VII. A.

SWOT Matrix This SWOT analysis

Marketing Study

can

measure

the

cafe competencies and

identify opportunities to taken by business management in the future. SWOT / TOWS Matrix Strengths Quality and unique service. Uniqueness of concept and ambiance. Location is near target market. Wide variety of beverages. Affordable prices. Knowledgeable and friendly staff. Strategies Investing on staff training and empowering employees. Internal customers suggestions matter. Weaknesses Lack of marketing expertise. Might not be too appealing to general public.

Opportunities R.A. 6977 Magna Carta for small businesses. Develop and innovate more food products that suites the market's taste. Trend setting. Healthier menu items. Threats Change in customer's tastes preferring other brand to yours. Tight caf competition.

Taking up seminars about food establishments and how to run and make it efficient. Making a new trend by pursuing the cafs concept.

Developing quality new food items that suite to the markets taste and preferences. Enhancing competitive advantage.

Continuous improvement.

B. Opening Day Program Since opening day is the start of the operation of the caf it is very important that everything is in good place, because the invited one are the one who will critique the whole package of the business. Obento caf Opening day Program 10:00 - 10:15 a.m. Invocation THE PRAYER 10:15 - 11:00 a.m. Welcoming Remarks Fenny Jane Guevarra, owner of obento caf Sarene Pingol, owner of obento caf 11:00 - 11:30 a.m. Introduction to obento cafe Nicole, Calilung obento cafe Charmaine, Santos obento cafe Tanglao, Krisha obento cafe 11:30 - 12:00 noon 12:00 2:00p.m 2:00 11:00p.m Ribbon Cutting Eating Operating Hours Guest of Honors: Ms. Flordelita I. Arrozal, Manager of Coffee Academy Arroma Corporation, CEO of Aroma Corporation Mr.Ed pamintuan, City Mayor of Angeles City

C. Marketing Mix It is a business tool used in for anyone who has the plan to come with a business, this is very important for the group to identify what will be needing to make a successful and feasible business, it is also marketing mix is the tactical or operational part of a marketing plan. Product In making and developing the products of the groups caf, it is very important to know the primary preferences of the target market, their likes and dislike and favorite, so that when it comes to the final part were customers will consume the product, they will enjoy it support and go into the cafe. To easily identify these criteria the group conducted a survey regarding this matter, as a result the group tallied the most number of answers in every question and consider the top preferences. The group already knew what type of food and drinks should be chosen. Here are the following products of each item: Menu SPECIALTY (Obento Cafs Specialties)

Omurice - Omelet filled with seasoned rice and ham.

PASTA (Try our special pastas!)

Pasta Carbonara - Creamy pasta carbonara topped with bacon and fresh parsley. Linguine Marvini - Linguine pasta with a hint of lemon topped with fresh basil and cheese. Special Macaroni - A classic macaroni dish with burger meat. Sweet Style Spaghetti - Filipino style spaghetti with hotdogs. Creamy Pasta Alfredo - Extra creamy pasta alfredo with the prominent taste of parmesan cheese.

SANDWICH (Perfect snacks!)

Veggie-Cheese Sandwich - Grilled cheese sandwich with spinach and cucumbers. Ham and Cheese Sandwich - Classic ham and cheese sandwich. Summer Grilled Cheese - Classic grilled cheese sandwich with a touch of summer sensation. Egg Salad Sandwich - Classic egg salad sandwich.

SIDE DISH

Roasted Potatoes. Mashed Potato. Macaroni Salad. Sweet Potato Chips.

CAKES (Indulge your sweet tooth)

Chocolate Cake. Vanilla Cake. Berry Cheesecake. Blueberry Cheesecake. Cookies N Cream Cake. White Chocolate Strawberry Cake.

SMOOTHIES (Good for the kids!)

Berry Berry Blast Smoothie - A berry mix of raspberry, strawberry and blueberry smoothie.

Raspberry Lemonade Smoothie - Raspberry blended with lemon juice. Strawberry Smoothie - Special strawberry smoothie with real icecream.

HOT

Snowy Java Latte - A creamy blend of coffee topped with whipped cream and white chocolate bits.

Latte Aromatica - A unique blend of coffee with exotic aroma. Milky Way Latte - A creamy and sweet blend of coffee. Black Coffee. Cafe Americano. Cappuccino - The classic coffee with froth and cinnamon powder. Cafe Latte - A strong and creamy blend of coffee and milk. Caramel Latte - Coffee blended with sweet caramel. Mocha Latte - Coffee blended with delicious chocolate.

