Professional Documents
Culture Documents
Weighted
Date Time: Mark:
40
Khalid Ali
Student’s
Name and ID BAM1609031
Semester
Spring 2017
Syllabus
From CLO 1- to CLO 10
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EXECUTIVE SUMMARY
The United Arab Emirates is considered as one of the most attractive countries for the
entrepreneurs, and they head to the country to do their businesses. So for the local entrepreneurs,
it is a good chance to be in such an atmosphere that motivates and encouraged free investments
and in different areas. This Business plans is for a local business that is going to work under the
name of Fresh Coffee shop. As the name reveals, this business is a local coffee shop with high
standards ,and it services the people in the emirate of Abu Dhabi particularly, and in the
different emirates within the country in general. The business serves beverages of different types
in a welcoming and warm atmosphere and though a cheerful and well qualified staff. The
business has its strong strengths in the internal environment and has outstanding opportunities ,
so as to make use of in the external environment. Yet, there are some of the internal weaknesses
of the business, as well as some of the threats in the external environment and the business has to
take these points under consideration , and to deal with them wisely to be a successful business.
The business has a clear marketing strategy, operational plan and financial plan, and these are
good points representing a good support for the business, so as to be a successful one and to find
for itself a competitive position among the strong competitors in the market with their old and
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CONTENTS
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BUSINESS AND INDUSTRY PROFILE
The industry of hospitality in the UAE is one of the busiest ones, and as the country is
characterized by a modern lifestyle and people in the country have good come, this industry is a
successful one. Also the UAE is an attractive tourist’s hub and there are too many tourists who
come to the company to enjoy the welcoming atmosphere and to enjoy the nice weather of the
country in winter and also to enjoy the special culture of the country. Add to that global brand
names in the hospitality industry have their investments in the profitable markets in the country.
For these reasons, the businesses belonging to this industry like the restaurants, hotels, coffee
shops and so on are favored , as they are profitable and have a good chance of success.
The figure below shows the growth of the hospitality industry in the Gulf countries in general :
(Source :
https://www.zawya.com/mena/en/story/GCC_Hospitality_Industry_to_sustain_its_growth_mom
entum_says_Alpen_Capital-ZAWYA20140924115458/)
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All of the businesses have their own mission statements that act as leaders to the different people
• To provide good services through a cheerful, nice and co-operative staff members.
• To provide an extended menu that contains a wide variety of items that satisfy the
To be the most favorite coffee shop in the city for people of different categories, as individuals,
groups of friends, also for the coworkers and families to meet and spend nice times there.
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SWOT ANALYSIS
The SOWT analysis is the set of the different strengths, weaknesses, opportunities and threats,
STRENGTHS
The strengths refer to the points that add to the business and make it more capable of achieving
Good location
Diversified products
WEAKNESSES:
The weaknesses refer to the negative points that affect the business and arise from the internal
environment .
The weaknesses of the business, which are the negative points in the internal environment,
The limited branches , which make the business not able to reach to a braid base of
customers , as the limited branches mean limited access to the potential customers .
OPPORTUNITIES:
The UAE is an open market for the local and global investments
Extensive market research that helps in investigating the customers’ needs and new
THREATS:
The threats are the negative points in the external environment that affect the business
The global coffee shops with their bright names and good bases of customers.
The financial problems that affect all the world of business universally
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COMPETITIVE STRATEGY
The competitive strategy of the business is based on being special, through these different points:
The business provides the customers a wide spectrum of the products and services, including the
following:
Refresh special coffee that is favored by its traditional flavors like the Arabic coffee,
Black tea
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Potable water
Sandwiches
Pizza pieces
Regarding the targeted customers, the population in the UAE is in continuous growth as shown
below, so the market is busy and also, as the business suits the different age groups, so all of the
(http://www.financialplannerdubai.com/uae-population-growth-since-1960)
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OPERATIONAL PLAN
This management and operation of a coffee shop is composed of four elements, which are:
1. Planning the different coffee shop facilities : this means the following :
Planning the different coffee shop operations according to the available facilities
Identifying the different elements of fixture, fittings, décor and equipment according
2. Planning the different product and service elements of the coffee shop operation: The
Business style
Business size
3. Preparing food and drink item display and serve coffee shop produce:
Planning the different food and drink items display and serve coffee shop items, means to plan
Keep protected from contamination Room temperature Some foods can be stored at room
temperature
Cookies
4. Organizing the storage of coffee shop produce: The produced food items should be stored at
correct temperature and condition, taking the following risks into consideration:
• MARKETING PLAN
The different marketing objectives of the coffee shop include the following:
• Providing good quality of products and services that satisfy the different trends and
needs of the customers with their different age groups and different levels of income. This way
the business expands its base of customers and keeps them loyal to its brand name.
• Gaining good revenue and profits, as that is the main goal of the business , and in case
that this objective is not achieved it means that the business is not successful.
• Creating a famous brand name, which the customers are loyal to , as these customers
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are going to be a good advertising means for the business. through the “word of mouth”.
• Having a good reputation through the excellent quality of the products provided by
the business , and the healthy atmosphere that welcomes and attracts the customers.
• Being a competitive business, by having good competitive advantages that help the
new business find for itself a good and string position among the customers with this old history
The promotion strategy is very important for the success of a business, and it refers the way that
the business go through to introduce the several products and services produced by the business
to the different customers. The promotion strategy helps a lot in increasing the market share of
the business, and results in increasing the business revenue and profits. For this reason, shaping
the promotion strategy of the started business in a good way is very important to the business
success.
