RAMZ D-Caf

RAMZ D-CafBusiness Plan

Presented By:Rahatullah KhanAehtesham BhuttaMuzamil HafeezZeenat Shams

National University of Modern languages(Management Sciences Department)

RAMZ D-CafS LOGO

IntroductionCompany with its product and services.Detailed view of product offerings.Market Research And Analysis.Business ModelCorporate PlanMissionGoalsObjectiveManufacturing and operation plansManagement TeamEmployment policiesFuture plans

COMPANY WITH ITS PRODUCT AND SERVICESThe Industry:

The coffee market and its various elements are what drive the coffee industry. Within the Market portion of the coffeeresearch.org site you will find information and statistics on coffee consumption, exportation, importation, and explanations of the world coffee market.

Hot drinks saw good growth in 2009, despite price increases coupled with a simultaneous decrease in spending power.

The major hot drinks players have built extensive distribution networks and these, coupled with the use of effective supply chain management, have allowed them to create a presence in most suburbs.

Consumer price sensitivity in Pakistan is expected to hamper coffees performance during the forecast period. However, given that tea consumption in Pakistan is among the highest in the world, any slowdown in coffee volume sales is unlikely to have long-term consequences for hot drinks, with consumption expected to pick up as consumer spending power increases.Company and the conceptRAMZ de-Cafe is a first ever hot and cold beverages shop with a unique touch of traditional Pakistani truck art culture.

It is solely profit oriented organization with a theme of providing excellent taste, magnificent services in accordance with traditional truck art culture.

We are here with worlds most popular coffee flavors and continental cold beverages in affordable price.

Concept behind this is that we have a unique place where we provide a variety of coffees which are not available anywhere in Pakistan. Main emphasis is on the quality of variety of items.

Why truck art theme?Pakistani truck art is worlds most unique and colorful. Painting a truck, rickshaw or bus can have many purposes. Some do it to attract customers, while others do it to keep up with the khans. It is surprising to see fleet owners (the trucks arent owner-operated) spend $3,000-$5,000 per truck for structural modifications.That convert these gas-guzzling, smoke-spewing, road-dominating monstrosities into beautiful moving canvases covered in poetry, folk tales, and religious, sentimental and emotional worldviews.It is getting popular in western world in every passing day and many foreigners get their vehicles painted by truck art craftsmen and have taken these vehicles to UK, Germany, USA and many other western countries.

DETAILED VIEW OF PRODUCT OFFERINGSCOFFEESRAMZ Irish Cream:Irish Cream Coffee takes three of the best things (Coffee, Cream, just a touch of coffee) and puts them all together. How can we get better than that?

RAMZ Caramel: The wonderful taste of caramel in your pot of coffee.

RAMZ French Vanilla:French Vanilla is basically a generic term referring to just about anything that has a strong vanilla aroma and containsgrains of vanilla.

DETAILED VIEW ContdRAMZ Hazelnut:Hazelnut coffee is the most popular flavored coffee in the world.!There isn't a flavor combination left that we haven't thought of, so whether you like the buttery nut flavor of Hazelnut all on it's own, or you like it with a dash of cinnamon spice or with chocolate Irish cream, we've got you covered!RAMZ Chocolate:Chocolate Coffee is your source for chocolates and flavored coffee drinks. It can help you find a variety of Chocolate Coffees, ranging from dark chocolate to white chocolate. RAMZ Coconut Cream: Immerse yourself in the sweetness and smoothness of coconut cream flavored coffee.

DETAILED VIEW ContdRAMZ Dark Roast:Darker roasts have a fuller flavor. Beans that have been over-roasted will take on a burned, smoky or charcoal flavor.

RAMZ Chocolate Truffle:This is a quick-fix coffee drink for any chocolate lover and, in my humble opinion, a bit better than your average mocha.

RAMZ Black Coffee: Black coffee is coffee served without cream or milk. We provided great taste of coffee.

DETAILED VIEW ContdRAMZ Cappuccino:A cappuccino coffee is a coffee drink made with espresso and steamed milk. The cappuccino is actually one of the most difficult coffee drinks to make right.TEAS

RAMZ Black Tea:Black teas get their characteristic flavor and color from a natural oxidation process, which follows initial drying and rolling of the leaves

RAMZ Green Tea:Green tea is made from un-oxidized leaves which Are simply heated after picking to destroy the enzymes that cause oxidation.

DETAILED VIEW ContdRAMZ Oolong Teas:Oolong, meaning Black Dragon, is usually from China and Taiwan (often called Formosa, its Old Portuguese name). It is a semi-fermented tea, a cross between green and black teas.

RAMZ Kashmiri Tea:Powdered almonds make this chai a little bit nutty, and you can really taste the cinnamon and cardamom as well.

