Company name: Caffee Tabie

Samuil Bianca Mihaela ; (group 118)

Company overview

General company data

The company Caffee Tabiet is owned by Traian Ispasiu, CEO of three coffee shops which were
founded using private investment funds, estimated at the sum of 140,000 euros.The coffee shop
developed in time as it can be noticed inTable 1 Error! Reference source not found..Error!
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Average
number
Subscrib of year of
CAEN ed employe Legal establishm Turnover Turnover
code Capital es form ent in 2014 in 2015
421439 641 223
5610 200Ron 4 SRL 04.11.2009 Ron Ron

Table 1 General company data

Coffee-shop presentation
Caffe Tabiet represents more than an ordinary coffee house due to the fact that it is also a coffee
shop and a take-away point, which is opened 24 hours out of 24.The headquarters are
established in buildings having both ground floor, where people can purchase selected products
and coffee rooms on the first floor. In the coffee shop, customers are offered a wide variety of
choices, coffee assortments, which they can choose to blend and bruise right on the spot,
obtaining a more fresh aroma. From the take-away point people can purchase a high quality and
coffee which flavors vary according each country of origin. The coffee processing differs
according to customized customers needs and wants, therefore Cafee Tabiet offers to consumers
a diverse range of recipes. The preparations of beverages requires professional equipments and
expertise in cooking domain, factors of production which represent the strengths of Coffee
Tabiet’s performance.

The main factors which rate the coffee shop services with high standars are based on product
innovation, knowledge in the coffee industry, flexibility and efficiency in meeting the
customers’ needs(Figure 1Figure 1 Company's objectives).
Company name: Caffee Tabie
Samuil Bianca Mihaela ; (group 118)

COMPANY'S OBJECTIVES
Product quality Customer services Competitive Price

30%
40%

30%

Figure 1 Company's objectives

Start-up costs for one venture (Figure 2):

 Required costs for incorporation of the company at Trade Registry
 Limited liability company-standard cost 200ron;
 Establishing headquarters real cost: approximate 50000 Euro;
 Supplies for the customer capacity of min. 100costumers-estimated cost of 30.000Euro;
 Hiring minimum 6employees and paying them salaries varying from 800-1500 de lei;
 Building rental of 2.500 de euro
 Taxation fees and other utilities costs of 800 euro
 Other added costs for equipment, design etc.

Total Start-up cost of 50.000 euro

supplies employee payable

building rental taxes/utilities
equipment and other expenses

Figure 2 Start-up costs

Company name: Caffee Tabie
Samuil Bianca Mihaela ; (group 118)

Historic development
The owner of the Caffee Tabiet, Traian Ispasiu begun his career as an entrepreneur by setting
up an auto service, providing installation and repair assistance for customers. After 3 years, The
CEO of Caffee Tabiet changed the working domain and in 2006 he opened his first coffee shop,
creating the brand of Caffee Tabiet. Traian Ispasiu is the executive director of Entrepreneurship
Association of Romania, having a broad entrepreneurial experience in the hospitality
domain.After the owner of the coffee shop opened his first service based company and closed
it due to rental related reasons, he switched to a more challenging branch, Fast-moving
consumer goods area.Moreover, the owner took the decision to invest useing private funds in
his first coffee shop, Caffee Tabiet. The coffee shop was first created in 2006, based on the idea
of a classic design. In the next year, the shareholder of Caffee Tabiet established new
headquarters in the old city center, attracting more customers and improving in product quality
and distribution.

