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MGT 325i ENTREPRENEURSHIP
BUSINESS PLAN
for
Mr.Awang Ysup Adam

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2.The Companym m m
3. WHAT WE SELL mm
STARBUCKS COFFEE PRODUCTm mm
4. Starbucks SWOT analysism mm
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Starbucks coffee is fast-food coffee restaurant that offers high quality roasted coffee beans and
coffee based drinks since we opened the company in 2009 for a year now it has been serving
high quality coffee to its customers and has become a well-known brand of coffee, At Starbucks
we sell coffee, Mochachino , cappuccino, and we also got fast-food like cakes, muffins, salads
and pastries. And for our service we offer free WI-FI, Wireless internet for our paying
customers. We at Starbucks are mainly targeting the working class citizens who are too early to
have their breakfast at home.

Having competitors in the market like coffee bean and other little coffee shop help us remind our
self¶s that we are not the only coffee shop in the business and we need to keep our standard
therefore focusing on our goals and objectives, working very hard with our deducted staffs and
management we will make Starbucks the leading coffee maker in market.

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ESTABLISHMENT

We Starbucks Coffee Sarawak in The Spring shopping mall Kuching in July 2008 with a great
launch opening ceremony by Sarawak Chief Minister Tan Seri Abdul Taib Mahmud and his
daughter Hanifah. Starbucks Coffee is the second outlet in The Spring shopping mall Kuching
and this make an opportunity for us in expanding our business since our first outlet in Airport
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International Kuching in 2007 (The Star Online, 2010). Opening this Brach cost¶s us a few
thousanddollars estimated to be 25,000USD for the shop lot then another 70,000USD for the
whole machines and special coffee making machines and fixed assets.

LOCATION

First of all, location is important in this business where the location which we choose can
determine the strategic of the places and develop new market. Our Starbucks Coffee was located

at ground floor in The Spring shopping mall with big space of 1,484 square feet indoors and 274
square feet outdoors (Etawau, 2010).The place that they choose is more convenience place where
it has many variety shops for customers to do them daily shopping and places where they can
enjoy eating many delicious foods near to Starbucks Coffee.

The Spring, Kuching

Lot G10, Ground Floor, The Spring,
Lot 7196, Section 64, KTLD
Jalan Simpang Tiga, 93100 Sarawak ,Telephone: 6014 ± 390-5740

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Our company Starbucks Coffee offers many variety of foods and beverages such as foods in term
of cakes, pastries, and salad while in beverage in term of espresso, Frappuccino, and others
coffee with a high standard quality of coffee from outside the country. The Starbucks Coffee has
come out with the new menu which is fruit juice ice-blended with mango and Besides that we
offer foods and beverages, we also provide a free WI-FI for customers to do online while waiting
for their orders to come (Etawau, 2010). We open daily operations from 9 am to 11 pm where

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the customers can have their long relax and enjoy the aroma of the best coffee while surf the
Internet there.

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Our concept of productivity is generally defined as the relation between output and input which
has been available for over a few years and applied in many different circumstances on various
levels of aggregation in the economic system. It been argued that productivity is one of the basic
variables governing economic production activities. However, at the same time as productivity is

seen as one of the most vital factors affecting a manufacturing company¶s competitiveness.
(Understanding the concept of productivity).

Our daily production of sales look like this below to customers. Below is the productivity of our
production.

Estimated output daily= 1,200 cups

Estimated input daily= 200 units
Productivity= 1,200 = 6 units per cups
200

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In this chapter the paper will explain the a method of measuring a company¶s performance using
useful tool for understanding and decision-making for all sorts of situations in business and
organizations called the SWOT analysis,( Alan Chapman 1995-2006) ,SWOT is an acronym for
Strengths, Weaknesses, Opportunities, Threats. The use of SWOT analysis could be for business
planning, strategic planning, competitor evaluation, marketing, business and product
development and research reports.

SWOT analysis for Starbucks

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 Weaknesses
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Ɣ Alienation of younger, domestic market
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Ɣ Cultural and Political issues in Malaysia

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†m Our company is known for its product diversification as we boast of the same coffee you
take in the spring is the same you will take in other Sarawak or any outlet this is a
strategy which is very strong for our company.

