SALECO coffee shop: business plan

• Autor(a) principal: Lourenço, Inês Pereira
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21710
• topic: Business plan; Coffee shop; Specialty coffee; Coffee tourism; Plano de negócio; Cafeteria; Café especial; Turismo do café

The present project aims to identify the feasibility of integrate a specialty coffee shop in a cooperative of coffee farmers in Toraja (Indonesia). The main objective is providing new sources of income to the coffee farmers, which does not benefit fairly from the increase demand of coffee consumption. For this purpose, was collected information about the coffee market and performance of the cooperative Perhimpunan Petani Kopi Toraja in 2019 before Covid-19 pandemic. From data bases and market participants, as well from interviews and a survey. This data was analyzed to support the strategy definition, using the PPKT’s strengths of control the upstream supply chain of specialty Arabica coffee from Toraja, with knowledge from the experience in the industry. Capable to respond to the increase demand of coffee consumption and search for experiences. From the strategy definition it is conceptualized the business with focus on a specialty coffee shop that provides a full experience, showing and teaching the full process from the coffee plantation to the cup of coffee. Per consequence it makes the consumers perceive the high quality of this specialty coffee, while enjoying a memorable experience with all the senses involved, in the coffee shop and coffee tour. As following it is defined the marketing variables to operationalize this concept, with a consequent plan of actions to implement the project, with the economic analysis of the business plan. This economic analysis evidence an estimation of positive results, concluding the viability to proceed with the Saleco coffee shop.