FRESH FRUIT SHAKES

Mango Shake Green Mango Shake Banana Shake Apple Shake

FRAPPES (Coffee blended drinks for everybody!) Choc Frappe White Choc Frappe Dark Choc Frappe Caramel Frappe White Mocha Raspberry Frappe

CREAMY SHAKES (Non-coffee shakes!) Choco Shake Cookies and Cream Shake Vanilla Milkshake Strawberry Milkshake Blueberry Milkshake

Place The location of our caf is in Angeles city, around Sto. Rosario Street. The group chose this location because, it is accessible for everyone, since it is located in a city more people will recognize it and more customer will be attracted. It is also located near schools, and other food and beverage establishment, surely competition is big in this area. The location has also a big impact with malls, after a long period of window shopping, buying items on super market or dress items, of course students would like to find a place where they can stay for a while and at the same time eat some food at the same place, because it is near to malls, target market can enjoy their stay here.

Promotion

It is very important into an establishment to spread what can be offered, since the caf that the group will be making is new to the public, it is important to make a big effort in developing some promotional and advertising strategies and activities. Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. These strategies are needed in promoting and advertising the groups cafe, and the following ideas and strategies are to be used as the groups tools in showing and presenting the product that the group wants to sell in the market: Prints advertising such as that in programs for events, trade journals, magazines, newspapers, through this wide range of advertising can be accomplish for the groups caf. Direct mail- it will be more personalized if the group will make this idea, it will be more appreciated by the customers since it is personalized. Outdoor advertising, such as billboards and bus boards- this will create a lot of money but because this idea is a trend now a days more customers will be curious about the caf. Brochures, newsletters, flyers, and posters- these are the basic form of advertising, even though they are used widely by other establishment, it is still effective because it has a minimum cost and popularly known.

Of course as time goes by, when the caf is starting to be known outside Angeles the group has to elevate their promotional strategy. Here are some of the groups options in innovation of their promotional activity: Sponsorships for special events (like fun runs) Participation in community projects and boards of directors Trade Shows the groups product and service might be one that is suited to exhibiting at a trade show attended by the target audience. Trade shows are typically one- or twoday events that allow businesses to set up exhibits or booths showcasing their products or capabilities. Fairs Give-away Coupons and free samples Conducting contests Price In providing products for the groups target market, price is another factor, the group has to come up in a cost were students as the main market can buy the items. While listing down the top answers that the group had gathered from their survey, the group also made a costing on the recipes that were prepared and chosen. Every recipe has a corresponding cost, from the ingredients up to the cost per serving. On those procedures the group can easily identify what are the items that fit the budget and really affordable for the target market. People This explains the target market of the groups establishment, since the location of the caf is near in schools our primary market are students, many students now a days would like to engage and try new things in their life, they would like to try different taste of service and product at an average price, a place where they can do simple paper works, chit chat with friends and classmates, that is our purpose, even though the groups caf is fitted for everyone of course it will be perfectly fitted also for the major market, the students. Other that students our next target market are the young professionals, they have the capacity to buy the items and it is also a place that they can spent with their coworkers, a place where they can unwind and meet with other friends.

D. Annual Calendar of Promotional Activities Different types of people have different preferences; every month they have something look and enjoy for, these annual calendar promotional activities will help the caf in creating ideas to attract more customers. Action Program Make advertisements like tarpaulins and banners. Use of social networking site advertisements Create a customer service, and have the management to train and retrain the service staff s to improve their customer contact skills and have a good customer-employee relationship. Have a good partnership with customer to discover ways to deliver better value.

Month January

Activity and Cost All customers will have free personalized calendar and personalized mug for a single receipt worth 900 pesos. ( mug worth 25 pesos and calendar worth 15 pesos each) Make advertisements like tarpaulins and banners. Use of social networking site advertisements Season of love- all loyal customers with their date will be given a free long stemmed rose.(every rose worth 15 pesos each) Message for love- customer will be given a heart shape card for then to right sweet words for their love one and at the day of the heart the management will post it on the wall of the coffee shop, twitter and official face book.(50 pcs colored papers worth 50 pesos that can make 200 pcs of cards) It will also design the place with full of heart and love The coffee shop will have cute and lovely cupcakes that will attract customer. Start of summer where the weather is dry, the management will improve the cold drinks and will give some discount for the loyal customer by having coupons for every 5 receipt you will get 1 coupon. Rainy season loyal customer will have a free umbrella if they spend 500 pesos above to their food and drinks. The coffee shop will have different variety of hot drinks for the cold weather that can refresh their body. Coupon Flyers- the management will hire promoters who will distribute the entire flyer for the customer to visit the coffee shop and for them to know the drinks and food that we offer, the discount items and meal packages. Meal Packages- it offers bundled pricing as a promotion.

February

March, April and May

June and July

August

September, October,

November and December

Set one price for 5 people or 3 people for families or group of friends. Even if the promotion offers only a small discount, the customers will perceive it as a deal and appreciate knowing exactly what to expect on the bill. Coupon Flyers- Some coffee shop hire promoters to pass out flyers with information about the restaurant. This can create instant customers if it's done correctly. The key is to include an appealing coupon on the flyer (such as a free drink with dinner or 5% off the bill) and to position the flyers at local attractions after shows and other special events. The management will decorate and design the place for the Christmas day style.