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Black SeaWe serve Art
Presented by :
Abhijit Dey
Anirban Ghosh
Aswini Sahu
Gaurav Bhattacherjee
Mohd. Umair Athar
Shayan Alam
Agenda
Introduction
Pentagon model
Triangle model
Store EBITDA model
Differentiation
Cost leadership strategy
Strategic resource management model
Introduction
Retail format - Tea bar/lounge
Serve short eats along with tea
Hand-made tea
Serve tea from all over the world
Competition in India
Pentagon model
Place
Size of store – 1500 sq.ft.
Location – High street
Design –
• Ceiling and floor
• Crockery
• Tables and chairs
• Vintage car with dining
Layout
Pentagon model (continued…)
Product
Menu
• Variants of tea beverages
• Single item snacks
• Combo meals
• Customized tea
Miscellaneous offerings
• Best-selling books section
• Games – scrabble, chess etc.
Pentagon model (continued…)
People
Touch screen enabled digital menu system
Training – Waiter cum store manager
Hospitality
Payback loyalty card
Pentagon model (continued…)
Value
Strict quality standards
Price range of products
Black Sea Premium card system
Pentagon model (continued…)
Pentagon model (continued…)
Communication
Positioning – Classy joint
Target group – 27 years to 60 years
Social networking promotions
Sampling our product in our catchment area
Screening of sports events
Publicizing - Saturday edition of T2
Word of mouth promotion
Triangle Model
Logistics
Limited requirement
In-store warehouse
Ask vendor to deliver at store
Supply
Procurement
Tea • Collect from dealers & brand owners quarterly basis
Milk & other fast perishable ingredients• Collect 2-3 times a week as per demand from multiple vendors• Procure in limited quantity as per demand
Long lasting food items• Collect once in a month/fortnight as per demand
Storage• Invest heavily to make it highly efficient• Daily stock checking will be done to avoid shrinkage & predict better forecast
Triangle Model (continued…..)
System
Timing
• 7 days a week. 10 AM to 10 PM. Make it flexible in peak days
Efficient software
• Provide Rapid& detailed data
• Keep fully digitalized ordering system with details
Equipment
• Required for making tea & other items in store
• Also to keep the storage at optimum level
Triangle Model (continued…..)
Store EBITDA
Calculation Black Sea (Rs Lacs / mth) Cha Bar (Rs Lacs / mth) Café Coffee Day (Rs Lacs / mth)
Coffee Bean & Tea Leaf (Rs Lacs / mth)
Trading Area Given 750sq ft 650sq ft 600sq ft 1000sq ft
Net Sales Measured = A 15,00,000 10,50,000 3,60,000 31,50,000
Retained Margin Measured = B 7,50,000 5,25,000 1,62,000 15,75,000
Retained Margin % Calculated C = B/A % 50% 50% 45% 50%
Store Opex : Measured = D
Rent 2,50,000 1,40,000 80,000 3,30,000
Salary & Wages 85,000 1,20,000 90,000 1,50,000
Power 30,000 25,000 25,000 40,000
Other Opex 50,000 45,000 30,000 60,000
Total Opex 4,15,000 3,30,000 2,25,000 5,80,000
Store ebitda Calculated E= B – D 3,35,000 1,95,000 -63,000 9,95,000
Store ebitda % Calculated F = E/A % 22.33% 18.57% -17.50% 31.59%
Differentiation
Electronically enabled digital menu system
Option of customizing tea
Vintage car dining
Bridging the gap between Café Coffee Day and Starbucks
Option to play chess over a cup of coffee
Cost Leadership
High Asset Turnover
One of the area of focus
Operational costs
Giving maximum importance
Value chain
Not focusing over here at now
Aiming to be cost focus company
SRM Model
Black Sea
GMROI(in Rs./month)
GMROF(in Rs./month)
GMROL(in Rs./month)
Merchandise Intensity(in Rs./month)
Selling Intensity(in sq. ft./emp.)
(GM/Sales) * (Sales/Inv.) (GM/Sales) * (Sales/Selling Ft.)
(GM/Sales) * (Sales/FTE Emp.) (Inv./Selling Ft.) (Selling Ft./FTE Emp.)
Gross Margin (in Rs.) 750000.00
5.00 1000.00 83333.33 200.00 83.33
Net sales (in Rs.) 1500000.00
Inventory (in Rs.) 150000.00
Selling Feet (in Sq. Ft.) 750.00
FTE Employees 9
COGS (in Rs.) 750000.00
Inventory turnover ratio (assumed) 5.00
SRM Model
Cha Bar
GMROI(in Rs./month)
GMROF(in Rs./month)
GMROL(in Rs./month)
Merchandise Intensity(in Rs./month)
Selling Intensity(in sq. ft./emp.)
(GM/Sales) * (Sales/Inv.) (GM/Sales) * (Sales/Selling Ft.)
(GM/Sales) * (Sales/FTE Emp.) (Inv./Selling Ft.) (Selling Ft./FTE
Emp.)
Gross Margin (in Rs.) 525000.00
5.00 807.69 65625.00 161.54 81.25
Net sales (in Rs.) 1050000.00
Inventory (in Rs.) 105000.00
Selling Feet (in Sq. Ft.) 650.00
FTE Employees 8
COGS (in Rs.) 525000.00
Inventory turnover ratio (assumed) 5.00
SRM Model
Café Coffee Day
GMROI(in Rs./month)
GMROF(in Rs./month)
GMROL(in Rs./month)
Merchandise Intensity(in Rs./month)
Selling Intensity(in sq. ft./emp.)
(GM/Sales) * (Sales/Inv.) (GM/Sales) * (Sales/Selling Ft.)
(GM/Sales) * (Sales/FTE Emp.) (Inv./Selling Ft.) (Selling Ft./FTE
Emp.)
Gross Margin (in Rs.) 162000.00
4.09 270.00 20250.00 66.00 75.00
Net sales (in Rs.) 360000.00
Inventory (in Rs.) 39600.00
Selling Feet (in Sq. Ft.) 600.00
FTE Employees 8
COGS (in Rs.) 198000.00
Inventory turnover ratio (assumed) 5.00
SRM Model
Coffee Bean & Tea Leaf
GMROI(in Rs./month)
GMROF(in Rs./month)
GMROL(in Rs./month)
Merchandise Intensity(in Rs./month)
Selling Intensity(in sq. ft./emp.)
(GM/Sales) * (Sales/Inv.)
(GM/Sales) * (Sales/Selling Ft.)
(GM/Sales) * (Sales/FTE Emp.) (Inv./Selling Ft.) (Selling Ft./FTE Emp.)
Gross Margin (in Rs.) 1575000.00
5.00 1575.00 131250.00 315.00 83.33
Net sales (in Rs.) 3150000.00
Inventory (in Rs.) 315000.00
Selling Feet (in Sq. Ft.) 1000.00
FTE Employees 12
COGS (in Rs.) 1575000.00
Inventory turnover ratio (assumed) 5.00
THANK YOU…