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 †m Our Established logo developed brand ,copyrights trademarks and website all this are
involved in the, the strategy of our company for example the Logo is wide known it is
their trade mark

†m Most of our locations are well centrally located to attract customers ,We also keep a
good relationship with suppliers ,They are the industry leader in this business and within
its local competitors in Malaysia ,Most of our consumer remain loyal to Us

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´m The sizes of their shops are usually small in size because of the search for good location
they sacrifice size of shop and have less customer. They focus on expansion most of the
time giving internal focus less attention
´m Their number of competitors are ever on the increase in new markets like Sarawak

´m Their greatest weakness is the price of their products which are so expensive.


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Ôm The starbuks can penetrate into the smaller retail markets with new technologies
advancements
Ôm The starbucks can also introduce delivery channels to work place or homes.
Ôm Starbucks can also introduce new products. And as well expand their brands. But they
should focus more on the local markets here in Sarawak
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am Cultural and political issues in malaysia is one of the biggest threat and more
consumers are running away from caffeine not a healthy choice so they are losing in
terms of caffeine consumption.
am The price of the coffee for a cup is too expensive compared to its local competitors.
am To many competitors in the market to compete with for example coffee bean.
am Alienation of younger, domestic market segments

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Our Coffee

It has always been, and will always be, about quality. We¶re passionate about ethically sourcing
the finest coffee beans, roasting them with great care, and improving the lives of people who
grow them. We care deeply about all of this; our work is never done.

Our Customers

When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers ±
even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but
our work goes far beyond that. It¶s really about human connection.

Our Store

When our customers feel this sense of belonging, our stores become a haven, a break from the
worries outside, a place where you can meet with friends. It¶s about enjoyment at the speed of
life ± sometimes slow and savored, sometimes faster.

 
 
At first targeted office workers, with middle to high incomes, who had a desire to purchase
premium products later we introduced the FREE Wi-Fi connection to target on students who
have extra to spend and the introduction of drinks for kids . Therefore this will focus on
³creating´ new demand from these existing consumers who up till this point may not have tried
some of our new coffee drinks

The decision of selecting target segments can be assessed by looking at market factors,
competitive factors, and political, social, and environmental factors (Jobber, 1995).

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eliminated the cost of disposable cups with only a minimal incremental cost. Furthermore, the
greater use of in store reusable did not measurably increase dishwasher use.

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In our in-store market research and focus groups consistently stated that they preferred reusable
cups, noting that they insulated coffee well, were attractive, and prevented waste. Eighty-two
percent of the Starbucks customers surveyed liked the idea of reusable cups, and when asked
what they liked most about them, 59 percent noted the environmental benefits. 


 
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As Starbucks we tried to position ourselves as a premium product in the coffee industry by
creating a high standard, introducing innovative products and providing excellent service.
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 knew how perishable coffee was and they were so fanatical about
quality control, and hence we carefully monitored each and every step of coffee production. We
even bought dark-roast, whole bean coffee from places like Sumatra, Kenya, Ethiopia and Costa
Rica; roasted them in their own plants; and sold only through company-owned stores ( 
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   ). we used total quality management (TQM) in which all
company¶s people are constantly involved in improving the quality of products (). 


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The main competitor to the new chilled drinks is Coffee bean with their blueberry drinks.
Comparatively, Starbucks drinks are priced significantly lower. In addition to low comparative
price, the perceived benefits for consuming a Starbucks drink are quite high for most consumers.

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Therefore, when a customer does a value analysis and divides perceived benefits by the price, the
resulting value for the customer is quite high.

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Starbucks distributes our New Frappuccino Blended Beverages directly to customers
through its own retail stores. Currently these new Frappuccino flavors are only available in
Kuching Sarawak the spring Branch. With other locations to come soon , it will be convenient
for customers to buy these new Frappuccino products. These new Frappuccino flavors are
available year round. Due to the demand and appeal of the products, revenue from this product
will fluctuate as the seasons change.