Location and commodities description

Consumers can choose from a variety of products, a wide variety of coffee based beverages,
gourmet specialties, chocolate, fresh juices, cocktails, both imported and local produced
assortments of wine.The ’’all you can eat’’ menu offers a large range of ready-cooked products
for lunch time, from traditional cousine to appetisers and deserts.
Caffee Tabiet was set up using a modern interior design with classical tendencies, comfortable
furniture and special equipments , which aim to create the proper atmosphere in order to sustain
customers need for leisure and entertainment. The location has a capacity of 70 customers,
allowing the staff to reorganize the interior equipment, furniture, for special occasions. Caffee
Tabiet’s services provide the organisation of events which customers can book in advance
for,such as:private parties, corporate parties, weddings, conferences, products promotion and
workshops.The statistics showed that during times of celebration,during december month,
holidays, christmas, new years eve, the customers flow increase and sales went up (Figure
3Error! Reference source not found.) .
Company name: Caffee Tabie
Samuil Bianca Mihaela ; (group 118)

Increase of sales
25%

20%

15%

10%

5%

0%
Organized events

corporate/private parties product promotion weddings

work-shops during december holiday New Years eve

Figure 3 Increase of sales

Structure of the company & functions

Marketing strategy
Operating according to the marketing concept of customer relation, which is an ’’outside-in
perspective’’,the Coffee Tabiet is functioning primarily by giving priority to consumers
demands, aiming to satisfy their wants, but also taking into account the products development
and innovation.
The owner of the three coffeshops, Traian Ispasiu, launched a new concept for the consumer
market, that is the coffee and take-away concept- Caffe Tabiet.The headquarters of the company
were established in an office building and target the consmers whose preference is for good
quality coffee and exceptional consumer services. Besides the ordinary cup of coffee which is
served there, customer have also the possibility to make aquisitions, such as bulk coffee(wrack).
The customer can choose to select coffee beans which best meet their prefered aroma and to
bruise them right on the place. The owner takes into cosideration product innovation and claims
that by offering more alternatives, sortiments of coffee and by giving customers the option to
choose their product, which they will consume right on the spot, would bring more
satisfaction.The consumers will experience by other means the idea of enjoying their cup of
coffee. There are 5 types of coffee- Santos (Brazil), Etiopia, Honduras, Tanzania and India,
which Caffe Tabiet is currently selling and offering them wrack also.
Moreover, there is a ’’take away’’point which, unlikely the coffee house, is sheduled to be
opened 24hours. There people can purchase up to eight kinds of beaverages, out of which 4
products will be coffee based.
The owner states that the idea of setting up a take-away point was triggered mainly after
conducting a market research and observing that there are many coffee consumers who are at
the same time employees and work on the night shift, but there are no coffee shops providing
them with this needed product late at night, nor providing them 100%arabica coffee at a
competitive price.
Company name: Caffee Tabie
Samuil Bianca Mihaela ; (group 118)

Coffe Tabiet started from the idea of the owner of establishing an enterprise which main
objectives are: investing time and patience in preparing a wide variety of products which will
meet many customer preferences, needs and focus on offering high quality consumer services.In
addition, the prices of the products vary from 3 up to 18 lei and the accumulated cost of the
building equipment with 25 places for costumers was about 80.000euro.

Products and customization

The customers have the choice to personalize the location for speacil occasions and the product
according to their preferances. There is a variety of beverages from american coffee, espresso,
cappucino, caffe latte, to imported coffee, originated from Honduras, Brazilia, India etc. The
supplies are consisted of coffee beans that grow on different sortsof soil. They are harvested,
dried, roasted using a variety of procedures which enables their aromas to blend in special
conditions, taking into account also environmental factors, climate and humidity. Caffee Tabiet
offers customers types of coffee that are being imported and that originate in Etiopia, Honduras,
Tanzania, Brazil, India.
Etiopia coffee is Arabica coffee, collected from Kaffa.The coffee assortments can vary from
each lot to another and the dryprocess enhances their aromas.
Honduras coffee also varies depending on the region. It’s specific feature is the pronounced
sweetness and low level of accidity, which makes Honduras coffee perfectly for espresso
processing.
The characteristics of tanzanian coffee represent amber aroma and high level of acidity.
Brazilian Coffee is the most exploited and it prevails in the majority of beverages Cafee Tabiet
has oto offer. It’s features are sweetened aromas, low accidity levels, nutty and bitter chocolate
flavors. Besides espresso, Brazilian coffee can also be served french press.
Indian Coffee has balanced, light flavors, low acidity and subtle juicy taste.There are two types
of coffee: India Plantation(Arabica) and Cherry(Robusta).
For each of these products above, customers of Coffee Tabiet can choose their own mix and
flavors that better fit their taste.

