A Project Feasibility Study of Establishing Coffee Hills Coffee Shop in Tagbiliran

City

CHAPTER I

ABSTRACT
Coffee is an essential and widespread aspect of hospitality and is part of many, if not
most, travel and tourism experiences. Coffee consumption shown through cafes and
coffee shops is a resource for the development of coffee tourism. To attract more
customers and offer more products, coffee shops must be accessible to everyone, have
no barriers and implement the concept of accessible tourism. The purpose of this study
is to investigate whether cafes in Jakarta shopping malls comply with UNWTO
accessibility tourism standards. This article uses qualitative methods, including a
descriptive approach and domain analysis. The subjects of the study were 14 coffee
shops consisting of 7 brands. Primary data was collected through direct field
observations and interviews. An observation checklist and interview guide were used
during field data collection. The study found that coffee shop accessibility consists of
five dimensions: information, transportation, general requirements, universal design,
and accessibility. The results also show how each aspect of accessible tourism was
implemented in each coffee shop. Therefore, this study can contribute to improving the
quality of the industry and making coffee shops accessible to everyone.

INTRODUCTION
Coffee has become the most consumed beverage worldwide. Urban lifestyle has led
to a significant increase in coffee consumption. Visiting cafes, although an occasional
occurrence, has become a part of people's lives these days. A great coffee shop combines
a product, design, and experience that everyone can enjoy. But the coffee shop boom
must go hand in hand with ease of availability. This includes accessibility to
information, transportation to the location, online and website accessibility, and cafe
design (Wiastuti, Adiati, and Lestari, 2018). You may feel uncomfortable when visiting
restaurants such as cafes. Therefore, coffee shops must be carefully designed, remodeled,
and built to be accessible to everyone. In terms of attracting more customers and creating
a strong value proposition, coffee shops must be accessible to everyone, have no barriers,
and implement the concept of accessible tourism so that everyone can experience the
coffee shop experience.

To get the most out of your farm with coffee beans, you can open a coffee shop where
you roast, grind, brew, and serve coffee beans. We provide our customers with extremely
fresh and organic products with a local flavor. The store will also sell coffee. This is
where customers can purchase local coffee beans or beans. Adding to the marketing
prospects is the new Alturas Mall where I have secured space for a coffee shop.

This feasibility study is being conducted to ensure successful completion of this

project, taking into account legal, economic, technical, schedule and other factors.

The 1987 Philippine Constitution encouraged coffee production to support

agricultural development and private enterprise. Article 12, Paragraph 1 states as follows:
“The purpose of a national economy is to distribute opportunity, income, and wealth
more equitably. Sustainable increase in the number of goods and services produced by
the country for the benefit of its people; “Improving productivity is the key to improving
the quality of life for everyone, especially the poor.”

Millions of people around the world start their day with a steaming hot cup of coffee.
This drink is becoming increasingly popular in everyday culture and is known to have
many negative effects on the body. In most cases, these everyday drinks are associated
with lack of nutritional value and harmful effects on the body. Coffee is one of the most
popular beverages in the world. Some argue that it is the most widely consumed liquid in
the world other than water.

Coffee's success as a beverage is undoubtedly due to its caffeine content and sensory
pleasure. Coffee drinkers associate energizing caffeine with the richness and flavor of the
beverage that delivers it. Coffee is produced from the seeds of small red (sometimes
yellow) fruits that grow on a medium-sized plant between a shrub and a tree. The process
of turning these seeds into a beverage is a long and complex one, perhaps the most
complex involved in any major beverage.
 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter introduces literature and research related to this study. This chapter also
provides a synthesis of the state of the art, conceptual frameworks and paradigms, and
theoretical frameworks and paradigms. The purpose of this chapter is to understand each
idea in this study in terms of differences and relationships with other literature and
research. The data collected in this chapter were collected by the researcher through the
Internet and some books.

