important activities for all organizations to ensure that
employees are trained before they are assigned to any specific work item or task.

To run a good coffee shop, in addition to having a rigorous interview system to select
suitable employees, how to make new employees familiar with their work in the shortest
possible time is also a key, and good employee training plays an important role. Role. First of
all, we will hold a welcome party for new employees. We hope to feel our enthusiasm from
the first day when new employees start to work. Campos coffee treats every employee as a
precious partner. At the welcome party, Partners can get to know each other and encourage
each other, and hope to help each other at work in the future. We hope that the process of
employee training is joyful rather than boring. Working in a joyful atmosphere can
effectively enhance employees’ willingness to work and improve work motivation. . Then,
our trainers will give new employees a so-called training course, which is mainly an overview
of the company's history and culture and Campos coffee's strong social responsibility plan.
Then, introduce the new partners to the coffee itself, where the coffee is grown, how the
coffee is harvested and roasted, and how Campos coffee treats coffee growers. We believe
that Campos Coffee’s new partners know from the beginning that they are not just working
for another company that only focuses on profit. They know that they are working for a
bigger goal, and this organization will pay off.

In addition, we will also conduct special training for the target market. For the Chinese
market, we will first investigate the consumption habits and culture of Chinese people. From
the perspective of Starbucks’ successful experience in China, compared with domestic coffee
brands, China People prefer foreign brands and high-priced coffee. On the other hand, due
to the influence of Chinese traditional culture, Chinese people pay special attention to
etiquette and service attitude. As a brand-new brand, a good first impression and brand
image It is very important for us, therefore, we will especially remind our partners to pay
attention to their attitude when serving guests and keep smiling. In addition, after
investigation, we also found that from the perspective of coffee drinking structure, the
market share of freshly ground coffee in China is 18.0%, while the global share of freshly
ground coffee is 87.0%. In the choice of coffee category, freshly ground coffee with better
taste and aroma is in line with the trend of consumption upgrading. China's freshly ground
coffee market share will increase, and the increase in the coffee market needs to rely on
freshly ground coffee. Freshly ground coffee is our strong point. We will teach our
employees how to make our most classic coffee. At the same time, we will hold meetings
from time to time to discuss with you how much coffee is sold this week and which item of
coffee is sold. the best. According to the sales volume, we guess which style of coffee the
customer likes best, and then develop a unique coffee suitable for the Chinese market.

Performance Management:

Performance management is defined as "the process that helps to effectively manage

individuals and teams to achieve high-level organizational performance. In this way, it
establishes a consensus on the goals to be achieved and the methods to lead and develop
the people, which will ensure that the goals are achieved." Important It is necessary to
observe that from a human resource management perspective, performance management is
not only related to disciplinary procedures, but also related to ensuring that every employee
has the necessary support to achieve their goals and potential. Therefore, performance
management is usually closely related to learning and development, because in order to
maximize their potential, employees must continue to expand their skills and develop their
capabilities.

However, in order to monitor and improve employee performance, we must first set
appropriate goals and indicators, and apply metrics and benchmarks to these goals and
indicators in order to objectively evaluate employee performance and development.
Campos coffee has two core elements that form the basis of employee performance; these
are technical capabilities, which means the ability to consistently produce high-quality
coffee, followed by the ability to interact with other stakeholders including team colleagues
and customers. The former can be assessed objectively by observing agreed performance
indicators (such as production speed and taste consistency).
The second performance indicator evaluated is more intangible, involving perceived service
levels and interactions between customers and colleagues. In terms of interactions between
colleagues, this can be evaluated through various measures, such as 360-degree feedback,
observations by production line managers, and self-reflection during performance
evaluation. Research shows that, in general, individual employees have considerable self-
awareness of their own skills and abilities, and performance evaluation rarely highlights
anything that employees have not yet realized at least to some extent. However, the benefit
of performance evaluation is that it can show individual employee’s specific areas that can
be improved, or they can benefit from training to enhance their skills.

