Business plan Essay Example | Topics and Well Written Essays - 3250 words - 1

Business plan - Essay Example The Encore Specialty Coffee shop is a substitute to other coffee shops because it offers its customers a refined and calmer environment. The cafà © does not have televisions or radios. There is subtle music that plays in the background. Also, the pictures of local musicians are displayed on the walls. The cafà © has overstuffed leather seats and sofas that are like a library. While it pays homage to past times, the cafà © is at the technological cutting edge because it has Wi-Fi and the most modern espresso machines. The Encore Specialty Coffee Shop measures its success based on whether its market share increases, leading to a rise in earnings. Currently, it has a local market share valued at  £40 million. Its success arises from the fact that it offers quality coffee and leverages on its small workforce. The cafà © selects the best coffee beans from the distributors in Middlesex. Encore enjoys larger profits because of its small size and, thus, lower overhead. Its management handpicks the baristas and offers them salaries that equal other chains. The research was aimed at determining the market size, competition, business opportunity and market analysis of the coffee industry in the UK. Several research tools were used. First, all the coffee cafes in Liverpool were profiled. Particulars that were studied included their size, the number of employees, and the array of products they offer. Other information that was collected included their annual revenue, business philosophy and anticipation for the future. A lot of traveling was done to different parts of the city. Questionnaires and interviews were created to get the most relevant information on the interviewees. They included the customers that frequented this coffee house, the employees, and the management. Questions regarding the products that were stocked other than coffee to carry out co-marketing were asked. The internet was used to