Coffee turns out to be the perfect social drink. It is based on roles and functions that
improve interaction and communication or relationships within society. In a given
situation, it is ideal to have a coffee shop that operates daily while meeting the needs and
preferences of the population (Jakle, 2002). In the context of this study, students and
other relevant consumers need coffee for several reasons. One of the most important
reasons students drink coffee is to stay alert and focused most of the time. This shows
why most students and staff at many universities prefer cafes that are open 24 hours a
day, 365 days a year to meet their refreshment needs (Lewis, 2011). From this
perspective, coffee plays an important role in improving student performance in
educational institutions. Coffee also plays an important role in the integrative aspect of
human existence.

A variety of people, including students, make coffee shops a meeting place to discuss
personal or general issues. These interactions can range from social interactions or
encounters to personal relationships between couples and girlfriend-boyfriend
interactions. It is ideal to remember that coffee is an aspect or component of the bond as
it reflects the camaraderie and togetherness between students and other stakeholders.
Most people depend on coffee for biological reasons as well. This may include
preventing or slowing down certain diseases (Parkinson's disease), eliminating colon
cancer, preventing vertigo, especially in the elderly population, and eliminating some
types of diabetes. It is ideal to save time and energy by receiving efficient and effective
service while drinking your coffee. The introduction and implementation of drive-
through services contributes to the automation of coffee shop operations (Balch, 2006).

This enables students and other stakeholders from the region of reference to save time
and energy as they enjoy their favorite beverage. Adoption of the drive-thru services also
contributes towards the elimination of the long queues of the coffee consumers thus
efficiency in service delivery and satisfaction among consumers. Several factors
contribute towards the consumption of coffee. One of the common factors in the
determination of coffee consumption is the social factor. The social context such as
personal relationships, executive or friendly meeting, and reunions lead to increase in the
consumption of coffee. The main reason behind the social factor is the environment of
influence thus the ability to embrace the situation with the beverage consumption. It is
also evident that students take coffee for psychological reasons. This is to maintain
mental alertness thus highly level of focus on the issues of concern. Consumption of
coffee is also associated with class thus the act of economic reasons in the determination
of coffee consumption (Blazey, 2009).

According to a Rappler article (October 19, 2015) “Coffee Remains the Philippines’
Main Beverage,” sales of coffee blends are driven by the National Capital Region (NCR),
Southern Luzon, and Mindanao markets. In Southern Luzon alone, approximately
320,000 households purchase coffee blends. In NCR and Mindanao, consumers spend
P193 and P110 more on coffee, respectively. Coffee blend purchases have steadily
increased over the past two years, increasing 11% in 2014 and 15% in 2015. Data also
shows that 93% of Filipino households purchase coffee blends at least once a week. In
June 2014, Great Taste's market share was 28.2%, and by June 2015, it had risen to
34.5% in the coffee blends category. The company captured an additional 8.3% of
Philippine homes while increasing consumer spending by P105. ($2.28) for one year.
Kofico's stock price rose from 23.9% in 2014 to 25%. Kopiko also gained more
customers, with the number of Filipino households purchasing Kopiko coffee blends
increasing by 8.7% in 2015.

According to the article of NickkyFaustineDe Guzman (October 20, 2017), “Brewing

a Coffee Country”, the Philippine coffee industry produces Arabica, Excelsa, Liberica
(Barako), and Robusta varieties, which are primarily grown in Bukidnon, the Cordillera,
and SOCCSKSARGEN region because of these areas’ favorable climate. But the local
yield cannot keep up with our need. Our ratio of coffee production to coffee consumption
is 35,000 metric tons produced to 120,000 metric tons consumed so we end up importing
more coffee than producing our own. According to the International Coffee Organization
(ICO) and the Philippine Statistics Authority, Philippine coffee production has been
decreasing by 3.9% per year over the past decade vis-a- vis our growing consumption of
coffee. If our local coffee farmers persist through their labor and see the beauty of
growing good quality coffee on their farms, they could earn as much as P100,000 per
hectare in four to five years according to ICO.
 CHAPTER III

METHODOLOGY
A. Project Proponent

Paolo Mendez Rigotti is the proponent of the business. He will be the owner and manager
of the business. As to qualifications, he is an avid coffee drinker himself. Professionally,
he has extensive experience in the food industry, and already own a well-established
coffee shop in town named Gelateria Milano. He has solid understanding of all aspects of
this retail business including inventory management, sales forecasting and planning,
marketing among others. He will utilize his experience to streamline business operations
and improve sales.

