COMPETITOR NAME PRICE TARGET STRENGTHS WEAKNESSES

MARKET

The Library Premium High  Located in a  The products and

Pricing Income shopping mall. services provided are
Strategy Earners  Provide a range of not pocket friendly.
novels and other  The surrounding
books. environment is noisy
 They have unique therefore not suitable for
interior design working.
where they make
more sitting space
within a small room.

Bao Box Value Based Medium to  They have a wide  The place is not well
Pricing High variety of games for known.
Strategy Income all ages.  No Wi-Fi available to its
Earners  They also have a customers.
small section for
non-fiction books.

Connect Coffee Roasters Cost Plus Medium to  They have good Wi-  No resources are
Pricing High Fi and ample provided to the
Strategy Income parking space. customers.
Earners  They source their  The meal and beverage
coffee through menu are very small and
sustainable farmers relatively expensive.

Artcaffe Competitive Medium to  A very big sitting  The quality of food

Pricing High space is provided provided today differs
Strategy Income with free seating from that provided
Earners option. tomorrow.
 They have a strong  The quality of beverages
loyal customer base. provided is sub
standardised.
CATEGORY FACTORS AFFECTING THE BUSINESS IMPACT ON THE BUSINESS

Political Africa is one of the popular countries in which coffee is produced. Wolf Libafé will be positively impacted because the sourcing of su
Therefore, for the business to thrive there needs to be good trade coffee can be easily supplied given the supplier-customer relatio
relations with the supplier (Farooq, 2019). remaining positively intact.

Economical Kenya is a developing country. The GDP is promising and Kenya is This is a positive impact in Wolf Libafé because if the GDP is promisin
continuously growing with the help of its speciality production of means that there is scope for the business to improve and expand in ma
flowers, fruits and mainly tea and coffee, which is extremely other than the main town.
popular in European countries (Farooq, 2019).

Social The general public is continuously becoming more and more health This is an opportunity for Wolf Libafé because the coffee they are
conscious by the day. This means that they prefer consuming from farmers is sustainable as well as organic. Therefore, attracti
products that are organic and healthy to their system (Farooq, clientele in the business, consequently generating more revenue.
2019).

Technological There is a steady rise in the use of domestic coffee appliances and This is an impending threat on Wolf Libafé because if customers or the
machines. This means that people are now looking into procuring a public sit at home and make their own coffee then the business will no
coffee machine and use it from home rather than going out to cafés to generate as much income as anticipated.
(Farooq, 2019).

Environmenta There has been an increase in awareness of sustainable business Wolf Libafé will be positively impacted as sustainability one of the co
l practices over the years. Therefore, many businesses as well as core values. Moreover, the business will be implementing and promo
customers prefer to use recyclable or bio-degradable products for use of bio-degradable products in their everyday business operations.
their business operations (Farooq, 2019).

Legal The GMO levels in coffee are usually high and therefore the coffee Wolf Libafé can take this as an opportunity to train or educate its local
can be harmful to consume because of the high levels of chemical on the aspect of special engineering for growing coffee that has low c
contents in the coffee (Farooq, 2019). levels that are harmful to the general public.
 STRENGTHS
 Strong Wi-Fi speed with sound proof working cabins.
 A wide range of fictional, non-fictional and other materials for
people to use.
 Eco-friendly products are provided to promote sustainability.
 Affordable prices on the menu for meals, beverages and usage of
premise services like sound proof cabins.
OPPORTUNITIES
 Wolf Libafé can create strong relations with its suppliers to ensure 
that they get the best deals for coffee and other raw materials
needed at the premises for producing meals and beverages.
 There is an opportunity for Wolf Libafé to open new branches 
across the country.
 There is an opportunity for Wolf Libafé to introduce a special
section in the menu for health-conscious people by providing
them a vegan friendly option or organic option.
WEAKNESSES
 Since the business is not available in the market it is difficult for
Wolf Libafé to set up a loyal clientele base.
 The initial costs are reasonably high to set up Wolf Libafé, thus
making it difficult to establish the business.
THREATS
There is a limited market share left to be acquired as there are
already several competitors who have already secured their
market share.
Due to the current COVID-19 pandemic, the market performance
is very unstable due to the fact that peoples’ disposable income is
very low. Consequently, creating a dent in the financial
performance of the business.
 The customers are very sensitive to prices, i.e., a small increase in
the price of the products and services can lead to the customers
shifting to competitors who are providing a lower price.
PROMOTIONAL METHOD PRICE TOTAL PRICE FOR 100 VIEWS/CLICKS

YouTube KES 5 per view KES 500

Instagram KES 356.00 per click KES 35,600

Facebook KES 1.50 per click KES 150

Wolf Libafé Website KES 65,000 KES 65,000

Wolf Libafé Merchandise Products KES 50,000 KES 50,000

TOTAL BUDGET KES 119,250

PROMOTIONAL METHOD PRICE TOTAL PRICE FOR 150 VIEWS/CLICKS

YouTube KES 5 per view KES 750

Instagram KES 356.00 per click KES 53,400

Facebook KES 1.50 per click KES 225

Twitter KES 1.10 per view KES 165

Posters KES 20 per poster KES 3,000

Wolf Libafé Website KES 65,000 KES 65,000

Wolf Libafé Merchandise Products KES 50,000 KES 50,000

TOTAL BUDGET KES 172,540

KEY RISKS HOW IT AFFECTS CONTINGENCY PLAN

COVID-19 Pandemic The government has implemented rules and regulations
to be followed to operate business within curfew hours of
10:00 pm but businesses need to shut by 7:00 pm latest.
During such grave situations service industry businesses
are told to keep the sitting arrangements to only to a table
or they have to operate on take away option only.
To only allow the last order to come in at 6:45pm after
which the business is closed for any customer. Moreover,
Wolf Libafé could apply stickers on their seats to ensure
the one-meter distance protocol is adhered to. Finally,
Wolf Libafé could sign up with Glovo, Jumia Foods to
deliver their meals and beverages across the town.

Machinery Wolf Libafé will be looking into implementing Employees hired at Wolf Libafé can be taken into special
Mishandling and multipurpose high quality coffee machines in the training programs that will teach them how to use the
Mismanagement business to prepare the various kinds of coffee in the machine, how to clean it and how to properly manage
business. However, these machines are very complicated this expensive machinery.
to use and manage. This means that if the machines are
not used properly then there will be high repairing and
management costs.

Damage or Theft of In every business, minor theft is very common despite The business will be installing CCTV cameras that will
Resources the strict regulations and policies. also have special night vision in them in order to monitor
Furthermore, since Wolf Libafé will be providing hard the mischiefs happening within the premises.
copy resources damage on those resources is highly
possible as well.

Food Licensing There are several food health and safety regulations that Wolf Libafé can ensure that they fumigate the business
Regulations every business must adhere to, for example one of the premises every fortnight to make sure there is no animals
health and safety regulation is the fumigation of the or other fungi that are likely to contaminate the food and
kitchen and business premise to ensure there are no make the customers ill.
roaches, rats or other animals that can contaminate the
food.