RAMZ Ginger Tea:On a cold, wintry day there is nothing like a steaming, aroma-filled cup of ginger tea to warm you up and awaken your senses.

DETAILED VIEW ContdRAMZ Masala Tea:An Indian tea called masala tea of great taste is also available. People who like spices really like this tea.

DRINKSThe White Russian:Don't let the name scare you... this drink is surprisingly tasty and will leave you craving more.

Blue Hawaiian:There is something to be said for a tropical beverage.. It's refreshing, it's pleasing to the eye, it's absolutely delicious, pineapple juice, cream of coconut, a cherry and slice of pineapple

DETAILED VIEW ContdTequila Sunrise:Now picture yourself on vacation on a Mexican beach. You should have a drink in hand. The Tequila Sunrise is the drink for you. It is a perfect blend of tangy orange and sweet cherry flavor for any occasion.

Long Island Ice Tea:It's time to try a little stronger beverage.. It's time for a highball known as the Long Island Ice Tea.

Bloody Mary:The Bloody Mary is the perfect drink for you. The perfect spicy tomato flavor will cure any hangover and get you ready for round two.

DETAILED VIEW ContdSHAKESMango shake:Mango shake is one of the most popular shake around the world made of mango pulp blending it with milk and sugar.

Banana shake:Banana shake is also available. It is the blending of banana with milk and sugar make it very tasty.Pina colada:

Strawberry shake:A great taste of strawberry is also available. Strawberry shakes with different tastes and items are popular among childrens especially.

DETAILED VIEW ContdSHEESHAFlavors:

StrawberryAppleDouble AppleOrangeWinter FreshBlue mistChocolate mintStar Buzz.

MARKET RESEARCH AND ANALYSISMarket size:The overall market size of RAMZ is around 90000 of sector G6,G7, F8 and F6 and about 50000 working people in BLUE AREA which makes it a sizeable market for RAMZ.

The worldwide consumption of tea and coffee is increasing due to fast population growth rate and the coffee shop industry is growing at fast rate due to the trendy behavior of people.

Coffee shops make up the FASTEST GROWING part of the restaurant business, checking in with a 7% annual growth rate!

World coffee production is estimated at 110 - 120 million bags per year

14 billion espresso coffees are consumed each year in Italy, reaching over 200,000 coffee bars, and still growing!MARKET RESEARCH AND ANALYSISMarket Trends:

Price Increases Fail to Affect Sales:Hot drinks saw good growth in 2009, despite price increases coupled with a simultaneous decrease in spending power. This increase in prices was mainly due to a rise in raw material and commodity costs and, in particular, in milk and sugar prices.Health Trend Comes to the Fore:Consumer awareness of green tea and fruit/herbal tea has also been created, driven by major brands marketing strategies, but it will take more time to educate people about their healthy effects and benefits, especially as black tea consumed with milk is almost regarded as a national drink in Pakistan.Hot Drinks Features Domestic and Global Players:Nestl SA dominated value and volume sales of coffee in 2009, while Tapal Tea (Pvt) Ltd led tea, with Unilever Pakistan Ltd in second place. Distribution Reaches Suburbs:The major hot drinks players have built extensive distribution networks and these, coupled with the use of effective supply chain management, have allowed them to create a presence in most suburbs.MARKET RESEARCH AND ANALYSISTarget MarketGeographic SegmentationGeographically, cafe RAMZ will be confined with selected sectors of Islamabad city that includes Sector G 6, G 7, F 8 and F 6 and Blue Area. Reasons for targeting these sectors include their large distance from other coffee shops and nearness to the corporate people. Demographic SegmentationDemographically cafe RAMZ will be targeting corporate and business people, families and to some extent the students and most of all the foreigners as RAMZ will be of great attraction for the tourist depicting Pakistan truck art which is popular all over the world. Competition and competitive edgeRAMZ is in direct competition with Gloria jeans, moccoa coffee and espresso lounge and indirect competitors are Nescafe and local and international brands of tea and coffee.Estimated Market Share and Sales

BUSINESS MODELVision:To be the trend setters in market in accordance with high quality products with the essence of true Pakistani truck art culture.

Mission:RAMZ has the mission to provide famous hot and cold beverages in economical rates with the reflection of Pakistani traditional culture.

GoalsTo promote the Pakistani culture especially Pakistani truck art cultureTo provide worlds famous coffees and beverages in economical rates To Provide best services and high quality of products

ObjectiveTo produce high quality product and services to satisfy the customer wants and needsTo maximize the market shareEarn maximum profitTo capture the market of corporate sector of blue area especially.

Regulatory and legal issuesTrade mark:The trade mark of RAMZ de-Cafe is properly registered.