B. Proposed Name of the Business

The business will be named “Coffee Hills.” Many reasons brought the proponent to
choose this name for the store: Since they will proudly serve a 100% Boholano blend of
coffee the name of the store will recall the main symbol of Bohol’s “Chocolate Hills”; the
name “Coffee Hills” will not only represent the Coffee Shop, but also the main plantation
on the green hills in Dimiao, giving a sense of bio-friendly/organic production. The
acronym of the proposed name “CH” is also the abbreviation based on Switzerland's
official Latin Name “Confoederatio Helvetica”, the proponent’s origin country which
represents quality and accuracy.

C. Type of Business Organization

The coffee shop will be a sole proprietorship. This type of organization is faster and
has easier creation of the business, the legal restrictions are minimal and the owner will
be having a free hand in the decision making. Also, he will not be sharing the income
with anybody and enjoy its tax advantages.

D. Location of the Business

The store will be located in the newly opened Alturas Mall in Tagbilaran City. A letter
of intent was already passed to the leasing department explaining that the Coffee Shop
would require 40 to 60 square meters. For this concept, it’s ideal to have an open-air area
of about 10 to 20 square meters, for smoking customers and patrons who just want to
enjoy an al-fresco environment.

Coffee Hills could complement the business concept of the new Alturas Mall because
it may cater to the same target market. According to Alturas management, spaces will be
ready for tenants at the last quarter of 2015.
 STRENGTHS WEAKNESSES
Table 1. SWAT ANALYSIS
° Local Grown • Not
Coffee premium
• Unique coffee
(arabica)

OPPORTUNITIE
S THREATS

• Growing • Potential new

Preference for entrants in the
Eco-friendly coffee shop
segment may

CHAPTER IV

CONCLUSION
This study summarizes the ideas and results obtained and mentions how local coffee shop
owners and designers can utilize them. Research has shown that local coffee shops are places
where customers can meet a variety of needs while forming personal relationships. This is a
place that goes beyond just a cup of coffee.

To meet customer needs, both physical and emotional elements of the cafe must be
addressed to ensure customers feel comfortable, safe, and entertained in their environment.
Additionally, our research team highlighted the importance of the satisfaction that local coffee
shops provide to their customers. Customers can relax at their local coffee shop while staying
connected.

Local coffee shop owners must therefore consider how to harmoniously integrate spatial and
technological elements, taking these dynamic behavioral patterns into account. Lastly, we
emphasized the sense of belonging that local coffee shops emphasize. Customers seek out
opportunities to socialize and feel a sense of belonging to the community that local coffee
shops provide.

Local coffee shop owners should look for ways to connect their space with the community
and work to cultivate those relationships. In conclusion, our research team has explored various
aspects of the unique appeal and importance of local coffee shops and we hope to provide
inspiration to local coffee shop owners and designers.

CHAPTER V

RECOMMENDATION
For further empirical research, each dimension is first assumed as follows. You can learn
more about coffee business opportunities here. These dimensions provide detailed information
about which coffee shop elements work best. Please explain the cafe business field. Second,
future research is possible. We use a variety of research frameworks. The research frame can
change the atmosphere, employee attitudes, and influence the quality of the coffee shop's IT
services and coffee. Finally, the researcher suggests that future studies should be conducted to
study a variety of target respondents. From a management perspective, the results may be
useful to coffee shop managers. Stores need to develop more effective strategies to increase
customer loyalty to their coffee shops. Even when visiting the same coffee shop, people’s
satisfaction level varies greatly. Another coffee shop. The coffee shop business requires careful
attention to detail. Aspects that increase customer satisfaction and loyalty. coffee house. It is
difficult to change the image in the customer's mind. Customer satisfaction can go a long way,
so managing all the elements that make up the attributes of your coffee shop business should
be your top priority. Therefore, managers and even cafe owners must adapt well to the
situation. Industry change. Moreover, depending on the mood or atmosphere, the quality of
coffee is not enough to maintain competitiveness.