For "Refresh Coffee shop", the promotion strategy depends on the following:
Local media
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WORD OF MOUTH/IN-STORE MARKETING
Table tents.
Family portions
Festivals
Birthday parties
Brochures that show the various services the coffee shop provides for customers
Small Toys for kids ( girls & boys ) , holding the coffee shop logo
LOCAL MEDIA
Advertisements through the local media for the coffee shop can also be highly beneficial, and
they are going to be via the various media means, including the following:
TV advertising
Radio channels
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Newspapers and magazines
Direct e - mails
COMPETITOR ANALYSIS
There are too many competitors for the business, as this field is an old one and it is easy to be
invaded by new businesses. For the strongest competitors in the market, they include the
following:
Costa Coffee shop is among the famous coffee shops in the world and it has different branches
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in Abu Dhabi , and this way it has a broad base of customers . It is a British multinational
number two largest coffeehouse chain worldwide after Starbucks , but in the UK it is the
biggest . The business was created in 1971 by in 1971 by the Costa family .
STARBUCKS
coffee house chain based in Seattle, Washington. Starbucks is the largest coffee house company
Starbucks includes nearly 600 stores in 12 Middle Eastern and northern African
countries, and about 26 stores in the UAE alone. Starbucks serves a wide range of the finest
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coffee to exist for people worldwide and manages to satisfy them. Starbucks purchases and
roasts high quality whole coffee beans and sells them along with fresh, rich-brewed Italian style
espresso beverages, a variety of pastries and confections, and coffee-related accessories and
equipment. Additionally, the company sells coffee products through a specialty sales group and
supermarkets. They also offer their specials which are unique drinks made for different
countries. Their objective is to establish Starbucks as the most recognized and respected brand in
the world.
• Tim Hortons
Tim Hortons Inc. is a Canadian multinational fast food restaurant that is famous for its special
and high quality coffee and outstanding delicious donuts. In addition , it is the biggest quick
service restaurant chain in Canada ; as of December 31, 2016, it had a total of 4,613 restaurants
in nine countries. The company headquarter is in Oakville , Canada . The business was founded
in 1964 in Hamilton Canada , and today it has 4613 locations , with about 10,000 employees
working there .
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HR & MANAGEMENT P LAN
CEO
Vice president- HR
Vice President - Supply
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FINANCIAL PLAN
The financial plan aims to create a clear financial vision for the business , so as to a successful
one and this part of the business plan is if special sensitivity .That is because the main aim of the
business is to be profitable , and to cover its expenses within a reasonable period of time . For
this reason the financial plan should be set with great care taking into consideration the different
Making financial records of the coffee shop transactional –keeping accounts and drawing
working out the financial position of the coffee shop at a specific moment in time by
tracking the movement of the cash flow to and from the business
There are different ways that we can get fund for this business s, such as the stocks, bonds and
cash, for us , we prefer to take cash money as we intend to use that money in establishing the
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The business that we plan to create is a coffee shop , and it is obvious that such type of business
The amount of fund that we intend to ask for is 50,000,000 DH , and we intend to contact one of
the trusted banks in the country, so as to provide this amount for us.
The question that we are keen on finding an answer to is where to use these amounts of money
.In general we intend to use them in buying the required equipment and other types of sales,
buying for the rent of the entire first year, paying the salaries of the employees for the first year
The budget we are going to create can help in clarifying the matters and show how much money
I need in each of the first three years and the expected revenue so as to count the amount of profit
I can get.
The graph below shows the planned sales objectives through the business the first three years, in
addition to the net p4rofits that the company can get through the work in the coffee shop. It
shows that the sales , as well as the net profit of the business are expected to increase year by
year :
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1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Year1 Year2 Year3
BUSINESS
BUDGET
Month/Year: Dec-17
OVER UNDER
SUMMARY ACTUAL BUDGETED
BUDGET BUDGET
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Total income 13,000,000.00 10,000,000.00 3,000,000.00
OVER UNDER
INCOME DETAILS ACTUAL BUDGETED NOTES
BUDGET BUDGET
Increase
advertising
OVER UNDER
EXPENSE DETAILS ACTUAL BUDGETED NOTES
BUDGET BUDGET
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Commissions 300,000.00 300,000.00
Increase
ADMINISTRATIVE
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Other 200,000.00 300,000.00 -100,000.00
SERVICE &
EQUIPMENT
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The graph above shows is about the income details , it shows that the actual income and the
estimated income are close to each other , so the financial projections are accurate .
For the expenses of the administration shown below , they also show that the estimations for this
category of expenses are close to the actual values , also indicating that the financial estimation of
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CONCLUSION
In conclusion, this business plan of the Refresh Coffee shop indicates that the business has a
good chance of profitability and success in the UAE market with its favored conditions. The
business is expected to satisfy the different needs and trends of the customers through its
diversified and good quality products and by the help of the capable human resources working
for the business. So, it is recommended that such a business to be opened and work in the UAE
markets.
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REFERENES
http://www.timhortons.com/ca/en/index.php
http://www.entrepreneur.com/article/43018
http://www.smallbusiness.wa.gov.au/marketing-promotion-strategy/
http://slideplayer.com/slide/6916831/
GCC Hospitality Industry to sustain its growth momentum, says Alpen Capital (2014). Retrieved
from:
https://www.zawya.com/mena/en/story/GCC_Hospitality_Industry_to_sustain_its_growth_mom
entum_says_Alpen_Capital-ZAWYA20140924115458/
The Basic Steps in the Management Planning Process . (n.d). Retrieved from:
http://smallbusiness.chron.com/basic-steps-management-planning-process-17646.html
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