Sole proprietorship:RAMZ de-Cafe is a sole proprietorship business owned by the co-owners named Rahat, Aehtesham, Muzamil & Zeenat,. The are doing Masters in Business Administration with specialization in Finance, HR & marketing. Our strengths includes business strategy making, developing control systems, good at networking.

Geographical location:RAMZ de-Cafe will be situated in marina hotel basement, blue area, Islamabad

Regulatory and legal issuesSupply chain :

Purchasing material from market:We purchase all the raw material in bulk quantity from the metro and super market on quarterly basis.

Processing at RAMZ de-Caf:Second step is the processing or making of orders by our expert chef maintaining the quality and taste. Our chef is expert in developing a great taste and a variety of coffees and beverages.

Serving to the customersThird step is the serving in which our waiters serve to the customers.RAMZ de-Cafe business will operate on cash basis.

MANUFACTURING PLANProduction process:Our production process is actually the processing steps involved in the preparation of coffees, drinks and teas by our expert chef upon the orders placed by our customers. Fresh juices will be available as per the seasonal changes. All famous coffees are available and prepared hygienically and efficiently.Machinery layoutCoffee Maker:We have 2 coffee makers which are automatic because Investing in a coffee maker is an important decision and wants to save you the time of our worthy customers.Baking oven:A baking oven includes a housing having a baking chamber formed with a lateral opening, the housing having a top formed with a plurality of ventilation holes, a smoke filter mounted within the housing.

MANUFACTURING PLANMachinery layoutFood factory:These juicers are engineered to cope with a large output and a bigger demand than the average household juicer and as such will cope with high output without having its life span being cut short. All parts are manufactured to be extremely hardwearing so that you can rely on your juicer to keep going, no matter what demands you make of it

Tea maker:In order to guarantee professional results, the filter, filter holder and boiler distribution unit have been designed for professional use and can only be used with pods.

OPERATIONS PLANManagement Team:

OPERATIONS PLANManagement Compensation:

Employment Policies & Other Agreements and Bonus Plans:Increments: The Staff members will be given a decent increment after every one year, considering inflation. The employees who will show excellent performance will be rewarded with midyear increments.Bonus Pool: At the end of each fiscal year, the CEO of RAMZ will review its financial performance for the year and set aside a pool of funds to be used for distributing staff bonuses. Eligibility: All full-time employed staff members of the firm who have at least one full year of continuous employment with the firm are eligible for consideration for a bonus. Award Categories: Three performance bonuses, in amounts established by the firm, will be awarded to the three eligible staff members demonstrating, in the firm's view, the best overall performance for the year. Qualifications: following factors will be considered, Attitude Teamwork Loyalty Productivity Self-Motivation Skills (speed, accuracy, organization) Professionalism Interpersonal Skills Self-Improvement over previous yearOther Facilities: The employees will be given by 50% discount on the food items in the cafe.Potential Entrants:Substitutes:Substitutes are easily available. The direct competitors are Gloria jeans, moccoa coffee and Espresso lounge, Rivalry among substitutes is normal as none of them are offering home delivery service. Pricing StrategyCafe RAMZ will be operating on premium pricing. As the people of Islamabad are status conscious and they are ready to pay high for a quality product.

Sales Tactics: Here are mainly three tactics which Cafe RAMZ will follow:Product tacticsPrice tacticsService oriented tacticsTaste oriented tacticsServices:RAMZ de-Cafe will provide quality service.RAMZ de-Cafe will provide car parking for its customers.Comfortable atmosphere.WI-FI service.Promotions and AdvertisingPromotional ActivitiesThe survey had shown that people of the Blue area in particular are interested in such coffee bar as RAMZ de-Cafe for entertainment and relaxing purposes with a good and friendly environment with a touch of their cultural heritage after their hectic routine.Awareness Campaign

Company Launch CampaignAdvertising:Public relation Personal sellingDirect marketingSales Promotion.

Above The Line Advertising Media

Critical Risk FactorsManagement Risks:Retaining of managerial staff for long termManagement involved too much in day to day activities and Strategic Decision and long term planning may sufferPoor coordination between chefs and waitersIn house rivalry between the staff.

Marketing Risks:Customer may not respond as expectedLack of promotional budgetEmergence of potential competitors

Operating Risks:Maintaining quality of products.Serving the beverages in time to the customers.

Financial Risks:Entrepreneur lacks investment Recession in economyUnanticipated expenses Increasing prices of material used in our products

FUTURE PLANSExpansion strategy:In future we will expand our product line, such as burgers, steaks, and Italian cuisine. In future plan we will open our caf in various big cities of Pakistan including Lahore, Karachi & Peshawar.

Contingency planIf the theme of RAMZ de-Cafe will not be successful then we will move towards the traditional desi food items.

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