Running head: KATARA COFFEE SHOP

BUSINESS PLAN: KATARA COFFEE SHOP

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KATARA COFFEE SHOP KATARA COFFEE SHOP Katara is a captivating name meaning cultural living. The reason as to why the coffee shop is

named Katara coffee shop is because it intends to bring and entertain people from different cultures while offering the best of the Qatar culture. It is established within the Katara cultural village whose aim and purpose is to be the cultural beacon of the Middle East. It helps not only in attracting foreign visitors but also allowing the Qataris to participate and show off their cultural activities with the chance of exploiting more of the heritage of Emirates. The business logo is endowed with a classic picture of a building and underneath it is the coffee shop name in both the Arabic and English language.

Business ownership The Katara coffee shop will be owned on a sole proprietorship. This is because it will allow more simplicity and flexibility to me as the owner. Due to the fact that the business is in its early stages of growth, there will be little or no formalities to undergo thus giving me the time and resources to fully immerse myself into the business. Another factor as to why the business will be

KATARA COFFEE SHOP on sole proprietorship is the time requirement in decision making. This means that the decisions made will be timely in the management of the coffee shop. Business location Katara coffee shop is located within the Azdan mall which is at the junction of Al Shamal

road and Al Markhiya Street. It is an ideal place in terms of location due to the upcoming business surrounding the area. This means that Katara coffee shop is well strategized to maximize on the potential customers who are in need of our services. Furthermore, there are no established coffee shops thus giving Katara coffee shop an ideal market ground as there is less competition. The business will be on rented premises within the mall. Since the business is at its initial stage, it is wise not to buy the premises in case there will be need to relocate to larger premises. The area on which the business is located is enough to service the projected number of customers as for now. Katara coffee shop which is located in the Azdan mall can easily be located using the Google maps.

Competitors

KATARA COFFEE SHOP From the Google maps, it is easy to locate the Al Naimi Cafeteria and the Landmark shopping mall. These are the two main competitors to Katara coffee shop as they have been established for a while. Not only do they have the loyalty of their customers but they do offer services similar to those available at Katara coffee shop. There are also some more upcoming coffee shops within the vicinity but they too are trying to get their niche within the company. These are players that Katara coffee shop has to contend with. Since Katara coffee shop will deal with non alcoholic drinks, there is more completion from retailers selling soft drinks. This category also includes the hotels and available restaurants that are in the market selling non-alcoholic drinks. Such competitors include Al Majlis and Hot Chicken. Products Just as the Katara coffee shop states, the main product on sale is coffee. To ensure that the

coffee is unique in its own way, the coffee beans are roasted within the premises. This ensures that we attend to each customers preference with the long term goal of creating a recipe that will be better than that of the competition. In order to compliment the coffee that is served at Katara coffee shop we also do prepare snacks for our customers. Keeping in mind the weather patterns of the environment, at times it becomes very hot and our customers at times order cold drinks. To ensure that we offer the best, Katara coffee shop prepares healthy drinks that can be ordered at any time of the day. These are healthy drinks blended from natural fruits. In offering such drinks, the business not only attracts coffee drinkers but the non coffee drinkers as well. Services

KATARA COFFEE SHOP The ultimate aim of Katara coffee shop is to create a serene business environment for all parties involved including the customers. It is for this reason that Katara coffee shop offers free

delivery services of our products. Some of our customers are people that are in offices and they do not have time to come to the coffee shop. It thus becomes logic that the coffee should be delivered to them. As for those who afford to carry their work to the premises, Katara coffee shop also offers internet at a small fee. This has helped in ensuring that customers keep coming back for the good services. With the affordable pricing of our products it is easy to change the price in reflection of the customer trends. To ensure that loyalty from the customer is retained, we have afforded to give away freebies and vouchers. Mission statement- the Katara coffee shop aims to offer personalized services to our customers while maintaining the highest levels of integrity and standards. We aim to ensure that we earn the respect and trust of our customers in the hope of earning their loyalty to the business. Goals- Katara coffee shop aims at being the renowned coffee shop in the vicinity and Qatar as a whole while providing quality products and services to customers at all times. Objectives- in view of the SMART objective, we aim at achieving a 3% market niche in the next year. In order to achieve this, we have set out our goals to be achieved in the next 12 months that will propel us to acquiring the targeted market niche. SWOT and PEST analysis

KATARA COFFEE SHOP A SWOT analysis defines the strengths, weaknesses, opportunities and threats that a business faces in the industry. The PEST analysis on the business defines the external factors in which the company operates in such as the political, economic, social and technological issues. The purpose of defining the SWOT analysis at the early stages of the business is that it helps in identifying what opportunities that are available, the strengths of the business, and the major weaknesses in which case one might work on and also the threats which one may work on. One of the major strengths of the Katara coffee shop is mainly the new technology of roasting its beans. This has ensured that the coffee is brewed to the taste and requirements of the customers.

To add to this is the competent work force of the employees who give quality and efficient services to the customers. The employees are a mix of people with diverse experiences and this gives them an upper hand in the making of decisions of the business. The opportunity offered at the business is the chance to create a niche for itself in the coming years. The business projection shows that there is a higher probability of achieving this. The only weakness that the business faces is the small business premises that business is in. this also poses the threat of having less customers as compared to other established coffee shops. The PEST analysis of Katara coffee shop details that the business has complied with the political factors such as the employment laws. Furthermore the political stability of Qatar makes the area the ideal place to start the business. The economical factors include the inflation rate, economic growth, taxation and even the exchanges rates. This plays a vital role within the business because most of the products such as the coffee beans and the fruits have to be imported which is affected by taxation and even the exchange rates.

KATARA COFFEE SHOP The social factors that affect the business include safety measures, health consciousness, and cleanliness among others. Katara coffee shop has definitely complied with this and thus the health certification to continue working. Technology has had a role within the business which has ensured that there are quality products being served to the customers. For purposes of prioritizing the important aspects of the business, I believe technology takes the first lead. This is because there have been changes in how business is being conducted. Not only are businesses going online to advertise themselves and offer their services, but automation is becoming the in thing with business. This ranges from how the coffee beans are roasted to how people learn about the businesses. Questionnaire
# 1 2 Question From what area of Qatar are you from? What is your age range 20-30 30-40 40-50 3 What is your income range? older 1000-5000 5000-10000 above 4 What is your perception about Katara coffee shop? Low Quality Average Quality Good Quality 5 How do you feel about the products offered? High Quality Average Value Good Value Response Comment

KATARA COFFEE SHOP

Excellent Value Not Important Neutral Important Very Important Not Interested2 Indifferent3 SomewhatInterested4 Very Intereste d

How important are features such as pricing, reputation and experience to

you? If Katara coffee shop was near your place would you be interested in visiting? What would be your main reason about wanting to visit? Do you think Katara is offering fair pricing for its products? Would you select Katara coffee shop over other established coffee shops? In your view, how different are the services offered by Katara coffee

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shop? What do you usually factor in when visiting a coffee shop? How would you rate the theme of the coffee shop? Poor Value Average Value Good Value Excellent Value

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Have you had a chance to visit a similar coffee shop as Katara? What would you want improved within the coffee shop?