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The easiest methods for promoting the latest drinks are by advertisements within its retail
stores, such as posters, new product signage, and other internal means. However, this type of
promotion will have the least amount of effect on gaining more market share of non-coffee
drinkers. Therefore we have done analysis of other mediums for promotion; the top 3 mediums
of advertising, according to figures from 2009, include Newspaper, Network TV, and Spot TV.


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CEO ± Mr.Kabiru Ahmed Shahir

V.P-Ms.Syarah Syazwani Tucimanm

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 CIO Information officer -m
)##mCFO.- Ms. Jenevi Miss Dyg Najian Abg Ibrahim

CMO ²) mIbrahim Danlami Alhassan


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Legal affairs - Mr.Zain Ul Abideen Zafar .

Supply Chain ±Mr. Rakib Hassan

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Marketing Senior VP- Mr. Leong

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 HRM-Mr .NIL Public Affairs ±Miss . Nur Nabila

Coffee Senior Operations -)## Ember Baber Sundle

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Our company source of funds where contributed from share Holders and investors who were willing to
take part in the business and a little help from the CIMB Bank ,Standard charted Bank ,and HSBC bank
who all helped with the franchise fees for Starbucks which we opened a branch in Kuching

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In this section each of our objectives would be made clear and specifically spelled out, since
we will use them as a building block for the rest of the implementation plan in this case we have
an existing company and we would like to expand our shop to open in the new branch office
where all the official work is to be done.

As the CEO of Starbucks Kuching I would be heading the operations in directly via my vice
personal who is in the name of Miss Syarah Syazwani Tuciman, alongside the the coffee senior
adviser who is in the person of Miss.Ember Baber Sundle.

The two new mangers will be MR MD Rakib and Legal affairs - Mr. Zain Ul Abideen Zafar

These are what will be required.

2 new promotions to top management in the first 6 months

2 new fully furnished office with 2 air conditions

2 tables, 2 Arm chairs, 4 gust chairs ,2 fans, 2 water dispensers ,2 fridges ,2 center carpets ,4
shelves , 2 IMac Pc¶s and 2 welcome marts in the 2nds half of the year .

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The list above is for the 2 officersthat will be managing the operations of our new branch with
the 2 new management positions. And these management positions will be filled in by 6 6
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For the Finance I would say we would be need about 12,000(USD) for the cost of new furniture
of the office ,

Secondly we would need some new coffee machines and equipment for the new branch shop
some of the equipment we would need includes

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These equipment above are what we require for our new branch shop which is a new shop and
will need new machines .

After all these have been met the shop will start operations by 1stApril 2011 which is exactly
6months from today, being todays date as 31st-Oct-2010.

" #
Business control

At Starbucks We will be using a computer-based financial management system. With this system
we can review our sales and marketing activities on a regular basis. This will allow us to analyze
the profitability of our sales of different Verities of service through each tour operator. Thus we
will be able to reward staff on the basis of profit achieved rather than just on sales.

Quality Control

In this business quality and presentation is everything we at Starbucks will be developing an

outline scripts to help us maintain our top quality coffee and keep our status as the top choice of
coffee lovers ,the coffee senior operations manager will see through that our quality is at its tip-
top position . This will ensure that all incoming customers are dealt with in the same way and
meet a high standard.

We will provide and encourage customers inquiring about new drinks and services to give us
feedback on our service and the ability to handle their inquiry

The amount of time from the customer order to the time he /she is being served

The customers¶ expectations on improvement

  

Miss.Ember Baber Sundle will be responsible for reviewing the range of our as she is our
operations manager ,operations that will improve our efficiency towards our service and at list
possible cost to our customers and at the same time keep our customers happy and make them
come back.

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Our shop can accommodate 6(six) round tables . Each table has a capacity to take 4 seats for
four customers, and we four arm chairs and two short tables for customers who want to browse
on our free WI-FI and 3 couch chairs for customers who really want to relax have we 4 (four
)outside seats , and our doors are opened from 8am -11pm Monday to Friday and on weekends
we open from 9am to 12midnite and on public holidays we are opened.

Word count

2812 words, excluding table or referencing and table of content and cover-page

15pages excluding cover-page and table of content.

| 

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