In terms of assessing the barista’s performance when interacting with customers, this can be
achieved through feedback forms and customer incentives. For example, it is increasingly
common for retailers’ receipts to encourage customers to provide feedback about their
services online. This has the dual benefit of helping the organization interact more with
customers and respond to customer feedback more quickly. If the specific questions in the
feedback questionnaire are related to the performance and service of the barista, such as
speed, friendliness and help, it can also be used to collect personal barista feedback. The
information collected from the feedback survey can be fed back to each barista in regular
performance evaluations to help them identify areas of development and subsequently
improve performance. As mentioned at the beginning of this section, performance
management techniques should not be designed only by disciplined personnel, although at
certain stages it may inevitably require certain employees to undergo discipline training.
However, best practices clearly show that regular performance reviews can help prevent all
such problems, just as they are held regularly and reasonably frequently, it should be
possible to prevent problems before they become a concern.

Compensation:

For us, good employees help Capos Coffee grow and develop in a good direction. However,
in today's tight talent market, employees have greater bargaining power and more access to
salary information than ever before, and it is essential to obtain compensation correctly.
Therefore, how to formulate a compensation strategy is particularly critical. As far as our
target market is concerned, the average salary of a Chinese is about 5,000 RMB. As the
second largest economy in the world, this salary is indeed low. We think it is difficult to find
the talents we need under such conditions. , So we set the starting salary at 6000 RMB,
which allows our new partners to enjoy a higher starting salary than others at the beginning,
which expresses the importance we attach to our employees. In addition, the salary of
employees will be adjusted according to their performance. We will conduct employee
evaluations every month. The purpose of this project is to summarize the employees’
performance throughout the month, such as customer feedback or customer complaints.
Factors will affect the employee's evaluation score. If the employee's evaluation score is
among the top three in the store, he will be rewarded. We hope to motivate our employees
in this way and make them full of enthusiasm and sense of mission. In addition, employees
who work at Campos Coffee can enjoy employee benefits during working hours, such as
providing two cups of coffee for free during working hours and an exclusive lounge for
employees. These benefits are provided because we want our employees to feel a sense of
belonging. Just like our values, employees are not just employees, they are important assets
of the company, but also our partners. We have always been willing to advocate this
concept, hoping to make employees feel happy at work. Creating a good working
environment is an important responsibility of a company, so that employees will have a
certain degree of loyalty to the company and be efficient more at work.

Summary:

After the above various assumptions, we found that Campos coffee is quite beneficial for
entering the Chinese market. Although it may be difficult to compete with Chinese domestic
coffee brands and Starbucks in a short period of time, whether it is the future development
of the Chinese coffee market or the current China People’s coffee drinking habits, etc., it is
not difficult to infer that Campos coffee does have certain advantages in entering the
Chinese coffee market. This is not only reflected in the coffee itself, but also in the store
atmosphere created by Campos coffee and the emphasis on customers. What Chinese
consumers expect from coffee shops? In other words, people who want to go to a coffee
shop basically want to enjoy a cup of high-quality coffee, and secondly, they want to have a
comfortable and quiet space to relax themselves. Campos coffee has done both of these. I It
is believed that as long as Campos coffee succeeds in causing a topic and creating awareness
in the Chinese coffee market, it will definitely be the third force in the Chinese coffee market
that is rapidly rising.

Reference:

https://www.payscale.com/compensation-today/2017/03/5-steps-compensation-strategy

https://musou.watchout.tw/read/l6rmpPiMQmZxopxXVVon

https://kknews.cc/zh-tw/finance/5j9lok2.html

https://slideplayer.com/slide/13015486/

https://valuesdrivenresults.com/starbucks-training-program-so-good/

https://www.ukessays.com/essays/marketing/introduction-to-starbucks-in-china-marketing-
essay.php

https://camposcoffee.com/careers/?ja-job=1074989

https://chinaqna.com/a/114148

http://careers.starbucks.co.uk/job-search-and-apply retrieved

https://makegoodcoffee.wordpress.com/starbucks-recruitment/