’’Specialty goods and services are consumer products with unique characteristics and brand
identity. Because consumers perceive that specialty goods have no reasonable substitute, they
put forth a special effort to purchase them.(...) the Internet helps buyers find specialty goods. In
fact, some specialty goods can be sold exclusively on the Internet.(..) Whether a good or service
falls into a particular class depends on the individual consumer. Coffee can be a shopping good
for one consumer, while flavored gourmet roast is a specialty good for another.(...) Marketers
must carefully monitor their customer base to determine how consumers perceive their
products.’’ (Courtland L. Bovee, 2007)
Therefore Caffee Tabiet presents a well operated online customer database, consumers can
complete forms for booking the location or buying specific products and customizing them
according to their needs.The staff of the coffee shop will record their preferances, trying to offer
the best services, promotional offers for events (Table 3) and competitive prices(Table 2).
Company name: Caffee Tabie
Samuil Bianca Mihaela ; (group 118)

Products Price Quantity

American
coffee 9 lei 200ml
Espresso 10 lei 100ml
Caffe Late 13 lei 250ml
Cappucino 12 lei 200ml
Coca Cola 6 lei 500ml
Fresh juice 10 lei 500ml

Table 2 Beverages Prices

Number
of included
Menu people products Price
coffee coffee,
break water,
standard 20 coca-cola 9 lei each
fresh
coffee juice,
break coffee,
exclusive 20 croissant 13 lei each
cookies,
frappe,
Delights 10 cake 22 lei each

Table 3 Events menu offers

International Franchising
”Some companies choose to expand into foreign markets by franchising their operations.
International franchising is among the fastest-growing forms of international business activity.
Under this arrangement, a franchisor enters into an agreement whereby the franchisee obtains
the rights to duplicate a specific product or service(..) franchising is a good way for them to
enter the marketplace. By franchising its operations, a firm can minimize the costs and risks..”
Moreover, Caffee Tabiet offers franchising opportunities for entrepreneurs who would want to
enter the market targeted with a well established brand and high quality products ratings.
(William G. Nickels, 2016)
Company name: Caffee Tabie
Samuil Bianca Mihaela ; (group 118)

Bibliography
Courtland L. Bovee, J. V. (2007). Excellence in business (ed. 3rd). Upper Saddle River:
Pearson/Prentice Hall. Preluat de pe
http://opac.biblioteca.ase.ro/opac/bibliographic_view/211138?pn=opac%2FSearch&q=excell
ence+in+business#level=all&location=0&ob=asc&q=excellence+in+business&sb=relevance&s
tart=0&view=CONTENT

William G. Nickels, J. M. (2016). Understanding business (ed. 11th). New York: McGraw-Hill
Education. Preluat de pe
http://opac.biblioteca.ase.ro/opac/bibliographic_view/205240?pn=opac%2FSearch&q=unde
rstanding+business#level=all&location=0&ob=asc&q=understanding+business&sb=relevance
&start=0&view=CONTENT

Table of Contents
Company overview .................................................................................................................................. 1
General company data ........................................................................................................................ 1
Coffee-shop presentation ................................................................................................................... 1
Start-up costs....................................................................................................................................... 2
Historic development .......................................................................................................................... 3
Location and commodities description ............................................................................................... 3
Structure of the company & functions .................................................................................................... 4
Marketing strategy .............................................................................................................................. 4
Products and customization ................................................................................................................ 4
International Franchising..................................................................................................................... 6

Table 1 General company data ............................................................................................................... 1

Table 2 Beverages Prices ......................................................................................................................... 5
Table 3 Events menu offers ..................................................................................................................... 6

Figure 1 Company's objectives ................................................................................................................ 2

Figure 2 Start-up costs............................................................................................................................. 2
Figure 3 Increase of sales ........................................................................................................................ 3